Mission Statement, Vision, & Core Values (2026) of JINHUI LIQUOR Co.,Ltd.

Rooted in Longnan and founded in 2009, Jinhui Liquor Co., Ltd. (603919.SS) blends traditional Baijiu craftsmanship-using sorghum and other grains-with modern efficiency across a diversified portfolio that spans liquor, wine, water, packaging and decoration materials; operating within the Consumer Defensive sector, the company's integrated production-to-distribution model and nationwide network position it to preserve cultural heritage while scaling product innovation, sustainability, quality control and customer satisfaction as it pushes into international markets-read on to explore its mission, vision and core values that drive this multi-stream business.

JINHUI LIQUOR Co.,Ltd. (603919.SS) - Intro

• Founded: 2009 (Longnan, China)
• Listing: Shanghai Stock Exchange (603919.SS)
• Headquarters: Longnan, Jiangxi Province
• Employees: ~3,800 (2023)
• Geographic reach: distribution across 30+ provinces and autonomous regions in China; growing export channels

• Mission: Preserve traditional baijiu craftsmanship while scaling quality-driven production to meet modern consumer needs and expand global recognition of Chinese spirits.
• Vision: Become a leading household and cultural liquor brand that blends heritage, sustainability and innovation-recognized domestically and on international stages.
• Core Values:
  • Quality-first: end-to-end control from raw materials to finished goods
  • Heritage & craftsmanship: protect regional fermentation and aging know-how
  • Customer respect: serve traditional and modern consumers with integrity
  • Sustainability: reduce environmental footprint in production and packaging
  • Diversification: develop complementary businesses (packaging, water, decoration)

• Integrated production chain: grain procurement, fermentation, distillation, ageing, bottling and distribution-enabling cost controls and consistent quality.
• Multiple revenue pillars: core baijiu brands, wine & water product lines, packaging services, construction/decoration materials.
• Distribution network: proprietary sales channels plus third-party distributors covering offline retail, catering and growing e-commerce presence.
• Target consumers: mid-to-high-end domestic buyers who value cultural heritage and quality, plus international enthusiasts of Chinese spirits.

• Brand elevation: invest in premiumization of flagship labels and packaging upgrades.
• Channel mix optimization: scale e-commerce and modern trade while strengthening distributor partnerships.
• Product diversification: grow non-baijiu beverage lines (water, wine) and packaging/decoration businesses to stabilize margins.
• Sustainability & cost control: energy efficiency, waste reduction in distillation and packaging.
• Internationalization: selective export growth to markets with rising interest in Baijiu and Chinese culinary culture.

• Profitability track: net profit grew from ~RMB 180M (2021) to ~RMB 250M (2023), reflecting higher sales and operational leverage.
• Balance sheet: total assets expanded to ~RMB 6.5B by 2023 to support production capacity and distribution investments.
• Revenue diversity: non-baijiu and packaging services contribute an increasing share of consolidated revenue, helping reduce cycle sensitivity of core liquor sales.

JINHUI LIQUOR Co.,Ltd. (603919.SS) - Overview

• JINHUI LIQUOR Co.,Ltd. is committed to delivering high-quality alcoholic beverages that embody the rich cultural heritage of China.
• The company focuses on producing traditional Baijiu using a unique combination of sorghum and other grains, adhering to time-honored fermentation and distillation methods.
• By integrating ancient production techniques with modern efficiency, JINHUI LIQUOR aims to craft spirits that resonate with both traditional connoisseurs and younger consumers.
• The mission emphasizes maintaining a balance between preserving cultural authenticity and embracing innovation to meet evolving consumer preferences.
• Dedication to quality and tradition is evident in meticulous production processes and the use of high-quality ingredients.
• Through this mission, the company seeks to contribute to the global appreciation of Chinese Baijiu, positioning itself as a key player in the international spirits market.

• To be recognized domestically and internationally as a premium Baijiu house that represents China's distilled spirits heritage.
• To expand international distribution and achieve a diversified consumer base spanning both luxury and entry-level segments.
• To innovate responsibly-adopting sustainable sourcing, energy efficiency, and traceability-while keeping core artisanal production techniques intact.

• Heritage: Preserve and celebrate traditional Baijiu craftsmanship.
• Quality: Insist on premium raw materials, stringent QC and consistency across batches.
• Innovation: Blend ancient methods with modern technology to improve yield, flavor stability and consumer reach.
• Integrity: Transparent supply chains, regulatory compliance and ethical business practices.
• Customer-centricity: Develop product lines and brand experiences tailored to diverse demographics.
• Sustainability: Reduce water and energy intensity, responsibly source sorghum and support local farming communities.

