Jinhui Liquor Launches 18th Education Aid Program, Donating RMB 13 Million

In 2026, Jinhui Liquor officially launched the 18th phase of its education assistance program, announcing a donation of RMB 13 million to support students from Gansu, Shaanxi, Ningxia and Inner Mongolia in entering university. Since the program began in 2009, it has run for 18 consecutive years, with cumulative donations exceeding RMB 160 million and tens of thousands of underprivileged students supported.

Frontline sales staff carry out the key responsibilities of household visits and grant distribution. They set aside routine customer visits and market development tasks to coordinate with local education bureaus and secondary schools, conducting household surveys over two to three months. The visits verify college entrance examination admission records and confirm genuine difficulties such as family illness, migrant work and subsistence allowance status, ensuring grants are distributed precisely to students in need.

The survey scope covers more than 100 cities and counties across the four provinces, with remote areas requiring long journeys and sometimes travel on foot. Staff hand grants to students face to face and leave contact details for ongoing support. This process has continued since 2009, forming a stable public welfare mechanism.