The company describes itself as a “Chinese jujube expert” and currently emphasizes the positioning “高端红枣好想你”, roughly translating to “Haoxiangni, premium jujubes” [1].

Origins: 1992

Haoxiangni’s history began in June 1992, when founder Shi Jübin started working with jujube processing in Xinzheng. In November of that year, Zhengzhou Xinzheng Aoxing Food Factory was established. The company subsequently developed into the enterprise that would become Haoxiangni.

This origin is significant because Xinzheng has a particularly long history of jujube cultivation and culture. Consequently, Haoxiangni built much of its identity around the idea that its hometown represents an important source of Chinese jujube culture.

Creation of the Haoxiangni brand

In September 1999, Haoxiangni Jujube Industry Development Co., Ltd. was established, and the “好想你” brand was formally adopted. The following year, the company opened its first Haoxiangni specialty store in Zhengzhou.

This marked a significant shift in development: instead of treating jujubes merely as agricultural produce, Haoxiangni began transforming them into a consumer brand.

Industrial expansion

During the 2000s, the company expanded its processing infrastructure and regional operations:

• 2005: Its jujube-processing industrial park in the Zhengzhou Airport-related area was completed and put into operation.
• 2006: It established the Chinese Jujube Culture Museum, dedicated to jujube history, culture, science, and applications.
• 2007: It established a subsidiary in Cangzhou, Hebei.
• 2008: It established a subsidiary in Ruoqiang, Xinjiang, an important jujube-producing region.
• 2009: The company reorganized into Haoxiangni Jujube Industry Co., Ltd. and became involved in developing national standards related to jujubes.

Becoming a listed company

On May 20, 2011, Haoxiangni was listed on the Shenzhen Stock Exchange’s SME Board under stock code 002582, becoming what the company describes as China’s first listed jujube company.

This listing was a critical milestone, transforming Haoxiangni from a regional agricultural-food producer into a publicly traded Chinese consumer-food company.

One of Haoxiangni’s most distinctive characteristics is its name.

“好想你”

The phrase 好想你 (hǎo xiǎng nǐ) translates approximately to “I really miss you.” For a food brand, this creates a strong emotional association. Haoxiangni positions the name around concepts of true affection, family love, friendship, and romantic love [1].

This makes the brand particularly suitable for gifting. A box of jujubes can be presented not merely as food but as a symbolic message: “I miss you.” This emotional interpretation has helped Haoxiangni build a brand identity rooted in Chinese gift-giving traditions, family relationships, and regional specialty products.

The company describes the brand as having evolved into concepts such as:

• Henan’s calling card
• A Henan gift
• An expression of affection
• A symbol of regional pride

Although Haoxiangni has expanded considerably, red jujubes remain the centre of its identity. The company’s philosophy is essentially to take one agricultural product—the Chinese jujube—and develop it deeply rather than simply expanding into unrelated food categories. Haoxiangni describes this strategy metaphorically as making the jujube industry “one centimetre wide and one kilometre deep.”

Products include different grades and forms of jujube, ranging from traditional dried jujubes to processed and innovative items. Examples currently promoted by the company include:

• Black Gold Jujube (黑金枣)
• 糯香枣
• 枣博士
• 健康情
• 拥抱您
• 红小派
• 维C枣
• 清菲菲
• 豆菲菲
• 燕菲菲
• Jujube-based tea and other health-food products

The company increasingly presents itself as a health-food company built around jujubes rather than simply a dried-fruit manufacturer.

Haoxiangni’s current business extends beyond traditional red dates. According to its corporate profile, principal activities include the R&D, procurement, production, and sale of red jujubes, freeze-dried products, nuts, dried fruit, and other health foods.

Its product strategy can broadly be divided into five categories:

1. Jujube products

This is the brand’s traditional core, including premium dried jujubes and processed jujube snacks.

2. Jujube-based functional and innovative foods

The company has developed products intended to give traditional jujubes different textures, formats, and consumption occasions.

3. Freeze-dried foods

Freeze-drying allows Haoxiangni to expand from jujubes into other fruits and agricultural products.

4. Nuts and dried fruit

These products enable the company to participate in the broader Chinese healthy-snack market.

5. Gift products

Gift boxes are particularly important as they connect the “好想你 / I miss you” name with Chinese gift-giving culture.

A major part of Haoxiangni’s corporate identity is its attempt to standardize jujube quality. The company states it has participated in or led the development of:

• The international standard “Dried Jujubes — Specifications and Test Methods”
• China’s national standard for Washed/Ready-to-eat Jujubes (免洗红枣)
• China’s national standard for Huizao/Grey Jujubes (灰枣)
• China’s national standard for Jun Jujubes (骏枣)
• The industry standard for jujube powder

This standard-setting role is central to Haoxiangni’s claim that it is not merely a participant in the jujube market but an industry leader and technical authority. The company also lists certifications including ISO 9001, HACCP, ISO 22000, and BRCGS food-safety standards.

Haoxiangni has invested heavily in food processing and jujube-related research. The company operates specialized R&D platforms focused on jujube deep processing and fruit-and-vegetable food innovation, collaborating with universities and research institutions, including Zhengzhou University.

