Four Decades of Household Protection
Fujian Jinlu Daily Chemical Co., Ltd. is a well-known brand enterprise in China's daily-chemical industry. Founded in August 1981 in Nan'an, Quanzhou — a city celebrated as the 'Littler Land of Confucian Learning by the Sea' — the company has grown over four decades of diligent entrepreneurship into a cross-regional, cross-sector, diversified economic entity: an enterprise group integrating industry, trade, culture & entertainment and services, with branches in Jiangxi, Fuzhou and beyond. The Jinlu Industrial Park covers more than 100,000 m², with a magnificent first-class office complex, a garden-style campus, advanced equipment and a powerful logistics network. This vast modern building complex and its supporting facilities are the crystallization of Jinlu's years of hard work — and the solid backing for its charge into the market. The soaring Jinlu blooms like a rare flower in the forest of Chinese enterprises.
Rooted in China and facing the world, Jinlu has introduced advanced technology and equipment from Japan and the United States. Our products span five major household insect-control series — Goldeer mosquito coils, insecticidal aerosols, electric mosquito mats, electric mosquito liquids and linear coils — with over one hundred varieties. Guided by the principle 'an enterprise is worth its existence only when it benefits society', four decades of exploration and enterprise have won abundant fruit through quality. As early as 2002, the 'Goldeer' trademark became the first 'China Well-Known Trademark' recognized by SAIC in the daily-chemical industry. In 2006, Goldeer spiral coils were named a 'China Top-Brand Product'. The Goldeer range has passed China Environmental Labeling certification and ISO 9001, and is favored by consumers for its stable, reliable quality. Jinlu has also gathered 500+ honors, including the 21st Geneva International Invention Award, National Contract-Honoring & Creditworthy Enterprise, National Model Workers' Home, National Light-Industry Excellent Enterprise, State Protected Famous Product, National High-Tech Enterprise, National Specialized & Sophisticated 'Little Giant', '70 Brands of the 70th Anniversary of the PRC', and a series of Fujian provincial honors.
To survive and to grow a brand, an enterprise must innovate. We implement the marketing strategy of 'product quality as the base, advertising as the guide, sales service as the offense, and business reputation as the guarantee', and have built a sales network covering all 31 provinces at home and radiating to 30+ countries abroad. Consumer-oriented and attentive to after-sales service, we let consumers' needs define our direction of service.
Jinlu's take-off has drawn close attention from departments and leaders at all levels — Xi Jinping, Xiang Huaicheng, Lu Zhangong and others have visited Jinlu Group and spoken highly of its development. Amid the honors, Jinlu carries forward its enterprise spirit of 'Gratitude, Integrity, Innovation, Sharing, Teamwork', striving forward in a pragmatic style, constantly self-improving in competition and constantly elevating itself in development.
Aug 1 — Nan'an County Mosquito-Coil Factory officially opens, producing the Rongji brand coil under director Zhang Hua'an with 18 staff.
Nov — OEM mosquito-coil production begins for Hangzhou Yongxin Chemical Works ('Liegu' brand).
Sep — pyrethrin introduced from Japan; Goldeer premium mosquito coils developed, opening the market with 'highly effective, non-toxic'. Oct — a self-penned slogan at the Zhengzhou national trade fair wins orders from distributors in nine provinces and cities, and the premium coil breaks through in sales.
May 1 — Director Zhang Hua'an receives the Fujian May 1st Labor Medal (1984) from the provincial federation of trade unions.
Jan — the Goldeer premium coil wins an Innovation Award at the Quanzhou exposition of provincial small commodities. Dec — Zhang Hua'an is named a Fujian Advanced Individual in Work Safety.
Nov — a Japanese electric mosquito-mat production line is imported; profitable in its very first year, accelerating the company's growth.
Dec — the Goldeer premium coil wins the Fujian Excellent New Product Award and is named both a Fujian Quality Product and a national light-industry Quality Product.
Mar — the factory's Party branch is founded. Oct — the Sino-Philippine joint-venture contract for a mosquito-coil factory is signed with Wu Shengjing, chairman of the CEMRO Group. Dec — named a Provincial Advanced Enterprise; the electric mosquito mat wins the Fujian Quality Product title and the first 'Consumer Trustworthy Product' of Fujian.
May 25 — the factory is renamed Nan'an Mosquito-Coil General Factory. The Goldeer aerosol wins a Fujian sci-tech progress third prize; Dec — the electric mosquito mat is named a Ministry of Light-Industry Quality Product.
Apr — Zhang Hua'an receives the national May 1st Labor Medal as an Outstanding Business Manager. Oct — the Goldeer cockroach-repellent coil is successfully developed. Dec — study visit to Sumitomo Chemical in Japan.
