---
title: "National Brands Surge: With Time-Honored Brand Endorsement, Qingxiangyuan Zhongba Soy Sauce Launches 'National Strategy'"
description: "A century-old heritage and artisan persistence define Qingxiangyuan, a national brand accelerating its expansion from Sichuan to the whole country. Amid a wave of national brand resurgence, Qingxiangyuan leverages its time-honored status and signature mushroom soy sauce to embark on a nationwide strategy."
author: "秦淮"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2023-10-07"
language: "en"
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# National Brands Surge: With Time-Honored Brand Endorsement, Qingxiangyuan Zhongba Soy Sauce Launches 'National Strategy'

> A century-old heritage and artisan persistence define Qingxiangyuan, a national brand accelerating its expansion from Sichuan to the whole country. Amid a wave of national brand resurgence, Qingxiangyuan leverages its time-honored status and signature mushroom soy sauce to embark on a nationwide strategy.

**Introduction: A century-old heritage, artisan persistence. Qingxiangyuan, a shining national brand, accelerates its expansion from Sichuan to the whole country.**
Recently, a public opinion storm involving Li Jiaqi and Huaxizi once again brought a batch of old national brands into the spotlight. Daily chemical national brands such as Bee & Flower, White Cat, and Yumeijing benefited from this round of 'storm'. Recall that in July 2021, Erke was subjected to 'wild consumption' by netizens after donating 50 million yuan in materials. By the end of the year, 'wild consumption' was selected as one of the top ten brand buzzwords of 2021. What does this series of national brand resurgence phenomena signify? Clearly, it reflects the cultural confidence and national confidence of the mainstream consumer group represented by the post-90s and post-95s, which has extended into a national brand consumption outlook. Looking at the present, among the Chinese consumption trend changes released by major institutions in recent years, there is bound to be one key point: 'a growing preference for national brands'. Undoubtedly, in the current consumer goods market, the light of national brands is increasingly attracting the attention of upstream and downstream industry practitioners.
So, which brands in the condiment sector can be considered 'national brand lights'? I think 'Qingxiangyuan' must be among them. Why? Let me mention two points, and perhaps you will understand its industry position: First, the Qingxiangyuan brand originated in 1828, a time-honored Chinese brand with a history of two hundred years; Second, its Zhongba soy sauce ranks first among the 'Eight Treasures of Sichuan Cuisine' (the eight traditional Sichuan cuisine seasoning treasures include: Zhongba soy sauce, Baoning vinegar, Pixian bean paste, Tongchuan fermented black beans, Zigong well salt, Neijiang sugar, Guanghan young ginger, Qingxi花椒, and Chengdu Erjingtiao chili). As the 109th Shenzhen Autumn Sugar Fair product selection approaches, Qingxiangyuan, as a time-honored Chinese brand, deserves attention!
**The national brand Qingxiangyuan, originating in 1828**
Qingxiangyuan, I think, is not unfamiliar to seasoned professionals in the condiment circle. The brand's history can be traced back to 1828, passed down through six generations. As early as 1962, it was rated as 'Sichuan Province Traditional Famous Condiment' by the Sichuan Provincial Department of Commerce. In 1978, it began to go abroad, selling to Canada and Southeast Asia, and entered European and American markets with Sichuan cuisine. In 1985, it was included in the 'Encyclopedia of Chinese Famous Foods' and selected for the 'Dictionary of Chinese Local Specialties'. In 2004, it was the first in the industry to be rated as 'China Geographical Indication Protected Product'. In 2011, it was awarded 'China Time-Honored Brand'. In 2021, it comprehensively laid out Sichuan-style compound seasonings. I think industry insiders are also clear that although its business development along the way has not been easy, with bumps and changes, fortunately, Qingxiangyuan has never stopped its pursuit and research of good products, continuously iterating and improving, and has gained recognition from the market and relevant institutions.
Qingxiangyuan's Zhongba soy sauce pioneered mushroom umami enhancement technology, adopting traditional brewing processes of sun-drying and night-dewing, and natural fermentation. It launched 'Mushroom Soy Sauce', leveraging consumers' high awareness of edible fungi, which gives it strong differentiation and uniqueness compared to similar products. From market performance, 'Mushroom Soy Sauce' is becoming the core single product of Zhongba soy sauce. According to internal sources, to this day, Zhongba soy sauce has consistently ranked in the top three in sales in Chengdu.
Industry experts have commented on Zhongba soy sauce: It is difficult to differentiate in the condiment category because it is not a directly consumed product but a cooking ingredient; its ultimate value is formed through mixing with dishes and cooking methods. Zhongba soy sauce from Mianyang, Sichuan, as a typical representative, differentiates its products through raw materials, focusing on launching 'Mushroom Soy Sauce', which shows distinct uniqueness in the soy sauce market, and its future growth space is promising!
