Yanghe

Corporate brand

Yanghe is a major Chinese baijiu brand associated with soft-aroma spirits, the Blue Classic portfolio, and the Sujiu Group of Jiangsu.

Last updated November 4, 2026

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Overview

Yanghe is a Chinese baijiu brand and the principal consumer-facing identity of Jiangsu Yanghe Brewery Joint-Stock Co., Ltd., a publicly listed spirits producer headquartered in Suqian, Jiangsu. The company operates within the traditional Chinese distilled-spirits sector and is particularly associated with soft-aroma baijiu, a style positioned around a comparatively mellow, rounded and approachable drinking profile. Its products are sold through a combination of traditional distribution, retail, hospitality and increasingly digital channels. The Yanghe name is rooted in the Yanghe area of Suqian, a region with a long association with liquor production. The modern corporate entity is generally described in company profiles as having been established in 2002. The business later became a listed company on the Shenzhen Stock Exchange under ticker 002304.SZ. Its development reflects the broader modernization of China’s baijiu industry: production remains grounded in fermentation, distillation, cellar and maturation practices, while brand management, packaging, portfolio segmentation and nationwide channel development have become central to competition. Yanghe’s best-known family is the Blue Classic series. Ocean Blue is commonly used as an accessible, mass-market or entry-level expression within the range; Sky Blue occupies a mid- to high-end position; and Dream Blue represents the premium tier. The series gives the brand a visible ladder of products for different occasions, budgets and gifting needs. Dream Blue has also been extended through higher-end variants, including M6+, as Yanghe has sought to compete more directly in China’s premium baijiu segment. In addition to Yanghe-branded spirits, the corporate group markets products under the Shuanggou and Sujiu names and has expanded its production footprint through multiple liquor bases. The company’s official website describes a group structure spanning six brewing bases associated with Yanghe, Shuanggou, Siyang, Guizhou, Lihuacun and Lhasa Langre, together with a dedicated trading company. This gives the enterprise a broader operating scope than the Yanghe brand alone. The group’s business includes baijiu production, brand management, sales and distribution, and the operation of multiple regional or acquired production assets. Yanghe’s commercial positioning combines heritage and craftsmanship with modern premium-brand codes, including distinctive blue packaging, tiered pricing and marketing centered on social occasions, celebration, gifting and aspirational consumption. Yanghe’s growth has depended heavily on distribution beyond its home province. Public company profiles describe a large distributor and wholesaler network across China, with non-Jiangsu markets accounting for more than half of sales in some recent company descriptions. Because alcohol distribution is strongly influenced by regional preferences, retailer relationships and banquet or hospitality demand, the company’s nationwide expansion has required both channel depth and careful management of product positioning. Digital commerce, mobile retail initiatives and online-to-offline fulfillment have supplemented the traditional network. The brand remains active and internationally visible, although China is its core market. Its main competitive arena is premium and mainstream Chinese baijiu, where it competes with other large producers across strong-aroma, sauce-aroma and other style categories. Yanghe’s differentiation rests on the recognition of the Blue Classic franchise, its soft-aroma identity, a broad price ladder and the resources of a listed national producer. The company’s official materials identify Suqian as its base and report a multi-site production system under Sujiu Group.

History

Yanghe’s identity is closely linked to Yanghe in Suqian, Jiangsu, an area recognized for liquor production. The modern operating company, Jiangsu Yanghe Brewery Joint-Stock Co., Ltd., is described in company databases as having been founded in 2002. It developed from a regional Jiangsu producer into a publicly listed national baijiu enterprise, using brand renovation, portfolio segmentation and channel expansion to reach consumers well beyond its home market. A major turning point was the development of the Blue Classic family. Rather than relying on a single flagship bottle, Yanghe created a tiered architecture that allowed the brand to address several consumption occasions. Ocean Blue served the broader mainstream market, Sky Blue targeted a more elevated segment, and Dream Blue carried the premium image. This architecture helped connect a recognizable visual identity with different price and occasion levels, while reinforcing Yanghe’s association with soft-aroma baijiu. The company’s subsequent development has involved both organic brand building and expansion of the broader corporate portfolio. The business markets Yanghe products alongside Shuanggou and Sujiu brands and operates a group of production bases. Official corporate information identifies six brewing locations and a trading company, indicating that the enterprise is organized as a multi-brand, multi-site alcohol group rather than a single local distillery. Distribution has been another central part of Yanghe’s history. The company expanded through wholesale, retail and hospitality channels across China, while adding digital commerce and mobile initiatives as consumer purchasing behavior changed. Secondary company profiles describe a distributor network numbering in the thousands and report that more than half of sales in a recent period came from outside Jiangsu; those figures are not reproduced as financial facts here because the underlying reporting period and primary filing were not supplied. In the premium baijiu market, Yanghe has continued to refine Dream Blue and related products. The reported 2024 introduction of Dream Blue M6+ illustrates the company’s attempt to refresh a premium franchise and compete for higher-end consumers. The strategy combines product upgrades, packaging and brand communication with a broad existing channel system. Today, Yanghe is best understood both as a consumer brand and as the leading identity of a listed Jiangsu spirits group. Its competitive proposition combines regional heritage, soft-aroma production, a recognizable blue visual language, a laddered product portfolio and nationwide distribution. China remains its principal market, while the company’s products and corporate profile provide a basis for international awareness of the brand.

