On May 12, 2026, Guotai Digital Intelligent Distillery Marketing Co., Ltd. and Beijing JD Century Trade Co., Ltd. solidified a comprehensive strategic partnership during a signing ceremony held at the Jinshitong International Wine Chateau in Qinhuangdao, Hebei. This landmark agreement signifies a comprehensive elevation of the collaborative framework between the two entities, aiming to jointly innovate new paradigms for online baijiu consumption and inaugurate a new chapter of shared value creation.

Senior executives from JD.com's Supermarket liquor business division, alongside leadership from Tasly, Guotai Distillery, and Jinshitong International Wine Chateau, were present at the event.

**Building a New Business Ecosystem of Symbiotic Value**

JD.com serves as a crucial online sales platform for liquor brands. Guotai Distillery and JD.com have maintained a cooperative relationship for a decade. Building upon this existing foundation, both parties will deepen their collaboration to stride towards a new phase of high-quality development. Guided by the principle of "Commerce Through Connectivity," Guotai is committed to constructing a new commercial ecosystem characterized by "integration of manufacturers, distributors, and consumers" for symbiotic value. The collaboration will encompass a full range of multi-level initiatives, including business model upgrades, supply chain optimization, joint product development, membership system construction, and diversified co-marketing. Additionally, both sides will continue to explore synergies in areas such as JD Logistics and JD Health.

Regarding product collaboration, Guotai and JD.com will jointly develop exclusive products tailored to consumption trends and the characteristics of high-net-worth user spending, matching them with precise promotional resources to co-create best-selling items. In supply chain cooperation, Guotai will leverage JD Logistics' advantages to enhance product turnover efficiency. For membership system development, efforts will integrate JD PLUS membership benefits and baijiu consumer analysis to establish Guotai's dedicated membership framework on the JD platform. In terms of diversified joint marketing, the partnership will utilize JD's marketing resources to create exclusive thematic promotional campaigns for Guotai, implementing integrated online and offline marketing strategies. In recent years, Guotai has consistently strengthened its online marketing infrastructure, bridging online and offline channels. By continually increasing investment in the consumer end, it promotes an innovative marketing model centered on "consumption creating value."

**Pooling Strengths to Forge New Growth Momentum**

The head of JD Supermarket's liquor business stated that JD.com will collaborate with Guotai Distillery to establish a dedicated membership system, enabling more users to enjoy Guotai's fine spirits. Furthermore, the partnership will create IP events such as the Mid-Autumn Festival "Guotai · Family Reunion Fan Festival" and "Guotai Super Brand Week," securing core resource placements across multiple JD channels. This approach aims to achieve more dimensional and innovative cooperation, delivering an enhanced consumer experience. JD Supermarket's liquor business, adhering to a service philosophy of "Authenticity, Completeness, Savings, and Speed," transforms the platform's overall advantages into sustainable commercial value for merchants. Through a pathway of "Expression, Reach, and Arrival," it permeates the market with high-quality products and brand culture, earning consumer recognition. Guotai's sales on the JD platform have shown steady growth in recent years, with a particularly strong upward trend during the 2026 Chinese New Year shopping season, where the Guotai brand achieved a growth rate exceeding 50%.

Yan Xijun, Honorary Chairman, Founder of Tasly and Guotai, Lifetime Honorary Chairman of Tasly Group, and Chief Architect of Innovation Productivity for Guotai Digital Intelligent Distillery Group, highlighted that for nearly three decades, Guotai has been rooted in Maotai Town, dedicated to brewing an authentic Daqu Jiangxiang baijiu. The company continuously explores intelligent brewing to effectively ensure consistent quality across different production batches. Guotai has systematically restructured its product portfolio, completing a three-tier planning strategy for its master brand. It has also equipped its Guotai Guobiao series with exclusive "Digital Spirit Certificates," establishing a quality assurance system enabling "traceable origin, controllable quality, trackable distribution, and accountable responsibility." In recent years, Guotai has focused on developing core flagship products, actively expanding online marketing, and launching online-exclusive editions, winning the favor of a vast number of consumers. Moving forward, Guotai Distillery and JD.com will continue to deepen their cooperation. Based on consumer insights, they will engage in comprehensive collaboration across multiple dimensions, including product R&D, innovative tasting methods, and thematic campaign creation. By innovating marketing models and leveraging their respective strengths, they aim to jointly expand the industry's growth potential, allowing more people to appreciate the fine quality of Guotai spirits.

Liu Hongwei, Vice Chairman of Tasly Digital Intelligent Health Industry Group, Executive Chairman of Guotai Digital Intelligent Distillery Marketing Co., Ltd., and Chairman of Guotai Distillery Sales Co., Ltd., emphasized the profound significance of the strategic partnership between Guotai Distillery and JD.com. Both parties will jointly advance cooperation across multiple fields, including retail, logistics, digitalization, supply chain, finance, health, and corporate social responsibility, to provide consumers with better products and more efficient, attentive service. The signing ceremony proceeded in the presence of distinguished guests. This strategic cooperation agreement marks the entry of the bilateral relationship into a new stage characterized by "co-creation, sharing, and value symbiosis." The partners will achieve comprehensive synergy, guided by consumer demand, to innovate consumption scenarios and enhance user experience. This will facilitate efficient alignment from production to consumption, ensuring premium products genuinely reach and serve a broader consumer base. Together, they aim to build a symbiotic and prosperous new business ecosystem, embarking on a new chapter of shared development.

The signing ceremony was held at the Jinshitong International Wine Chateau. Invested and constructed by Tasly's Great Health Industry Investment Group, the chateau is located in Changli County, Qinhuangdao, Hebei, within the core area of the Jieshi Mountain wine region. It serves as an integrated wine cultural tourism destination encompassing cultivation, winemaking, exhibition, business, and leisure. The chateau specializes in producing Marselan wines of exceptional quality, showcasing the unique character of Chinese viticulture, and has accumulated 166 awards from international and domestic wine competitions. Building upon this strategic cooperation, Tasly's portfolio, including Jinshitong Marselan wine, C-Cell Vitality natural mineral water, and Deepure digital intelligent tea essence, will also initiate further in-depth collaboration with JD.com.