Location: Shenzhen
Industry: Retail
Suitable time: 0.5 Day
A large chain enterprise integrating fresh fruit procurement, planting technology support, procurement preservation, logistics and warehousing, standard grading, marketing expansion, brand operation, store retail, information technology, financial capital, scientific research and education.
Welcome to Pagoda – China's Leading Fruit Retailer
Good morning, everyone. On behalf of Pagoda (Shenzhen Pagoda Industrial Group Corporation Limited), it is my great pleasure to welcome you to our company. Today, I'd like to share with you who we are, what we stand for, and how we have become the largest fruit retailer in China.
Our Story
Pagoda was founded in Shenzhen in 2001 by Mr. Yu Huiyong, a graduate of agricultural science who was determined to bring better fruit to more people. The company opened its first store in Futian, Shenzhen, in 2002. What started as a single shop has grown into a nationwide network of nearly 4,500 retail stores across more than 170 cities, serving over 95 million registered members.
In 2023, Pagoda was listed on the Hong Kong Stock Exchange (stock code: 02411), becoming the "first listed fruit chain retailer in China". Today, we are proud to have ranked No. 1 in sales among fruit chain stores in China for eleven consecutive years (2014–2024).
Our Mission: "Let the World Enjoy a Better Life with Fruit"
From the very beginning, we have been driven by a single mission: "Let the world enjoy a better life with fruit." This is not just a slogan - it is the guiding principle behind everything we do. We believe that fruit should be both delicious and affordable. As our founder often says, we are not here to serve only those who can afford premium prices; we are here to make great fruit accessible to everyone.
Our core values - Conscience, Trust, Altruism, Innovation, and Results - shape our culture and guide our decisions every day.
A Global Supply Chain
One of Pagoda’s greatest strengths is our global supply chain. We have established direct sourcing partnerships with more than 800 quality fruit bases in 26 countries around the world. Since 2012, we have been sourcing fruit internationally, giving us access to nearly 1,000 varieties of fruit. This global network allows us to offer a diverse selection year-round, filling gaps during domestic off-seasons and bringing the world's best fruit to Chinese consumers.
At the same time, we are also expanding internationally. Our subsidiary, Haiyang Jinchengtai, exports high-quality Chinese fruits - such as apples, pears, and citrus - to Hong Kong, Southeast Asia, and North America. In 2024 alone, our export sales reached nearly 300 million RMB.
Quality First: The "Four Degrees, One Flavor, and One Safety" System
Fruit is a "non-standard" product - no two pieces are exactly alike. That's why Pagoda pioneered an industry-first quality grading system called "Four Degrees, One Flavor, and One Safety." This system evaluates fruit across six dimensions:
Based on this rigorous evaluation, fruit is graded into three tiers: Signature, Grade A, and Grade B. Every piece of fruit can be traced back to its source through our "one fruit, one code" traceability system, allowing consumers to scan and view the grade, test reports, and even the growing history of their fruit.
To ensure food safety, we have invested over 10 million RMB to build a nationally accredited food safety testing center. Our quality control system includes 298 third-party testing items for pesticide residues and heavy metals. We employ nearly 300 procurement professionals for front-end quality management and nearly 200 quality control staff at our 26 regional distribution centers.
From Farm to Table - Full Control
Our commitment to quality doesn't start at the store - it starts at the farm. We support our partner farms with advanced agricultural techniques, including the BLOF (Bio Logical Organic Farming) system, which promotes sustainable and ecological farming practices. We work with farmers to improve soil health, select the right varieties, and determine the optimal harvest time to ensure the best flavor.
From the farm, fruit moves through our cold-chain logistics network to maintain freshness. Our 26 warehousing and distribution centers operate around the clock, and we maintain strict temperature controls from origin to store shelf. At the store level, we apply multiple layers of quality inspection, including internal audits, mystery shopper programs, and government inspections. In 2025, government agencies tested 4,223 samples from our stores, with a pass rate of approximately 98%.
Brands Within the Brand: Building Category Leaders
In 2016, Pagoda adopted a dual-brand strategy: building a strong channel brand (Pagoda itself) while also developing category brands for specific fruits. Today, we have cultivated 53 proprietary category brands, including signature products like Liangzhi Apple, Red Ballet Strawberry, Milky Yellow Apricot, and the exclusive Little Fresh Purple Passion Fruit (variety: Jindu No. 3). In total, we have integrated more than 1,000 fruit varieties into our brand portfolio.
We are also actively building dedicated category companies for apples, watermelons, and pineapples - following the successful model of global category leaders like Zespri (kiwifruit).
Innovation in Service: "No-Questions-Asked Return"
Pagoda was also the first in the industry to introduce a "No-Questions-Asked Return" policy in 2009. If a customer is not satisfied with their fruit for any reason, they can return it - no questions asked. This policy reflects our confidence in our product quality and our deep respect for our customers' trust.
