Wens has set a long-term broiler sales target of 1.8 billion birds, with 2026 sales expected to rise 5%–10% from 2025. The company aims to expand its yellow broiler business through product upgrades, new consumption scenarios, regional expansion, and overseas growth, with Vietnam selected as the first international market.
Wens has set its sights on a sizeable expansion of its broiler business, outlining a medium- to long-term sales target of 1.8 billion birds.
The company disclosed the target during a recent brokerage strategy meeting. For 2026, Wens said it aims to increase broiler sales by around 5%–10% from last year’s level.
That ambition is notable because Wens mainly produces yellow broilers. China’s yellow broiler slaughter volume over the past 3 years has ranged between 3.3 billion and 3.6 billion birds. On that basis, the company’s long-term target suggests it is looking to take a position close to half of the segment.
In 2025, Wens sold 1.303 billion broilers, including live birds, fresh products, and cooked products, up 7.87% year-on-year. It also sold 173 million white broiler chicks.
Push into food and new markets
Looking ahead, Wens said it will work to promote Chinese native chickens, or yellow broilers, and expand the market space for the category. The company said it is firmly moving further into food ingredients and food products, building products around specific consumption scenarios to support transformation, upgrading, growth, and efficiency gains.
“This is an important direction for the future development of the company’s poultry business,” Wens said.
The company has also recently established a meat business division, personally supervised by its chairman. Wens described this as an organisational arrangement and an important step to accelerate its transformation into food ingredients and food products.
Beyond that, the company said it will explore new regions and new channels. This includes moving yellow broilers into northern markets, sending live broilers to rural areas for further rearing, and expanding overseas. Wens said it will also maintain its long-term strategic investment in white broilers and steadily increase the scale of that business.
Consumption patterns shift
Wens pointed out that consumption of Chinese native chicken, or yellow broiler meat, has changed significantly in recent years. Demand is moving away from traditional live-bird consumption towards finely cut products.
With the stronger promotion of Chinese native chicken culture, new consumption scenarios, such as “hotpot chicken”, are also emerging. In 2025, yellow broiler slaughter and consumption reversed the previous trend of continuous decline, the company said.
Through innovation in marketing models, as well as brand and category upgrades, Wens hopes to lift medium- to long-term profit in its poultry business by CNY 2 per bird (USD 0.28 per bird) from the current level.
Vietnam first in overseas plan
Wens is also preparing to take its broiler business overseas. Drawing on years of international experience and channel resources in animal health, agricultural and livestock equipment, and environmental protection, as well as the international competitiveness of its core business, the company has decided to prioritise broiler expansion abroad.
Its first stop will be Vietnam, a neighbouring country to China. The initial target is to take around 10% of Vietnam’s yellow broiler market.
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