Jun — full ownership of the 'Goldeer (金鹿)' trademark is approved by the State Trademark Office; the cockroach coil wins a gold award at the Fujian Invention & Innovation Exhibition. Aug — Zhang Hua'an is engaged as an adjunct associate professor by Huaqiao University. Nov — the Household Insecticide Research Institute is established.
Jan — the Sino-Philippine JV Huasheng Mosquito-Coil Factory (Philippines) starts production. Mar — silver medal at the 21st Geneva International Invention Expo. Jun 8 — Fujian Jinlu Group Company established. Aug — 'Goldeer' named a Fujian Famous Trademark. Oct — General Manager Zhang Hua'an granted a State Council special allowance.
Jun — the cockroach coil wins a light-industry sci-tech progress third prize; the aerosol wins gold at the 5th Asia-Pacific International Trade Fair. Dec — the premium coil is listed as a Ministry of Light-Industry Quality Product.
Jan — the cockroach coil wins a China Light-Industry Excellent New Product second prize. Apr — General Manager Zhang Hua'an is named a National Model Worker by the State Council. Jun — listed as a Fujian Technology Innovation Enterprise. Dec — named a National Light-Industry Excellent Enterprise.
Jul — coils and electric mosquito mats are listed as 1996 recommended products by the China Household Sundries Industry Association. Dec — Goldeer household insecticide products are named 'Fujian Famous-Brand Products' by the provincial government.
Jun 30 — the intangible asset value of the Goldeer (GOLDEER/JINLU) brand is appraised at RMB 702.81 million. Jul — the coil is named a 'China Consumer Trustworthy Product' by the China Consumers' Association.
Jan — Zhang Hua'an is elected a deputy to the 9th National People's Congress. Nov 16 — 'Goldeer JIN LU' is named a Fujian Famous Trademark. Dec — annual tax payments reach RMB 10.27 million, the first ten-million-yuan taxpayer in Nan'an.
Mar — the coil is listed in the third batch of Key Protected Famous Products under the national '121 Plan'. Oct — attendance at the South Africa International Trade Fair. Dec 27 — the Jinlu Hotel is officially rated a three-star tourist hotel.
Jul 9 — then-Fujian Governor Xi Jinping inspects the Jinlu Industrial Park, speaks highly of Goldeer's development and pledges support for the 'Goldeer' China Well-Known Trademark application. Oct — 'Goldeer' is listed by the State Administration for Industry & Commerce as a 'Nationally Key Protected Trademark'.
Aug — listed among the nation's 100 'Contract-Honoring & Credit-Keeping' enterprises by ten ministries including the SAIC. Dec 31 — with provincial government approval, the group is restructured into Fujian Jinlu Daily Chemical Co., Ltd.
Feb 16 — Finance Minister Xiang Huaicheng inspects the company. Mar 12 — the 'Goldeer' trademark is recognized as a China Well-Known Trademark covering coils, electric mats and aerosols — the first in the daily-chemical industry recognized by the SAIC. Sep 29 — the Jiangxi Ruichang branch is officially registered.
Jan — the in-house magazine 'Jinlu People' is founded; the company is named a 'National Contract-Honoring & Credit-Keeping Enterprise' by the SAIC. Nov 7 — Goldeer coils and aerosols obtain the China Environmental Labeling product certification from the State Environmental Protection Administration.
Mar 24 — Fujian deputy party secretary Wang Sanyun inspects the industrial park; a city symposium on Party building in private enterprises is held at the Jinlu Hotel.
Feb — Mr. Zhang Xiangrong is appointed General Manager. Apr 12 — the company co-founds Quanzhou Science & Technology Middle School with Quanzhou No.5 Middle School. Jun 3 — honored as a 'National Model Workers' Home' by the All-China Federation of Trade Unions.
Goldeer spiral coils are named a 'China Top-Brand Product'; the secretary-general of the national household insecticide committee visits and speaks highly of Goldeer's leading role in the mosquito-coil industry.
May — Chairman Zhang Hua'an receives the Fujian May 1st Labor Medal. Dec — new products win one gold and two silver awards at the Fujian '6·18' Cross-Strait Workers' Innovation Awards.
May — donations to the Wenchuan earthquake relief total RMB 550,000 in cash and supplies. Jun — four R&D projects win one silver and three bronze awards at the '6·18' Cross-Strait Workers' Innovation Exhibition. Sep — Goldeer coils are named the 2008 'Signature Brand of China's Mosquito-Coil Industry'.
Jul — recognized as a 'Fujian High-Tech Enterprise'; Jul 9 — certified as a Quanzhou Municipal Enterprise Technology Center.
Jan 28 — the Jinlu Apartments, built with an investment of over RMB 20 million, open to greatly improve staff housing. Jul 28 — the company wins a 15-mu plot in Quanzhou's Donghai HQ economic zone at auction.
