"The making of Zhongjiang Noodle has passed down for four generations from my grandparents. For one hundred years, the Yan's Noodle has been a good brand influence. As the new inheritance person of Yan's Noodle, I have a dream that one day the Yan's Noodle will become famous around the country. " Yan Mingyong, a man from Zhongjiang County, Deyang City of Sichuan Province told to CIPNews reporter.
　　
In 1998, the Zhongjiang Yan's Cereals, Oils and Foodstuffs Company was established by Yan mingyong and his elder brother. "Our aim is to build up the brand of Yan's Noodle," said Yan Mingyong. After the establishment of the company, the noodle has won over consumer hearts by using patrimonial art and strong word-of-mouth.
　　
There are two kinds of noodle in Zhongjiang County: the handmade noodle and machine-made noodle. "the authentic Zhongjiang handmade noodle has a special taste, and the county was the only source of such noodle because of the local water quality. So I decide to strengthen traditional handmade noodle while expanding production of machine-made noodle. " Yan told the reporter.
　　
Yan Minghong soon found his position in noodle market through product innovation and technological innovation. With the expanding of his brand, Yan Mingyong began to file patent application in 2004. "The first two patents are designs, which have played a good role in our brand building." Yan said.
　　
With the benefit from innovation, Yan Mingyong became interested in technological innovation and IPR. In the years that followed, he increased his spending on R&D, and established a cooperation relationship with Henan Industrial University, to jointly develop new kinds of noodle and processing technology. "We can produce some ten varieties of noodle with a capacity of 20,000 tons a year." Yan said.
　　
Yan Mingyong is continuing to produce traditional handmade noodle while expanding the production of machine-made noodle. "Although the machine-made noodle enjoys high profits, we never give up traditional production technology." Yan said.

(China IP News)