The Development of Private Enterprises in China’s Economic Reform Process – a Case Study of the Yantai North Andre Group Juice Co., Ltd.

This paper will study the development of private enterprises during China economic reform taking the Yantai North Andre Group Juice Company as a case to analyze how a private enterprise develops agriculture product into agribusiness industry.

It has been a myth that agriculture and industry seems confronting to each other.   If an industry can combine agriculture and industry to develop them into a successful business, generating income and at the same time improve the living of the farmer, would be a wonderful economic activity for China’s economic development.

The Yantai North Andre Group Juice Company was founded in 1996 and is based in Yantai of Shandong, China.   It produces apple juice concentrate, pear juice concentrate, apple essence, and related products. The company exports its products primarily to the United States, Japan, and Europe at the beginning and subsequently, developed into a global sales network to North America and EU countries.   North Andre is among the two largest apple juice concentrate producers in China.   It has a market share of 15% in China’s total exports and 6% of the global market.  

This paper is organized as follows:  

The first part of the paper will briefly review China economic reform process and the development of private enterprises.

In the second part, I will use Yantai North Andre Group Juice Company as a case study to relay her development with the China economic development process.   The aim is to explore how a private enterprise takes advantage of the regional natural resources and competitive advantages, transform apple growing, a traditional agriculture activity into an industry, and subsequently developed into a global business.

The third part, I will identify the key issues contribute to the success of North Andre and how we can reflect from her success the directions for China economic development, from broad improvement in standard of living to achieving a sustainable economic growth. [continues]

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