World Grain - April 2015 - 48

FEATURE: TRANSFORMATIONAL EXPANSION

The mill utilizes Bühler roller mills to process its flour.

thus increasing the competitiveness of
products," Li said.
"Currently, we have nearly one hundred
kinds of products, with appropriate products supplied to different customers and
regions. Baiju and Yulan are our most famous brands. The sales network of Baiju
the market due to their excellent quality."
Within each brand, the company has
several different series that meet various
market conditions, climate, water quality and dietary habits in different regions.
Xinliang's ability to adapt products to
its various sales areas is an important
part of the company's business.
"It is important to bring the special
performance of Xinliang into play and
develop special products to meet local
climate and food features," Li said.
"To address the customers' needs,
we have recently added Huiyuan and

sold last year, 82% was sold in bags.
and make the work of different sectors
easy, bags with the uniform size are
markets," Li said.
The company's products are sold to
the retail and wholesale markets in 25-

designed with household use in mind.
These four products are sold 1-kg bags.
The company has developed a clear
strategy for working with vendors and customers. "We actively cultivate and develop local vendors based on the distribution
radius and expand the retail and wholesale
with manufacturers. Our products are distributed by vendors." Retail accounts for
64% of the company's annual sales, with
wholesale accounting for the other 36% of
the total product sales chain.
-

for Hainan pastry and Ziju high-quality
Li said. The cha siu bau is a popular dim
with barbecued pork (For more information on this product, see page 32).
48

mill feed to other partners within its parent
company. The Nanbao Group currently
owns 15 feed processing and producing
businesses. The Nanbao Group has seen
strong growth in its feed processing sec-

tor. Its feed processing subsidiaries have
grown from seven feed processing companies 10 years ago to the current 15 companies, and over the same time period annual production has grown from 1.2 million tonnes to its current 3 million tonnes.
DEMAND-BASED EXPANSION
vestments has its roots in 2009 when the
company determined that its two original
wheat productions lines - A and B lines
- could not meet market demands.
"The original production lines also
equipment, more frequent maintenance
and increased production costs," Li said.
"Therefore, after repeated studies and
feasibility analysis, we began preparaduction line (C line) in 2009."
After the successful installation of the
C line, market demand continued to rise
and a new solution was needed.
"The market is putting higher and
higher requirements on product quality," Li said. "So we have to make continuous improvement in order to meet
the market requirements."
At the end of 2012, more than a year
April 2015 / World Grain / www.World-Grain.com

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World Grain - April 2015

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