Beyond the interests of manufacturers, what truly constitutes a community with a shared future? Jinsha Liquor Industry responds through action

What are the specific measures for the AI · Manufacturer Community of Shared Destiny?

The 2026 Chengdu Spring Sugar Fair will be a concentrated showcase of Jinsha’s transformative achievements and the starting point of its new round of development.

Produced by | China Visitor Network

Reviewed by | Li Xiaoyan

The 2026 Chengdu Spring Sugar Fair is approaching, bringing together industry professionals from across the country in Rongcheng. During this period of industry adjustment characterized by inventory reduction and weak consumption, participants seek definitive directions and long-term solutions. Jinsha Liquor, which has consistently participated in the “Light of Famous Liquors” themed exhibition for many years, with nearly a century of craftsmanship heritage and a seventy-year history of distillery, serves as an important example of industry observers navigating cyclical changes. At this year’s Spring Sugar Fair, Jinsha will reintroduce its dual brands, Summarized Liquor and Jinsha Hui Sha, showcasing not only the smooth, mellow sauce aroma from the upper reaches of the Chishui River but also emphasizing “return” and “deep cultivation” as core themes. This signals strategic transformation, channel innovation, and manufacturer-supplier symbiosis, writing a new chapter of reform for traditional famous liquors in this rational, new era of the industry.

The soul of famous liquor lies in its historical roots and quality inheritance. Jinsha Liquor’s brewing tradition can be traced back to records from the Daoguang era, noting that “village liquor does not extend credit.” In the 1930s, Maotai master brewer Liu KAITING introduced the Daqu sauce aroma technique to Jinsha Yuanzhuang Yizhai Distillery, injecting authentic sauce aroma bloodline into the brand. In 1951, the state-owned Jinsha Distillery was established, becoming one of Guizhou’s earliest state-owned liquor producers; in 1958, Jinsha Hui Sha Liquor was officially named, with the “Hui Sha” process becoming a signature symbol of Guizhou sauce liquor. In 1963, during the first Guizhou Eight Famous Liquors selection, Jinsha Hui Sha and Maotai were listed together, establishing its identity as an “old famous liquor.” From state-owned factory establishment to process iteration, from grassroots liquor to high-end breakthroughs, Jinsha has always safeguarded its brewing essence with craftsmanship, accumulating solid strength through cycles.

Leveraging its rich heritage, Jinsha has built a dual-brand synergy matrix to achieve value upgrades. In 2014, Summarized Liquor was launched, pioneering the high-end cultural sauce liquor track with a focus on “book and wine culture”; in 2024, Jinsha was awarded the “Time-Honored Brand” certification, with Summarized Liquor selected as one of the first boutique products in the “Gui Series”; in 2025, Jinsha Hui Sha was included again in the “Gui Series” boutique list, completing a dual-brand boutique matrix. Today, Summarized Liquor maintains a high-end positioning, conveying cultural value through “reading classics, drinking Summarized Liquor,” while Jinsha Hui Sha roots itself in the mass market, solidifying its basic market with approachable sauce aroma. The continuous appearance at the “Light of Famous Liquors” exhibition reflects Jinsha’s commitment to its identity as a renowned liquor and industry recognition of its historical value and brand strength.

Strategic transformation is Jinsha’s core response to industry changes. At the dealer conference early in 2026, Jinsha’s new management team clarified the strategic shift: from “pan-national” expansion to “regional market gradient cultivation,” moving away from broad, scattershot expansion to focused, high-quality development in core and key markets. This adjustment directly addresses industry pain points—past blind expansion led to resource dispersion and weak channels—by focusing on regional and tiered operations, enabling precise resource allocation, strengthening channels, and deepening consumer engagement. Additionally, Jinsha is elevating its marketing approach from “channel-driven” to “terminal sales and consumer cultivation,” with “opening bottles” as the core to optimize terminal service, deepening direct terminal control and BC integration, and encouraging teams to sink into markets and develop boutique products—truly shifting from “selling products” to “cultivating users.”

Iterating manufacturer relationships is a key support for Jinsha’s transformation. During industry adjustments, pressure on distributors increased, making simple profit binding unsustainable. Jinsha has innovated by establishing a market health assessment system centered on sales, sales activation, and compliance, implementing tiered distributor management, rewarding high-quality partners, and standardizing entry and exit. This upgrades manufacturer-distributor relations from “interest binding” to “community of shared destiny.” This approach ensures reasonable profits for distributors and strengthens channel stability, providing partners with certainty amid market uncertainties. However, challenges remain: regional focus may lead to short-term market coverage contraction; transforming terminal sales demands higher team execution; distributor tier management must balance efficiency and fairness to avoid channel volatility. These are ongoing issues Jinsha must continuously address.

Quality assurance and cultural empowerment underpin Jinsha’s confidence in its transformation. As a core producer of sauce liquor in the upper reaches of the Chishui River, Jinsha adheres to traditional Daqu sauce aroma techniques to ensure stable product quality. Its dual brands target different scenarios—high-end business and mass consumption—meeting diverse consumer needs. In an industry shifting from “category dividends” to “brand dividends,” Jinsha leverages its heritage as a time-honored brand and its boutique dual-brand matrix to avoid homogenization and pursue distinctive development paths. Research reports from Galaxy Securities and GF Securities indicate that leading liquor companies in 2026 generally focus on stabilizing pricing systems, maintaining channel profits, and advancing long-term reforms. Jinsha’s strategic adjustments align well with industry trends, demonstrating its market insight and strategic resilience.

Currently, the sauce liquor industry is undergoing deep adjustments, with overcapacity, fierce price band competition, and rapid clearance of small and medium brands, making the Matthew effect more pronounced. In this context, Jinsha’s transformation is not passive but a proactive return to business fundamentals: abandoning short-term scale expansion, focusing on long-term value cultivation; discarding channel stockpiling strategies, emphasizing genuine consumer sales; reducing reckless expansion and strengthening meticulous operations. This “doing difficult but right things” approach reflects confidence in its heritage and respect for industry laws.

The 2026 Chengdu Spring Sugar Fair will be a concentrated display of Jinsha’s transformation achievements and the starting point of its new development phase. At the “Light of Famous Liquors” themed exhibition at Shiwaitao Yuan Hotel in Chengdu, Jinsha will showcase its dual-brand matrix, clear strategy, and deep cultivation stance, conveying its commitment to tradition and innovation. For distributors, Jinsha’s transformation means more stable channel profits, clearer market direction, and closer manufacturer-partner cooperation; for the industry, Jinsha’s practices serve as a valuable example for legacy liquor brands to navigate cycles and transform.

From deep historical roots to the depths of transformation, Jinsha Liquor relies on its heritage as a foundation and deep cultivation as wings. During industry adjustments, it actively seeks change and maintains integrity through innovation—preserving craftsmanship and heritage while taking steps suited to the new era. Despite ongoing challenges such as market fluctuations and implementation, its long-term commitment to long-termism, precise strategies, and manufacturer-supplier symbiosis will ultimately help Jinsha navigate cycles and achieve steady, sustainable growth. The Spring Sugar Fair in Rongcheng is a moment to witness Jinsha’s new transformative posture, and we look forward to this old-time famous liquor shining anew through deep cultivation.