Recently, the launch event for Beijier Beef by Jinxing Group was held in Zhengzhou. The fresh and delicious beef immediately caught the attention of customers from all over the country, indicating that Beijier Beef has completed its entire industry chain layout and is officially entering the market. At the event, Jinxing Group Vice Chairman Zhang Feng stated that Beijier Beef is committed to offering nutritious, safe, and authentic high-quality beef without injecting water into fresh meat or adding glue to braised meat.
Henan Beijier Meat Products Co., Ltd. also outlined its future development goals at the event: to become the number one brand of braised beef in Henan and a leading brand in China. Industry insiders believe that with the strong market entry of Beijier’s high-quality beef, the current landscape of the provincial beef market is poised for significant change.
Beijier Says No to Industry Malpractices
In recent years, the domestic beef market has been plagued by scandals involving injected water and glue in meat, severely impacting consumer health. At the launch event, Zhang Hailin, an expert in Chinese culinary studies and President of the Henan Province Catering and Accommodation Industry Association, critically addressed these issues.
Zhang Hailin also expressed admiration for Beijier’s solemn commitment on its first day of launch: “No water injected into fresh meat, no glue added to braised meat.” He emphasized that in the fast-developing catering industry, many substandard products have emerged, causing regret and concern. The catering industry is a livelihood and ethical industry. Companies that maintain quality, integrity, and treat consumers sincerely are worthy of support. Jinxing Group’s dedication to quality in Beijier Beef is commendable, and the Henan Province Catering and Accommodation Industry Association will support Jinxing, Beijier, and the development of Beijier’s beef products.
The Beijier Beef project was initiated in 2021. That year, Henan Xuehua Red Cattle Farming Co., Ltd., serving as the Beijier Beef breeding base, was completed and put into production. The project is located in Anliang Town, Jia County, Pingdingshan, covering over 500 acres, with 28 cow sheds and over 12,000 cattle. The biggest feature of Beijier Beef is its self-owned farms, ensuring meat quality from the source, with all cattle sourced from its own farms.
Anliang Town in Jia County, where Henan Xuehua Red Cattle Farming Co., Ltd. is located, lies at the foot of Mount Daliu in the Funiu Mountain Range. This area boasts a unique natural environment with selenium-rich soil, ample sunlight, and clean water, ensuring the high quality of beef from the feed source. To meet the demand for high-quality beef, Beijier uses grain feeding methods, scientifically mixing silage, corn, soybean meal, distiller’s grains, wheat bran, and red dates without adding any hormones or antibiotics. The beef is marbled, flavorful, and rich in protein and amino acids.
Beijier Beef’s breeding base has a unique advantage in distiller’s grains, provided by Jinxing Beer. The cattle consume fresh distiller’s grains daily, which retain high nutritional content, including around 25% crude protein. The red cattle in Jia County, fed with these distiller’s grains, have shinier coats and better meat quality. The breeding base also selects cow shed locations with strict criteria for sunlight, ventilation, and drainage, ensuring optimal living conditions for the cattle.
Beijier Beef’s cattle are of premium breeds, including Jia County Red Cattle and Simmental Cattle. Jia County Red Cattle, a renowned breed in China, received the “National Agricultural Product Geographical Indication” in 2020 and was named the “High-Quality Beef Production Recommended Breed” at the first China Beef Quality Beef Appraisal Conference the same year. The imported Simmental Cattle, originally from the Swiss Alps, are known for their large size, fast growth, and high meat yield, with tender and juicy meat that is easily absorbed and popular worldwide.
“Food is the paramount necessity of the people, safety is the first priority in food, quality is the foundation of safety, and sincerity is the root of quality.” According to Zhang Feng, Beijier Beef is Jinxing Group’s first major cross-industry product in 41 years, with Chairman Zhang Tieshan investing considerable effort into it. Collaborating with multiple professional institutions, the company has conducted extensive research on breeding, slaughtering, and braising processes to create a high-quality national beef brand. The commitment to “no water injected into fresh meat, no glue added to braised meat” is the company’s baseline for quality, with “nutrition, safety, and reassurance” as its mission.
Jinxing Group chose Jia County for its breeding base due to the fame of its red cattle, especially the highly regarded snowflake beef, symbolizing high-end beef. According to Feng Lunping, General Manager of Henan Xuehua Red Cattle Farming Co., Ltd., Jia County Red Cattle beef is known for its bright red color, white fat, tender texture, juicy meat, and high nutritional value, comparable to Japanese Wagyu. The unique conjugated linoleic acid in Jia County Red Cattle beef, which helps melt fats and soften blood vessels, has earned it the title “King of Beef,” with over 58% of its fatty acids being unsaturated. The Simmental Cattle, known for their large size, fast growth, and high meat yield, also contribute to Beijier’s high-quality beef offerings.
From its inception, Beijier set out to develop a full industry chain model, encompassing cattle breeding, slaughtering, meat processing, cold chain storage, cold chain transportation, terminal sales, feed processing, and cattle breeding. During the breeding process, each cow has a unique ear tag, with dynamic records of age, weight, vaccination status, and feed information, ensuring traceability and real-time monitoring for any issues. Beijier strictly adheres to the “Agricultural Product Quality Safety Standard System, Quality Safety Traceability System, Monitoring and Evaluation Early Warning System,” deeply implementing food safety protocols at every stage.
Beijier’s braised beef products are renowned for their rich flavor and tender texture, achieved through meticulous selection, recipe, and process. The beef is marinated with a blend of dozens of spices, including star anise, Sichuan peppercorns, and cinnamon, following traditional methods and slow-cooked to enhance flavor. Using 121°C high-temperature sterilization and vacuum aluminum foil packaging ensures the beef retains its original taste. Every step, from production, slaughtering, braising, to quality control, is standardized to ensure consumers enjoy nutritious, safe, and reliable beef.
At the launch event, Jinxing Group’s Vice General Manager and Marketing Center General Manager Lü Xiaopeng stated that Beijier Beef aims to build a comprehensive sales network across all channels, achieving both online and offline growth. The goal is to establish Beijier as the leading braised beef brand in Henan and a top brand in China.
Currently, Beijier Beef has entered markets in Henan, Shanghai, Zhejiang, Jiangsu, Anhui, Jiangxi, Hunan, and Hubei. With the addition of braised products and leveraging Jinxing Beer’s mature sales network, Beijier Beef is poised to rapidly expand nationwide, influencing the market trends and dynamics of the beef industry across China.
