---
title: "China's No.1 Organic Oat Brand: How Distributors Can Choose the Right Track and Seize the Opportunity in a Billion-Yuan Market?"
description: "As food safety becomes a global focus, organic food is gaining popularity. The organic oat market in China is growing rapidly, presenting a promising opportunity for distributors. Yinshan Youmai, as China's leading organic oat brand, offers advantages in golden production areas, full industry chain, domestic naked oats, fresh harvest, and omnichannel distribution, making it an ideal choice for distributors."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2024-08-14"
categories: "Brand Marketing, Dealer Operations, Management & Methods"
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original_source: "https://mp.weixin.qq.com/s/Sv0W9bzaS7DPPX2xWooDnw"
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citation: "New Distribution. “China's No.1 Organic Oat Brand: How Distributors Can Choose the Right Track and Seize the Opportunity in a Billion-Yuan Market?.” New Distribution, 2024-08-14. https://xinjignxiao.com/en/articles/china-s-no-1-organic-oat-brand-how-distributors-can-choose-the-right-tra-94786ec4/"
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# China's No.1 Organic Oat Brand: How Distributors Can Choose the Right Track and Seize the Opportunity in a Billion-Yuan Market?

> As food safety becomes a global focus, organic food is gaining popularity. The organic oat market in China is growing rapidly, presenting a promising opportunity for distributors. Yinshan Youmai, as China's leading organic oat brand, offers advantages in golden production areas, full industry chain, domestic naked oats, fresh harvest, and omnichannel distribution, making it an ideal choice for distributors.

Food is the first necessity of the people. In today's fast-paced society, food safety has become a global focus. From farm to table, every step concerns public health. As the food supply chain becomes increasingly complex, ensuring food is free from contamination, free from excessive additives, and maintaining nutrition and freshness has become a systematic challenge. **Emphasizing food safety has also become the foundation for the long-term development of brands and distributors.**

**Rising Health and Safety Consumption Awareness**
**Favorable Trends for Organic Food Development**
With the gradual deepening of national health concepts, food consumption demands are quietly transforming, upgrading from basic needs for food and clothing to quality enjoyment, and further focusing on the higher level of health and wellness. Especially in the post-pandemic era, people have begun to reflect on their current lives. Organic food, as a synonym for healthy eating, has received unprecedented favor from consumers. With the continuous growth of organic food demand, the market size of the organic food industry is rapidly expanding. According to data from the State Administration for Market Regulation, the market size of organic products in China grew steadily from 2017 to 2021, and in 2022, China's organic product sales reached 87.76 billion yuan. Therefore, when selecting products, distributors should prioritize consumers' health needs. **The organic food sector is currently showing rapid growth momentum and is undoubtedly a preferred track worth deep cultivation for distributors.**

The consumer group of organic food is mostly high-income people who have strict requirements for food safety and health, but there are still many people with misunderstandings about organic food. So, what is truly organic food? Organic food refers to **food that completely follows natural laws and ecological principles during production, does not use chemically synthesized pesticides or fertilizers, and does not use genetically modified technology.** These foods have strict standards during planting and processing, and must be reviewed by professional certification bodies before they can be labeled as organic products. Therefore, organic food is at the **highest level** in China's food safety classification.

**Rapid Growth of the Oat Industry Scale**
**Organic Oat Category Opens a New Blue Ocean**
The "Healthy China 2030" Planning Outline issued by the Central Committee of the Communist Party and the State Council clearly states that we must fully promote the construction of a healthy China and improve the health level of the people. At the same time, the "Dietary Guidelines for Chinese Residents" also recommends "adhering to a balanced dietary model based on grains, with a daily intake of 200-300g of grains, including 50-150g of whole grains and miscellaneous beans." **Under the dual incentives of national policy guidance and high public health awareness, oats, as one of the world's top ten nutritious and healthy foods, have seen increasing industry attention, market heat, and consumption potential year by year.** According to the "2024-2030 China Oat Industry Market Comprehensive Assessment and Future Trend Forecast Report" by Zhiyan Consulting, China's oat demand reached 1.0702 million tons in 2023, while domestic oat production is currently maintained at around 600,000 tons, so a large amount of imports are needed each year. In 2023, China's oat imports reached 470,400 tons, a year-on-year increase of 20.61%, hitting a record high in the past decade. According to data compiled by the Prospective Industry Research Institute, by 2023, the market size of oat flakes in China had grown to over 10 billion yuan. Referring to the market size of the oat industry in developed countries in Europe and America, combined with population size, per capita consumption of oat flakes, and the current trend of expanding consumption scenarios for oat flakes in China, the Chinese oat flakes market is expected to continue growing, and the market space will further expand.

With the booming demand and rapid growth of the industry scale, the healthy grain food track of oats is attracting more and more enterprises to enter. Among them, **organic oats**, with their unique health attributes and wide recognition, are opening up a new blue ocean market. There is no doubt that the current food industry is developing more rationally, with more opportunities in various sub-tracks. Among them, high-quality, healthy, and nutritious organic oat products are developing strongly. Distributors should combine their own development with industry development, actively take action according to consumer needs, and seek better development.

