China's civilization spans five thousand years, with a long and profound history. Having endured countless storms and wars, China is now moving towards the world, entering a new era. In this new era, China has sent a powerful voice to the world: China can now look at peace on an equal footing, without looking up or accepting being looked down upon. Undoubtedly, China is rising, emerging, and approaching the center of the world stage, indicating that the current era is undergoing major changes unseen in a century. Based on this, from this perspective, Baixiang Food is contemplating: What kind of era are we in? What are we doing? Where is our future? Baixiang Food has given its own answer: We are in an era full of vigorous vitality, standing on the correct side of history, choosing the right things, and advancing with the times.

Technological Innovation, Following the Trend With peach blossom eyes, willow leaf eyebrows, and a gentle face... When the metaverse virtual human Nan Mengxia, dressed in Hanfu, appeared at the "Baixiang Soup Experience Hall - Baixiang Food National Hundred-City Tour" event, thousands of spectators were amazed by her beauty. From January 8 to 9, 2022, Baixiang Food grandly held the first stop of the national hundred-city tour at Jinan Gaoxin Wanda. Nan Mengxia, as the first digital experience officer signed by Baixiang instant noodles, became the focus of the entire event.

Why choose the virtual human Nan Mengxia as the brand's digital experience officer? According to Baixiang's logic, it can be attributed to the following three aspects: 1. Virtual IP + Nan Mengxia = Innovation As is well known, in 2021, many celebrities and internet influencers had scandals due to tax evasion or other issues, from Wu Yifan to Wang Leehom, with a high probability of collapse. For brands, the first issue is the irrecoverable cost burden of endorsements; the second is the incalculable negative impact on the brand. Obviously, signing virtual human Nan Mengxia not only avoids this risk but also impresses with technological innovation. 2. Digitalization + Metaverse = New Model Dividends In the new era, the rise of the digital economy is accelerating, with concepts like the metaverse, NFT, and Web3 emerging one after another. Liu Yexi, the first internet celebrity of the metaverse concept, attracted 8.32 million followers on Douyin alone within a few months. It is foreseeable that this will be another blue ocean after the short video dividend. At the same time, as Generation Z gradually becomes the new main consumer force, their desire for immersive interactive experiences under new technology is evident. By adopting this model, Baixiang covers the Generation Z consumer group, undoubtedly bringing a large wave of new growth. 3. New Era + New Species = Technological Innovation "With a bright peach blossom face, she hides half of it with a silk fan," Nan Mengxia's national style, from facial features to clothing to style, exudes the beauty of classical China, deeply integrating traditional Chinese culture with a sense of technology. This image, combining national trend and technology, perfectly aligns with Baixiang's demands. The signing with Nan Mengxia also demonstrates Baixiang's long-term focus and persistence in technological innovation. It is worth mentioning that, as of now, in the instant noodle food sector, Baixiang Food is a pioneering enterprise in signing virtual endorsers. Obviously, under the macro environment of advocating technological innovation in the Chinese market, Baixiang has responded quickly. From this perspective, Baixiang has assumed the responsibility of an industry leader, promoting technological progress, winning industry respect, and becoming the most active component among Chinese economic enterprises.

25 Years, Focused on the "Chinese Spirit" In 2022, Baixiang Food celebrates its 25th anniversary; Baixiang is 25 years old. This year coincides with Baixiang's "prime of life" and China's "prosperity and strength," both moving towards the current "era of great prosperity." What is the "era of great prosperity"?

  • An era of good brands
  • An era of high quality
  • An era of a community with a shared future

