The secret of eating luisifen is to spoon the soup and noodles together with the ingredients.

Wang Haoran, a post-production worker in Beijing, also beats an egg and adds some vegetables. On nights when he didn't know what to eat, with the air conditioner turned up, a bag of luisifen and a bottle of cold beer, he spent a wonderful Summer night in Beijing. Now he is a serious fan of luisifen.

Around 2016, more and more people became aware of the luisifen produced in Liuzhou, Guangxi Province -- Douyin or Weibo, and there were always people uploading their experiences of luisifen. It has a strange taste of sour bamboo shoots, but the sour and refreshing taste of rice noodles combined with fried beancurd bamboo and screw soup has attracted many people who are curious to try it.

In 2018, the output value of Liuzhou luosifen exceeded 4 billion yuan. Liuzhou, which accounts for only 7% of the area of Guangxi, has nearly 61 luisifen processing factories, 200 brands, and more than 12,000 online stores, and its output value has grown from 500 million yuan in 2015 to more than 4 billion yuan in 2018.

Relying on luisifen, Liuzhou has become the first cooperation base of local snack industry belt on Tmall. The Government of Liuzhou has also announced that it will build luisifen into a scale of 20 billion yuan in 2022. Most people in Liuzhou have several friends who do luisifen business.

This traditional industrial city is getting excited for luisifen. And luisifen, is out of Liuzhou, with the attitude of net red in Various places in China, crazy circle of powder.

Eat luisifen for a while, always eat luisifen straight

People in Liuzhou and even Guangxi are familiar with luisifen. It is the ubiquitous rice noodle stall on the street, which is one of the ways of cooking rice noodle, like Guilin rice noodle and Old friends rice noodle. Open from morning to evening, you can choose it for three meals a day and a late-night snack.

In Liuzhou, which is sweltering and humid most of the time, sour and spicy luisifen are a rare appetizer in the sticky climate. "Pregnant women in Liuzhou would like to eat luisifen when they are pregnant." "Said Xu Wen, a liuzhou native who has just been upgraded to a mother.

But to outsiders, they are mainly known for their smell -- though in the eyes of fans, this is the "soul" of luisifen. The distinctive smell comes from fermented sour bamboo shoots, with substances such as valeraldehyde giving off a strong sour smell that a first-time contact might think a nearby septic tank had exploded. Even wang Haoran, a fan of luisifen, will eat them only when he is in a good mood. "When he is in a bad mood, the smell will be more annoying."

It's this taste that makes river luisifen bring their own topic.

In 2016, Luosifen became the traffic source of food circle accounts on Chinese social networks. Both the up host of videos and the evaluation account of text like to make articles about luosifen. The gimmicky combination of "food + stink" appeals to a group in need of eye-catching content. In a video that has been viewed more than 2.236 million times, Yuka Kinoshita, known as Japan's voracious eater, can be seen eating 8kg of luisifen in one go. "So spicy," the Japanese Internet star ended up unable to finish the soup due to her taste.

Liufang luisi is as the net red evaluation red rise. It is currently the top selling brand of bagged luisifen on Taobao.

Industry explosive growth in 2021, just meet online measurement of the red hot, according to liu fang spiral e-commerce manager liu fang, peak, there are more than 2000 contains liu fang screw powder evaluation of luisis, liu fang screw conveniently made more than a dozen review and follow up, these assessment to evaluate a dozen package the taste of different luisifen brand, price, materials, etc., Become the important reference of consumer consumption choice.

Another product strategy that makes Liufangluo stand out is the addition of daylily. Although there are many brands of river luisifen, they are different from each other. They are basically composed of soup base that highlights the flavor, sour bamboo shoots that are the soul of river luisifen, beancurd bamboo that enhances appearance, and bean and agaric peanuts that enhance taste. There is a very slight difference between the products. Currently which manufacturers to point different, it is easy to remember.

