On January 28, 2022, Jinmailang, a leading enterprise in China's food and beverage industry, announced completion of RMB 600 million in financing, with Harvest Capital, a top-tier institution in China's consumer sector, as the investor.

Jinmailang is one of the few industry giant enterprises in China spanning two major tracks—food and beverages—with revenue exceeding RMB 20 billion, poised to become China's version of "Nestlé" and "Kraft." Since its establishment twenty-eight years ago, the enterprise's scale and comprehensive strength have developed rapidly, rising at an astonishing speed in the noodles and beverages sectors, creating a miracle of rapid enterprise growth in China's food industry, praised by the industry as the "Jinmailang phenomenon." Jinmailang is committed to becoming the company best at making products, reshaping industry patterns with innovative power, keenly discovering market demands. From the large-portion One and a Half Bucket series and Cool Boiled Water to "Lamian Fan" zero deep-frying healthy noodle series, it has shaped multiple star industry products.

Harvest Capital, praised as "the investment institution most infused with everyday life," consistently adheres to value investment philosophy, focusing on grand consumption and modern service industries. It is one of the few value-creation funds in China with industrial investment capabilities that treats investment like real business, with cumulative assets under management exceeding RMB 25 billion. Since its establishment 15 years ago, Harvest Capital has created a national brand ecosystem covering all aspects of ordinary Chinese consumers' lives, tapping into "80% of the needs of 80% of consumers." Eastroc Beverage, Aimer, Babi Food, Wen He You, Qiaqia Food, Jiajia , Laiyifen, Easyhome, Laoxiangji, XIAO GUAN TEA, and Meituan are all representative works of Harvest Capital. This investment in Jinmailang is a genuine reflection of Harvest Capital's philosophy of "supporting Chinese consumption, empowering domestic brands, embracing everyday life, and empowering people's livelihoods."

Jinmailang Noodle Products Family Portrait

Before this official partnership, both parties had been in contact for five years, with deep business-level interactions especially over the past year. Regarding the reasons for the ultimate partnership, Alan Song, Founding Partner of Harvest Capital, said: "The next 20 to 30 years will be a super era of rising Chinese consumption and the era of rising Chinese super brands and super companies. We are optimistic about Jinmailang's powerful livelihood-oriented altruistic infrastructure capabilities. The company has completed food and beverage capacity deployment nationwide, possessing a deep distribution network of over 2.3 million terminal outlets. Brands like Jinmailang, Cool Boiled Water, and Lamian Fan are gradually growing into Chinese national mindshare brands. China is no longer in the era of 'big water, big fish' but rapidly entering an era of 'intensive cultivation' and Drucker-style management science. Jinmailang's powerful consumer infrastructure capabilities have laid a solid foundation for the company's next phase of leaping to become a super brand and super company in China's consumer sector."

With the arrival of the digital marketing era, Jinmailang is transforming from a traditional FMCG company to a digitalized FMCG technology company. From R&D and production to marketing, digital upgrading has become Jinmailang's new growth engine power. Relying on high-tech production lines and automated production processes, Jinmailang uses intelligent production to achieve cost reduction, efficiency improvement, and strict quality control. Relying on intelligent marketing management platforms, Jinmailang achieves organic unity of personnel, vehicles, terminal machines, and regions, and refined management of channels. Relying on terminal "one product one code," it connects B2C integrated operations, using digitalization to reconstruct the "people, products, places" ecosystem. Through upgrades in brand marketing and e-commerce, it has achieved full-domain traffic layout for brands in the new consumption era, completing an omnichannel marketing model connecting offline and online.

Jinmailang Beverage Products Family Portrait

Harvest Capital believes that all products and brands that can coexist with the shared human destiny and become part of people's lifestyles must be able to create consumer welfare and enhance consumption propensity for consumers. A company guided by values will, in the long term, certainly be able to improve and provide consumer welfare to the market. Jinmailang is precisely a company that integrates creating consumer welfare into its enterprise DNA. Founder Mr. Fan Xianguo has strong patriotic sentiments, writing "industrial prosperity for the country, benefiting society" into corporate culture and defining the company's mission as "altruistically benefiting consumers." Against the backdrop of the common prosperity era, Jinmailang will continuously strengthen its livelihood-oriented altruistic infrastructure capabilities, continuously bringing tangible consumer welfare to ordinary people.

Alan Song, Founding Partner of Harvest Capital, pointed out: Today's partnership will be the beginning of a "chemical reaction" between both parties. As Jinmailang's business partner, Harvest Capital will continuously focus on innovation in products, technology, models, and other aspects. On one hand, helping the company explore the total cost leadership path under high gross margins, achieving victory through efficiency and assisting enterprise value growth. On the other hand, contributing new perspectives and methodologies as the company continuously explores becoming a structurally advantaged brand with consumer mindshare dividends. We are full of expectations for Jinmailang's future!