With the strategic investment from Septwolves Group in 2022, coupled with the endorsement of a time-honored brand and the signature product Mushroom Soy Sauce, Qingxiangyuan is accelerating its expansion from Sichuan to the whole country.
**2023—Qingxiangyuan launches its nationalization strategy**
Of course, Qingxiangyuan's expansion from Sichuan to the whole country is not a whim. I have summarized three points: First, as mentioned at the beginning of the article, the improvement of national strength brings confidence in national culture, and cultural confidence brings the rise of national brands, which provides the basic soil for business development. The rise of national brands mentioned here does not mean the rise of all local brands, but the branding of products with local characteristics, the modernization of tea drinks, and the modernization of time-honored Chinese brands. Qingxiangyuan occupies the 'timely opportunity' dividend. Second, obtaining strategic investment from Septwolves Group, although the industry has doubts and confusion about this cross-border investment, we do not know the internal details, but one thing I think operators should be clear about: Septwolves, as a nationally renowned group enterprise, has a nationwide business vision and organizational management system, while Qingxiangyuan, as a time-honored Chinese brand with distinctive characteristics, needs such a business vision and organizational system to safeguard its development. This is Qingxiangyuan's 'geographical advantage'. Third, the nationalization strategy requires a complete product layout. In addition to the core fist product 'Mushroom Soy Sauce', it also needs a series of product line structures. It is understood that Qingxiangyuan's current products cover soy sauce, vinegar, cooking wine, sauerkraut fish seasoning, Sichuan chili sauce, pickles, Sichuan-style rice seasoning, and other series. In one sentence, Qingxiangyuan occupies 'timely opportunity, geographical advantage, and human harmony'. Under the rise of national brands, the opportunity for modernization of time-honored Chinese brands, the nationwide vision brought by external investment, and its own excellent products. This is Qingxiangyuan's confidence and strength to expand from Sichuan.
Of course, for this autumn sugar fair, Qingxiangyuan has also provided a package of hardcore policy support. First is personnel, which dealers value most. Annual sales of 2 million yuan support one full-time salesperson. New customers receive no less than one centralized distribution action within 3 months. Second is expenses, including support for new openings, shelf placement, barcodes, and display fees, as well as reward rebate policies. There are also related supporting materials, focusing on sales promotion support, advertising materials, in-store guides, and event activities.
**Specific franchise policy details**
(1) Team empowerment: training on corporate culture, product knowledge, brand tactics, and sales skills.
(2) Sales support: sales management, logistics management, return and exchange management, inventory management, and reward rebate policy support.
(3) Tool support: professional support including product knowledge manuals, channel standard manuals, and sales technique manuals.
(4) Entry support: support for new openings, shelf placement, barcodes, and display fees.
(5) Market development: no less than one centralized distribution action within 3 months for new customers.
(6) Market protection: designate one customer for cooperation in the same region and same channel.
(7) Personnel support: annual sales of 2 million yuan support one full-time salesperson.
(8) Sales promotion support: support for new product launches, advertising materials, in-store guides, and event activities.
(9) Customer relationship: key region, key channel, and key customer relationship management.
(10) Brand empowerment: support for regional media, brand building, and terminal visual merchandising.
**Mysterious new product grand launch**
Finally, according to insiders at Qingxiangyuan, **taking advantage of this autumn sugar fair product selection, Qingxiangyuan is about to officially release a heavyweight new product.** Given that Zhongba soy sauce has been mainly promoting mushroom-based soy sauce in recent years, it is believed that this heavyweight new product will continue its past core advantages and make innovative breakthroughs. Stay tuned! With the arrival of the 109th Autumn Sugar Fair, it is believed that Qingxiangyuan will attract more attention from condiment and grain & oil distributors. At this sugar fair site **(Shenzhen International Convention and Exhibition Center—Hall 15, Booth 063T)** , Qingxiangyuan will also bring extremely attractive on-site golden policies for willing distributor partners:
1. Sign on-site at the sugar fair, and the prepayment of 1 yuan on the day of signing can be used as 1.1 yuan (limited to 10,000 yuan).
2. Sign during the sugar fair and make a single payment within the event period (October 11 - November 11): if the amount is less than 200,000 yuan, enjoy a 10% bonus; if the amount is 200,000 yuan or more, enjoy a 15% bonus for market development.
3. On-site lottery for a 10,000-yuan gold bar: scan the QR code to draw gold bars, with first prize 60 grams, second prize 50 grams, and third prize 30 grams.
If you are interested in consulting about agency, please scan the QR code below to inquire.


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