Longrich

What Longrich does

Longrich is a vertically integrated Chinese consumer goods company founded in 1986 and headquartered in Changshu (Suzhou), China. The company manufactures and sells cosmetics, personal care products, health supplements, and household goods through a multi-brand portfolio that includes the core Longrich (隆力奇) brand plus sub-brands such as Guomujimi (果木肌密) for skincare, Yacan (雅璨) for color cosmetics, Baohe Tang (保和堂) for cordyceps-based health supplements, and Jingzhi Shenghuo (精致生活) for wellness appliances. The company traces its heritage to snake oil-based products and has accumulated proprietary expertise in snake oil extraction, snake skin collagen, and cordyceps militaris processing, supported by 59 national invention patent applications and 36 granted patents.

The company operates a substantial R&D and manufacturing infrastructure: eight global R&D institutions (located in China at Tsinghua University, Jiangnan University, and Changshu, plus international facilities in Long Island NY, Kobe, and La Rochelle), five production bases including a Changshu headquarters of approximately 3,000 mu and a new Nigeria factory in the Lagos Free Trade Zone, and an Industry 4.0 pilot smart factory. Longrich's proprietary industrial internet platform 'Qi Cloud Brain' (奇云大脑), launched in 2019, claims to be the first general-purpose industrial internet platform for the daily chemical industry, with over 260 million IoT identifier registrations reported by 2021.

Longrich generates revenue through four streams: (1) branded consumer products sold directly to mass-market consumers in China and internationally; (2) a new retail / direct selling network organized into dedicated China and International divisions, supported by its own Business School (商学院) for distributor training; (3) OEM/ODM manufacturing services for over 100 international first- and second-tier daily chemical brands; and (4) e-commerce through its proprietary B2C platform Juhao.com (聚好网) and Tmall flagship store, plus a Guangzhou livestreaming base established in 2020. Products are sold in over 60 countries with trademark registrations in 138 countries. The company is privately held by founder and Chairman Xu Zhiwei; its e-commerce subsidiary Juhao Global Limited is publicly traded on NASDAQ under ticker JWEL following a 2021 listing. Customers include both end consumers and major brand partners such as Coty/Adidas, Galderma/Cetaphil, and GSK (which awarded Longrich 'Supplier of the Year 2014'). The company also holds peripheral non-core businesses in real estate, microfinance, logistics, and wood products.

Name

Longrich

Legal name

江苏隆力奇生物科技股份有限公司

Website

https://longrich.com

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Longrich is a Chinese consumer goods company founded in 1986 that manufactures cosmetics, personal care, and health supplements through its own brands and OEM services, selling in over 60 countries via direct sales, e-commerce, and retail distribution.

Ownership category

akta.pro rank

Product category

Personal Care and Cosmetics Manufacturing

NAICS

Soap and Cleaning Compound Manufacturing (32561), Soap and Other Detergent Manufacturing (325611)

SIC

Wholesale-Drugs, Proprietaries & Druggists' Sundries (5122), Miscellaneous Chemical Products (2890)

akta.pro primary industry

Fragrance & Deodorant Distribution (CRAOAEAF)

akta.pro secondary industries

OTC Medicines & Consumer Health Products Distribution (CRAOAHAB), Personal Care Electronics (Grooming, Health Tech) Distribution (CRAOACAJ)

Keywords

• Personal care products
• Cosmetics manufacturing
• Health supplements
• OEM contract manufacturing
• Direct selling network