Social Responsibility: Supporting Farmers and Rural Revitalization
As a company rooted in agriculture, we take our social responsibility seriously. Through targeted planting support, order farming, and brand empowerment, we help farming communities increase the value of their produce. For example, our BLOF ecological farming initiatives have helped farmers in the Shapotou District increase their income by 500–1,000 RMB per mu (approximately 0.067 hectares).
We are also deeply committed to food safety and sustainability, participating in government-led initiatives such as the "Green Shield Project" to strengthen the entire supply chain from farm to table.
Looking Ahead
Pagoda's journey is far from over. As China's largest fruit retailer, we continue to innovate - optimizing our store network, expanding our product offerings, and enhancing our digital capabilities. Our goal is not just to be the biggest, but to be the most trusted fruit brand in the world.
Certainly. Here's a concise English write‑up on the significance of visiting Pagoda (Shenzhen Pagoda Industrial Group Corporation Limited) – tailored for corporate study tour participants, business partners, or industry peers.
The Significance of Visiting Pagoda: Key Takeaways for Business Professionals
A visit to Pagoda is far more than a factory or store tour – it is an immersive learning experience that offers profound insights into modern retail, agricultural supply chain management, and brand building in China's fast‑moving consumer goods sector. For corporate visitors, entrepreneurs, and students of business, the visit holds multiple layers of value.
1. Understanding a Fully Integrated Supply Chain
Pagoda operates one of the most sophisticated fruit supply chains in the world. Visitors witness firsthand how the company sources from over 800 quality fruit bases across 26 countries, manages cold‑chain logistics through 26 regional distribution centres, and maintains strict temperature controls from farm to shelf. This end‑to‑end visibility is a masterclass in supply chain resilience and efficiency – a lesson applicable to any perishable‑goods industry.
2. Benchmarking Quality Assurance Systems
The company's pioneering "Four Degrees, One Flavor, and One Safety" grading system turns a non‑standard agricultural product into a consistent, brandable offering. Visitors see how scientific evaluation (sugar‑acid ratio, crispness, tenderness, flavour, and safety) translates into three clear tiers – Signature, Grade A, and Grade B – and how “one fruit, one code” traceability builds consumer trust. For any business grappling with quality control, Pagoda's approach offers a replicable framework.
3. Observing Retail Innovation and Customer‑Centric Culture
Pagoda's "No‑Questions‑Asked Return" policy, introduced in 2009, remains a bold statement of confidence and customer respect. Tour participants learn how this policy, combined with a membership base of over 95 million registered users, drives loyalty and word‑of‑mouth growth. The store‑level operations, digital ordering systems, and real‑time inventory management provide a live case study in omnichannel retail.
4. Gaining Insights into Category Branding and Differentiation
With 53 proprietary fruit brands (such as Liangzhi Apple and Red Ballet Strawberry), Pagoda demonstrates how to elevate a commodity into a distinctive product. Visitors explore the dual‑brand strategy – a strong channel brand (Pagoda) alongside category brands – and see how dedicated category companies for apples, watermelons, and pineapples emulate global success models like Zespri. This is invaluable for anyone interested in brand portfolio management.
5. Learning Sustainable and Inclusive Agriculture
The visit highlights Pagoda's commitment to ecological farming through the BLOF (Bio Logical Organic Farming) system, which improves soil health and reduces chemical inputs. Visitors also see how order farming and targeted planting support rural revitalisation, directly increasing farmers’ incomes. This social‑impact dimension resonates with organisations prioritising ESG (Environmental, Social, and Governance) goals.
6. Networking and Partnership Opportunities
For potential suppliers, investors, or technology partners, a site visit offers direct access to Pagoda's decision‑makers and operational teams. It opens doors for collaboration – whether in new fruit varieties, logistics innovations, or export channels – and provides a transparent view of the company's capabilities and future direction.
7. Inspiring a "Better Life with Fruit" Philosophy
Beyond the technical and commercial takeaways, the visit carries an inspirational message: that a simple, everyday product – fruit – can be the vehicle for a healthier, more joyful life. Pagoda’s founder, Mr. Yu Huiyong, started with a single store in Shenzhen, and today the company serves millions. This entrepreneurial journey, grounded in conscience and trust, motivates visitors to think bigger about their own ventures.
In summary, a visit to Pagoda is not just an observation – it is an education. It reveals how quality, technology, and human values can converge to build a market leader. Whether you are a retailer, a manufacturer, a student, or an investor, the lessons learned here are lasting and globally relevant.
We hope your visit leaves you with new ideas, fresh perspectives, and a deeper appreciation for the art and science of bringing great fruit to the world.
09:30-10:30 Visit to Baiguoyuan Headquarters
10:30-12:00 Topic Sharing: "Dual Engines of Organizational Growth in Baiguoyuan - Baiguoyuan - Integrated Strategy"
12:00-13:30 Lunch and Rest (Internal Lunch at Baiguoyuan, Experience Baiguoyuan Culture)
13:30-15:30 Topic Sharing: "Precision Marketing in the Age of Big Data - Global Membership System"
