Hu Ping, Chairman of Bei JiLing, an EU listed company, held a meeting and signed a strategic cooperation agreement with Li He, Secretary General of the World Schools League

On November 6, 2024, Hu Ping, Chairman of Bei JiLing, an EU-listed company, held a meeting and signed a strategic cooperation agreement with Li He, Secretary-General of the World Schools League, who was visiting at Dayue Jinnong Group Company.

Chairman Hu Ping expressed that Bei JiLing’s initial listing in the EU brought together several cross-border and cross-industry elites to explore international market opportunities. On behalf of all company employees, he extended a warm welcome to Secretary-General Li and wished them an enriching journey to experience the local Aronia. 

Hu highlighted that the localization, scaling, and commercialization of Aronia took decades of dedication across three generations, involving hundreds of thousands of people, culminating in today’s listing of the Aronia industry on the main board of the EU in Ljubljana. She described this milestone as a defining moment in internationalization and her own career journey, vowing to lead her team and numerous local farmers to strengthen the Aronia industry. Hu emphasized that the best way to help others is to first maintain one’s health and enhance one’s moral integrity, as these are the most sustainable ways to assist others.

Hu also stressed that post-listing, the company’s cooperation with various countries and regions would undoubtedly intensify and bear fruitful results. He pledged to uphold the company’s "Four Thousand, Four Ten Thousand" spirit—going to great lengths to achieve and maintain success. The company would persist in its principles of "harmonious coexistence and innovation," aiming for high-quality collaborations centered on brand internationalization, accessibility of products, specialized technology, and market-oriented operations, envisioning prosperity alongside global communities. Hu acknowledged Li He’s and Singapore’s MOMA International representative Hu Wenying’s long journey to discuss cooperation, marking a foundational step for expanding into Southeast Asia, Europe, and North America.

Secretary-General Li He expressed sincere gratitude for Hu’s warm hospitality. He praised the alignment of Bei JiLing’s strong industry, leadership, and team with the philosophy of "prosperity through synergy." He noted the advanced research on Aronia internationally, though few mature products exist. Observing Bei JiLing's efforts in developing a variety of Aronia products—freeze-dried powder, concentrate, wines, beverages, teas, candies, and cosmetics—he recognized the brand’s unique corporate culture as a significant draw for this visit. 

Li suggested a complementary goal for Hu’s domestic target of "1,000 cities and 10,000 stores": "100 countries and 10,000 outlets" in the international market. A journalist on-site proposed "Bei JiLing" as the perfect headline, receiving praise from all present.

During the meeting, Hu Wenying of Singapore’s MOMA International signed a cooperation agreement with Chairman Hu Ping, establishing Singapore as a hub to reach the Southeast Asian market. Hu also signed an agreement with a representative of Canada’s H-Wealth Group, appointing them to develop the North American market. Hu Wenying explained that Singapore, as an economic leader in Southeast Asia, offers a vast market with strong consumer capacity across densely populated countries like Myanmar, Thailand, Cambodia, Laos, Vietnam, the Philippines, Malaysia, Brunei, Indonesia, and East Timor, totaling over 625 million people. Additionally, cooperation between China and ASEAN countries has surged, with cumulative two-way investment exceeding $400 billion by July.

North America and Europe remain among the largest global markets. Health-conscious consumers in the US, Canada, and various European countries—such as the UK, Ireland, the Netherlands, Belgium, Luxembourg, France, Germany, Austria, Switzerland, Italy, Spain, and Portugal—present ideal market conditions for Aronia products, as they are already familiar with Aronia. This familiarity significantly reduces market education costs and positions Aronia products for extensive growth.

After signing the agreement, Chairman Hu hosted a welcome banquet for the Canadian and Singaporean guests. Li He enthusiastically praised the local Aronia wine, describing it as embodying both "health and wealth." He shared his hope that by the 2025 "10+3" ASEAN Summit in Malaysia, Bei JiLing's products would be enjoyed by attending state leaders.

On November 4, Li He offered several suggestions for Bei JiLing’s international expansion, including engaging in cross-border product finance, advancing international industry-academia-research initiatives, and entering the beauty and cosmetics market. To elevate brand recognition globally, he recommended establishing an overseas plant in Singapore to produce more value-added Aronia products and accelerating ISO and American FDA certification for the products.

For international sales, Li proposed an ambitious plan to open flagship stores in three different countries each month, aiming for 30 countries within one year and 100 countries within three years.

On November 5, Li and his team visited Bei JiLing's Aronia cultivation base in Dandong city Liaoning province, where the base manager, Mr. Hu, introduced them to the production and management processes and personally guided them in harvesting ripe Aronia berries. Mr. Hu’s wife prepared a traditional Dandong meal for the guests, who praised her culinary skills.

In appreciation, Hu from MOMA International presented Mrs. Hu with a precious gift from Singapore and, in a ceremonious gesture, referred to her as the “Aronia Mother” for her tremendous efforts. Mrs. Hu humorously replied with "Thank you" in English, learned during the company’s EU listing process, delighting everyone with laughter.

The company’s department heads, including Jiang Yujing, Zhang Shibing, Li Jian, Meng Mian, and Zhang Shuai, participated in these events.