Rebuilding the vendor win-win relationship: Why has the Zhen15 Alliance Plan attracted widespread industry attention?

Ask AI · How does the triple-gain mechanism of the Zhen Shiyi Alliance Plan protect the interests of distributors?

Produced by | China Fang Net

Reviewed by | Li Xiaoyan

On March 18, at his ninth personal large-scale live broadcast, Wu Xiangdong, Chairman of the Zhenjiu Lidu Group, officially unveiled the core SKU Zhen Shiyi · Fifth Generation and the channel innovation model, the Zhen Shiyi Alliance Plan. The live stream generated 10.62 million total views nationwide, 3.6 million likes, and a peak of 355,000 concurrent viewers. During the deep adjustment period in the baijiu industry, this combination of “super product + super model + super communication” demonstrates the resilience and transformative strength of leading baijiu companies. As a flagship work accumulated over a decade of Zhenjiu’s growth and an upgrade plan for the channel ecosystem, this launch not only injects new momentum into Zhen Shiyi, but also provides a reference sample for the industry to address channel pain points and build a long-term win-win future.

Since Zhen Shiyi was launched in 2016, after four rounds of iteration and a decade of market validation, it has grown into Zhenjiu’s number-one core SKU. With cumulative sales of more than 30 million bottles and sales exceeding 10 billion yuan, it covers markets nationwide. In key baijiu-making provinces such as Guizhou, Hunan, Henan, Guangdong, and Shandong, it ranks among the mainstream. In the Guizhou market, its market share ranks third, making it a benchmark product in the upper sub-premium price band of baijiu. The Fifth Generation launched this time achieves a dual upgrade in both the liquid and appearance—delivering better quality and stronger recognizability to build on the reputation and momentum of a billion-level-volume product.

The upgrade of the wine body is led by eight national-level baijiu judges, completed through thousands of tastings, blending, and finishing. The product significantly increases the proportion of “major-return liquor” in the third, fourth, and fifth rounds, and incorporates more seasoning using rare aged Zhenjiu liquor over 15 years old. It makes comprehensive improvements in sauce-aroma layers, velvety and mellow richness, and overall harmonization on the palate—better aligning with mainstream scenarios such as business banquets, household gatherings, and gift-giving. The appearance retains the classic Tianqiu bottle shape, while the glaze color is upgraded to Xuántiān brown. It integrates an innovative design of the “Zhenbao pattern” with eight classic patterns. The outer box uses four-sided transparent PET eco-friendly material, strengthening end-market recognizability with “value you can see,” and combining Eastern aesthetics with modern consumer preferences. The unified retail guidance price is 588 yuan per bottle, and the group-buying guidance price is 320 yuan per bottle—precisely anchoring the upper sub-premium mainstream business price band, with both strong value-for-money and strong value perception.

A deep brand foundation and hard-core production capacity are the rationale behind the quality upgrade. In the live broadcast, Wu Xiangdong reviewed Zhenjiu’s 50-year brand journey and disclosed the production capacity layout: in recent years, the group has cumulatively invested 12 billion yuan to increase production and capacity expansion. In 2025, brewing capacity will reach 45,000 tons, and high-quality base liquor storage will be 150,000 tons—laying the groundwork for long-term quality stability and scale expansion. At the live broadcast event, Zhenjiu’s core artisan team held discussions around qu-making, brewing, blending, and quality control. By making the process transparent, they convey confidence in quality and strengthen consumers’ and distributors’ confidence in the Fifth Generation product.

With the baijiu industry entering a period of deep adjustment, traditional channels face multiple pressures, including channel chaos and price-cutting due to unauthorized cross-region sales (gray channel trading), high inventory levels, thinner profits, and low-price shocks from e-commerce. The manufacturer-distributor relationship, pricing system, and profit model urgently need to be rebuilt. Against this backdrop, Wu Xiangdong officially launched the Zhen Shiyi Alliance Plan. Guided by the cooperation philosophy of “we are not one family, so we don’t enter one family’s house,” it creates a triple-gain mechanism of “product price spreads + monthly profit sharing + equity incentives from listed companies.” By enforcing strict rules to control the market, binding partners through shared interests, and sharing long-term dividends, it builds a stable and sustainable channel win-win ecosystem.

