The latest data collected by Sina Finance's "Liquor Price Insider" over the past 24 hours reveals a widespread decline in the average terminal retail prices of ten major Chinese baijiu products on January 22. If one bottle of each of the ten major products were bundled for sale, the total price today would be 8,854 yuan, a decrease of 12 yuan from the previous day. The market price has hit a new low for the fifth time in nearly two months, with the price center for premium liquors continuing to shift downward, indicating the industry's short-term adjustment trend remains unchanged.
Today's market downturn was widespread, with seven of the ten major products declining and only three rising, showing a divergence in the performance of leading liquors, with only a few individual products showing signs of stabilization or recovery. Among the decliners, Xijun Junpin led the drop, decreasing by 13 yuan per bottle compared to the previous day; Gujinggong Gu followed closely, down 9 yuan per bottle; Gujiao 1573 and Yanghe Dream Blue M6+ both fell by 4 yuan per bottle; Feitian Moutai dropped by 3 yuan per bottle, as the continued supply of iMoutai at parity prices further weakened terminal price support; Qinghua Fen 20 and Qinghualang saw smaller declines, falling by 2 yuan and 1 yuan per bottle, respectively. Among the gainers, Jingpin Moutai led the increase, rising significantly by 18 yuan per bottle, due to temporary tightening of channel supply and the release of restocking demand from some terminals; Wuliangye普五第八代 rose by 5 yuan per bottle; Crystal Jiannanchun saw a marginal increase of 1 yuan per bottle.
The daily data for "Liquor Price Insider" is sourced from approximately 200 collection points reasonably distributed across major regions nationwide, including but not limited to designated distributors of liquor companies, independent distributors, e-commerce platforms, and retail outlets. The original sample data consists of the actual transaction-based terminal retail prices processed at each point over the past 24 hours, striving to provide the public with objective, authentic, scientific, and fully traceable data on the market prices of famous baijiu. Following the official iMoutai platform's sale of Feitian Moutai at 1,499 yuan per bottle starting on New Year's Day and the sale of Jingpin Moutai at 2,299 yuan per bottle beginning January 9, the magnetic influence of this new channel on the average terminal retail prices of these two products is gradually becoming apparent. The daily liquor prices released by "Liquor Price Insider" adhere to a calculation rule weighted by actual transaction volume, and we have gradually incorporated verifiable prices into the calculation of the terminal retail prices for Feitian Moutai and Jingpin Moutai.
In significant news for the baijiu industry, the "Brand Finance Global 500 2026 Report" was released in Davos, Switzerland, on January 20, 2026, local time. Moutai's brand value reached $59.63 billion, a year-on-year increase of 2.2%, firmly securing its position as the world's leading spirits brand and serving as a core benchmark for Chinese baijiu brands going global. As a leading enterprise in China's baijiu industry, Moutai's brand value performance not only demonstrates its own industry leadership but also serves as an important reflection of the overall competitiveness of Chinese baijiu brands. A total of 68 Chinese brands made the list this year; although the number of entries decreased by one compared to last year, the total value of the listed brands increased by 9.7% year-on-year, with the average value per brand improving. Furthermore, the average Brand Strength Index of the Chinese上榜 brands reached 76.4 points, higher than the global 500 average. Moutai's outstanding performance has injected key momentum into the value enhancement of Chinese brands on the global stage, also confirming the development potential of high-quality brands within the Chinese baijiu industry.
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