C&S

Jierou (洁柔), marketed internationally as C&S Soft, is one of China's best-known household paper brands. It is the flagship consumer brand of C&S Paper Co., Ltd. (中顺洁柔纸业股份有限公司), a Shenzhen-listed paper products company headquartered in Zhongshan, Guangdong. The brand covers a broad range of everyday paper hygiene products, including facial tissues, toilet paper, kitchen towels, hand towels, napkins and related household paper items. The brand was established in the late 1990s as China's household paper market began to modernise and expand. Over the following two decades, Jierou grew from a regional producer into a nationally distributed brand, supported by the parent company's manufacturing bases and distribution network. Its product lines are positioned across multiple price tiers, from value packs for mass-market families to premium soft-touch and lotion-infused tissues. Jierou competes in a highly competitive Chinese tissue paper market alongside other major domestic and international brands. The brand's recognition rests on consistent quality, wide retail availability and continuous product innovation in softness, strength and packaging. As part of a publicly listed group, the brand benefits from capital-market access and large-scale production capacity, while remaining closely associated with its Guangdong origins. In recent years, the parent company has faced the same pressures affecting China's paper industry, including pulp price volatility and intense competition. Nevertheless, Jierou remains a core national brand in the household paper segment and a familiar name in Chinese homes.

Jierou was launched in the late 1990s by C&S Paper Co., Ltd., a paper products company based in Zhongshan, Guangdong. At the time, China's household paper market was still fragmented, with regional producers and a growing but underdeveloped branded segment. The founders of the parent company built the business around tissue paper manufacturing and gradually expanded capacity. Through the 2000s, Jierou expanded its distribution from southern China into national retail channels, including supermarkets, hypermarkets and traditional trade. The brand invested in product quality and packaging to differentiate itself in a crowded market. Its facial tissues and toilet paper became widely recognised consumer products. A significant milestone came when the parent company, C&S Paper Co., Ltd., listed on the Shenzhen Stock Exchange, giving it access to public capital to fund capacity expansion and brand building. The stock code 002511.SZ is associated with the listed company. This listing helped transform Jierou from a regional player into a national brand with large-scale manufacturing. Over the 2010s and into the 2020s, Jierou continued to broaden its product range, introducing premium lines such as lotion tissues and soft-pack tissues, and responding to consumer trends toward higher quality and convenience. The brand also adapted to the rise of e-commerce, building a presence on major Chinese online retail platforms. The Chinese tissue paper industry has been characterised by intense competition, pulp price cycles and consolidation. Jierou, as a leading domestic brand, has navigated these conditions while remaining one of the most recognised names in the category. Its history reflects the broader modernisation of China's consumer goods sector, from local manufacturing to national branded consumer products.

• Jierou brand launched by C&S Paper Co., Ltd. in Zhongshan, Guangdong.

• Parent company C&S Paper Co., Ltd. listed on the Shenzhen Stock Exchange (002511.SZ).

• Brand expanded nationwide distribution across Chinese retail channels.

• Introduction of premium product lines such as lotion and soft-pack tissues.

• Facial tissue

• Toilet paper

• Kitchen paper towels

• Hand towels

• Napkins

• Pocket tissues

• 2018

  Shenzhen Stock Exchange issues regulatory letter after shareholder-reward announcement includes product ads

  Zhongshun Jierou issued a 'reward shareholders' announcement saying shareholders could buy three packs of tissues for RMB 1, and included the slogan 'high-end living, taste Jierou,' a Tmall link, and a QR code, raising questions that it was using a listed company announcement for advertising. The Shenzhen Stock Exchange found it violated listing rules and issued a regulatory letter. It became a regulatory case.

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