The 2026 Jiahao Strategic Distributors Symposium, held on January 23 at the Jingba Hall of Jiahao's Zhongshan headquarters, marked a significant milestone for the company and its distribution network. The event brought together key strategic distributor partners from across the country, all gathering under one roof to join the leadership team, including CEO Que Jiahua and executives from various departments such as sales and marketing. The symposium served as a platform for discussing emerging industry trends, as well as a space for in-depth discussions on Jiahao’s development strategies, with the goal of guiding all partners through the changing landscape of the condiment industry.
In his opening speech, Mr. Que Jiahua set the tone for the event by leading the attendees through a reflection of Jiahao's remarkable growth in the condiment sector. He emphasized the company’s success in building its brand through a well-thought-out strategy, which involved precise selection of niche markets, a differentiated product lineup, and a sophisticated push-pull marketing model. These elements have enabled Jiahao to thrive alongside its distributor partners, ensuring mutual growth and success. Mr. Que attributed the company’s achievements to its focus on segmented markets, which allowed it to reach consumers with specific needs while also ensuring that distributors had a clear roadmap for success.
Looking forward, Mr. Que identified the driving forces behind Jiahao’s future strategy, outlining three key focus areas: health, intelligence, and cross-border integration. These themes reflect Jiahao’s commitment to staying ahead of industry changes, and positioning itself as a leader in the global condiment market. The company’s two major transformations — transitioning from a “push-pull” model to a “user-direct” approach and expanding from “local operation” to “international operation” — were also highlighted. These changes are designed to help Jiahao break through traditional boundaries and empower distributor partners to evolve beyond the simple act of “selling products” into providing “solutions” for the end customer. This shift is expected to position Jiahao and its partners to seize the strategic high ground in the growing global condiment market.
To ensure that the ambitious strategies outlined by Mr. Que would be successfully implemented, each of the company’s core departments presented their annual work plans. The Brand Growth Department, understanding the need for transformation, proposed a multi-faceted approach to achieving growth. This approach involved three key areas: changing the battlefield (target audience), changing the model (communication and outreach), and changing the product focus. The department stressed the importance of creating an efficient communication platform through a variety of themed activities, boosting brand presence by producing massive amounts of content, and using a diversified communication matrix to strengthen Jiahao’s voice in the marketplace. By linking online and offline resources, the department aims to achieve three main objectives: upgrading brand mindshare, expanding the customer experience across multiple touchpoints, and building a robust content ecosystem that reinforces the company’s position in the market.
Meanwhile, the Category Marketing Department highlighted its plans to deepen its focus on core business areas and launched an innovation strategy centered on key products and services. These included three core offerings: robot sauces, soup base solutions, and flexible compound condiment customization. In 2026, this department will aim to drive category growth by rolling out blockbuster products and providing tailored services for key accounts. They will also focus on further developing the “great health” concept, creating new categories that adapt to changing market demands, and boosting the competitiveness of their core products. This forward-thinking approach will provide distributors with high-potential profit opportunities and support their growth in the fast-evolving condiment market.
The Sales Operations Department emphasized its support for distributor partners by sharing comprehensive policies designed to drive mutual success. The department outlined a range of support mechanisms, including leveraging the national Jingba Master Chef Experience Center, which will play a central role in the company’s strategy moving forward. Multiple incentive policies, along with access to a wide array of customer resources, were also introduced. These initiatives aim to optimize the channel management system and enhance the overall distributor cooperation model. The company’s core philosophy of “helping catering customers succeed” will guide the department’s efforts, ensuring that distributor partners are equipped with both the knowledge and the resources they need to succeed in a competitive marketplace.
As the symposium concluded, it was clear that the collaboration between Jiahao and its distributor partners has entered a new and exciting phase. The company’s two major transformations, coupled with the three key focus areas, will serve as the driving forces behind this next chapter. With the Jingba Master Chef Experience Center at the heart of this strategy, Jiahao is committed to uniting with its distributor network to explore new opportunities in the condiment industry. By embracing the themes of health, intelligence, and cross-border integration, Jiahao aims to lead its partners into the blue ocean of the global condiment market, creating a future of mutual success and growth.
This strategic symposium not only highlighted the company’s achievements but also laid a solid foundation for future progress. With the shared vision and commitment to innovation, Jiahao and its distributor partners are poised to write a new chapter in the condiment industry — one that reflects the values of collaboration, growth, and success for all involved.
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