• Premiumization: Increase proportion of mid-to-high-end SKUs to lift ASP (average selling price) and gross margin.
• Channel diversification: Expand e-commerce and cross-border channels while strengthening HORECA and premium retail partnerships.
• Sustainable sourcing: Lock long-term contracts with sorghum suppliers to ensure traceability and price stability; pilot regenerative-agriculture programs in key sourcing regions.
• Brand-building: Invest in cultural storytelling and experiential marketing to translate heritage into perceived value for younger urban consumers.
• Operational excellence: Modernize select distilleries to improve yield by targeted 6-10% without compromising traditional fermentation cycles.

JINHUI LIQUOR Co.,Ltd. (603919.SS) - Mission Statement

• Preserve and promote traditional baijiu production techniques while applying modern R&D and quality assurance systems.
• Deliver superior product quality and safe, traceable supply chains across all product lines.
• Create long-term shareholder value through disciplined financial management and profitable expansion.
• Build community and cultural value by supporting local grain suppliers and regional heritage initiatives.
• Expand distribution reach to ensure product availability across domestic provinces and prioritized international markets.

• Domestic leadership: deepen penetration in core provinces and premium-channel growth.
• Selective internationalization: prioritized entry into Southeast Asia, North America, and Europe via HORECA, duty-free, and cross-border e-commerce.
• Product portfolio innovation: premium, mid-range, and innovative flavored/aged offerings while retaining classic lines.
• Brand elevation: targeted marketing campaigns, cultural storytelling, and partnerships to raise brand equity.

• Quality assurance: invest in fermentation research, ISO/HACCP processes, and traceability systems.
• Channel expansion: bolster modern trade, specialty retailers, and digital direct-to-consumer platforms.
• Brand-building investments: increase marketing spend in premiumization campaigns and cultural sponsorships.
• Operational efficiency: optimize supply chain, scale production for flagship SKUs, and improve working capital turns.
• Sustainability & sourcing: secure long-term grain contracts and implement energy/waste reductions at distilleries.

• Target CAGR: pursue mid-to-high single-digit revenue CAGR over the next 3-5 years through premiumization and channel mix shift.
• Profitability objective: improve net margin via product mix optimization and cost-control programs.
• International footprint: achieve measurable export revenue contribution within 3 years through prioritized markets and strategic distributors.

JINHUI LIQUOR Co.,Ltd. (603919.SS) - Vision Statement

• Quality: unwavering product standards across raw materials, fermentation, distillation and aging.
• Innovation: integration of smart manufacturing, process automation and R&D to raise efficiency and consistency.
• Cultural Heritage: preservation and promotion of regional Baijiu traditions and terroir-specific techniques.
• Customer Satisfaction: diversified portfolio and consumer segmentation to meet urban, premium and gift markets.
• Sustainability: resource-efficient production, wastewater control, energy optimization and packaging reduction.
• Integrity & Transparency: corporate governance, third‑party audits and clear stakeholder communication.

• Revenue Growth: target compound annual growth rate (CAGR) of ~10% over next 3-5 years through premiumization and channel expansion.
• Margin Improvement: pursue gross margin expansion via higher-mix premium SKUs and production efficiencies.
• Sustainability Metrics: reduce water usage per liter by 20% and CO2 intensity by 15% vs. baseline within five years.
• R&D & Digitalization: increase R&D spend to ~2-3% of sales and implement MES/ERP across all major plants.

• Labeling and storytelling emphasize provenance, master distillers and traditional recipes to strengthen brand equity.
• Investment in visitor centers, museums and regional festivals to promote Baijiu culture and drive premium tourism sales.

• Mass-market core SKUs for wide distribution in retail and e‑commerce.
• Mid-to-premium lines targeting urban consumers and gift occasions.
• Limited releases and aged expressions for collectors and high-end channel partners.

• Water recycling systems in major plants and stricter effluent controls to meet regional standards.
• Energy optimization projects (boiler upgrades, waste heat recovery) to reduce fuel consumption.
• Packaging light-weighting and recyclable materials to lower lifecycle environmental impact.

• Adoption of transparent reporting cycles, regular investor presentations and third-party assurance on key KPIs.
• Ethics policies, supplier audits and traceability programs to ensure ingredient quality and compliance.