In China's instant noodle rivers and lakes, the white elephant is a special enough existence.
As a fast-moving consumer goods, when peers are fighting for marketing and scrambling to actively squeeze the attention of consumers, white elephants often appear in the public eye in the form of "passive out of the circle".
From the domineering sentence of "no additives, rest assured to eat" after the "stepping on sauerkraut" incident, to the low-key donation from the Henan flood, and then to the hot search on the hot search of "self-improvement employees" who were found to be employed by netizens. The "popularity of passers-by" of white elephants is gradually heating up again and again.
Although the brand is low-key and somewhat "Buddhist", there is no ambiguity in product strength. In the 27 years since its establishment, all of White Elephant's energy has been focused on one thingMake a bowl of Chinese noodles.
Among them, the most representative is the white elephant soup noodles.
Xiaohongshu @ Domestic Product Intelligence Officer.
Soup is delicious soup noodle is a product launched by White Elephant in 2018, which replaces powder sauce packets with soup soup packets; It also uses wheat from China's ** production area as raw materials, and the old hen of more than 1 year is boiled in soup, hoping to restore the true deliciousness of Chinese noodle soup.
Consumers will vote and pay for the brands and products they want. As a result, we saw that after undertaking round after round of "wild consumption", the performance of white elephant soup and delicious soup noodles soared:
In 2019, the sales volume of White Elephant Soup exceeded 200 million copies and won the Outstanding Innovation Award of China Convenience Food Exhibition;
In 2023, the cumulative sales of Baixiang Soup Delicious Soup Noodle will exceed 3 billion copies, ranking first in the country for five consecutive years[1];
From August 2022 to July 2023, the total sales volume of the white elephant brand in China's instant noodle market ranked first [2].
Weibo @白象汤 is delicious.
This report card was obtained precisely because the white elephant only does one thing-Insist on making Chinese noodles and insist on doing Chinese noodles well.
White Elephant, which sold 3 billion copies, has not stopped moving forward: White Elephant continues to innovate and improve the taste and quality of the soup delicious series products, and on the eve of the Spring Festival, a new generation of white elephant soup delicious "Zhenwei Soup House" series has been launched, and the soup, vegetables and cakes have been upgraded across the board.
How to make a bowl of Chinese noodles that can sell 3 billion servings? How should the white elephant continue to write a 3 billion story? Let's take a look at the answer to the white elephant.
In the fast-paced era, superimposed on the upsurge of healthy consumption, people's requirements for fast food products are nothing more than "good taste, less additives, and high nutritional value".
In the instant noodle market, soup noodles have become a key category for the rapid development of instant noodle brands because they can not only meet consumers' demands for nutritional value, but also conform to convenient and fast eating habits.
Nielsen IQ 2023 Fast Food Industry Trends Report
According to Nielsen measurement data, the sales of domestic instant noodle soup and noodle categories in 2022 will increase by 8% year-on-year in 20212%, and among them, the sales growth rate of soup noodles reached 597%。
White Elephant is the pioneer of the innovative category of soup noodles.
As early as 2003, White Elephant developed the first bone broth instant noodles in China, "1 Yuan Big Bone Noodles", abandoning the traditional powder and sauce packetsThe use of large bone soup to make the package has completed the quality upgrade from boiling water instant noodles to bone broth instant noodles. In the year of listing, the sales volume of "1 yuan big bone noodles" exceeded 100 million.
In 2018, White Elephant continued to cultivate the "soup asset" and launched the soup noodle product "Soup is delicious", which imitates the home stewing process, adopts a three-stage extraction and low-temperature vacuum concentration process, and undergoes 6 processes and 6 hours of slow boiling. "Say goodbye to powder sauce packets and use only soup soup packets" has become the main concept of soup soup noodles. From bone broth to broth, White Elephant has once again become the leader in subdivided categories.
White elephants.
In addition to category innovation, technology is the key to achieving good taste. It is understood that in the process of category iteration with "soup" culture as the core, White Elephant has improved more than 60 production processes such as independent research and development and joint research, and has 170 patents so far.
The soup is delicious, and the old hen noodle soup has become the trump card of the white elephant, and it has ranked first in the market for five consecutive years.
In addition to continuously iterating the quality and taste of Chinese soup, White Elephant will also explore the food characteristics and culture of different regions according to the taste preferences of consumers in different regions, and develop as rich a product matrix as possible. For example, the white elephant "Chinese noodles" series products, the "spicy" as the main "big spicy", a bucket full of six packets, with powder, noodles, eggs and vegetables "noodles and vegetable eggs", coriander as the main super fragrant coriander noodles and so on.
