Tonghua

What Tonghua does

Tonghua Grape Wine Co., Ltd. (通化葡萄酒股份有限公司, Shanghai Stock Exchange: 600365) is one of China's oldest wine producers, founded in 1937 in Tonghua, Jilin Province, and listed on the Shanghai Stock Exchange in January 2001 as the second Chinese wine company to go public. The company manufactures and distributes wines and spirits under multiple brands — Hongmei (红梅), Tianchi (天池), Yazhi Cork (雅士樽), Seejian (参见), Feicui Fort (翡翠堡), and Witness 1959 (见证1959) — spanning sweet wines, ice wines, late harvest wines, dry wines, sparkling wines, and grape spirits across 150+ varieties. Tonghua is the documented pioneer of ice wine production in China (2001) and the producer of China's first late-harvest-grape-origin brandy (2020). Customer segments include Chinese consumers preferring sweeter wine styles, premium/corporate gift buyers, distributors and franchise partners, and overseas buyers in 30+ countries.

Tonghua's core technology is built around indigenous wild mountain grapes (山葡萄) native to the Changbai Mountain region, including proprietary varieties Shuanghong (双红), Shuangyou (双优), and Beibinghong (北冰红). Production combines traditional open fermentation pools with modern temperature-controlled stainless-steel fermentation, aging in 3-8 ton oak barrels made from century-old Mongolian oak from Changbai Mountain, and Italian-built 6,000-bottles/hour automated filling lines with nitrogen-shielded sterile bottling. The company operates Asia's largest underground wine cellar at 10,340 sqm containing 772 handcrafted oak barrels with total 6,000-ton storage capacity — designated a National Key Cultural Relic Protection Unit in 2013 and listed in the first batch of China Industrial Heritage Protection List in 2018.

The business model is a multi-channel hybrid: a tiered dealer/distributor network classified into provincial, prefecture-level, and distributor tiers; franchise specialty stores (launched 2022, requiring 500,000 CNY minimum working capital); direct-operated e-commerce flagships on JD.com, Tmall, and Pinduoduo; B2B customized corporate gifting; and overseas distribution. Revenue is generated through one-time product sales, franchise license fees, and custom gifting contracts. Pricing is not publicly disclosed and is quote-based for bulk and enterprise orders, with ice wines commanding premium pricing due to limited seasonal production. The company holds China Time-honored Brand certification (2011) and has accumulated 169 international and domestic wine competition medals since 2016.

Name

Tonghua

Legal name

通化葡萄酒股份有限公司

Website

https://tonhwa.com

Company type

Public

Founded year

1937

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Tonghua Grape Wine Co., Ltd. (Shanghai: 600365) is a 1937-founded Chinese wine and spirits producer specializing in wild mountain grape wines, ice wines, and grape spirits, serving domestic consumers, corporate gift buyers, distributors, and 30+ export markets through dealer, franchise, and e-commerce channels.

Ownership category

akta.pro rank

Product category

Chinese Wine Production

NAICS

Wineries (312130)

SIC

Beverages (2080)

akta.pro primary industry

Wine & Sparkling Wine Wineries & Brands (CRADAIAB)

akta.pro secondary industry

Wineries & Vineyards (Tasting Rooms) (THAFALAE)

Keywords

• Mountain grape wines
• Ice wine production
• Chinese sweet wines
• Grape spirits
• Late harvest wines

Headquarters

HQ city

Beijing

HQ country

China

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Wine Product Sales: The company generates revenue primarily from manufacturing and selling various wine products including sweet wines, ice wines, dry wines, and spirits. Products are sold through multiple channels: direct dealer/distributor network (classified as provincial, prefecture-level, and distributor tiers), self-operated e-commerce stores (JD.com, Tmall, Pinduoduo, official mall), franchise specialty stores, and corporate/customized gifting orders.
2. Franchise Store Operations: Revenue from licensed franchise stores (专卖店) where the company provides brand authorization, store design standards, product supply, and marketing support. Franchisees pay for store setup and inventory while receiving exclusive territorial rights and brand usage.
3. Customized Corporate Gifting: B2B revenue stream providing customized wine products for corporate partners, including joint brand development, group purchase programs, event customization, and private event/custom catering orders.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Tonghua Wine manufactures and sells Chinese wines produced from wild mountain grapes native to the Changbai Mountain region. Its product portfolio spans sweet wines (including flagship Hongmei brand), dry wines, ice wines (Yazhi Cork, Feicui Fort brands), late harvest wines, and grape spirits (Seejian brand), with a full brand matrix of eight names. The company markets through B2C channels (dealer networks, e-commerce platforms, franchise specialty stores) and a B2B customized corporate gifting line.

