The latest 24-hour data from the liquor price monitor shows the average terminal retail price for major Chinese baijiu products on July 4th continued a slight upward trend from recent lows. If one bottle of each major product were bundled for sale, the total price today would be 9,883 yuan, a modest increase of 4 yuan from the previous day. This marks the third consecutive day of gains, reaching the highest level in four days. Gujing Gong Jiu 20 continued to set a new high for the past month. Across the board, some products hit monthly highs while others found monthly lows, indicating continued significant divergence in price movements among core products. Terminal market sentiment showed limited marginal improvement, but the overall pattern of low-price consolidation has not yet been reversed.
Today, among the 11 major baijiu products, four rose, five fell, and two were flat. Losers slightly outnumbered gainers, but the gainers posted stronger increases. On the upside, Gujing Gong Jiu 20 led the gains, rising 9 yuan per bottle. This is its third consecutive day of increase, setting another new high for the near month. Guojiao 1573 rose 4 yuan per bottle, ending a three-day decline. Wuliangye Pu Wu Eighth Generation increased by 3 yuan per bottle, and Wuliangye 1618 rose by 2 yuan per bottle. On the downside, Fenjiu Blue and White 20 led the declines, falling 4 yuan per bottle. Kweichow Moutai Co.,Ltd.'s Premium Moutai and Xijiu Junpin both fell 3 yuan per bottle. The former dropped below the 2,410 yuan level, while the latter retreated back to the 630 yuan mark. Feitian Moutai and Yanghe Dream Blue M6+ both declined by 2 yuan per bottle. The former continued to set a new low for the past month, with its premium over the official iMoutai platform price narrowing further. The latter saw a slight retreat from its recent one-month high. Prices for Langjiu Blue and White and Jiannanchun Crystal Sword remained unchanged from the previous day.
The daily liquor price data is sourced from approximately 200 collection points reasonably distributed across major regions nationwide. These points include, but are not limited to, liquor company-authorized distributors, independent distributors, e-commerce platforms, and retail outlets. The raw sample data consists of actual transacted terminal retail prices handled by these points over the past 24 hours, aiming to provide objective, scientific, and fully traceable data on the market prices of well-known baijiu products. Following the official iMoutai platform's launch of Feitian Moutai at 1,499 yuan per bottle (adjusted to 1,539 yuan on March 31st) and Premium Moutai at 2,299 yuan per bottle (adjusted to 2,359 yuan on May 16th), the gravitational influence of this new sales channel on the terminal retail prices of these two products has gradually become apparent. The daily liquor prices published follow calculation rules weighted by actual transaction volume, and confirmed prices from this channel have been incorporated into the terminal retail price calculations for these two products.
In other significant news for the baijiu industry, the General Office of the Guizhou Provincial People's Government recently issued the "Guizhou Province Action Plan for Creating an Upgraded Version of the Transformation from 'Selling Liquor to Selling Lifestyles' (2026-2030)". This includes support for constructing the Moutai Ancient Town according to national 5A-level tourist attraction standards. The plan proposes that Guizhou will continue to develop a group of liquor-tourism integrated scenic areas, enrich liquor-related consumption formats around key integrated areas, and design and develop liquor-themed cultural and creative products based on liquor culture elements, local characteristics, and unique cultural symbols of the scenic areas. It also explores launching interactive projects such as liquor-themed songs and games, baijiu blending experiences, and liquor custom cultural experiences. Supporting the construction of Moutai Ancient Town to national 5A-level tourist attraction standards aims to establish it as a flagship liquor-tourism integrated scenic area.
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