New Era Health Industry

China New Era Health Industry (Group) Co., Ltd. is a leading state-owned enterprise in China specializing in the research, development, and production of high-end health products and dietary supplements. Established in 1995 as part of the China New Era Group Corporation, the company is widely recognized for its flagship "Guozhen" brand, which utilizes natural ingredients like pine pollen and bamboo leaf extracts. The company operates through a large-scale direct selling model and integrates traditional Chinese medicine (TCM) principles with modern biotechnology. It maintains significant manufacturing and R&D facilities in Beijing and Yantai, focusing on nutritional health, personal care, and household products. As a subsidiary of the China Energy Conservation and Environmental Protection Group (CECEP), it remains a dominant player in the Chinese health and wellness market.