Looks like a place to get someone to set up industrial farm. I didn't see any new products. On
http://www.sfards.com/product#part2 the close up of some miners looked like back of S3's to me(I could be wrong).
GridSeed G-Blade
http://gridseed.com/en/product/blade_en.html( Antminer S3 is non-square, taller )
As for the picture:
国内另一家矿业巨头格锐思捷GridSeed拥有三代矿场机房建设和运维迭代经验，近期与WiiBox合作推出了
From [...] the merging of two industry leaders Gridseed and WiiBox, comes SFARDS
Not so much a 'new player'.