---
title: "The \"Beijing Instant Noodles\" Without a \"Beijing Hukou\"!"
description: "For those born in the 80s and 90s, \"Beijing Instant Noodles\" were a childhood favorite, a shared memory despite individual tastes. But it's not actually from Beijing; its real name is \"Nanjiecun Brand Beijing Instant Noodles.\" This article explores the origin of the name and the brand's development, including its rise, fall, and challenges."
author: "New Distribution"
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published: "2017-12-16"
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# The "Beijing Instant Noodles" Without a "Beijing Hukou"!

> For those born in the 80s and 90s, "Beijing Instant Noodles" were a childhood favorite, a shared memory despite individual tastes. But it's not actually from Beijing; its real name is "Nanjiecun Brand Beijing Instant Noodles." This article explores the origin of the name and the brand's development, including its rise, fall, and challenges.

When it comes to the favorite snacks of the post-80s and post-90s generations, "Beijing Instant Noodles" are definitely a hit. Even if "there are a thousand Hamlets in a thousand people's eyes," "Beijing Instant Noodles" are a common memory.
The crispy noodle cake and the spicy seasoning packet are an unforgettable taste on the tip of the tongue, and a nostalgia for the innocent self of those years.
But did you know? It's not actually "Beijing Instant Noodles." To be precise, it's called "Nanjiecun Brand Beijing Instant Noodles."
Why is it called that? How is it doing now? Don't worry, let's find out together.
**The "Beijing Instant Noodles" Without a "Beijing Hukou"**
Nanjiecun, located in Linying County, Luohe City, Henan Province, is a village that is now a famous 4A scenic tourist area. Under the leadership of its leader Wang Hongbin, Nanjiecun established a village-run collective economic entity, abbreviated as "Nanjiecun Group," which has 28 enterprises under it.
The beloved "Beijing Instant Noodles" is one of the main industries of Nanjiecun Group, but its correct name should be "Nanjiecun Brand Beijing Instant Noodles." It doesn't have a "Beijing hukou"; it is a genuine "Henan native."
**So why is it called "Beijing Instant Noodles"?**
Nanjiecun brand instant noodles have a history of more than 20 years. They initially cooperated with Beijing Jinsong Pastry Factory. Because of the cooperative relationship, the word "Beijing" was added before the instant noodles. This is the result of long-term cooperation and a sign of respect for the partner. Over time, "Beijing" became a unique identifier on "Nanjiecun Instant Noodles," an important part of the product name, and a specific cultural symbol distinguishing it from other instant noodles.
**The "Overbearing" Nanjiecun Brand Beijing Instant Noodles**
In November 2004, the "Nanjiecun" trademark was recognized as a China Well-Known Trademark by the Trademark Office of the State Administration for Industry and Commerce, and Nanjiecun Group also enjoys the copyright of the artistic work "Beijing Spicy Instant Noodles."
From the perspective of national popularity, the duration of use of Nanjiecun Beijing Instant Noodles, and the intensity of publicity, Nanjiecun Beijing Instant Noodles can already constitute a well-known product with exclusive use rights.
Previously, a food company in Shangqiu, Henan, used the words "Beijing Spicy Instant Noodles" on the packaging of its instant noodles. Nanjiecun Group sued it for unfair competition, demanding that the Shangqiu manufacturer stop infringing on the unique name of its well-known product and provide reasonable compensation. Ultimately, the court ruled in favor of Nanjiecun Group based on the Anti-Unfair Competition Law.
Thus, Nanjiecun instant noodles are not only a childhood memory but also a unique name of a well-known product.
**Once Glorious, It Was Also Pulled Off the Pedestal**
In 1980, under the leadership of Wang Hongbin, then 29-year-old "squad leader" of Nanjiecun, the village set up a brick factory and a flour mill. To expand production, they sold the "quotas" for bricks that hadn't been fired yet, using the money to build kilns. When the bricks were fired, buyers would take the bricks with their quotas. This is the origin of the later saying that Nanjiecun "started by playing with mud and became rich by playing with dough."
That year, Nanjiecun achieved 400,000 yuan in revenue, which was a miracle at the time. Data shows that in 1990, Nanjiecun's output value reached 1.4 billion yuan, taking the lead in winning the "crown" of Henan's "billion-yuan village." For a time, Nanjiecun was widely sought after: Nanjiecun Group had 26 enterprises under it, including 3 joint ventures with Japan and 2 with Hong Kong.
Even with such glory, it couldn't withstand the irrational development caused by various "self-destructive" actions:
Nanjiecun made a large number of non-productive investments during its peak: for example, 50 million yuan to build Nanjie School in 1993, 15 million yuan to build a kindergarten in 1995, 50 million yuan to build city walls in 1998, and blindly establishing Nanjiecun Beer Factory, which, due to poor management, lost nine figures within a few years;
There were also many fanciful projects: driven by "squad leader" Wang Hongbin, Nanjiecun launched a perpetual motion machine project in 1999, even buying three Audis for experiments. The project failed as expected, and Nanjiecun's 20 million yuan investment went down the drain, with even greater indirect losses. In addition, there were space seeds and a foliar fertilizer called "Fengzhilu" that claimed to increase sweet potato yield by 100%, which accelerated its decline.
Nanjiecun finally couldn't "fuss" anymore, and in 2004 it couldn't pay wages. Despite support from "bailout" funds, Nanjiecun was already heavily in debt and insolvent.
With declining instant noodle consumption and poor performance of leading enterprises, although Nanjiecun instant noodles still rank among the top ten in the country, in the overall downturn of the industry, Beijing Instant Noodles also find it hard to make much money.
After comprehensively understanding Nanjiecun's development history, I believe that for Nanjiecun to continue its myth, the following points need special attention:
**1. The leader's personality and decision-making style must change.**
Wang Hongbin has always been the center of power in Nanjiecun, and everyone must yield to his management. But the direct consequence of this loss of control over power is decision-making errors; the failure of the perpetual motion machine is the best example.
**2. Nanjiecun must innovate.**
For today's market, due to people's increasing emphasis on health, the consumption upgrade is extremely unfavorable to the instant noodle market. Giants like Master Kong and Uni-President are looking for new outlets and directions under the consumption upgrade. People now prefer high-end products priced above 5 yuan. Nanjiecun Beijing Instant Noodles currently survive in the market mainly through "nostalgic consumption," which is very unfavorable for the long-term development of the enterprise.
**3. Nanjiecun must implement stronger supervision.**
There is a saying: "Supervision from above is too far, supervision from peers is too soft, supervision from below is too difficult, organizational supervision is too short, and legal supervision is too late." Wang Hongbin's word is law in Nanjiecun. Because the masses lack the right to know, supervision of cadres cannot be realized. They can only comment without practical effect. Unsupervised power inevitably leads to corruption, which is a well-known fact. Corruption erodes national property and people's interests, and that's how the Nanjiecun myth was hollowed out.
In any case, I hope that Nanjiecun, which brought us beautiful childhood memories, can return to the right track and recognize itself. I also hope that the example of Nanjiecun can help you avoid detours.
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