Formerly focused on advertising, China Natural Resources has shifted its business plan from working on minds to working in mines. The company operates through its Wuhu Feishang Mining Development unit, a producer of zinc, copper, gold, silver, and iron. Smelter operator Huludao Zinc Industry Co. is Wuhu's primary customer. Chairman and CEO Li Feilie owns a controlling stake in China Natural Resources, which he gained in the company's 2006 reverse acquisition of his Feishang Mining Holdings, after which it sold its iSense subsidiary (provided advertising, promotion, and PR services to clients in China and Hong Kong). The company has since acquired a number of other mining projects, all located in China.