CHUAN WA ZI 川娃子: From a Small Chuan Chuan Shop to a Billion-Dollar Sauces Empire

Introduction: The Spirit of "Chuan Wa Zi, Xiong Qi"

In the world of Chinese condiments, few brands carry a name as emotionally resonant as 川娃子 (Chuan Wa Zi) . The name literally means "Sichuan Boy" or "Son of Sichuan," and it was born from a rallying cry that echoed across China during one of the nation's most challenging moments.

In 2008, when a devastating earthquake struck Wenchuan, Sichuan, people across the country united in support, shouting "Sichuan boys, stand tall!" (川娃子雄起) . This spirit of resilience, determination, and pride deeply moved a young university student named Tang Lei . Little did he know that this phrase would one day become the name of a brand he would build—a brand that would grow from a single Chuan Chuan shop to a billion-yuan enterprise, bringing the authentic flavors of Sichuan to tables around the world .

Part One: The Unconventional Path of an Entrepreneur (1985-2008)

A Tech Student with Business Instincts

Tang Lei's story is not that of a traditional entrepreneur. Born into a family with deep roots in the catering industry in Leshan, Sichuan, he was surrounded by the aromas and flavors of Sichuan cuisine from childhood. However, his educational path took him in a different direction—he enrolled in the University of Electronic Science and Technology, majoring in computer science .

But the "tech guy" path was not destined for Tang Lei. Even during his freshman year, his business instincts began to surface. When the World Cup coincided with university regulations prohibiting students from bringing their own TVs and computers, Tang Lei saw an opportunity. He rented out more than 300 televisions, earning approximately 100 yuan profit per unit by solving a real problem for his fellow students .

Over the next three years, he became what he called a "backpacker," selling phone cards and eventually covering more than ten schools in the area. By the time he graduated, he had saved nearly 1 million yuan—an impressive sum that would become the foundation for his future entrepreneurial journey .

The Earthquake That Changed Everything

In 2008, the Wenchuan earthquake shook Sichuan to its core. As the nation rallied to support the affected regions, the phrase "川娃子雄起" (Chuan Wa Zi, stand tall) became a symbol of resilience and hope. For Tang Lei, these words planted a seed—a sense of identity and purpose that would later inspire the name of his life's work .

Upon graduation that same year, Tang Lei made a decisive choice. Instead of pursuing a career in technology, he returned to his roots—literally and figuratively—and opened his first Chuan Chuan (skewer hotpot) shop .

Part Two: Building a Restaurant Empire (2008-2012)

The First Shop: A Recipe for Success

On September 30, 2009, Tang Lei opened the doors to his first Chuan Chuan shop. The very next day, October 1, business exploded. The secret to this instant success lay in three key strategies :

From One to 1,300: The "Standardization Loop"

What happened next was extraordinary. Within just four years, Tang Lei expanded his single shop into a chain of 1,300 franchise locations across the country. By age 28, he had already accumulated wealth exceeding 10 million yuan .

The key to this explosive growth was what Tang Lei calls the "standardization loop" :

1. Standardized Supply Chain: All dipping sauces, marinating powders, seasoning packets, and ingredient marinades were produced to exact specifications, ensuring consistent taste across every location

2. Internet Marketing Advantage: In his first five years of entrepreneurship, Tang Lei leveraged online platforms to build brand awareness and attract franchisees

3. Full-Loop Replication: The model encompassed supply chain, channels, brand marketing, shop-opening mentors, and agents—creating a closed loop that could be efficiently replicated

It was during this period that Tang Lei began to understand a fundamental truth about the restaurant industry: to achieve scale and consistency, flavors must be standardized . This insight would eventually lead him to create a central kitchen—the precursor to what would become Chuan Wa Zi Foods .

Part Three: The Birth of Chuan Wa Zi (2012-2018)

From Restaurant to Food Manufacturer

Around 2010, as his chain of Chuan Chuan shops continued to grow, Tang Lei established a central kitchen to supply seasonings and some ingredients to his restaurants. This was the humble beginning of what would later become a full-fledged food manufacturing enterprise .

In 2012, Tang Lei took a significant step forward, founding the Pengshan Chuan Wa Zi Food Factory in Meishan, Sichuan. This facility served as a central kitchen and standardized seasoning supplier for Sichuan cuisine . It was the bridge between his restaurant operations and his vision of bringing authentic Sichuan flavors to a wider audience.

