Zhenjiu Lidu uses the "Alliance Merchant Group Purchase" model to provide channel partners with long-term meal tickets.

AI · How does the alliance wholesale model reshape manufacturer cooperation?

Produced by | Zhongfang.com

Reviewed by | Li Xiaoyan

On March 18, Zhenjiu Lidu Chairman Wu Xiangdong launched the ninth large-scale live broadcast themed “Zhen Fifteen · Fifth Generation Launch, New Wine Selling Mode,” officially unveiling Zhenjiu’s core flagship product, Zhen Fifteen · Fifth Generation. As a benchmark product in soy sauce liquor with cumulative sales exceeding 10 billion yuan and over 30 million bottles sold, the Fifth Generation Zhen Fifteen has undergone comprehensive upgrades in both the liquor and packaging. It also introduces a new alliance wholesale model, building a full-cycle benefit-sharing mechanism through price differences, monthly dividends, and equity incentives, working with channel partners to create a quality hard currency in the 350 yuan price segment, and launching a new strategic journey of “Da Zhen + Zhen Fifteen” with two major products.

After a decade of iteration and market cultivation, Zhen Fifteen has grown into the core growth engine of Zhenjiu Lidu. Data shows that since its launch, Zhen Fifteen has sold over 15,000 tons and more than 30 million bottles, with sales exceeding 10 billion yuan, covering all provinces and cities nationwide. It performs outstandingly in key soy sauce liquor consumption provinces such as Guizhou, Hunan, Henan, Guangdong, and Shandong, maintaining a top-three market share in Guizhou’s soy sauce liquor market and becoming a highly competitive national product in the mid-to-high-end soy sauce liquor segment. From regional blockbusters to a nationwide billion-yuan flagship, Zhen Fifteen’s stable quality output, precise pricing, and solid channel penetration demonstrate Zhenjiu’s brand strength and market appeal in the soy sauce liquor field.

The newly launched Zhen Fifteen · Fifth Generation carries the heritage and innovative breakthroughs of a billion-yuan product, with dual upgrades in liquor and packaging design. In terms of liquor, it adheres to Zhenjiu’s traditional Kunsha craftsmanship, carefully selecting high-quality base and aged wines to optimize flavor layers and mouthfeel, catering to various scenarios such as business banquets, gift exchanges, and daily appreciation. In packaging, it continues the brand’s classic visual symbols while enhancing texture and recognition, strengthening its high-end gift attributes to meet consumer upgrade trends. Based on product positioning, Zhen Fifteen · Fifth Generation focuses on the core 350 yuan price segment, aiming to create a high-quality soy sauce liquor in this range with better quality, improved experience, and stronger brand influence, consolidating its leading position in the mid-to-high-end soy sauce liquor market.

Compared to product upgrades, the new alliance wholesale model introduced with Zhen Fifteen · Fifth Generation has become a key industry focus. Facing the current channel reforms, profit segmentation, and sales pressure in the baijiu industry, Wu Xiangdong clearly stated during the live broadcast that Zhen Fifteen · Fifth Generation will use alliance partners as the core platform to reconstruct manufacturer cooperation relationships, establishing a short-, medium-, and long-term combined revenue system to fully activate channel vitality. Specifically, alliance partners who achieve sales of no less than one group (99 boxes, 6 bottles per box) within three years will enjoy profit differences and monthly dividends; those who complete three or more groups within three years will also receive additional equity incentives, achieving triple returns from product profit, dividends, and equity appreciation. This model breaks the traditional “single purchase, single profit” dealer limitation, deeply binding manufacturer interests and providing stable, sustainable wealth creation paths for channel partners.

To ensure effective implementation, Zhenjiu Lidu has defined five core alliance partner profiles to precisely select high-quality collaborators: 1. Existing alliance partners, prioritized based on established cooperation; 2. Clients who participated in the Wan Shang Alliance, sharing operational experience; 3. Tobacco and alcohol stores with stable group-buying resources, deeply cultivating local terminal markets; 4. Cross-industry clients with group-buying capabilities to expand consumption scenarios; 5. Professional liquor agents leveraging mature channel networks for rapid volume growth. Through precise profiling and strict screening, Zhenjiu Lidu aims to gather high-quality channel resources, building an efficient, stable, and controllable group-buying channel system, avoiding issues like channel smuggling, price chaos, and stockpiling, ensuring price stability and healthy channel development.

In terms of channel operation and market promotion, Zhenjiu Lidu has developed a systematic implementation plan for Zhen Fifteen · Fifth Generation. In the future, the company will hold 500 wealth-creation forums nationwide to explain the model advantages, share operational experiences, and connect cooperation resources with channel partners, strengthening alliance partners’ confidence and execution. Meanwhile, the product will focus on the gift market, deeply cultivating core consumption scenarios such as business gifting, festival visits, and banquets, using scenario-based marketing and targeted promotion to improve terminal sales efficiency and consumer recognition. Coupled with Wu Xiangdong’s personal IP live streaming empowerment and full-channel brand promotion, Zhen Fifteen · Fifth Generation aims to quickly achieve nationwide market coverage and consumer mind penetration.

The launch of Zhen Fifteen · Fifth Generation marks the official implementation of Zhenjiu Lidu’s “Two Major Products” strategy. Previously, “Da Zhen” rapidly gained volume through the Wan Shang Alliance model, signing thousands of alliance partners and covering hundreds of cities within 200 days, becoming a dark horse in the mid-to-high-end soy sauce liquor market. Now, with the alliance wholesale model, Zhen Fifteen · Fifth Generation continues this momentum, forming a product matrix with “Da Zhen” targeting the mid-to-high-end and Zhen Fifteen · Fifth Generation focusing on the 350 yuan segment, covering mainstream consumer price ranges to meet diverse consumer needs. The dual flagship products and dual models operate in parallel, further refining Zhenjiu Lidu’s product layout and channel system, enhancing overall brand competitiveness and market share.

As the first listed baijiu company on the Hong Kong stock market, Zhenjiu Lidu has always based its development on product innovation and driven by model innovation, carving a differentiated path during the industry’s deep adjustment period. The billion-yuan Zhen Fifteen’s iteration and upgrade reflect the company’s long-term commitment to core products; the implementation of the alliance wholesale model signifies a revolutionary restructuring of the channel ecosystem. From the Wan Shang Alliance to alliance wholesale, from a single flagship to a dual flagship strategy, Zhenjiu Lidu continues to optimize manufacturer relationships, improve channel efficiency, and strengthen product power, providing a practical example for high-quality industry development.

Standing at a new starting point, Zhen Fifteen · Fifth Generation, with its reputation as a billion-yuan product, upgraded quality, and innovative channel model, is expected to continue leading in the 350 yuan segment. As the alliance partner system improves, wealth-creation forums expand, and gift scenarios are deeply cultivated, Zhen Fifteen · Fifth Generation will further unlock market potential and solidify Zhenjiu’s core position in the soy sauce liquor track. In the future, Zhenjiu Lidu will continue to uphold quality, deepen model innovation, and work with channel partners nationwide to build a new ecosystem for soy sauce liquor and share new industry growth dividends.