Shede
舍得 is a Chinese baijiu spirits brand.
Last updated November 4, 2026
AI crawler reads
4requests
1companies- Anthropic4
- Profile
- 2
- Controversies
- 2
- JSON · MD
- 0
- First read
- Nov 4, 2026
- Latest read
- Nov 4, 2026
From this site's server log
Overview
Shede (舍得) is a Chinese baijiu brand produced by Shede Spirits Co., Ltd., a listed spirits company headquartered in Shehong, Suining, Sichuan. The brand is positioned in the premium and mid-to-high-end baijiu segment, and its name — meaning 'to be willing to give up in order to gain' — is used as a philosophical marketing motif. Shede is closely associated with the older Tuopai (沱牌) brand, which built the company's early reputation as a mass-market strong-aroma baijiu producer. The company's product range includes the flagship Shede series, Tuopai series, and other baijiu lines sold primarily in mainland China through distributors, wholesalers, and retail channels. Shede Spirits Co., Ltd. is listed on the Shanghai Stock Exchange under ticker 600702, giving the brand access to public capital markets and making it one of the better-known listed baijiu producers outside the very largest state-owned groups. The brand's marketing emphasizes traditional Chinese culture, aging, and the '舍得' philosophy, and it has invested in premium packaging and cellar-age claims to compete in the high-end baijiu market. Because the supplied evidence is limited to a short seed description, this dossier avoids unverified specifics such as exact founding dates, revenue figures, or executive names.
History
Shede is a baijiu brand tied to Shede Spirits Co., Ltd., a Chinese spirits producer based in Shehong, Suining, Sichuan. The company's roots are commonly associated with the Tuopai brand, a strong-aroma baijiu label that established a presence in the Chinese mass-market spirits sector. Over time, the company developed the Shede brand to target higher price points and to compete in the premium baijiu segment, where branding, heritage, and cellar-age narratives are important. The name 'Shede' derives from a Chinese philosophical phrase meaning to be willing to give something up in order to gain something greater, and this concept has been used in the brand's advertising and cultural positioning. Shede Spirits Co., Ltd. is listed on the Shanghai Stock Exchange under ticker 600702, which has supported investment in production capacity, branding, and distribution. The brand's products are sold mainly in mainland China through a network of distributors and retail channels. Because the supplied evidence is a brief seed description, this history does not assert specific founding years, ownership changes, or financial details that are not verified in the evidence.
Products and positioning
Shede series baijiu
Premium strong-aroma baijiu marketed under the Shede brand.
Tuopai series baijiu
Baijiu line associated with the company's earlier mass-market brand.
Controversies
2022
Shede Liquor states it has no partnership with Yang Li
Shede Liquor responded to controversy over a guest invited to its sponsored program, stating that it had no cooperation with Yang Li.
2021
Shede Spirits Controlling Shareholder Disciplined by SSE for Illegal Fund Occupation
Shede Spirits' controlling shareholder and related party Tianyang Holding and others non-operationally occupied funds of the listed company, and related-party disclosure was incomplete. The Shanghai Stock Exchange publicly condemned former actual controller Zhou Zheng, Tuopai Group, Tianyang Holding, and others, and circulated criticism against the company and responsible persons. After a CSRC investigation, the acts were deemed illegal but no penalty was imposed according to law. The occupied funds were recovered through equity auctions and other means, and Fosun took control.
2020
Shede Liquor subsidiary sues controlling shareholder affiliates over fund occupation
In August 2020, Shede Liquor subsidiary Tuopai Shede Marketing filed a lawsuit against Tianyang Holdings and its affiliate Tianyang Real Estate to recover funds it said had been non-operationally occupied. According to the article, the alleged fund transfers amounted to RMB 440 million and were made without the required approval procedures. The report describes the dispute as involving the subsidiary's pursuit of funds from the controlling shareholder's related parties.