Headquarters

HQ city

Changshu

HQ country

China

HQ region

Asia

Offices10 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Products (Daily Chemicals, Beauty, Health): Longrich manufactures and sells a broad portfolio of consumer products including snake oil creams, shampoos, cosmetics, personal care, and health supplements through multiple distribution channels. Products are sold under its own brand portfolio (Longrich, 果木肌密, LONGRICH, 雅璨, 保和堂, 精致生活, etc.) and distributed via traditional retail, new retail agents, and e-commerce platforms.
2. OEM/ODM Manufacturing Services: Longrich operates a large-scale OEM/ODM manufacturing business serving international first- and second-tier daily chemical brands. The company provides end-to-end contract manufacturing from concept to finished product, leveraging its smart factory infrastructure and industrial internet platform. Over 100 international brands engage Longrich for OEM processing.
3. E-commerce (聚好网 / 聚好商城): Longrich operates its own B2C e-commerce platform 聚好网 offering a wide range of products including beauty, food, beverages, health supplements, and household items. The platform serves as both a direct-to-consumer sales channel and a marketplace connecting suppliers with end consumers.
4. Strategic Investments (Real Estate, Finance, Logistics, Wood Products): Longrich has diversified investments across real estate development (隆盈广场), microfinance banking (泓润农村小额贷款), logistics (东源物流), and wood furniture manufacturing (东方木业). These ancillary businesses contribute to overall group revenue and are operated as separate subsidiaries.

Go-to-market motion4 records

Distribution channels6 records

Marketing channels7 records

Core offering

Longrich manufactures, markets, and distributes a multi-brand portfolio of personal care products, cosmetics, health supplements, household cleaning items, and home wellness appliances under brands including Longrich, Guomujimi, Yacan, Baohe Tang, and Jingzhi Shenghuo. The company also operates a large-scale OEM/ODM contract manufacturing business serving over 100 international daily chemical brands through its smart factory and proprietary Qi Cloud Brain industrial internet platform. Distribution spans new retail direct selling in China and internationally, e-commerce (Tmall, Juhao.com), and traditional retail.

Product overview

Longrich is a diversified consumer goods company with a multi-brand portfolio spanning personal care, cosmetics, health supplements, household cleaning, and wellness products. The company operates as a unified platform with the core Longrich brand supported by multiple sub-brands including Guomujimi (skincare), Yacan (color cosmetics), Baohe Tang (health supplements), and Jingzhi Shenghuo (home appliances). The portfolio also includes e-commerce platforms (Juhao.com, Tmall flagship store), business platforms (8-Day Cloud Store), and extensive R&D infrastructure with 8 global research institutions. The company has evolved from its snake oil heritage products to become a comprehensive daily chemical and health product manufacturer with OEM/ODM capabilities serving international first and second-tier brands.

Differentiator

Problem solved

Functional benefit

Brands

• 果木肌密: 美容护肤品牌
• 雅璨
• 保和堂
• 精致生活
• 聚好网
• 清欣
• 花清丹
• 芬迪斯
• Q宠
• 诗蓓欧
• 桃乐思

Products and services

• Longrich Main Brand Personal Care & Cosmetics Core consumer brand of Longrich covering cosmetics, snake oil-based personal care products (ointment, body lotion, shower gel), shampoos, and household cleaning products sold to mass-market consumers in China and internationally.
• Guomujimi (果木肌密) Skincare Brand Skincare sub-brand focusing on fruit and botanical ingredients for beauty and skin care products.
• Yacan (雅璨) Color Cosmetics Series Color cosmetics brand and product line launched in February 2014, developed by Longrich's US R&D Institute, covering color makeup and beauty products.
• Baohe Tang (保和堂) Health Supplements Health supplement sub-brand featuring cordyceps-based products, including cordyceps coffee and other functional nutritional foods.
• Jingzhi Shenghuo (精致生活) Home Wellness Appliances Premium household brand including health cookware such as the Seven-layer Nutrition Steamer Pot and Fruit/Vegetable Nutrition Extractor.
• Juhao.com (聚好网) E-commerce Platform Longrich's comprehensive B2C e-commerce platform offering cosmetics, food, beverages, health supplements, household products, and appliances to end consumers in China.
• OEM/ODM Manufacturing Services End-to-end OEM/ODM contract manufacturing services from concept to finished product, leveraging Longrich's smart factory, industrial internet platform, and quality certifications to serve over 100 international first- and second-tier daily chemical brands.
• Qi Cloud Brain (奇云大脑) Industrial Internet Platform Industrial internet platform supporting flexible production, precise quality control, intelligent logistics, and IoT identifier resolution; used internally to power smart manufacturing and externally as part of Longrich's OEM/ODM capability.
• Guangzhou E-commerce Livestreaming Base Physical livestreaming e-commerce base in Guangzhou supporting influencer/livestream commerce for Longrich brands and partners.
• Longrich Collagen Drink (隆力奇胶原蛋白饮品) Oral beauty supplement beverage designed to replenish skin collagen and energy.
• Longrich Vitamin C Lozenges (隆力奇维生素C含片) Dietary supplement lozenge designed to support vitamin C intake.