White Elephant "Chinese Noodles" series products; **Weibo @白象食品.
After the "Tukeng Sauerkraut" incident was **, the white elephant's "no cooperation, rest assured to eat" gave the Chinese people a full sense of security. In addition, we donate to education, natural disaster relief, and employment and care for employees with disabilities. The "popularity" achieved by the white elephant has fed back sales, which is another key to its ability to sell 3 billion copies.
It is not difficult to see that in the past 27 years, it has continued to innovate the product layout, do a good job in "Chinese noodles", and provide consumers with better products and services, which is the biggest confidence that Baixiang soup can sell 3 billion copies of delicious soup noodles.
If White Elephant has a magic weapon that sells 3 billion copies, then consistently making Chinese noodles is the answer to White Elephant.
Continuous iteration of the quality and taste of Chinese soup has become a new standard action on White Elephant.
On January 15, 2024, the new generation of White Elephant Soup "Zhenwei Soup House" series was launched, which on the basis of retaining the original excellent soup base taste, comprehensively upgraded from the dimensions of soup, noodles, and dishes, and made breakthroughs in packaging and eating methods, in order to support a higher-end "soup noodle" image from the product side.
It is reported that the "Zhenwei Soup House" series of products have gone through 2 rounds of consumer taste tests in 12 cities and 3600+ samples across the country, hoping to bring soup noodles that are more suitable for consumer needs.
The "Zhenwei Soup House" series of products include two major flavors: mountain mushroom old hen noodle soup and white jade radish beef noodle soupIt also achieved three "true" (real materials, real soup, real taste, and what you see) and two "0" (0 preservatives, 0 trans fatty acids)., trying to restore the freshly boiled noodle soup experience for consumers.
Zhenwei Soup House" series of two products; **Tmall White Elephant***
The key to a good soup is hidden in the rich broth. According to White Elephant,The "Zhenwei Soup House" series of products are made of more than 1-year-old hens and high-quality beef bones, real materials, and the master Chinese hanging soup process is restoredSimmer at 100 degrees for 6 hours to lock in the flavor and nutrients of the ingredients into every drop of the soup.
Regarding the dough cake, White Elephant uses traceable ingredients, strictly controls the production process, selects 30% of the highest quality wheat core as raw materials, and uses a 1:1 ratio of domestic high-gluten No. 1 flour and Australian imported wheatInnovative straight face and diameter 135mm-1.5mm thin noodles,The 140-degree low-temperature frying process restores the smooth and firm texture of ramen.
House of the White Elephant".
In terms of side dishes, White Elephant has reduced the industrialized processing and seasoning links, and uses authentic ingredients such as 15-20mm original cut chicken shreds, beef slices, 15mm white radish, and cordyceps flowers to use minus 38 and 100pa ultra-instantaneous fresh-locking process, which is not only easy to rehydrate, easy to brew, retain the color and fragrance of side dishes, and can quickly restore the fresh and tender taste of the ingredients.
In addition to the taste upgrade, the "Zhenwei Soup House" has also been upgraded in terms of packaging. The paper barrels, which were previously inconvenient to handle, have been upgraded to stand-up pouches and square cups with rounded corners with lids, which are more convenient to brew and heat, bringing a more convenient eating experience.
In the comment area of White Elephant Tmall***, the first batch of consumers who bought wrote down their feelings about the consumption of "Zhenwei Soup House" products:
It's fresh! It has the smell of mushrooms and cordyceps flowers".
It doesn't taste like instant noodles, it's more like breakfast noodles made at home."
Very stunning! I don't feel dry after eating the whole serving, it's like chicken soup made at home."
The feedback from the consumer side confirms the taste of the "Zhenwei Soup Restaurant" product, and once again reflects the quality of white elephant Chinese noodles.
1. A bowl of Chinese noodles will stage the Chinese New Year flavor in advance
The Spring Festival is the time when the Chinese people's homeland complex is the strongest, and it is more suitable to tell the story of Chinese noodles. During the Spring Festival, White Elephant did not choose the conventional sensational routine of "moving people with emotion", but chose multiple scenes such as online and offline to focus on the attention of Chinese people and soothe the nostalgia of Chinese.
Weibo @白象汤 is delicious.
For Chinese, the bubble noodles wrapped in clothes in the Spring Festival Run Li Zhong, the bubble noodles in the Spring Festival carriage, and the instant noodle fast food stalls outside the Spring Festival platform are the unique fireworks of the Chinese and the exclusive Spring Festival memories of thousands of Chinese.
