What Casey Group does

Suzhou Lanyu Agricultural Products Processing Co., Ltd., operating under the HONG AN group brand and marketing as "Casey Group" via caseygroupinc.com, is a Chinese vertically-integrated manufacturer of household tissue paper and personal care products headquartered in Jiashan County, Zhejiang Province. Founded in 2001, the group produces moisturizing tissue, facial tissue, bathroom tissue, kitchen paper, baby wipes, diapers, and feminine hygiene products sold primarily under its flagship Kexinrou (可心柔) and CoRou (CoRou V9润+) brand families. The group operates three production bases across Zhejiang (Jiashan), Jiangxi (Ruichang), and Guangxi (pulp), with planned tissue paper capacity exceeding 200,000 tonnes annually, supported by a wholly-owned e-commerce subsidiary (Jiaxing Yijiaxi) managing online sales across Tmall, JD.com, Taobao, Pinduoduo, and Miaoya.

The company's primary technical differentiator is its proprietary Multi-Molecule Layered Absorption Moisturizing Technology (多分子分层吸收保湿技术), developed over three years with more than 10 million yuan in R&D investment and recognized as the first domestically-developed moisturizing tissue platform in China. This technology resolved prior wet-strength, bulk, and odor challenges that had prevented competitive launches. In 2019, the company extended its technology stack with Organic Physical Broad-Spectrum Antibacterial Technology, launching the CoRou V9润+ Antibacterial Series. Manufacturing is anchored by a 100,000-class dust-free cleanroom at the Zhenghua Paper facility, 12 automated production lines at the Ruichang subsidiary, and 26+ imported paper machines at the Jiashan headquarters, giving the group control from pulp (Guangxi Hongruitai) through finished branded product.

Suzhou Lanyu operates a hybrid B2B/B2C revenue model. Approximately 60% of moisturizing tissue capacity is allocated to its own brands while 40% supports OEM/ODM contracts with unnamed leading industry players. Distribution spans baby/maternal specialty retail (notably Le You/乐友), major Chinese e-commerce platforms, WeChat-based micro-merchants, KA/modern trade retailers, the China Post Youle Gou postal retail network, and traditional dealer channels across China. Customer segments include mother-and-baby consumers (primary), general household, university students, and B2B OEM partners. Group-level annual sales exceeded 1.5 billion yuan as of 2018, with management projecting revenue above 3 billion yuan for 2019.

Name

Casey Group

Legal name

苏州兰宇农产品加工有限公司

Website

https://caseygroupinc.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1–10 employees

Short description

Suzhou Lanyu Agricultural Products Processing Co., Ltd. (Casey Group) is a Chinese vertically-integrated tissue paper and personal care manufacturer producing moisturizing tissue, baby care, and feminine hygiene products under the Kexinrou and CoRou brands for consumer and OEM B2B markets.

Ownership category

akta.pro rank

Product category

Tissue Paper Manufacturing

SIC

Papers & Allied Products (2600)

akta.pro primary industry

Facial Tissue & Pocket Tissues (CRADALAB)

akta.pro secondary industries

Tissue Converting & Private Label Manufacturing (IMAMAGAH), Cotton & Personal Care Paper (Cotton Balls/Swabs, Paper Cotton Products) (CRADALAI), Baby Bath & Cleansing (CRABAJAA), Medical & Hygiene Disposables (Underpads, Disposable Washcloths, Bed Bath Products) (CRADALAK)

Keywords

• Household tissue paper
• Moisturizing tissue products
• Baby care wipes
• Feminine hygiene products
• Paper manufacturing OEM

Headquarters

HQ city

Wixom

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Tissue Paper Manufacturing & Sales: Production and sale of household tissue paper products under proprietary brands (可心柔/CoRou, e之梦) and OEM/ODM arrangements with leading industry players. Products sold through distributors, e-commerce platforms, and direct to retailers.
2. E-commerce Operations: Online sales of tissue paper and maternal/infant care products through Tmall, JD.com, Taobao, Pinduoduo, and Miaoya platforms. Jiaxing Yijiaxi E-commerce subsidiary handles digital sales operations.
3. OEM/ODM Manufacturing: Contract manufacturing for industry-leading enterprises in the tissue paper and hygiene products sector. 60% of moisturizing tissue production allocated to own-brand (可心柔), 40% to OEM for leading companies.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels7 records

Core offering

Casey Group (operating as HONG AN) manufactures and sells household tissue paper and personal care products, with its core being the CoRou V9润+ premium moisturizing tissue series featuring proprietary multi-molecule layered absorption technology. The product portfolio spans premium, mid-range, bamboo fiber, and value tissue lines under the CoRou/可心柔 brands, complemented by baby care products (diapers, pull-ups, wipes, cotton towels) and feminine hygiene items, sold through baby specialty stores, e-commerce platforms, WeChat micro-merchants, KA retail, and OEM/white-label contracts with industry leaders.

