Huamei

What Huamei does

Huamei Food Co., Ltd. (东莞市华美食品有限公司) is a privately held, family-owned baked goods manufacturer founded in 1991 by Chairman Yuan Xupei in Dongguan, Guangdong Province, China. The company specializes in Cantonese-style mooncakes as its flagship category, supplemented by a year-round portfolio of biscuits, cookies, whole-grain crackers, egg rolls, waffles, soft cakes, pastries, and rice dumplings. Production is anchored by four manufacturing bases located in Dongguan (Guangdong, headquarters), Xiantao (Hubei, opened 2010), Ningbo (Zhejiang), and Baoding (Hebei, opened June 2024), collectively delivering daily mooncake capacity exceeding 3.5 million units and pastry capacity of more than 120 tons per day. Manufacturing operates under ISO9001-2015 and HACCP dual certification, with automated production lines, ERP/CRM management systems, and a digital R&D center managing the full raw-materials-to-finished-product workflow. The company's Cantonese mooncake making technique is recognized as a Guangdong Province provincial-level intangible cultural heritage, with six generations of inheritors including current President Yuan Hanzhao.

Huamei generates revenue across four primary streams: branded retail mooncakes and baked goods sold through Tmall, JD.com, and Taobao flagship stores plus physical retail; an OEM/white-label manufacturing service serving more than 200 partner brands; a B2B group purchasing (团购) channel with a VIP customer program targeting corporate gifting; and a distribution/agency network exceeding 600 clients covering China and select overseas markets. Mooncake gift boxes range from approximately ¥19.8 to ¥468 (most standard SKUs ¥88–¥268), while biscuits and snacks are priced ¥3–¥138, supporting both premium gifting and everyday snacking price points. Beyond core manufacturing, the company operates the Huamei Mooncake Dream Factory — a museum, intangible cultural heritage workstation, and factory-direct outlet in Dongguan — to extend brand engagement through cultural tourism. Distribution is sales-led, coordinated by a 300+ person national marketing team and supported by partnerships with major retailers including Walmart, Carrefour, and RT-Mart, plus dedicated B2B sales hotlines for group purchase and OEM inquiries.

The business model blends seasonal gifting concentration (Mid-Autumn Festival, Chinese New Year) with diversified year-round baked goods and OEM volume to smooth revenue cycles. Huamei holds designations including National High-Tech Enterprise (2018), Guangdong Province Enterprise Technology Center, Guangdong Provincial Engineering Research Center for Bakery Food, and was named to the first batch of Guangdong Province Time-Honored Brands (老字号) in December 2024. The 2024 strategy emphasized brand premiumization (People's Craftsman Brand Award from People's Daily Online), demographic expansion (Milk Partner sub-brand targeting younger consumers launched at SIAL Shanghai 2024), and digital experimentation (digital collectible mooncake NFT in partnership with China Academy of Fine Arts and Dajing Museum on Alipay's Whale Exploration platform). The company remains privately held with no disclosed institutional investor backing, and reports no public revenue figures.

Name

Huamei

Legal name

东莞市华美食品有限公司

Website

https://huameifood.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

251–500 employees

Short description

Huamei is a privately held Chinese baked goods manufacturer founded in 1991 in Dongguan, producing Cantonese-style mooncakes and year-round baked goods across four production bases, serving retail consumers, B2B enterprise gifting, and 200+ OEM partners.

Ownership category

akta.pro rank

Product category

Baked Goods and Confectionery Manufacturing

NAICS

Cookie and Cracker Manufacturing (311821), Retail Bakeries (311811)

SIC

Bakery Products (2050), Cookies & Crackers (2052)

akta.pro primary industry

Cookies, Biscuits & Crackers Manufacturing (AFAKAAAC)

akta.pro secondary industry

Bakery Fillings, Icings & Decorations Manufacturing (AFAKAAAH)

Keywords

• Mooncake manufacturing
• Baked goods production
• Chinese pastry bakery
• OEM confectionery services
• Private label bakery

Headquarters

HQ city

Dongguang

HQ country

China

HQ region

Asia

Offices6 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. Moonscake Sales (OEM & Retail): Huamei generates primary revenue from the production and sale of mooncakes, including both self-branded products sold through retail channels (Tmall, JD.com, supermarkets) and OEM/white-label production for other brands. Mooncake sales represent the dominant revenue stream, with daily capacity exceeding 3.5 million mooncakes.
2. Baked Goods & Snacks: Revenue from year-round biscuit, cake, and pastry products including Daily粗粮 (daily coarse grain biscuits), waffles (华夫饼), egg rolls (蛋卷), cookies (曲奇), and rice dumplings (粽子). Products are sold through retail, e-commerce, and OEM channels.
3. OEM/White-label Manufacturing: Huamei provides OEM (original equipment manufacturing) services to enterprises, producing private-label mooncakes, biscuits, and pastries. The company has over 200 OEM clients and provides complete marketing solutions alongside product supply.
4. Group Purchasing (团购): Direct B2B group purchasing channel for mooncakes and baked goods, offering bulk discounts and dedicated VIP customer service (尊享客户) with priority supply and pricing guarantees.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels10 records

Core offering

Huamei Food Co., Ltd. (东莞市华美食品有限公司) manufactures and sells mooncakes, biscuits, pastries, waffles, rice dumplings, and other baked goods under its own brand and via OEM/white-label services. Its flagship mooncake line targets Mid-Autumn Festival gifting, supplemented by year-round bakery products, sold through retail chains, e-commerce, group purchasing, and OEM partnerships across China.

