COFCO Exhibition Wang Jing: Adapting to new consumption and exploring new scenarios are the only ways to lead the wine industry through cycles

Ask AI · How does the Spring Sugar Gravity Field platform promote win-win collaboration across the industry chain?

Cover News reporter Min Qiang

On the afternoon of March 26, as one of the major events of the 114th Spring China Sugar and Wine Fair, the 2026 China Alcoholic Beverage New Consumption and New Scenarios Trends Release Forum was held grandly in Chengdu. Guided by the China Alcoholic Beverages Circulation Association, hosted by the organizing committee of the 114th China Sugar and Wine Fair, and undertaken by Cover News and West China Metropolis Daily, this forum gathered industry guests to discuss the path of transformation for the liquor industry.

The forum aims to deeply explore the logic behind new consumption in the alcoholic beverage industry, identify opportunities brought by new scenarios, and pool wisdom and strength for high-quality development of China’s liquor industry. At a critical time when the industry is shifting from scale expansion to dual advancement in both quality and efficiency, participating guests conducted in-depth discussions around core topics such as consumption tiering, channel restructuring, and reshaping people-goods-places (“人货场”).

At the event site, Ms. Wang Jing, Director of COFCO Exhibition, delivered the opening remarks on behalf of the national China Sugar and Wine Fair organizing committee. Wang Jing said that China’s alcohol industry is currently in a critical transformation period. Standing at the dual opportunities of consumption tiering and channel restructuring, it faces the era’s challenge of adapting to new consumption and developing new scenarios. As the dividend from traffic fades and competition over stock intensifies, traditional channel models are under dual pressure from inventory and profit. Meanwhile, the rise of new business formats such as new retail, hard-discount retailing, and private-domain e-commerce is driving a deep restructuring of the “people-goods-places” relationship. Channels have evolved from being merely a sales conduit into the core carrier for brand value transmission, matching consumption demand, and coordinated industry-ecosystem synergy. She emphasized that unlocking and cultivating new consumption and new scenarios has become a key lever for the industry to cross cycles and achieve sustainable development.

Wang Jing introduced that this forum has been carefully built based on these industry insights. Its goal is to respond to the call for high-quality development in the new era, build a professional empowerment platform, and help practitioners see the direction of the industry, find effective methods, achieve deep cooperation, and jointly create a future of development. In terms of platform mechanism design, the forum strives for practicality and innovation, attempting to introduce more targeted matching approaches—turning “broad engagement” into “effective connection,” so that every negotiation is built on clear business needs. At the same time, the forum, in collaboration with professional institutions, will release industry trend reports to provide valuable references for decision-making. It also integrates end-to-end resources such as retail companies, e-commerce platforms, content ecosystems, supply-chain services, and industrial capital, supported by professional operation services. The forum aims to make matchups move from first acquaintance to deep cooperation, from setting product selection direction to driving terminal sell-through, and to achieve long-term win-win outcomes.

Wang Jing further said that high-quality development of China’s alcohol industry cannot rely on the lone march of a single enterprise; it should be coordinated and symbiotic across the entire industry. With industry concentration continuing to rise, going it alone can no longer handle multiple challenges such as market fluctuations and inventory risks. Only by building a shared destiny community of “brand + channels + terminals” can development momentum be consolidated and industry-cycle risks be resisted. The construction of the “Spring Sugar Gravity Field” platform is precisely intended to break down barriers across the industry chain—so that brands focus on product innovation and cultural expression, channels deepen scenario operations and consumer services, and jointly tap the potential of new consumption while opening up the value of new scenarios.

“Go fast alone; go far together.” At the end of her remarks, Wang Jing said that at a new starting point in the trillion-yuan market, she hopes that industry peers will embrace consumption change with an open mindset and further cultivate scenario value with the power of collaboration, jointly pushing China’s alcohol industry to leap from “scale leadership” to “value leadership.”