The latest 24-hour data reveals that the average terminal retail price of China's major premium baijiu products continued its slight overall decline on July 16th, setting new lows. If one bottle of each major product were packaged for sale, the total price today would be 9,810 yuan, down 2 yuan from the previous day, marking a five-day decline and the third consecutive day setting the lowest level since March 22nd of this year. Wuliangye Pu Wu Eighth Generation fell to 783 yuan per bottle, again hitting the lowest level recorded since statistics began last November. Yanghe's Dream Blue M6+ set a new low for the past month for two consecutive days. Across the board, the divergence in price movements among core products remains significant, with terminal trading volume relatively stable, and the overall trend of low-price volatility continuing.
Today, among 11 major baijiu products, five rose and six fell, with the losers slightly outnumbering the gainers, though the magnitude of changes was generally similar. On the upside, Qinghua Lang led the gains, rising 9 yuan per bottle, matching its largest single-day gain in nearly a month and returning above the 690 yuan mark. Premium Moutai, Wuliangye 1618, and Gujing Gongjiu Gu 20 each rose 5 yuan per bottle. Notably, Premium Moutai showed initial signs of rebounding from its lows, moving towards the 2400 yuan mark. Wuliangye 1618 rebounded from its lowest level in nearly a month. Gujing Gongjiu Gu 20 rose for a second consecutive day, recovering all losses from July 14th. Crystal Jiannanchun rose 2 yuan per bottle, ending a three-day decline.
On the downside, Yanghe's Dream Blue M6+ led the declines, dropping 9 yuan per bottle, marking its largest single-day drop in nearly a month. It set a new low for the past month for two consecutive days and fell below the 590 yuan mark. Qinghua Fen 20 dropped 6 yuan per bottle, falling below the 370 yuan mark and matching its lowest price in nearly half a month. Wuliangye Pu Wu Eighth Generation fell 5 yuan per bottle to 783 yuan, again reaching its lowest level since records began last November. Guojiao 1573 fell 4 yuan per bottle, declining for a third consecutive day from its monthly high, with a cumulative drop of 16 yuan per bottle. Feitian Moutai and Xijiu Junpin each fell 2 yuan per bottle. The former set a new low for the second day in a row, reaching its lowest since March 30th of this year, further narrowing its premium over the official iMoutai platform price. The latter ended a two-day rising streak, retreating slightly from the 630 yuan mark.
Daily data is sourced from approximately 200 collection points reasonably distributed across major regions nationwide, including but not limited to appointed distributors, independent distributors, e-commerce platforms, and retail outlets. The raw data consists of actual terminal retail transaction prices from the past 24 hours at these points, aiming to provide objective, scientific, and fully traceable data on the market prices of well-known baijiu brands. Following the official iMoutai platform's launch of Feitian Moutai at 1,499 yuan per bottle (raised to 1,539 yuan on March 31st) and Premium Moutai at 2,299 yuan per bottle (raised to 2,359 yuan on May 16th), the gravitational influence of this new sales channel on the terminal retail prices of these two products is gradually becoming apparent. The daily published prices follow a calculation rule weighted by actual transaction volume, incorporating verifiable transaction prices into the terminal retail price calculations for these products.
In significant industry news, Kweichow Moutai Co.,Ltd. Sales Company held its 2026 half-year market work meeting this past Monday. Since January this year, Kweichow Moutai Co.,Ltd. has comprehensively advanced market-oriented reforms across dimensions including operational models, channel layout, and pricing mechanisms. The second half of the year will be a critical stage for deepening reforms and consolidating the positive momentum. Chen Hua, Party Secretary and Chairman of Moutai Group, stated at the meeting that the baijiu industry is currently in a phase of deep adjustment characterized by competition within a static market and evolving demand. Multiple pressures, including market volatility, industry competition, and shifting consumption patterns, are intertwined. Consumer choices are becoming more rational and diverse, yet growth potential in lower-tier markets remains vast, with emotional consumption emerging as a new growth engine. Market stability serves as the ballast for long-term development. He emphasized the need to enhance the quality and effectiveness of market-oriented reforms with precise, practical, and effective supporting measures, driving the reform from establishing a framework towards systematic integration, and comprehensively seeking incremental growth from the consumer end.
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