Over the past 24 hours, data collected for the Sina Finance "Liquor Price Insider" shows that on October 15, the average terminal retail prices of 12 major Chinese baijiu products recorded four gains, seven declines, and one flat reading, with decliners clearly outnumbering advancers and their cumulative losses exceeding the gains, sending the overall price board lower again after yesterday's sharp rebound.
On the upside, Feitian Moutai rose 3 yuan to 1,797 yuan, rebounding notably from a recent low and approaching the 1,800 yuan mark; Wuliangye Puwu 8th Generation gained 1 yuan to 802 yuan, edging higher after yesterday's flat session and continuing to hold above the 800 yuan threshold; Xijiu Junpin added 1 yuan to 644 yuan, rising for a third straight session and matching its 30-day high; Qinghualang climbed 3 yuan to 698 yuan, posting a second consecutive gain for a cumulative rise of 8 yuan and sitting just one yuan below its previous peak of 699 yuan.
On the downside, Jingpin Moutai fell 3 yuan to 2,465 yuan, turning lower again after yesterday's rebound and extending its recent narrow tug-of-war; Wuliangye 1618 dropped 1 yuan to 829 yuan, continuing to fluctuate within a narrow range of 829 to 830 yuan; Qinghua Fen 20 declined 4 yuan to 393 yuan, accelerating its pullback with a second straight loss as resistance mounted sharply after touching the 400 yuan mark; Guojiao 1573 slipped 3 yuan to 887 yuan, ending a five-day winning streak but still trading near its recent high; Yanghe Mengzhilan M6+ fell 4 yuan to 607 yuan, pausing its short-term rebound as the price board came under renewed pressure and sank into a trough; Gujinggong Gu 20 plunged 10 yuan to 530 yuan, showing the recent pattern of alternating gains and losses but with selling pressure clearly intensifying today; Shuijing Jiannanchun dropped 2 yuan to 409 yuan, failing to sustain yesterday's rebound as the price trend weakened again.
On the flat side, Moutai 1935 held unchanged at 684 yuan, entering flat consolidation after yesterday's modest rebound. Today's total terminal retail price of the 12 major products fell again, with seven products posting declines, and the volume of decliners weighed heavily on the overall price board. If one bottle of each of the 12 products were packaged and sold together, the total price today would be 10,745 yuan, down sharply by 19 yuan from yesterday.
The "Liquor Price Insider" daily data comes from approximately 200 collection points reasonably distributed across all major regions nationwide, including but not limited to liquor companies' designated distributors, social distributors, e-commerce platforms, and retail outlets. The raw sampling data consists of actual transaction terminal retail prices handled at each point over the past 24 hours, striving to provide all sectors with objective, scientific, and fully traceable data on the market prices of major baijiu products.
With the official i-Moutai platform launching sales of Feitian Moutai at 1,499 yuan per bottle for New Year's Day (raised to 1,539 yuan per bottle on March 31 and further to 1,639 yuan per bottle on July 18), and the launch of Jingpin Moutai at 2,299 yuan per bottle on January 9 (raised to 2,359 yuan per bottle on May 16), the magnetic influence of this new channel on the average terminal retail prices of both products has gradually emerged. The daily liquor prices published by the "Liquor Price Insider" follow a calculation rule weighted by actual transaction volume, and we have incorporated quantifiable prices into the calculation of terminal retail prices for both liquor products.
Regarding important news in the baijiu industry, a report pointed out that during the recently concluded 2026 Mid-Autumn and National Day "double festival" period, the baijiu industry as a whole continued to show the characteristic of a "strong season without strong sales," but Kweichow Moutai Co.,Ltd. (600519) stood out for the relative resilience of its price board. Feitian Moutai's wholesale price rose moderately before the holiday, climbing to around 1,780 yuan per bottle at one point during the double festival, and although it pulled back somewhat after the holiday, it still held in the 1,720 to 1,740 yuan per bottle range without any significant sharp decline. Channel feedback shows that Feitian's full-year payment collection progress was solid, with some regions executing October quotas ahead of schedule, channel inventories were generally low during the double festival, and volume-price dynamics, bottle-opening rates, and channel profits remained relatively healthy.
At the same time, Moutai 1935 delivered standout sell-through performance during the double festival, driven by banquet scenarios and leveraging its value-for-money ratio, tight quotas, and relatively high bottle-opening rate to continue capturing share in the sub-high-end baijiu market, demonstrating strong resilience in certain markets. Overall, against the backdrop of weak industry demand and intensifying consumption divergence, the price stability of Feitian Moutai and the sell-through performance of Moutai 1935 became the main highlights of Kweichow Moutai Co.,Ltd. (600519)'s market performance during this double festival period.
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