Product overview

Huamei (东莞市华美食品有限公司) is a comprehensive baked goods conglomerate founded in 1991, headquartered in Dongguan, Guangdong. The company operates a multi-product portfolio centered on mooncakes (华美月饼系列) as its flagship category, supplemented by a broad range of year-round baked goods including cookies (曲奇), biscuits/whole grain crackers (每日粗粮), egg rolls (蛋卷), waffles (华夫软饼), pastries (糕点), and rice dumplings (粽子). The company also operates a sub-brand '牛奶搭档' (Milk Partner) targeting the casual baked goods market. Key product series include: mooncake gift boxes ranging from premium (华美尊贵, 八星拱月) to mid-range (祈福金秋), innovative mooncake products (榴莲流心冰皮, 拔丝流心, 流心奶黄系列), and regular biscuits and pastries. Huamei operates across the full supply chain from R&D and manufacturing (4 production bases across Guangdong, Hubei, Zhejiang, and Hebei) to terminal sales via e-commerce platforms (Tmall, JD.com, Taobao flagship stores) and B2B channels including OEM/ODM manufacturing, distribution partnerships, and group purchasing. The company also runs the Huamei Mooncake Dream Factory cultural attraction featuring a mooncake museum and non-heritage workshop.

Differentiator

Problem solved

Functional benefit

Brands

• 欧麦咖工房 (Oumaika Gongfang): Bakery chain brand launched in 2009 featuring waffle and pastry products.
• 牛奶搭档 (Milk Partner)
• 华美君 (Huamei Jun)
• 山海奇遇·莞 (Shanhai Qiyu Guan)
• 华美月饼梦工厂 (Huamei Mooncake Dream Factory)

Products and services

• Huamei Mooncake Series (华美月饼系列) Flagship mooncake product line featuring traditional and innovative flavors including lotus seed paste, durian lava, snowy crust, and pull-string lava fillings, available in various gift box configurations targeting mid-to-high-end gift-giving markets during Mid-Autumn Festival.
• Huamei New Year Gift Series (华美年货系列) Seasonal gift product line for Chinese New Year featuring curated combinations of biscuits, cookies, egg rolls, and pastries in decorative gift packaging.
• Zongzi / Rice Dumpling Series (粽子系列) Glutinous rice dumpling series including black glutinous rice varieties with various fillings such as black pork egg yolk, black bean paste, mushroom chicken, and taro lava fillings, available in jar and gift box formats.
• Waffle Soft Cake Series (华夫软饼) Soft waffle product line manufactured on imported European automated waffle production lines, branded under the Oumaika Gongfang (欧麦咖工坊) bakery chain launched in 2009.
• Pastry Series (糕点系列) Pastry product line including pull-string cakes, castella cakes, egg yolk pastries (蛋黄酥), and other baked goods.
• Daily Whole Grain Series (每日粗粮) Daily whole grain biscuit and cracker product line featuring various flavors including plain, vegetable, sesame, milk, and monkey head mushroom varieties, positioned as healthy daily snack options.
• Milk Partner Sub-brand (牛奶搭档) Casual baked goods sub-brand targeting young consumers, offering waffles, cakes, biscuits, and cookie product lines with new ingredients and manufacturing processes.
• OEM Manufacturing Service (代工服务) OEM/ODM manufacturing services for baked goods including mooncakes, cookies, egg rolls, and pastries. Serves over 200 OEM private-label clients with daily mooncake capacity exceeding 3.5 million pieces and pastry capacity over 120 tons, supported by 168 professional R&D personnel.
• Group Purchase Service (团购服务) B2B group purchase service for bulk mooncake and food product orders. Offers a '尊享' (VIP) customer program with priority supply, price guarantees, and after-sales support for enterprise customers.
• Huamei Mooncake Dream Factory (华美月饼梦工厂) Cultural and tourism attraction in Dongguan featuring a mooncake museum, non-heritage workshop, R&D center, testing center, reading station, and DIY baking room. Positioned as Dongguan's first non-heritage themed pavilion and public cultural space (Shanhai Qiyu Guan).

Quantifiable outcome

• Daily mooncake production capacity of 3.5 million+ units,糕饼 capacity 120+ tons/day
• +3 more outcomes

Named customers4 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

Seven partnerships are on record, tiered minor and core.

