GOLDEER — Fujian Jinlu Daily Chemicals Co., Ltd. | A Household Name in Family Hygiene Since 1981

ABOUT GOLDEER

About Goldeer

For more than four decades, one simple promise: green, professional, healthy and safe household hygiene products for millions of families.

Fujian Jinlu Daily Chemicals Co., Ltd. is a leading name in China's daily-chemicals industry, based in Nan'an, Quanzhou, Fujian. Founded in August 1981 as a county mosquito-coil workshop with just 18 employees, Goldeer has grown into a diversified group with branches in Jiangxi and Fuzhou.

The Goldeer Industrial Park covers over 100,000 m² of garden-style grounds with modern production and logistics facilities. Our portfolio centres on five household insecticide lines — more than 100 products — spanning mosquito coils, insecticide aerosols, electric mats, electric liquid vaporisers and incense coils, alongside laundry, cleaning and paper products. Goldeer is sold in all 31 provinces of China and exported to more than 30 countries.

From introducing Japanese pyrethrin technology in 1983, to opening a joint-venture plant in the Philippines in 1993 and a technology exchange with Sumitomo Chemical that has run for over thirty years — quality and innovation turned a local workshop into a national brand woven into the everyday life of Chinese families.

The golden deer statue in Goldeer headquarters lobby

"A company earns its right to exist only by benefiting society."

GOLDEER'S FOUNDING PRINCIPLE — IN PRACTICE SINCE 1981

MISSION

To create a healthy, better life for humanity

VISION

Build a century-old company; lead the industry

VALUES

Gratitude · Integrity · Innovation · Sharing · Teamwork

OUR CULTURE

An army's discipline, a school's curiosity, a family's warmth

SINCE 1981

Heritage

From an 18-person county workshop to a China Famous Trademark — Goldeer's four decades tell the growth story of a national daily-chemicals brand.

1981

The Nan'an County Mosquito Coil Factory is founded. Led by Zhang Hua'an, 18 employees produce "Rongji" brand coils — where the Goldeer story begins.

1983

Pyrethrin technology is introduced from Japan to develop Goldeer premium mosquito coils — effective yet low in toxicity — winning markets nationwide.

1987

A Japanese electric-mat production line is installed. Goldeer electric mosquito mats go into production and profit within the same year.

1993

The Huasheng joint-venture plant in the Philippines starts production — Goldeer takes manufacturing overseas. The same year, its roach incense wins a silver medal at the Geneva International Exhibition of Inventions.

2002

"Goldeer" is recognised as a China Famous Trademark — the first ever awarded in the daily-chemicals industry — covering coils, electric mats and insecticide aerosols.

2006

Goldeer coils are named a China Top Brand product, another national quality milestone.

2015

Brand value reaches ¥7.522 billion, ranked #406 in China's Top 500 Most Valuable Brands. Pop duo Phoenix Legend becomes brand ambassador as Goldeer's marketing steps up a gear.

2017

The "Goldeer" high-speed train naming launches (Ganzhou–Shanghai Hongqiao), taking the brand onto China's rail network; Goldeer is also named among Quanzhou's first official "time-honoured brands".

2020

Goldeer's brand film airs on CCTV-1. The same year, the company is named an MIIT Specialised & Innovative "Little Giant". In 2019 Goldeer had been selected among the "70 Brands of the PRC's 70th Anniversary".

2021

Goldeer turns forty — and is re-certified as a National High-Tech Enterprise. The journey toward a century-old brand continues.

PRODUCTS

Products

Household pest control at the core, with laundry, cleaning and paper lines around it — 98 SKUs in the current catalogue, guarding every corner of family life.

PEST CONTROL

Pest Control Series

The foundation of the company: five household insecticide lines, 100+ products, certified under the China Environmental Labelling scheme.

Mosquito coilsElectric liquidElectric matsAerosolsIncense coilsRoach controlFloral waterGlue boards

LAUNDRY & CLEANING

Laundry & Cleaning

From fabric care to kitchen cleaning — the home-care line led by the Nenlvbao laundry brand.

Nenlvbao detergentDishwashing liquidConcentrated cleanerHand sanitiser

PAPER PRODUCTS

Paper Series

Goldeer facial tissues and household paper products — everyday essentials carrying a trusted name.

Tissues 390Tissues 450

ELECTRIC LIQUID

Electric Mosquito Liquid

MOSQUITO COIL

Mosquito Coils · Sandalwood

ELECTRIC MAT

Electric Mosquito Mats

ROACH BAIT

Roach Gel Bait

FLORAL WATER

Repellent Floral Water

INCENSE COIL

Incense Coils · Tea Scent

GLUE BOARD

Glue Mouse Board

LAUNDRY

Nenlvbao Laundry Detergent

TISSUE

Facial Tissues

R & D · QUALITY

R&D & Quality

Our "intelligence-aggregating" R&D centre — Goldeer's hardest currency has always been technology, ever since the Household Insecticide Research Institute of 1992.

