Haoxiangni Jujube Industry

What Haoxiangni Jujube Industry does

Haoxiangni Jujube Industry (好想你健康食品股份有限公司) is China's leading branded jujube company, founded in 1992 by Shi Jubin in Xinzheng, Henan Province, and listed on the Shenzhen Stock Exchange SME Board (stock code 002582) on January 11, 2011, becoming the first publicly listed jujube company in China. The company specializes in jujube products organized across a three-tier portfolio: 极品 (Premium gift-tier, e.g., Golden Zaoboshi, Black Gold Jujube), 精品 (Fine-tier, e.g., Huangdi Yujiang, Embrace You, 1618 Health Gift), and 满分品 (Value-tier daily health snacks, e.g., Hong Xiao Pai steamed jujube-walnut bar, Qing Fei Fei freeze-dried silver fungus soup, Jujube Eight Treasure Tea, peeled/pitted Safe Jujube). Its production backbone is a proprietary FD (Freeze-Drying) platform — 4 billion RMB invested across 18 production lines, described as Asia's largest fully integrated freeze-drying facility — supplemented by ice-temperature preservation, physical de-skinning/de-seeding (80%+ peel removal), and low-GI bio-fermentation technologies. The company holds 21 invention patents, 46 utility model patents, 11 design patents, and 1,473 trademarks, and is the sole drafter of three national standards (免洗红枣 GB/T26150-2019, 灰枣 GB/T40634-2021, 骏枣 GB/T40492-2021) and one industry standard (枣粉).

Revenue is generated primarily through B2C product sales across multiple channels: 435+ proprietary specialty stores operated under an "八统一" (eight-unified) management standard, owned e-commerce (haoxiangni.cn, Tmall flagship, JD.com flagship, WeChat mini-store), modern retail partnerships (Sam's Club, Yonghui, Pang Dong Lai, 零食很忙 group), B2B corporate gifting and institutional bulk sales, and international exports to 35+ countries via distributor partnerships and aviation catering (Xiamen Air). The primary customer segments are health-conscious urban consumers (particularly white-collar workers and women), premium gifting buyers for festivals and business occasions, young urban snackers reached through livestream e-commerce, and overseas Chinese/international buyers. The company also controls upstream supply through wholly-owned Xinjiang subsidiaries (e.g., 新疆唱响的果食品) and integrated jujube planting bases spanning over 600万亩 in southern Xinjiang, with cumulative Xinjiang procurement exceeding 6 billion RMB. 2024 Q3 cumulative revenue was 1.177 billion RMB (+7.9% YoY), and the brand was valued at 23.767 billion RMB on the 2026 China 500 Most Valuable Brands list.

Name

Haoxiangni Jujube Industry

Legal name

好想你健康食品股份有限公司

Website

https://haoxiangni.cn

Company type

Public

Founded year

1992

Operating status

Operating

Headcount range

1–10 employees

Short description

Haoxiangni (好想你) is China's leading branded jujube company, founded 1992 and listed on Shenzhen Stock Exchange (002582). It produces premium, mid-tier, and health-snack jujube products via proprietary FD freeze-drying, distributed through 435+ specialty stores, e-commerce, and modern retail in 35+ countries.

Ownership category

akta.pro rank

Product category

Jujube & Health Foods

NAICS

All Other Specialty Food Retailers (445298)

SIC

Canned, Fruits, Veg, Preserves, Jams & Jellies (2033), Food And Kindred Products (2000)

akta.pro primary industry

Fruit Snacks & Dried Fruit (CRADABAJ)

akta.pro secondary industries

Jams, Jellies, Preserves & Marmalades Manufacturing (AFAKACAJ), Nonfood Grocery & HBC Wholesale (Paper, Cleaning, Personal Care) (AFAIABAL)

Keywords

• Premium jujube products
• Freeze-dried fruit snacks
• Dried jujube gift boxes
• Healthy food manufacturing
• Chinese red date products