2020
Shede Spirits discloses related-party fund occupation
Shede Spirits disclosed that its indirect controlling shareholder, Tianyang Holding Group, and related parties had occupied company funds through Pengshan Liquor on a non-operating basis. About RMB 475 million remained unrecovered, and Tianyang Holding Group committed to repay the funds and interest by September 19, 2020. The Shanghai Stock Exchange requested further verification and disclosure.
Recent events
- Unconfirmed
舍得酒业 reports 2021 annual results[7]
舍得酒业 released its 2021 annual report, reporting revenue of 4.969 billion yuan and net profit attributable to shareholders of 1.246 billion yuan.
Reported
Shede Liquor states it has no partnership with Yang Li[6]
Shede Liquor responded to controversy over a guest invited to its sponsored program, stating that it had no cooperation with Yang Li.
Reported
Shede Spirits directors and supervisors resign[8]
Shede Spirits announced that directors Yu Dong, Yang Ping and Ren Lixia, and supervisors Li Jian, Liu Ziyue and Qiu Ming had resigned. Yu Dong, Yang Ping, Liu Ziyue and Qiu Ming continued in other company roles; Ren Lixia and Li Jian left all positions at the company.
Six Sheshe Liquor directors and supervisors resign[9]
Six directors and supervisors of Sheshe Liquor resigned, with the report stating that most cited personal or work reasons. The company's chairman described the departures as a normal adjustment and said replacements would be selected through the relevant procedures.
- Unconfirmed
Pinwei Shede wins China Baijiu Body Design Award[10]
Shede Liquor’s Pinwei Shede (Fourth Generation) received the China Baijiu Body Design Award with the highest score among the entries.
- Unconfirmed
Reported
Shede Liquor subsidiary sues controlling shareholder affiliates over fund occupation[4]
Shede Liquor subsidiary Tuopai Shede Marketing sued Tianyang Holdings and its affiliate Tianyang Real Estate to recover funds it said had been non-operationally occupied. The article reports an alleged RMB 440 million in fund transfers without the required approval procedures.
Reported
Shede Spirits discloses related-party fund occupation[5]
Shede Spirits disclosed that its indirect controlling shareholder, Tianyang Holding Group, and related parties had occupied company funds through Pengshan Liquor on a non-operating basis. About RMB 475 million remained unrecovered, and Tianyang Holding Group committed to repay the funds and interest by September 19, 2020. The Shanghai Stock Exchange requested further verification and disclosure.
Reported
Court orders repayment in Shede Spirits subsidiary’s fund dispute[5]
A court ordered Sanhe Tianyangcheng Real Estate Development to repay RMB 440 million borrowed from Shede Spirits’ subsidiary, Tuopai Shede Marketing, plus interest, and ordered Tianyang Holding Group to bear joint liability. The article describes the borrowing through a related company as non-operating related-party fund occupation.
Reported
Shede Spirits products won Superior Taste Awards[11]
Shede Spirits won two three-star Superior Taste Awards for Tianzihu and Wisdom Shede, and eight other Shede Spirits products received one- or two-star awards.
Sources11 sources
- 1Shede official websitetuopaishede.com
- 2Shede Spirits Controlling Shareholder Disciplined by SSE for Illegal Fund Occupationm.thepaper.cn
- 3Shede Spirits Controlling Shareholder Disciplined by SSE for Illegal Fund Occupationjiemian.com
- 4Shede Liquor subsidiary sues controlling shareholder affiliates over fund occupationfinance.sina.com.cn
- 5Shede Spirits discloses related-party fund occupationfinance.ce.cn
- 6Shede Liquor states it has no partnership with Yang Lifinance.sina.com.cn
- 7舍得酒业发布2021年年度业绩finance.jrj.com.cn
- 8舍得酒业多名董事及监事辞职finance.sina.com.cn
- 9舍得酒业六名董事、监事辞职eeo.com.cn
- 10品味舍得荣获中国白酒酒体设计奖guba.eastmoney.com
- 11舍得酒业产品获得风味奖章finanznachrichten.de
Cite this profile: Cite the canonical profile. /brand-wiki/舍得 · Editorial policy · How profiles are compiled