In a recent interview with CCTV’s Business Focus program, part of the Financial Time series, Zheng Longqing, Chairman of Tianjin Enon Food Co., Ltd., outlined his vision for transforming Enon Chocolate into China’s leading domestic chocolate brand. Speaking from the company’s base in Wuqing Economic Development Zone, Zheng emphasized innovation, cultural resonance, and strategic capital investment as the pillars of Enon’s growth in a market dominated by international players.
Since chocolate’s global debut in 1828, it has become a symbol of indulgence and emotion. In China, with its 1.4 billion consumers, the chocolate market is expanding at an annual rate of 10–15%, with a potential value of 20 billion RMB. Against this backdrop, Enon has carved out a distinct identity through superior craftsmanship, pure ingredients sourced from Brazil and Ghana, and a silky texture that resonates with local palates. “We must differentiate ourselves,” Zheng stated. “Only by offering unique, personalized products can we compete and earn consumer loyalty.”
This philosophy is evident in Enon’s product strategy. The company recently launched fun, interactive packaging designs that combine taste with playfulness, appealing to younger demographics. Looking ahead, Enon is developing a health-focused “Five-Grain Highland Barley Chocolate,” utilizing freeze-drying technology to preserve nutrients in ingredients like mung beans, soybeans, corn, and high-altitude barley—known for its potential benefits in preventing diabetes and fatty liver disease. This product is slated for market release this year.
Zheng also highlighted the critical role of capital and talent in scaling the business. In 2015, Enon secured its first round of funding from Shenzhen Capital Group (SCGC), which acquired a 15% stake. Plans are underway for a Series B round in 2017, with the ultimate goal of listing on the Shenzhen Stock Exchange within three to five years. “Relying solely on our own resources would make it extremely difficult to build a strong domestic brand,” Zheng explained. “Capital injection, combined with internal management improvements and product innovation, is essential.”
Beyond financial strategy, Zheng underscored the emotional and cultural dimensions of chocolate. The slogan “Enon, Where Affection Runs Deeper” reflects the brand’s commitment to embedding itself in moments of family, romance, health, and gifting. Internally, this ethos is reinforced by an employee stock ownership plan, where 10% of shares are allocated to staff, fostering a sense of belonging and shared purpose.
In the digital arena, Enon has rapidly expanded its e-commerce presence since establishing its Tmall flagship store in 2010 and fully committing to online operations in 2014. By building a young, professional e-commerce team, the company has achieved rapid growth and aims to surpass 100 million RMB in online sales within the next three to five years. This digital push is part of a broader mission to compete directly with global brands on equal footing and break their monopoly in the Chinese market.
Today, Enon operates five major production lines covering chocolates, baked goods, and industrial confectionery, with products available in bulk, gift boxes, and specialty formats. As Zheng concluded, “Our mission is to revitalize China’s food industry. We are steadily advancing toward becoming the nation’s top chocolate brand.”
