In 1999, relying on their understanding of the snack food industry and their keen business acumen, Shi Yonglei and his wife Yu Ruifen opened the first snack food retail store - "Lai Yifen" in Xuhui District, Shanghai. , the store mainly sells drinks and roasted seeds and nuts. At the beginning of his business, Shi Yonglei took snack food as the main business scope of the store. At the same time, he took "directly operated chain stores" as the store development goal and determined to be the No. 1 snack food brand in the country. After a year of operation and accumulation, the "Lai Yifen" store has left a deep impression on consumers.

In 2002, in order to further operate and manage the "Laiyifen" brand and lay a solid foundation for enterprise development, Shi Yonglei established Shanghai Aiwu Food Co., Ltd. After the establishment of Aiwu Food, it has always been committed to the promotion of the "Lai Yifen" brand. Under Shi Yonglei's correct leadership, "Lai Yifen" quickly became popular in Shanghai and firmly established its own brand image.

With his understanding of the snack food industry and strong brand awareness, Shi Yonglei submitted a trademark registration application to the Trademark Office of the State Administration for Industry and Commerce at the same time as the company was established, and applied for the "Lai Yifen" word trademark. And in July 2001, we applied for the cartoon graphic " " trademark. In 2002, the State Trademark Office officially issued the trademark registration certificate for this application. With the formulation of a new development strategy, the company has also carried out company LOGO " " in categories 29 and 30 in Canada, Hong Kong, the European Union, Malaysia, Indonesia, Thailand, New Zealand, Australia, the United States, South Korea, Japan, Singapore, and Taiwan. Trademark application (currently we have obtained trademark registration certificates from some countries or regions).

In order to establish the "Lai Yifen" brand image, Shi Yonglei firmly chose the industry-leading "direct chain store" model, and all "Lai Yifen" food is sold in his own direct sales stores. Under the unified operation of the company, all "Laiyifen" stores have been carefully sited and reasonably laid out; all stores are uniformly decorated in an orange style, which is beautiful and elegant; all store employees have been uniformly trained by the company and provide considerate service. The unified direct sales monopoly model has improved the brand image of "Lai Yifen", improved management and operational efficiency, effectively guaranteed the service quality of "Lai Yifen", and maintained the unity of the brand to the greatest extent.

Excellent quality is the key to the brand image of "Lai Yifen". Shi Yonglei has strengthened product quality control to ensure the excellent quality of Lai Yifen snack foods. The company has established a quality control department to strictly implement product quality inspection and ensure the fresh taste of Laiyifen food on the market. In order to ensure the quality of Laiyifen products from the source, the company strictly selects suppliers and regularly conducts inspections of suppliers in various places. The company regularly holds supplier conferences to communicate on aspects such as improving product quality. Through the continuous efforts of Shi Yonglei and Aiwu Food, Lai Yifen has formed a good strategic cooperative relationship with its suppliers, effectively ensuring the quality of Lai Yifen's supply.

Brand promotion is the guarantee of brand establishment. Shi Yonglei attaches great importance to the promotion of the Laiyifen brand. After the establishment of Aiwu Food, the company adopted a variety of promotion methods and achieved good results, and the Laiyifen brand gradually became popular among the people. "Laiyifen" insists on continuous and effective brand promotion throughout the year, adhering to the mission of "spreading leisure culture and creating unlimited happiness" to enhance consumer confidence and obtain long-term brand effects. The brand "Lai Yifen" is increasingly popular and has a good influence among consumers. The share of "Laiyifen" products in the similar market in Shanghai is increasing year by year, and the product's awareness among consumers is constantly increasing.