insight

Xijiu Splits "Marketing" from "Sales": The Hardest Problem in Baijiu Finally Has an Answer

Through its Marketing 2.0 reform, Xijiu is advancing the moderate separation of "marketing" and "sales": the 719 Member Festival drew 330,000 participants, 12,000 bottles of Member Zunxiang member-exclusive liquor sold out in two hours, bottle-opening volume rose 69% year-over-year, and inventory fell 15%. This article looks at how Xijiu, with a three-center structure and products that never enter the open market, solves the industry's age-old problem of serving the C-end without cutting into th