The national snack latiao, which has accompanied a generation's growth, actually has only about 20 years of history. In recent years, this emerging industry is undergoing qualitative changes. Latiao producers, represented by Weilong, are continuously iterating and upgrading in areas such as selecting high-quality raw materials, automated production processes, and healthier product formulations. Behind these seemingly simple steps is the brand's meticulous pursuit of taste, flavor, and healthiness in its reassuring latiao products. In fact, the latiao industry, which is highly sought after by young people, has vigorous market potential. In 2020, the market size of China's latiao industry was approximately 45.5 billion yuan, with a compound annual growth rate of 9.4% over the past five years. For any industry to enter a stage of higher-quality development, standardization is an inevitable path, in addition to industrialization and scale. Standardization is the foundation of industry development. Only by further regulating the industry's quality management system and continuously improving production and operation levels can the entire industry chain achieve an overall leap. Against this backdrop, Weilong, a leading latiao enterprise, actively participated in formulating the industry standard for seasoned flour products, hoping that the release of this new standard will guide the industry to be more professional, higher quality, and more reassuring, and to restore the reputation of the latiao category. 01 Industry Standard for Latiao Released, Igniting the 100-Billion-Yuan Latiao Market In recent years, continuously upgrading consumption concepts have given rise to new consumer demands. The pursuit of a healthy diet has become a consensus among more and more consumers. New trends on the demand side have posed new challenges to the snack food industry. Facing changes in the consumption environment, the latiao industry, as an important part of the snack category, is also seeking new breakthroughs. During the critical period of latiao upgrade, the release of the industry standard for seasoned flour products is of milestone significance. The core of the newly released industry standard is the healthiness of the industry, proposing new goals for latiao products: "reduce oil, reduce sugar, reduce salt, and control additives." In the revised industry standard, the variety and quantity of food additives used have been reduced by more than 70%, salt content has decreased by 17.7%, and oil content has decreased by 10%. As an industry pioneer, Weilong hopes that the new industry standard will help the industry develop in a standardized, healthy, and high-end direction, allowing customers to eat latiao with confidence. Liu Weiping, Chairman of Weilong Delicious Global Holdings Co., Ltd., announced at the industry development seminar that Weilong will establish a special research fund for the healthification of seasoned flour products, and together with the Chinese Institute of Food Science and Technology, will cooperate with Dalian Polytechnic University, Jiangnan University, Henan University of Technology, Henan Agricultural University, and Zhengzhou University of Light Industry to launch a "industry-university-research integration strategic cooperation" project, focusing on topics such as nutrition and healthification in the latiao industry, continuously innovating new products, new flavors, and new processes, and leading the industry to new vitality. Weilong signed cooperation agreements with Dalian Polytechnic University, Jiangnan University, Henan University of Technology, Henan Agricultural University, and Zhengzhou University of Light Industry. Professor Meng Suhe, Honorary Chairman of the Chinese Institute of Food Science and Technology, said: "The formulation of standards is full of scientific debate and continuous exploration. The release of the industry standard for seasoned flour products is a phased achievement of the entire industry moving from growth to maturity. It is also a new starting point for the industry to form a differentiated innovation pattern under the protection of standards." The latiao industry is at a critical period of upgrading and transformation. The introduction of the industry standard is like a final push, resolving current industry pain points and helping boost consumer confidence. The 100-billion-yuan dream of the latiao industry is within reach. 02 Over 20 Years of Commitment to Reassuring Quality: Weilong's "Six Leading Advantages" Recognized by Academicians and Experts Although the latiao industry is closely linked to the agricultural product-related industry chain, it is one of the best practical examples of agricultural economy achieving modernization and industrialization. In fact, the latiao industry has long bid farewell to the manual workshop production model and has fully entered the stage of mechanized production. Some leading enterprises, such as Weilong, are at the forefront of industry innovation and leadership. Professor Zhu Beiwei, an academician of the Chinese Academy of Engineering, Vice Chairman of the Chinese Institute of Food Science and Technology, and from Dalian Polytechnic University, said at the seminar: "When I visited Weilong for research, I saw intelligent factories and workshops, a professional R&D team, and a dedicated industry research institute. I was very pleased. This shows that Weilong has a strong sense of social responsibility and mission." Professor Zhu Beiwei, academician of the Chinese Academy of Engineering, Vice Chairman of the Chinese Institute of Food Science and Technology, and from Dalian Polytechnic University, delivered a speech. For over 20 years, in order to create more reassuring latiao products, Weilong has adhered to quality, with high standards and strict requirements, forming the industry-renowned "Six Leading Advantages" in six aspects: raw materials, technology, production, R&D, channels, and sales, consolidating its core competitiveness. In raw materials, Weilong selects wheat from golden regions and first-grade soybean oil, and has established strategic partnerships with excellent raw material suppliers such as COFCO Grains and COFCO Oils; In technology, Weilong adheres to non-fried, 0 trans fatty acids, 0 sodium cyclamate process standards, and has obtained certifications from multiple national food standard systems; In production, Weilong has introduced fully automated production equipment and advanced digital and intelligent technologies to improve production quality and efficiency; In R&D, Weilong has established its own research institute and launched the "industry-university-research integration strategic cooperation" project with universities; In channels, Weilong has nearly 2,000 distributors, covering 690,000 terminals nationwide; In sales, Weilong sells over 10 billion packs of latiao a year, selling well in more than 30 countries, maintaining the "global sales leadership" position. The implementation of the latiao industry standard has undoubtedly injected a shot in the arm for the orderly development of the latiao industry. As the pioneer and leader of the latiao industry, Weilong, riding on the momentum of the standard implementation, with the support of government regulation and top scientific research forces, is bound to usher in a new round of growth. Weilong latiao products have received the "Global Sales Leadership" certification from Frost & Sullivan. 03 Strictly Adhering to Both Industry and Enterprise Standards, the Latiao Leader Takes the Lead in Launching the "Reassuring Latiao" Strategy For Weilong, as a formulator of industry standards, the industry standard is only the bottom line. At the industry development seminar, Weilong promised to strictly adhere to both industry and enterprise standards, strictly implement the "one reduction, one control, one decrease" (reduce salt, control fat, reduce additives), and fulfill the responsibility of high-standard production. At the same time, Weilong also officially announced the launch of the "Latiao Upgrade" strategy at the seminar. In the future, Weilong will continue to make efforts in product innovation, channel refinement, and nutrition science communication, build a reassuring brand, and continuously consolidate its leadership position in latiao. Liu Weiping, Chairman of Weilong Delicious Global Holdings Co., Ltd., released Weilong's "Reassuring Latiao" strategy. At the product level, Weilong will focus on the reassuring concept, and with the support of top scientific research forces such as the team of Professor Zhu Beiwei, academician of the Chinese Academy of Engineering, Vice Chairman of the Chinese Institute of Food Science and Technology, and from Dalian Polytechnic University, will develop new latiao products to meet customers' needs for reassuring and healthy latiao. At the communication level, Weilong will invest special communication funds in 2022, carrying out nutrition science knowledge education through large-scale mainstream media placements and internet public relations activities, reshaping customer cognition, and achieving consumption conversion. At the channel level, Weilong announced the launch of its auxiliary sales model plan, continuously improving store coverage and terminal quality, creating an industry channel benchmark, and injecting new development momentum into distributor partners' businesses. Under the guidance of the "Reassuring Latiao" strategy, Weilong is bound to further lead the upgrade of the latiao industry and lead the entire industry to new vitality in meeting new consumer demands. We also look forward to Weilong, as a representative Chinese snack brand, shining globally and letting the world fall in love with Chinese flavors!