2008R&D Centre founded

3,000+ m²R&D building

16Research departments

19Patents

Goldeer is regularly invited to help draft and revise China's national standards: it led the industry standard for household incense coils (2016) and contributed to revisions of the national standards for mosquito coils, electric mats, electric liquid vaporisers, insecticide aerosols and general safety requirements. Since 1991, Goldeer engineers have trained with Sumitomo Chemical in Japan — an exchange that continues today. Products are certified to ISO 9001 and the China Environmental Labelling scheme: green, professional, healthy, safe — a promise written into the standards themselves.

ISO 9001 certifiedChina Environmental LabellingProvincial Enterprise Technology CentreNational IP-Advantaged EnterpriseGeneva Inventions — SilverNuremberg Inventions — Silver

MANUFACTURING

Manufacturing

The 100,000 m² Goldeer Industrial Park — the engine room behind a national brand's reach across China and the world.

The Industrial Park

In the Dongxi Industrial Zone of Honglai Town, Nan'an, Quanzhou — over 100,000 m² of garden-style grounds integrating production, R&D and logistics, with a landmark headquarters building.

Equipment & Process

Advanced technology and equipment introduced from Japan and the United States; process upgrades have never stopped, from 1983 pyrethrin chemistry to today's electric-liquid lines.

A Wider Footprint

Branches in Ruichang (Jiangxi) and Fuzhou — and, since 1993, a joint-venture plant in the Philippines — work in step with a nationwide distribution and logistics network.

Channels & Service

Quality as the foundation, service as the spearhead, reputation as the guarantee: a sales network covering 31 provinces, with after-sales care shaped by what consumers actually need.

HONORS

Honours

Behind 500+ honours stands four decades of unbroken quality discipline. These are the heaviest trophies in the cabinet.

2002

China Famous Trademark

The first trademark in China's daily-chemicals industry to receive this recognition from the national trademark authority.

2006

China Top Brand

Goldeer coils are named a "China Top Brand" product.

2015

China's Top 500 Brands

Brand value of ¥7.522 billion, ranked #406 among China's most valuable brands.

2019

70 Brands of 70 Years

Selected among the "70 Brands of the PRC's 70th Anniversary" — a national-brand honour.

2020

"Little Giant" Enterprise

Named in the MIIT's second batch of specialised and innovative "Little Giant" enterprises; also a National High-Tech Enterprise.

1993 · 2023

International Invention Awards

Silver at the Geneva International Exhibition of Inventions, and again at Nuremberg in 2023.

Geneva invention award diploma — 21st Geneva International Exhibition of Inventions — Diploma

Star Enterprise plaque — Star Enterprise of the Year 2012 · Nan'an

Fujian technology innovation demonstration enterprise plaque — Fujian Technology Innovation Demonstration Enterprise

BRAND MOMENTS

Brand Moments

A national brand's voice is built by stepping, again and again, into public life.

2015

Phoenix Legend Endorsement

China's most beloved pop duo becomes Goldeer's ambassador — a national brand meets a national act.

2017

The "Goldeer" High-Speed Train

Naming rights on the Ganzhou–Shanghai Hongqiao service put Goldeer on China's fastest stage.

2019

70 Brands of 70 Years

Selection among the PRC's 70th-anniversary brand honours cements Goldeer's national-brand standing.

2020

CCTV Brand Film

Goldeer's brand story airs on CCTV-1, telling forty years of enterprise to a national audience.

GLOBAL BUSINESS

Global Business

Rooted in China, facing the world — Goldeer went global as early as the 1990s.

1993

A Plant in the Philippines

The Huasheng Mosquito Coil joint venture in the Philippines begins production — among the earliest overseas plants by a Chinese daily-chemicals company, taking Goldeer's mosquito-protection expertise to Southeast Asia.

1991 —

Three Decades with Sumitomo

Since 1991, Goldeer's management and engineers have repeatedly studied household pest-control technology with Sumitomo Chemical in Japan — a thirty-year exchange keeping Goldeer in step with world-class household hygiene science.

30+

Sold in 30+ Countries

Goldeer products reach more than 30 countries and regions. In 2025 the company began publishing English features — including its household mosquito-prevention programme for African families — as a new chapter of going global unfolds.

NEWS

Company News

2025.12.23

Protecting African Family Health: Scientifically Building a Household Mosquito Prevention System

2025.12.11

Goldeer: For Four Decades, the Pest Control Expert Guarding Family Health

2024.08.17

The 23rd Zhang Hua'an Talent Fund ceremony — the education fund established by the founder in 2002

2024.06.27

Officials from Nan'an CPPCC, the Industry & IT Bureau and the Daily-Use Light Industry Association visit Goldeer

CONTACT

Contact Us

For distribution, channel purchasing and international business, talk to Goldeer.

FUJIAN JINLU DAILY CHEMICALS CO., LTD.

Goldeer Industrial Park, Dongxi Industrial Zone, Honglai Town, Nan'an City, Quanzhou, Fujian, China

Hotline 4008-575-888

Distribution and partnership enquiries welcome

Tel+86 595 8669 6618

Fax+86 595 8669 6688

Emailjinlu@goldeer.cn

Postcode362331

Websitewww.goldeer.cn