In 2017, the Malaysian brand GanoExcel (Chinese name: Chidian) set up a wholly-owned subsidiary in Hong Kong, China, and authorized the Hong Kong subsidiary to enter the Tmall Global platform to open the GanoExcel overseas flagship store, and the novice bonded warehouse for shipment. GanoExcel entered China through cross-border e-commerce mode, which means that Chinese consumers can purchase GanoExcel products through formal channels.
GanoExcel was founded in 1983 by Leow Soon Seng, a Malaysian mycologist, with its headquarters in Astar, Kydah, Malaysia. In 1983, Leow Son Seng, the founder of Gano Excel, collected more than 100 kinds of ganoderma lucidum in the wild around the world, and began more than 30 years of ingenious breeding. So far, 52 generations of breeding have been completed, and high-quality and stable strains of Ganoderma lucidum have been cultivated.
In 1995, GanoExcel officially registered GanoExcel Industries Sdn. Bhd., established the GanoExcel brand, and became a global professional Ganoderma lucidum brand integrating the cultivation, production, research and development and sales of fresh Ganoderma lucidum. Since the establishment of the brand, GanoExcel has been committed to the research and development of high-quality fresh ganoderma products with modern scientific certification and natural organic. The factory cites the world's leading equipment for the production and processing of ganoderma lucidum, and sets up a number of scientific research laboratories, and employs multinational biological doctors to participate in the research.
GanoExcel organic ganoderma lucidum cultivation park is located in the original tropical rainforest of Malaysia, costing 50 million Malaysian dollars (about 80 million yuan), covering an area of 40 hectares, with 100 cultivation rooms, and an annual yield of 12 million ganoderma lucidum. The plantation is located in the tropics (6.36 ° N, 100.4 ° E), the temperature is kept at 25 ℃ - 32 ℃, and the air humidity is above 70%. The unique tropical rainforest climate is suitable for the growth of ganoderma lucidum.
In 1996, GanoExcel scientists innovated the vacuum low-temperature fresh extraction technology through decades of cross-research in genetics, natural organic chemistry, molecular biology, condensed matter physics and other disciplines, and soon put it into the research and development and production of ganoderma lucidum products. With the innovative technology of vacuum low-temperature fresh extraction, the market has been expanded to 11 countries including Southeast Asia.
In 1997, GanoExcel invented a series of fresh Ganoderma lucidum coffee products, opening the prelude to a new diet of Ganoderma lucidum. And in 2002, it entered the European and American markets with fresh Ganoderma lucidum coffee as the doorstep, quickly swept the European and American markets and became a fashionable drink pursued by young people. In 2010, GanoExcel established Gano+Laboratory and established cooperative relations with 6 scientific research institutes and laboratories in the United States, Japan, South Korea and other countries around the world. With fresh ganoderma lucidum as the core, GanoExcel has extended more than 100 products in three series of ganoderma lucidum drinks, fresh ganoderma lucidum and ganoderma lucidum daily use, and has successively passed GMP, HACCP, ISO9001 and other quality management system certification and FDA, Australia TGA, Singapore HAS and other certification.
In 2015, GanoExcel expanded its market to more than 100 countries and regions including the United States, Australia, Colombia, the United Kingdom, Singapore, etc. So far, GanoExcel has set up more than 100 business departments and more than 80 branches around the world, with more than 7 million partners all over the world, with sales of more than 650 million US dollars (about 4.16 billion yuan, 2017 sales data statistics). In 2017, it cooperated with UNITAR (United Nations Educational Research and Development Agency) to launch the research and development of Chinese herbal medicine, and jointly promote the research and development of Ganoderma lucidum industry.
In the development of the brand for more than 30 years, GanoExcel has been loved by consumers in different countries and regions by virtue of the characteristics of "fresh, nutritious and easy to absorb" of fresh ganoderma lucidum, and has become a recognized brand of ganoderma lucidum by global consumers. However, the Chinese market is still blank.
Before entering China, GanoExcel conducted in-depth market research, and the research and analysis showed that Chinese consumers' perception of Ganoderma lucidum still remained at the level of millennium Ganoderma lucidum and wild Ganoderma lucidum, and the backward technology of the industry still remained at the level of Ganoderma lucidum slices, Ganoderma lucidum ex-wall spore powder and other rough processed products. In order to build Chinese consumers' scientific understanding of Ganoderma lucidum, complete the corporate mission and promote the industrial technological innovation mission, GanoExcel officially named the brand "Chidian" in Chinese in 2017, and entered China through cross-border e-commerce mode.
According to statistics, from 2013 to 2014, China accounted for 22% of the people who died of cardiovascular and cerebrovascular diseases at the age of 35 to 46, and the United States accounted for 12%. According to the Talent Development Report of the Chinese Academy of Social Sciences, if Chinese intellectuals do not pay attention to the adjustment of sub-health status, in the near future, two-thirds of the people will die of diseases, and the youth of diseases cannot be underestimated. GanoExcel found that young people in China are paying more and more attention to health by investigating the health needs of young people in China. Based on the research conclusion, GanoExcel decided to consider the brand marketing and choose to launch fresh ganoderma lucidum, ganoderma coffee and other products more suitable for young people's consumption among more than 100 products.
In the early stage of China, GanoExcel Red Dot opened the first offline cross-border e-commerce experience center in Shenzhen, a young city in China. It is located in the commercial zone of high-end shopping centers. The decoration of the store is themed with the red rainforest. The fashionable design conforms to the visual aesthetics of young people, making the experience store once become the place of online red punch card. Interesting and diverse popular science and authentic Ganoderma lucidum display not only broke people's understanding of traditional Ganoderma lucidum, but also let Chinese young consumers directly contact and experience fresh Ganoderma lucidum products offline.
At present, the trend of the domestic ganoderma lucidum market shows that doctors and patients have a high recognition of ganoderma lucidum, but ordinary people rarely eat it in their daily life, which is in sharp contrast with the foreign market. Foreign countries consume ganoderma lucidum as a snack food, and the exported ganoderma lucidum tea, ganoderma lucidum drinks, and ganoderma lucidum biscuits are widely popular. Therefore, in the future, the deep processing of ganoderma lucidum is an important direction for domestic ganoderma lucidum enterprises to compete. At present, the products of domestic ganoderma lucidum enterprises in the market are seriously homogenized, the dosage form is monotonous, and many functions are repetitive, which is not conducive to the promotion of the whole market. For the development of high-end products such as fresh extracted ganoderma lucidum, which is better absorbed, there is a lack of domestic enterprises involved, and there is still a large gap compared with Japanese, European and American enterprises. GanoExcel Red Dot, as a fresh ganoderma lucidum brand with high popularity and leading sales volume overseas, has obvious product differentiation, safety and effectiveness, and stable and controllable quality, providing a better choice for Chinese young consumers in health drinks.