The Official Establishment

On March 10, 2015, the company was officially registered as Sichuan Chuan Wa Zi Food Co., Ltd. , with Tang Lei as the legal representative . Headquartered in the Qinglong Industrial Park, Pengshan District, Meishan City—part of the national-level Tianfu New Area—the company was positioned for growth .

During this period, Chuan Wa Zi began serving multiple restaurant chains with professional customized seasoning services. As China's catering industry underwent rapid modernization, with franchising becoming dominant trends, Chuan Wa Zi positioned itself at the forefront, helping restaurants achieve standardization, reduce dependence on traditional chefs, and improve efficiency .

Part Four: The New Hope Era (2018-Present)

Strategic Investment from a Fortune 500 Company

In 2018, Chuan Wa Zi received a transformative vote of confidence when it became a strategic subsidiary of New Hope Group , a Fortune 500 company, through New Hope's Caogenzhimu investment platform .

This partnership brought more than just capital. New Hope's resources in agriculture and supply chain management significantly strengthened Chuan Wa Zi's capabilities. Tang Lei reflects that in the five-plus years of cooperation with New Hope, the company's corporate culture and management practices have reached a higher level, with the management team continuously optimizing .

The AAA Smart Ecological Factory

In 2019, Chuan Wa Zi invested 300 million yuan to build and commission a 120-mu (approximately 20-acre) AAA-grade smart ecological factory . This facility represents the cutting edge of food manufacturing, integrating :

• Automation: Streamlined production lines

• Informationization: Data-driven process management

• Intelligence: Smart decision-making systems

• Visualization: Transparent, monitorable operations

With an annual production capacity reaching 150,000 tons , this factory marked Chuan Wa Zi's transformation from a traditional manufacturer to a provider of flexible, customized supply chain services . The company also established a Food Research Institute with a high-level R&D laboratory, building a research team of over 100 professionals .

Major Funding and Recognition

In 2021, Chuan Wa Zi completed a nearly 300 million yuan Series A funding round , led by Gaorong Capital, with participation from Xiamen C&D and other investors . That same year, the company was recognized as a Sichuan Province "Specialized, Refined, Distinctive, and Innovative" (专精特新) SME .

Other honors followed, including :

• 2021: "Annual Sichuan Flavor Brand" at the 2021 Anxin Awards

• 2021: "315 Craftsmanship Brand"

• 2021: Top 100 New Consumer Brand Future Unicorns

Quality Certifications

Chuan Wa Zi's commitment to quality has been validated through multiple international certifications :

Part Five: The Shaojiao Sauce Phenomenon

Finding the Right Niche

While Chuan Wa Zi's B2B business serving over 15,000 restaurant chains remained strong, the company's breakthrough into the consumer market came with a single product: Shaojiao Sauce (烧椒酱) , or "Charred Chili Sauce" .

The strategy was simple but brilliant: "find a small entry point in a big category" . Rather than competing directly in the crowded traditional chili sauce market dominated by fermented bean and dried chili products, Chuan Wa Zi identified a niche—a traditional, family-made sauce from Sichuan and Chongqing households that had never been commercialized at scale .

The "Fresh Sauce" Concept

Tang Lei and his team developed the concept of "fresh sauce" —positioning Shaojiao Sauce as distinct from traditional chili sauces that were typically heavy on oil, salt, and spice. Using Erjingtiao peppers as the primary ingredient, the sauce delivered a "fresh, spicy, natural, and healthy" profile that appealed to modern consumers .

The production process itself is unique: the peppers are charcoal-grilled using traditional农家 techniques, imparting a distinctive smoky flavor that evokes memories of home cooking . As Tang Lei explains, "Although the word 'shaojiao' is not common outside Sichuan, it's a shared taste memory for us people from the Southwest" .

Overcoming Technical Challenges

Commercializing a fresh sauce based on fresh peppers presented significant challenges :

• Supply Chain Complexity: Erjingtiao peppers have high water content, requiring careful preservation

• Seasonal Variation: Harvest timing affects flavor, requiring standardization through technology

• Flavor Consistency: Different growing regions produce subtle variations that must be managed

Chuan Wa Zi leveraged New Hope's agricultural resources to ensure year-round supply of fresh ingredients, while its R&D team worked to stabilize flavors and refine the product's texture .

