Luzhou Laojiao Enters the "15th Five-Year Plan": From "Marketing Breakthrough" to "Ecosystem Co-construction"

On March 22, the 2025-2026 Luzhou Laojiao Annual Dealer Recognition and Marketing Conference themed “New Leap Forward, Steady Progress, Building Ecosystem Collaboration, Opening a New Chapter” was held in Luzhou.

The special feature of this conference is that, standing at the beginning of the “14th Five-Year Plan,” it allows us to clearly see Luzhou Laojiao’s achievements and responsibilities over the past five years, as well as glimpse how the company will initiate a “new leap” amid industry changes.

Review of the “14th Five-Year Plan”:

Not just growth, but the completion of “Digital Infrastructure”

During the “14th Five-Year Plan,” Luzhou Laojiao achieved a dual leap in scale and quality. Sales volume broke historical records, surpassing 20 billion and 30 billion marks for the first time. By 2024, the company’s revenue increased by 87.33% compared to 2020, with a compound annual growth rate of 16.99%; net profit grew by 124.33% over 2020, with an annual compound growth rate of 22.38%. More notably, since 2021, Luzhou Laojiao’s annual net profit has consistently ranked among the industry’s top, reflecting the company’s sustained profitability.

Supporting this profit scale is Luzhou Laojiao’s “Triple Brand, Three Product Lines, Major Single Products” strategy. The conference revealed that Guojiao 1573 remains at the high-end forefront, with 38-degree Guojiao 1573 becoming the industry’s first low-alcohol billion-yuan flagship product; Luzhou Laojiao series also surpassed 10 billion yuan.

This means Guojiao 1573 not only continues to dominate the top tier of high-end liquor but also has cultivated a super product—low-alcohol Guojiao 1573; simultaneously, the strength of Luzhou Laojiao’s mid-tier products has significantly increased.

Beyond scale and quality growth, Luzhou Laojiao also accumulated substantial competitive capital during the “14th Five-Year Plan”—digital infrastructure.

Data shows that during this period, Luzhou Laojiao’s five major product lines delivered over 50 million boxes, with core single products opening 110 million bottles, and the overall membership surpassing 50 million.

These figures serve as a test of digital investment over the past five years and lay the groundwork for strategic leapfrogging in the next five years.

Looking toward the “15th Five-Year Plan”:

From “Marketing Battles” to “Ecosystem Co-Construction”

By 2025, the liquor industry will enter a deep adjustment period. Slowing terminal sales and high inventory levels pose a threat to every liquor company.

Luzhou Laojiao Group (股份) Party Secretary and Chairman Liu Miao stated at the conference, “Currently, the liquor industry features ‘one surplus, two shortages, three changes’: ‘one surplus’ means total supply exceeds demand; ‘two shortages’ refer to fewer consumption scenarios and fewer consumers; ‘three changes’ involve generational shifts in consumption, changing consumer demands, and evolving consumption methods.”

In this challenging environment, the amount sold at the terminal is limited, and inventory pressure is shifting upstream. Future growth must come from activating real consumption scenarios, not just channel inventory transfers.

Holding an old map, unable to find new lands. At the start of the “15th Five-Year Plan,” what are Luzhou Laojiao’s direction and answers? During this dealer conference, Luzhou Laojiao officially launched the “156” strategy for the “15th Five-Year Plan,” which includes:

One goal: unwaveringly aim to “re-enter the top three in the industry,” continue to draw the blueprint, and build a world-class famous liquor enterprise.

Five concepts: long-term vision, quality, value, innovation, and coexistence.

Six systems: excellent market expansion and consumer innovation system; cultural empowerment and brand management system; quality production capacity and supply assurance system; digital intelligence integration and efficiency enhancement system; organizational vitality and talent development system; industry collaboration and ecological co-construction system.

Notably, the “Industry Collaboration and Ecological Co-Construction System” has been elevated to a strategic level. This indicates Luzhou Laojiao is building an industry community covering high-quality raw grain, intelligent manufacturing, digital marketing, and more.

