Fanhun is a trendy food brand launched by Xiangtianxia Group in 2021. Focusing on the research and production of dishes, we have launched five products that have been highly recognized by the market. The main consumer group of this brand is contemporary young people who are not fond of spicy food. At the same time, we aim to create the IP attribute of a dry rice person and use trendy elements to package our products, capturing the attention of consumers. The transition from offline to online purchasing scenarios, utilizing small organizations with distribution models for layer by layer fission, turning users into consumption scenarios that can be consumed and experienced anytime, anywhere, achieving nationwide consumption and sales.