---
title: "Annual Sales Exceed 1 Billion, Li Ziqi Brand Celebrates Third Anniversary, Releasing 3 Major Signals!"
description: "Li Ziqi brand, from a renowned content creator to a leading new consumer brand, has achieved remarkable growth. In just three years since its establishment, it has surpassed 1 billion yuan in annual sales and is now expanding offline, strengthening brand building, and aiming to become a global FMCG brand for local cuisine."
author: "秦淮"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2021-08-15"
language: "en"
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---

# Annual Sales Exceed 1 Billion, Li Ziqi Brand Celebrates Third Anniversary, Releasing 3 Major Signals!

> Li Ziqi brand, from a renowned content creator to a leading new consumer brand, has achieved remarkable growth. In just three years since its establishment, it has surpassed 1 billion yuan in annual sales and is now expanding offline, strengthening brand building, and aiming to become a global FMCG brand for local cuisine.

When it comes to the Li Ziqi brand, it's probably no stranger to FMCG practitioners. Transitioning from a well-known content creator to a leading new consumer brand in the industry is a growth path that has likely never been seen before in the FMCG sector.

> Ranked first in the hot-selling list for instant noodles and beverages categories on Tmall Food 618 in 2021
>
> Li Ziqi Liuzhou Luosifen was the top favorite food item among consumers on Tmall Food 618 in 2021
>
> Top 10 instant food brand at the China Instant Food Industry Conference
>
> Top 20 rice noodle instant food brand at the First China Rice Noodle Festival 2021
>
> Top 10 new overseas Chinese brands on Tmall Overseas in 2020

Seeing the above achievements, you might feel the same as I do: **It's developing too fast!**

Just yesterday, the Li Ziqi brand celebrated its third anniversary. On this occasion, it launched a limited-edition Luosifen product co-branded with "National Treasure" and the China Cultural Relics Exchange Center.

At the same time, the Li Ziqi brand also held "Everything Has a Three-Line Poem, Searching for Flavors Through Time" anniversary activities in some Hema, Yonghui, and Ole stores in cities such as Hangzhou, Beijing, Chongqing, Wuhan, and Shenzhen.

**A brand that has only been around for three years (launched on Tmall in August 2018) had already exceeded 1 billion yuan in annual sales by 2020. It's no exaggeration to say that over the past three years, the Li Ziqi brand has successfully led the way in the new consumer sector.**

Of course, what I want to talk about is not the current success of the Li Ziqi brand, but the significant signals behind the series of activities for this third anniversary.

**Major Signal 1**

**Aggressively Entering Offline Channel Networks**

Frankly speaking, over the past three years, the Li Ziqi brand has already established a deep brand awareness online. But as everyone knows, **for a mature consumer brand, offline is the real battlefield. Without offline presence, there is no possibility of continuing to grow and become a national brand.**

Since 2019, the Li Ziqi brand has been building and deepening its offline channels to increase product penetration among consumers. It is understood that the Li Ziqi brand has now entered supermarkets and convenience stores such as Hema, Walmart, RT-Mart, Century Lianhua, Sam's Club, and Takashimaya.

On this third anniversary, in addition to anniversary roadshows in various cities, it also carried out various ground promotion activities, using flash mobs, tastings, and other methods to attract consumers to purchase products, enhancing brand preference and penetration.

These signals are sufficient to show that the Li Ziqi brand is intentionally focusing on attacking offline channels. First, it targets KA supermarkets, convenience stores, and other chain supermarkets, then it will push into traditional channels. Going offline is the basic threshold for becoming a strong FMCG brand.

I think this is definitely an important opportunity for offline distributors. Currently, the Li Ziqi brand has already achieved results in some regions. According to feedback from a distributor in Chongqing:

"

_**I had been following Li Ziqi online before, and later had the opportunity to cooperate with the Li Ziqi brand. Our products sold out within a few days of being stocked, and the market feedback was very good.**_
"

Another distributor from Jiangsu said:

"

_**The company gave us great support. During our distribution phase, they provided promotional staff, promotional materials, and display ground promotion. Coupled with the fact that the product taste is deeply loved by consumers, we quickly opened up the local market.**_
"

From the feedback of these two distributors, one is about sales momentum, and the other is about distribution. **Sales momentum is good, and distribution is methodical. From behind the scenes, the Li Ziqi brand has found its feel for offline tactics and is promoting standardized and streamlined channel management.**

Of course, many people might also wonder: although the Li Ziqi brand is well-known online, it now faces the challenge of product homogenization offline. To this end, a person in charge of a KA system store in Guangdong said:

"

_**Although there are some similar categories to Li Ziqi products on the market, Li Ziqi products perform strongly at the terminal due to their high quality and cost-effectiveness. Our store staff said that Li Ziqi products maintain good displays, have novel packaging, and the taste appeals to the public, resulting in a relatively high repurchase rate.**_
"

Whether from offline market feedback or measures, it is clear that the Li Ziqi brand has found some of its own methodologies in the offline market over the past two years.

