Kouzijiao confirmed at its 2025 annual and first-quarter 2026 results briefing that the company will not renew its contract with McKinsey and will independently continue to deepen channel reforms in 2026. This marks the end of a four-year external strategic consulting partnership that began in 2022 when McKinsey was brought in to refine brand strategy and drive product and organizational upgrades. Financial data shows that consulting service fees from 2022 to 2025 were 12.8887 million yuan, 38.2691 million yuan, 30.0746 million yuan, and 23.3361 million yuan respectively, totaling over 100 million yuan over the four years. However, the heavily funded external brain trust failed to deliver the expected growth. In 2025, the company's revenue plunged to 3.991 billion yuan, down 33.65 percent year-on-year, and net profit attributable to shareholders fell to 673 million yuan, down 59.32 percent, moving further away from the 10-billion-yuan revenue target. The company stated it will focus on improving channel quality, enhancing collaboration with manufacturers, and empowering distributors, while solidifying its core base in its home province by strengthening brand momentum and deepening refined operations.
Anhui Kouzi Distillery Co LtdCompany ended McKinsey contract after spending over 100 million yuan on consulting fees that failed to reverse revenue decline, with 2025 revenue down 33.65% and net profit down 59.32%.