The Live-Streaming Breakthrough

In 2020, as the pandemic created a surge in home cooking and "stay-at-home economy," Chuan Wa Zi's Shaojiao Sauce found its moment. During a live-streaming session on Li Jiaqi's channel, the sauce sold an astonishing 500,000 bottles in just three minutes .

This viral success was featured on CCTV Finance, catapulting the brand into national prominence . By 2023, cumulative sales of Shaojiao Sauce products had reached nearly 100 million bottles , with the line generating over 300 million yuan in annual revenue .

Product Line Expansion

Building on this success, Chuan Wa Zi expanded the Shaojiao Sauce line to include :

• Eggplant Shaojiao Sauce

• Beef Shaojiao Sauce

• Century Egg Shaojiao Sauce

The company also developed creative applications for the sauce in restaurant settings, including dishes like Shaojiao Beef, Shaojiao Snakehead Fish Slices, and Shaojiao Fried Rice .

Part Six: "B+C" Dual-Wheel Drive Model

Serving Two Distinct Markets

Chuan Wa Zi operates a sophisticated "B+C" dual-wheel drive business model , serving both enterprise clients and individual consumers with differentiated strategies .

The B2B Foundation

Chuan Wa Zi's B2B business serves as the company's foundation, providing stable revenue and leveraging economies of scale. The company offers comprehensive solutions including :

• Full-service R&D

• Customized product development

• Brand planning and packaging design

• Supply chain management

Major clients include well-known chains such as Dezhuang Hotpot, Wumei Ji, and Wuye Bian Noodle .

The B2C Growth Engine

On the consumer side, Chuan Wa Zi has built a substantial direct-to-consumer presence , accumulating over 1 million individual users . Through C2M (Consumer-to-Manufacturer) reverse engineering , the company uses consumer data to inform product development, ensuring that new offerings align with evolving preferences .

The company has particularly focused on younger consumers, developing products that resonate with new generation tastes while maintaining authentic Sichuan flavors .

Resilience Through Diversification

This dual model proved its value during the pandemic years. As restaurants closed or reduced operations, Chuan Wa Zi's pivot toward B2C channels enabled the company to maintain growth. Tang Lei describes this as a "relatively beautiful turn around" .

Between 2018 and 2024, the company grew from approximately 300 million yuan in revenue to over 1 billion yuan , maintaining annual growth rates of 20-30% even in challenging market conditions .

Part Seven: Supply Chain and Innovation

Full Vertical Integration

Tang Lei emphasizes that while Chuan Wa Zi may appear to be a seasoning manufacturer, its core competitive advantage lies in its supply capabilities . The company has achieved end-to-end integration :

• Upstream: Partnerships with agricultural cooperatives across multiple regions, providing farmers with advanced cultivation techniques and ensuring ingredient quality

• R&D: Collaboration with universities including Sichuan University, Sichuan Agricultural University, and Xihua University

• Production: AAA smart factory with automated and continuous mentoring  equipment

• Distribution: Serving over 15,000 restaurant chains and international markets

Natural Spice Technology

Chuan Wa Zi operates its own spice technology company , producing extracts from natural spices such as Sichuan peppercorn, cumin, ginger, and star anise. These extracts support product development and enhancement .

Digital Transformation

The company has invested heavily in digital capabilities, implementing SAP systems —a relatively rare investment in the catering industry. Tang Lei notes that the company has progressed through三个阶段 :

1. 僵化 (Rigid implementation): Following systems strictly

2. 固化 (Consolidation): Making systems part of daily operations

3. 优化 (Optimization): Continuously improving processes based on data insights

This digital transformation has improved organizational effectiveness, enabling better user acquisition and retention through data-driven analysis .

Part Eight: International Expansion

Going Global

Chuan Wa Zi began actively expanding into overseas markets in 2020 . The company's strategy includes :

• Building new media content through marketing

• Leveraging oversea Asian communities for authentic product growth

• Establishing a dedicated overseas business division

• Leveraging high-quality products and efficient supply chain systems

Global Footprint

As of 2024, Chuan Wa Zi products are available in more than 20 countries and regions worldwide :

The company has successfully entered multiple mainstream market chains in these markets, with its export footprint continuing to expand .

