SICAO 20th Anniversary Celebration

Regarding the 20-year history of the SICAO brand?
Was it a case of remaining stagnant or constantly evolving?
Was it a matter of going with the flow or maintaining a steadfast stance?

Next, please join us as we revisit the remarkable milestones of the past 20 years through the echoes of time.

一.Set sail for exploration
1.2005
The SICAO company was officially established, and its core brand, SICAO, launched its first generation of electronic wine cabinets, becoming a pioneer in the Chinese wine cabinet industry.
2.2006
The compressor wine cabinet has been launched. Its more efficient and stable wine storage technology leads the way as an industry pioneer.
3.2007
Chinese professional wine cabinet brands that traveled to VINEXPO (the Bordeaux International and Spirits Exhibition in France)
Began to enter the mainstream Western consumers' sight.
They launched an exceptional bestseller - the oak barrel art wine cabinet. With its unique shape and aesthetic appeal, it broke the conventional form of wine cabinets.
4.2008
The high-end brand SICAO Cellar was launched. It focuses on the niche market of high-end wine storage.
Customized wine cabinets and wine cellars have gradually become standard equipment in first-class mansions, high-end restaurants and clubs.
5.2009
The first store-in-store has opened. Exploring the construction of brand terminal channels, to enable the products to reach more consumers.
6.2010
Entering Taobao Mall (the predecessor of Tmall), it became the first wine cabinet brand to "go online", seizing the initiative for future development.
Established the user club - New Trend Hui, issued the same-name publication, spreading the quality lifestyle related to fine wines, organizing various member activities such as wine parties, wine investment lectures, and visits to wineries.

二.Build the foundation and establish the base.
1.2011
Subsequently, SICAO entered the JD Mall and Suning, as well as the Shun Electric home appliance stores. Its multi-channel layout across both online and offline channels led the industry.
The founder of SICAO, Miao Ke, reached the world's highest peak - Mount Everest. He personally demonstrated and practiced the corporate spirit of "pursuing progress and climbing to the peak".
SICAO collaborated with the Guizhou Folk Aid Promotion Association to launch the "Dream Realization Project" charity initiative. It invested in building the Lianyi Primary School in Nanyong County, Guizhou Province. After more than a year of efforts, the children finally moved into the dream classroom they had long desired and began a brand new learning journey.
2.2012
The first offline brand experience center has been established in Shanghai. This space integrates product sales and exhibitions, wine tasting, and wine storage culture dissemination, providing consumers with a comprehensive experience.
By combining hardware, software and community e-commerce, a highly forward-looking intelligent wine cabinet has been developed, leading the industry to disruptive innovation.
3.2013
The offline experience center in Shenzhen has opened. This innovative commercial space, which integrates brand culture, premium tasting of cava wine, and product sales, has become a benchmark for competitors to follow.
4.2014
It has been honored as one of the top ten most innovative design institutions (in the wine cellar design category), and the high-end design capabilities of SICAO have reached a new level.
It has also received the Best Practice Award for Disruptive Innovation in the China-Europe Entrepreneurship Camp. The business model innovation based on internet thinking has injected greater imagination into SICAO's business system.
5.2015
Miao Ke, the founder of SICAO Company, was selected into the "Fast Company" China Business Most Creative People 100 list. With his pioneering ideas and business practices, he has brought novel and unique sparks of thought to the industry and to those who are dedicated to commercial innovation.

