Brand-led tissue growth in China with Yusen and Valmet

For more than 20 years, Yusen Group has grown its consumer tissue business with a clear approach: build market demand and strengthen the brand first, then add production capacity as the business expands. Starting in Baoding and expanding to bases in Northeast and Northwest China—with plans to enter the Southwest—Yusen has built a nationwide production and sales network.

That long‑term partnership has moved from plan to reality through a series of projects. Starting with the first paper machine start‑up in 2020 and continuing with investments through 2026, Valmet has supported Yusen with step‑by‑step upgrades in technology, capacity and performance—together with lifecycle services that help maintain results over time. Together, Yusen and Valmet are enabling consistent quality, efficient production and long‑term competitiveness in China’s consumer tissue market.

Brand-driven growth, market focused expansion

Founded in 2006, Yusen has built three strong tissue brands:

• Yusen and Baili for the mainstream market, known for stable quality and strong value
• Shui Qingrou for the premium segment, meeting demand for high‑quality, moisturizing tissue

Products from Yusen Group have won the industry’s “Craftsmanship Product” award for four consecutive years.

Building on its approach of developing demand first and then expanding capacity close to the market, Yusen aligns each investment with real regional consumption. “Only when capacity is close to the market can we cultivate a loyal customer base,” says Zhao Zhancheng, Production General Manager of Yusen Group. This market‑led rollout helps Yusen respond faster to local demand, reduce logistics costs, and maintain stable product quality—strengthening its competitive position.

A partnership built on trust and performance

Yusen’s success stems from choosing the right core equipment and a partner that can support performance over time. Yusen’s cooperation with Valmet has evolved from single machine deliveries to multi‑site installations—backed by ongoing optimization and lifecycle services. Each new project has brought measurable improvements, based on:

• Proven technology leadership
• Well‑matched machine concepts
• Lifecycle support—from installation and start‑up to continuous optimization

  These are the key reasons behind our continued cooperation.” 

Zhao Zhancheng, production general manager at Yusen Group says that these are the key reasons behind our continued cooperation The long‑term partnership supports Yusen’s ambition to upgrade its full product portfolio while maintaining operational stability.

Reliable proudction and consistent quality

At Yusen’s mills in Liaoning, six Valmet paper machines started up between 2020 and 2024. They operate with high stability and flexibility, supporting smooth grade changes and reliable day‑to‑day production. “Switching between basis weights from 11.5 g to 22 g is smooth and does not affect production.” says Su Jianye,  Plant Manager, Yusen Liaoning mill.

Competition in the Northwest is intense, but the high‑quality tissue produced on Valmet equipment, with smooth hand feel and excellent bulk, has been highly recognized by distributors and customers.” Lei Ting – Deputy General Manager, Gansu Yusen

At the Chongxin base in Gansu, three Valmet paper machines have been running consistently since their start‑up in May 2025. “Apart from normal cleaning shutdowns, there has been no unplanned shutdown due to machine issues,” notes Lei Ting, Deputy General Manager of Gansu Yusen.

Valmet’s headbox technology improves sheet uniformity and forming stability while supporting a cleaner production environment. “The improvement in sheet uniformity is very obvious—and key to customer recognition,” says Su Jianye. Automated moisture control and reeling also enhance quality consistency and cost efficiency.

Continous optimization and lifecycle support

Valmet continues to optimize equipment and processes in line with Yusen’s needs throughout the lifecycle—improving energy efficiency, productivity, and ease of operation. Close cooperation during installation, start‑up, and ongoing operation helps ensure fast ramp‑up and stable performance across all sites.

With each of our three contracts, Valmet has optimized the equipment according to our needs. Lower energy consumption, better processes, higher efficiency—this is what we value most.” 

When the three Valmet paper machines at the Chongxin base started up simultaneously, the second jumbo roll already met sales standards. Just six hours after stock preparation, the project achieved paper on reel with zero wastepaper—setting a new start‑up record for Yusen. “All  machines produced saleable paper on the first day—this is rare in the industry,” the team commented. With each of the three contracts, Valmet has optimized equipment according to our needs. Lower energy consumption, better processes, higher efficiency. That is what Yusen values most according to Zhao Zhancheng, production general manager at Yusen Group.

Yusen values Valmet not only for the technology delivered, but also for the full lifecycle support that helps sustain performance over time. Through close cooperation in installation, commissioning, and ongoing troubleshooting and optimization, Valmet’s team has supported successful delivery and stable operation at every site. “I give Valmet’s installation and start‑up engineers a full 10 out of 10, well deserved.” says Tan Songsong,  Project Manager, Yusen mill group.

Looking ahead

Today, Yusen operates nine Valmet paper machines, with further investments planned. New Valmet IntelliTissue machines will strengthen capacity at existing mills and support Yusen’s continued expansion—supported by lifecycle collaboration from project planning to long‑term performance. Valmet's stability, energy performance and process level perfectly match our production needs and brand postitioning." says Zhao Zhancheng, production general manager at Yusen Group.

With technology and brand as a shared foundation, Valmet and Yusen are advancing together—supporting high‑quality growth and shaping the future of China’s consumer tissue market.