Our Brands

For Chinese: Eager to progress, Science and technology first.

For English: First-class and Advanced.

The upper part of the icon is the uppercase letter “T”, the first letter of TECHNOLOGY, which represents COFCO (BEIJING) FEED TECHNOLOGY Co., LTD is based on technology. The main body of the icon is the “tai hexagrams”-the growth of all things, auspiciousness and prosperity.

So honest to clients is COFCO (BEIJING) FEED TECHNOLOGY Co., LTD, a vibrant, positive and energetic company, always adhering to the enterprise idea of republican, symbiosis and sharing. It combines modern science and technology with Chinese traditional culture to develop high –tech products, achieving harmonious development of company, employees and customers.

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Feeding the Future is the main brand of COFCO FEED, whose products cover livestock, poultry and aquatic and are sold well to all over the country. Based on the unremitting exploration and study of life science and technology,Feeding the Future derived from the COFCO industry chain not only provides the best quality raw materials and optimal ratio of animal nutrition but also guarantees the health, safety, and nutrition of the food source with farming enterprises, which creates a happy future. The core concept of Feeding the Future is life, science, and happiness.

Life-taking care of life as the core point, fully respecting and caring for life;

Science-understanding animals, nutrition as well as human beings and achieving harmonious development of human, animals, and nature by means of scientific methods;
Happiness-both a desire for good and a goal to pursue, creating happiness not only for the present but also for descendants and the future.

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Fortune is a pioneer in Chinese consumer packaged edible oil industry. As a COFCO strategic brand in grain and oil industry, Fortune edible oil has been accredited the ISO9001 International Quality Management System and HACCP (Hazard Analysis and Critical Control Point) certifications. For the past eight consecutive years, Fortune was honored as the Model Company of Food Safety by 12 governmental departments and relevant agencies, such as the National Development and Reform Commission, Administration of Industry and Commerce, China Food and Drug Administration, etc. Fortune has also been chosen as the “Strategic Partner for China’s Aerospace Industry”. With the fastest growing brand value in the oil and grain industry, Fortune has been selected as one of BrandZ’s “Top 50 Brands in China” for many years.

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Born in 1985, our “Xiangxue” brand is one of the earliest food product brands at the initial stage of China's reform and opening up and marketization of grain enterprises. Over the past 30 years, “Xiangxue” brand focused on the production and development of flour, noodles and bread products. Through the fully-integrated value chain supply system, we provide a high quality lifestyle for our customers. We have been a trusted supplier of flours and noodles for the Chinese Sports Delegation for many years. With an ambition of providing safe, healthy, nutritious and delicious products, we developed a series of specialized flours for dumpling-making, baking and other household purposes to suit different needs of customers which thus leads consumption upgrade.

Advocating a brand concept of “delicacy brings happiness”, our “Fortune” branded flours and noodles made us an official supplier for the Chinese Sports Delegation and a strategic cooperative partner of China’s Aerospace Industry. Our materials are selected from high-quality wheat in four major wheat growing areas in the world and scientifically blended to suit Chinese people’s preferences. Stringent quality and safety control is imposed throughout every processing step from the field to the dining table. With rich nutrition, chewing and smooth taste, we guarantee our customers with a high-quality, healthy, safe and tasteful experience.

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China’s first bottle of dry red, dry white, and sparkling wine were all created by Greatwall. As the leading Chinese wine brand, Greatwall has received accolades from Paris, Brussels, London, and other international professional wine awards. Greatwall wine is made from grapes grown in five producing areas: Shacheng, Changli, Penglai, Ningxia Helan Mountain, and Xinjiang Tianshan. As a leader in wine production, sales, and market share for many years, it has earned love and trust from consumers. “At grand national events, we drink Greatwall.” Honored guests drink Greatwall at grand events in China, as at receptions for heads of state to the Beijing Olympic Games, the Shanghai World Expo, APEC Finance Ministers meeting, Boao Forum for Asia, Davos Forum, “9.3” Victory Day parade, G20 Summit and other major events. Greatwall is a postcard of Chinese hospitality and has earned its status as China’s national wine, demonstrating the noble qualities of Chinese wine on the world stage.

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Jiugui, as the top brand of Hunan liquor, created “Strong Mixed Fragrance” as one of the 12 fragrance types in Chinese liquor thanks to the producing region in west region of Hunan, which enjoys unique natural environment and regional cultural resources. Jiugui has won awards at the Bordeaux Wine and Spirit Expo and the Brussels International Wine Fair, been honored as one of “China’s Top Ten Cultural Wines”, “Domestic Boutique”, “China’s Brand-Name Consumer Goods”, “World Famous Consumer Goods” and so on.

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Kong Yiji is a “Shaoxing Appellation rice wine”. It is fermented by traditional processes in a village by the bank of Jianhu Lake in Shaoxing. While abiding by the traditional process, advanced producing and management system were also introduced to produce a yellow amber wine with a mellow sweetness that has mass appeal. Kong Yiji has won the Silver Award in China International Spirits and Wine Tasting, and was selected as the designated rice wine brand of the 2014 APEC meeting.

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COFCO Wine & Wine imports wine, beer, and spirits into China, and wholly owns the French “Chateau de Viaud” winery. COFCO Wine & Wine has established relationships with many global well-known brands to consistently introduce the world’s high-end, well performing wine, constituting an all-star imported wine mix for Chinese consumers.