In this era, brands become dominant. Baixiang, as a Chinese national enterprise with 25 years of excellent genes, has Chinese local blood flowing in its veins. It has spent 25 years persistently focusing on making a bowl of Chinese noodles with Chinese flavor. Yao Zhongliang, Chairman of Baixiang Food Group, has publicly stated more than once: We are Chinese, we are a Chinese enterprise, and we must make an authentic Chinese noodle for Chinese people. It is undeniable that the "Chinese Spirit" that Yao Zhongliang has always emphasized is "realized" in Baixiang. Ten years ago, a marketing spirit circulated in China, which was Baixiang's "Four Thousand and Four Ten Thousand": Traverse thousands of mountains and rivers, endure untold hardships, speak countless words, and deliver Baixiang products to millions of households. In a sense, "Four Thousand and Four Ten Thousand" is a spiritual interpretation of deep distribution, similar to Coca-Cola's 3A strategy: "Available, Affordable, Acceptable." Baixiang once used the marketing spirit of "Four Thousand and Four Ten Thousand" to lead a group of daring and hardworking people to defeat imported brands in the field, rising from an industry follower to a giant. At that time, Baixiang, as an enterprise under the Provincial Grain Department, had only 4 mu of land, losses of over 10 million yuan, unsold products, and heavy debts. Yao Zhongliang stepped forward, boldly reformed, and proposed the "Four Thousand and Four Ten Thousand" marketing strategy as the guiding ideology. In the second year after he took over, Baixiang's sales reached over 100 million yuan. Four years later, sales exceeded 600 million yuan. Like China's Long March of 25,000 li, crossing snow mountains and grasslands, under such difficult conditions, they still insisted on marching north and finally joined forces victoriously, becoming a key turning point in the history of the Chinese revolution. What did they rely on? The "Chinese Spirit." Isn't the marketing spirit of "Four Thousand and Four Ten Thousand" a microcosm of the "Chinese Spirit"? Returning to the present, in 2021, during the July 20 flood in Zhengzhou, Henan, the city experienced torrential rains with an average cumulative precipitation of 449 mm, and many people were trapped for a long time. Baixiang was the first to support frontline rescue efforts, donating 5 million yuan in public welfare funds and a batch of rescue materials to the Zhengzhou Charity Federation to help people resume normal life as soon as possible. In fact, this is not the first time Baixiang has supported public welfare. From donating 10 million yuan to the Soong Ching Ling Foundation to establish the "Baixiang University Student Relief Fund," to generously building 5 Hope Primary Schools to help impoverished children; from going all out to support the Wenchuan earthquake, to traveling over 2,300 kilometers to the front line of the Yushu earthquake for disaster relief; from fully supporting the Olympic torch relay to climb Mount Everest, to donating anti-epidemic materials in the first time to fight the epidemic in 2020. In every major national crisis, Baixiang has been present. This "Chinese Spirit" is explained by Baixiang's logic: China's new era is no longer an era of life-and-death struggle and deception, but an era of a community with a shared future. As a mature Chinese enterprise, it should aim to achieve common prosperity, co-creation, and sharing, commit to realizing social value, undertake social responsibility, and jointly promote the development of China's instant noodle food industry. In the new era, the instant noodle food industry has undergone a qualitative leap from "eating enough" to "eating well," from green trains to entering young people's kitchens, whether in consumption scenarios or product quality, with a clear trend towards health and high-end. At the same time, in this post-epidemic era, the dividend period of the instant noodle food track has been further broadened. In this environment, Baixiang, which has been in the instant noodle food industry for 25 years and has adhered to the "Chinese Spirit" for 25 years, may have huge room for growth.

