Data collected over the past 24 hours shows the average terminal retail price for major Chinese baijiu products experienced a mild overall decline on June 18th. If one bottle of each major product were bundled for sale, the total price today would be 9,907 yuan, marking a decrease of 18 yuan from the previous day. This represents the third consecutive day of decline, reaching the lowest point in four days. With the exception of Feitian Moutai and Qinghua Lang, which saw price increases, all other varieties experienced a drop, indicating a noticeable cooling in terminal market sentiment compared to the previous period.
Market Performance Overview
Of the 11 major baijiu products tracked, two rose and nine fell. Among the gainers, Qinghua Lang led with an increase of 9 yuan per bottle, recording its largest single-day gain in nearly a month. It has risen for two consecutive days, reaching its highest level in nearly a month. Feitian Moutai saw a modest increase of 2 yuan per bottle. On the downside, Wuliangye Pu Wu (8th Generation) led the declines, dropping 7 yuan per bottle, which is its largest single-day fall in nearly a month, pushing its price back below 810 yuan. National Cellar 1573 fell by 5 yuan per bottle, declining for three straight days to its second-lowest price in nearly a month. Premium Moutai decreased by 4 yuan per bottle, also sliding to its second-lowest level in nearly a month. Both Qinghua Fen 20 and Gujing Gong Gu 20 dropped by 3 yuan per bottle, with the former falling for three consecutive days to its lowest price in nearly a month. Wuliangye 1618, Yanghe Dream Blue M6+, and Xijiu Junpin each declined by 2 yuan per bottle. Crystal Jiannanchun saw a slight decrease of 1 yuan per bottle, matching its lowest price record since the beginning of June.
Data Methodology
The daily pricing data is sourced from approximately 200 collection points reasonably distributed across major regions nationwide. These points include, but are not limited to, official distributors designated by distilleries, independent distributors, e-commerce platforms, and retail outlets. The raw sample 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 brands. Following the official launch of the iMoutai platform, which began selling Feitian Moutai at 1,499 yuan per bottle (adjusted to 1,539 yuan on March 31) and Premium Moutai at 2,299 yuan per bottle (adjusted to 2,359 yuan on May 16), the gravitational pull of this new sales channel on the average terminal retail prices of these two products has gradually become apparent. The daily published prices follow a calculation rule weighted by actual transaction volume, and verifiable prices from this new channel have been incorporated into the calculations for these products' terminal retail averages.
Industry News Update
In other significant baijiu industry news, the launch ceremony for the 2026 "China Moutai · Pillars of the Nation" public welfare plan was held yesterday at the Moutai Institute. Wang Li, Deputy Party Secretary and General Manager of Kweichow Moutai Co., Ltd., stated in her speech that the enduring vitality of a public welfare brand lies in fostering a sustainable ecosystem with widespread and continuous participation. Wang Li pointed out that Kweichow Moutai Co., Ltd. will uphold the "China Moutai · Pillars of the Nation" public welfare brand, focusing on the four dimensions of "Heaven, Earth, Humanity, and Culture" and the four public welfare sectors of "Following Heaven and Protecting Earth, Cultivating Virtue for Shared Prosperity, Respecting People and Benefiting Society, and Understanding Principles and Reflecting on Origins." The company aims to standardize and operate the "China Moutai · Pillars of the Nation" public welfare brand effectively in collaboration with suppliers, distributors, Moutai enthusiasts, and other stakeholders, gathering more positive forces for ecological and environmental protection, rural revitalization, public welfare education, and cultural preservation. Wang Li also noted that public welfare is not the effort of one person or the work of a single day. Kweichow Moutai Co., Ltd. looks forward to working with more sectors of society to build a more sustainable public welfare ecosystem and gather more streams of goodwill and warmth.
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