Langjiu launches marketing reform, with 5 sales companies operating independently and bearing their own profits and losses

Blue Whale News, February 26th (Reporter Zhu Xinyue)
On February 26th, Langjiu officially announced a reform of its marketing system, transitioning from a departmental structure to a corporate system. After this reform, the marketing system adopts a “5 sales companies + 10 sales regions” organizational model, meaning the three major brands—Qinghua Lang, Honghua Lang, and Longma Lang—and e-commerce KA channels and international business operate under a corporate system, while also coordinating sales regions. Overall management is unified by Sichuan Langjiu Co., Ltd.

The five sales companies include: Gulin Qinghua Lang Sales Co., Ltd., Gulin Honghua Lang Sales Co., Ltd., Luzhou Longma Lang Sales Co., Ltd., Gulin Langjiu E-commerce Co., Ltd., and Langjiu International Development (Hong Kong) Co., Ltd.

Regarding personnel appointments, Gulin Qinghua Lang Sales Co., Ltd. is chaired by Chen Jianwei, Vice General Manager of Langjiu Co., Ltd., with Yi Mingliang as General Manager and Hou Gang as Executive Vice General Manager; Gulin Honghua Lang Sales Co., Ltd. is chaired by Li Jun, with Yang Fei as General Manager; Luzhou Longma Lang Sales Co., Ltd. is chaired by Mei Gang, Executive Vice General Manager of Langjiu, with Chen Zhenwei as General Manager and Gan Yubin as Executive Vice General Manager; Gulin Langjiu E-commerce Co., Ltd. is chaired by Mei Gang, with Zhong Ling as General Manager; Langjiu International Development (Hong Kong) Co., Ltd. is chaired by Wang Bowei, General Manager of Langjiu, with Luo Xi as Acting General Manager.

Langjiu told Blue Whale News that these five sales companies operate independently with a profit-and-loss responsibility model, aiming to achieve more professional, agile, and deeply integrated market operations.

Notably, in this reform, the original Xiangxiang Business Department has been officially integrated into Longma Lang Company, further clarifying Longma Lang’s core position in Langjiu’s Xiangxiang strategy.

Looking back at Langjiu’s Xiangxiang strategic layout, in 2023, Langjiu officially established a hundred-billion Xiangxiang strategy; in 2024, the 150,000-ton ceramic jar storage was successfully put into use, greatly strengthening storage capacity and ensuring product quality for Xiangxiang products. In the same year, in May, the former Shunpin Lang Business Department merged with the former Langpai Tequ Business Department to form the Xiangxiang Business Department, marking a key step in team upgrading.

In September 2025, Langjiu’s flagship product of the Xiangxiang strategy, Longma Lang, was officially launched, signifying that the Xiangxiang strategy initiated by Langjiu in 2023 has entered the stage of tackling major products. This flagship product, targeting the core price range of 200-500 yuan, is regarded by industry insiders as a crucial move for Langjiu’s push into the Xiangxiang track.

Wang Bowei, General Manager of Langjiu Co., Ltd., told Blue Whale News that Longma Lang is the flagship product of the浓酱兼香 (rich sauce and Xiangxiang) style, developed after 50 years of market exploration and repeated validation. Its positioning is comparable to Qinghua Lang and Honghua Lang in the sauce aroma track, making it a long-term major product in Langjiu’s Xiangxiang segment.

It is reported that as an important carrier for the Xiangxiang series brands, Longma Winery will officially open to the public by the end of 2026, providing stronger brand support and cultural empowerment for Langjiu’s Xiangxiang products.

Meanwhile, Langjiu has also established 10 sales regions: Beijing, Shanghai, Henan, Sichuan, Jiangsu, Shandong, Guangdong, Hebei-Tianjin, Anhui-Zhejiang, and Hubei-Hunan, with related personnel appointments announced for each region, further improving the marketing network layout.

Industry analyst Xiao Zhuqing told Blue Whale News that this move reflects Langjiu’s proactive adaptation during the industry adjustment period, embracing change, upgrading its thinking, and breaking through to move forward. It aims to meet new market demands and new development needs, with a ten-year head start, focusing on closer market connection and sustainable long-term growth.