How can a bowl of instant noodles become the “business card of integrity” for domestic brands?

Chinese domestic brand Baixiang has taken new actions.

On June 29th, Baixiang launched its first product named after the weight of the noodle cake - Baixiang "120-gram Noodle Cake" with a fresh look. This product was renamed from the previous "Duoban". This refresh is not just a change in name but also a way to communicate with consumers visually in an intuitive and transparent manner, setting a precedent for naming large - portion instant noodle products by the weight of the noodle cake.

Previously, Baixiang Food announced that it would stop producing the original (Duoban) packaged products within June. From making the promise to fulfilling it, Baixiang has proven its brand credibility of "keeping its word" with efficient actions. The launch of the Baixiang "120 - gram Noodle Cake" series of products also shows that Baixiang carefully listens to and actively responds to consumers' needs.

Baixiang's move has also been recognized and supported by consumers. As soon as the new product was launched, it topped the Weibo hot search list. A large number of "voluntary promoters" in the comment section actively supported it, once again demonstrating the two - way interaction between the brand and consumers.

01 Inheriting the "Trustworthiness"

The refreshed launch of the Baixiang "120 - gram Noodle Cake" series of products has once again engraved the word "trustworthiness" in consumers' hearts.

Looking back to early June, when the product packaging sparked discussions, Baixiang quickly issued a statement to respond sincerely. By the end of June, the promise was officially fulfilled. This can be regarded as a textbook - level reaction in the food industry - making a firm promise and fulfilling it resolutely.

Baixiang's "refresh" of this product is not just about changing the packaging. It requires mobilizing the entire chain of suppliers, distributors, etc. There is an unimaginable digestion pressure on semi - finished products on the production line, existing inventory, and products in circulation channels. Coupled with the investment in the production, marketing, and distribution of the renamed new product, it involves huge capital costs and manpower input. Starting from scratch with the new packaging was extremely difficult, but Baixiang still firmly chose the "difficult but correct path".

This is exactly Baixiang's acceptance and respect for consumers' opinions and its urgent response to consumers' voices. Looking back at the brand's development path, it is not difficult to find that the emphasis on consumers' voices has always run through all aspects of Baixiang's development.

Since the brand was established in 1997, Baixiang has successively launched more than a hundred series of noodle products such as Big Bone Noodles, Dajiaojiao, Soup - Tasty Noodles, and Street - Style Noodles. Its flavor map has also continued to expand, from classic flavors like Braised Beef Noodles, Old Mother Chicken Soup Noodles, and Signature Pork Bone Soup Noodles to continuously innovative flavors like Spicy Crayfish Mixed Noodles, Coriander Noodles, and Crab Roe Mixed Noodles, constantly enriching consumers' taste buds.

This intensive and efficient new product development fully demonstrates Baixiang's R & D reserves, market sensitivity, and ability to understand consumers' needs. On the other hand, in Baixiang's 28 - year development trajectory, the principles of "fast, accurate, and good" have always been implemented.

"Fast" means being acutely perceptive, always being able to capture consumption trends and users' voices in the first place; "Accurate" means responding precisely, whether it is absorbing consumers' suggestions or accurately developing new product flavors, always hitting the pain points of consumers' needs; "Good" means in terms of quality and experience, from the substantial portion of the "120 - gram Noodle Cake" to 28 years without any food safety accidents, the ingenuity in quality and the brand's warmth have always been on.

In times of social crisis, Baixiang's concern for consumers has also turned into a protective force.

In July 2021, sudden heavy rains hit many places in Henan, causing floods. In the face of this crisis, Baixiang not only sent 5 million worth of supplies and noodles to the disaster - stricken areas overnight but also emptied its factory immediately and opened up its office area for citizens to rest. Baixiang's employees also spontaneously took out instant noodles, water, and other food from the office to relieve the citizens' urgent needs.

This "immediate action" and "whole - hearted assistance" in the face of disasters are the warmest and most profound background color of Baixiang's brand gene of "trustworthiness", highlighting the brand's responsibility and warmth that are closely connected with the nation.

"Trustworthiness" ultimately lies in Baixiang's consumer - centered principle, its decisiveness in keeping its word, and its corporate responsibility. Baixiang is proving to the market with one trustworthy action after another that a real domestic brand should not only focus on simple product iterations but also have strong responsibility and execution ability.

02 "Always Doing the Right Thing"

Baixiang is not just about "trustworthiness". Over the past 28 years, Baixiang has been accurately capturing the market pulse and translating consumers' voices into real products and services.

In the 1990s, Baixiang noticed that the weight of instant noodle cakes in the market was generally between 60 - 70 grams, and consumers always felt "not full" after eating a bowl. Sensing this consumer need, Baixiang launched instant noodles with a 100 - gram noodle cake, solving the problem of consumers not being full and laying the foundation for its "substantial" brand image.

