COFCO Exhibition Wang Jing: Using New Consumption and New Scenes as Wings to Help China's Liquor Industry Achieve a New Leap in High-Quality Development

In Chengdu, a grand event focusing on China’s new consumption and new scenarios in the alcohol industry—the 2026 China Alcohol Industry New Consumption and New Scene Trends Release Forum—has officially opened. As an important activity of the 114th Spring Canton Fair, it is guided by the China Alcohol Circulation Association, organized by the 114th Canton Fair Organizing Committee, and hosted by Cover News and Huaxi Metropolitan Daily. Many industry guests gathered to explore new paths for industry transformation.

Currently, China’s alcohol industry is in a critical transition phase, moving from scale expansion to quality and efficiency improvement. Against this backdrop, the forum delves into the logic of new consumption in the industry, explores opportunities in new scenarios, and gathers wisdom and strength for high-quality development. Participants engaged in lively discussions on core topics such as consumption segmentation, channel restructuring, and the reshaping of people, goods, and scenes.

Ms. Wang Jing, Director of COFCO Exhibition, delivered the opening speech on behalf of the National Canton Fair Organizing Committee. She pointed out that China’s alcohol industry now stands at the intersection of consumption segmentation and channel restructuring, facing the challenges of adapting to new consumption patterns and developing new scenarios. As traffic dividends gradually fade, stock competition becomes more intense, and traditional channel models face dual pressures of inventory and profit. The rise of new formats like new retail, hard discounts, and private domain e-commerce is driving a profound transformation in the relationship between people, goods, and scenes. Channels are no longer just sales pathways but have upgraded to core carriers of brand value transmission, consumer demand matching, and industry ecosystem collaboration. Therefore, exploring and cultivating new consumption and new scenarios is key for the industry to navigate cycles and achieve sustainable development.

Wang Jing introduced that this forum is carefully designed based on deep industry insights. It responds to the call for high-quality development in the industry, creating a professional empowerment platform to help practitioners clarify industry directions, find effective methods, achieve in-depth cooperation, and co-create future growth. In terms of platform design, the forum emphasizes practicality and innovation, introducing more targeted matching methods to turn “broad contact” into “effective connection,” ensuring each negotiation is based on clear business needs. Additionally, the forum collaborates with professional institutions to release industry trend reports, providing valuable reference for decision-making, and integrates resources across the entire chain—including retail enterprises, e-commerce platforms, content ecosystems, supply chain services, and industry capital—supported by professional operational services. This promotes moving from initial acquaintance to deep cooperation, from product selection and positioning to terminal sales, and from long-term win-win to sustained growth.

Wang Jing further emphasized that high-quality development of China’s alcohol industry requires the entire industry to work in synergy. With increasing industry concentration, solo efforts are no longer sufficient to cope with market fluctuations and inventory risks. Only by building a “brand + channel + terminal” community of shared destiny can development momentum be consolidated and industry cycles resisted. To this end, the “Spring Sugar Attraction Field” platform has been created to break down industry chain barriers, allowing brands to focus on product innovation and cultural expression, while channels deepen scene operation and consumer services. Together, they can tap into new consumption potential and expand the value of new scenarios.

In her closing remarks, Wang Jing stated that standing at the starting point of a trillion-yuan market, she hopes industry colleagues will embrace consumption changes with an open mind, and work together to deepen scene value through collaborative efforts, jointly promoting China’s alcohol industry from “scale leadership” to “value leadership.”