On January 26, the day of the opening of the Spring Festival, White Elephant took "White Elephant Chinese Noodles, Spring Festival Warm Travel" as the theme in nearly 30 high-speed rail stations across the countryProvide free white elephant soup, delicious old hen soup noodles, masks and other heart-warming items for the returnees from the Spring FestivalAnd launched a number of warm services such as luggage care.
White elephants.
Celebrating the New Year and watching the party is a standard action for Chinese during the Chinese New Year. **, White Elephant named the Douyin Chinese New Year's Eve Party, through in-depth cooperation with celebrities, implantation in small theaters and other ways to strengthen the user's mind of "eating white elephant Chinese noodles during the Chinese New Year". White Elephant also invited Da Zhang Wei, the "Little Prince of Chicken Soup", as the New Year taster of White Elephant's Chinese noodles, to say "chicken soup" to everyone on the spot to convey happiness and beauty.
In addition, at the Douyin Chinese New Year's Eve party, White Elephant also customized the "White Elephant Chinese Noodles New Year Gift Package" to give to the audience of the *** party, deepening the interaction with young consumer groups, and "eating white elephant Chinese noodles for the Chinese New Year" with warm benefits and the majority of consumers.
Tik Tok.
No. @ White Elephant Food Official WeChat.
From offline Spring Festival activities to online Chinese New Year's Eve titles, White Elephant accompanies consumers on their journey home, and has a deep and high-frequency interaction with consumers, which can not only produce fission volume, but also demonstrate the affinity of the "Chinese noodle" brand.
2. Leading the ultimate Chinese flavor and interpreting the responsibility of domestic products
White Elephant has also made a lot of efforts in marketing in recent years, and the most iconic action is that White Elephant has become the first domestic brand to sign the three major national teams of women's football, women's basketball and women's volleyball. Yao Zhongliang, chairman and president of White Elephant, believes that White Elephant's "champion ambition" is to inspire the heart of a champion even in the face of adversity, and "become a Chinese noodle brand that is trusted by the people and loved by Chinese people all over the world"[3].
"Champion spirit" is the "will" of the white elephant, and taste is the essence of the white elephant. The key to the white elephant's popularity and long-term popularity lies in making a bowl of truly ultimate Chinese taste with the "champion ambition" of a Chinese brand.
White Elephant official website.
It is understood that as a pioneer in the soup noodle category, White Elephant far exceeds the industry in the performance and technology of soup noodle products. The natural, natural and healthy sense of the new generation of White Elephant Soup is delicious and delicious, and the natural, natural and healthy sense of the "Zhen Wei Soup Restaurant" series is clearly distinguished from the traditional instant noodles, which can not only lead the market development, but also interpret the role of White Elephant as "Chinese soup noodles".
The white elephant once shouted to consumers: the mountains and rivers are clear, the world is worth it, and the five stars are shining, all of which are China. The quality is eternal, and the delicacy is endless. Looking back, that's what the white elephant said, and that's what he did.
For White Elephant, the sales of 3 billion servings of soup and delicious soup noodles are just the starting point. These trends and achievements are not enough to rely on the feelings of "Chinese noodles". Excellent product strength and innovation are always the foundation of business competition.
The value of "Chinese noodles" is continuing to be released, and the concept of "white elephant Chinese noodles" continues to act on the minds of consumers, which can not only increase the closeness between brands and consumers, but also complete a higher level of identity and cultural resonance - self-improvement of domestic products, you and I have glory.
Reference**:1] Euromonitor Information Consulting (Shanghai)**Based on the omni-channel sales volume (servings) of each series in Chinese mainland in 2022, soup instant noodles are defined as: packaged instant noodles containing soup stock packets or seasoning packets made from animal bones such as pork bones, chicken bones, beef bones, etc., and the product name or claims to emphasize "soup".
2] Data from Frost & Sullivan (Beijing) Consulting*** Shanghai Branch; Based on the retail sales of various brands in China's instant noodle market from August 2022 to July 2023 in Chinese mainland, the white elephant brand ranked first in total; Quan**refers to the whole network scene of the five mainstream online platforms**, Tmall, JD.com, Douyin, and Kuaishou; Instant noodles refer to prepackaged convenience foods made of wheat flour and other grain flour, starch, etc. as the main raw materials, with or without auxiliary materials, and noodles with or without instant seasonings; Online retail channels refer to the sales channels through which end consumers pay for goods through the above five online platforms (including mobile phones) (excluding offline retailers and distributors who ship goods through online platforms); The survey will be completed in August 2023.
3] White Elephant Hand in Hand with "Three Balls": A New Benchmark for Cooperation between China's Sports and National Enterprises, December 22, 2023, Morning News.
This article is original by FBIF Food & Beverage Innovation, author: Gloria, editor: Bobo, **Please contact for authorization.