Introduction

WILLING is a brand-driven company built on strong industrial capabilities. The company aims to grow into a globally influential brand group rooted in distinctive Chinese culture.

The company currently ranks first in the industry in the field of pre-packaged rice noodles. Its business operations combine the characteristics of culture-integrated consumption and innovation supported by real industry. Centered on “making traditional culture fashionable and youthful, and bringing local delicacies nationwide and global,” the company continues to innovate on the basis of classic inheritance, promoting local specialty foods and culture to the world. The company continues to invest in brand building, product R&D, supply chain management, channel operations, quality management, and global expansion, gradually forming systematic industrial-chain operating capabilities. At present, the company mainly operates brands such as “Choubao,” “Li Ziqi” (specific food categories), and “Xingnong Weinian.” Its products mainly include local specialty foods such as Chinese rice noodles represented by Liuzhou Luosifen, as well as seasonings for rice noodle and rice vermicelli products and the related food ingredient supply chain. The related products have entered mainstream retail systems such as Sam’s Club, Costco, Freshippo, Yonghui, Ling Shi Hen Mang, and Zhao Yiming, covering hundreds of thousands of sales outlets, and are sold to overseas markets including North America and Southeast Asia. On the industrial side, Weinian has established multiple production bases, raw material processing plants, and raw material bases, set up three major R&D centers, and taken the lead in formulating the highest domestic standards for the rice noodle (rice vermicelli) industry, promoting the standardized development of the industry. In terms of globalization, Weinian has taken the lead in completing the Halal certification layout for Liuzhou Luosifen and built a Halal factory, extending its overseas expansion capabilities from the brand front end to the manufacturing and certification system. What Weinian hopes to build is not just a brand management company, but an industrial brand group that grows out of China’s local flavors and is capable of going global.