Our History

Import Agency Phase

As an import agency, Pinlive introduced a wide range of well-known local food brands from Germany, Spain, Italy and other countries, and became one of the largest import food suppliers to major KA supermarkets in China.

1995 Company established in Xiamen
1996 Operations headquartered in Beijing
1997 Shanghai entity (the current listed company) founded
2000 Introduced MUELOLIVA olive oil
2008 Started imported milk agency; became Beijing Olympics Outstanding Supplier
2010 Began importing German beer; official partner of Spain Pavilion at Shanghai World Expo; HQ relocated from Beijing to Shanghai

Own Brand Phase

During this phase, Pinlive began creating own brands in the main categories it had previously represented. Leveraging its accumulated supply chain and sales capabilities, own brands grew rapidly while Pinlive gradually phased out agency sales.

2012 Launched the Weidendorf milk brand
2013 Launched the Wurenbacher beer brand
2015 Became a La Liga sponsor
2017 Wurenbacher signed a partnership with Bundesliga club Borussia Dortmund
2020 Pinlive Songjiang Campus inaugurated; listed on ChiNext (SZSE: 300892) in September, becoming China's first imported food stock

Own Supply Chain Phase

To develop more competitive products and optimize its supply chain, Pinlive shifted from an asset-light model to investing in upstream production and supply chain.

2021 Invested in the German Hochwald dairy plant; also began investing in upstream product production and R&D in China and other countries
2023 Weidendorf's cheese factory in Shanghai commenced production, producing leading domestic mini and hand-stretch natural cheese products
2024 Acquired the Kaimai Cheese factory in New Zealand, deepening overseas supply chain
2025 MUELOLIVA edible oil packaging workshop commenced production in Shanghai