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Wuliangye's Annual Convention: Embracing Change in the Baijiu Market

On December 22, 2025, Wuliangye, one of the leading baijiu producers in China, held its annual convention in Yibin City, Sichuan Province. This year's gathering was particularly noteworthy as it addressed significant shifts in the market prompted by disruptive changes.

During this 29th Wuliangye 12•18 Annual Convention, industry experts came together to explore the evolving landscape of the baijiu market—China's traditional liquor. As consumer preferences continue to evolve, the need for baijiu manufacturers to adapt has never been more crucial. The discussions focused on how the industry is undergoing a transformation in terms of product offerings, market dynamics, and consumption patterns.

Zeng Congqin, the chairman of Wuliangye Group, highlighted the dual shifts underway in the baijiu industry: a move toward new demand-led supply channels and an increase in supply-driven demand. This indicates that producers must not only react to changing consumer behaviors but also anticipate future trends to remain competitive. Zeng expressed confidence in Wuliangye's readiness to navigate these challenges, backed by the company's strengths in development fundamentals such as product quality, brand reputation, and market strategy.

Wuliangye has a longstanding commitment to quality, with over 113,000 hectares of farmland dedicated to the grains required for their spirits. The introduction of high-tech workshops, such as the 529 and 533 workshops, emphasizes the company's focus on precision in quality control. This dedication has led to multiple accolades, including the prestigious 2025 EFQM Global Award, which recognizes exemplary organizational quality and performance.

The company's proactive approach to marketing and retail is also evident in its expansion strategy. In 2025, Wuliangye launched 474 specialty shops, experience centers, and themed restaurants, significantly boosting its visibility and sales. One notable achievement was the rapid success of a lower-alcohol product designed for younger consumers, which generated over 100 million yuan in sales within just two months of its launch. As part of the international expansion, Wuliangye-themed restaurants opened in Singapore and Japan, further diversifying its consumer base.

Externally, confidence in Wuliangye's brand quality and market positioning is strong, as illustrated by a Malaysian business manager's comments on the firm's prospects for continued growth and collaboration in Malaysia.

The 2025 annual convention not only serves as a reflection of Wuliangye's strategies and achievements but also as a platform for the entire Chinese baijiu industry to embrace the challenges and opportunities presented by a rapidly changing market. As the industry leaders and professionals in attendance shared insights and strategies, it became clear that adaptability and foresight are paramount for success in this evolving landscape.

As Wuliangye moves forward, the focus will remain on innovation and quality, ensuring the brand continues to thrive and maintain its position as a cornerstone of China's liquor market.