• 中国美术学院国潮艺术研究院 (China Academy of Fine Arts National Tide Art Research Institute)minorStrategic or Co-development Partner · 1 January 2024Collaboration to design the digital collectible mooncake '华美·大鲸·鲸喜月饼' featuring traditional cultural elements and national trend (国潮) aesthetics. The partnership combined traditional mooncake culture with modern digital art.
• 大鲸博物馆 (Dajing Museum)minorStrategic or Co-development Partner · 1 January 2024Partnership to launch digital collectible mooncake NFTs on Alipay's 鲸探 platform. The Dajing Museum provided its iconic panda character for the digital mooncake design, merging cultural heritage with digital technology.
• 湖南卫视/芒果TV (Hunan TV / Mango TV)minorGTM or Marketing Partner · 1 January 2024Huamei partnered with Hunan TV's 'Flower Blooming' (花儿绽放) variety show to promote Mid-Autumn Festival culture and Huamei mooncake products through an integrated cultural and product placement campaign.
• 人民网 (People's Daily Online)minorGTM or Marketing Partner · 1 January 2024People's Daily Online featured Huamei in multiple editorial pieces as a 'Mid-Autumn Culture Guardian' and awarded Huamei the 'People's Craftsman Brand Award'. The partnership involved a documentary-style interview with Huamei President 袁瀚钊.
• 艾媒咨询 (iiMedia Research)minorGTM or Marketing Partner · 1 January 2024At the 2024 Mid-Autumn Mooncake Marketing Summit, Huamei partnered with iiMedia Research to present consumer trend insights for China's mooncake market in 2024, providing data-driven market intelligence to distributors.
• 中国焙烤食品糖制品工业协会 (China Bakery and Confectionery Industry Association)coreStrategic or Co-development Partner · 1 January 2024The Association's chairman 张九魁 attended the opening of Huamei's Hebei Industrial Park. Huamei actively participates in the association's activities and is recognized as a leading enterprise in the industry.
• 中国邮政 (China Post)minorStrategic or Co-development Partner · 1 January 2002In 2002, Huamei became the first enterprise to form a new strategic cooperation model with China Post, leveraging postal logistics and distribution networks for product delivery.

Scale indicators7 records

Recent moves12 records

Expansion highlights6 records

Direct peers

• Daliyuan (达利食品): Fujian/Henan-based, Hong Kong-listed Chinese snack and bakery conglomerate producing biscuits, pastries, and bakery products at scale. Comparable to Huamei in mass-market baked-goods manufacturing, OEM/brand portfolio, and Chinese-wide distribution footprint.
• Meiji (China): Japanese confectionery multinational's China operations, with significant mooncake and chocolate-covered cookie presence. Comparable to Huamei as a foreign-affiliated competitor in the premium Chinese mooncake and confectionery segment.
• Guangzhou Restaurant Group (广州酒家): Guangzhou-based, publicly listed Cantonese restaurant and food manufacturer with a major mooncake and ready-to-eat pastry business. Closely comparable to Huamei in Cantonese mooncake heritage, southern China origin, and year-round baked-goods portfolio.
• Panpan Foods (盼盼食品): Fujian-based Chinese manufacturer of biscuits, breads, waffles, and baked snacks with nationwide distribution. Comparable to Huamei in its year-round baked-goods manufacturing scale, OEM capabilities, and reliance on Chinese retail and e-commerce channels.
• Maxim's Caterers (美心): Hong Kong-listed foodservice and bakery group with a flagship mooncake (Maxim's Mooncakes/美心月饼) business. Comparable to Huamei as a premium Cantonese-style mooncake manufacturer with strong brand recognition across Greater China and Asian export markets.
• Dao Xiang Cun (稻香村): Suzhou-based heritage mooncake and traditional Chinese pastry brand with nationwide retail presence. Directly comparable to Huamei as one of China's leading traditional mooncake/baked goods manufacturers competing in the same festival gifting and retail channels.

Broad incumbents

• Want Want China Holdings: Hong Kong-listed, Taiwan-founded Chinese snack and dairy giant. Comparable to Huamei as a broader-incumbent Chinese snack/baked goods manufacturer with significant scale and brand-building across multiple categories, though not specialized in mooncakes.
• Mondelez China (奥利奥/OREO): Global confectionery/biscuit incumbent operating in China through brands such as Oreo, Cadbury, and Trident. Comparable to Huamei as a large-scale baked-goods/biscuit competitor in Chinese retail channels, though focused on global brands rather than Chinese heritage categories.

Emerging players

• Three Squirrels (三只松鼠): Anhui-based, publicly listed Chinese snack e-commerce-first brand with significant OEM manufacturing partnerships. Comparable to Huamei in the China snack/baked-goods market and OEM sourcing model, though it differentiates as a digital-native retailer rather than a manufacturer.
• Bestore (良品铺子): Wuhan-based, publicly listed Chinese premium snack retailer with significant outsourced and branded manufacturing. Comparable to Huamei through its reliance on co-manufacturing and consumer-brand focus, though it competes more as a retailer/brand than a primary manufacturer.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks4 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/profile.php

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Huamei