---
title: "Profile | Wang Xia, \"Second Sister\" of Xinjiang: From Budweiser to RELX, How Pioneer Trading Upholds the \"Pioneer\" Banner?"
description: "If Second Sister didn't say it, no one would guess her age. In her sixties, she still looks young and energetic. It's hard to imagine how she maintains her entrepreneurial passion after 20 years in distribution. Her real name is Wang Xia, but few call her that. Everyone calls her \"Second Sister.\" Her business partner is Zhang Bo, 14 years younger, from a family with long-standing ties to hers. They've known each other since childhood, and since she's the second child, Zhang Bo has always called her Second Sister, and everyone followed suit. She likes the name because it feels close."
author: "澄韵"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2019-09-25"
categories: "Dealer Operations, Management & Methods"
language: "en"
canonical: "https://xinjignxiao.com/en/articles/profile-wang-xia-second-sister-of-xinjiang-from-budweiser-to-relx-how-pi-a2baf3d3/"
markdown: "https://xinjignxiao.com/en/articles/profile-wang-xia-second-sister-of-xinjiang-from-budweiser-to-relx-how-pi-a2baf3d3.md"
original_source: "https://mp.weixin.qq.com/s/IQWI2I-DDy6gUl4LMb4rVQ"
translation: "https://xinjignxiao.com/zh/articles/%E4%BA%BA%E7%89%A9-%E6%96%B0%E7%96%86%E4%BA%8C%E5%A7%90%E7%8E%8B%E9%9C%9E-%E4%BB%8E%E7%99%BE%E5%A8%81%E5%88%B0%E6%82%A6%E5%88%BB-%E5%85%88%E9%94%8B%E5%95%86%E8%B4%B8%E5%A6%82%E4%BD%95%E6%89%9B%E8%B5%B7-%E5%85%88%E9%94%8B-%E5%A4%A7%E6%97%97-a2baf3d3.md"
attribution: "New Distribution — https://xinjignxiao.com/en/articles/profile-wang-xia-second-sister-of-xinjiang-from-budweiser-to-relx-how-pi-a2baf3d3/"
citation: "澄韵. “Profile | Wang Xia, \"Second Sister\" of Xinjiang: From Budweiser to RELX, How Pioneer Trading Upholds the \"Pioneer\" Banner?.” New Distribution, 2019-09-25. https://xinjignxiao.com/en/articles/profile-wang-xia-second-sister-of-xinjiang-from-budweiser-to-relx-how-pi-a2baf3d3/"
usage_policy: "https://xinjignxiao.com/ai-policy.txt"
---

# Profile | Wang Xia, "Second Sister" of Xinjiang: From Budweiser to RELX, How Pioneer Trading Upholds the "Pioneer" Banner?

> If Second Sister didn't say it, no one would guess her age. In her sixties, she still looks young and energetic. It's hard to imagine how she maintains her entrepreneurial passion after 20 years in distribution. Her real name is Wang Xia, but few call her that. Everyone calls her "Second Sister." Her business partner is Zhang Bo, 14 years younger, from a family with long-standing ties to hers. They've known each other since childhood, and since she's the second child, Zhang Bo has always called her Second Sister, and everyone followed suit. She likes the name because it feels close.

**If Second Sister didn't say it, no one would guess her age. In her sixties, she still looks young and energetic. It's hard to imagine how she maintains her entrepreneurial passion after 20 years in distribution.**

"Second Sister" is Wang Xia, but few call her that. Everyone, regardless of age or gender, calls her "Second Sister." Her business partner is Zhang Bo, 14 years younger, from a family with long-standing ties to hers. They've known each other since childhood, and since she's the second child, Zhang Bo has always called her Second Sister, and everyone followed suit. She says she likes the name because it feels close.

In 1996, Second Sister and Zhang Bo pooled 50,000 yuan to start a business in Urumqi. They rented a storefront, and to save money, they went to a scrap yard to collect angle iron. After bringing it back, they asked the landlord to help them build a counter, welding the iron into a frame and fitting glass into it. That became the prototype of their distribution business. Later, they jointly established Urumqi Pioneer Orange Fruit Trading Co., Ltd., which continues to this day.