Product overview

Suzhou Lanyu Agricultural Products Processing Co., Ltd. (Casey Group) is a manufacturer of household tissue paper and personal care products. The company operates a platform-plus-product portfolio architecture with core tissue products (CoRou V9润+ Series, Kexinrou V5/V8/VS Series) as the main revenue driver, complemented by add-on product lines for baby care (Cloud Comfort diapers/pull-ups, Cloud Moist wet wipes/cotton towels) and feminine hygiene (Cloud Series sanitary products). The flagship CoRou V9润+ Series pioneered moisturizing tissue technology in China, positioning the company as a differentiated player in the premium tissue segment. Products are sold through e-commerce platforms (Tmall, JD.com, Taobao, Pinduoduo) and traditional distribution channels.

Differentiator

Problem solved

Functional benefit

Brands

• CoRou V9润+系列 (CoRou V9 Run+ Series): Moisturizing facial tissue series launched in 2015, featuring multi-molecule layered absorption technology and natural plant extracts. Includes Baby Series, Classic Series, and Campus Series sub-lines.
• 可心柔 V8系列 (Kexinrou V8 Series)
• 可心柔 V5系列 (Kexinrou V5 Series)
• 可心柔 VS系列 (Kexinrou VS Series)
• 可心柔 傻咖系列 (Kexinrou Shaka Series)
• 可心柔 云舒系列 (Kexinrou Cloud Comfort Series)
• CoRou 云柔系列 (CoRou Cloud Soft Series)
• CoRou 云润系列 (CoRou Cloud Moist Series)
• CoRou 云朵系列 (CoRou Cloud Series)

Products and services

• CoRou V9润+ Series (CoRou V9 Run+ Series) Flagship premium moisturizing tissue line featuring proprietary multi-molecule layered absorption technology infused with natural plant extracts. Includes Baby (宝贝系列), Classic (经典系列), and Campus (校园系列) sub-lines targeting infant care, mainstream households, and young adult consumers respectively.
• Kexinrou V8 Series (可心柔 V8系列) Mid-range tissue series including handkerchieves, wet-wipe compatible facial tissue, and baby-safe wet tissues. Designed as the bridge tier between premium V9 and value VS series.
• Kexinrou V5 Series (可心柔 V5系列) Bamboo fiber tissue series including roll paper, facial tissue, and soft抽 packaging. Targets the natural-fiber, eco-positioned segment.
• Kexinrou VS Series (可心柔 VS系列) Value tissue series including white and natural (unbleached) variants with flip-top packaging in 40-count and 120-count sizes, plus dishwashing paper.
• Cloud Comfort Series (云舒系列) Baby diapers and pull-up pants line in sizes NB, S, M, L, XL, XXL, and XXXL. Complements the tissue portfolio with adjacent baby care offering.
• Cloud Soft Series (云柔系列) White wood pulp tissue series in 40, 60, and 110 sheet pack options distributed primarily via mobile e-commerce channels.
• Cloud Moist Series (云润系列) Baby care line including cotton towels and baby wet wipes in 8-pack and 24-pack configurations, targeting e-commerce channels for mother and baby shoppers.
• Cloud Series (云朵系列) Feminine hygiene products including overnight sanitary napkins, daily sanitary napkins, mini invisible pads, and breathable sleep pants.
• Kexinrou Shaka Campus Series (可心柔 傻咖系列) Campus-targeted tissue series launched in 2018 featuring six IP characters representing different university demographic groups. Focuses on personalization and identity expression for the young adult segment.
• CoRou V9润+ Antibacterial Series Antibacterial tissue series using organic physical broad-spectrum antibacterial technology with natural multi-plant compounded antibacterial ingredients. Built on the CoRou V9 moisturizing tissue platform and extended into health-conscious use cases.
• OEM/ODM Moisturizing Tissue Manufacturing White-label and contract manufacturing of premium moisturizing tissue for leading industry enterprises that lack in-house R&D capability. Approximately 40% of moisturizing tissue production capacity is allocated to OEM partnerships with industry leaders.