三.Innovative breakthrough
1.2016
Together with Xinhua Liang Group, we have built a large-scale clubhouse wine cellar with an area of nearly 5,000 square meters. Such a large-scale and high-standard project has become a benchmark work for SICAO and the entire industry.
2.2017
Obtained the recognition as a high-tech enterprise in Shenzhen. The accumulated technical expertise over the years has begun to show its effects.
Participated in the drafting of the industry standard "Wine Storage Management Technical Specifications", contributing to the development of the industry towards higher standards and greater norms.
3.2018
For the first time, they won the top position in the wine cabinet category on Tmall Double 11. The e-commerce team, driven by a strong spirit of competition, reversed the situation and regained the online leading position.
The new trend event series held offline exceeded 100 events, allowing the participants to experience a different lifestyle of fine wines.
Brand ambassador Liu Yongzhong successfully reached the summits of Lhoka Peak and Qisabangma Peak, completing the feat of climbing the 14 8,000-meter peaks in the world.
4.2019
The young brand NAPPE of SICAO was born. With outstanding appearance and affordable prices, it has created series of wine cabinets, ice bars and cigar cabinets with better value for money, allowing young people to easily embrace a "not settling for second best" quality lifestyle.
The Beijing brand experience center opened, establishing a unified brand direct-sale terminal in Beijing, Shanghai and Shenzhen.
After two years of dedicated research and development, the aging cabinet was officially launched in China, opening up a new category of household appliances and setting off a trend of dry-aged delicacies in the domestic catering industry.
5.2020
Obtaining the national high-tech enterprise certification, with its leading technological innovation strength, it lays a solid foundation for high-quality development.
Introducing the "333 Super Service" system, with service commitments far exceeding industry standards, consumers can buy with peace of mind and use with confidence.
The integrated wine cabinet and ice bar machine has been launched. The multi-effect integrated product feature not only meets the diverse needs of consumers for wine storage and freshness preservation, but also elevates the dimension of quality life.

四. Consolidating Position and Deepening Operations
1.2021
The average price of individual online products has exceeded the 5000-yuan mark, and the long-standing high-end brand positioning has firmly established itself in consumers' minds.
The wine cabinet equipped with an independent humidity control system has been launched, breaking through the conventional "pseudo-humidity control" in the industry. It uses a true temperature and humidity dual-control system to lead technological innovation and provide collectors with a more professional wine storage solution.
2.2022
The first overseas non-standard customized project with a scale of over one million was completed on schedule and passed the inspection within just over three months. The efficient, high-quality and high-standard delivery left the clients quite amazed.
The customized business of cigar cabinets and cigar rooms has experienced a boom. SICAO, with its high-quality products and systematic solutions, brings professional and relaxing cigar-keeping experiences to cigar lovers worldwide.
3.2023
Successfully obtained the national high-tech enterprise certification again, as well as the certifications for specialized, innovative, and technologically advanced small and medium-sized enterprises. These certifications are based on the continuous drive of enterprise development through innovative technologies.
SICAO participated in over 10 overseas exhibitions, covering countries such as Japan, Singapore, Thailand, Vietnam, Malaysia, and the Philippines, laying a solid foundation for the brand's international expansion.
Promoting Chinese traditional culture, SICAO encourages its employees to read "Tao Te Ching" every morning, conveying the values of "good words, good deeds, and kindness", and enhancing the employees' sense of belonging and happiness.
4.2024
The Thai SICAO has officially set sail, achieving a milestone leap and accelerating the internationalization process of the brand. Through the sincere cooperation of global dealer partners, the brand's international influence is increasing day by day.
The SICAO high-end service penetrates into the high-end lifestyle, ranging from wine, cigars, tea storage to calligraphy and painting collection. With the meticulous perfect cellar technology and design aesthetics, it opens up a new way of high-end living.
5.2025
For eight consecutive years, SICAO has won the top position in the wine cabinet category on Tmall Double 11. The brand image of the professional wine cabinet has been deeply rooted in people's minds.
The "333 Super Service" has been upgraded and improved. The compressor warranty period has been extended to 10 years. The extremely long warranty period serves as a reassuring guarantee, allowing users to fully enjoy the pleasure of storing and preserving wine and vegetables.
SICAO has obtained the patent for the aging cabinet. From its inception to leading the industry, SICAO has always been at the forefront of the sector. It has devoted itself to researching intelligent aging technology, making dry-aged delicacies more accessible and convenient.

The vision of innovation is to build a long-standing century-old enterprise. The past 20 years were merely a starting point.
New Tide has always adhered to the principle of long-termism. It deeply understands the consumer demands at different stages and provides temperature-infused technologies, products and services to accompany users in their journey towards a quality life.
In the future, SICAO will continue to adhere to the belief of striving for brand excellence, product refinement, and kindness towards people, and will strive to take root and grow towards the sun, collaborating with more like-minded individuals to embark on the next more prosperous 20 years.

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