On December 18, 2024, the Wuliangye 12·18 International Distributors Forum was grandly held in Yibin. This event marked the first large-scale international distributors’ forum organized by Wuliangye, aimed at collaborating with global partners to discuss future strategies and craft a shared vision for growth. Attending the forum were Zeng Congqin, Secretary of the Party Committee and Chairman of Wuliangye Group (Stock Company); Hua Tao, Deputy Secretary of the Party Committee and General Manager of the Stock Company; Zhang Yu, Vice Chairman of the Stock Company; and Chen Chong, Assistant General Manager of the Group and Chairman of the Import and Export Company. The event also welcomed representatives of Wuliangye’s international distributors and key executives from relevant departments of the Group.
The forum brought together Wuliangye’s global distributor partners to explore the prospects of Chinese baijiu in international markets and devise cooperative strategies. As an important partner of Wuliangye in Canada, Sinocan Supply Inc.’s Chairman, Junqiang Ma, and General Manager, Lin Ma, actively participated in the event. They shared insights into Sinocan’s successful market expansion efforts in Canada and outlined plans for future collaboration.
In recent years, Wuliangye has accelerated its international expansion. With the persistent efforts of its global distributor partners, the brand has continued to grow its market presence, diversify channel ecosystems, achieve notable milestones in brand building, and spearhead innovative breakthroughs. As the global market undergoes transformative changes, Chinese baijiu holds immense potential and stands poised to capitalize on its unique strengths.
Lin Ma, General Manager of Sinocan Supply Inc., delivered a speech at the forum
During the forum, Lin Ma, General Manager of Sinocan Supply Inc., delivered a speech emphasizing the company’s commitment to promoting Wuliangye and Chinese baijiu culture in North America. Over the past year, Sinocan has implemented multi-channel marketing strategies and targeted consumer education, successfully expanding Wuliangye’s market share in Canada while establishing it as a premium Chinese baijiu brand in the region.
Ma credited Wuliangye Group’s strategic support and high-quality products for enabling Sinocan’s market breakthroughs and reiterated the company’s dedication to mutual growth and collaboration with Wuliangye.
In his speech, Ma also highlighted Wuliangye Group’s strategy of transitioning from “going out” to “going in,” which provides clear direction for international distributors. Sinocan Supply Inc. intends to follow this strategy closely, actively pursuing localized marketing efforts to enhance the integration of Chinese baijiu into the Canadian and broader North American markets.
At the forum, Zeng Congqin, Chairman of Wuliangye Group, recognized the critical role of international distributors. He emphasized that “manufacturer-distributor unity and collaboration” forms the foundation of Wuliangye’s globalization efforts. Zeng reaffirmed the Group’s commitment to enhancing brand value, optimizing product portfolios, and refining channel structures to achieve new breakthroughs in the Chinese baijiu industry alongside its global partners.
As an industry leader and iconic representative of Chinese baijiu, Wuliangye remains steadfast in its openness, cultural confidence, and practical action. By seizing growth opportunities and expanding its footprint, Wuliangye aims to accelerate its global reach. This vision relies on the continued trust, support, and collaboration of its international distributor network. Together, Wuliangye and its partners are writing a new chapter of shared progress and success.
As Wuliangye’s core partner in Canada, Sinocan Supply Inc. actively engaged with other international distributor representatives during the forum, exchanging best practices for promoting Wuliangye in diverse markets. Sinocan’s participation and contributions demonstrated its commitment and capability as a key partner in Wuliangye’s globalization strategy.
Looking ahead, Sinocan Supply Inc. will continue to collaborate closely with Wuliangye, embracing opportunities and challenges with innovation and pragmatism. Together, they aim to drive Wuliangye’s success in international markets, forging a bright future for Chinese baijiu on the global stage.
