On December 18, 2024, the 28th Wuliangye “12·18 Co-Build, Co-Create, and Co-Share Conference” was grandly held at the multifunctional hall of Wuliangye Group’s headquarters. Under the theme “Unite Forces, Adapt to Change, and Co-Create Harmony,” the conference brought together industry leaders, government officials, distributor representatives, and media to review experiences, share achievements, and explore future strategies, all aimed at driving Wuliangye’s high-quality development.
As a key partner in Wuliangye’s global strategy, Sinocan Supply Inc.’s Chairman, Junqiang Ma, and General Manager, Lin Ma, were invited to attend the event. They were honored with the “Outstanding Heritage Award” and the “Harmonious Sharing Award” presented by Wuliangye Group, in recognition of their outstanding contributions to promoting the Wuliangye brand and culture in the Canadian market.
Sinocan Supply Inc. Receives Wuliangye’s “Outstanding Heritage Award” and “Harmonious Sharing Award”. During the awards segment, General Manager Lin Ma took to the stage to accept the prestigious honors on behalf of Sinocan Supply Inc.
At the conference, Zeng Congqin, Party Secretary and Chairman of Wuliangye Group, delivered a keynote address. He reflected on Wuliangye’s journey in 2024, providing a thorough analysis of macroeconomic trends and industry dynamics. Chairman Zeng emphasized that 2024 marked a pivotal year for deep adjustments within the liquor industry. Amid evolving circumstances, challenges, and opportunities, Wuliangye has steadfastly maintained its strategic focus, demonstrating resolve and pragmatism to achieve steady progress. He outlined five key priorities for Wuliangye: ramping up production, boosting innovation, expanding marketing efforts, enhancing management, and setting new benchmarks, all aimed at responding to external challenges with high-quality development.
Looking ahead to 2025, Chairman Zeng declared the year as a “Year of Marketing Execution Enhancement,” guided by the twelve-character strategy of “stabilizing prices, driving consumption, optimizing costs, and shifting styles.” The aim is to achieve simultaneous growth in brand value and market share by strengthening five core capabilities: product strength, brand strength, channel strength, service strength, and execution strength. This approach will further reinforce Wuliangye’s ecosystem of shared interests and mutual success.
As a key partner in Wuliangye’s Canadian market, Sinocan Supply Inc. has played a pivotal role in localizing the brand’s cultural narrative and expanding its market presence. By successfully introducing Wuliangye to Canada’s high-end market and organizing diverse cultural promotion activities, the company has fostered cultural exchange between China and Canada. During the awards segment, Sinocan Supply Inc. was recognized with the “Outstanding Heritage Award,” a testament to its past efforts and a foundation for deepening future collaborations.
Junqiang Ma, Chairman of Sinocan Supply Inc., Reflects on the Honor
In an interview, Chairman Junqiang Ma shared his thoughts: “Receiving the ‘Outstanding Heritage Award’ is a collective achievement of our entire team at Sinocan Supply Inc. Looking ahead, we will continue to align closely with Wuliangye Group’s strategic vision, further enhancing the brand’s influence in Canada. Through cultural promotion, we aim to introduce more people to the profound heritage of Wuliangye.”
General Manager Lin Ma also commented: “Wuliangye not only represents the pinnacle of Chinese baijiu craftsmanship but also embodies a cultural and lifestyle symbol. Sinocan Supply Inc. will continue to deliver professional services and localized marketing efforts to elevate Wuliangye’s brand value on the global stage. Our goal is to drive sales while sharing the cultural richness behind every bottle with Canadian consumers.”
The conference underscored Wuliangye’s core philosophy of “Co-Build, Co-Create, and Co-Share” and provided a valuable platform for global partners to exchange experiences and discuss future strategies. Moving forward, Sinocan Supply Inc. remains committed to the spirit of collaboration and innovation, working alongside Wuliangye Group to elevate the brand’s presence globally. Together, they aim to write a new chapter of harmonious development and mutual success in the international market.
