Led by Mr. Fan Ziping of the Singapore Zhongyuan Association, a delegation of the association’s presidents visited Guoquan, a leading enterprise in China’s community-based food retail sector. The delegation conducted on-site visits and engaged in in-depth discussions focused on the upgrading of the food industry chain and new retail models. From store operations to the supply chain system, they gained a multidimensional understanding of the company’s development logic and gained firsthand insight into the path taken to build this innovative food industry ecosystem.
Brand Perception: Redefining “Eating at Home”
With the core philosophy of “When dining at home, choose Guoquan,” the company has built a product portfolio spanning multiple categories—including hot pot, barbecue, and ready-to-cook ingredients—centered around the home dining experience.
Unlike traditional dining models, Guoquan uses standardized ingredients and convenient cooking methods to make “eating at home” a cost-effective and efficient lifestyle choice.
Currently, Guoquan has established over 10,000 stores nationwide, building a robust community network. Through its online platform, the company offers both in-store and home delivery services, continuously expanding its reach to new customers.
Core Model: Channel-Driven Industry Integration Capabilities
During the visit, the delegation focused on learning about Guoquan’s business model.
Guoquan is not merely a retail brand; rather, it leverages its channel capabilities to reverse-integrate industry resources, gradually forming:
- Upstream: Global Sourcing of Ingredients and Standardized Production
- Midstream: Cold-chain warehousing and distribution, and digital supply chains
- Downstream: Community stores and online platforms
This model of “production based on sales and supply driven by production” enables companies to achieve large-scale expansion and cost control while ensuring efficiency, thereby building strong market competitiveness.
Supply Chain System: Building Core Competitive Advantages Through the Cold Chain Network
Huading Cold Chain Technology, the company behind Guoquan, provides strong support for its nationwide expansion.
We have established a nationwide cold chain network comprising 45 distribution centers, serving major cities and county-level markets across the country and ensuring frequent deliveries and reliable fulfillment.
At the same time, the digital system enables end-to-end visibility across orders, inventory, and transportation, significantly improving operational efficiency and response times, and providing a solid foundation for chain expansion.
Industrial Expansion: Building an Ecosystem for Coordinated Development Across Multiple Sectors
Guoquan focuses on its distribution channels and has gradually expanded to form a diversified industrial portfolio:
- Guoquan Foods: The Gateway to End-Consumer Markets
- Chengming Food Industrial Park: A Production and Business Incubation Platform
- Huading Cold Chain Technology: Supply Chain Infrastructure
- Songhe Liquor: Expanding Consumption Scenarios
Cross-sector synergy creates a self-sustaining ecosystem that not only enhances a company’s resilience but also paves the way for future scalable growth.
On-site Roundtable Discussion: Exchanging Ideas and Exploring New Opportunities for Collaboration
Following the tour, the two sides held an on-site discussion.
Company representatives provided a comprehensive overview of Guoquan’s development trajectory, channel strategy, and future plans, with a particular focus on sharing practical experiences in community retail, supply chain integration, and digital operations.
Drawing on their respective industry backgrounds, the delegation members engaged in in-depth discussions on topics such as expanding food supply chains into international markets, entering Southeast Asian markets, and replicating business models.
The on-site discussions were practical and productive, not only deepening our understanding of the company but also laying a solid foundation for future resource coordination and project collaboration.
Visitors
Yang Mingchao, Chairman of Guoquan Industrial Group
Wang Jiancheng, Advisor to Zhongyuan Association, Chairman of Ronghua Group
Chen Yuhe, Permanent Honorary President of the Zhongyuan Association and Chairman of Jiangsu Lianhai Biotechnology Co., Ltd.
Ma Xiaoyun, Permanent Honorary President of the Zhongyuan Association and Founder of Jingma International
Su Jianbin, Permanent Honorary President of the Zhongyuan Association and Chairman of Yunnan Dongsheng Paper Industry Co., Ltd.
Fan Ziping, Zhongyuan Association
Yue Wei, Honorary President of the Zhongyuan Association and Chairman of Shanxi Shengyuan Construction Engineering Co., Ltd.
Wang Yanbin, Executive Vice President of the Zhongyuan Association and Managing Director of Xingmazi Film Sdn Bhd
Zhang Lifeng, Honorary Vice President of the Zhongyuan Association and Managing Director of Fuhua Private Limited
Dong Zhiwei, Honorary Vice President of the Zhongyuan Association and Chairman of Henan Jinquan Plastic Industry Co., Ltd.
Zhang Bo, Vice President of the Zhongyuan Association and CEO of Cheng•Production Pte. Ltd.
Li Yong, Vice President of the Central Plains Association and Managing Director of Yongli Sanitary Plumbing Sdn. Bhd.
Chai Jie, Secretary-General of the Zhongyuan Association and Head of International Programs at FedEx
Guo Lijun, Deputy Secretary-General of the Zhongyuan Association and CEO of Henan Kenan Crane Co., Ltd.
Written by: Zhao Xiaodan
Photography: Cheng • Production Pte. Ltd.
Produced by: Singapore Zhongyuan Association