Fujian Wanchen Food Group Co., Ltd.

Company Profile

1.A Leading Industry Position in China with Prominent Regional Advantages At present, the company has become a leading player in the market of China’s value retail for snack and beverage. Its nationwide presence combines broad coverage with deep penetration in core regions. In terms of GMV in 2024, Haoxianglai ranked as the largest brand of value retail for snack and beverage in the Yangtze River Delta with a market share of 43.0% and it also ranked the first among brands of value retail for snack and beverage in the four provinces of Shandong, Shanxi, Henan and Hebei, with a market share of 60.2%. The company‘s regional brand Laopo Daren has long been the leading player in Zhejiang province, with a market share of 53.9% in terms of GMV in 2024. 2.High-quality, Affordable Product Offerings and a Joyful Shopping Experience The company continuously optimizes its product assortment to deliver high-quality, affordable products and a joyful shopping experience. It has built a procurement team of over 200 personnel, and tracks real-time sales data across its nationwide network and industry benchmarks through its self-developed product selection systems, which monitor sell-through performance and analyze market trends. The combination of data and professional expertise has significantly improved the success rate of new product launches. The company’s stores feature bright, spacious and standardized designs to ensure a consistent high-quality experience nationwide. 3.Large Membership Base and Strong Consumer Engagement The company has a large, active and fast-growing membership base. As of the end of August 2025, the number of the company's registered members exceeded 150 million, and the purchasing frequency of monthly active members reached 2.9 times. The company further strengthens consumer engagement and brand influence with innovative and integrated marketing, which specifically includes social media marketing, seasonal and event-based campaigns, celebrity endorsement, and IP collaborations. 4.Efficient and Integrated Supply Chain By adopting an end-to-end, direct-to-store sourcing model, the company simplifies the traditionally fragmented distribution structure of the snack and beverage retail industry. Nearly 95% of its products are directly sourced from brand owners. The model enables the company’s products to sustain a significant price advantage. As of June 30, 2025, the company operated 51 ambient warehouses with a total area of 960,000 square metres, as well as 13 cold-chain warehouses, which allows for delivery from warehouses to the majority of its stores within 24 hours. The company’s digital systems, including a warehouse management system (WMS) and a transportation management system (TMS), provide real-time oversight across the entire supply chain, from warehouses to stores. In August 2025, the average order fulfillment rate under Haoxianglai exceeded 99%, above the industry average of 90%-95%. 5.A Loyal and Ever-enlarging Franchise Base The company has built up a loyal and ever-enlarging franchise base. As of June 30, 2025, it had over 9,800 franchisees. The company views its franchisees as strategic long-term partners and is committed to building up stable and mutually beneficial relationships. Currently，the company does not charge any franchise fees for franchisees joining Haoxianglai. The company provides comprehensive support covering the full lifecycle of store operations, including assistance with site selection, store design and decoration, opening and ongoing training, inventory management, and performance analysis. This standardized approach lowers the entry barrier for new franchisees while enhancing daily operating efficiency. From January to June 2025, the company’s franchised store closure rate was only 1.9%, significantly lower than the industry average.