To gain a deeper understanding of the actual conditions of leisure food enterprises within the province, to listen to their needs and aspirations, and to support the industry in advancing through collaboration and upgrading its quality, on June 12, Liu Xiaohua, Deputy Secretary of the Party Branch of the Hunan Provincial Leisure Food Association, led the association’s secretariat team to Shaodong City to visit Hunan Qiaodaniu Food Co., Ltd., a member of the association’s board of directors. The team conducted an on-site inspection of the company’s production and operations, brand development, and innovation efforts.

During the exchange and symposium, Huang Xiangle, General Manager of Qiaodanang Food, provided a detailed account of the company’s more than thirty-year journey of dedicated growth. The Qiaodanang brand traces its origins to the founder and chairman, Yang Xin’s mother, who started a street-side stall after losing her job. Over time, the business evolved from a small roadside stand to brick-and-mortar stores and a modest workshop, with a long-term focus on contract manufacturing of dried tofu products. Later, as partner brands built their own factories and discontinued their outsourcing orders, the company found itself in financial difficulty. At that critical juncture, Yang Xin, a university graduate, stepped up to take the helm, raising funds from multiple sources to restart operations. He devoted himself to refining seasoning techniques and perfecting a signature chili oil recipe, gradually reviving and steadily restoring the company’s performance. In the early 2000s, the company completed registration of the “Qiaodanang” brand, and in 2005 formally established itself as a corporation, embarking on a path of branded, standardized development.

Around 2010, leveraging its best-selling one-yuan‑priced Qiaoxiang dried tofu product, the company successfully broke into the national market. Capitalizing on this momentum, it expanded production, built new factories, and systematically developed its own brand while establishing a nationwide sales network. Along the way, the company encountered challenges: insufficient early‑stage marketing expertise led to issues such as distributors hoarding inventory, sluggish sales, chaotic market conditions, and substantial losses. To restore its market reputation, Chairman Yang Xin personally spearheaded an intensive effort to penetrate retail outlets across the country, traveling a total of 150,000 kilometers over the course of the year. He engaged directly with distributors, handled after‑sales returns with care, and rebuilt distribution channels, steadily strengthening the company’s foothold in the national market.

From 2012 to 2013, the company engaged in a joint venture with industry peers; however, due to divergent business philosophies, the partnership was dissolved upon its expiration, and the company pursued independent growth. Since then, Qiaodan Niang has keenly identified emerging market opportunities in the spicy squid‑product segment, capitalized on low raw‑material prices, and proactively built up strategic inventories. By seizing the initiative in an increasingly competitive industry and consolidating its market share, the company achieved a breakthrough, with annual output value exceeding RMB 200 million and realizing leapfrog development.

Following the symposium, the association’s research team conducted an on-site visit to Qiaodan Niang Food’s 100,000‑class cleanroom production facility, its automated production lines, and its product showroom. They observed firsthand the company’s standardized manufacturing processes and rigorous quality‑control management system, gaining a detailed understanding of its comprehensive product portfolio. The team expressed high praise for the company’s state‑of‑the‑art production scale, disciplined operational management, and well‑established product ecosystem.

According to reports, the Qiaodanang Food Production Base is located in Heitianpu Town, Shaodong City. The project covers a total area of 100 mu, with Phase II land already slated for construction. The first phase currently comprises factory and office buildings totaling 30,000 square meters. The company’s core product lines include four major categories—soybean products, aquatic products, meat products, and vegetable products—comprising more than 30 distinct items. Thanks to their excellent taste and consistent quality, these products have earned widespread market recognition and enjoy strong sales nationwide. Its flagship “bursting‑juice dried tofu” holds a leading position in its category. Moreover, contract manufacturing accounts for over 20% of the company’s total output value, reflecting a diversified industrial structure and a solid operational foundation.

With more than three decades of deep expertise in the snack food industry, Qiaodan Niang has consistently adhered to a development philosophy that puts products first and innovation at its core, placing great emphasis on product R&D, innovation, and iterative upgrades. Each year, the company tests and develops 10 to 20 new products; after rigorous fine-tuning and extensive sample screening, it ultimately selects two mature offerings for market launch. R&D investment accounts for 3% of the factory’s total output value, ensuring that the company’s high‑quality growth remains firmly driven by innovation.

June 12, 2026