As consumers' demands have upgraded, with the call for "not only being full but also eating well", and the increasing demand for "health" and "quality", "less oil, less salt, and low - calorie" has become a new consumption trend. Baixiang quickly captured this change in consumers' demand trends and upgraded its Soup - Tasty High - Broth Noodles. While keeping the price unchanged, it achieved the "double zero" upgrade of "0 added preservatives and 0 trans - fatty acids" and an upgrade in side dishes, allowing consumers to eat more safely.

In recent years, as Generation Z has become the main consumer group, "eating" has become a carrier for social sharing, self - expression, and emotional release. With a forward - looking vision, Baixiang has launched "novel" products full of creativity to meet consumers' needs.

In 2023, sensing the market gap and the demand of coriander lovers for coriander products, Baixiang launched Coriander Noodles, winning the hearts of coriander lovers. In 2024, it took an unconventional approach and launched Houttuynia Cordata Mixed Noodles, meeting the "abstract needs" of young people. This year, noticing that young people are starting to regard eating spicy food as a way of self - expression and an exciting lifestyle, Baixiang cooperated with Weilong to launch the first Spicy Stick Mixed Noodles... Baixiang has always been acutely aware of the emotional changes of young people and has become the satisfier of young people's taste buds and the leader of new food trends through bold attempts and innovations.

Currently, consumers are becoming more rational, believing that "products can be expensive, but not over - priced", and are increasingly pursuing product cost - effectiveness and packaging transparency. The Baixiang "120 - gram Noodle Cake" series of products was launched in response to this trend. The packaging prominently features the information of "120 - gram Noodle Cake", directly highlighting the weight of the noodle cake, allowing consumers to see clearly and make quick choices.

At the same time, this is also an accurate response to consumers' demands. Naming the product by the weight of the noodle cake and making the packaging completely transparent, with the double support of cost - effectiveness and emotional response, hits the consumers' sweet spot.

This closed - loop experience of "being seen, being valued, and being satisfied" is the key to building a deep emotional connection and closing the distance between Baixiang and consumers.

03 The Underlying Logic of "Consumer First"

Consumers' demands are never an optional question for a brand to add luster but a must - answer question related to the brand's survival.

Throughout the history of human business, those great enterprises that can survive economic cycles and stand at the forefront of the trend all take "consumer first" as their brand development mission.

Jeff Bezos, the founder of Amazon, has repeatedly stated in interviews that "we focus on customers rather than competitors", which coincides with the concept of Steve Jobs, the founder of Apple. "You need to start with the customer experience and then think backwards about technology application. You can't start with technology and then try to find a place to sell it."

The importance of listening to consumers' voices has been proven in many brands.

For example, as the pioneer of the video game industry, Nintendo launched the Wii U console in 2012. However, due to its vague positioning and lack of game continuity, it had poor sales, and its stock price plummeted. Some media even claimed that "Nintendo is dead". After the failure of the Wii U, Nintendo reflected and captured consumers' dual needs for home - use and portable game consoles and their primary pursuit of game line - ups. Then, Nintendo launched the Nintendo Switch, perfectly realizing the integration of "console + handheld", successfully reversing the failure of the Wii U and achieving a 10 - fold increase in sales. Its launch title, "The Legend of Zelda: Breath of the Wild", also became a phenomenon - level game.

Coca - Cola, with a 139 - year history, also faced strong protests and anger from consumers. In 1985, to deal with the market impact of Pepsi - Cola, Coca - Cola launched a new formula called "New Coke" and decided to discontinue the original formula. However, Coca - Cola underestimated consumers' emotional connection and brand loyalty to the original Coke. After the new product was launched, Coca - Cola received more than 1,500 angry complaint calls every day. 79 days after the launch of the new product, Coca - Cola re - introduced the original formula and relaunched it under the name of "Coca - Cola Classic". The return of the product was warmly welcomed by consumers, and sales quickly recovered.

A series of cases show that the core ability of a truly great brand does not lie in predicting the future but in capturing and quickly responding to consumers' current voices in a timely manner.

Every action of Baixiang also demonstrates that it always understands and practices the underlying logic of "consumer first". Whether it is innovation in product categories and flavors or upgrading in quality, Baixiang is not only committed to listening to consumers' voices but also "acting as soon as it hears". It turns consumers' voices from expectations into reality. This has also won Baixiang deep trust, a wide consumer base, strong market competitiveness, and valuable market opportunities.

In the current era of information explosion and excessive choices, the most powerful "moat" for a brand is to deeply understand consumers' needs and transform these needs into reality with a sense of awe. Baixiang, which always adheres to the two - way interaction with consumers, is not only expected to win a broader market but also has the opportunity to lead the industry towards a better future.