As of March 31, 2026, the company reports:

• 1,473 registered trademarks
• 78 patents
• 23 registered copyrights
• 25 scientific and technological achievements recognized through provincial-level appraisal
• Multiple provincial and industry science-and-technology awards

Its approach is increasingly based on a combination of food science, agricultural sourcing, industrial processing, and branding.

One of Haoxiangni’s more unusual brand assets is its Chinese Jujube Culture Museum, known as “枣立方” (Jujube Cube). Located at the company’s headquarters in Xinzheng, the current museum opened in 2019, occupies approximately 15,000 square metres, and was reportedly built with an investment of nearly RMB 100 million. Haoxiangni describes it as the world’s first museum dedicated specifically to Chinese jujube culture.

The museum combines jujube history, agriculture, biology, Chinese food culture, folk customs, traditional health practices, and jujube-related processing technology. This exemplifies how Haoxiangni attempts to turn a food ingredient into a cultural product.

Another major aspect of Haoxiangni’s history is its involvement in Xinjiang’s jujube industry. The company began establishing operations in Xinjiang during the 2000s and states that over more than three decades, it has purchased more than RMB 60 billion worth of jujubes and other agricultural products from the region. It also notes that its activities have contributed to expanding local jujube cultivation and farmer training.

This provides Haoxiangni with a vertically integrated story spanning jujube cultivation, sourcing, processing, R&D, packaging, branding, and retail, rather than simply purchasing finished jujubes from wholesalers.

Historically, Haoxiangni was strongly associated with its specialty-store network. The company opened its first specialty store in Zhengzhou in 2000, and its current website lists hundreds of physical stores.

Today, distribution is much broader and includes:

• Specialty stores
• Supermarkets
• Membership supermarkets
• Convenience stores
• Snack-food channels
• E-commerce
• Major Chinese online platforms

The company specifically identifies platforms such as Tmall, Douyin, JD.com, and Kuaishou among its online channels. This reflects the broader transformation of Chinese food retail from traditional physical stores towards omnichannel commerce.

Haoxiangni’s positioning has changed considerably throughout its history.

Early positioning

“Red jujube producer”
The emphasis was primarily on agricultural processing and the jujube itself.

Brand-building era

“Branded Chinese jujube”
Haoxiangni attempted to make consumers recognize packaged jujubes as a branded consumer product rather than a generic agricultural commodity.

Current positioning

“Premium jujube + health food”
The company now emphasizes “高端红枣好想你”, or approximately “Haoxiangni — premium red jujubes” [1]. Simultaneously, it aims to expand into the larger health-food industry.

Haoxiangni lists the following core values:

信仰感恩、崇尚科学、良心工程、道德产业

These translate roughly as:

• Believe in gratitude
• Respect science
• Build with conscience
• Operate with ethical responsibility

Its stated mission is: “让懂健康、要健康、愿为健康付诸实际行动的人，吃上健康食品,” meaning approximately, “To enable people who understand health, desire health, and are willing to act for their health to eat healthy food.”

Its current vision is essentially to make excellent jujubes while becoming a broader manufacturer and leader of healthy foods.

Haoxiangni derives brand value from several layers simultaneously:

• Agriculture: Chinese jujube production
• Geography: Xinzheng/Henan and Xinjiang
• Culture: Thousands of years of Chinese jujube history
• Emotion: “好想你” = “I miss you”
• Health: Positioning jujubes as a health-oriented food
• Technology: Processing, preservation, food science, and product innovation
• Gifting: Family, festivals, relationships, and Chinese social customs

This combination distinguishes Haoxiangni considerably from an ordinary dried-fruit manufacturer.

Haoxiangni states that it has appeared in the China 500 Most Valuable Brands ranking for eight consecutive years and reports a 2026 brand value of RMB 23.767 billion. The company also notes that the “好想你” trademark received a China Trademark Gold Award in 2017 in the trademark-utilization category.

Official communications indicate that in 2026, the company has been emphasizing a new-generation or “新质红枣” strategy alongside continued growth in its core jujube business. As of 2026, the strategic direction can be summarized as moving from “selling red dates” to “building a premium red-date category” and ultimately to “building a broader Chinese health-food company.”

Haoxiangni holds significance in the Chinese market for several reasons:

1. Consumer branding: It helped transform jujubes from agricultural products into a recognizable national packaged-food brand.
2. Emotional connection: The name “好想你” gives an otherwise ordinary agricultural product a highly memorable emotional message.
3. Industry standardization: Its involvement with national and international standards is a key part of its corporate identity.
4. Capital markets: Its 2011 Shenzhen listing made it a notable example of an agricultural and food company entering China’s capital markets.
5. Regional identity: Xinzheng and Henan’s association with jujubes has become integral to the brand’s storytelling and marketing.

It is useful to distinguish between the two entities:

• Haoxiangni (好想你): The consumer-facing brand.
• Haoxiangni Health Food Co., Ltd. (好想你健康食品股份有限公司): The corporate and legal entity operating the business.

The company uses “好想你” as both its corporate identity and its principal consumer brand. Its stock is also traded under the name “好想你” with ticker 002582.

1. 高端红枣好想你