With the growth of instant noodle market sales and the support of new consumer demands and diversified channels, brands are presented with new opportunities. The national brand Baixiang seized this opportunity by empowering distributors and consumers with youthful products, injecting new vitality into the promising Chinese instant noodle market. Continuous On-site Signing Distributors "Crowd" Baixiang's Booth At the 108th China Sugar and Wine Fair, Baixiang made a stunning appearance with a luxurious special booth. During the exhibition, the booth was bustling with people. The display of multiple products attracted nearly 10,000 distributors from all over the country. The negotiation area inside the booth was also filled with distributors interested in Baixiang products, and on-site signing was continuous. This national instant noodle brand, with its deeply rooted brand influence and youthful, diversified products, gave distributors strong confidence. In today's increasingly competitive instant noodle industry, Baixiang still adheres to itself and understands product needs from the consumer's perspective, which is truly commendable, making it one of the most popular brands at this Sugar and Wine Fair. Why do distributors favor Baixiang? Founded in 1997, Baixiang has become a national brand in China's instant noodle market. This locally grown Chinese enterprise has brought sustained growth to distributors over the years through its good market reputation, cost-effective product experience, and reasonable profit planning, even becoming a stepping stone for some distributors to open up regional instant noodle markets. The popularity of Baixiang's booth at this Sugar and Wine Fair is sufficient to prove this. Why can this old domestic instant noodle brand attract distributors' attention? First is the brand effect. Baixiang, established in 1997, has now laid out in 10 provinces including Henan, Hebei, Shandong, Sichuan, Jilin, and Shanxi, with 12 high-quality noodle product production bases. According to New Distribution, Baixiang currently has 20 branch companies nationwide, with about 500,000 people participating in Baixiang's business blueprint. This national brand has even become a memory for the post-80s and post-90s generations, accompanying the growth of a generation. Years of word-of-mouth accumulation and channel construction have built up good reputation and brand credibility for Baixiang, making it deeply rooted in people's hearts and a backbone force in the instant noodle market. Secondly, Baixiang provides distributors with one-stop instant noodle procurement with its high-quality brand and rich products, and also offers diversified product choices for consumers and terminal channels. Among them, Baixiang's signature product, Tang Hao He (Good Soup), leverages its innate advantages in bone soup instant noodles, selects real ingredients, inherits ancient slow-cooking methods, follows six meticulous processes, and insists on simmering for 6 hours to deliver a bowl of Chinese good soup to consumers. The launch of Baixiang Tang Hao He has shown the Chinese instant noodle market the confidence to transform towards high-end, healthy, and nutritious products. On the consumer side, Baixiang Tang Hao He is also very popular, with national sales exceeding 1.5 billion servings. In addition, Baixiang insists on serving more consumers with differentiated products to meet the different needs of consumers in different scenarios. For example, it launched Da La Jiao, which has been widely recognized by consumers for its trendy flavors and has become one of the best-selling brands in the domestic fire chicken noodle category. The Da Gu Mian (Big Bone Noodle), which focuses on nutrition and health, has opened a new era from "instant noodles in plain water" to "instant noodles in bone broth," bringing new choices for consumers who pursue nutrition. In addition, to meet the needs of segmented groups such as students, mothers, and working people, Baixiang has also launched series such as Da Gu Duo Ban Pai, Fen Mian Cai Dan, Jing Dun, Duo Yi Ban, and Jing Dian. Furthermore, Baixiang has also entered the instant noodle snack track, launching the Ka Zhi Cui series. Three flavors make consumers lick their fingers after eating, and the exquisite snack-style packaging also makes Ka Zhi Cui a leisure food beyond three meals. If Baixiang's brand power and rich product matrix provide distributors with information and profit channels, then how does Baixiang make old distributors persist and new distributors recognize it? That is, Baixiang has created a series of training and support policies for distributors: 1 __ Intimate nanny-style service: One-on-one assistance in recruitment, training, lectures, and promotion policy interpretation, insisting on growing together with customers 2 __ Complete supply chain system: Sufficient supply system combined with efficient logistics and delivery to escort customers in opening up and operating markets 3 __ Strict market order maintenance:**** Adhering to zero tolerance for low prices and cross-region/parallel goods, solving distributors' worries Creating Consumer Experience Scenarios Live-streaming Recruitment, Baixiang's Youthfulness Is Not Just About Launching New Products The reason why Baixiang attracts distributors is mainly due to consumers' recognition of Baixiang products, and the reason why consumers like Baixiang is inseparable from Baixiang's youthful development. Obviously, Baixiang's innovation is not limited to product flavor renewal and packaging upgrades. In addition to continuous product innovation and upgrades, Baixiang also connects with consumers through practical actions. For example, it launched the Instant Noodle Factory Immersive Theme Store offline. In the theme store, ordinary consumers can experience how a pack of instant noodles is born through the air shower room, employee changing room, noodle-making corridor, and soup simmering room. The emergence of the Instant Noodle Factory Theme Store is actually one of the ways Baixiang maintains young consumers, allowing consumers to feel the production process of instant noodles through personal experience, and also deepening young consumers' awareness of the Baixiang brand. In addition to creating the Instant Noodle Factory Theme Store, Baixiang also launched slow live broadcasts of production lines on multiple platforms such as Douyin, WeChat Channels, Weibo, and Bilibili, allowing more young consumers to watch Baixiang's factory and act as "cloud supervisors." Opening the factory slow live broadcast is Baixiang's way of directly showing the instant noodle production line to consumers, allowing them to see the production process with their own eyes. From experiencing instant noodle production to personally supervising the brand's production line, Baixiang's two-step operation successfully attracted the attention of young consumers and also attracted a wave of young fans. In addition, Baixiang also conducts product promotion and recruitment through live streaming. On April 13, Baixiang, together with New Distribution, created a recruitment live stream with the theme "Moving Forward Together, Unlimited Business Opportunities" for distributors nationwide during the Sugar and Wine Fair. In addition to achieving recruitment purposes, this live stream was more importantly to allow distributors to see a deeper and more intuitive understanding of Baixiang's future strategic layout and product planning through different themed live streams of the Baixiang brand, so that food industry distributors who did not come to the scene can also fully understand Baixiang's development plan for instant noodles. Leverage platform traffic to attract more industry attention. Scenario-based experience, digital content dissemination, and live-stream recruitment are manifestations of Baixiang's youthfulness, and it is precisely for this reason that more distributors and consumers have been attracted. Nowadays, the relationship between brands and consumers is no longer one of education and being educated, but one of attraction and attention. In Baixiang, we see good interaction between the brand and consumers. In addition, the relationship between the brand and distributors is no longer one of selling and stocking goods, but of building a community of shared destiny and growing together with distributors. Baixiang's recruitment during this Sugar and Wine Fair was a great success. In addition to attracting distributors with strong brand power and a diversified product matrix, Baixiang also met the needs of current distributors for profit, growth, and service by creating a training and service system that grows together with distributors. At the same time, Baixiang links the stickiness between young consumers and the brand through rich scenario-based experiences, allowing consumers to participate and understand the brand and products more deeply. This move also provides a mass foundation for distributors to open up markets. As a national brand, Baixiang has not gained new growth by overdrawing its brand power, but by actively transforming and innovating after gaining insights into current instant noodle market trends and consumer needs. For B-end distributors, it strengthens their trust in the brand by building a community of shared destiny between manufacturers and distributors. For C-end consumers, it uses digital tools to connect with new groups and opens up new increments with segmented products. Although this Sugar and Wine Fair has come to an end, Baixiang's journey of growing together with distributors in 2023 has just begun.