---
title: "Sales Surge 9000-Fold, Annual Sales Reach 10 Billion: How This Snack, Frenzied by Fans at Home and Abroad, Carved Out a Path?"
description: "Outstanding best-selling products always excel in certain fundamental qualities. Following the global success of Lao Gan Ma, another delicacy has conquered foreigners: Liuzhou Luosifen (river snail rice noodles). In February 2020, it topped Weibo hot searches nine times, with 700 million people worldwide urging delivery, making it the favorite snack during the pandemic."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2020-09-29"
language: "en"
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---

# Sales Surge 9000-Fold, Annual Sales Reach 10 Billion: How This Snack, Frenzied by Fans at Home and Abroad, Carved Out a Path?

> Outstanding best-selling products always excel in certain fundamental qualities. Following the global success of Lao Gan Ma, another delicacy has conquered foreigners: Liuzhou Luosifen (river snail rice noodles). In February 2020, it topped Weibo hot searches nine times, with 700 million people worldwide urging delivery, making it the favorite snack during the pandemic.

**Those outstanding best-selling products must have perfected certain basic qualities. After Lao Gan Ma swept the globe overseas, another delicacy has conquered foreigners: Liuzhou Luosifen.**
This spring, a snack industry was set abuzz.
**In February 2020, Liuzhou Luosifen appeared on Weibo hot searches nine times, with 700 million people worldwide urging delivery, making it the favorite snack during the pandemic.**
Despite its "stinky" smell, Luosifen unexpectedly became a sought-after treat. With its unique sour, stinky, and spicy flavor, Liuzhou Luosifen has sparked wave after wave of online trends, earning its place as the undisputed "national internet celebrity."

**-01-**
**Loving "Stinky" Food, the Explosive Luosifen is Born**
Luosifen is a snack from Liuzhou, Guangxi, characterized by its spicy, refreshing, fresh, sour, and hot flavor. It is made with Liuzhou-specific rice noodles, fermented bamboo shoots, peanuts, fried tofu skin, daylily buds, dried radish, and a broth made from boiled river snails.
**From its birth in the 1980s until 2014, Luosifen existed only in street-side shops in Liuzhou.** In 2012, the phenomenal documentary series "A Bite of China" aired, and in the tenth minute of the first episode of the first season, Luosifen appeared.
This show popularized countless foods, even boosting the stock prices of related industries. **As one of the biggest beneficiaries, Luosifen was quickly moved from street-side shops into pre-packaged bags in offline malls and online e-commerce.**
In 2019, Taobao foodies ate their way to 4 billion GDP through Luosifen. According to a Taobao list, Luosifen topped both rankings with absolute strength!
Over the past decade, Luosifen sales have surged, with a growth rate of 9000 times. In 2018, there were 12,000 online stores selling Luosifen, with 18 million consumers, a 90% increase in consumer numbers. **Data from the Liuzhou Municipal Commerce Bureau shows that in the first half of this year, pre-packaged Luosifen in Liuzhou reached 4.98 billion yuan, with annual projections of 9 billion yuan.**
At noon on August 6, 2020, CCTV-1 and CCTV-13 aired "Guangxi: Turning Negative to Positive! GDP Growth in the First Half of the Year Ranked in the National Top Ten" in the "Recovery Map: Local Economy Semi-Annual Report" segment.
It highlighted the surge in production and sales of Liuzhou Luosifen and the blowout in exports. Following the CCTV report, multiple media outlets in Liuzhou covered the story, and Liuzhou Luosifen flooded social media feeds.
Not only in the domestic market, but Luosifen has also become a hit overseas. This year, in addition to exports to the United States, Australia, and Europe, it entered Singapore, New Zealand, Russia, and other countries for the first time.
On the US site Yamibuy, a bag of Luosifen sells for 27.6 to 34.5 yuan, two to three times the domestic price, yet it remains a hot seller, with all online Luosifen sold out.
The topic "Luosifen exports surge in the first four months of 2020" hit Weibo hot searches, with 310 million reads and 36,000 discussions.
From January to April this year, Liuzhou Customs supervised 10 batches of Luosifen exports, with an export value of $311,000, a 141.68% increase over the entire previous year.

