590-Year-Old Liubiju Adapts to Consumer Trends in Beijing
What happened
Liubiju, a 590-year-old pickle maker in Beijing, has expanded its offerings beyond traditional pickled garlic and sauces. The company now sells items such as peanut-sesame-paste ice cream and vinegar slushies. After losing over 15 million yuan in 2021, Liubiju returned to profit, earning over 26 million yuan in 2025.
From en.people.cn
Why it matters
The company's financial recovery reflects broader market trends, as China's total retail sales of consumer goods rose 1.1 percent in the first nine months of 2026. Additionally, online food sales grew substantially, reaching 15.8 percent during the same period.
From en.people.cn
Who's involved
- LiubijuChinese traditional-food manufacturer that overhauled its products and sales channels.
- BeijingThe capital city of China where Liubiju maintains its historic store.
- National Bureau of StatisticsGovernment agency that reported China's retail sales figures.
Who could feel it
Possible knock-on effectsThese are possibilities Brind reasoned out, not predictions, and not advice. Most are not stated in any report.
- LiubijuSpeculative
The product and sales channel overhaul might allow Liubiju to capture new consumer segments, potentially increasing revenue.