**Group photo of Urumqi Pioneer Orange Fruit Trading Co., Ltd.**

**Distributing Budweiser: Mutual Achievement Through Loyalty and Trust**

Second Sister has been a Budweiser distributor for 20 years. Reflecting on those years, she is filled with emotion. Starting in 1998, shortly after founding Pioneer, she and Zhang Bo tacitly established a standard for product selection: **products must be of excellent quality, trendy, and promising for the future**, living up to the "Pioneer" name. Around that time, they noticed Budweiser. Back then, Budweiser had not yet entered the Xinjiang market. In 1999, they began distributing Budweiser as secondary distributors, sourcing from wholesalers in Beijing. Budweiser provided no promotional support at that time.

The turning point came in 2002 when the regional director for Budweiser's northern region personally visited Xinjiang to inspect the market. According to Second Sister, when the director visited Pioneer's warehouse, he was deeply moved by what he saw. The warehouse was stacked with neatly piled bags of beer bottle caps.

During those years as a secondary distributor, Second Sister and her team were never idle. With no support from Budweiser, everyone pitched in—finance, administration, all went out as promoters. They didn't even have proper promotional uniforms, so Second Sister asked Beijing distributors for their discarded uniforms, washed them, and had employees wear them.

Additionally, to motivate waitstaff in restaurants and nightclubs, Second Sister devised a scheme: for every beer sold, the server received a 50-cent commission per cap. As a result, the pile of caps in the warehouse grew higher, and Budweiser gradually carved out a market in Xinjiang.

Talking about the past, Second Sister's eyes well up. It was a spirit of dedication to the brand. Seeing her effort and hard work, Budweiser immediately signed a contract with Pioneer, making it a first-tier distributor. That partnership has lasted 20 years. Over these two decades, Budweiser transferred advanced management techniques to Pioneer, helping the company grow, while Second Sister managed Budweiser's Xinjiang operations with great success. They have been loyal and trusting to each other, achieving mutual success.

**Meeting RELX E-cigarettes: Continuing the "Pioneer" Cause**

RELX found the right person in Second Sister. She has always detested smokers. Her father was a smoker, and when she was young, arguments with him often revolved around smoking. When she grew up and married, she found a non-smoker and lived happily for many years. But later, when she started her business, she encountered a heavy smoker—her partner, Zhang Bo. He was never without a cigarette, smoking during every meeting, which troubled her greatly.

Earlier, Zhang Bo had tried IQOS e-cigarettes, and Second Sister thought they were better than traditional cigarettes, causing less harm to those around. Because of Zhang Bo, all employees started using this new type of cigarette. But before they could get used to IQOS, RELX came along. Zhang Bo became Second Sister's personal product tester. It's said that even Zhang Bo couldn't believe it—after getting RELX, IQOS was abandoned under the coffee table. RELX's vapor was almost negligible in disturbing others compared to previous cigarettes. RELX's vision of "leading global smokers to a healthy and joyful life" resonated with Second Sister's own aspirations.

However, before becoming a RELX distributor, Second Sister did her homework. She scoured the internet for information about RELX, leaving no stone unturned. She researched RELX's team structure and the global development of e-cigarettes, while Zhang Bo had all employees conduct market research. The feedback was very positive.

**Photo of Second Sister with RELX founder Wang Ying**

The connection with RELX was inevitable. Her experience with Budweiser gave her a solid foundation. Pioneer's main channels are TT (traditional trade), nightclubs, restaurants, and KA (key accounts), and they only do direct distribution. RELX chose them because these channels align well with RELX's products.

On July 1, 2019, Pioneer officially partnered with RELX.

**Working with RELX: Always on the Run**

**"A new thing must go through ups and downs. Although e-cigarettes have various issues, we must not judge the whole by one part,"** Second Sister said. "After 20 years in business, employees had become tired. What RELX brought us, and what makes me happiest, is the change in the spirit of all employees." Since taking on RELX, night-shift employees (responsible for nightclubs) who used to come in at 1 PM now arrive before noon. Why? Because they need to grab stock. Their customers often run out of products, especially popular flavors, and if they come late, they might miss out.

