Shede

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.

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.

• 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.

• 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.

  Source

• 2021

  Source 1Source 2

• 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.

  Source

• 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.

  Source

Read more

1. 1Shede official websitetuopaishede.com
2. 2控股股东违规占用资金被上交所纪律处分m.thepaper.cn
3. 3控股股东违规占用资金被上交所纪律处分jiemian.com
4. 4Shede Liquor subsidiary sues controlling shareholder affiliates over fund occupationfinance.sina.com.cn
5. 5Shede Spirits discloses related-party fund occupationfinance.ce.cn
6. 6Shede Liquor states it has no partnership with Yang Lifinance.sina.com.cn
7. 7夺冠！品味舍得（第四代）以最高分荣获“中国白酒酒体设计奖”（转自舍得酒业公众号）_舍得酒业(600702)股吧_东方财富网股吧guba.eastmoney.com
8. 8舍得董事长：董监事辞职属于正常调整 将进行补选eeo.com.cn
9. 9舍得酒业高管集体辞职 复星系加大管理层掌控finance.sina.com.cn
10. 10Chinesische Spirituosenmarke Shede gewinnt Drei-Sterne-Superior-Taste-Award und setzt damit neuen Rekord in der 15-jährigen Geschichte des ITIfinanznachrichten.de