Henan-based companies are experiencing unprecedented growth, with brands like Mixue Bingcheng, Pang Donglai, and Bai Xiang Food gaining national and international recognition. These enterprises represent different aspects of Henan’s economic transformation while providing replicable models for Chinese brands going global.
Mixue Bingcheng’s journey from a small shop in Zhengzhou to becoming the world’s largest freshly made beverage chain with over 46,000 stores globally demonstrates the power of its “extreme affordability + efficient supply chain + franchise model” strategy. The company has successfully implemented a “rural包围urban” approach in China while adapting to local preferences in overseas markets like Vietnam and Indonesia.
Pang Donglai has taken a different path, focusing on perfecting customer service within Henan province while achieving nationwide fame. With annual revenue exceeding 10 billion yuan, its exceptional employee benefits and innovative services have created what’s known as the “Pang Donglai phenomenon,” attracting visitors nationwide like a tourist attraction.
Bai Xiang Food represents traditional manufacturing’s transformation. Established in 1997, the instant noodle company has rebranded through youth-oriented marketing and technological innovation, including a collaboration with China’s aerospace sector to establish a joint food research laboratory.
Public Opinion Storms: Three Case Studies
In the first half of 2025, these three Henan enterprises faced significant public relations challenges that revealed complex dynamics between brands and consumers.
Bai Xiang’s “Half More” Trademark Controversy
The most dramatic case involved Bai Xiang’s trademark registration of “Half More” for its larger-portion noodle products. When consumers noticed the phrase was trademarked, accusations of “wordplay deception” trended online. Bai Xiang responded by renaming products with exact weight specifications (120g/110g) and phasing out the trademark, despite packaging clearly showing the actual 57-71% portion increases.
Mixue’s 315 Food Safety Incident
During the 2023 Consumer Rights Day, undercover reports revealed some Mixue stores reused overnight lemon slices. Surprisingly, many consumers defended the brand with humorous comments about its affordability, demonstrating the emotional connection built through its “King Snow” IP and low-price strategy.
Pang Donglai’s “Underwear Sister” Extortion Attempt
A social media influencer known as “Underwear Sister” falsely accused Pang Donglai of selling allergy-causing red underwear. The company responded with a thorough investigation, testing products at three authoritative institutions, and ultimately filing a 1 million yuan counterclaim against the serial complainer, winning public support.
Crisis Management Strategies and Cultural Roots
These cases reveal distinct yet effective crisis response approaches rooted in Henan’s business culture.
Bai Xiang adopted a “transparent correction” strategy, sacrificing old packaging worth millions to rebuild trust through concrete actions. Mixue benefited from an “emotional defense” by loyal customers, though experts warn this shouldn’t replace food safety improvements. Pang Donglai’s “evidence-based counterattack” against malicious complaints set a precedent for handling false accusations.
Analysts note these responses reflect core Henan values: Bai Xiang’s honesty, Mixue’s approachability, and Pang Donglai’s meticulousness. As one commentary noted: “Born and raised in Henan, Bai Xiang carries the straightforwardness of this central China region – the stubborn integrity that would rather suffer losses than invite criticism, the practical attitude of working hard without flashy tricks.”
Behind the challenges lies a subtle regional bias. Despite Henan’s economic progress, some consumers maintain stereotypes about “Henan-made” products, making local enterprises more vulnerable to public scrutiny. Overcoming this requires both sustained excellent performance from Henan businesses and more objective evaluation from media and consumers.
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