According to a 2014 report related to the listed drinks manufactures producing BaiJu (a colourless high alcohol content Chinese spirit), compared to mid-end quality consumption, the demand for the best quality products is on the rise. In the long run, due to consumer demand for the top brands, the high-end product has good competitiveness and increased its market share. However, from the data, the indication is that profitability within the sub-sector is still in decline, although the decline has slowed significantly. The position for mid-end baiju is different and on the decline, potentially due to consumer willingness to pay more for better quality and the top brands deciding to lower their prices to increase consumption. ….

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