Differentiator

Problem solved

Functional benefit

Brands

• 红梅: 红梅牌山葡萄酒诞生于1966年，至今已有近60年的历史，出口了30多个国家和地区，被评为国酒中的典范。是一款老少皆宜的山葡萄甜酒
• 天池
• 雅士樽
• 翡翠堡
• 参见新高度
• 爱在深秋
• 见证1959

Products and services

• Sweet Wine Series (甜酒系列) Sweet wines produced from wild mountain grapes native to the Changbai Mountain region, including the flagship Hongmei brand, marketed to Chinese consumers through retail, e-commerce, and dealer networks.
• Dry Wine Series (干酒系列) Dry wines produced from wild mountain grapes, aged in 3-8 ton Changbai Mountain oak barrels, sold through the company's multi-tier dealer and retail channels.
• Spirits Series (烈酒系列) - Seejian brand Grape-based spirits distilled using Charentais copper pot distillation methods, sold under the Seejian brand to consumers and specialty retail partners.
• Late Harvest Series (晚收系列) Late harvest wines produced from grapes picked at the end of the harvest season, leveraging the company's expertise in concentrated sweet wine styles.
• Ice Wine Series (冰酒系列) - Yazhi Cork & Feicui Fort brands Ice wines produced from grapes frozen on the vine, marketed under the Yazhi Cork and Feicui Fort brands, exported to 30+ countries and recognized with 169 international awards since 2016.
• Gift and Customized Products (礼品及定制) Bespoke wine products and customized corporate gifting offerings provided to business clients, leveraging the company's eight-brand matrix and heritage designations.

Quantifiable outcome

• 红梅 brand has achieved cumulative sales exceeding 10 million bottles, becoming a bestselling single product representing three generations of consumers.
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Jilin Provincial Delegation at China International Consumer Products ExpocoreStrategic or Co-development Partner · 21 April 2025Tonghua Wine participated as a representative brand of Jilin Province at the 5th China International Consumer Products Expo in Haikou. The company showcased alongside other Jilin specialty and time-honored brands, representing Jilin's brand image at this major international exhibition.
• Jilin Provincial Sports Bureau (吉林省体育局)coreStrategic or Co-development Partner · 19 March 2025Strategic partnership for the 30th CBA All-Star Weekend 2025 held in Changchun. Tonghua Wine served as the official wine partner for the welcome dinner, showcasing Northeast terroir wines at this landmark sports event. The collaboration combined sports tourism with regional cultural promotion, with the Jilin Provincial Sports Bureau partnering with Tonghua and Jilin Cultural Tourism Group for the event.
• Changchun Yatai New Power Cinema (长春亚泰新动力影城)minorGTM or Marketing Partner · 8 March 2025Cross-brand marketing collaboration for Women's Day 2025 event combining wine tasting with movie viewing experience. The cinema provided venue while Tonghua Wine provided products and tasting services, creating an immersive brand experience for female consumers.
• Jilin University International Exchange Service Center (吉林大学国际交流服务中心)minorGTM or Marketing Partner · 7 March 2025Campus tasting event partnership for Women's Day 2025, hosted at Jilin University's Friendship Hall conference center. The event attracted approximately 30 faculty members and leaders, serving as a platform for brand promotion and potential future cooperation in areas such as campus corporate gifting.
• Dealer and Distributor Network (全国经销商)coreChannel Partner/ Reseller/ Distributor · 12 October 2023National dealer recruitment and management system with classified tiers (provincial, prefecture-level, distributor). The company supports dealers with advertising, promotional materials, tasting events, factory tours, training, and resource matching. Dealers can transition from circulation to group purchase model with additional support.
• Franchise Store Partners (专卖店加盟商)coreChannel Partner/ Reseller/ DistributorFranchise partners operating Tonghua Wine specialty stores across China. Partners receive brand authorization, unified store design (SI system), promotional materials, tasting wines, and full product portfolio access. Minimum requirements include 500,000 CNY working capital and specified store sizes.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Dynasty Wine (Dynasty Fine Wines Group): Hong Kong-listed Chinese wine producer (00828.HK) founded in 1980. Competes with Tonghua in medium-to-premium Chinese wine segments with similar heritage positioning. Has faced similar challenges of declining Chinese wine consumption and shifting consumer preferences.
• Mogao (Gansu Mogao Industrial Development): Listed Chinese wine producer (600543.SH) based in Gansu, focused on Cabernet and ice wine varieties. Direct competitor in the Chinese wine manufacturing space, particularly relevant given ice wine overlap with Tonghua's premium positioning.
• Great Wall Wine (COFCO Wines & Spirits): Subsidiary of state-owned COFCO Group, one of China's largest wine producers by volume. Competes with Tonghua in domestic Chinese wine market with strong state backing, broad product portfolio across price points, and extensive distribution through COFCO's retail networks.
• Changyu (Yantai Changyu Pioneer Wine): China's largest and oldest wine producer, founded in 1892, listed on Shenzhen Stock Exchange (000869). Direct competitor in Chinese wine manufacturing, with similar heritage positioning but significantly larger scale, broader distribution, and stronger brand recognition across both domestic and export markets.

Broad incumbents

• Treasury Wine Estates: Australian-listed global wine company (owner of Penfolds, Lindeman's, Beringer). Significant China market presence through imported wine sales, competing for premium wine occasions and corporate gifting against Tonghua's heritage positioning.
• Pernod Ricard (China operations): Global spirits and wine giant with extensive China presence including imported wine brands (Jacob's Creek, etc.). Competes with Tonghua in the premium gifting and on-premise consumption segments, particularly in tier-1 Chinese cities where imported wines have stronger share.

Regional players

• Weilong (Wei Long Grape Wine): Smaller Chinese wine producer with operations in similar Northeast/Tonghua region. Less prominent nationally but represents regional competitive pressure within Tonghua's home territory where brand loyalty is strongest.

Emerging players

• Yantai Nongken (Yantai Agricultural) Wine: Smaller Chinese wine producer competing in the domestic wine market with state agricultural backing. Less prominent than Changyu/Great Wall but represents the broader landscape of regional Chinese wine manufacturers.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/tonghua-grape-wine-co-ltd-

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tonghua