Data collected over the past 24 hours shows that the average terminal retail prices of major Chinese baijiu products experienced overall narrow fluctuations on May 13th. If one bottle of each major product were packaged and sold together, the total price today would be 9,951 yuan, a slight decrease of 3 yuan from yesterday, marking the third consecutive day above the 9,950 yuan level. The market continued its high-level consolidation today, with stable terminal trading sentiment and significant divergence in the price movements of core products.
Among the 11 major baijiu products today, five increased, three decreased, and three remained unchanged, with gainers holding the advantage but showing relatively moderate increases. On the rise, Feitian Moutai, Wuliangye Pu Wu Eighth Generation, Gujiao 1573, and Qinghua Lang each increased by 2 yuan per bottle, showing a synchronized minor recovery. Specifically, Feitian Moutai recorded its second consecutive daily gain, Pu Wu matched its highest price in nearly a month, Gujiao 1573 achieved its fourth consecutive daily increase, quickly rebounding to the second-highest level this month, and Qinghua Lang has shown a generally slow upward trend in its price midpoint over the past half-month. Yanghe Mengzhilan M6+ increased by 1 yuan per bottle, rising to the second-highest level this month. On the decline, Gu20 led the losses, dropping by 6 yuan per bottle, ending its consecutive upward trend; Xijiu Junpin decreased by 5 yuan per bottle, hitting a new low for nearly a month; Wuliangye 1618 fell by 1 yuan per bottle. The prices of Jingpin Moutai, Qinghua Fen 20, and Shuijing Jiannanchun remained unchanged from the previous day.
The daily data is sourced from approximately 200 collection points reasonably distributed across major regions nationwide, including but not limited to designated distributors, independent distributors, e-commerce platforms, and retail outlets. The raw sampling data consists of actual terminal retail transaction prices handled by each point over the past 24 hours, aiming to provide objective, scientific, and fully traceable data on the market prices of renowned baijiu products. With the official i-Moutai platform beginning sales of Feitian Moutai at 1,499 yuan per bottle (adjusted to 1,539 yuan per bottle on March 31) and Jingpin Moutai at 2,299 yuan per bottle starting January 9th, 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 follow a calculation rule weighted by actual transaction volume, and the verifiable prices from this platform have been incorporated into the calculation of the terminal retail prices for these two products.
In other significant baijiu industry news, Yanghe Co., Ltd. held its 2025 performance briefing yesterday. Chairman and President Gu Yu and Vice President Chen Jun responded to market concerns, including channel reforms. Regarding volume control and price stabilization, Gu Yu stated that the company is pursuing a dual strategy of "controlling total volume and boosting sell-through," strengthening inventory reduction to promote stable and rising price levels. Chen Jun added that the company's current channel inventory is relatively healthy and in line with expectations. In 2026, based on dynamic inventory balance, the company will strengthen sell-through, stabilize price levels, deepen core consumer operations, and firmly consolidate market share. Addressing questions about optimizing the distributor network and responding to criticisms of some distributors being "unambitious," Yanghe executives noted that the company has conducted multiple sessions of the "Yang Second Generation" Dream Evergreen Training Camp to cultivate successors for established merchants. Simultaneously, it has enhanced training for factory personnel, strengthened manufacturer-distributor collaboration, and supported the long-term healthy operation of distributors. Furthermore, the company has established an Integrated Media Operations Department to bolster brand promotion and consumer operations. Regarding digital empowerment, Gu Yu introduced that the company has built an AI marketing assistant, implemented scenarios like intelligent forms and intelligent data querying, and upgraded its customer service system to improve service efficiency and customer satisfaction.
Comments