HAOXINXIANG FOOD
Chen Xuefan
Founder of Chongqing Haoxinxiang Food Technology Co., Ltd.
Co-founder of Chongqing Zhuangyuanhong Food Technology Co., Ltd.
Co-founder of Hubei Jingshanding Food Technology Co., Ltd.
Founder of Chongqing Lingkaosi Catering Management Co., Ltd.
Founder of Chongqing Huolaoer Food Material Supply Chain
Co-founder of Chongqing Haoxinxiang Catering Training Management
General Manager of Chongqing Haoxinxiang Catering Development Management
Son of the Three Gorges
Personal honors:
National senior technician for Chinese cuisine Chongqing cooking master First-grade judge in Chinese catering industry
A team member for cooking “Wanzhou Roast Fish King” in 2018
National senior evaluation officer for vocational skill appraisal
Gold member of New Star Club under Famous Chef Special Committee of China Cuisine Association
Gold award winner for Zhanwang Cup 2nd National Chinese Culinary Skills Competition on hot dishes
Gold award winner for the 2009 First Three Gorges Reservoir Region Skills Competition
Gold award winner for the 2004 2nd Taibai Cup (both individual and group)
Gold award winner for hot dishes and team competition in Chongqing Wanzhou District 2004 Shancheng Beer Cuisine Cultural Festival Xingmao Culinary Skills Competition
Chen Xuefan
He started dabbling in the catering sector in 1993 as an ordinary kitchen worker and has finally become a famous industry figure thanks to his spirit of hardworking and endeavor to perfect his skill. While having a solid foothold in Wanzhou, he has a special fascination to Wanzhou Roast Fish and chooses it as a lifelong career. Therefore, he has made painstaking efforts to study how to standardize roast fish cooking techniques and how to make eaters both at home and abroad have access to authentic Wanzhou Roast Fish. No matter operations in restaurants or factories, pan-fired roast fish seasonings or standardized mechanical stir-fried ones, raw materials are strictly selected, top product quality is pursued and historic culture is incisively and vividly presented in restaurants. “Shangziwei, Haoxinxiang (emphasis on taste, preference to spicy flavour)” originated from the annals of Shu Han in Chronicles of Huayang. Sichuan salt and seasonings make Sichuan Cuisine have a myriad of tastes, natural and distinctive. Wanzhou Roast
Fish, which began to prevail in the Eastern Han Dynasty, is being interpreted from a cultural dimension. “Kao Yu Shang Zi Wei, Chu Le Hao Xin Xiang” in Wanzhou echoes well historic records.
Wanzhou in Chongqing is famous for roast fish, while “Wanzhou Roast Fish” is a household name. According to the 2023 CBNData report on Chinese roast fish industry insight, China had seen 16,922 newly opened roast fish restaurants from January to April 2023, and the number of roast fish restaurants across the country over the period from May to December 2023 totaled 82,000. While Wanzhou Roast Fish has become a famous national brand, there is no single brand of Wanzhou Roast Fish with more than 100 chain restaurants located across the country. In 2019, Mr. Chen Xuefan and Mr. Zhang Mengquan co-founded the brand “Chu Le Hao Xin Xiang”. In 2023, the brand “Hao Xin Xiang Wanzhou Roast Fish”, run by Mr. Chen Xuefan, was unveiled in Tianshengcheng, Wanzhou. Hao Xin Xiang Wanzhou Roast Fish highlights culture, taste, nutrition and fresh fish. Underpinned by the factory of Chongqing Zhuangyuanhong Food Technology Co., Ltd., the brand pursues standardized quality and taste, places emphasis on quality, R&D, homology of medicine and food, health, flavour diversity and easy cooking. Having the potential for chain development and expansion, the brand has the plan to launch 500-1,000 cooperative chain restaurants.
Zhang Mengquan
Founder of Chongqing Haoxinxiang Food Technology Co., Ltd.
Founder of Chongqing Zhuangyuanhong Food Technology Co., Ltd.
Co-founder of Hubei Jingshanding Food Technology Co., Ltd.
Co-founder of Henan Haoxinxiang Supply Chain Management Co., Ltd.
Co-founder of Chongqing Haoxinxiang Catering Training Management
Co-founder of Sichuan Xiangla Paidang Food Co., Ltd.
Co-founder of Hanyuan Xiya Youxuan E-commerce Co., Ltd.
Vice chairman of Wanzhou Catering Association
Son of the Three Gorges
Personal honors:
National senior technician for Chinese cuisine
National senior technician for Western cuisine Chongqing cooking art master World famous chef for Sichuan cuisine
Registered Chinese cooking chef
National vocational skills competition judge
National vocational skills evaluation officer
Senior hotpot saucier International judge for Chinese-style hotpot vocational
skills competition
Senior food R&D engineer
Born in beautiful Wanzhou, Chongqing, a district famous for Chinese roast fish, Mr. Zhang Mengquan started dabbling in the catering sector in 1996 as an ordinary kitchen worker. Through his painstaking efforts and endeavour to perfect his cooking skills, he has finished undergraduate studies while working after graduating from the junior high school, then worked as a cook and took part in grading tests to become a senior food R&D engineer, and later become a senior corporate executive before taking the helm of his own business. From 1999 to 2023, he has attended many municipal, national or international level professional contests and come off with honors such as gold awards and the most distinctive award. Over the years, he has trained hundreds of industry professionals, and provided training services to tens of thousands of Chinese catering enterprises. Furthermore, he has won a myriad of honors and titles, including chairman of catering associations, the Son of the Three Gorges, national level judge, national senior technician for both Chinese and Western cuisine, Chongqing cooking art mater, China cooking chef, senior hotpot saucier, senior food R&D engineer, national evaluation officer, vocational skills competition judge and international judge for Chinese-style hotpot vocational skills competition.