Mar 21 — named a 'Fujian Contract-Honoring & Credit-Keeping Enterprise' (2009–2010). May 7 — the Goldeer-sponsored TV variety show premieres on Fujian TV. Sep 24 — the 'Nenlvbao' laundry-liquid tasting event and 'Brand Quanzhou' special program are grandly held at the Quanzhou broadcasting center.
Apr 18 — ICAMA director Sui Pengfei leads a research visit. Jun — again named the 'Signature Brand of China's Mosquito-Coil Industry'. Aug — the eco-friendly micro-emulsion water-based aerosol project is approved under the National Torch Program. Sep 15 — the new incense brand 'Fuqing' is launched.
May 12 — a Mother's Day parent-child laundry event sets a Guinness World Record with 100+ families. Dec 16 — named a provincial Innovative Enterprise by the Fujian Science & Technology Department; the Zhang Hua'an Model-Worker Studio is named a 'Fujian Model-Worker Studio'.
Mar 12 — brand-image upgrade launched with Korea's Red Dot design. Apr 25 — entertainment marketing campaign with the pop duo Phoenix Legend. Aug 18 — with a brand value of RMB 7.522 billion, Goldeer enters China's Top 500 Most Valuable Brands (No. 406). Dec 1 — Fujian Jinlu Network Technology Co., Ltd. is founded.
Participates in drafting/revising 8 industry and national standards for household insecticide products — 2 industry standards (Apr), the coil standard ranked first (Jul), and 5 national standards (Sep).
Mar — named a Fujian 'Ankang Cup' Advanced Unit. May 18 — the 'Goldeer Train' high-speed rail naming launched on the Ganzhou–Shanghai Hongqiao line. Jun — among the first batch of 'Quanzhou Time-Honored Brands'.
Aug — named a 'Fujian 2018 High-Growth Industrial & IT Enterprise'. Sep — wins the 2018 International Carbon-Gold single award 'China Green-Effect Enterprise Green Responsibility Award' at the World Economic & Environmental Conference in Beijing.
Jan — selected as a provincial high-tech enterprise (2018 second batch). Jun — named a '2019 Fujian Provincial Leading Enterprise'. Sep — Chairman Zhang Hua'an receives the '70th Anniversary of the PRC' commemorative medal from the Party Central Committee, the State Council and the CMC. Oct — selected among the '70 Brands of the 70th Anniversary of the PRC'.
Jan — named a 2019 Fujian Intellectual-Property Advantage Enterprise. Apr — the Goldeer brand story film airs on CCTV-1. Aug — the Party branch is upgraded to a general Party branch. Nov — recognized by the Ministry of Industry and Information Technology as a national specialized & sophisticated 'Little Giant' enterprise.
Mar 14 — listed as a Fujian industrial leading cultivation enterprise. Jun 25 — the Jinlu Party-Building Culture Hall opens. Jul — named among China's Top 10 Light-Industry (household sundries) enterprises of 2020. Aug 1 — the grand 'Forty Years of Jinlu, Creating a New Future' 40th-anniversary celebration is held. Dec 15 — certified as a National High-Tech Enterprise.
Feb 25 — GM Zhang Xiangrong named a 2021 Quanzhou Economic Figure. Aug 12 — the Zhang Hua'an State-Council-Special-Allowance expert studio is certified by Quanzhou. Oct 27 — recognized as a 2022 National Intellectual-Property Advantage Enterprise by CNIPA. Dec 21 — listed as a provincial 'Happy Enterprise' pilot by the Fujian federation of trade unions.
Jan 16 — a silver medal at the 2022 Nuremberg International Invention Exhibition (Germany), plus one first and one second prize at the Fujian 'Five Small' Workers' Innovation Contest. Jun 10 — listed as a Nan'an private-industry leading enterprise (2022–2023). Jun 17 — the eco-friendly chain cockroach-gel bait technology wins gold at the 6th China (Shanghai) International Invention Expo. Jul — the first 'Goldeer-sponsored class' opens with Minnan Science & Technology College.
Over 500 honors and certifications — a selection is shown below.
Trusted in 60+ Countries Worldwide
Jinlu has built a sales network covering 31 provinces in China and reaching more than 30 countries abroad, with mature OEM experience across the Middle East, Southeast Asia, Africa and South America.
Create a healthy and better life for mankind.
Build a century enterprise and lead the industry.
Goldeer, only for a better life.
Five Commitments
- Provide green, professional, healthy and safe household hygiene products for millions of families.
- Create a healthy and better life for mankind.
- Develop 'Goldeer' into a Chinese national brand with international influence.
- Make every product gold-standard quality with high technology.
- Build a century-strong Goldeer and become the industry leader.
Create a healthy and better life for mankind.
Build a century enterprise and become the leader of the industry.
Gratitude, Integrity, Innovation, Sharing, Teamwork.
An enterprise is worth its existence only when it benefits society.
An army, a school, a family.
Goldeer, only for a better life.