**Five Major Advantages Work Together**
**Forging China's No.1 Organic Oat Brand**
**Yinshan Youmai** was founded in 2015, and from the beginning, it was positioned with characteristics such as **"domestic," "organic," and "fresh grain,"** vigorously developing the full industry chain of domestic naked oats. After nearly ten years of efforts, Yinshan Youmai has emerged as a standout in China's oat industry with five major advantages: golden production area, full industry chain, domestic naked oats, fresh harvest of the current season, and omnichannel layout, becoming **"China's No.1 Organic Oat Brand" and "China's Leading Naked Oat Brand."**

**Advantage 1: Golden Production Area**
Yinshan Youmai is located in Ulanqab City, **"the Capital of Chinese Oats,"** which has a history of oat cultivation of over a thousand years, with a stable planting area of about 1.5 million mu, making it the region with the largest planting area and output among prefecture-level cities in China. Ulanqab City is located at 40°-43° north latitude, belonging to the high and cold mountainous area of northern Saibei, with an average altitude of 1,400 meters, annual sunshine duration of 3,000 hours, large temperature differences between day and night, simultaneous rain and heat, and rich soil organic matter. It is the golden production area for world naked oats. At the same time, due to fewer mineral resources and relatively lagging industrial development, it has large areas of pure and pollution-free land. As of 2023, Yinshan Youmai has certified 78,000 mu of organic oat land locally, adopting natural organic planting methods without chemical pesticides or fertilizers, **ensuring the quality and safety of oat raw grains from the source.**

**Advantage 2: Domestic Naked Oats**
Yinshan Youmai selects domestic naked oat varieties, which have obvious advantages in main nutritional components such as **protein and β-glucan** compared to the common imported hulled oats on the market.

**Advantage 3: Fresh Harvest of the Current Season**
Yinshan Youmai only uses fresh grains from the current season, with one crop per year, harvested, processed, and sold in the same season. Moreover, its processing plant is adjacent to the core oat production area, achieving a seamless connection from field to factory. This unique layout greatly shortens the distance between oat harvesting and processing, effectively reducing losses and time delays in grain transfer, **and can lock in the freshness and nutrition of oats in the shortest possible time.**

**Advantage 4: Full Industry Chain**
Yinshan Youmai has built a full industry chain for domestic naked oats integrating oat breeding, planting, processing, warehousing, logistics, and sales. **In terms of breeding and planting,** Yinshan Youmai relies on the advantages of its parent company Minfeng Seed Industry, continuously introducing, selecting, and promoting oat varieties suitable for the local area. Since 2023, its Zhuozi Farm has undertaken the only national-level regional oat seed breeding base project in China. At the same time, Minfeng Seed Industry has 50,000 mu of self-owned farms, which well guarantees the supply of oat raw grains. **In terms of processing,** Yinshan Youmai has invested 250 million yuan to build an internationally leading self-owned oat food processing plant, laying a solid foundation for large-scale, high-quality oat product production.

**Advantage 5: Omnichannel Layout**
Yinshan Youmai is based in Inner Mongolia and faces the world. It has completed sales market layout in 30 provinces and more than 110 cities through offline channels, while achieving continuous rapid growth in e-commerce channel sales. **In 2023, Yinshan Youmai's sales ranked TOP1 in the organic oat category on platforms such as Tmall and Douyin.** Around the product development concept of "Oats+", Yinshan Youmai has developed five major product series: staple food, instant, leisure, functional, and gift boxes. At the same time, it focuses on the segmented track of organic oat flakes, creating quality differentiation for high-end consumer needs. Currently, star products such as **"Organic Pure Oat Flakes" and "Organic Large-Grain Oat Flakes"** have won widespread consumer trust and praise due to excellent product quality and authoritative organic certification. **Its Douyin flagship store's 1.123 million customers gave a product experience rating of 5.00, higher than all peers.** In the wave of the booming oat industry, Yinshan Youmai, as a **"National Key Leading Enterprise in Agricultural Industrialization" and "National High-Tech Enterprise,"** will continue to deeply cultivate domestic naked oats and bring higher-quality products to consumers. At the same time, it will drive the large-scale and modern development of the oat industry, with an open and cooperative attitude and a spirit of continuous innovation, working hand in hand with partners to explore and create mutually beneficial new growth points.

**In 2024, Yinshan Oats is accelerating national franchise recruitment.**
**The company adheres to the principle of long-termism and develops together with customers. To grow quickly together, the company is implementing multiple brand marketing and promotion policies:**

> **1. Strengthen multi-brand publicity (combining online new media seeding and building elevator advertising);**
>
> **2. Sufficient promotion expenses to help store sales;**
>
> **3. Excellent business and shopping guide factory base traceability tours and systematic training to help deeply understand product differentiated selling points and company situation;**
>
> **4. Professional guidance from the manufacturer's business team.**


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## Citation metadata

- Publisher: New Distribution
- Author: New Distribution
- Published: 2024-08-14
- Canonical: https://xinjignxiao.com/en/articles/china-s-no-1-organic-oat-brand-how-distributors-can-choose-the-right-tra-94786ec4/
- Original source: https://mp.weixin.qq.com/s/Sv0W9bzaS7DPPX2xWooDnw

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