Latest news and articles about Xijiu
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Ahead of the Lunar New Year, a sudden, concentrated flood of Xijiu’s Yuan Xijiu into a Zhengzhou wholesale market caused wholesale prices to crash from about 500 yuan per box to as low as 330 yuan, revealing persistent inventory pressure and weak channel controls. The incident undermines the company’s recent pledges to stabilise supply and price, and raises questions about execution of its Marketing 2.0 reforms and broader implications for brand positioning in China’s softening baijiu market.