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With COFCO owning 65% share and Coca-Cola 35% share, COFCO Coca-Cola Beverage Co., Ltd. (hereinafter referred to as COFCO Coca- Cola) is a partnership between COFCO and the Coca-Cola Company, and is the only Coca-Cola bottling group held by Chinese partner in China. As one of the fastest growing Coca-Cola bottling groups, COFCO Coca-Cola has successfully entered and kept its position in the world’s top 10 Coca-Coca bottlers just 10 years after its foundation.

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Joycome-Five check points for product safety, High quality from own breeding base.

COFCO Meat Holdings Limited is a member enterprise of COFCO Group, its core target is to be a leading brand of meat products industry in China.

 Five check points for product safety-We protect you by checking every point:

Environment checkpoint-reject contamination. The design of our breeding plant met all government requirements, far away from residence community, industrial area, other livestock breeding area. We ensure the air is fresh and the purity using water is from deep well water 500 meters beneath the earth, in order to avoid any adverse effect on live hogs because of environmental pollution.

Feed checkpoint-reject clenbuterol. We use corn, soybean meal and other natural raw materials to produce feedstuff, reject clenbuterol and other illicit drugs. We provide varies nutritional feed to hogs according to their growth stage, make breeding hogs as raising babies.

Hog farming checkpoint-strictly control antibiotics. We allow hogs to grow with their order of nature, improve their own immunity by safe and nutritional feeding, control antibiotics and hormone drugs strictly. We own 12 animal welfare, pay much attention to hogs during the hog farming period.

Breeding check point-reject Halothane Gene. Halothane Gene is the main reason causing inferior quality meat, COFCO Meat Holdings Limited filter excellent pig breeds all over the world, and remove the Hal by advanced technology. We breed and raise pigs by ourselves to produce the best taste meat and make sure all the products are always high quality.

Processing checkpoint-Safety traceability. As one of China’s famous meat company operating across the entire value chain of the industry, COFCO Meat makes the whole vertically integrated industrial chain can be traced, it covers 6 main parts including: feedstuff producing, hog farming, cutting, processing, cold chain transportation, and sales. We care consumers’ safe and healthy by the most rigorous attitude.

 High quality from own breeding base

Different with most meat enterprises which only focus on upstream or downstream, COFCO Meat’s business is vertically integrated. We have 47 hog farms located across China. The requirement of choosing farms is strict, the green and recycled system is established in accordance with government’s rules. We selected famous pig breeds from Canada, UK, and Denmark, using their good gene, COCO Meat built up our our breeding system, to ensure our products always be great.

 Safety quality makes us be a Olympic direct supplier

Joycome is a brand which appointed by London Olympic Games and Rio Olympic Games, and it is also the only meat brand receive gracious letters from OCOG. We provide safe and delicious meat products for 26 national sports teams.

Welcome to visit Joycome’s website at: http://www.cofco-joycome.cn/

Contact us: 010—85005342

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The ChinaTea brand has over 60 years of history, ranking rst in the Top 100 lists of the tea industry. Full control over the tea processing bases provides a guarantee of high quality ChinaTea products. At present, China Tea has control over 70,000 mu (4,666 hectares) of tea gardens in China and abroad, ensuring natural, safe, high-quality tea leaves.

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WOMAI.COM is committed to being China’s most professional and safe online food retailer. With professional development and high quality characteristics as its core, WOMAI.COM has implemented a vertical supply chain and adaptive management to optimize product structures and bolster its goods.

WOMAI.COM’s private-label products architecture is becoming more comprehensive, with a variety of categories such as fresh fruits and vegetables, grain and oil, snacks, dairy products, and tea as well as other beverage. A group of private-label product brands have now become widely recognized quality brands, such as SUNSIDES, Smart Time, YouCai,andCHUCUI.

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Upholding the Enterprise Mission of “offering high quality green-life space and leading a fashionable and trendy lifestyle”, COFCO created Joy City brand as the flagship brand of commercial real estate. Joy City is an urban complex that integrates large shopping mall, office building, apartment and residence.

Young, fashion, trendy and quality are the brand features of Joy City. Targeting at the emerging middle class customers aged 18-35, Joy City has been insisting on the brand essence of young and fashion as well as the brand feature of multivariate richness, fashionable attitude, fresh idea and life engagement. The slogan of Joy City is “Joy City, Joy Up”.

Starting from Xidan Joy City since 2007, each single Joy City program has been delivering the unified market positioning, brand culture and spirit connotation of Joy City through its cozy architectural space, fashionable brand combination and promotion activities preferred by young customers.

Nowadays, Joy City has 9 programs in operation, including Xidan, Shenyang, Chaoyang, Shanghai Jingan, Tianjin Nankai, Yantai, Chengdu, Heping Tianjin and Shanghai Changfeng Joy City. Meanwhile, there are 6 programs about to open, including Hangzhou, Kunming, Guiyang, Xi’an, Shenzhen and Jingxi (tentative name). Joy City is planning to build 20 programs in China’s first-tier and second-tier cities in the following 3-5 years.

Joy City has always been stressing on business operation, service and innovation for years. Joy City has been increasing its performance level and keeping a double-digit annual growth in both sales and customer flow for many years through detailed management and business management. Therefore, Joy City has become an industry benchmark in China’s shopping malls.

Joy City will continue to increase its business operation level and keep the steps of industry development in the future. Keep innovating the consumption concept and increasing the shopping experience, Joy City aimed to build a international shopping mall brand loved by its customers.

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