Word: xiaomaibu
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...Tingyi's growth is the result of laborious distribution work. Rather than rely on wholesalers, Tingyi hired specialized staff to ensure that its products were being sold not just in large supermarkets and convenience stores but in the tiny xiaomaibu, or corner grocers, where Chinese consumers still make a large share of incidental purchases. "Control over end distribution channels is one of Tingyi's key competitive advantages," according to the China Brands Index from Hong Kong brokerage CLSA...
...cheap, too. "Our signature brand is affordable," allowed Zhang, leading me to shelves of Yanjing's 15 varieties. The stuff from a local xiaomaibu costing two yuan (about 25?) is the Refreshing brand, weighing in at 4% alcohol by volume. Other varieties range from Low Alcohol (2.8%) to Style Draft (3.1%), to King (4.3%) for nights when you need something stronger. And there's Yanjing Alcohol Free for when...
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