Zhongxin Finance, March 18th. The "Tukeng Pickled Cabbage" exposed at the March 15 party affected well-known instant noodle brands including Master Kong.

  At the same time, an instant noodle brand was bought out because of this, and its online store also called on consumers to shop rationally and "buy as much as you eat".

Some articles call it another "wild consumption" domestic brand after Hongxing Erke and Bee Flower.

3.15 exposure made Baixiang out of stock

  Since the 15th, Baixiang instant noodles have repeatedly appeared on Weibo's hot search.

  On the evening of March 15th, Baixiang Foods responded to the doubts of netizens in a comment on Weibo: "One sentence: No cooperation, eat with confidence, and you are not afraid of shadows." The flag-raising vegetable industry exposed at the party has never cooperated.

Weibo screenshot

  This statement made Baixiang instant noodles praised by many netizens, and many netizens urged Baixiang to "promote it well".

  Since then, Baixiang instant noodles were discovered by netizens that the company had rejected Japanese investment and recruited a large number of disabled employees.

  When some well-known instant noodle brands were taken off the shelves due to "Tukeng Sauerkraut", Baixiang instant noodles ushered in a wave of "passionate consumption", and the sales of its products skyrocketed in the short term.

  Since March 15, Baixiang has played the title of "Comprehensive pre-sale, rational consumption" in the live broadcast of its online store for two consecutive days.

Screenshot of White Elephant Online Store

  The reporter noticed that on March 16, in the live broadcast of Baixiang online store, the anchor admitted that some products were temporarily out of stock, "all pre-sale", "now the delivery cycle has been arranged within 15 days", " Now it is basically in a state of production and delivery."

One in three employees with disabilities

  In fact, before March 15, White Elephant has ushered in a wave of consumers.

  During the Winter Paralympics in March this year, a blogger introduced that one-third of Baixiang instant noodles employees are disabled, and Baixiang said they are self-improvement employees.

  At that time, the official Weibo account of White Elephant Foods also reposted this statement, and said, "Except for the affordable price and sufficient quantity, everything else is what an elephant should do. I'm just doing my best."

Screenshot of short video platform

  During the period, Baixiang also expressed in his short video account that he hoped consumers to consume rationally, "buy as much as you eat, and don't waste it."

  Before that, Baixiang instant noodles disappeared from the sight of many people for a long time.

And this was linked by netizens with the past of Baixiang's refusal to participate in Japanese shares many years ago.

An exception among the instant noodle giants

  There were media reports many years ago that among the top four instant noodle companies in China at that time, three were entered by Japanese investors.

  At this point, the White Elephant became the exception among the Big Four.

According to previous reports, in 2011, Baixiang Group also occupied about 17% of the instant noodle market share, roughly the same as Jinmailang and Uni-President, but by 2020, Baixiang's market share is only 7%.

  In 2012, White Elephant Food announced that it planned to IPO in the A-share market.

However, after 3 years of queuing, Baixiang's IPO plan was aborted.

At that time, it was reported that the performance of Baixiang was almost stagnant, the operating pressure was huge, and its headquarters also moved out of Beijing.

The white elephant began to fade out of sight.

"Another Hongxing Erke"

  In 2020, Henan suffered severe rainstorms and floods.

Hongxing Erke, Baixiang and other enterprises donated, making it the "light of domestic products" in the eyes of the public.

Because of this, Baixiang's popularity has also been called "another Hongxing Erke" by netizens.

  At that time, in addition to donating 5 million yuan, Baixiang instant noodles also directly donated all the instant noodles in the warehouse, and initiated assistance work such as "going to the Baixiang office to shelter from the rain" and "going to the street to foam noodles and water for the trapped citizens" .

Screenshot of White Elephant website

  The reporter noticed that on the website of White Elephant Foods, the "corporate social responsibility" column occupies an important position.

It lists items including "Poverty Alleviation and Education", "Temporary Emergency Relief", "Environmental Protection" and "Enthusiasm for Public Welfare".

  Yao Zhongliang, chairman of Baixiang Food Co., Ltd., once said at the 2017 Henan Economic Person of the Year Awards Ceremony that even if the sales volume is slower and the profit is lower, it does not matter, and insist on doing the right thing.

Business behavior must be based on consumers and fully meet the needs of consumers in order to obtain the due interests of enterprises.

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