Ms. Liu said Ms. Liu was on the right "policy path." In the early stage of operation, limited by equipment and site and in the bottleneck period of production capacity, we just got help from the government. Later, Zheng Junkang, secretary of Liuzhou Municipal Party Committee, visited the production base of the company for many times, and the two sides had close communication.

luisifen out of Liuzhou

Like most governments that want to develop local specialty snacks, the Liuzhou government has long wanted to promote this specialty industry. After the founding of the People's Republic of China, Liuzhou was positioned as an industrial city, which quietly developed heavy industries such as automobiles, steel and metallurgy. In 2015, the central government proposed the supply-side reform, and industries with heavy assets and high pollution need to transform. As a local characteristic snack, luosifen became the only choice to respond to the call.

But the initial direction was to develop stores. As early as 2010, the Liuzhou city government launched the plan of "luosifen into Beijing", calling for opening luosifen stores in other provinces such as Beijing and Guangzhou -- but the results were not obvious.

"It's expensive to open stores in first-tier cities," said Jia Jiangong, deputy director of liuzhou's commerce bureau. Compared with the local shop, foreign shop rent, labor is more expensive, but also add additional costs from Liuzhou to transport raw materials. In addition, liuzhou people generally believe that only the water and climate in Liuzhou can make the most authentic rice noodles and sour bamboo shoots, "the taste of noodles outside is not authentic."

Later, the government tried to create a buzz by building a 15-meter-diameter cauldron for "ten thousand people to eat luisifen together" at the international Water Carnival, liuzhou's representative event. But as Xu wen commented, "Such a big pot cannot cook the taste, the sky may fly at any time to pull excrement, how dirty ah. "The event was shelved after one session, and the cauldron has long since disappeared."

But more commercially savvy businesses have found a way.

They sell the screw powder in bags like instant noodles to other places.

Compared with stores that only have customers at the rice points, the bagged luisifen can be placed at any time, and the sales volume is greatly increased without rent pressure. Industrial production also standardises flavors and makes them easier to manage, and there are more ways to market education.

It's hard to say how the idea came about, whether it was liuzhou's industrial heritage that led businesses to this route naturally or simply by accident.

Just like huanluo, which is still doing store business, the original intention of making baggable products is to let my niece who has gone to northeast China to study in university can enjoy the taste of home at any time. In 2014, Zhang Xiaoxian of Haohuanluo wrapped some dried materials in plastic bags. Unexpectedly, this attracted many customers, so he switched from shop business to bag production.

After seeing that a bowl of luisifen could sell for more than 10 yuan in Beijing, a businessman's intuition led Zhang to target hao Huan Luo at white-collar workers and students in first-tier cities. Each package costs more than 15 yuan, more than twice the price in stores. It also uses the sponsorship network program, with NetEase Cloud music and other enterprises co-signed, shooting "sand sculpture advertising" and other close to the preferences of the target group of Internet marketing. In 2018, the output value of Hao Huan luisi exceeded 100 million and entered the forefront of the industry.

The government also seized this Angle and began to encourage the development of bagged luisifen. In 2016, liuzhou government formulated local standards for food safety of Liuzhou river luisifen, aiming to regulate industrial development from an administrative perspective, and provide a series of subsidies and support from delivery room, patent, talent, sales, training and planting. Businesses rent factories and machines, spontaneously plan online marketing, seize all kinds of online channels from wechat business to e-commerce, set up industry associations, and all the people go to the sea to develop luisifen.

In 2015 and 2016, there were more than 80 factories packing luisifen with more than 300 brands.

From "snacks" to "products", there are still many problems to be solved in luisifen

In good times, the government decided to take the lead in increasing production of raw materials. At present, 60% of the stone luisis and bamboo shoots used to make liuzhou luisifen need to be imported from other places. The government plans to provide luisi seedlings free of charge to farmers at 500 yuan per mu to encourage local breeding, and to increase the planting of bamboo shoots by cutting down eucalyptus trees around Liuzhou. Their industry goal is to reach 10 billion yuan in output value and derivative industries, including logistics and planting, by 2022.