Seeing the change in employee morale brings Second Sister great joy. Working with RELX has also given her new perspectives as a distributor. Especially in communication with the RELX team, she feels an unprecedented smoothness. It's said that **the average age of RELX employees is 27**, making for a very young and efficient team. After interacting with them, Second Sister found they solve problems quickly—issues can be resolved immediately via online meetings without accumulating old problems. This gives distributors ample space and energy to develop the market.

Moreover, RELX is a high-tech internet company that utilizes tools effectively: **anti-counterfeiting scanning systems, Kingdee Cloud, self-service vending machines, cooperation with Alipay, facial recognition systems, and real-time monitoring to prevent minors from purchasing.**

Second Sister noticed that all RELX staff, both horizontally and vertically, are professional, highly dedicated, and respectful of distributors. This is something she greatly admires. Although she has been a distributor for only three months, sales have grown 100% every month. Seeing the high enthusiasm, Second Sister allows employees to invest voluntarily in RELX and share dividends at year-end. "**Doing business isn't just about making money; it's about making money for those around you and making them feel happy,"** she believes.

**Pioneer's "Pioneer" Banner Must Be Carried On**

"After 20 years, we are very loyal to this brand, like our own child. With Budweiser, we believe in it and won't allow anyone to slander it. With RELX, it's the same—even though it's young, it truly has hard strength and real responsibility. We will treat this product the same way we treat Budweiser." When asked for advice for other distributors, Second Sister simply said: "**Steadfastly complete all your business processes, and be loyal to your manufacturers and your customers.**"

**Second Sister and Zhang Bo**

In Second Sister's eyes, her partner Zhang Bo has been a natural-born businessman since childhood—curious, daring, and quick to embrace new things. Most partnerships last only 3-5 years, but they've been together for over 20. "Zhang Bo is young but very dedicated. His mind is always on the company. Zhang Bo and I don't put much weight on money or profit, but we take the company's development seriously. We can be honest with each other and trust each other, which is why we've come this far together."

In the company, Zhang Bo is in charge of sales, while Second Sister focuses more on internal management and people. In the eyes of employees, she is a motherly leader. She helps resolve family conflicts, helps with housing, and often thinks more comprehensively about people. That's why many employees have stayed for over a decade.

Sometimes, if she doesn't come to the office for a day or two, everyone asks where she is and why she hasn't come. Zhang Bo often teases her about retirement, saying the company needs her—she can travel, but she should come back occasionally.

Second Sister is not just a businesswoman; she's a wise and caring big sister. Outside of business, she takes care of the elderly and children, participates in the Red Chamber Society, all with the intention of helping others.

She says that helping others without expecting anything in return brings blessings, and she is a beneficiary of such blessings. That's why she has persisted in selfless giving for so many years, treating those around her well, hoping to make a positive impact on society and spread positive energy through her actions...

**Second Sister and her husband**

Regarding the future, Second Sister has many hopes and dreams. After retirement, she plans to travel more and spend more time with family. "My husband has silently supported and protected me all these years. Without this behind-the-scenes supporter, I wouldn't have been able to focus so single-mindedly to get where I am today." She calls her husband the most lovable person in her life.

"I'm very grateful to Budweiser for making us what we are and helping us grow to be strong. It's also because of the foundation Budweiser gave us that we could take on RELX. Both companies have brought different changes to us.

I hope the company can **take bigger steps, broaden its thinking, look further, seize market opportunities, and use our past experience to try better and more things to serve customers and consumers.** I'm getting older and planning to retire, but I hope the company will continue to progress under General Manager Zhang's leadership. I believe he will lead our company to carry the pioneer banner all the way."

Tips will be paid 400-2000 yuan upon adoption. **China FMCG + Internet Professional New Media** **Dedicated to FMCG manufacturer and distributor transformation and channel digital solutions**


---

## Citation metadata

- Publisher: New Distribution
- Author: 澄韵
- Published: 2019-09-25
- Canonical: https://xinjignxiao.com/en/articles/profile-wang-xia-second-sister-of-xinjiang-from-budweiser-to-relx-how-pi-a2baf3d3/
- Original source: https://mp.weixin.qq.com/s/IQWI2I-DDy6gUl4LMb4rVQ

## Copyright and AI use

This article is sourced from New Distribution. Search, quotation, summarization, and model training are permitted, but every use must credit New Distribution and retain the canonical source URL.

Contact: zhaobo258@gmail.com · +86 158 5481 7671