Summary of Key Points
The “Lanzhou Lamian” restaurants owned by people from Qinghai are collectively changing their signs. Over the past 40 years, entrepreneurs from places like Hualong in Qinghai have used the reputation of “Lanzhou Lamian” to attract customers, as it was easier for consumers to recognize. Now, the Qinghai government is encouraging them to switch to using the name “Qinghai Lamian,” offering subsidies for sign replacements and special product display cabinets to support brand improvement. The goal is to develop a comprehensive industry chain that encompasses everything from livestock breeding to food service. However, there are two major challenges: first, consumers have a strong association with the name “Lanzhou Lamian”; second, the industry is small and fragmented, lacking standardization. For now, the change is voluntary, with the government guiding the process through policies and standards.
Why Did Restaurants Owned by Qinghai People Use the Name “Lanzhou Lamian”?
As early as the late 1980s, farmers from Hualong in Qinghai would go to other cities to start businesses, and opening lamian restaurants was a common choice. At that time, few people knew about “Hualong Lamian” or “Qinghai Lamian,” while Lanzhou beef noodles were already well-known nationwide. To make it clear to customers what they were selling, many Qinghai restaurant owners chose to use the name “Lanzhou Lamian.”
This model of business expansion was based on mutual support: one person would learn how to make lamian and open a restaurant, then hire relatives and friends as chefs to open new stores, spreading the concept across the country. For example, in 1988, Ma Guifu from Hualong took 5,000 yuan to Xiamen to start a lamian restaurant, one of the earliest instances of this strategy. Today, out of the 31,000 Qinghai lamian restaurants nationwide, most were established using this method, even though they still bear the name “Lanzhou.”
Why Change to “Qinghai Lamian” Now?
The Qinghai government is making this change with a vision for industrial development:
- From individual stores to an industry chain: The Qinghai lamian industry has evolved into a complete ecosystem involving livestock breeding, food processing, cold-chain logistics, and food service, covering more than 20 sectors. By 2025, the industry is expected to generate 20.4 billion yuan in revenue, with Hualong County contributing 15 billion yuan alone, and it has also spurred entrepreneurship (462 new businesses).
- Building a local brand: Using someone else’s brand was necessary in the early stages, but now that the industry has grown, Qinghai wants to have its own distinct identity. In 2018, Qinghai launched a public branding strategy for “Qinghai Lamian,” and in 2025, it established a big data center to centralize management and improve standards across all stores.
- Boosting the local economy: With the new sign, restaurants can sell local specialties and play promotional videos about Qinghai’s culture and tourism, effectively advertising the region while helping farmers sell their products and attracting tourists.
What Are the Benefits of Changing the Sign?
The government is offering tangible incentives to encourage owners to change:
- Free sign replacements: The provincial government covers the cost of replacing signs with a unified design featuring “Qinghai Lamian.”
- Special product displays: Owners can display Qinghai’s local products at reduced prices and earn extra profits.
- LED screens: The association provides 75-inch screens to showcase Qinghai’s scenery and culture, enhancing the restaurant’s appeal.
- Chain support: Franchisees like those of “Qingpu Yak Noodles” receive training from the headquarters and assistance with applying for new stores.
So far, 1,000 restaurants have changed their signs, with 500 being encouraged by the government (out of a total of over 200). The remaining changes were made voluntarily by the owners.
What Are the Challenges?
The main challenges are:
- Consumer perception: Many consumers still associate “Lanzhou Lamian” with authenticity. For example, customers in Shenyang might be hesitant to visit a restaurant that has changed its name. Lanzhou beef noodles have established a strong reputation through popular food programs, so it will take time for Qinghai lamian to gain the same recognition.
- Fragmented industry: Most restaurants are small and unorganized, lacking standardization in production and service quality.
What’s the Future Plan?
The government is not imposing a deadline for the change; instead, it relies on market forces and standardization to drive progress:
- Promoting standards: New local standards have been set to ensure consistent quality (e.g., cooking times and noodle thickness).
- Soft marketing: Efforts include producing documentaries and collaborating with consumer brands (e.g., creating Qinghai lamian combos with bubble tea shops) to gradually change public perception.
- Continued support: Subsidies will continue for those who wish to change their signs, and efforts will be made to promote chain operations, helping small restaurants grow into larger, more established brands.
In summary, changing the sign is just the first step in Qinghai’s lamian industry’s transformation from relying on a well-known brand to developing its own unique identity. This represents a local economy’s journey from being fragmented and low-end to becoming more organized and high-quality.