Data collected over the past 24 hours indicates that the average terminal retail price for major premium baijiu products in China experienced a modest overall increase on March 14th. If one bottle of each major product were bundled together for sale, the total price would be 10,577 yuan today, marking a slight increase of 11 yuan compared to the previous day. Following a price decline in the previous trading session, market quotations showed marginal recovery, with the overall market characterized by stable adjustments.
Most major baijiu products saw price increases today. Among the gainers, Premium Moutai led with a rise of 7 yuan per bottle, accompanied by a slight acceleration in distribution channel activity. Blue-and-White Langjiu increased by 6 yuan per bottle, with a slight improvement in trading activity. Blue-and-White Fenjiu 20 rose by 2 yuan per bottle. Wuliangye普五第八代, Luzhou Laojiao国窖1573, and Crystal Sword南春 all saw small increases of 1 yuan per bottle. On the downside, Xijiu Junpin decreased by 4 yuan per bottle; Flying Moutai dropped by 2 yuan per bottle; and Yanghe Dream Blue M6+ experienced a minor decline of 1 yuan per bottle. Prices for Wuliangye 1618 and Gujing贡酒古20 remained unchanged from the previous period.
The daily data is sourced from approximately 200 collection points reasonably distributed across major regions nationwide. These points include, but are not limited to, brand-appointed distributors, independent distributors, e-commerce platforms, and retail outlets. The raw sample data consists of the actual final retail transaction prices from these points over the past 24 hours, aiming to provide objective, scientific, and fully traceable data on the market prices of renowned baijiu products. Since the official iMoutai platform began selling Flying Moutai at 1,499 yuan per bottle around New Year's Day and Premium Moutai at 2,299 yuan per bottle starting January 9th, the gravitational influence of this new channel on the average terminal retail prices of these two products has gradually become apparent. The pricing methodology employed adheres to a calculation rule weighted by actual transaction volume, and the quantifiable prices from this new channel have been incorporated into the calculations for Flying Moutai and Premium Moutai's terminal retail prices.
In other significant baijiu industry news, market sources indicate that Kweichow Moutai Co.,Ltd. has recently implemented an agency sales policy for its non-standard products, including aged Moutai, Premium Moutai, Zodiac Moutai, and the small-capacity series of Flying Moutai. Distributors participating in this agency sales model must meet three requirements: pay a deposit; sell all agency products exclusively through the iMoutai platform; and strictly adhere to the company's unified pricing standards on iMoutai. Distributors are estimated to receive a rebate of approximately 5%. This move is a key step in implementing the "Market-Oriented Operation Plan" released in early 2026, which proposed transitioning the sales model from "self-sales + distribution" to a multi-faceted synergy of "self-sales + distribution + agency sales + consignment sales," and building a system encompassing five major channels: wholesale, offline retail, online retail, hospitality, and private domains. The core of the agency sales model lies in "non-transfer of ownership rights," aiming to enhance regional coverage and channel reach, enabling consumer-centric precise allocation and dynamic optimization.
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