The latest 24-hour data from the "Liquor Price Insider" report indicates that the average terminal retail prices for major Chinese baijiu products experienced a broad decline on July 1st. If one bottle of each major product were bundled for sale, the total price today would be 9870 yuan, marking a mild decrease of 14 yuan from the previous day. This ends the two-day consecutive recovery trend and sets the lowest point in nearly three days. Yanghe's Dream Blue M6+ matched its highest price record in nearly a month, while products like Kweichow Moutai Co.,Ltd.'s Feitian Moutai, Wuliangye's Eighth Generation Pu Wu, and Crystal Jiannanchun remained in their lower price ranges for the past month. Notably, the Eighth Generation Pu Wu continued to set the lowest price recorded in the "Liquor Price Insider" report since its inception in November last year. Overall, the market displayed a mix of high and low-priced varieties, with significant divergence in the performance of core products, a marginal cooling in terminal trading sentiment, and the ongoing pattern of low-level volatility remaining unbroken.
Today, among 11 major baijiu products, three rose, seven fell, and one remained flat, with declining items holding a clear majority. On the upside, Wuliangye's 1618 and Yanghe's Dream Blue M6+ both increased by 2 yuan per bottle, with the latter equaling its highest price in nearly a month. Feitian Moutai saw a minor technical rebound, rising 1 yuan per bottle from the near-one-month low set yesterday. On the downside, Qinghualang led the declines, dropping 5 yuan per bottle and falling back below the 700 yuan threshold. Premium Moutai decreased by 4 yuan per bottle, barely holding above the 2400 yuan mark and retreating to its second-lowest level in nearly a month. Guojiao 1573 and Xijiu's Junpin both fell by 3 yuan per bottle, with the former experiencing a short-term pullback from yesterday's near-one-month high. Gujinggong's Gu20 dropped by 2 yuan per bottle. Wuliangye's Eighth Generation Pu Wu and Qinghua Fen 20 both saw slight declines of 1 yuan per bottle, with the former's price continuing to hit its lowest level since the report's records began last November. The price for Crystal Jiannanchun remained unchanged from the previous day, still at its second-lowest point in nearly a month.
The daily data for "Liquor Price Insider" is sourced from approximately 200 collection points reasonably distributed across major regions nationwide. These include, but are not limited to, appointed distributors by liquor companies, independent distributors, e-commerce platforms, and retail outlets. The raw sampling data consists of actual, transacted terminal retail prices from these points over the past 24 hours, aiming to provide objective, scientific, and fully traceable data on the market prices of well-known baijiu. Following the official iMoutai platform's launch of Feitian Moutai at 1499 yuan per bottle on New Year's Day (adjusted to 1539 yuan per bottle on March 31) and Premium Moutai at 2299 yuan per bottle on January 9 (adjusted to 2359 yuan per bottle on May 16), the gravitational influence of this new sales channel on the terminal retail average prices of these two products has gradually become apparent. The daily liquor prices published by "Liquor Price Insider" adhere to a calculation rule weighted by actual transaction volume, and we have incorporated verifiable prices from this channel into the computation of the terminal retail prices for these two products.
In other important baijiu industry news, Luzhou Laojiao held its 2025 annual shareholders' meeting yesterday afternoon in Luzhou. Management stated that the baijiu industry has entered a new phase of long-term structural transformation, with the traditional consumption model relying heavily on corporate group purchases having completely ended. Market demand has fully shifted towards individual, autonomous daily consumption. Management noted that current industry destocking remains a core challenge, anticipating that the sector will enter a normalized inventory reduction cycle. The next 3 to 5 years are expected to reshape entirely new consumption patterns and industry development logic. Regarding market strategy, Luzhou Laojiao management indicated that perceptions like "Guojiao 1573 won't sell without a price cut" are being disproven, as the product maintains good sales momentum without price reductions. Controlling supply to support prices is described as a strategic choice for the company's long-term development. Short-term market fluctuations are not a reliable indicator of its value, and the company's long-term competitiveness is expected to be gradually realized over the next 3 to 5 years.
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