On the second day after Zhong Fangda was investigated, insiders received tips, but without official confirmation, little could be said. Zhong Fangda, who just turned 60 this year, served as an assistant general manager of Kweichow Moutai Co., Ltd. and was previously the chairman of Guizhou Xijiu.
After the investigation, attempts to contact Zhong Fangda were met with an unanswered call, while his son Zhong Sheng's phone was switched off.
Nearly a month and a half later, it seemed there would be no further developments—until today, when subtle yet unmistakable official confirmation of Zhong Fangda's downfall emerged.
1. Silence Speaks Volumes Before his investigation, Zhong Fangda was featured as an "exemplary figure" in "Moutai Nine Chapters," a foundational document released by Kweichow Moutai in October 2024. The 86-page document included a "Tribute to Role Models" section on page 82, listing all Guizhou Province Model Workers from Moutai.
Observers noted that until October 30, Zhong Fangda's image and accompanying text—showing him in a lab coat inspecting a glass of liquor, with a caption highlighting his 2010 Model Worker title—remained in the PDF version available on Moutai's official website. However, the latest version now excludes him, reducing the list from 10 to 9 names.
The updated PDF filename, "2025103010123663281," suggests it was uploaded on October 30, replacing the earlier version labeled "2025081210491853050." Though unannounced, the removal speaks for itself.
Interestingly, information about Zhong Fangda can still be found on Kweichow Moutai's WeChat account and Guizhou Xijiu's website—perhaps to avoid drawing excessive attention.
2. The In and Out Game On October 18, Zhong Fangda was abruptly called out of Kweichow Moutai's 2026 Production Quality Conference and never returned.
At the time, Moutai's then-chairman Zhang Deqin—who had worked closely with Zhong during his tenure at Xijiu—could not have anticipated his own sudden departure a week later.
Following Zhong's investigation, rumors circulated that certain construction and grain suppliers linked to Guizhou Xijiu were also implicated.
In July 2022, after 37 years at Xijiu, Zhong was transferred to Kweichow Moutai as an assistant general manager—a move that surprised many, possibly even himself.
In a 2021 preface to *Xijiu Oral History (Volume 1)*, Zhong, then Xijiu's chairman, wrote, "If nothing unexpected happens, I might retire here."
While the exact reasons for his downfall await official disclosure, his career at Xijiu remains central to the speculation.
Within Xijiu's dealer network, it was widely known that during the peak of the baijiu boom, Zhong helped his son secure numerous product development codes, tarnishing his reputation. Public records show Zhong endorsing "Yun Cang Tian Xia," a premium baijiu developed by Guizhou Xiyun Technology Co., where his son Zhong Sheng once held a 20% stake before quietly exiting in 2016.
The timing raises questions about potential undisclosed gains and Zhong Fangda's enthusiastic promotion of the product.
3. The "Nobleman of Liquor" and His Downfall Zhong Fangda's rise was facilitated by Zhang Deqin, then Xijiu's chairman, who delegated significant authority to him.
In a later account, Zhong recalled focusing on internal operations during his early years as general manager, while Zhang handled external affairs. By late 2014, Xijiu faced a cash crunch, with reserves plummeting from ¥1.3 billion in 2012 to under ¥150 million. Zhang urged Zhong to overhaul sales, to which Zhong replied, "If I step in, many old practices will change." Zhang's response: "Do what you must."
Though Zhong vowed to streamline Xijiu's product lines after succeeding Zhang in 2018, it wasn't until July 2023—a year after his departure—that Xijiu officially halted external development projects.
While these projects helped Xijiu surpass ¥10 billion in sales, their hidden costs and conflicts of interest warrant scrutiny.
Hired in 1985 as a teacher at Xijiu's school, Zhong spent 37 years at the company, earning reverence from colleagues as a "mentor." He witnessed Xijiu's 1990s heyday, its near-collapse from overexpansion, and its eventual acquisition by Moutai.
These tumultuous experiences inspired Zhong, a lover of classical poetry, to style himself a "nobleman of liquor." Ironically, despite his internal warnings about risk management, he became Xijiu's greatest liability.
As night falls, one wonders whether Zhong—now denied a graceful exit—reflects on the lessons of his mentor Chen Xingguo, who once sent him to study brewing techniques, and regrets failing to see the bigger picture.
Comments