#China #Baijiu #Wuliangye #Yibin

Wuliangye Hosts Annual Meeting to Adapt to Market Changes

On December 22, 2025, the renowned Chinese baijiu manufacturer, Wuliangye, convened its annual meeting in Yibin, Sichuan Province. The event marked the 29th edition of the Wuliangye 12•18 convention and attracted attention from industry professionals worldwide. The meeting aimed to discuss the rapidly changing dynamics of the baijiu market and strategize on how best to adapt to these shifts.

The gathering underscored the importance of recognizing and responding to the disruptions affecting the baijiu industry. Experts noted significant changes in product structures, market expectations, and consumer behaviors. They emphasized that in this evolving landscape, it is crucial for baijiu producers to confront the challenges head-on. Zeng Congqin, the president of the Wuliangye Group, highlighted these developments, depicting them as critical for manufacturers to seize opportunities and establish a foothold for future growth.

As the market undergoes transformation, Zeng pointed out the dual role of supply and demand. He asserted that this interplay not only reflects the current state of the baijiu industry but also indicates paths forward. Both the new offerings geared towards consumer needs and the innovative demands driven by market dynamics signal a pivotal moment for industry players.

Central to Wuliangye's strategy is its unwavering commitment to product quality. The company has dedicated an impressive 113,333 hectares of grain fields exclusively for liquor production. Additionally, it has invested in state-of-the-art facilities—workshops equipped with cutting-edge technology—to ensure meticulous quality control. These efforts have garnered Wuliangye numerous prestigious awards on both national and international stages, including the highly esteemed Global EFQM Award in 2025.

In response to the changing market landscape, Wuliangye has aggressively expanded its retail presence, opening 474 specialized stores, experiential spaces, collection centers, and thematic restaurants throughout 2025. This surge in retail outlets has been seen as a strategic maneuver to heighten brand visibility and consumer engagement, effectively increasing sales volumes across various venues.

One noteworthy achievement for Wuliangye was the launch of a low-alcohol product targeting younger consumers, which managed to generate over 100 million yuan in sales within just two months of entering the international market. This successful launch was complemented by the establishment of Wuliangye-themed restaurants in Singapore and Japan, further showcasing the brand’s commitment to global expansion and appeal.

A business manager from Malaysia, observing the rising trend, expressed confidence in Wuliangye’s future, citing the brand’s commitment to quality, strong market reputation, and substantial market value. He conveyed a willingness to continue collaborative efforts with Wuliangye in Malaysia, indicating the brand’s positive international reception.

In summary, Wuliangye's recent annual meeting not only highlighted the critical condition of the baijiu industry but also set the stage for potential growth and adaptation strategies. With a solid commitment to quality and an innovative spirit, Wuliangye is poised to navigate the complexities of the future market landscape successfully.