Qinghai Huzhu TianYouDe Highland Barley Spirit Co., Ltd.
天佑德酒
002646
Shenzhen Stock Exchange
Company Profile
The company is the largest producer of barley wine in China, known as the "source of Chinese barley wine". It has a core competitiveness composed of five advantages: a long brewing history, unique brewing materials, a natural and pollution-free brewing environment, traditional brewing techniques, and brand advantages. The traditional brewing technique of "steaming, boiling, and four times clearing" of Qingke liquor by the company has been recognized as a representative of intangible cultural heritage in Qinghai Province. The trademarks "Huzhu" and "Tianyoude" have been successively recognized as well-known trademarks in China. Huzhu Highland Barley Liquor has been approved to use the special marks of geographical indication protection products of the People's Republic of China. In 2012 and 2013, the company was successively certified as organic product of highland barley and highland barley Baijiu. In 2015, Tianyoude Highland Barley Wine obtained TTB certification from the United States. In 2016, Tianyoude Export type Highland Barley Wine and Tianyoude Oak Highland Barley Wine won the Silver Award at the Los Angeles International Spirits Competition in the United States. In 2016, the company's Baijiu testing center was recognized by China CNAS National Laboratory, and has the ability to undertake the first party and third party testing services for Baijiu testing and the qualification to issue data reports to the society. In 2016, the company's Tianyoude and Huzhu brands obtained the "National Excellent" certification. In February 2017, the Huzhu Tu Nationality Homeland Park Scenic Area was recognized by the National Tourism Administration as a national 5A level tourist attraction, among which "Tianyoude, the source of Chinese barley wine" is one of the five core attractions of the scenic area.
Full description
The company is mainly engaged in the R&D, production and sales of Baijiu. The production of Baijiu adopts solid fermentation. The sales of Baijiu are divided into channel distribution and manufacturer direct sales. The company belongs to the "liquor, beverage and refined tea manufacturing industry". The main products take the uniqueness of highland barley as the core feature, and mainly sell highland barley Baijiu of Tianyoude, Huzhu, Yongqinghe, Eight Workshops, Shiyide and other brands. In the first half of 2025, the Chinese Baijiu industry will face greater pressure. Consumers are becoming more rational and pay more attention to cost performance when purchasing Baijiu. The demand for high priced products is weak. In the process of industry adjustment, some enterprises with product competitiveness and channel advantages still have certain resilience. In this context, the development logic of the industry is gradually shifting from capacity expansion to focusing on product cost-effectiveness and service experience. Real estate liquor, with its popular price range, stable local consumer base, and stronger channel control ability, is expected to demonstrate stronger resilience and growth potential. Taking Qinghai as an example, local liquor has a high popularity in local banquets, festivals and other scenes. In addition, the continuous warming of tourism routes along the Qinghai Tibet line and Sichuan Tibet line is expected to drive the growth of potential Baijiu consumption. In the first half of 2025, facing the change of domestic consumption structure and the competitive situation of the Baijiu industry, the company focuses on the business policy of "building the pattern of four modernizations, innovating the strategy of four beauties, creating the four performances and spreading, and implementing the four modernizations assessment", and practices "qualism, spiritualism, and long-term doctrine". Continuously innovating enterprise management models, exploring new ideas and methods in new stages, and seeking new breakthroughs.