Beyond branding efforts, CouCou continues to experiment with its product offerings. As one of the pioneers of the "hot pot + tea break" model, the company recently introduced a Dahongpao tea Spicy Broth that fuses tea elements into its base — a product that has already ranked among the top five in sales.

Ingredient quality also remains central to CouCou's strategy. Xiabuxiabu Group established its own upstream supply chain as early as 2003 in the Inner Mongolia autonomous region. Its meat processing subsidiary in Xilin Gol League boasts an annual production capacity of 15,000 metric tons.