25 Years, Focused on "Chinese Flavor" Why do we say that? Let's look at a set of data. A report by consulting firms Kantar and Bain shows that in the first three quarters of 2020, domestic sales of Chinese FMCG brands increased by 2% year-on-year, while foreign brands' sales shrank by 6%. According to an NPD report, in 2021, Chinese consumers strongly preferred domestic brands, with the number of domestic brands in the top ten consumer brands rising from four in the third quarter of 2020 to six in the third quarter of last year. The two consecutive years of growth data show that the "corner overtaking" of Chinese local brands is not an isolated case. Behind this trend is the Chinese people's confidence in local culture and local brands. As a local brand, Baixiang's meticulously crafted product side is one of its sources of confidence. Why? The answer lies in the "soup." Baixiang is the pioneer of the "bone soup instant noodle" category. With this bowl of "big bone noodles," Baixiang, along with Master Kong, Uni-President, and Jinmailang, became the "Four Heavenly Kings" of instant noodles. In September 2018, Baixiang, using its 20 years of soup-making technology, developed and launched the Tanghaohao series, which quickly exploded in the market and became a star product. It took the lead in establishing a new standard for high-soup instant noodles: "Say goodbye to traditional seasoning powder packets, only use simmered soup packets." Product sales have exceeded 1 billion packets to date. It is evident that the patented technology for industrial fresh reduction of bone soup (Patent No. ZL 2013 1 0668846.8) mastered by Baixiang's R&D team has established a strong "barrier" for the brand. In addition, to meet the needs of Generation Z consumers, Baixiang innovatively developed new products, targeting the trendy spicy market, launching the Dala Jiao series, represented by fire chicken noodles and Chongqing small noodles, with segmentation of consumer groups: 1.0 products mainly feature traditional spicy flavors, covering most consumers in the offline market; 2.0 products mainly feature fire chicken noodles and hot pot noodles, covering consumers in scenarios such as late-night dining, travel meals, and casual snacks, becoming leading domestic products for innovative spicy flavors; 3.0 products focus on internet-famous products, launching multiple internet-famous flavors, endowing the "trendy spicy gene," allowing more consumers to enjoy trendy spicy instant food. This series of innovative measures, through precise adaptation to consumption scenarios, has made the Dala Jiao series continue to lead e-commerce platform sales and popularity rankings, accelerating its speed to become a super single product. Obviously, the consumer groups represented by the two major single products "Tanghaohao" and "Dala Jiao" are the key strategic goals for Baixiang's future development. Therefore, Baixiang has proposed the slogan of "second entrepreneurship," making a new layout for the noodle industry, following innovation trends, with the core vision of "being an innovator and expander of delicious instant food for mainstream market consumers." Since 2019, Baixiang Food has completed the development of more than 80 new products, spanning more than ten categories including instant noodles, dried noodles, fresh noodles, snacks, frozen food, pastries, flour, and beverages. Driven by the "second entrepreneurship" strategy, Baixiang's 2022 Baixiang Soup Experience Hall National Hundred-City Tour has set sail, joining hands with virtual human Nan Mengxia to bring users a better experience. To enhance interaction, Baixiang will also send red envelopes with Nan Mengxia during the Spring Festival, connecting the virtual idol Nan Mengxia with real-world Baixiang users, creating a "virtual-real combination" dream experience. It can be seen that Baixiang is coordinating and focusing its efforts in "technological innovation," "product innovation," and "technical innovation" , with a trend of "everything is ready, waiting to break through with overwhelming force." Because in Baixiang's view, the era of consumer self-experience has arrived, with unprecedented pursuit of quality and experience. This is also the userism that Baixiang has always followed, namely "Wherever users are, we go." Based on the system built around userism, Baixiang has created a solid foundation to compete in the instant noodle food industry. With China's current international status, the solid "foundation" laid by Baixiang may occupy an increasing share of the Chinese market, and in the future, it will face an even larger global market.

Final Thoughts: 25 years of focus on Chinese flavor; 25 years of persistence in Chinese noodles; 25 years of dedication to the Chinese spirit. Baixiang has always believed that Chinese national enterprises are the backbone of China. But so many Chinese enterprises have tried every means to please consumers, yet most have not won the respect of consumers and the public. "Awesome, my country" - that's what the public said to aerospace; "Awesome, my country" - that's what the public said to scientists; "Awesome, my country" - that's what the public said to the infrastructure maniac. Few national enterprises have received such praise. Why? They have ignored the social responsibility they should bear. Why did the Erke incident cause "wild consumption" among Chinese people? Obviously, this is the inner meaning of the "community with a shared future." Just as Zhang Yimou, chief director of the Beijing Winter Olympics opening ceremony, mentioned in an exclusive interview with CCTV, compared with the 2008 Beijing Olympics opening ceremony, the narrative angle of the 2022 Beijing Winter Olympics opening ceremony shifted from "I" to "We," telling the common spirit and concept of all mankind, telling the community with a shared future for mankind. This reflects cultural confidence. Together for a shared future is "we" together for a shared future. As a Chinese national enterprise, Baixiang cheers for the Chinese Winter Olympics. In Baixiang's view, this is an obligation and a social responsibility. On the road of development, there is a long way to go. Baixiang's persistence and focus may, in the near future, lead us to hear such a voice: Awesome, my country; awesome, my Baixiang.

Are you "watching" me?