Omnichannel layout online and offline is the overall channel strategy of the Li Ziqi brand, and how to build a three-dimensional brand awareness online and offline is the brand's foundational skill.

**Major Signal 2—**

**Strengthening Brand Building**

**Establishing Brand Awareness Through Multiple Forms**

From the perspective of C-end consumers, many people know Li Ziqi mostly from videos as a phenomenal blogger. According to conventional business logic, the most convenient way for bloggers to monetize is through traffic advertising, but Li Ziqi chose a more challenging path: **building a brand, an Eastern food culture brand**.

Frankly speaking, successfully building a brand is not easy. Historical experience tells us that even if you have a great product, it is very likely to disappear in price wars due to product homogenization.

However, the Li Ziqi brand seems to have fought harder over the past three years. The brand first established cooperation with top streamer Viya and thousands of other streamers, gaining a strong presence in various live-streaming rooms. In addition, the Li Ziqi brand also cooperated with IPs such as "People's Daily" to launch co-branded Liuzhou Luosifen.

Ultimately, the sales of the Li Ziqi brand's co-branded version of Liuzhou Luosifen with "People's Daily" exceeded 50 million yuan, with sales volume exceeding 3 million bags, and over a thousand bloggers spontaneously recommended it, forming a luosifen feast.

Combined with videos like #Li Ziqi Luosifen Recipe Revealed#, the Li Ziqi brand continuously expanded its communication reach, attracting many users to participate, thereby driving brand influence.

Coupled with the cross-border co-branding with "National Treasure" on the third anniversary, it's no surprise that this is another victory, with brand reputation and awareness rising sharply.

Reviewing the growth trajectory of the Li Ziqi brand, from cooperation with top streamers to the launch of co-branded products with "People's Daily" and "National Treasure"; from online to offline anniversary roadshows and various ground promotion activities, the Li Ziqi brand is establishing brand awareness through multiple forms. By continuously creating waves, it makes the brand more three-dimensional and more popular.

**Major Signal 3**

**Aiming to Become a Global FMCG Brand for Local Cuisine**

From offline layout to brand building, we can clearly see that the Li Ziqi brand is striving to become a national FMCG brand, not just a so-called online brand.

The foundation behind this is a stable supply chain and product R&D capabilities.

**How to ensure a stable supply chain? Building its own factory is evidence.** In August 2020, the Li Ziqi brand joined hands with the Liuzhou government and held a cooperation press conference with the Liuzhou Municipal Commerce Bureau, announcing the establishment of a production factory in Liuzhou.

Relying on local resources in Liuzhou, the Li Ziqi brand continues to deepen efforts in Luosifen flavor R&D, quality traceability, raw material quality control, and poverty alleviation through agriculture. At the same time, it has also established planting and production bases for raw materials such as bamboo shoots.

In the product R&D process, a product undergoes multiple evaluations from development to launch, involving internal employees, Li Ziqi herself, external audiences, and relevant professionals such as foodies, with continuous improvements during testing.

According to information from the "Li Ziqi Brand" WeChat official account, its product R&D often takes months: Mianyang rice noodles took 18 months, fruit quinoa crisps took 10-11 months...

From backend R&D testing to self-owned supply chain, to mid-platform brand building, and finally to frontend sales channel layout, the "stability" of the Li Ziqi brand also provides a standard growth paradigm for many current innovative consumer brands.

Of course, these are all phased successes. Let's look at the possibility of the Li Ziqi brand's development from a longer-term perspective. Think about the current food giants. The environment in which their brands were born was based on eating enough and eating well, meeting consumers' basic and functional needs. It was because of these needs that these brands became today's giants.

However, if in today's environment, you still build a brand based on eating enough and eating well, it seems there is no opportunity to become a national brand.

**Current food brand innovation must be based on the needs and direction of eating better, eating with a concept, and eating with style. While meeting the demand for quality upgrades, it should integrate emotions, culture, experience, and other concepts.**

With the rise of traditional culture and national confidence, the rise of traditional local cuisine is an inevitable trend, and the Li Ziqi brand has also seen the trend of traditional cuisine going global. **Using pastoral poetic traditional culture as a link, the Li Ziqi brand is upgrading local cuisine to be standardized and quality-oriented, catering to current and future consumer demand concepts.**

From this point of view, the Li Ziqi brand fully possesses the potential to become the next generation of leading FMCG brands, worthy of attention and expectation from the entire industry.

**Are you "watching" me?**


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