Gubeichun Liquor

Gubeichun Liquor

　　Gubeichun Group Co., Ltd. was established in 1952. In October 1999, it was restructured into a limited liability company, making it one of the earlier liquor brewing enterprises and a key producer of pure grain liquor in Shandong Province. The company currently has 2,300 employees and total assets of 630 million yuan. It operates two production units: the Xincheng Distillery and the Laocheng Distillery, with an annual production capacity of 12,000 tons of high-quality liquor. Its flagship products are “Gubeichun” and “Gubeiyuan” liquors. The company can now produce four major types of pure grain high-quality liquor (Wuliangye-style strong aroma, Gubeichun-style strong aroma, mixed aroma, and soy sauce aroma). Over the past two decades, its products have been awarded titles such as “Quality Product of the Ministry of Light Industry,” “Quality Product of Shandong Province,” and have been recognized as “Shandong Provincial Quality Exemption Products.” In recent years, they have consistently held the title of “Shandong Provincial Famous Brand Product,” achieved the top sensory evaluation score among Shandong liquors, and the “Gubeichun” trademark has been named a “Famous Trademark of Shandong Province.” In 2002, it was also rated as one of the “Top Ten Provincial Industry Brands and Innovative Brands,” served as the designated liquor for the 20th Shandong Provincial Games, and obtained ISO9001:2000 Quality Management System certification. In recent years, facing the increasingly fierce competition in the liquor market, the company has liberated its thinking, pursued bold advancements, and insisted on internal development and external collaboration. It actively engaged in technical cooperation with Sichuan Wuliangye Distillery, successively developing five-star, four-star, and three-star Gubeichun varieties. These not only filled the gap in high-end strong aroma liquor in Shandong Province but also had epoch-making significance for the company’s product structure. This enabled the company to maintain continuous...

　　...stable growth over the past six years. Currently, the company has further strengthened its collaboration with Sichuan Wuliangye Distillery, continuously improving product quality, developing high-tech content products, and adhering to the principle of focusing on its core business while diversifying operations. By broadening multiple channels and expanding sources of profit growth, the company has enhanced its development momentum.

　　Its key performance indicators rank first in the industry in Dezhou City and among the top in the province. The company has been awarded the title of “National Advanced Enterprise in Quality and Efficiency” by the China Food Association. With annual sales revenue exceeding 100 million yuan and profits and taxes surpassing 40 million yuan, Gubeichun Co., Ltd. is gradually realizing a new pattern of establishing itself in Shandong and expanding nationwide.

　　On November 19, 2010, the results of the “Huazun Cup” China Liquor Brand Value Evaluation, jointly organized by the China Alcoholic Drinks Association and the China Brand Strategy Research Institute, were announced at the China National Convention Center. Gubeichun ranked 24th among Chinese liquor companies, with a brand value of 5.203 billion RMB, ranking 17th among Chinese liquor brands and first in Shandong Province.

　　3 Development History

　　Over the years, the company has collaborated with Sichuan Wuliangye Distillery to continuously improve product quality, develop high-tech content products, and adhere to the policy of “focusing on the core business while diversifying operations.” It has expanded various channels and increased sources of profit growth, thereby enhancing the company’s development momentum. The successful development of the Gubeichun series of high-end liquors not only filled the gap in high-end strong aroma liquors in Shandong Province but also had epoch-making significance for optimizing the company’s product structure. In terms of production technology, the company insists on innovation-driven development, focusing on multi-material and new process innovations. It successfully developed the “boboqu” (a type of fermentation starter), historically only producible in southern climates, significantly improving product quality. In sales, the company has adopted strategies combining network construction with terminal promotions, focusing on both key and target markets, as well as integrating provincial and out-of-province markets, leading to continuous growth in sales. In enterprise management, it has implemented a “trinity” management model driven by four major systems—planning, assessment, information, and training—integrating production and operational management. With the help of an ERP system, the company has elevated its modern management standards. In corporate culture, emphasis has been placed on fostering modern operational concepts by blending ancient canal culture with Gubeichun liquor culture. The hosting of the Gubeichun Liquor Culture Festival, the establishment of various artistic groups within the company, and the ongoing beautification of the company premises have created a positive cultural atmosphere, maintained an upbeat corporate spirit, and promoted stable development.