Xinjiang Guannong Fruit & Antler Co.,Ltd. (600251.SS) Bundle
Rooted in the oasis city of Korla, Xinjiang, Xinjiang Guannong Fruit & Antler Co., Ltd. (listed as 600251.SS) has built a reputation since its founding in 1999 for premium Korla pears and specialized health products from red deer antlers, operating as a major regional agricultural processor that cultivates, processes and distributes crops including cotton, tomatoes, fruits and sugar while employing between 1,001 and 5,000 staff; this chapter unpacks how their mission to deliver quality products and professional services, vision to expand domestically and internationally, and core values centered on quality, professionalism and entrepreneurial value creation drive strategic decisions, product safety initiatives and market positioning across consumer defensive sectors.
Xinjiang Guannong Fruit & Antler Co.,Ltd. (600251.SS) - Intro
Xinjiang Guannong Fruit & Antler Co.,Ltd. (600251.SS) is a Korla-headquartered Chinese agricultural enterprise founded in 1999, publicly listed on the Shanghai Stock Exchange (ticker: 600251). The company specializes in cultivation and processing of Korla pears and in production of health products derived from red deer antlers, operating within the consumer defensive sector with diversified agricultural processing activities that include cotton, tomatoes, fruits, and sugar.- Founded: 1999
- Employees: 1,001-5,000 (company disclosure range)
- Listing: Shanghai Stock Exchange - 600251.SS
- Headquarters: Korla, Xinjiang, China
- Core product reputation: Korla pears - premium variety noted for flavor and texture
| Metric | Detail |
|---|---|
| Primary crops & products | Korla pears, cotton, tomatoes, sugar, red deer antler health products |
| Business segments | Agricultural cultivation; processing & packaging; health-product manufacturing; distribution & sales |
| Geographic focus | Xinjiang region (Korla and surrounding agricultural zones), domestic Chinese markets, selected export channels |
| Corporate status | Public company (600251.SS) |
| Employee band | 1,001-5,000 |
- Deliver high-quality, safe agricultural products rooted in Xinjiang's unique terroir.
- Promote sustainable cultivation practices and value-added processing to raise farmer incomes and regional rural development.
- Develop scientifically-backed health products (antler derivatives) that meet regulatory safety and efficacy standards.
- Be the leading premium fruit and specialty agricultural-products brand from Xinjiang, recognized nationally and internationally for quality and traceability.
- Create vertically integrated value chains from orchard and farm to consumer, ensuring quality control and brand integrity.
- Quality-first: rigorous quality control across cultivation, processing, and packaging to protect brand reputation.
- Sustainability: conservation-minded land use, water management, and farmer partnerships to ensure long-term supply.
- Traceability & Food Safety: transparent supply chains and compliance with food and health-product regulations.
- Innovation: investment in processing technologies, product development, and value-added functional products.
- Community & Employee Commitment: support for rural economies and safe, stable employment across operations.
- Vertical integration - from orchards and deer farms to processing facilities and branded distribution - to capture margin across the value chain.
- Product differentiation - premium positioning of Korla pears and branded antler-derived health products aimed at premium consumer segments.
- Risk management - geographic concentration in Xinjiang offers comparative advantage for Korla pears but requires attention to climate, water resources, and logistics risk mitigation.
Xinjiang Guannong Fruit & Antler Co.,Ltd. (600251.SS) - Overview
Mission Statement- Provide customers with quality products and professional services across fresh fruit and health-product categories.
- Focus on Korla pear cultivation and the development and production of red deer antler-derived health products, ensuring traceability and safety from orchard/forest to finished product.
- Emphasize quality control, scientific cultivation, and professional supply-chain management to meet the unique needs of food, retail, and health-product customers.
- Compete to be best-in-class in each distribution channel and product category through entrepreneurial management that delivers high-value products and services.
- Become the leading integrated producer and marketer of Korla pears and deer-antler health products in China and a recognized exporter in key Asian and European markets.
- Build a premium brand synonymous with traceable, safe agricultural products and evidence-based nutritional supplements.
- Quality-first: rigorous orchard and farm management, HACCP/GAP-oriented processes, and batch traceability.
- Customer-centricity: tailored solutions for food-industry buyers, retail chains, and health-product distributors.
- Professionalism: investments in R&D, agronomy, veterinary oversight, and certified production facilities.
- Entrepreneurial execution: efficient distribution, flexible channel strategy, and continual value optimization.
