Founded in 2019, Miaofei is a company focusing on the production and sale of children's healthy food. Miaofei has always taken product quality as its lifeline and won the market with product innovation. Since its establishment, Miaofei has covered more than 100,000 retail terminal outlets across the country, and its sales volume of cheese sticks has exceeded 800,000,000,000, and has been trusted by thousands of mothers.

In December 2020, Miaofei completed a B round of financing of nearly 100 million yuan, with the financing parties being Hillhouse, Jingwei China and Zhongding. In November 2021, Miaofei launched the industry's disruptive product - Xiaoniuyouyou original cheese stick, which is an original cheese that meets the new national standards and is an active exploration of high-density nutrition solutions.