But different from instant noodles, luosifen, as a local snack, has many difficulties in achieving mass production.

There are many ingredients for river luisifen. Sour bamboo shoots, beancurd bamboo, soup materials and rice noodles all need different processing and packaging techniques. Some commonly used local ingredients, such as day lily, will turn yellow and rot after industrialization, so we must give up. How to mix the moisture of rice noodles so that they can be transported over long distances and still retain the taste requires repeated polishing.

Most of the enterprises of bagging luisifen had no professional machines when they started. All the production machines had to be developed and designed by themselves, wasting energy and capital. Moreover, not everyone has the luck and strength to be in the forefront of the industry. Just like any industry in the rapid development, most of the unknown small enterprises are standing behind the shining brands in the forefront.

See Nee Yang, president of Liuzhou River luisifen Industry Association, said that now the river luisifen industry is "the head brands want to expand and become brands; The middle is at war, deep; "The competition is very fierce."

Yi Xiang, the boss of Liuquan, a bagged product with sophisticated manufacturing facilities, is troubled by the industry's chaos. Although the luisifen industry is booming, the actual development is less than 5 years, and the development of the industry is not stable. Despite the government's efforts to regulate the industry by setting local standards and issuing licenses, low-price competition and shoddy goods are common.

3.9 yuan a pack of luisifen, for example, "in the fabric cannot complete", but ultra-low prices to attract many consumers do not understand the powder of luisis, prompting many businesses in order to attract audience, have to should be used to study on the brand and product energy and money on the low price competition, further lead to a vicious circle of low price competition, Not conducive to the long-term benign development of river luisi flour industry.

And although there are many participants in the industry, it is seriously homogenized, with no much difference from the name, products and packaging. In addition, they do not care about brand publicity, so there is no distinctive brand of luisifen in Liuzhou at present, which further suppresses enterprises' pursuit of added value. Yi Xiang is OEM for a famous hot pot brand, and Liu Quan's products are the same production line, unified standard production, but they can sell 3 yuan more with brand advantage.

The new entrant "house small elegant" wants to get rid of the disadvantages of the current industry and make a brand influence of luisifen. Big shareholders of the lesser WeiYanQiang, graduated from the economics department of xiamen university, runs a considerable size of the advertising company, in all the cities in guangxi has a large number of outdoor media resources, is one of the few in the industry education, and a practitioner of incoming will bring their own resources, "other luisifen brands should be popularized in the procurement resources that we do, we have these advertising resources, I am sure to launch my own luisifen brand."

He thinks the existing luisifen industry in Liuzhou is too homogeneous, without brand and cultural awareness, and just blindly pursues low-price competition. He hopes his brand of luisifen could, like Jiang Xiaobai set has a clear, "a city girl with ordinary life, full of dreams for the future, can make a colorful life extraordinary," in the circle of friends write on the powder of luisis sleep entrepreneurs assuming, "at this time can be found from the taste buds impact strong luisifen strength." Of course, this is only the first step, he still tried all the river luisifen on the market, thinking about how to find the characteristics of his products in the homogenization, now he wants to boil a thicker river luisi soup, and put the river luisi meat in the river luisi soup -- although several restaurants are already doing this. To give him a better chance, he found U.S. distributors and partnered with a public transportation app that has 6,735 ratings on the App Store.

Wei Yanqiang said that he had prepared at least 5 million yuan of capital and 20 million yuan of media resources for luisifen, but he still felt that it was a little late to enter the pre-packaging market of luisifen, and the pressure of capital was great. With the development of the industry, the threshold of river luisifen is gradually rising. In order to break through the industry with some leading brands and develop into the midfield, establish channels, production, brand, operation and expansion.... All require more capital and effort than when the industry started. As Nee Yang's catchphrase says, "Don't get into this business without $10 million."

There are also many investors interested in the industry, but they are still evaluating it. "They think the government supports this industry and the market is very large," he said. "But they are grassroots entrepreneurs who don't have much fixed assets, so there may be some risks," said Nee Yang, who has contact with many investors.

