Abstract: This paper introduces that Xin'an Coal Industry Company has realized the transformation from “coal producing” to “coal managing” by strengthening the control of production source, rational blending and mining, strictly controlling transportation process, ensuring quality, optimizing coal preparation process, improving coal quality, enriching product structure, promoting sales, and striving to build a deep coordination pattern of “production, transportation, preparation and distribution”. By changing the marketing thinking, adhering to the principle of improving coal quality, adjusting structure and increasing efficiency, we have continuously broadened sales market and enriched product structure, thus maintaining a good situation of prosperous production and marketing. In May 2018, the new development of Grade 11 high ash clean coal not only increased the variety of gas clean coal, but also broadened the sales market. Through the sale of clean coal, not only the product structure is diversified, but also the sale of blended coal is promoted, which greatly increases the economic benefits.