Guizhou Xijiu held the 2025 National Distributor Conference and Marketing Work Conference to strengthen the "six hearts" and rush to the "ten-year appointment"

From December 11th to 12th, the 2025 National Distributor Conference and Marketing Work Conference of Guizhou Xijiu was held in Xi'an, Shaanxi. More than 1,000 Xijiu distributor representatives and cooperative representatives from all over the country came across mountains and seas in the name of Junpin to witness the renewal and upgrade of Xijiu·Cellar 1988, and work together to create a new pattern of Xijiu marketing, and strive to write a new chapter of win-win cooperation between manufacturers.

Guizhou Xijiu 2025 National Distributor Conference Site

Xijiu Group Party Committee Secretary, Chairman and General Manager Wang Diqiang attended the conference and delivered a speech on the theme of "Working together to cross the industry cycle, working hard and working together to move forward steadily". Xijiu Group Party Committee Member and Chief Accountant Zhao Youfu presided over the conference. Xijiu Group and Xijiu Co., Ltd. leaders Liu Anyong, Chen Qiang, Yang Gangren, Yang Weiwei, Ye Yanfei, Xijiu Co., Ltd. general assistant and director Jiang Maoping, Xie Yuandong, Chen Ping attended the conference.

The welcome ceremony was filled with applause

At the end of the year, in the cold winter, the streets of Xi'an are full of proud Sophora japonica trees and fragrant wine. At about 8 o'clock in the morning, Wang Diqiang led the leadership team of Xijiu Group and Xijiu Co., Ltd. to line up neatly outside the venue, welcoming the arrival of the dealers' families with a warm ceremony and sincere gratitude, thanking them for their deep friendship with Xijiu, accompanying them all the way, working hand in hand, and moving forward together.

Wang Diqiang's speech

Wang Diqiang said that 2024 is a critical year for Xijiu to advance and transform. This year, under the care of the Guizhou Provincial Party Committee and the Provincial Government, Xijiu Group was upgraded to a large-scale state-owned enterprise under provincial management, which fully demonstrated the important role of Xijiu as the strategic "fulcrum" of Guizhou's wine industry. At the same time, it also put forward higher expectations and requirements for Xijiu. Xijiu has better opportunities for development, stronger motivation, more confidence, greater potential, and heavier responsibilities. This year, facing a new round of in-depth adjustments in the industry, multiple factors are intertwined. The majority of Xijiu distributors and Xijiu adhere to the values ​​and methodology of "long-termism", uphold the belief and execution of "crossing the cycle", and go all out to lay a solid market foundation, serve consumer needs, and strengthen brand culture. With the same thoughts, actions, and work, the planned tasks were completed on schedule, which injected strong momentum for Xijiu to open a new situation, break new ground, and write a new chapter.

Wang Diqiang, on behalf of all Xijiu people, paid high tribute to the majority of distributors and media friends. He said that in the new year, we should adhere to the "five-line" strategy, deepen the "five-precision" action, and be firm in the "six hearts", seek progress in stability, and continue to run for the "ten-year appointment".

First, we must have the confidence to cross the cycle. We always sing the "bright theory" of China's economy, firmly believe that the trend of high-quality development of China's economy will not change, the direction of China's liquor industry will not change, and consumers' pursuit of a better life will not change. From the perspective of product quality, industry development, and consumer choices, sauce wine is still a definite track worth laying out in the liquor industry.

Second, we must be sincere and unyielding. Xijiu will continue to uphold the marketing concept of "no ruthlessness, no business, service first", maintain policy continuity, continue to strengthen distribution services, terminal empowerment, and customer base expansion, adhere to "respecting business, loving business, being close to business, ensuring business, supporting business, and enriching business", and resolutely support the dealers who are willing to do things, support them, support them, support them, and support them. I sincerely hope that dealers and Xijiu will adhere to the spirit of the contract, jointly abide by the tangible business contract, and conclude an intangible spiritual contract.

Third, we must be determined to promote reform. Only reformers can advance, only innovators can become strong, and only reformers and innovators can win. Xijiu will pay more attention to system coordination, unswervingly promote the reform of the marketing system, combine integrated marketing with simple marketing, and innovate and explore new mechanisms and models suitable for market development, so that "frontline market commanders who can hear the sound of gunfire" can master and dispatch resources and firmly grasp the initiative of market development.

