The 2026 CCTV Spring Festival Gala featured an eight-minute immersive performance at the Yiwu sub-venue, once again bringing the story of 'Feathers Flying to the Sky' to a global audience. In China, this phrase became widely known through the popular 2017 TV drama of the same name, which depicted the dramatic entrepreneurial journey of Yiwu merchants.
Today, a businessman from Lishui who has built his career in Yiwu is closely associated with this very name. He is Zhu Yongqiang, an entrepreneur originally from Qingtian County, Lishui. Remarkably, the first fast-food restaurant he opened last year on the second floor of the Liandu Building in Yiwu is named 'Feathers Flying to the Sky'. Securing the trademark for this name alone took him a full two years.
Born in Shuqiao Township, Qingtian County, and raised amidst the mountains and rivers of southwestern Zhejiang, Zhu Yongqiang embodies the steadfast and tenacious spirit characteristic of people from Lishui. Two decades ago, as the wave of Yiwu's small commodity trade swept across the nation, countless dream-chasers flocked to this commercial hub. A young Zhu Yongqiang plunged headfirst into the bustling and turbulent business world of Yiwu.
Starting from scratch, he began with wholesale jewelry, the most basic level of the trade. His days were spent navigating the dazzling array of goods in the small commodities market, his fingers tracing over various exquisite accessories while his ears were filled with the constant din of inquiries and transactions. Long hours and hard work were the norm, and the fluctuations in customer flow and intense industry competition were once significant challenges on his entrepreneurial path.
"The jewelry industry was too competitive," Zhu Yongqiang recalled. "After discussing with my partners, we decided to pivot our investment direction in time." Subsequently, he switched business tracks several times. By chance, he noticed Yiwu's dense population, its vast number of office workers and industrial laborers, and recognized the immense potential in the catering market. From that point on, he resolved to venture into the food and beverage industry.
"The catering competition in Yiwu wasn't as fierce back then as it is now," Zhu said. The main challenge was his lack of professional culinary skills and experience in restaurant operations. Changing industries meant starting from zero.
Undaunted, Zhu Yongqiang immersed himself in self-study. Amidst the rising steam from stoves, the sizzle of hot oil, and the clatter of spatulas, he practiced his stir-frying and seasoning techniques repeatedly, honing his skills in the smoky kitchen. He meticulously studied everything from ingredient selection and heat control to dish pairing, striving to master the homely flavors beloved by the public. Shedding the impatience of the business world, he became devoted to the art of cooking, finding his calling in the aromas of food. Through this dedication, Zhu developed authentic, made-to-order culinary skills and gained a deep understanding of Yiwu's restaurant business.
"For home-style dishes, the first rule is to use good ingredients and good oil," Zhu emphasized. He insists on selecting fresh vegetables and quality meats daily, using only reputable brands of premium cooking oil. Even when this means higher costs and thinner profit margins, he refuses to compromise on quality. It is this genuine commitment that ensures his dishes are flavorful, wholesome, and trustworthy, firmly capturing the taste buds of his customers and attracting a steady stream of repeat business.
After establishing a firm footing, Zhu Yongqiang began expanding his restaurant operations. He astutely analyzed Yiwu's urban demographics and implemented a differentiated location strategy. One restaurant is situated in the city's bustling commercial CBD, catering directly to the office workers in the surrounding skyscrapers. Another is located in the bustling, machinery-filled Heyetang Industrial Park, providing three daily meals for frontline industrial workers. Unlike typical budget fast-food joints, Zhu's two made-to-order, self-service restaurants are not low-priced. Yet, they consistently enjoy a steady flow of customers, full tables, and year-round popularity.
Stepping into the CBD location, one finds a bright and clean space with a counter offering dozens of dishes for self-selection. The aroma of freshly cooked food fills the air, with a complete range of hot meat and vegetable dishes catering to office workers' demands for healthy, convenient, and quality meals. The industrial park outlet is brimming with lively atmosphere, serving generous portions and rich flavors; the hot, hearty meals help alleviate the deep fatigue of Yiwu's laborers after a long day's work.
Through solid word-of-mouth reputation, Zhu Yongqiang has firmly established himself in Yiwu's catering sector, building a thriving business.
While the Spring Festival Gala spotlight captured Yiwu's legendary glory, off-screen, Zhu Yongqiang has spent twenty years of hard work writing his own chapter of the 'Feathers Flying to the Sky' story. Amidst the entrepreneurial waves of the world's small commodities capital, he has carved out his own success story within the everyday hustle and bustle, focusing on the simple, essential business of food.
Key to Success: Dedication and Focus in Business Choice
Success lies in meticulous cultivation and unwavering commitment to one's chosen path. As a global commercial hub attracting merchants from everywhere, the vibrant streets and alleys of Yiwu have long become a competitive arena for the international food and beverage industry. Flavors from China and abroad converge and collide here, creating a rich tapestry of the city's culinary scene. The intense market competition forces continuous evolution; a moment of complacency can lead to being swept away by the global tide of culinary trends.
In the fast-paced, fiercely competitive world of Yiwu's catering industry, Lishui merchant Zhu Yongqiang has carved out a path to success through craftsmanship and dedication. By steadfastly adhering to a high-quality, 'made-to-order, self-service' business model, he has accurately grasped the trends toward healthier dining and brand upgrading. Leveraging the brand recognition of the 'Feathers Flying to the Sky' IP, he has anchored his business in core principles, remained committed to his chosen field, and progressed steadily amidst the rapidly changing industry landscape.
The reason Lishui's homely flavors have taken root and gained popularity in Yiwu is due not only to the city's inclusive and open environment but also to Zhu Yongqiang's insistence on selecting the finest ingredients, his dedication to skillful, made-to-order cooking, and his customer-first service philosophy.
It is by safeguarding the essence of culinary craft that one can win the favor of Yiwu. An ordinary food business gains enduring vitality through the daily repetition of frying, stir-frying, and simmering. This vividly illustrates the fundamental Yiwu spirit of hard work, where even the most humble beginnings—like 'feathers'—can soar to great heights with diligent effort. It also allows the values of the new generation of Lishui people—pragmatism, strength, and striving for excellence—to blossom with new vitality and energy in a land far from home.
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