In recent years, digital and intelligent transformation has become a core trend in the development of China’s baijiu industry. As the "618" e-commerce carnival approaches, ODY has partnered with Gansu Hongchuan Liquor to co-build the "Smart Hongchuan" project. By constructing a digital-intelligent middle office and an intelligent marketing platform, the collaboration has helped the brand comprehensively enhance its influence and market competitiveness, achieving successful digital and intelligent transformation.
Gansu Hongchuan Liquor Co., Ltd. is located in Hongchuan Town, Cheng County, Longnan City—known as the "Jiangnan of Gansu." The company boasts two core brands, "Hongchuan" and "Chengzhou," with over 60 product lines. Bestsellers such as Jinxiu Longnan, Jin Chengzhou, Feitian Chengzhou, Classic Chengzhou, Jin Hongchuan, and Star Hongchuan have gained widespread market popularity. In 2022, the company achieved sales revenue of 1.254 billion yuan and paid 267 million yuan in taxes, marking a new stage of development.
As a time-honored brand in China, Hongchuan Liquor has consistently focused on quality improvement, brand strengthening, channel expansion, and service enhancement, earning over 100 honors. These include National Model Enterprise for Trustworthy Alcohol Projects, National Geographical Indication Protected Product, Green Food Certification, dual recognition in Gansu Province’s "Honest Tax Payment" (Gansu State Taxation Bureau) and "Quality Integrity" (Gansu Administration for Market Regulation) lists, and Gansu Provincial Intangible Cultural Heritage.
To drive high-quality and leapfrog development, Hongchuan Liquor is implementing a 12,000-ton annual output pure grain base liquor project. Covering 710 mu (approximately 473,333 square meters) with a total investment of 1.2 billion yuan, the project is expected to generate an annual output value of 3 billion yuan and annual tax payments of over 700 million yuan upon completion. It will also create more than 2,000 new jobs, achieving a "triple-win" outcome of increased tax revenue, expanded employment, and enhanced enterprise efficiency.
Currently, the overall informatization level of the baijiu industry remains low, yet digital and intelligent transformation has become imperative. To maintain an invincible position amid the digital wave, enterprises must keep pace with the times and consumer demands, accelerating digital transformation alongside supporting organizational and operational reforms. ODY provides comprehensive digital transformation services for Hongchuan Liquor to build "Smart Hongchuan," aiming to enhance the brand’s influence, marketing effectiveness, and operational efficiency through digital means.
Beyond traditional distribution channels, the solution enables multi-channel and full-scale consumer reach, realizing integrated operation and management of diverse channels and businesses (e.g., social fission, distribution, Tmall,
JD.com, Douyin Store). It strengthens the informatization management of existing markets, adopts omni-channel digital marketing for emerging markets outside Gansu, and leverages a mature membership system to convert public domain traffic into private domain assets. Through targeted operations, the brand delivers value, cultivates customer loyalty, expands brand influence, continuously taps consumer value, and ultimately achieves sustainable performance growth.
The solution integrates multiple platforms including Tmall and
JD.com to centralize order management. It also connects internal systems such as OA, sales visit management, and supply chain, effectively eliminating duplicate entry and maintenance of orders, commodities, organizations, and customers across systems. This realizes unified master data management for internal systems and integrates Hongchuan Liquor’s business flow, data flow, capital flow, and commodity flow. While enabling real-time and accurate business monitoring, it reduces manual operations to improve overall operational efficiency.
Enhancing digital management capabilities, ODY and Hongchuan Liquor co-built a digital infrastructure platform to support the implementation of the brand’s digital transformation. It assetizes and services data from stores and distributors to unlock data value. By leveraging data, algorithm-driven precision marketing is achieved, enabling real-time monitoring of inventory, sales, and membership data to support refined management and production.
Supply chain optimization realizes integrated inventory management across multi-channels and formats. It not only efficiently connects various businesses for unified supply chain management and real-time sales data tracking but also enhances Hongchuan Liquor’s fulfillment capabilities, building a fast and agile supply chain network.
Adopting a large-scale cloud-native architecture, the solution is fully compatible with cloud service providers such as Huawei Cloud, Alibaba Cloud, and AWS. It decouples services into smaller, loosely coupled components for easier upgrades and expansions. This architecture enables rapid response to future business changes and expansions without system restructuring, effectively reducing long-term digital construction costs.
Looking ahead, both ODY and Hongchuan Liquor express their commitment to deepening strategic cooperation. Through the practice of digital transformation and intelligent marketing, they aim to jointly establish an industry benchmark for digitalization in China’s baijiu sector, drive innovation and development of the industry, and deliver higher-quality products and services to consumers.
