On January 28, 2022, Jinmailang, a leading company in the Chinese food and beverage industry, announced the completion of a six-billion-yuan financing round, with investment coming from Harvest Capital, a top player in the Chinese consumer industry.

Jinmailang is one of the few industry giants in China that spans both the food and beverage sectors, with a revenue scale exceeding 20 billion yuan, poised to become the "Nestlé" and "Kraft" of China. In its twenty-eight years of existence, the company has experienced rapid growth in scale and comprehensive strength. It has risen at an astonishing speed in the instant noodles and beverage sectors, creating a miraculous phenomenon in the rapid growth of Chinese food enterprises, praised by the industry as the "Jinmailang phenomenon." Jinmailang is committed to being the best product-oriented company, reshaping the industry landscape with the power of innovation, keenly identifying market demands. From large-volume one-bucket-and-a-half series and ready-to-drink products to the "ramen-style" zero-fry healthy noodle series, it has created multiple industry-star products.

Harvest Capital is hailed as the "most down-to-earth" investment institution, consistently adhering to the value investment philosophy and focusing on the large consumption and modern service sectors. It is one of the few investment funds in China with industrial investment capabilities, treating investments as actual industries and dedicated to value creation. With a cumulative managed capital exceeding 25 billion yuan, Harvest Capital has, over its 15-year existence, built a national brand ecosystem covering various aspects of the daily lives of ordinary Chinese consumers, tapping into "80% of consumers' 80% needs." Represented by successful ventures like Dongpeng Beverage, Aimer Share, Baby Food, Wenheyou, Qiaqia Food, Jiawang Soy Sauce, Laiyifen, Juranzhijia, Laoxiangji, Xiaoguancha, Meituan Dianping, among others. The recent investment in Jinmailang is a true reflection of Harvest's philosophy to "support Chinese consumption, empower national brands, enter the human world, and empower people's lives."

Prior to the official collaboration, the two parties had been in contact for five years, intensifying their business interactions in the past year. Explaining the reasons for the final collaboration, Harvest Capital's Founding Partner, Mr. Song Xiangqian, stated, "The next 20 to 30 years will be the super era of China's consumer rise, as well as the era of the rise of super brands and super companies in China. We are optimistic about Jinmailang's powerful infrastructure for benefiting people's livelihood. The company has completed the nationwide layout of food and beverage production capacity, with a deep distribution network of over 2.3 million terminal points. Brands such as Jinmailang, Liangbaikai, and Ramen Fan have gradually grown into China's national mind-share brands. China is no longer in the era of 'big water and big fish' but is rapidly entering the era of Drucker-style management, emphasizing precision and refinement. Jinmailang's strong consumer infrastructure lays a solid foundation for the company to ascend to a super brand and super company in the Chinese consumer field in the next stage."

With the advent of the digital marketing era, Jinmailang is transforming from a traditional fast-moving consumer goods company into a fast-moving consumer goods digital technology company. From research and development, production to marketing, digitalization has become a new driving force for Jinmailang's growth. Leveraging high-tech production lines and automated production processes, Jinmailang achieves cost reduction, efficiency improvement, and strict quality control through intelligent production. With the support of an intelligent marketing management platform, Jinmailang achieves organic integration of personnel, vehicles, terminal machines, and regions, and fine-grained management of channels. With the help of terminal "one product, one code," Jinmailang connects BC integration operations, restructuring the "people, goods, and scenes" ecosystem digitally. Through the upgrading of brand marketing and e-commerce, Jinmailang achieves a comprehensive flow layout for brands in the new consumption era, completing an omnichannel marketing model that integrates offline and online.

Harvest Capital believes that any product or brand that can coexist with the fate of humanity and become a part of people's lifestyles must be able to create consumer benefits and enhance consumer preferences. A company guided by values, in the long run, must be capable of continuous improvement and providing consumer benefits to the market. Jinmailang is a company that incorporates creating consumer welfare into its corporate DNA. Mr. Fan Xianguo, the founder, has a strong sense of patriotism and has written "contribute to the industry, benefit society" into the company's culture, defining the company's mission as "altruistically benefiting consumers." In the era of common prosperity, Jinmailang will continue to expand and strengthen its infrastructure capabilities for the benefit of the people, bringing tangible consumer benefits to the public.

Song Xiangqian, Founding Partner of Harvest Capital, pointed out that today's collaboration is the beginning of a "chemical reaction" between the two parties. As a strategic partner of Jinmailang, Harvest Capital will continue to focus on innovation in products, technology, and business models. On one hand, it will help the company explore paths to cost leadership under high gross margins, achieving efficiency and supporting the value growth of the enterprise. On the other hand, it will contribute new perspectives and methodologies on the journey of the company to become a structurally advantageous brand with people's dividends. We have high expectations for Jinmailang's future!