Moba Beijing: 20 años de liderazgo, impulsando el sector avícola de China

Over the past two decades, Moba Beijing has grown alongside one of the world’s most dynamic egg markets, supporting hundreds of egg producers across China and becoming a key part of the global Moba network. As the Asian egg market continues to scale and demand for efficiency increases, Moba will introduce the Omnia ET during the CAHE show in May: a high-capacity solution designed to optimize volume-driven operations while enabling more flexible egg processing.

With around 1.4 billion people, China has one of the largest food markets in the world and eggs are an essential part of the daily diet. The country produces and consumes roughly 40 percent of the world’s eggs, making it the largest egg market globally. According to Yi Li, Marketing Manager at Moba Beijing, this scale creates both opportunities and challenges. “Eggs are a staple product in China. They are affordable, nutritious and widely used in many traditional dishes. That is way demand is consistently high.”

A rapidly evolving market
During the past twenty years Moba Beijing has built a strong customer base across China, supporting approximately 300 customers. “When I started in 2015, most farms were small or medium-sized family farms”, says Wei Li, General Manager of Moba Beijing. “Today we see many large-scale operations with millions of laying hens and a much wider diversity of egg products. Customers are no longer just looking for a machine – they are looking for quality, efficiency and sustained performance.”

This shift has fundamentally changed the role of Moba in the market. “We need to understand our customers’ business models as well as our own technology”, Wei Li continues. “Only then can we truly support their growth, reduce unnecessary costs and improve their efficiency. The focus should always be on how much we can help them, rather than how much we cost them.”

Introducing the Omnia ET

In response to these developments, Moba continues to innovate. During the CAHE show in May, Moba will introduce the Omnia ET to the Asian market. According to Wei Li, General Manager the timing is perfect: “With the Omnia ET, we can better support a specific group of customers who are scaling up and professionalizing their operations.”

“These customers typically operate farms of around one million laying hens and have diverse egg sales channels in their region. They mainly focus on volume-driven business such as OEM and wholesale, with eggs packed mostly on trays and transported in 360-pulp boxes”, Wei Li explains. “As a result, this type of customer is often looking for high-capacity graders with automatic detection units, but with less emphasis on extreme accuracy. With the Omnia ET, we offer a highly efficient solution that combines advanced AI and vision technology for improved detection rates with flexible packing options. This allows them to not only run high-volume tray production for OEM and wholesale, but also to produce consumer packs for smaller, premium market segments.”

Team effort & customer commitment
To successfully support these evolving customer needs and new technologies, Moba Beijing has steadily grown its organization, with helpdesk, sales support, HR and administration. This strong foundation is reinforced by a service organization fully focused on customer support, with more than ten service engineers active across the country for installation, maintenance and technical support, supported by two dedicated spare parts specialists to ensure fast availability of critical components and minimize downtime. To further strengthen this responsiveness, Moba Beijing moved to a larger warehouse earlier this year. “The new warehouse gives us more capacity for spare parts and logistics”, Yi Li explains. “It allows us to respond faster to our customers and prepare installations more efficiently.”

Service quality is defined not only by technical expertise, but also by mindset. As Wei Li explains: “From a service perspective, two things are essential: attitude and proficiency. Our engineers focus on solving issues rather than arguing and we always aim to resolve challenges together with the customer in a constructive way.” Continuous training and knowledge sharing are central to this approach. “Engineers learn from each other, share field experience and receive ongoing training opportunities”, he adds. “The goal is to deliver a level of service customers can rely on at any time.”

Behind this way of working is a strong team culture that defines Moba Beijing’s daily operations. Wei Li: “The most rewarding part of my job is working with a group of lovely, passionate and dedicated colleagues. As a leading company in the egg industry in China and worldwide, we cannot achieve our success without our teams. Everyone is motivated and shares the same goal: bringing Moba Beijing to the next level. We travel together, work together and help each other solve problems. When an issue is reported by a customer, everyone takes it seriously and focuses on solving it as quickly as possible. ‘Working with enthusiasm’ has become something truly valuable in our working life.”

Global support, local impact
Behind the local team stands the global organization of Moba. The cooperation with the headquarters in Barneveld in the Netherlands plays an important role, according to Sisi Yang. “We have very close contact with the headquarters. Through regular communication and weekly meetings, we stay connected on projects, product developments and customer support. This allows us to combine global expertise with local understanding – a real strength for our customers.”

This collaboration also shapes market strategy and product development. As Wei Li explains, the team works closely with Barneveld to stay ahead in a highly competitive environment with more than 20 local competitors in China. “We regularly report our findings on local market developments to Moba Barneveld. Together with Product Management and R&D colleagues, we review what we see in the field and how competitors are developing, so we can adjust our strategy accordingly.”

“This close cooperation allows us to act faster and more effectively”, Wei Li continues. “Based on these insights, we have developed solutions such as the Omnia ET to better serve medium and medium-large farms. At the same time, we continue to strengthen our position in the premium segment with innovations such as the Omnia PX Plus with Vision Weighing technology, aimed at customers producing high-end egg products. In this way, we combine global innovation with local market knowledge to stay ahead and support our customers in the best possible way.”

The future path
Looking ahead, the shift towards larger operations also defines the future direction of the industry. Wei Li shares his vision: “I see the development moving towards ‘lights-out’ factories. With the development of AI and humanoid robotic technologies, I believe that sooner or later we will see factories where no human beings are needed. Customers will no longer simply buy a machine or a grader, but a complete environment: a total solution. In that future customers will be closely connected to us, as every part of the process works together as one system. No single machine can easily be replaced and that is why it is important that we stay ahead and continue to innovate together with Moba globally.”

20 years of partnership and trust
Moba Beijing marks 20 years of establishment in 2026. This milestone reflects two decades of consistent commitment to China’s egg industry. “For us, this anniversary is really about the relationships we have built over the years, with the Moba team and our customers”, says Yi Li. “Our customers have trusted us for a long time and many of them have grown together with us. Their partnership and loyalty mean a great deal to us and we are proud to celebrate this moment together.”

This strong connection is also reflected in Moba’s reputation in the Chinese market. As Wei Li explains: “After 20 years in China, our name is deeply rooted in the minds of customers. We often say there are only two types of customers: those who have a Moba grader and those who are going to have one. They see Moba as the most robust solution and a reliable partner for their business.”

“As we mark twenty years of Moba Beijing, we would like to sincerely thank all our customers for their long-term commitment and trust”, Yi Li concludes. “We remain fully dedicated to supporting your success and will continue to bring advanced, reliable and efficient solutions to China’s egg industry in the years ahead.”