Xue Guan currently serves as General Manager of Shanghai Gaosheng Winery Co., Ltd., a subsidiary of N&G GROUP. N&G GROUP is a global alcoholic beverage supply chain service provider whose business spans bulk wine trading, R&D and production, global customisation, and brand marketing. Its product portfolio is anchored in imported wines and extends to over 300 formulations of crafted mixed drinks. The Group has been recognised with multiple honours including "Gazelle Enterprise" and "Specialised, Sophisticated, Distinctive and Innovative (Little Giant) Enterprise."
Xue Guan has delivered outstanding results across the industry: she spearheaded the "manufacturing-retail alliance" model to restructure brand-distributor relationships, achieving over 30% faster product iteration, 25%+ inventory reduction, and 15–20%+ improvement in profit margins. She has led new-style beverage innovation, launching benchmark products such as the ALDI 996 Wine, the Waima cocktail mixer pack, and Chinese-style mulled wine. She has also driven partnerships with leading retailers including Hema, ALDI, FamilyMart, Lawson, China Resources Vanguard, and Waima Delivery, establishing a comprehensive omni-channel distribution network.
Amidst a slowdown in the global alcohol market, the new drinks segment grew at 6.1% annually from 2015 to 2024. Innovative products, now over 5% of the sector, drove more than $100 billion in sales. This growth is fueled by a shift in young consumers' preferences toward low-ABV, health-focused, experiential, and occasion-based drinking.
Gaosheng Winery exemplifies this shift. Its value wine line leads in repurchases and store sales at Aldi. Co-developed with Hema, its "Goodnight Sip" became a top-selling and most-repurchased new product, sparking 4 million social media impressions. Innovations like mulled wine kits and cocktail packs further blend health with experience.
Through "Counter-Inertia Innovation," Gaosheng tackles two key challenges:
Moving Beyond Novelty: How to embed new drinks into real daily routines?
Reinventing Wine: How to make wine accessible beyond traditional perceptions and occasions?