We are a large-scale biscuit manufacturer with a long history and leading position in the biscuit market in the PRC. among the biscuit manufacturers operated by PRC brand owners, we were the largest manufacturer in terms of retail sales value, retail sales volume and production volume in 2013. We were also the second largest manufacturer of biscuits in the PRC in terms of retail sales volume and production volume in 2013.
Our products are primarily marketed under our core brand “Jiashili”. We have sought to build strong brand recognition for our “Jiashili” brand by promoting it with our slogan “Jiashili, Liwanjia”(嘉士利,利萬家) which means “Jiashili” is a brand that benefits tens of thousands of families.
We have received various awards and certifications for our “Jiashili” brand including the “Famous Trademark in Guangdong Province” (廣東省著名商標) by the Guangdong Province Administration for Industry and Commerce in 2010, the “China Well-Known Trademark” (中國馳名商標) by the SAIC in 2009, the “Top10 Most Competitive Brands in China’s Food Industry” (中國食品行業最具競爭力十大品牌) by The Chinese Academy of Management Science (中國管理科學研究院), China Committee for Competitiveness Promotion(中國企業競爭力促進會), Business Times (商務時報社) and China Brand Association (中國品牌協會) in 2009and the “China Top Brand Product” (中國名牌產品) by AQSIQ in 2006. We have also been awarded the“Leading Enterprise in National Food Industry 2010–2011” (2010–2011年度全國食品工業優秀龍頭食品企業)by the China National Food Industry Association (中國食品工業協會) in 2011.
We have an extensive nationwide distribution and sales network that spreads over 31 provinces,autonomous regions and municipalities in the PRC. As of March 31, 2014, our products were sold in over 160,000 points of sale in the PRC, and can also be purchased by consumers via online platforms.
To facilitate our nationwide distribution and sales, we have established three production plants located in Guangdong province, Jiangsu province and Hebei province in the PRC, housing 23 production lines. Our 23 production lines have a total designed production capacity of more than 120,000 tonnes of biscuits per year which have made us the second largest manufacturer of biscuits production in the PRC in 2013 in terms of production volume.
Our strong research and development team, which comprises a member of the expert committee of the China National Food Industry Association, together with the collaborative effort from institutions we have engaged in research and development, have allowed us to introduce new products and refine our existing products to tailor for the latest demand of consumers. We have also established our in-house research and development center in our production plant in Kaiping, Guangdong province for our biscuit products. Such in-house research and development center was awarded as a “Guangdong Provincial Enterprise Technology Center” (廣東省級企業技術中心) by The Economic and Information Commission of Guangdong Province (廣東省經濟和信息化委員會), Department of Finance of Guangdong Province (廣東省財政廳), Guangdong Provincial Office of the State Administration of Taxation (廣東省國家稅務局), Guangdong Local Taxation Bureau (廣東省地方稅務局) and Guangdong Sub-administration of PRC Customs (中華人民共和國海關總署廣東分署) in 2014 and a “Guangdong Province Bakery Food (Jiashili) Engineering Research Center” (廣東省焙烤食品(嘉士利)工程技術研究中心) by the Science and Technology Department of Guangdong Province (廣東省科學技術廳) in 2013. Further, we have been accredited with ISO 9001:2008 (quality management systems), ISO 22000:2005 (food safety management systems) and ISO 14001:2004 (environmental management systems) quality assurance certifications by Zhongjian Certification Co., Limited (中鑒認證有限責任公司) in respect of the production and sales of our products. We are committed to high standards of quality in all our products and follow stringent quality control procedures throughout our raw material sourcing and production processes. In recognition of our strong quality control capability, we were invited to participate in the drafting of the PRC National Standards (中華人民共和國國家標準) for biscuits (No. GB/T 20980-2007) for AQSIQ and the Standardisation Administration of the PRC (中國國家標準化管理委員會) in 2007.