During China's eight-day National Day and Mid-Autumn Festival holiday in early October, Jiangsu Qiliang Foods, based in the Xinghua Economic Development Zone, Xinghua, Jiangsu province, achieved sales revenue of nearly 80 million yuan ($11.26 million), with daily sales of its core products all achieving double-digit growth.
The company is engaged in the processing and sales of leisure meat products and fish paste products. With keen market insight, it has launched multiple popular products loved by young people.
In 2024, the company achieved invoice sales of 284 million yuan. In the first half of this year, it achieved invoice sales of 181 million yuan, a sizable increase of 41.07 percent.
"The Chinese snack food market is a huge cake. From pursuing taste to emphasizing health and functionality, and then to providing emotional value, the consumption habits of contemporary young people are changing the development direction of leisure food," said Liu Zeqing, chairman of the company.
The Jiangsu Qiliang Foods factory. [Photo/WeChat account: wtz0523]
To cater to the lifestyle and consumption preferences of young people today, the company has launched a sub brand called "Light foodie", targeting young people who pursue a healthy lifestyle. The sub brand focuses on low-fat and healthy leisure foods, such as low-fat chicken sausages.
Qiliang Foods currently has one research and development base in Shanghai and two production bases in Xinghua and Liaoning.
"We chose Xinghua because of its strong foundation in the health food industry, and we don't regret our decision," said Wang Gang, the general manager.
Wang added that as a characteristic hub for health food in East China, the Xinghua EDZ has gathered a group of industry benchmarks, which makes Qiliang Foods adept at the coordinated development of the industry chain.