Part Nine: Company Culture and Philosophy

The Three "Likes"

Chuan Wa Zi has cultivated a distinctive corporate culture described as "Like an Army, Like a School, Like a Family" (像军队，像学校，像家庭) . This三像 culture represents:

• Like an Army: Discipline, execution, and shared mission

• Like a School: Continuous learning and personal development

• Like a Family: Mutual support and collective belonging

The Four "Shares"

Complementing this is the "Four Shares" philosophy (四共理念) :

• 共识 (Consensus): Alignment on vision and direction

• 共创 (Co-creation): Building together through collaboration

• 共担 (Shared responsibility): Supporting each other through challenges

• 共享 (Shared benefits): Distributing rewards fairly

A Platform for Entrepreneurship

Tang Lei sees Chuan Wa Zi not simply as a seasoning company, but as "a创业平台 for mission and value realization" . He describes the organization as a "格子铺" (grid store) where different categories and teams operate independently while benefiting from the platform's resources .

His metaphor for the company's role is that of building a "rocket" that can launch various projects—the "satellites"—into orbit, stabilizing them and supporting their journey .

The "One-Finger Zen" Philosophy

Tang Lei advocates for what he calls the "一指禅" (one-finger Zen) spirit in business :

1. Focus: Concentrate on a细分品类, no matter how small—even if selling noodles, define clearly whether it's eel noodles, pork liver noodles, or braised beef noodles

2. Organizational Capability: Build teams that can execute

3. Leader's Vision: Develop认知 and resource integration abilities

4. Long-term Perspective: Treat the enterprise as more than just a business; consider lasting value

He notes that truly excellent companies embody "a sword and a blade" —十年磨一剑 (ten years to sharpen one sword)—and have the patience to sit on冷板凳 through both高潮期 and低谷期, continuously evolving .

Part Ten: Vision for the Future

Growth Trajectory

Having crossed the 1 billion yuan revenue mark in 2023, Chuan Wa Zi continues to target 20-30% annual growth . Tang Lei's long-term vision extends to achieving 5 billion yuan minimum, with a stretch goal of 10 billion yuan over the next decade .

Strategic Focus Areas

A Message to Entrepreneurs

Tang Lei's advice to fellow entrepreneurs reflects his own journey :

"When the tide goes out, you see who's been swimming naked. The test for enterprises in challenging times is their长期规划 and定力—their ability to maintain course when顺风顺水 is not guaranteed."

He emphasizes that in every cycle, enterprises must train their capabilities across主业, channels, and upstream-downstream relationships.

Conclusion: The Son of Sichuan Stands Tall

From a single Chuan Chuan shop in 2008 to a billion-yuan enterprise serving customers in over 20 countries, the story of Chuan Wa Zi is inseparable from the spirit that inspired its name.

"川娃子雄起" —Sichuan boys, stand tall. This rallying cry of resilience and determination has been transformed into a brand that brings the authentic, fresh flavors of Sichuan to tables around the world.

Tang Lei's journey—from a tech student who never worked a single day as an employee, to a串串店 owner who scaled to 1,300 locations, to the founder of a modern food company backed by a Fortune 500 giant—embodies the entrepreneurial spirit of a new China .

Yet for all its growth and success, Chuan Wa Zi remains true to its roots. The company's commitment to "fresh" flavors, its reverence for traditional taste memories like the smoky aroma of charcoal-grilled peppers, and its mission to "accompany 1.4 billion Chinese consumers with fresh food" all reflect the values that have guided it from the beginning .

As Tang Lei looks to the future, he sees Chuan Wa Zi not as an endpoint but as a platform—a "rocket" that can launch new products, new categories, and new entrepreneurs into orbit. The company that began with one man's dream has become a vehicle for realizing the dreams of many.

The next time you taste the unique flavor of Chuan Wa Zi Shaojiao Sauce—whether in Chengdu, Singapore, London, or Los Angeles—remember the story behind it. Remember the earthquake that brought a nation together, the young man who turned a rallying cry into a brand, and the generations of Sichuan culinary tradition that make each bottle something special.

Chuan Wa Zi has stood tall indeed.

Chuan Wa Zi products are available through major e-commerce platforms including Tmall and JD.com, as well as retail stores throughout China and select international markets. For more information, visit www.sccwz.com.