Quantifiable outcome

• Moisturizing tissue sales exceeded 100 million yuan in 2017
• +4 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• JD.com (京东)coreGTM or Marketing Partner · 9 September 2019Strategic cooperation agreement signed at the 2019 可心柔 9.9 Brand Festival. JD.com serves as major online sales platform for the group's products. Partnership aims to leverage JD's logistics and consumer reach for accelerated growth of the 可心柔 brand.
• China Post Youle Gou (中国邮政邮乐购)coreChannel Partner/ Reseller/ Distributor · 9 September 2018Strategic cooperation agreement signed at the inaugural 2018 9.9 Brand Festival. Youle Gou provides nationwide distribution network through the postal system, enabling penetration into lower-tier cities and towns. Partnership creates new traffic entry points linking products directly to consumers.
• Shanghai University of Electric Power (上海电力大学)minorStrategic or Co-development Partner · 9 September 2018School-enterprise cooperation and talent joint planning agreement signed at 2018 9.9 Brand Festival. Partnership focuses on talent recruitment, internship programs, and collaborative workforce development.
• Tmall (天猫)coreChannel Partner/ Reseller/ DistributorMajor e-commerce platform partner listed in the partners section. One of the primary online sales channels for 可心柔 and CoRou products alongside JD.com, Taobao, and Pinduoduo.
• Taobao (淘宝)coreChannel Partner/ Reseller/ DistributorListed as online e-commerce platform partner for product sales. Part of the multi-platform e-commerce strategy.
• Pinduoduo (拼多多)coreChannel Partner/ Reseller/ DistributorListed as online e-commerce platform partner. Social commerce channel complementing Tmall and JD platforms.
• Miaoya (蜜芽)minorChannel Partner/ Reseller/ DistributorMother and baby products e-commerce platform listed as a sales channel partner. Specializes in maternal and infant products matching the company's primary target segment.
• OEM/ODM Partners (unnamed leading industry enterprises)coreOEM/ Whitelabel/ Licensing Partner40% of moisturizing tissue production capacity dedicated to OEM partnerships with leading enterprises in the tissue paper and hygiene products industry. Company serves as manufacturer of white-label moisturizing tissue products for industry leaders who lack in-house R&D capability.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Procter & Gamble (China): Multinational CPG incumbent with strong China presence in tissue, baby care, and feminine hygiene (Pampers, Always, Whisper brands). Competes with Suzhou Lanyu on baby care, feminine hygiene, and premium household tissue.
• Kao Corporation (花王): Japanese CPG major active in China across baby diapers (Merries/妙而舒), feminine hygiene (Laurier/乐而雅), and household products. Competes with Suzhou Lanyu in premium mother-and-baby SKUs and personal hygiene.
• Unicharm China (尤妮佳): Japanese hygiene leader (Mamy Poko, Lifree, Silcot) with established China operations in baby diapers, feminine care, and wet wipes. Direct overlap with Suzhou Lanyu's Cloud Comfort diaper and Cloud Moist wipe lines.
• Kimberly-Clark (China): Global tissue and personal care major (Kleenex, Huggies, Kotex) operating in China across facial tissue, baby care, and feminine hygiene. Competes with Suzhou Lanyu in premium facial tissue (Kleenex) and baby wipes/diapers (Huggies).
• Gold Hongye Paper (under APP/Sinar Mas): Chinese affiliate of Asia Pulp & Paper / Sinar Mas and one of the largest tissue producers in China (Tempo, Vinda-co-owned brands). Vertically integrated pulp-to-tissue at massive scale; competes broadly with Suzhou Lanyu in standard and premium tissue.

Direct peers

• Hengan International: Hong Kong-listed Chinese household paper and personal hygiene leader (Hearttex/心相印 tissue, Anerle/安儿乐 diapers, Whisper/七度空间 sanitary). Directly comparable in product portfolio, channel mix, and category breadth across tissue, baby care, and feminine hygiene.
• Vinda International Holdings: Largest Hong Kong-listed tissue paper company in Greater China (Tork, Vinda, Libresse, Libero brands) and the originator of the marketing director Suzhou Lanyu hired. Direct competitor in premium facial tissue, toilet paper, and adjacent hygiene categories, with much larger scale and broader geographic reach.
• C&S Paper Co., Ltd. Shenzhen-listed (002511.SZ) China-based tissue paper manufacturer (Jierou/洁柔 brand). Closest direct competitor on facial tissue positioning and premium-brand-led growth, with similar e-commerce and distributor-heavy GTM.

Emerging players

• Daddybaby (爹地宝贝): Fujian-based Chinese baby diaper and care brand listed on the NEEQ. Comparable as a regional/domestic emerging player in baby hygiene that has scaled on e-commerce platforms similar to Suzhou Lanyu's mobile channel strategy.
• Babo (巴布豆): Chinese maternal-and-baby products brand with a tissue and hygiene portfolio sold through baby specialty stores and e-commerce. Overlaps with Suzhou Lanyu's mother/baby channel focus and product mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/caseygroupinc
• Facebookfacebook.com/100065087667185
• LinkedInlinkedin.com/company/casey-group-inc-

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Casey Group