This plan is an iterative upgrade of the successful experience of the “Alliance of Ten Thousand Merchants.” The “Ten Thousand Merchants” alliance launched in May 2025 has already held 88 entrepreneur-startup growth (Chuangfu) forums, signed up more than 4,000 alliance merchants and large retail stores, and covers 280 cities across 31 provinces nationwide. It has driven cash recovery for Dàjīn · Zhenjiu of over 900 million yuan, validating the feasibility of the alliance model. The Zhen Shiyi Alliance Plan optimizes entry for core large-volume single products: clear eligibility, definite rewards, and strict control. Alliance merchants can enjoy stable price spreads as long as they complete the agreed sales volume; monthly profit sharing ensures cash flow; and those who meet targets can receive equity incentives from listed companies. This truly achieves “manufacturer and distributor as one entity, long-term win-win.” The model follows unyielding rules on strict price control, a total ban on gray channel trading, and standardized end-market practices. These serve as iron rules to stabilize the pricing system from the source and protect channel profits, alleviating the long-standing problem of disorder in the industry.

In terms of product strategy, Zhenjiu Lidu is accelerating the formation of a dual-core matrix of “Dàjīn + Zhen Shiyi.” It targets the industry’s “high-end + upper sub-premium” combination play, precisely covering demands across different price tiers. With new tools such as short video live streaming and AI-based communication—through chairman IP live streams, full-domain content seeding, and online-offline integration—it rapidly expands product awareness and reaches targeted users, pushing both scale and share to grow. This time, the live broadcast achieved ten-million-level viewing data, which not only reflects the strong call to action of the chairman’s IP, but also confirms the market appeal of the new model and new product.

From an industry perspective, the release of the Zhen Shiyi Fifth Generation and the Alliance Plan comes at a critical moment when both baijiu going overseas and domestic structural adjustment are happening in parallel. Leading liquor companies are responding to cyclical fluctuations by upgrading products, innovating channels, and exploring new models. Zhenjiu Lidu, grounded in production capacity, driven by products, and empowered by its model, charts a path to differentiate and break through. On one hand, it continues to strengthen base liquor storage energy and process R&D to consolidate quality barriers for sauce-aroma baijiu. On the other hand, using the alliance plan to reshape manufacturer-distributor relationships and enhance channel stickiness through cash-flow profit sharing and equity incentives, it addresses common industry pain points.

Objectively speaking, industry adjustment is still ongoing, and tests remain for consumption recovery pace, channel execution efficiency, and the stability of the pricing system. The scale rollout of the alliance plan, nationwide replication, and realization of long-term rewards require a strict control system, efficient operational support, and continuous market investment. At the same time, competition in the upper sub-premium segment is fierce. Product sell-through, consumer cultivation, and regional penetration still need time and resources. It is necessary to balance the explosive short-term scale with steady long-term development.

Looking to the future, Zhenjiu Lidu has already clarified its development path: using the Zhen Shiyi Fifth Generation as the core SKU, the alliance plan as the channel engine, and supported by the 50-year brand and billion-yuan production capacity to deeply cultivate the upper sub-premium sauce-aroma baijiu market. It will drive product premiumization, channel flattening, and manufacturer-distributor integration. As the Fifth Generation product is fully rolled out and the alliance plan rapidly expands, Zhenjiu is expected to further consolidate its third position in Guizhou sauce-aroma baijiu, increase its national market share, and seize opportunities during the industry’s recovery cycle.

The ten-million-level live broadcast launch is not only a product and model upgrade for Zhenjiu Lidu, but also a proactive exploration by the baijiu industry during the adjustment period: establishing quality as the foundation, innovating with the model, and achieving win-win outcomes through an ecosystem. It shifts the manufacturer-distributor relationship from simple buying and selling to long-term partnership, and changes product competition from price rivalry to value competition. For distributors, the Zhen Shiyi Alliance Plan offers a low entry threshold, stable returns, and a cooperation option with high growth potential. For consumers, the Fifth Generation Zhen Shiyi brings higher quality, more stable prices, and a better experience. For the industry, this model offers a replicable Zhenjiu solution for solving channel dilemmas and rebuilding market order.

As the Zhen Shiyi · Fifth Generation is fully rolled out and the Zhen Shiyi Alliance Plan moves forward with implementation, Zhenjiu Lidu will continue to uphold quality with a long-term mindset, transform channels with an innovative spirit, and connect partners with an open mindset. It will steadily advance in the second half of competition in sauce-aroma baijiu, injecting new vitality into China’s high-quality development of baijiu.