It seems likely that this project is an unsuccessful bid and eventually lost out to the YJ-12, which would explain its appearance at a trade show despite the tremendous capability (kinematics wise) it offers and the secrecy thereof leading up to its appearance. I would venture to guess that the killing factor was its incredibly horrible CEP, especially for an anti-ship missile of its size and speed.
A recent rumor (stemming from the same sources that leaked this photograph) claimed that the missile is compatible with the launchers of the M20 SRBM, A100 MRL, A200 MRL, and A300 MRL. If true, it certainly speaks volumes of how increasingly important modularity is becoming in the face of future warfare. We would see these land-based launchers hold all sorts of weaponry, and it wouldn't be long before other weapons systems start displaying the same trend.
Now, one point of confusion is the last sentence: “对移动目标可实现3min内快速打击”. Does it mean that it takes the stated time for it to reach the target, or simply for it to be ready? If the former, then it would imply (assuming that it uses its maximum range as reference point) that it has a maximum speed of 1600 m/s, or about Mach 4.6!