Jindong Group issued a notification on January 10, 2018: the retail guide price of “A Jar of Good Liquor” would be increased to RMB 269 and the retail guide price of “Bliss Jar” would be increased to RMB 369.

Chairman Wu Xiangdong gave six reasons for the price increase in a press interview:

1. Due to consumption upgrading, the white liquor market capacity priced by RMB hundred is shrinking;

2. Priced within RMB 200-300 is becoming the golden price zone in the white liquor market. The market increment and growth rate have already exceeded RMB hundred and the first comer will win market advantages;

3. The head and tail of sugarcane are not delicious and the middle section is the most delicious one.

4. “A Jar of Good Liquor” pursues high quality and suitable price, not cheap price;

5. “Only select the most suitable one among numerous choices”. We are not eager for more and more. Among more than 200 million consumers, we would rather select the 2 million consumers who truly appreciate and love white liquor;

6. We have full confidence of our product quality. Even if it is priced within RMB 200-300, it still has high cost performance. Our top priority is to enable liquor lovers to feel the sense of worth.

A professional in liquor industry said the development of “A Jar of Good Liquor” was surprisingly amazing in 2017 and became the super product of “Online Celebrity” in the liquor industry. However, what has truly supported the rapid development and good market acceptance of “A Jar of Good Liquor” is not only dependent upon Wu Xiangdong’s personal charisma and innovative strategy, but also the full confidence of the quality of “A Jar of Good Liquor”. Quality decides price. For this price increase, the price is changed but the principle of “high quality and suitable price” remains unchanged.