“The beef set meal and the large chicken cutlet are sold out—please contact the warehouse immediately to restock!” “The self-heating rice is almost all gone, too,” another staff member added. “The sample items are running low—step up production fast!” This was the scene unfolding at the Huikang Foods exhibit hall during the Zhengbo Fair. On September 26, the 13th China Shijiazhuang (Zhengding) International Small Commodities Expo 2020 (hereinafter referred to as the “Zhengbo Fair”) grandly opened at the Shijiazhuang Zhengding International Convention and Exhibition Center. Held both online and offline, the event attracted more than 20,000 visitors. Exhibitors from Central and Eastern Europe, Mexico, Australia, South Korea, and other regions around the world gathered for this larger-scale, higher-profile, and more far-reaching international showcase. Shijiazhuang Huikang Foods Co., Ltd., an outstanding enterprise from Hebei Province, was specially invited to participate, presenting its meticulously crafted ready-to-eat meal brand at the fair. The brand quickly became a major highlight of the 2020 Zhengbo Fair, drawing extensive attention from industry professionals and attendees alike.

Wellcome Foods Exhibition Hall Highly Sought After, Fully Demonstrating the Strength of a National-Level Leading Enterprise

As the only national key leading enterprise in agricultural industrialization in Zhengding, Huikang Food Company is actively preparing to host its annual flagship event right on its doorstep as a key brand-marketing initiative for 2020, with a strong focus on strengthening and expanding its position as a leading brand in the pre-made meal industry while contributing to the recovery of the economic market.

After meticulous preparation, the large, specially designed and exquisitely decorated exhibition hall meticulously crafted by Huikang Foods immediately became a major highlight of the show. Designed and constructed with a distinctly Chinese aesthetic, the Huikang pavilion is breathtakingly beautiful, grand yet elegant, with thoughtfully arranged sub-areas that seamlessly blend traditional Chinese motifs with modern elements. The open-style product display zone offers a comprehensive showcase of Guoyan’s frozen and ambient-stored offerings, including pre-made dishes, meal kits, and the “Hi-Fan” self-heating series. On-site tastings of Guoyan’s pre-made dishes provided attendees with a sumptuous feast for both the eyes and the palate. The pavilion’s impressive presentation, tantalizing cuisine, and exceptionally attractive discounts drew numerous visitors to sample, discuss partnerships, and make purchases, earning widespread recognition and praise from business partners for the quality and flavor of Guoyan Foods.

On the morning of September 26, Xing Guohui, a member of the Standing Committee of the Hebei Provincial Party Committee and Secretary of the Shijiazhuang Municipal Party Committee; Zhu Baocheng, former head of the Discipline Inspection Group of the Central Commission for Discipline Inspection stationed at the Ministry of Agriculture; and Zhang Ye, a member of the Standing Committee of the Shijiazhuang Municipal Party Committee and Secretary of the Zhengding County Party Committee, visited the Huikang booth. After listening to the staff’s presentation on the company’s products, Secretary Xing gave a thumbs-up in recognition of Guyan products, remarking, “The taste of Guyan beef hide is truly excellent. Keep up the good work and bring this outstanding product to markets across the country!” In addition, Secretary Xing commended Huikang for its significant contributions to the city’s economic development over the years and highly praised Huikang Foods’ commitment to becoming a leading brand in China’s pre-made meal industry.

Empowering with a New Factory to Build a Leading Brand in the Pre-made Meal Industry

Driven by the rapid growth of the domestic economy and evolving consumer dining preferences, the GuYan brand now offers a comprehensive portfolio that includes home-use frozen ready-made meals, quick-frozen meal kits, premium steaks, self-heating rice, and self-heating hot pots. Backed by robust product R&D and manufacturing capabilities, GuYan Foods has expanded its consumer footprint across 23 provinces nationwide in just five years since its founding. The company has established a multi-channel marketing network that integrates e-commerce, distribution, and supermarket channels: online, it is present on leading platforms such as Tmall, JD.com, and Pinduoduo; offline, it has entered major supermarket chains including Pangdonglai, Yonghui, and Beiguo, earning widespread consumer acclaim.

High-quality development is driving the company’s rapid growth, with Huikang Foods aiming to become the leading brand in China’s pre-made meal industry and striving to set the benchmark for the sector. To ensure superior product quality, the company has actively invested in building new facilities and expanding production capacity, ultimately establishing China’s largest integrated pre-made meal production base. In September of this year, Huikang Foods’ newly constructed plant—built at a cost of RMB 450 million—officially began operations, with a daily output capacity of 160 metric tons and an annual output value of RMB 4 billion. The company adopts an integrated business model that encompasses seed cultivation, farming, R&D, manufacturing, and sales, thereby ensuring product safety and consumer confidence across the entire value chain.

Over the next three years, Huikang Foods expects annual sales revenue exceeding RMB 2.5 billion, positioning itself as a leader in the frozen meal-kit and home-prepared frozen-meal sectors. At the same time, the company will continue to expand the brand influence of “GuYan,” striving to build a portfolio of brands including “GuYan,” “JieBaiWei,” “GuYan Ranch,” and “HiFanShi.” It will relentlessly optimize its core resources in R&D, production, and marketing, continuously iterating and refining its capabilities on both the market and R&D fronts—ensuring strong competitiveness at the consumer end, robust profitability across distribution channels, and a distinct advantage over competitors.

Leveraging the China International Fair for Trade in Services as an Opportunity to Build a Crucial Bridge for Brands to Go Global

As consumer demand for pre-made meals continues to grow at the household level, Huikang Foods, a national-level industry leader, made a prominent appearance at the exhibition, leveraging the platform for industry exchange and showcasing provided by the China International Food Expo to generate exceptional on-site popularity and strong brand exposure for its GUYAN brand. By fully capitalizing on the Expo’s exhibition platform, Huikang not only enabled domestic and international visitors to appreciate the critical role of pre-made meals in modern home kitchens but also allowed them to experience the unique appeal of the GUYAN brand. The China International Food Expo has thus established a vital bridge connecting GUYAN with global markets, paving the way for the brand to expand into broader markets while simultaneously setting the tone for the future development of the pre-made meal industry.

“Our corporate vision is to become the leading brand in China’s pre-made meal industry and gradually build an internationally influential food brand. By leveraging the prestigious China Food Expo as a key platform for promotion and showcasing, we aim to enable more industry peers and consumers to witness the growth of the GUYAN brand,” said Li Yongxin, General Manager of Huikang Foods, in an interview at the event. “We will continue to strive tirelessly to bring products that are ‘safe and reliable, uncompromising in quality, delivered with first-class service, and fully satisfying to consumers’ to the tables of more Chinese households.”

Driven by a commitment to craftsmanship and brand excellence, Huikang Foods is dedicated to deepening its presence in the industry and delivering more high-quality, delicious products to modern consumers. Looking ahead, Shijiazhuang Huikang Foods Co., Ltd. will leverage its growing strength and unwavering artisan spirit to realize its vision of becoming the leading brand in China’s pre-made meal sector—paving the way for the industry to reach new heights.