Headquarters

HQ city

Zhengzhou

HQ country

China

HQ region

Asia

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales (B2C Retail): 好想你 generates the majority of revenue from direct-to-consumer product sales through its network of 435 proprietary specialty stores, e-commerce platforms (own website, Tmall flagship, WeChat store), and supermarket retail channels. Products are sold at per-unit prices across three tiers (极品, 精品, 满分品), ranging from premium gift boxes (枣博士 at hundreds of yuan) to everyday healthy snacks (红小派, 芝麻丸). This is the primary revenue stream.
2. B2B / Corporate Gifting & Wholesale: Revenue from bulk/corporate sales to business customers (礼品团购), institutional buyers, and wholesale to retail chains. The company maintains dedicated sales hotlines and corporate account management.
3. Export / International Sales: Revenue from international export to markets including the US, Canada, Australia, UK, Netherlands, Italy, Singapore, Malaysia, and New Zealand, through distributor partnerships and overseas retail channels.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels10 records

Core offering

Haoxiangni Jujube Industry specializes in the R&D, production, and sale of jujube (Chinese red date)-based health foods, including dried jujubes, FD freeze-dried jujube products, jujube gift boxes, and a broader snack and gift-food portfolio built around the jujube ingredient. The company operates 435+ branded specialty stores across China and sells through major e-commerce platforms (Tmall, JD.com, WeChat, own site), with exports to nine overseas markets including the United States, Canada, Australia, the United Kingdom, the Netherlands, Italy, Singapore, Malaysia, and New Zealand.

Product overview

Haoxiangni Jujube Industry (好想你健康食品股份有限公司) operates as a three-tier product portfolio spanning premium gift jujube (极品), quality products (精品), and full-score health foods (满分品). The core offering centers on washed and pitted red dates (免洗红枣) for which the company set the national standard (GB/T26150-2019), complemented by innovative derivatives including the steamed jujube-walnut Hong Xiao Pai bar, low-GI Black Gold Jujube, freeze-dried Qing Fei Fei silver fungus soup, jujube eight-treasure tea, and the peeled & pitted Safe Jujube. Products are positioned across three tiers: the ultra-premium 金牌枣博士 and 黑金枣 (极品/顶级), cultural gift products like 黄帝御枣, 拥抱您, 1618, and 998特级健康情 (精品/高端礼品), and accessible health foods including 红小派, 清菲菲, 粥面汤粉, 黑金枣芝麻丸, and 安心枣 (满分品/大众健康). The company also offers seasonal innovations like the 古方红月饼 and sub-brand products under 想你好. The portfolio spans from raw washed jujube to deeply processed functional and freeze-dried health foods, covering gifting, daily snacking, nutritional meal replacement, and wellness use cases.

Differentiator

Problem solved

Functional benefit

Brands

• 枣博士: 高端红枣品牌，万里挑一的'枣中状元'产品线
• 健康情
• 拥抱您
• 红小派
• 清菲菲
• 黑金枣
• 安心枣
• 红枣八宝茶
• 想你好
• 黄帝御枣
• 贡枣
• 豆菲菲
• 燕菲菲
• 维C枣
• 小冻粮

