Data compiled by the liquor price monitoring desk over the past 24 hours shows that on September 4th, the average terminal retail prices of 11 major Chinese baijiu products saw five rises, four falls, and two flat readings, with momentum shifting frequently.
On the upside, Feitian Moutai climbed 8 yuan to an average terminal retail price of 1,798 yuan, nearing the 1,800 yuan threshold and hitting a fresh one-month high. Premium Moutai surged 10 yuan to 2,462 yuan, supported by strengthening pre-Mid-Autumn Festival buying interest. Wuliangye 1618 edged up 1 yuan to 831 yuan, marking its second consecutive gain and holding above the 830 yuan level. Qinghua Lang jumped 10 yuan to 689 yuan, rebounding swiftly after two straight declines and approaching the 690 yuan mark again. Crystal Sword Nancun rose 1 yuan to 407 yuan, with a slight uptick in prices following two flat sessions.
On the downside, Wuliangye Classic Fifth Generation fell 4 yuan to 807 yuan, pulling back again after a rebound the prior day. Qinghua Fen 20 dropped 4 yuan to 394 yuan, ending its four-day winning streak as the 400 yuan level proved to be strong resistance. Guojiao 1573 declined 4 yuan to 882 yuan, marking a second straight day of correction with its price center shifting down by two notches. Gujing Gong Gu 20 tumbled 11 yuan to 541 yuan, putting an abrupt end to its four-day rally, with notably heavier declines reported in Central China.
On the flat side, Yanghe Dream Blue M6+ held steady at 614 yuan, consolidating at elevated levels after a series of gains. Xijiu Junpin remained unchanged at 643 yuan, entering a sideways consolidation phase after four consecutive advances.
The combined average terminal retail price of all 11 products continued to climb today, with both Moutai variants moving higher in tandem while other products showed clear divergence, creating a mixed trading picture. If one bottle of each of the 11 products were bundled together for sale, the total would come to 10,068 yuan, up 7 yuan from the previous day and the highest level in 16 days. Having broken through the 10,000 yuan threshold on August 29th, the aggregate price has now risen for six consecutive sessions, steadily consolidating above that key milestone.
The daily price data is sourced from approximately 200 collection points strategically distributed across major regions nationwide, including but not limited to designated distillery distributors, social distributors, e-commerce platforms, and retail outlets. The raw samples represent actual terminal retail transaction prices processed at these points over the past 24 hours, aiming to provide an objective, scientific, and fully traceable dataset on the market prices of major baijiu products.
Since the official i-Moutai platform began selling Feitian Moutai at 1,499 yuan per bottle on New Year's Day (raised to 1,539 yuan on March 31st and further to 1,639 yuan on July 18th), and Premium Moutai at 2,299 yuan per bottle from January 9th (raised to 2,359 yuan on May 16th), this new sales channel's magnetic pull on the terminal retail prices of both products has become increasingly evident. The daily liquor prices published follow a volume-weighted calculation rule, with verifiable prices from this channel incorporated into the terminal retail price calculations for both products.
On the industry news front, Huatai Securities recently published a research report titled "Baijiu Deep Cleansing, Mass-Market Products See Earnings Divergence," analyzing the recovery pace and allocation strategy for the baijiu sector. The report suggests that in the short term, market expectations for the Mid-Autumn Festival and National Day peak season remain cautious, but demand for banquets, gifting, and casual gatherings among friends and family retains a certain rigidity. Going forward, attention should focus on tracking metrics such as terminal orders, bottle-opening rates, core wholesale prices, inventory levels, payment collections, and channel profits. Over the medium to long term, baijiu demand is expected to continue its K-shaped divergence, with extreme brand equity, scarcity, and high-quality cash flow supporting the premium price band, while the 100-300 yuan mass banquet price segment shows relative resilience. Regional leaders with strong home-market advantages, deep channel penetration, and product value-for-money superiority are better positioned to absorb demand shifts. The report recommends a balanced allocation approach that weighs both value and growth factors.
Comments