Wuliangye in China

Wuliangye Group Co. Ltd was set up in Yibin(宜宾), Sichuan(四川) province in August 19th, 1997.There are six famous brands of wines in Sichuan: Luzhoulaojiao(泸州老窖), Langjiu(郎酒 ), Jiannanchun(剑南春), Tuopaiqujiu(沱牌曲酒), Ququanxingdaqu(全兴大曲) and Wuliangye(五粮液), and Wuliangye is now the leading one. Wuliangye is produced using fermented rice, soybean, sorghum, maize, and glutinous rice. This way of making wine was developed by people in the Song Dynasty of China (960 A.D.-1270 A.D.). In the Top 500 Brands in China Ranking given by the World Brand Value Lab in year 2010, Wuliangye Group Co. Ltd ranked the 20th and the 1st in China’s food industry, with the value of brand 59.514 billion yuan. Up to end 2010, the Wuliangye Group Co. Ltd had in total 26.478 employees.

Wuliangye Group Co. Ltd: in several industries

The major and most important business of Wuliangye Group Co. Ltd is liquor producing and marketing. Now the company has built up its own complete sales network in most of the big cities of China. It now has more than 1000 retailers all over China. Also, its products are sold abroad.

Despite being one of the industry leaders of spirits in China, Wuliangye also participates in many other fields to develop in diversified aspects. These fields include: electronic equipment, medicine, metal manufacturing, printing, and plastics processing.

Wuliangye in China:a high-end product

As people’s awareness in health living are increasing, wine brands are trying to cater to the need of fitness. Wuliangye is also trying to build up its high-end, healthy brand  image. It is the second most famous and most valuable brand in wine industry, only following Maotai(茅台 ). Wuliangye, with strong fragrance, is becoming the first choice for Chinese business banquets, and traditional family reunions for important festivals.

In China, the price of Maotai has long remained above 1,000 yuan. But in 2011 and 2012, both first tier brands like Fenjiu and second tier brands like Shuijingfang and Langjiu are all raising their prices. The reason for the rising in prices is that there is great need for wines, which the supply cannot satisfy. Also, the labor costs, transportation costs, annd the costs for raw materials are all rising. This heating up of wine market is what market analysts are worrying about. Wuliangye, however, having already consolidated its position in the high-end market, is now aiming at increasing its market share in sub-high end market. Hanjiang(汉酱) is the product that it uses to explore the market of wines that are 700-800 yuan per bottle.




China consulting


Edited by Amy Wang

Credit Photo: Nipic