Quantifiable outcome

• Over 100 international brands engaged for OEM/ODM manufacturing
• +4 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

13 partnerships are on record, tiered minor, core and flagship.

• 洁士宝日化集团 (Jieshibao Daily Chemical Group)minorGTM or Marketing Partner · 5 June 2021聚好全球有限公司 (JWEL), Longrich's NASDAQ-listed e-commerce subsidiary, signed a COCOVEL蔻露薇 brand strategic cooperation agreement with Jieshibao Daily Chemical Group to jointly expand the daily chemical market.
• 中通快递 (ZTO Express)coreStrategic or Co-development Partner · 13 April 2021聚好全球 (JWEL), Longrich's NASDAQ-listed subsidiary, entered into a strategic cooperation with ZTO Express to accelerate global logistics capabilities and supply chain efficiency for the e-commerce platform's international expansion.
• 常熟理工学院 (Changshu Institute of Technology)minorStrategic or Co-development Partner · 3 September 2020Longrich and Changshu Institute of Technology held an industry-academia cooperation meeting to explore talent development and technology collaboration, building on their geographic proximity and shared interest in local economic development.
• 山东大学 (Shandong University)minorStrategic or Co-development Partner · 1 September 2020Longrich and Shandong University held a cooperation exchange meeting to explore industry-academia-research collaboration, particularly in the areas of chemistry, chemical engineering, and related technology fields.
• 用友网络科技股份有限公司 (Yonyou)coreTechnology or Integration · 30 March 2020Longrich partnered with Yonyou to build a digital management platform based on Yonyou NC Cloud. This collaboration establishes a digital management infrastructure supporting Longrich's daily chemical industry industrial internet platform ambitions.
• Coty Group (Adidas Brand)flagshipGTM or Marketing Partner · 13 June 2019Longrich signed a strategic cooperation agreement with Coty Group for the distribution of Adidas personal care products in China. The partnership was formalized in June 2019, with Longrich leveraging its extensive sales network and dealer base to distribute Adidas personal care products. A launch event was held with over 600 dealers in attendance.
• 华为技术有限公司 (Huawei)flagshipTechnology or Integration · 1 January 2019Longrich subsidiary 克劳丽化妆品有限公司 signed a strategic cooperation agreement with Huawei to collaborate on industrial internet platform development and smart manufacturing. Huawei provides technology support for Longrich's industrial internet identification resolution secondary node platform.
• Galderma / Stiefel (丝塔芙/Cetaphil)coreGTM or Marketing Partner · 1 August 2017Longrich entered into a brand cooperation and distribution authorization agreement with Galderma (Stiefel) for the Cetaphil (丝塔芙) professional skincare brand in China. The partnership was formalized in August 2017, combining Longrich's distribution capabilities with Galderma's skincare expertise.
• 果丽来 (Guolilai)minorStrategic or Co-development Partner · 1 January 2017Longrich signed a strategic cooperation agreement with American International Guolilai for the distribution of Guolilai brand products through Longrich's new retail channel in China.
• 清华大学 (Tsinghua University)coreStrategic or Co-development PartnerEstablished the Tsinghua University–Longrich Biotechnology Research Institute in November 2005. Located on the Tsinghua campus in Beijing. Research areas include biochemistry, molecular biology, peptide/protein drug development, nucleic acid vaccines, and transdermal delivery of biologics. The institute has applied for 17 national patents and published over 100 articles.
• 江南大学 (Jiangnan University)coreStrategic or Co-development PartnerEstablished the Jiangnan University–Longrich Functional Food Joint Research Institute in August 2010 on the Jiangnan University campus in Wuxi. Focuses on food and human health research and development of high-quality nutritional foods. Has received 2 national invention patents and its projects are included in the National Spark Program.
• Lina Group (France)coreStrategic or Co-development PartnerLongrich jointly established the Longrich-Lina Organic Products (France) R&D Center with France's Lina Group in La Rochelle in November 2012. The center, led by former LVMH R&D director Valerie Marcadet, develops organic and natural cosmetics, health products, and food for the Chinese market.
• 北京国际汉语研修学院minorOthersLongrich works with the Beijing International Chinese Language Studies Institute, which organizes diplomatic and cultural exchange visits to Longrich's facilities. Groups from Chad and Burkina Faso have visited Longrich through this partnership, showcasing China's private enterprise development.

