# China Retail

Beyond the Banquet: China’s Baijiu Giants Pivot to the Consumer Sovereignty Era

China's baijiu industry is pivoting from a distributor-led model to a consumer-centric strategy, driven by a 50 billion RMB instant-retail boom and a generational shift in drinking habits. Major players are restructuring to prioritize direct consumer engagement and international cultural integration as they move away from traditional bulk-hoarding models.