Over the years, he has guided and helped many overseas businesses. To name a few, he has assisted Australia-based Old Peking Catering Group in developing standardized seasonings. His engagement in building a food processing factory in Thailand and efforts to break technical barriers for the standardization of Chinese cuisine robot chefs in the UK have greatly helped improve catering standardization overseas and boost corporate development. For the past years, products developed by him have sold well in Australia, Indonesia, Malaysia, Thailand, Singapore, Japan, the UK and Myanmar.
At the early stage of his catering career, Mr. Zhang Mengquan set about research on catering standardization and food R&D ranging from initial food R&D like standardized seasonings and pre-made food to breakthroughs in food bio-enzyme and fermentation technology. He has chosen catering out of passion for food industry. Despite beset with difficulties, he has stayed persevering and marched forward.
Recalling his history of entrepreneurship, Mr. Zhang Mengquan says he has accumulated 28 years of experience and assumed many kitchen roles like a porter, a chopper, a dishwasher and even a cleaner before becoming a famous industry figure. In the course of starting his own business, he has engaged in computer software and hardware development, Chinese cuisine, Western cuisine, hotpot and snacks. He has finally chosen food R&D as his career target. To achieve the target, he has launched such brands as “Chu Le Hao Xin Xiang”, “Zhang Shi Xiong”, “Zhen Cai Shi Liao” and “Wei Zai Zhuang Yuan Hong” and set up supply chain companies, sales companies and factories across the country. In his opinion, our life is never short of opportunities, but there is a lack of persons who are good at discovering opportunities. It also applies to entrepreneurship. It is important to set our mind on one task, hold on to the last and follow our conscience and altruism.
Wanzhou in Chongqing is famous for roast fish, while “Wanzhou Roast Fish” is a household name. According to the 2023 CBNData report on Chinese roast fish industry insight, China had seen 16,922 newly opened roast fish restaurants from January to April 2023, and the number of roast fish restaurants across the country over the period from May to December 2023 totaled 82,000. While Wanzhou Roast Fish has become a famous national brand, there is no single brand of Wanzhou Roast Fish with more than 100 chain restaurants located across the country. Born in Wanzhou, Zhang Mengquan has decided to start his business in Wanzhou in an attempt to contribute his share to Wanzhou Roast Fish. Mr. Zhang Mengquan and Mr. Chen Xuefan co-launched the brand “Chu Le Hao Xin Xiang” in 2019. The roast fish seasonings factory of Chongqing Zhuangyuanhong Food Technology Co., Ltd., invested by Zhang Mengquan in 2021, was put into production in 2022.
Company profile
Chongqing Zhuangyuanhong Food Technology Co., Ltd. (The Company), a modern factory that integrates scientific research, production and operation, executes to the letter the HACCP certification system and abides by product system tracing management. By introducing domestically advanced manufacturing equipment and intelligent control facilities, the Company boasts an annual production capacity of 20,000 tons. With a scientific research team composed of many doctor and master degree holders on food biotechnology and senior food R&D engineers, the Company collaborates with multiple Chinese colleges and universities to build scientific research and training bases to work out in an efficient manner solutions to varied product issues. The Company’s application team, which consists of a number of registered Chinese cooking chefs and senior technicians, is able to solve issues and provide services for more catering clients. Since its inception, the Company stays committed to the belief that it is essential to ensure food safety and bolster service management to improve corporate reputation, make clients increasingly satisfied and produce healthy products.
Corporate culture: committed to the standardization of Chinese cuisine, dedicated to promoting industry development and facilitating the development of the catering sector.
Corporate vision: based in Wanzhou and reach out to the world.
Corporate spirit: work hard, dare to take responsibilities, pursue the truth and be pragmatic, be down-to-earth.
Core values: honesty, responsibility, efficiency, innovation, altruism, enhancement.
Product culture: painstaking scientific research, genuine materials.
Service tenet: put people first, give priority to clients, help clients work out solutions to issues.
As an entrepreneur, I am always committed to promoting scientific and technological innovation and social development. I believe that innovation provides an important impetus for social progress. Therefore, I continue to pursue innovations and work hard to apply them into practice. Meanwhile, I am keenly aware that a company has to fulfill its social responsibility in the course of development. Every employee in our company should be modest, positive and benevolent, respect the old and cherish the young, take family responsibilities, make friends in a sincere way, contribute to society, treat comrades as brothers and sisters, and see clients as family members and relatives.