Data collected over the past 24 hours by the "Liquor Price Index" shows that the average terminal retail price for major individual products in the Chinese baijiu market experienced a slight overall increase on April 2nd. If one bottle of each major product were bundled for sale, the total price today would be 9,960 yuan, an increase of 6 yuan from yesterday, reaching a new high for the past 13 days. The market displayed structural divergence, with premium products continuing their upward trend, lifting the overall price level, while the majority of products saw declines, indicating the market remains in a phase of differentiation and consolidation.
Among the 11 major baijiu products tracked today, four increased in price, six decreased, and one remained unchanged. On the upside, Gujinggong's Gu 20 led gains, rising 6 yuan per bottle. Qinghualang increased by 5 yuan per bottle. Premium Moutai and Feitian Moutai rose by 4 yuan and 3 yuan per bottle, respectively, both achieving a strong three-day rally following news of the Feitian price adjustment. On the downside, Xijiao Junpin saw the largest decline, dropping 4 yuan per bottle. Gujiao 1573 decreased by 3 yuan per bottle. Wuliangye's Eighth-Generation Pu Wu fell by 2 yuan per bottle. Qinghua Fen 20, Yanghe's Dream Blue M6+, and Crystal Jiannanchun each saw a slight decrease of 1 yuan per bottle. The price of Wuliangye 1618 remained unchanged from the previous period.
The daily data for the "Liquor Price Index" is sourced from approximately 200 collection points reasonably distributed across major regions of the country. These points include, but are not limited to, distributors designated by distilleries, independent distributors, e-commerce platforms, and retail outlets. The raw sample data consists of the actual, transacted terminal retail prices handled at each point over the past 24 hours, aiming to provide objective, scientific, and fully traceable data on the market prices of renowned baijius. Since the official i-Moutai platform began selling Feitian Moutai at 1,499 yuan per bottle at the start of the year (adjusted upward to 1,539 yuan per bottle early on the 31st), and started selling Premium Moutai at 2,299 yuan per bottle on January 9th, the gravitational pull of this new channel on the average terminal retail prices of these two products has gradually become apparent. The daily prices published by the "Liquor Price Index" follow a calculation rule weighted by real transaction volume, and we have incorporated the quantifiable prices from this channel into the terminal retail price calculations for these two products.
Key channel news from the baijiu industry includes an announcement from JD Supermarket that its overall liquor sales in the first quarter of 2026 increased by over 25% year-on-year, with sales from its self-operated liquor business growing by more than 35%. Driven by demand, Kweichow Moutai performed exceptionally well on the JD platform, with sales from January of this year to date increasing by more than 50% year-on-year. Data from the National Bureau of Statistics indicates that, spurred by Spring Festival consumption, the national retail sales value of tobacco and alcohol products grew by 19.1% year-on-year. Following Moutai's price adjustment announcement, the JD platform simultaneously increased the price of 53% vol 500ml Feitian Moutai to 1,539 yuan and opened a daily reservation for purchase at 12 PM. Furthermore, JD stated that a relatively high proportion of its users are high-spending liquor consumers, and user value continues to increase. The Moutai Feitian Cloisonné Year of the Horse Zodiac Gift Set had a limited首发 on the platform and sold out. Additionally, the platform implements a full-chain authenticity guarantee for famous spirits like Kweichow Moutai through mechanisms such as its "Famous Liquor Authentication" program.
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