The transition from “Marketing Battles” to “Ecosystem Co-Construction” centers on restructuring manufacturer-dealer relationships. During the “14th Five-Year Plan,” Luzhou Laojiao’s layered customer system and special plans proved effective, with the number of billion-yuan and ten-million-yuan customers continuously growing.

However, mere quantity growth is no longer sufficient to meet the new cycle. Future incremental growth will come from genuine terminal sales activation and deeper collaboration between manufacturers and dealers, moving from competition to cooperation.

In this context, the theme of this year’s dealer conference—“Building Ecosystem” and “Collaborative Battles”—becomes clear. The awards for strategic meritorious contributions, strategic partners, digital pioneers, and market expansion are vivid examples of “ecological co-construction.”

Key to winning the future: resolve, confidence, and collaboration

The strategic blueprint has been drawn. How to implement it? Luzhou Laojiao has its own winning approach.

First, strategic resolve.

Liu Miao emphasized at the conference: “During the ‘15th Five-Year Plan,’ we must stay clear-headed, keep our strategic direction steady; maintain strong resolve, keep our marketing efforts stable; and uphold high morale, ensure market expansion continues.”

Lin Feng, Deputy Party Secretary and General Manager of Luzhou Laojiao Co., further proposed to proactively initiate the “Ecological Chain Operation Strategy,” relying on forward-looking strategic layout, powerful technological enablement, and efficient collaborative operations to build an open, symbiotic, organically connected Luzhou Laojiao ecological community.

With direction set, no wavering, and expansion ongoing—this is Luzhou Laojiao’s confidence for the future.

Second, the confidence behind it. This confidence stems from two major competitive moats: culture and quality.

Culturally, Luzhou Laojiao, as the only industry player with a continuous 450-year-old “1573 Imperial Cellar Group” and over 700 years of traditional brewing techniques, has always adhered to the philosophy “a decade of branding relies on marketing, a century on quality, a millennium on culture,” integrating cultural roots into corporate development.

Even more valuable, Luzhou Laojiao’s culture continues to evolve. Its “Fengzang Ceremony” was listed as a Sichuan intangible cultural heritage in 2023; the “Luzhou Laojiao Archives and Literature 1771–1983” was included in the sixth batch of the “Chinese Archives and Literature Heritage List,” becoming a precious industry historical record. Meanwhile, the release of “Coexistence Philosophy—Luzhou Laojiao Corporate Culture Outline” and “Coexistence Marketing—Luzhou Laojiao Marketing Culture Practice Guide” injects new momentum into cultural marketing.

In terms of quality, during the “14th Five-Year Plan,” Luzhou Laojiao established eight organic sorghum bases, certified organic for 18 consecutive years; the Huangyi brewing eco-park was fully operational; the industry’s first “Lighthouse Factory” intelligent packaging center achieved “five firsts”; participated in drafting 27 national and industry standards; and received honors such as “National Intelligent Manufacturing Benchmark Enterprise.” These hard-core strengths form an unshakable quality foundation.

Furthermore, efficient collaboration. While leading liquor companies are simplifying channels to reduce costs and increase efficiency, Luzhou Laojiao chose a more challenging path: sharing risks and benefits with dealers. The company understands that only by adhering to the “Customer as Team” philosophy, co-constructing models, empowering capabilities, and sharing mechanisms can long-term, deeply bonded partnerships be built, achieving mutual benefits and sustained growth.

Collaboration extends beyond manufacturer-dealer relationships to internal organization. Over the past decade, Luzhou Laojiao’s ability to overcome challenges and cycle through downturns has been fundamentally supported by a professional, dedicated, excellence-seeking, and steadfast talent team.

At the conference, over 300 units received awards such as strategic meritorious contributions, strategic partners, and excellent dealers; 50 marketing backbone members were honored as “Warriors” and “King of Soldiers.” These honors recognize past contributions and celebrate the spirit of collaboration.

Finally, the “Fifteen-Five Oath-taking Ceremony” was launched. Banners flying, slogans resounding—this is not just a ceremony but a symbol that Luzhou Laojiao’s aligned, systematic, and efficient collaborative organization system is taking shape.