Liaoyu Chinese New Year product launch features salmon, ready meals

Published on
January 17, 2018

The Spring Festival marketing spree is in full swing at one of China’s leading fisheries companies with the launch of a gift box that includes croaker, sea cucumber, and salmon.

State-owned Liaoning Province Dalian Ocean Fishery Group Co. (also known as Liaoyu)  is selling the gift boxes under its “Yuan Yang” brand. The company introduced the new product at a glitzy Chinese New Year marketing event for vendors to mark the 10-year anniversary of the launch of the brand. Liaoyu also showcased other new products it recently introduced, including the “Seafood Family” ready-cooked seafood meals aimed at families.  

Boasting one of the country’s largest fishing fleets and extensive processing facilities, Liaoyu has been keen to move into higher-value product distribution activities. 

The company’s headquarters was recently visited by Zhang Xian Liang, the head of fishery administration at China’s Agricultural Ministry. Liaoyu Chairman of the Board Yang Wei Xin told Zhang that his firm has the “most complete value-chain” of any Chinese fishing company.

Contributing Editor

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