Wen’s Shares announced a generational leadership shift with Wen Jiaolong, Executive Vice President of the Poultry Business Unit, proposed as a new non-independent board member. He will replace Wen Xiaoqiong on the 12-member board. A member of the Wen family, which controls the company, Wen Jiaolong has held key management roles since joining in 2010. The Wen family remains central to the company’s control, although some senior members, including Wen Jiansheng, are stepping down from key supervisory positions. Wen Jiaolong’s work with Wenjia Run has emphasized branding, innovation, and leadership in China’s yellow chicken fresh product market, with the company heavily investing in consumer engagement and marketing strategies.
Wen’s Shares announced on November 22 a proposal for its board reshuffle, marking a generational shift in leadership. Among the proposed board members for the next term is Wen Jiaolong, Executive Vice President of the Poultry Business Unit, born in 1988.
The company’s board, re-elected every three years, comprises 12 directors—8 non-independent and 4 independent. The only proposed change from the previous board is the replacement of non-independent director Wen Xiaoqiong by Wen Jiaolong.
Other non-independent directors include Honorary Chairman Wen Pengcheng, Chairman Wen Zhifen, former Vice Chairman Yan Juran, Vice Chairman Liang Zhixiong, President Li Shaosong, Vice President and Wen’s Investment President Zhao Liang, and Poultry Business Unit President Qin Kaitian.
A Family Legacy at the Helm
Public records reveal that Wen Jiaolong joined the predecessor of Wen’s Shares in 2010. Over the years, he has held roles such as subsidiary manager, marketing director, and general manager, eventually rising to Assistant President and later Vice President of the Poultry Business Unit. He is the son of Wen Jiansheng and Liu Rongjiao, members of the Wen family, which controls the company. Wen Jiansheng is the elder brother of Wen Pengcheng, Wen Zhifen, and Wen Xiaoqiong.
The Wen family, including these siblings, their spouses, their mother Liang Huanzhen, and aunt Gu Jinying, constitute the actual controllers of Wen’s Shares. However, the family has seen changes; their uncle Wen Zirong, one of the 11 original controllers, passed away earlier this year.
Wen Jiansheng is set to step down as chairman of the Supervisory Board during its forthcoming reshuffle. Two other supervisory board members with familial ties, including Yan Juran’s brother Yan Juneng, are also stepping down. Replacing them will be three other Wen family members: Wen Shaomo, son of Gu Jinying, and Chen Hao, son of Wen Xiaoqiong, born in 1984 and 1994 respectively. Notably, Chen Hao previously worked at Beijing Douyin Information Service Co., Ltd., from 2019 to 2021.
Building a Brand Leader: Wen Jiaolong’s Vision
As general manager, Wen Jiaolong previously led Wenjia Run, a fresh and frozen poultry brand under Wen’s Shares. Earlier this year, the company unveiled its new positioning as “China’s Leading Yellow Chicken Fresh Product Brand.” At the launch event, Wen Jiaolong emphasized the brand’s mission to develop the yellow chicken market, lead industry advancements, and create value through innovation and lean management.
Wenjia Run, which has operated in the poultry sector for over two decades, has emerged as an industry leader. In 2023, its sales ranged between 3 and 4 billion RMB, with an annual single-shift slaughter capacity of 260 million birds. The brand’s portfolio spans live chicken, fresh chicken, frozen chicken, live pigeons, fresh pigeons, pigeon eggs, and fresh duck products.
Driving Transformation Through Branding
Over the past five years, Wen’s Shares has heavily invested in brand-building efforts. Initiatives include sponsoring the Chinese national badminton team, creating the “Flavor Keepers” campaign featuring short films, and establishing the Wen’s 727 Food Festival and Native Chicken Food Culture Festival to nurture yellow chicken consumption.
Wen’s also signed a partnership with the fourth season of the documentary series A Bite of China, utilizing its vast reach to enhance brand awareness and deepen connections with consumers.
As Wen’s Shares ushers in its next generation of leadership, the company appears poised to combine its family legacy with innovative strategies for sustained growth.
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