---
title: "Frequent Hits: Why Leyaoju Has Become a Leader in New Chinese Dim Sum"
description: "At the 14th China Frozen Food Thousand Merchants Conference held in Zhengzhou on October 9, emerging frozen rice and flour brand Leyaoju stood out. By creating hit products in the C-end market, such as the top-selling rice burger series online and the No.1 siu mai on Tmall during Double 11, and expanding from regional to national presence in the B-end market with over 100 chain restaurants and 3,000 star hotels as clients, Leyaoju has demonstrated how insight into consumer needs and product innovation can drive rapid growth."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2021-10-10"
language: "en"
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# Frequent Hits: Why Leyaoju Has Become a Leader in New Chinese Dim Sum

> At the 14th China Frozen Food Thousand Merchants Conference held in Zhengzhou on October 9, emerging frozen rice and flour brand Leyaoju stood out. By creating hit products in the C-end market, such as the top-selling rice burger series online and the No.1 siu mai on Tmall during Double 11, and expanding from regional to national presence in the B-end market with over 100 chain restaurants and 3,000 star hotels as clients, Leyaoju has demonstrated how insight into consumer needs and product innovation can drive rapid growth.

As a bellwether for the frozen food industry, the 14th China Frozen Food Thousand Merchants Conference was held in Zhengzhou on October 9, bringing together industry leaders to discuss how to build competitiveness based on new consumer demands and innovation.
Among the most notable attendees was Leyaoju, a rapidly rising brand in the frozen rice and flour sector.
In the C-end market, Leyaoju has consistently created hit products: **its rice burger series achieved the top sales volume online across all channels, igniting category growth; its four-corner char siu bao became the No.1 on Tmall's noodle list during Double 11.**
In the B-end market, it has expanded from regional to national presence, with over 100 leading chain restaurant brands and 3,000 star-rated hotels choosing Leyaoju products.
Founded in 2012, how has Leyaoju grown so rapidly in just ten years by understanding consumer needs and innovating products?
**Insight into New Consumer Demands**
**Redefining the Frozen Rice and Flour Category**
In recent years, the standardization of ingredients in the foodservice sector has developed rapidly, fueling strong demand for high-quality frozen rice and flour products. Changes in consumer demand have triggered rapid industry transformation, **creating a blue ocean new track.**
As of November 2020, JD Fresh had partnered with over 400 restaurant brands, with more than 5,000 new SKUs in online ready-to-eat food categories; the convenience dishes category alone saw a 465% year-on-year growth.
During the "2021 National Online New Year Shopping Festival" starting January 20, sales of semi-finished dishes grew by 375.6% in just 10 days.
Driven by the gradual upgrade of household rice and flour consumption, innovative rice and flour products with improved production processes and varieties will provide new growth momentum for the industry, and numerous phenomenal products are bound to emerge in definitive directions such as health and premium quality.
**Leyaoju focuses on consumer insight and needs, redefining the "food business."** "A third option besides dining out and ordering takeout" will bring new development opportunities for Leyaoju and the frozen food category.
Meanwhile, new trends are emerging in China's new food consumption.
**First, new sensory experiences: Chinese tastes are not only changing but also highly receptive to new flavors, with rapid adoption.**
**Second, a new health balance: health and taste are equally important.**
**Third, new convenience rituals: under the mainstream consumption patterns of "lazy, homebound, hungry, busy, and craving," traditional convenience foods urgently need upgrading.**
On the other hand, the younger generation of consumers born in the 1990s and 2000s entering the kitchen has created a new demand for **"convenience above all, taste is king."** How to adapt to the iterative upgrade of consumption habits and suit contemporary consumer scenarios has become a new challenge for frozen food companies.
**Deep Dive into Consumption Scenarios**
**Variable Thinking in Product Innovation**
How should products respond to new consumer demands? Leyaoju provides a concrete answer: **focus on needs, innovate and refresh.**
Under the leadership of Chairman Chen Zhaoyang, Leyaoju has established a highly innovative R&D department, with three product lines: rice, flour, and ice products, developing an average of over a hundred new products annually, placing it at the leading level in China's frozen pastry industry.
**Leyaoju's R&D starts with consumer segments and delves into consumption scenarios, targeting different scenarios such as high-end hotels, supermarkets, schools, chain restaurants, and households, resulting in multiple hit products:** the Sanxi custard bun for hotel banquets, the teriyaki chicken rice burger for everyday dining, and the cat paw mousse for afternoon tea.
In addition, **Leyaoju has also launched an offline store sub-brand "You Liao in the Belly"** and its sub-brand "Qing Yao," focused on frozen desserts, won the "2021 China Food Ingredients Industry Top 100 Hit Products Award" this year.
While developing products quickly, Leyaoju adheres to extremely high industry standards in taste and quality, strictly maintaining a "three major gates" quality standard: **authentic ingredients, ultimate taste, and high aesthetic appeal.**
In September, Leyaoju won the "Hurun China Restaurant Chain Golden Reputation Supplier" award based on its overall strength. With products in hand, how to turn them into hits? This benefits from Leyaoju's sales channel strategy.
**B-end and C-end Linkage**
**Deeply Integrating Sales Channels**
Under new trends, developments, and opportunities, Leyaoju has chosen an omnichannel development strategy with integrated B-end and C-end channels. With multiple channels flourishing, it brings consumers a more convenient shopping experience.
In the B-end market, **Leyaoju has cultivated deep relationships over many years, serving over 3,000 five-star hotels and restaurants;** it continuously supplies top restaurant chains, large chain KAs, and convenience store systems, with a reputation for quality.
As new consumption prevails, interaction between brands and C-end consumers has become a trend. While deepening its B-end presence, Leyaoju is also expanding in the C-end market, entering school cafeterias and community fresh food stores offline; online, it has established partnerships with major e-commerce platforms such as JD.com, Tmall, and Pinduoduo, and its high-quality, differentiated products are being promoted through live streaming, favored by top influencers.
"Good products speak for themselves." This year, Leyaoju launched its brand film "Why Does the World Need Pickiness?" The spirit of "pickiness" resonated with the public, and a large number of users spontaneously generated high-quality UGC content on social platforms, enhancing Leyaoju's brand social communication.
Ultimately, Leyaoju has gained market recognition through strong quality, **deep market insight, and precise understanding of consumer psychology,** and its powerful channels add to its success.
**National Expansion**
**Deepening Supply Chain Advantages**
Facing a new competitive environment, how can Leyaoju shape future-oriented supply chain capabilities, achieve scale efficiency and flexible production, and meet the strategy of comprehensive national market expansion?
To unblock the path to nationwide reach, Leyaoju has initiated a national production layout, leveraging **"flexible production and customized demand fulfillment"** to build unique supply chain advantages.
In addition to expanding its third plant at its Xiamen headquarters, it has built a processing plant with supporting production lines in Luohe, Henan, a logistics hub, and established a central warehouse to meet the standardized, large-scale pastry production capacity and channel needs of the central and northern regions.
Chairman Chen Zhaoyang previously stated in an interview that **in its 2021 channel plan, Leyaoju chose a dual-channel development of B-end and C-end, with a focus on supporting distributors,** and will penetrate third- and fourth-tier markets, deepen relationships with key chain restaurant clients, community group buying, and convenience store systems, and develop special channels such as university and middle school cafeterias and school supermarkets.
Leyaoju understands that only by making efforts on multiple fronts can a new brand gradually stand out in fierce competition. It is advancing on all fronts to embrace opportunities and challenges, and is willing to work hand in hand with peers to promote the faster and healthier development of the frozen food industry!
**Are you "watching" me?**


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