Products and services

• Dried Jujube Products

Quantifiable outcome

• 黑金枣 achieved 80%+ sucrose reduction vs. raw material and obtained low-GI food certification
• +5 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• 鸣鸣很忙集团 (零食很忙 & 赵一鸣)coreChannel Partner/ Reseller/ Distributor · 3 September 2024好想你 participated alongside 盐津铺子控股 in a joint 10.5亿元 investment in 鸣鸣很忙集团, the operator of 零食很忙 and 赵一鸣 snack store chains. The partnership enables 好想你 products to be distributed through thousands of 鸣鸣很忙 convenience snack stores nationwide. Products including 红小派 have been featured in special livestream events on the platform.
• 淘工厂 (Taobao Factory / Alibaba)coreGTM or Marketing Partner · 3 September 2024好想你 signed strategic cooperation with 淘工厂 (Alibaba's factory-store platform) at the 2024 红枣丰收季. The partnership enables 好想你 to leverage Alibaba's e-commerce ecosystem to broaden sales channels and enhance brand reach, particularly in lower-tier markets.
• 新加坡味驰品食集团coreChannel Partner/ Reseller/ Distributor · 3 September 2024好想你 signed international distribution partnership with 新加坡味驰品食集团 at the 2024 红枣丰收季, expanding 好想你 products into the Singapore market. This partnership supports the company's international expansion strategy and '出海' (going global) objectives.
• 厦航空厨 (Xiamen Air Aviation Catering)coreChannel Partner/ Reseller/ Distributor · 3 September 2024好想你 signed partnership with 厦航空厨 at the 2024 红枣丰收季 to supply jujube products for Xiamen Air's aviation catering service. This opens the premium aviation food market for 好想你, enhancing brand visibility among business travelers and international passengers.
• 京东超市 (JD.com)coreStrategic or Co-development Partner · 26 March 2024好想你 and 京东超市 established a '健康食品产业联盟' (Health Food Industry Alliance) to jointly protect consumer health and expand distribution. The partnership involves joint product development, supply chain optimization, and co-marketing around agricultural specialty products from Xinjiang and other premium origins.
• 中国农民丰收节 / 京东农特节minorGTM or Marketing Partner · 20 September 2023好想你 co-hosted the 中国农民丰收节新郑分会场 with 京东 (JD.com) for the joint agricultural product festival, promoting premium jujube products through JD's agricultural specialty platform. Part of the company's ongoing cooperation with JD.com for online sales and promotional events.
• 中国工程院院士陈坚 / 江南大学coreTechnology or Integration好想你 partnered with Academician Chen Jian (former President of Jiangnan University) to establish the industry's first 院士工作站 (Academician Workstation) at 好想你. The partnership focuses on advancing jujube food science, freeze-drying technology, and functional food R&D. Jiangnan University is China's leading food science university.

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Be & Cheery (百草味): Premium Chinese dried-fruit and nut snack brand, now part of the Baidu/百事 ecosystem. Direct competitor in the online-first, premium dried-fruit/snack giftable category.
• Qiaqia Food (洽洽食品): China's leading branded sunflower seed and nut snack company, listed on Shenzhen Stock Exchange. Comparable in branded CPG snack manufacturing, modern retail distribution, and gift/snack category positioning adjacent to dried-fruit/jujube.
• Laiyifen (来伊份): Specialty snack chain with strong proprietary store footprint across China, focused on premium Chinese snacks including dried fruit and healthy products. Closely comparable specialty-retail operating model and consumer demographic.
• Juewei Food (绝味食品): China's largest branded braised-food chain operator with proprietary retail stores and packaged snacks. Comparable specialty-store model, branded packaged food positioning, and listed-company consumer-brand structure.
• Zhenxin Food (真心食品): Leading Chinese dried-fruit and nut snack brand (瓜子/坚果) with mass-market distribution. Comparable in dried-fruit/snack branded CPG, modern retail penetration, and gift-channel exposure.
• Bestore (良品铺子): Premium Chinese snack retailer and brand with broad assortment including dried fruit, nuts, and giftable healthy snacks. Comparable omnichannel model (flagship stores + e-commerce + modern retail) and premium ASP strategy.
• Three Squirrels (三只松鼠): Leading Chinese premium snack brand with a heavy e-commerce and modern-retail focus, overlapping with Haoxiangni in dried fruit, nuts, and giftable snack SKUs. Comparable in brand-led, mass-market premium positioning and listing on the Shenzhen Stock Exchange.
• Zhou Hei Ya (周黑鸭): Branded packaged food leader in China (marinated duck snacks), listed in Hong Kong. Comparable in single-category brand dominance, proprietary retail + e-commerce distribution, premium positioning, and category-standard-setting approach.
• Liuliumei (溜溜梅): China's leading branded preserved plum (梅子) snack company with a similar premium dried-fruit positioning and strong modern retail presence. Most direct comparable in the branded Chinese preserved/dried fruit snack category.

Broad incumbents

• Tongrentang (同仁堂): Iconic Chinese traditional medicine and health-products company with deep cultural heritage and 药食同源 positioning. Comparable to Haoxiangni in cultural-credential branding, health-functional positioning, and giftable premium SKUs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/haoxiangni-jujube-co-ltd-

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries5 records

Funding overview

Funding rounds1 record

Investors1 record

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

M&A1 record

Investments1 record

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

Frequently asked questions about Haoxiangni Jujube Industry