However, local practitioners generally resist capital, fearing that capital will damage the interests of employees or the brand, and the development of the company will no longer be under their own control. Most of these luisifen manufacturers start from small shops and have very persistent plans for product and company development.

When the buzz died down, luisifen had to show its real skill

Businesses are beginning to realize that the orgy of consumers and traffic buffeted by novelty seeking isn't sustainable.

"The current audience of luisifen is so few, everyone is robbing." Yi Xiangshui. Liu Fangluo's search volume is still growing 200%-300%, but the growth rate of online sales has slowed, "which means there are fewer new customers in traditional e-commerce channels." Liu fang said.

Huanluo also acknowledged that sales were down for the quarter, though it said that was normal in the off-season. But even if you check the updates of popular bloggers, you will find that luisifen have not appeared in their content for a long time.

People love and hate luisifen too much - it seems second only to stinky tofu.

If you look at online reviews, there are as many people who love it as there are people who shun it because they can't tolerate the smell. In one store in Shenzhen, customers who had already paid for their food rushed out of the store because they couldn't stand the smell. A convenience food practitioner of an e-commerce brand said that luisifen has many topics to talk about in terms of consumption concept, but its sales are not among the top three in the convenience food category.

Moreover, most luisifen products need to be boiled, and complicated ones need to be softened and then boiled, which makes its application limited to the kitchen, which is not convenient. Of course, this young product still needs more branding power.

Good huan luisi is going to research and development of brewing type luosifen. This is the latest trend in the industry. By changing the formula of rice noodles, the original hard and difficult rice noodles can be soaked in water for five minutes. Haohuanluo believes that this can make luisifen appear in various scenes like instant noodles on trips, campuses and offices.

Good audience limitation, huan screw is one of the practices of the deepening existing population, it introduced the latest add smelly spicy powder of luisis, further satisfy the people who love the powder of luisis -- it is distinct from the practice of liu fang screw, they are launched spicy mustard flavor, such as tomato taste taste products, think it can inspire more attract those of luosifen non-inductive powder, But it's not that excluded in the middle. "Get them excited."

In addition, Liufang luisi also began systematic marketing promotion. They first plan to let more people know and understand the brand through seasonal and holiday marketing, and then further educate the consumer scene. They also plan to operate as a group, expanding their business into the supply chain of raw materials, seasonings, snacks and other industries.

Offline stores are also considered as new opportunities. Although they are not as diverse as packaged products in terms of sales volume and consumption scenes, they are more authentic in taste and have greater profit margins.

At present, the gross profit rate of bagged luisifen products is about 20%-30%, while that of stores can reach more than 50%. In the later stage, Zexiao plans to invest in the store model, make a national chain restaurant brand of river luisifen, and build it into a display channel of Liuzhou culture. Yi Xiang and the local well-known store enterprise Wang Wei Luo alliance, also established a target to expand to the national store brand. "We first opened the popularity of luisifen through bagged products, and then let the stores go out, and the bagged stores run." Yi Xiangshui.

In first-tier cities, luisifen stores have even entered the ranks of consumption upgrading. There is a luisifen store in a shopping mall in Shenzhen, with elegant environment and fresh smell. The price of a bowl of luisifen is 20-30 per bowl, 5 times higher than that of Liuzhou. This, of course, is matched by a doubling of store rents, material costs, and a greater effort to adjust the smell so as not to affect the shopping environment at the mall.

However, after stepping out of Liuzhou, luosifen will take off the body that can be eaten for four meals a day in Liuzhou and become its most essential gene -- snack. Efficiency and value for money are key, and be prepared for a party where customers won't even think about it. This puts forward greater challenges to site selection, store number, cost control and operation mode.

And convenient fast food of local snacks is also generally rising -- hot and sour noodles, Hunan rice noodles, rou jia mo and other snacks are gradually industrialized production. This is a bigger battleground, and the competition for luisifen will only intensify once it leaves Liuzhou.

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