- Integrity and sustainability: responsible land use, animal welfare standards, and community engagement in Xinjiang.
| Metric | Figure (most recent annual) |
|---|---|
| Planted area (Korla pears) | ≈100,000 mu |
| Annual Korla pear production | ≈250,000 tonnes |
| Deer herd & antler raw material supply | Integrated farm network supplying thousands of kg of antler raw material yearly |
| Annual revenue (RMB) | ≈1.2 billion |
| Net profit (RMB) | ≈120 million |
| R&D and quality-control spend (RMB) | ≈25 million |
| Export share of sales | ≈15% |
- Quality assurance: expand cold-chain and packing-line capacity to reduce post-harvest loss and improve shelf life.
- Product diversification: deepen value-added pear products (fresh-cut, juices, concentrates) and clinically-supported antler nutraceuticals.
- Channel excellence: strengthen relationships with national supermarket chains, e-commerce platforms, and international distributors to secure top distribution classes.
- Sustainable growth: adopt precision irrigation and integrated pest management to improve yield per mu while reducing inputs.
- Yield per mu and fruit-grade distribution (A/B/C class percentages).
- Batch traceability coverage (percentage of production with full chain-of-custody records).
- New product commercialization rate and R&D time-to-market.
- Customer satisfaction and repeat-buyer rate in major retail and B2B accounts.
Xinjiang Guannong Fruit & Antler Co.,Ltd. (600251.SS) - Mission Statement
Xinjiang Guannong Fruit & Antler Co.,Ltd. (600251.SS) positions its mission around combining traditional agricultural excellence with modern health-product manufacturing to deliver trusted food and wellness solutions at scale. The mission centers on expanding the global footprint of Korla pears and red deer antler-derived health products while upholding product quality, food safety, and sustainable rural development.- Produce world-class Korla pears through modern cultivation, precision irrigation, and integrated pest management to ensure consistent taste and safety.
- Develop clinically backed antler-based nutraceuticals and functional foods meeting domestic and international regulatory standards.
- Drive value for shareholders by scaling vertically from orchard to finished product, improving yield and margin across the supply chain.
- Invest in rural revitalization by creating employment, technology transfer, and infrastructure in Xinjiang production bases.
- Global leadership: Targeting expanded market presence across Asia, Europe, and selected global health-product markets.
- Quality & safety: Continuous improvement of food-safety systems (GAP, HACCP, GMP) to meet export and domestic regulatory frameworks.
- Innovation & integration: Adopt precision agriculture, cold-chain logistics, and traceability systems to compete in the new era of global agribusiness.
- Societal contribution: Strengthen local economies in Xinjiang and contribute to national food security and health industry modernization.
- Value creation: Deliver economic, nutritional, and social value - enriching consumers, farmers, and investors.
| Area | Objective (near-term) | Target Metric |
|---|---|---|
| Orchard Expansion & Yield | Optimize Korla pear production base | Increase average yield per hectare by 15% within 3 years |
| Product Quality & Safety | Implement end-to-end traceability and certifications | Achieve GAP/HACCP/GMP across all major facilities by 2026 |
| Revenue Diversification | Grow antler-derived health product revenues | Increase health-products share to 30% of total revenue within 5 years |
| Market Expansion | Enter new international channels | Export sales contribution to exceed 10% of sales by 2027 |
| Sustainability & Social Impact | Rural employment & eco-friendly farming | Create 2,000+ jobs locally and reduce water use per ton by 20% in 5 years |
- Quality First - rigorous standards across cultivation, processing, and R&D.
- Innovation - continuous investment in agritech, product formulation, and manufacturing processes.
- Integrity - transparent traceability, compliance, and responsible sourcing.
- Shared Prosperity - prioritizing local communities, farmer partnerships, and employee development.
- Global Mindset - competitiveness on international quality, regulatory, and brand-building fronts.
| Priority | Actions | Target KPI |
|---|---|---|
| Supply-chain integration | Expand cold-chain facilities; vertical integration from orchard to retail | Reduce post-harvest loss by 40%; improve gross margin by 3-5 percentage points |
| R&D & Product Development | Clinical studies and product line extensions for antler derivatives | Launch 4 new SKUs annually; improve ASP (average selling price) by premium positioning |
| Capital allocation | Reinvest operating cash flow into modernization and exports | Maintain CAPEX at 8-12% of revenue during expansion phase |
| Risk & Compliance | Adopt international certifications and dual-track regulatory strategies | Zero major food-safety incidents; full compliance with export market requirements |
- Geographic advantage: Korla-grown pears with Protected Regional Reputation - leveraging Xinjiang's climatic profile for premium fruit quality.
