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ร�ย ร�ย Xi Mai 1994, came to China from Australia in the world, tourism city - Guilin in mainland China started the health food industry. Ximai of "concern about health care for the family" as the enterprise mission, adhering to the "honest, pragmatic, innovative, win-win" business philosophy, vision rooted in China to implement the localization strategy, to take a prudent, flexible and personalized financial and as a business model, and to oversee the development of the industry acting style, forge ahead, continuous innovation, China's grain to create an outstanding representative of the food industry.
10 years, Ximai network in the market building, brand communications, product development, team building and achieved so that the performance of peer attention, especially in 2001 - 2005 "second pioneering" in the initial build a modern business Ximai management, standardization of marketing, optimize the industrial structure, capital operation and human resources management, five platform for Ximai career development has laid a solid foundation.
The face of China's new round of economic peaks and the Beijing Olympic Economy tide Ximai right followed by branding, localization, internationalization strategy had a clearer understanding of the more strengthened based on China's enormous market, determined on the health of oats and cereals Food confidence and determination. 2006 - 2010 development plan, will Ximai products from the "hot food oat-food" extends to "cold cereal food" area, construction Pan-Yangtze River Delta, the Pan-Beijing triangle, the three major marketing center of the Pan-Pearl River Delta, through the developed urban agglomeration economic circle formation to play a point-like radiation and lead Ximai improve the overall performance of the national market. At present, the Ximai built in China, two industrial parks: Guilin, Xi Mai Industrial Park, Hezhou Ximai industrial parks, and formed with Guilin, Beijing and Guangzhou as the core product development, information center.

Health is the eternal pursuit. From Australia to China, Xi Mai "concerned about the health care family," corporate mission remains unchanged: the insistence of high quality, nutrition and delicious combination of harmony, bringing countless consumers "healthy, safe, fun," the value of experience.
Xi Mai, a reputation, loyalty, a leading brand, one aspires to be a "family of healthy choices" brands.
Ximai brand goal is in 2006 - 2010, China's food industry in the field of cereal brands, in some product areas subdivided into small giant.
Xi Mai brand is the cornerstone of sustainable development is to always adhere to Ximai development. Brand product sales and market share is based on cumulative, so Ximai will increase brand-building efforts, with emphasis on visibility and reputation aspects should strive to create.
Adhere to the localization of brand building and international integration. Localization is to based on China's enormous market, according to China's national conditions and consumer habits, preferences and moral standards of building brand image, the internationalization is to act as international brand-building procedures, the harmonization of products and services, unified brand essence, identity and values, unity the strategic principles and market positioning.

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