Zhou Hei Ya

Location: Wuhan

Industry: Food

Suitable time: 0.5 Day

Company Profile

Zhou Hei Ya International Holdings Limited (hereinafter referred to as "Zhou Hei Ya") is a company specializing in the production, marketing, and retail of ready-to-eat braised and marinated snacks. It was listed on the Main Board of the Hong Kong Stock Exchange on November 11, 2016. Zhou Hei Ya continues to uphold the business philosophy of "Quality First, Reputation Above All, Preserving Our Unique Character, and Sustainable Development", consistently providing consumers with delicious, hygienic, and convenient products to bring them greater enjoyment and a better experience. Zhou Hei Ya's brand goal is to become a brand that is young, vibrant, and imbued with cultural heritage and a refined lifestyle.

Throughout more than three decades of development, the people of Zhou Hei Ya have consistently practiced the "Food" philosophy and the "Tree Roots" culture. They have strived to revitalize China's national industries and serve the country through their industry, resolutely committed to realizing the corporate goal of "a century-old brand going global". Zhou Hei Ya has completed its factory layout across five major regions nationwide, establishing large-scale, modern production bases in Hubei, Hebei, Guangdong, Jiangsu, and Sichuan provinces to serve its stores throughout the country.

Zhou Hei Ya has obtained ISO 9001, ISO 14001, ISO 22000, HACCP, and the Integration of Information Technology and Industrialization Management System certifications. Its food safety assurance system comprehensively covers raw materials, production processes, finished products, logistics, and retail stores. The five factories have a combined designed production capacity of 360 million boxes. Leveraging an informatized cold chain system, the company can support sales across 10,000 stores. Its interconnected supply system allows for flexible allocation of production capacity based on market demand, ensuring nationwide supply.

Significance of investigation

Discover how a local braised snack brand grows into a national new consumption icon, learn its brand building and market expansion path.

Witness the whole food production process, understand strict food safety management, standardized production and quality control system in food manufacturing.

Experience the integration of digital display and physical factory tour, explore the application of interactive exhibition and immersive education in corporate culture communication.

Study the brand's innovative development strategy, operational management logic and practical experience from strategy to daily execution.

Gain inspiration for new consumption brand operation, product innovation and enterprise culture construction through themed sharing and on-site sightseeing.

Travel itinerary plan

09:00–10:10 Factory Park Immersive Sightseeing

Start with the factory experience store and cultural derivative exhibition area, browse brand peripheral products and understand the brand's product matrix. Then walk through the industrial park to experience the ecological layout of the modern food factory. Next, enter the Zhou Hei Ya Wisdom Museum for core brand cultural study, learn the brand origin, development history and milestone stories. Afterwards, visit the 3D interactive experience hall, watch the virtual production line show The Birth of Delicious Duck. Finish this module by touring the real production viewing corridor and the honor room, and end the park tour at the activity center to learn about headquarters culture and red party building construction.

10:10–11:30 Themed Sharing & Interactive Exchange (Select one topic)

• The Business Insights of Zhou Hei Ya
• Zhou Hei Ya’s Path of Innovation
• Zhou Hei Ya: From Strategy to Execution

Listen to in-depth sharing by Zhou Hei Ya's professional lecturer. Participants can raise questions and hold interactive discussions, exchanging ideas on brand operation, product innovation, corporate strategy and execution.

11:30 End of Visit