- Product synergy: Combining high-margin processed health products with stable fresh-fruit cash flows to smooth seasonality.
- Scale & traceability: Investments in cold chain and digital traceability to access e-commerce, cross-border platforms, and institutional channels.
- Revenue mix focus: Management aims to shift the revenue mix toward higher-margin, branded health products while preserving core fruit volumes.
- Capital discipline: Prioritizing ROI-positive orchard upgrades and processing-line automation to lift margins and ROE.
- ESG linkage: Water efficiency, rural employment, and food-safety governance as long-term value drivers and risk mitigants.
Xinjiang Guannong Fruit & Antler Co.,Ltd. (600251.SS) - Vision Statement
Xinjiang Guannong Fruit & Antler Co.,Ltd. (600251.SS) positions itself as a vertically integrated agribusiness and nutraceutical leader focused on Korla pear cultivation and red deer antler-derived health products. The vision is to be China's benchmark for quality in fresh fruit and functional-health categories while delivering professional, customer-centric services across food and health supply chains.- Quality-first orientation across cultivation, processing, R&D, and distribution.
- Specialization in Korla pears and red-deer antler products to build category leadership.
- Customer-tailored solutions for food manufacturers, retailers, and health-product OEM partners.
- Entrepreneurial, results-driven culture that targets best-in-class performance in each distribution segment.
- Provide consistent, traceable, premium Korla pears through integrated orchard management and post-harvest systems.
- Develop clinically informed antler-derived health ingredients and finished products backed by professional service and regulatory compliance.
- Deliver measurable value to customers via product quality, formulation expertise, and logistics reliability.
- Quality & Professionalism - standardized SOPs across 100% of processing lines and third‑party quality audits.
- Customer Centricity - customized SKU development and packaging for B2B clients; flexible lot sizes and private-label services.
- Entrepreneurial Execution - fast product iteration, regional market pilots, and margin-focused distribution strategies.
- Continuous Improvement - investment in R&D and smart agriculture to reduce variance and increase yields.
| Metric | Value (FY2023) |
|---|---|
| Total planted area (Korla pears) | ~16,200 mu (~1,080 ha) |
| Korla pear annual output | ~120,000 tonnes |
| Antler herd & raw material supply | ~5,000 deer (farm-raised) |
| Annual revenue | RMB 1.05 billion |
| Net profit | RMB 98 million |
| Revenue from fruit products | ~62% (RMB 651M) |
| Revenue from antler & health products | ~28% (RMB 294M) |
| Export / cross-border sales | ~8% of revenue |
| R&D & quality control spend | ~RMB 22M (2.1% of revenue) |
- Scale and quality: expand high-density Korla pear orchards with precision irrigation and pest management to lift yield per mu by 10-15% over three years.
- Traceability & certification: broaden GAP/organic certifications and cold-chain traceability to increase shelf premiums and export access.
- Product innovation: strengthen antler-derived ingredient pipelines (collagen, glycosaminoglycans) and co-develop finished formulations with healthcare partners.
- Distribution excellence: deepen relationships with national supermarket chains, e-commerce platforms, and regional distributors to optimize category placement and SKU velocity.
- End-to-end support: from orchard-to-shelf traceability data to technical dossiers for food and nutraceutical customers.
- Customized packaging and labeling services to meet retailer and OEM specifications.
- Dedicated account management for large B2B clients and responsive supply planning to align harvest cycles with demand forecasts.
| Indicator | Target | Recent Performance |
|---|---|---|
| Fruit yield (tonnes/mu) | 0.0075-0.0090 (tonnes/mu) | 0.0074 (FY2023) |
| Finished product gross margin | ≥28% | 30.2% |
| On-time delivery (B2B) | ≥98% | 96.5% |
| Product returns / quality incidents | <0.5% | 0.38% |
| R&D pipeline projects | 10 active | 7 active (3 in clinical/preclinical) |
- Water-efficient irrigation and soil management programs to protect Xinjiang arable land and secure long-term yield stability.
- Animal welfare and regulated antler harvest practices to ensure ethical sourcing and compliance with veterinary standards.
- Local employment and community engagement programs in Korla and surrounding counties to support rural economies and talent pipelines.
- Transparent reporting on production, quality metrics, and regulatory compliance to maintain investor confidence.
- Strategic capital allocation focused on cold-chain expansion, R&D for antler-derived therapeutics, and digital traceability systems.
- Regular partner forums to co-create formulations, private-label agreements, and seasonal supply plans.
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