Scale indicators12 records

Recent moves11 records

Expansion highlights12 records

Broad incumbents

• Procter & Gamble: Global CPG conglomerate with major personal care, beauty, and health product portfolios. Anchors Longrich's OEM/ODM business (previously a customer for GSK products) and serves as a benchmark for talent (P&G alumni lead Longrich's R&D).
• Unilever: Global CPG company with strong personal care, beauty, and home care brands. Longrich's VP R&D (Cai Heng) previously worked at Unilever, and Unilever's portfolio strategy in daily chemicals is a benchmark for Longrich's scale ambitions.
• Amorepacific (아모레퍼시픽): Korean global beauty and personal care company with major brands (Sulwhasoo, Laneige, Innisfree). Comparable to Longrich as an Asian-origin CPG beauty company with significant R&D investment, multi-brand portfolio, and expansion into Western markets.
• LVMH: Global luxury conglomerate including Dior Beauty, Givenchy cosmetics, and Sephora retail. Longrich's France R&D center is led by former LVMH R&D Director Valerie Marcadet, and the company positions its organic and natural cosmetics line similarly to luxury peers.
• Estée Lauder Companies: Global leader in prestige skincare, makeup, and fragrance. Longrich's US R&D head (Dr. Wang Tianxiang) was previously Technical Director at Estée Lauder's Global R&D Center, indicating direct talent overlap and shared approach to premium product development.

Direct peers

• Marubi (丸美): Shanghai-listed Chinese skincare and cosmetics company specializing in eye care and facial products. Directly comparable to Longrich as a Chinese cosmetics brand with similar SKU profile in skincare and personal care.
• Proya (珀莱雅): Shenzhen-listed Chinese cosmetics company focused on skincare and beauty products. Comparable to Longrich as a domestic Chinese beauty brand with multi-brand strategy, R&D investment, and growth across mass-market and emerging premium positioning.
• Yatsen Holding (逸仙电商 / Perfect Diary): NYSE-listed Chinese beauty group (Perfect Diary, Little Ondine, Galénic). Comparable to Longrich as a multi-brand Chinese cosmetics company with strong digital commerce and livestream distribution.
• Shanghai Jahwa (上海家化): Shanghai-listed Chinese consumer packaged goods company (Herborist, Maxam, Liushen brands) producing personal care, cosmetics, and household products. A direct Chinese peer to Longrich in mass-market personal care and CPG manufacturing with both owned brands and OEM/ODM capabilities.
• Botanee (贝泰妮 / Winona): Shenzhen-listed Chinese functional skincare company anchored by the Winona (薇诺娜) dermatological skincare brand. Comparable to Longrich as a Chinese skincare brand with strong R&D credentials and growing multi-brand portfolio in sensitive/functional skincare.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

Subsidiaries7 records

Funding overview

Funding rounds

Investors

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

M&A

Investments2 records

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

Frequently asked questions about Longrich