Fourth, we must be determined to clear the market. Xijiu will carry out the "Market Clearing Action", adhere to the "blade inward", manage the Xijiu marketing team from the source, adhere to joint management, and achieve "two-way rush" with dealers, and will never tolerate any behavior that disrupts the market order and damages the brand image of Xijiu.

Fifth, we must firmly fulfill our original intention of fulfilling social responsibilities. Xijiu will continue to devote itself to public welfare and bravely shoulder social responsibilities. We sincerely hope that dealers will work with Xijiu to promote Junpin culture, practice gentlemanly character, and work together to be kind, advocate and lead more people to devote themselves to charity and public welfare, and strive to form a code of conduct and moral norms, use the power of more people to solve the difficulties of more people, and realize the dreams of more people.

Sixth, we must be patient in long-termism. At present, the liquor industry is undergoing a deep adjustment, but its spiral upward trend has never changed. Adhering to long-termism is the guarantee for Xijiu and its dealer friends to move forward steadily. Its confidence comes from Xijiu's product quality and its confidence comes from Xijiu's Junpin culture. We must strengthen our confidence in development, think and plan for the future in the long term, prevent short-term behavior from harming long-term development, and believe that "quantitative change leads to qualitative change."

Wang Diqiang finally encouraged the dealers and their families with the words "to break out of the fog and move towards the light, the most powerful force is to work together, and the most effective way is to work together in harmony." He hoped that everyone would calm down and keep calm, as always believe in Xijiu, follow Xijiu, and support Xijiu, regard Xijiu as a passionate long-term career, and adhere to long-termism with Xijiu, move forward with Xijiu, and cross the industry cycle side by side in the great waves, and work together to create a more brilliant tomorrow.

Guizhou Xijiu 2025 Marketing Work Conference

The meeting made it clear that in 2025, Xijiu's marketing work should adhere to the general tone of "strengthening the foundation, overcoming difficulties, striving for advancement, taking offense as defense, and growing stronger", focusing on the market strategic layout of "supporting Junpin, stabilizing cellars, expanding Jinzuan, supporting "direct sales, and optimizing e-commerce", and creating a new Xijiu with the decision of re-entrepreneurship.

At the meeting, Liu Anyong read out the "Decision on the National Excellent Partner of Wenyi in 2024", and Chen Qiang read out the "Decision on the "Advanced Collective of Market Construction" in the Marketing System of Wenyi in 2024" "Decision on the Redemption of Sales Incentives in 2024", Yang Gangren read out the "Personnel Adjustment and Appointment Document", and Yang Weiwei made the "Guizhou Xijiu 2024 Marketing Work Report". Afterwards, Xijiu distributor representatives and Xijiu marketing representatives spoke respectively, expressing their gratitude to Xijiu and their hopes for the future.

Junpin Grand Ceremony

The conference also awarded the Junpin Grand Ceremony, and the distributors, partners and marketing teams who have made outstanding contributions to the development of Xijiu in the past year were awarded, and the highest respect was paid to them.

Xijiu Cellar 1 988 (2025) is coming

During the ceremony, the launch ceremony of the new upgrade of Xijiu·Cell 1988 was held. Xijiu·Cell 1988 (2025) adheres to the ancient method, strict and pure materials, selects old wines for blending, optimizes the wine body design, and highlights the roundness of the wine body. The aged and baked aromas are comfortable, the old wine taste is coordinated, mellow, and the aftertaste is long. It will provide consumers with a better drinking experience, more diverse choices, and more intimate services, and truly serve as a "high-end sauce wine goalkeeper".

Guizhou Xijiu 2025 National Distributor Industry Conference

Aiming at the top, failure is not caused by dense clouds and fog; dreams are on the other side, not stopped by stormy waves. Facing the long journey of the new era, Xijiu will all distributors adhere to long-termism, practice Junpin culture, clear the market fog, fight the market wave, and continue to promote the vigorous development of Xijiu, so that this mellow and heavy Chinese sauce flavor will spread all over the world and warm thousands of households.

Relevant responsible persons from Xijiu Group and Xijiu Co., Ltd., and relevant responsible persons from Xijiu Sales Company and Xijiu E-commerce Information Industry Company attended the meeting.