No. 10 China Famous Liquor Discount Store (zgmjzkd.com / 中国名酒折扣店)
545 stores
Founded in 2016 in Chengdu, China Famous Liquor Discount Store has grown into a genuinely national chain, covering all 31 of mainland China’s provinces, autonomous regions, and municipalities.
The name is a little misleading. This is less a discounter than a supply-chain play: by cutting out layers of middlemen, the company says, it links distilleries directly to drinkers and competes hard on price. Its shelves mix big names like Penfolds and Knock Knock with a range of private labels spanning different price tiers.
But it pays to read the sign literally. “Discount store” is branding meant to signal sharp pricing—not a clearance outlet moving overstock or close-dated bottles. Beer makes the point: a Corona goes for 9.9 yuan and a Franziskaner for 9.8 yuan here, no cheaper than at any other Chinese retailer.
Expansion runs on two tracks. Physical stores build the brand and give shoppers somewhere to browse, while the website, app, and a WeChat-based mini-mall handle online orders. In some cities it uses a flagship-first approach—open a company-owned showcase store, then recruit local franchisees around it—and it has experimented with a managed model that lets investors tailor the product mix to local tastes. By its own account, the company turns over about 400 million yuan (about US$55.56 million) a year and carries a valuation north of 1 billion yuan (about US$139 million).
No. 9 Xiaojiuwo (小酒喔酒类连锁)
552 stores
Founded in 2014 in Harbin, the frigid capital of China’s far northeast, Xiaojiuwo was one of the region’s earliest liquor chains to take online-offline retail seriously. It began as “Xiaojiuwo Liquor Direct Supply,” a retail-and-delivery platform wiring together suppliers, stores, and customers through its own software.
From its Heilongjiang base, the chain spread across Liaoning, Jilin, and Inner Mongolia before venturing south into Shandong and Beijing. By 2025 it had passed 500 stores and served more than 7 million customers across the north and northeast.
Technology is its calling card. Xiaojiuwo says it has poured tens of millions of yuan into the plumbing—order routing, supply-chain tracking, warehousing and logistics, loyalty marketing, store management—digitizing everything from purchasing to checkout. Lately it has started making its own products, too, including a “Beiguo Song” baijiu and an “Aoyun Craft” beer, inching from middleman toward brand owner. The plan calls for 700 stores in the near term and 1,500 within three years.
No. 8 Join + Joy (久加久酒博汇)
600 stores
Founded in 2006 in Hangzhou, Join + Joy sells mid- to high-end baijiu, wine, imported spirits, and yellow rice wine, and belongs to Sunrise Group, one of the heavyweight liquor distributors in Zhejiang province. Sunrise, founded in 1994, was among the first Chinese distributors to operate at real scale, with agency businesses across baijiu, wine, and yellow rice wine, plus a winery of its own—the publicly traded Loulan Winery. Leaning on that supply muscle, Join + Joy pairs direct-from-source buying with company-owned stores to dominate its home turf. It carries registered capital of 150 million yuan (about US$20.83 million) and partnerships with nearly 200 brands worldwide.
No. 7 Baichuanmingpin (百川名品)
626 stores
Founded in 1997, Baichuanmingpin is one of the larger distributors in Anhui province and a familiar name in the trade. Its book of brands reads like a who’s-who of Chinese and imported drinks—Moutai, Wuliangye, Jiannanchun, Fenjiu, Luzhou Laojiao, and Yanghe on the baijiu side; Penfolds, Martell, Hennessy, Chivas, and Macallan on the import side. The company employs around 2,000 people and supplies more than 5,000 city- and county-level distributors directly.
Lately it has pushed harder into retail and instant delivery. In 2023 it launched an instant-retail brand, Jiu·Yizhan (酒驿栈), now live on the delivery apps Meituan and Taobao Flash Sale. Unlike Baichuanmingpin’s browse-and-linger stores, Jiu·Yizhan runs on delivery-only “dark stores” that work mainly as neighborhood stockrooms. The ambitions are big: 2,000 stores by 2026, and a combined 5,000 across both banners by 2028.
No. 6 Jiuqiandou (酒千斗)
632 stores
Jiuqiandou is the instant-delivery brand of Guangdong Yueqiang Liquor, and it now plugs into the big delivery platforms Meituan and JD.com. Parent company Yueqiang, founded in 1988 in Guangzhou, is one of southern China’s larger distributors, with decades-old ties to top baijiu names—Moutai, Wuliangye, Jiannanchun, Guotai, and Guojiao 1573—and a network of more than 800 second-tier distributors and over 15,000 retail clients.
Jiuqiandou is what Yueqiang built when drinking moved online. By the end of 2025 it had reached 34 cities with more than 600 partner stores, and the company says its combined online-and-offline sales topped 100 million yuan (about US$13.89 million) for the year.
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