The chairman of Fenjiu said that the liquor industry is not easy, and traditional experiences are almost ineffective.

At the 2025 Fenjiu Global Distributors Conference held on December 2nd, Yuan Qingmao, Secretary of the Party Committee and Chairman of Shanxi Fenjiu Group, stated that the current tough situation in the liquor industry is "obvious to all," which is related to the rapid transformation of the liquor development model. In the past, the liquor industry made great progress, mainly driven by government and business consumption scenes, which have the characteristics of high frequency and high price, and also led to the industry forming a certain inertia of thinking. However, this traditional experience was almost ineffective in 2025. In addition, the lack of attention from liquor enterprises to consumption scenes such as slight intoxication, leisure, home drinking, self-drinking, and drinking with friends is also one of the reasons. In the third quarter of this year, the liquor industry experienced the worst performance in nearly a decade. Shanxi Fenjiu was one of the few liquor companies to maintain growth. In the first three quarters of 2025, Shanxi Fenjiu achieved operating income of 32.92 billion yuan, a year-on-year increase of 5%; net profit attributable to shareholders of the listed company was 11.41 billion yuan, a year-on-year increase of 0.5%. Therefore, the Fenjiu Distributors Conference has also attracted industry attention. Yuan Qingmao believes that as the liquor industry continues to undergo deep adjustments, in the past, liquor mainly played the role of social currency. After the rise of self-indulgent consumption, its social attributes have also been affected to some extent. However, based on the characteristics of Chinese society, the future liquor market will be a long-term coexistence of tradition and rejuvenation, pleasing others and pleasing oneself, and online and offline.