"Baixiang has truly changed. It has become more fashionable and younger..." This is the perception of many distributors regarding Baixiang Food's recent innovations in products and branding. If you were encountering Baixiang for the first time, you might mistake it for an innovative consumer brand. But for distributors who have been in the market for years, such exclamations are understandable when comparing with the past. In recent years, the Dalajiao brand, as the first member of Baixiang Food Group to take on the task of rejuvenation, has shone brightly in the market. Public data shows that the Baixiang Dalajiao brand was launched in 2006, and in 2018, it targeted the trendy spicy food market, precisely positioning its consumer base. In the 60 billion yuan instant noodle market, it carved out a niche in the spicy food segment, selecting the most popular and socially interactive product—fire chicken noodles—as a first entry, positioning at the mainstream price point, fully leveraging Baixiang's traditional offline channel advantages. It reached 500,000 terminal outlets, solving the problem of "affordability, availability, and location" for consumers. In 2019, Dalajiao fire chicken noodles firmly held the top spot among domestic fire chicken noodle brands, with cumulative sales across all categories exceeding 1 billion packs, and continued to lead the e-commerce platform's instant food fire chicken noodle category in sales and popularity rankings. As the product line expanded, Dalajiao also introduced many star products such as hot and sour noodles, red oil noodle sheets, and Chongqing small noodles. Behind these achievements lies a series of innovative actions by Baixiang Dalajiao. Today, we will deeply interpret Baixiang to see how this food giant has rejuvenated itself and embraced Generation Z. Of course, through these actions, we can also see the strategic focus of Baixiang Food's next phase. ****Where consumers are, Baixiang goes During the just-concluded Double 11 shopping festival, sales of several popular spicy foods, including Dalajiao fire chicken noodles, Chongqing small noodles, crayfish mixed noodles, bone soup hot and sour noodles, and Nanchang mixed noodles, reached new highs. Baixiang's self-operated Tmall flagship store alone exceeded last year's total sales for the entire day within just 2 hours on Double 11! Overall, Baixiang Food's total e-commerce sales across all channels exceeded 60 million yuan, with the self-operated Tmall flagship store seeing a year-on-year increase of 190%. It ranked TOP 4 in the instant noodle category on the Double 11 overall list. Baixiang's Douyin flagship store sales approached 10 million yuan, with Dalajiao Nanchang mixed noodles being selected for the Douyin mixed noodle reputation list TOP 3, and Dalajiao hot and sour noodles being selected for the bucket instant noodle bestseller list TOP 3. These achievements, I believe, are sufficient to validate the enthusiasm of new consumer groups for Baixiang, and they perfectly illustrate the classic business logic: Where consumers are, we go! In fact, in the past, the industry once entered a state where market stock had peaked. If you look solely at the number of people, that is indeed the case. But if you change the dimension and look at consumption scenarios and behaviors, there is still enormous room for brand growth. This incremental space comes from deep insights into the lifestyles, emotional consensus, and consumption paths of young people. Taking Baixiang's Dalajiao as an example, it uses Generation Z as its core demographic, and through various scenario-based consumption different from traditional instant noodles—such as eating alone at home, late-night snacks, travel convenience, late-night work meals, casual snacks, and social gatherings—it conveys that Dalajiao always aims to satisfy young people's preferences. It is based on a new lifestyle under Generation Z, enhancing interactive consensus through new scenarios with new products. From demographic insights to scenario insights to behavioral insights, this is the fresh thinking behind Baixiang Dalajiao's renewal. Actively laying out various new business formats such as e-commerce platforms, social platforms, and community platforms, and establishing many effective new consumption scenarios in ways that young people enjoy, Dalajiao has become a brand favored by young consumers. Of course, this favor was not achieved overnight. From the release of Baixiang Food's new brand logo in November 2020, to the launch of Dalajiao's "Three-Eyed Spicy Boy AKA ONFIRE" IP, to numerous cross-border collaborations and visual expressions of two-dimensional culture, a series of explorations and communications ultimately led young people to cast their votes. ****Baixiang's offensive: Where is the next stop? Recently, Baixiang has fully upgraded the Dalajiao brand, further cementing its "bet" on young consumers. The newly released brand story film, which adopts a young consumer attitude, tightly grasps three key elements: key groups, key scenarios, and key emotions. It constantly validates that the Dalajiao brand must align with current mainstream emotions, current young scenarios, and the brand's defined mission. Seeing this, let's observe further: with a new brand perception and online channel growth, where is the next stop? The answer is: Attack offline! How to understand this? Behind brand renewal is establishing new consensus with consumers. Whether it's emotional resonance or scenario adaptation, the core is to make consumers realize: You have changed! Behind online growth is using new consensus to make the brand appear in consumers' shopping lists. Using transaction logic to validate consumers' love for Baixiang is the most direct and objective proof. After successful validation, the accumulated brand momentum from the past is finally fed back to offline channels, going to broader markets. These are also Baixiang's most familiar territories. Go to CVS convenience stores, community fresh supermarkets, KA hypermarkets, O2O new retail home delivery platforms... According to internal sources, the Dalajiao brand is currently intensifying preparations for a "channel offensive." Compared to the past, it is more pragmatic. To ensure success, it has also formed a "special task force" and is testing channel models in some southern cities. Steady progress, gradual iteration. The channel model testing here is not just about choosing which channels, but more about marketing strategies matched to the channels, including precise cost investment, dedicated shelf and area configurations, promotional material placement based on brand renewal and innovative products, and "carpet-style" tasting experiences and community campus activities. It is understood that once Baixiang completes the channel model testing in urban markets, the next step will be a major push, equipped with reorganized ammunition. Of course, such strategic goals and key investments may undoubtedly be a huge dividend for distributors. Under Baixiang's "channel offensive" grand strategy, they can achieve a second takeoff for their own businesses. Summary: Taking the already validated innovative products and consensus brand steadily into the offline market. I think over the past few years, Baixiang has continuously innovated products, iterated brands, constantly gained insights into young consumers' needs, went to online e-commerce channels, used live streams and dominated key sales days, all to accumulate strength for this moment: the offensive! Better brand awareness, broader coverage, more channel growth, allowing Baixiang to truly complete its second entrepreneurial goal. "An old man talks about youthful madness," from the inside out, from top to bottom, a series of upgrades in the past and present seem to be fully preparing for the upcoming offensive. Baixiang's offensive—let's wait and see! Of course, for distributors, now is the best time to join while Baixiang is attacking. Are you "watching" me?