Stories of High-Quality Development | Bringing supply and demand into alignment

Narrators: 

Zheng Huaihai, Director, Quality Development Department, Liaoning Provincial Administration for Market Regulation

Qin Yuechuan, Deputy Store Manager, JD Mall (Beijing Shuangjing Branch)

A number of the world's major ice wine-producing regions are located at 41 degrees north latitude. Most of the ice wine produced along this latitude bears internationally renowned brand names. Huanren county in Benxi, northeast China's Liaoning Province, was the sole exception — its wine then little known beyond the region.

In early January each year, the vast vineyards in Huanren are draped in silver-white snow, and clusters of frozen grapes hang like ornaments on the vines. The ice wine produced here boasts an exceptional taste. Yet, for a long time, the domestic ice wine market was dominated by imported brands.

"Even fine wine fears obscurity in the depths of the alley." This old saying captures the real challenges many high-quality products face when trying to enter the market. This challenge extended beyond Huanren ice wine to other distinctive Liaoning specialties such as Panjin rice field crabs, Chaoyang millet, and sea cucumbers from southern Liaoning. For a long time, these products struggled with information barriers and a lack of branding, unable to reach broader markets.

How could high-quality Liaoning specialties gain visibility and recognition from more consumers? By establishing standards, creating platforms, and enhancing promotion, we have leveraged the "Liaoning Premium Products" public brand as a strategic lever. We have introduced a coordinated set of measures to bridge the gap between high-quality supply and upgraded consumption, paving the way for these local treasures to reach wider markets. The government leads in setting standards and building credibility, while businesses focus on quality innovation and market expansion. This approach ensures that premium products possess both substance and reputation.

Take Huanren's Cai Longlin Ice Wine as an example. After obtaining the "Liaoning Premium Products" label, it has entered over 100 Michelin-starred restaurants nationwide, with sales doubling in 2025. This success has also driven the transformation of the entire ice wine industry in the region. Farmers now earn a stable profit of over 7,000 yuan ($1,000) per mu, compared to barely breaking even five years ago. This demonstrates the virtuous cycle of "certifying one product, elevating an entire industry and benefiting an entire region."

By aligning the efforts of a "proactive government" with an "effective market," we have not only made our products reach wider markets and sell better but also set benchmarks to guide industry-wide quality improvements. High-quality products give consumers the willingness and confidence to spend, attracting more specialties to compete for the "Liaoning Premium Products" label. This, in turn, allows them to enter more households and expand into overseas markets. The positive cycle of "high-quality supply, consumer recognition and industrial upgrading" continues to strengthen.

With the quality at the supply side now secured, the vitality on the demand side also requires policy stimulus. At a JD.com retail store in Beijing, Ms. Zhang took advantage of a national subsidy program to replace her air conditioner, which had been in use for many years, with a new, energy-efficient model.

Qin Yuechuan, deputy store manager of the Beijing Shuangjing branch of JD Mall, noted that since the launch of the large-scale equipment upgrade and consumer goods trade-in programs in 2024, JD.com has actively participated to ensure the implementation of national subsidy policies, enabling consumers to truly enjoy tangible benefits.