---
title: "Heavyweight | Cut Non-Value-Adding Distributors, Rectify Substandard Markets, Jing Brand's 18th Distributor Conference Issues Tough Measures"
description: "On September 6, Jing Brand Co., Ltd. held its 18th distributor symposium with the theme \"Stick to, Transform, Breakthrough,\" attended by 714 liquor merchants from home and abroad. Chairman Wu Shaoxun spoke at the meeting. Notably, the company's operating revenue for 2015-2016 was 8.722 billion yuan, a 2.6% increase from the previous year, marking the first single-digit growth after a decade of double-digit growth."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2016-09-08"
language: "en"
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---

# Heavyweight | Cut Non-Value-Adding Distributors, Rectify Substandard Markets, Jing Brand's 18th Distributor Conference Issues Tough Measures

> On September 6, Jing Brand Co., Ltd. held its 18th distributor symposium with the theme "Stick to, Transform, Breakthrough," attended by 714 liquor merchants from home and abroad. Chairman Wu Shaoxun spoke at the meeting. Notably, the company's operating revenue for 2015-2016 was 8.722 billion yuan, a 2.6% increase from the previous year, marking the first single-digit growth after a decade of double-digit growth.

Article by WeiJiu Team | Edited by Gu Debai
On September 6, the 18th distributor symposium of Jing Brand Co., Ltd., themed "Stick to, Transform, Breakthrough," was held, with 714 liquor merchants from home and abroad gathering at the Fengda International Hotel in Hefei. It is understood that this meeting had the largest scale of participating merchants in the history of the symposium. Wu Shaoxun, Chairman of Jing Brand Co., Ltd., attended and delivered a speech.
Notably, WeiJiu reported exclusively on July 11 that the operating data for the 2015-2016 business year (June 27, 2015 - June 26, 2016; Jing Brand's annual operations are calculated on this basis) was 8.722 billion yuan, a 2.6% increase from the previous year's 8.499 billion yuan. In the previous decade, Jing Brand maintained high double-digit growth, but this year it showed single-digit growth for the first time.
As an industry benchmark, how Jing Brand will proceed next has drawn much attention. WeiJiu reporters have summarized the core content of the meeting as follows:
**△** Wu Shaoxun speaking at the meeting
At the conference, Jing Brand communicated on the current market environment, channel management, infrastructure construction, and division of responsibilities between manufacturers and distributors.
**1. Current Market Environment:**
The company pointed out the need to keep pace with the times and correctly understand the new normal of the liquor industry. Invest scientifically, enhance sense of responsibility and mission. Firmly pursue brand development, build confidence, determination, and patience. Implement healthy marketing to promote long-term brand development.
**2. Channel Management:**
First, eliminate non-value-adding intermediaries and strengthen direct supply to terminals. Second, rectify substandard markets and intensify survival of the fittest. Third, improve channel profit distribution and optimize investment models. Fourth, deeply sink resource allocation and intensively cultivate county-level markets.
**3. Infrastructure Construction:**
Strengthen outlet development and continuously improve product coverage;
Optimize product display and strengthen terminal marketing momentum;
Enhance atmosphere building and consolidate terminal marketing momentum;
Improve service quality and build good customer relationships at terminals;
Standardize product prices and maintain good market order;
Improve shelf-life management and reduce risks of near-expiry and expiration;
Deepen consumer cultivation and promote brand experience interaction.
**4. Division of Responsibilities between Manufacturers and Distributors:**
> First, strengthen distributors' sales functions and highlight customers' role as market entities, including terminal maintenance, market promotion, team management, channel construction, sales management, and resource integration.
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> Second, strengthen headquarters' market functions, focusing on planning and execution of "marketing" work, including brand education, investment management, activity guidance, skill training, execution supervision, and cultural promotion.
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> Third, systematically evaluate customer strength and gradually advance the division of labor between manufacturers and distributors.
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> Fourth, standardize customer operation management and improve cooperation efficiency between manufacturers and distributors.
**WeiJiu Comments:**
❶ On the eve of the Mid-Autumn Festival peak season, Jing Brand's distributor conference is undoubtedly preparing for the peak season. Besides boosting morale, Jing Brand also pointed out specific market operation methods for distributors.
❷ From the phrases "eliminate non-value-adding intermediaries, strengthen direct supply to terminals" and "deeply sink resource allocation, intensively cultivate county-level markets," it can be seen that Jing Brand is beginning to adjust in the face of slowing sales growth.
The core message is: strengthen market flattening operations. WeiJiu reported in March this year that Jing Brand was piloting in some markets, hoping to achieve flat operations in county-level markets. It can be seen that this path will be promoted nationwide.
Regarding eliminating non-value-adding intermediaries, according to WeiJiu reporters, compared with other liquor companies, Jing Brand's distributor team is relatively stable. This has led to an increasing number of distributors who gradually cannot keep up with Jing Brand's development due to age issues, capital chain problems, concept differences, lack of successors, etc.
"Jing Brand is still a humane company. In the past, it often helped rectify unqualified distributors. This time, starting to adjust the distributor team is a response to the market." A Jing Brand distributor expressed this to WeiJiu reporters.
❸ It is worth noting that Jing Brand's headquarters is in Hubei, but this time it chose to hold the all-distributor conference in Anhui market. Some industry insiders said this may indicate that Jing Brand will strengthen the important strategic position of Anhui market. While Anhui's Gujing Gongjiu is entering Hubei, Jing Brand's Maopu attacking Anhui is also reasonable. WeiJiu will continue to pay attention to its specific market trends.
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