2024
Dream Blue M6+ launch
[3]Yanghe sales and marketing strategy coverageportersfiveforce.com
Secondary marketing coverage describes the launch of Dream Blue M6+ as a premium-segment product initiative.
2002
Modern corporate entity established
[2]Jiangsu Yanghe Brewery Joint-Stock Company profilepitchbook.com
Company profiles identify 2002 as the founding year of Jiangsu Yanghe Brewery Joint-Stock Co., Ltd., the corporate entity behind the Yanghe brand.
Blue Classic portfolio developed
[2]Jiangsu Yanghe Brewery Joint-Stock Company profilepitchbook.com
Yanghe built its best-known product architecture around Ocean Blue, Sky Blue and Dream Blue, creating a tiered route from mainstream to premium baijiu.
Public listing on Shenzhen Stock Exchange
[1]Jiangsu Yanghe Brewery Joint-Stock Co., Ltd. official websitechinayanghe.com
Jiangsu Yanghe Brewery Joint-Stock Co., Ltd. trades on the Shenzhen Stock Exchange under ticker 002304.SZ.

Products and positioning

A nationally distributed Chinese baijiu producer positioned from mainstream premiumization to high-end consumption, with a strong association with soft-aroma liquor and the blue-packaged Blue Classic portfolio.

Mainstream baijiu
Ocean Blue
Ocean Blue is the more accessible tier of Yanghe’s Blue Classic family. It extends the brand’s blue visual identity and soft-aroma positioning to a broader consumer base and is associated with everyday social drinking, banquets and gifting at a less elevated price point than Sky Blue or Dream Blue.
Mid- to high-end baijiu
Sky Blue
Sky Blue occupies the middle-to-upper section of the Blue Classic ladder. It is designed for consumers seeking a more premium Yanghe expression while remaining below the flagship Dream Blue tier. Its role is to bridge mainstream national distribution with higher-value occasions and upgraded gifting.
Premium baijiu
Dream Blue
Dream Blue is Yanghe’s principal premium franchise and one of the company’s most visible products. It represents the brand’s move into higher-end Chinese spirits, using upgraded presentation and product segmentation to address celebratory occasions, business entertaining and premium gifting.
Premium baijiu · 2024
Dream Blue M6+
Dream Blue M6+ is described in secondary marketing coverage as a 2024 product launch intended to strengthen Yanghe’s premium positioning. It functions as a refreshed or enhanced expression within the Dream Blue family and illustrates the company’s continuing effort to raise the value and visibility of its flagship franchise.
Baijiu brands
Shuanggou and Sujiu portfolio
Beyond Yanghe-branded liquor, the wider Sujiu Group markets products under Shuanggou and Sujiu. These brands give the listed company access to additional regional identities and product segments within Chinese baijiu, supported by the group’s multi-base production and sales infrastructure.

Controversies

2025
Yanghe Restructuring State-Asset Loss Case: Former Chairman Yang Tingdong and Two Others Sentenced for Embezzlement
In September 2022, former Yanghe Co. chairmen Yang Tingdong and Zhang Yubai and former finance head Cong Xuenian were taken for investigation by the Jiangsu Provincial Commission for Discipline Inspection and Supervision, over state-asset losses caused by obtaining equity through the management shareholding platform “Blue Alliance” during Yanghe’s 2000s restructuring. On December 30, 2025, a first-instance judgment found the three guilty of embezzlement: Yang Tingdong was sentenced to five years and fined 500,000 yuan, while Zhang Yubai and Cong Xuenian each received three years and six months and a 300,000 yuan fine. The judgment found that about 17.59% of Yanghe equity held by Blue Alliance was illegal gain and must be returned; the case had a profound impact on Yanghe’s ownership structure and governance.
Source
2012
Two Successive Chairmen Cash Out Over 100 Million Yuan
In March 2012, as CCTV Finance reported capital fleeing baijiu stocks, two successive Yanghe chairmen reduced their holdings and cashed out over 100 million yuan, prompting questions about investors’ confidence in management. The move drew market attention.
Source

2024Dream Blue M6+ premium campaign
China
The reported launch of Dream Blue M6+ was presented as a premiumization initiative aimed at strengthening Yanghe’s position in the high-end baijiu market.
Outcome. The strategic intent is documented by the cited secondary source; its reported spending and sales effects require verification against company filings or primary announcements.
Source
Blue Classic brand architecture
China
Yanghe’s central long-term marketing platform is the tiered Blue Classic family, which links Ocean Blue, Sky Blue and Dream Blue to different consumer budgets and occasions while maintaining a consistent blue brand code.
Outcome. The portfolio became the company’s most recognizable commercial system and supported national expansion, although exact contribution figures are not independently established in the supplied sources.
Source
Digital commerce and mobile retail initiatives
China
Secondary coverage describes Yanghe experimenting with mobile commerce through a Yanghe-branded app and micro-mall, alongside its conventional wholesale and retail network.
Outcome. The initiatives illustrate an omnichannel direction, but the supplied material does not provide reliable outcome metrics.
Source

Brand decisions

2024
Introduce Dream Blue M6+Product launch
Background
Yanghe operated in an increasingly competitive premium baijiu market and sought to reinforce the Dream Blue franchise.
Action taken
The company launched or promoted Dream Blue M6+ as a higher-end product within the Dream Blue family.
Aftermath
Secondary commentary characterizes the move as part of a broader premiumization strategy. Specific financial results are omitted because the supplied claims lack sufficiently verified primary financial context.
Source
Expand multi-brand and multi-base operationsStrategy
Background
The business sought to combine Yanghe’s national brand with additional production assets and liquor brands.
Action taken
Sujiu Group operates Yanghe, Shuanggou, Siyang, Guizhou, Lihuacun and Lhasa Langre brewing bases, as well as a trading subsidiary, according to official company information.
Aftermath
The structure broadens production capacity, regional reach and brand coverage beyond the Yanghe label alone.
Source

Sources13 sources

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