**-02-**
**From Thousands to Millions of Daily Packs, Luowang's Sales Explode**
Today, amid competition among many brands, one company—Guangxi Luowang Food Co., Ltd.—has stood out and attracted media attention.
During a CCTV interview in August, Luowang's chairman Yao Hanlin said, "This year has seen explosive growth. Take our company, for example: from an initial daily capacity of a few thousand packs, to 80,000-100,000 packs per day last year in 2019, and in the first half of this year we grew to 250,000-280,000 packs. When the new factory in Luowei Industrial Park goes into production, daily capacity will reach 1 million packs."
In January 2016, Guangxi Luowang Food Co., Ltd. was officially established in the Hexi Industrial Park in Liuzhou, with a 7,000 square meter factory put into operation, marking the beginning of Luowang's leadership in the Liuzhou Luosifen industry.
From its inception, Luowang obtained the first export qualification in the Luosifen industry, successfully applied for US FDA and SID certifications, and launched cross-border e-commerce in 2017. Within just one year, Luowang led in sales of instant food on Amazon, eBay, Yamibuy, Maimai, and other platforms.
**In 2017, Liuzhou Luosifen became the most popular snack on Taobao with annual sales of 24.8 million units. Luowang's Luosifen accounted for one-quarter of total Luosifen sales on the Taobao platform.**
By 2019, Luowang took the lead in offline expansion, meticulously covering the national offline distribution market; from Shanghai to Tibet, from Heilongjiang to Hainan, and established sales networks in over 20,000 stores across the top 100 chain supermarket systems nationwide. It also earned the honor of being the top-selling pre-packaged Liuzhou Luosifen brand offline in 2019!
Surprisingly, Luowang announced a "strategic goal" this year: to become the first listed rice noodle brand in China.
To secure the "quality ticket" to the global market, Luowang invested heavily in building a rice noodle factory and creating an export-oriented rice planting base, showing great dedication to noodle quality.
It also passed EU standards, becoming the only Luosifen enterprise with EU export qualifications. Even competitors couldn't help but praise it as "a common glory for Guangxi and Liuzhou people," and evidence that domestic Luosifen has reached international first-class quality and is competing globally.

**-03-**
**Luowang's Foundation and Future**
**Great achievements require attention to detail!**
As the "National Luosifen Processing Technology R&D Professional Center," Luowang's success is backed by **an innovative operational model combining "production base + central kitchen + e-commerce sales" and a base operation model of "production base + company + farmers (cooperatives)."**
First, it handles everything from planting and breeding raw materials for Luosifen to production and processing, ensuring full supply chain safety without blind spots; second, it elevates breeding bases, factories, and food safety management systems to leading levels.
Luowang's rice planting base prohibits agricultural chemicals throughout, with planting areas far from urban areas, ensuring clean water, blue skies, fresh air, and pure soil. Using "duck-rice co-cultivation" technology, it produces green organic rice. The rice noodles from Luowang's rice planting base (Liuzhou's first certified rice export base) have passed non-GMO certification. Additionally, a 3,000 square meter "Luowang" tofu skin and quail egg processing plant went into production in 2019, marking steady progress toward self-sufficiency in raw materials.
On the "conscience" side, the company integrates development with increasing farmers' incomes; on the other, it combines globally advanced intelligent equipment with 26 patents, living up to the title of "National Luosifen Processing Technology R&D Professional Center." Such extensive efforts are necessary to produce high-quality Luosifen that meets EU standards.
As one of the earliest exporters of Luosifen, Luowang spent five years honing its craft and underwent a brand upgrade in 2020. Without changing the original taste or flavor, it comprehensively upgraded packaging and cooking methods.
Building on the full industry chain, Luowang continues to innovate explosively.
Amid the frenzy for bagged boiled Luosifen, Luowang considered how to further optimize the product to let consumers enjoy more convenient and delicious Luosifen. In 2020, Luowang launched a comprehensive brand upgrade, introducing a new cup product that not only enhances the taste and flavor but also upgrades packaging and cooking methods.
The new cup instant Luosifen uses carefully selected ingredients—whether bamboo shoots, tofu skin, pickled beans, radish, peanuts, or chili oil packets—all chosen to craft a great-tasting bowl. The seasoning packets, including bamboo shoots, tofu skin, peanuts, and pickled beans, are neatly arranged, with generous portions, and the concentrated snail bone broth packet delivers an authentic flavor. It's unmistakably authentic Luosifen.
Additionally, the cup version brews faster.
The new cup instant Luosifen takes only 6 minutes—just add boiling water and enjoy a satisfying meal. With its built-in bowl, spoon, and brewing function, it meets the needs of more scenarios, from office workers' breakfasts to holiday trips, all ready in 6 minutes.
Whether in shopping malls, bus stations, train stations, airports, or docks, you can enjoy a bowl of nutritious and delicious Luosifen anytime, anywhere. Simple to brew, authentic in taste, and perfect for satisfying cravings, it has been well-received by travelers, office workers, and students alike.
The new cup product features "small portions, high aesthetics" in appearance; "regional specialty, internet-famous brand" in branding; and is suitable for "late nights, lazy people, and cooking" in convenience, hitting all consumer targets. We believe the launch of this new product will trigger another wave of frenzied purchasing.

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