Data collected over the past 24 hours indicates that the average retail prices for major Chinese baijiu products experienced a slight overall decrease on March 15. If one bottle of each major product were bundled for sale, the total price would be 10,572 yuan today, down 5 yuan from the previous day. Market trading activity remained generally steady, with retail prices continuing to fluctuate within a narrow range.
Most baijiu products saw price declines today. Among the gainers, Wuliangye普五八代 led with an increase of 6 yuan per bottle, reflecting higher channel quotes. Premium Moutai rose by 4 yuan per bottle, while Wuliangye 1618 saw a modest increase of 3 yuan per bottle. On the decline side, Qinghualang decreased by 8 yuan per bottle, with its retail quotes softening. Feitian Moutai dropped by 4 yuan per bottle, Qinghua Fen 20 fell by 2 yuan per bottle, and Gujiao 1573, Yanghe Dream Blue M6+, and Gujing Gongjiu Gu 20 each declined slightly by 1 yuan per bottle. Prices for Xijiu Junpin and Crystal Jiannanchun remained unchanged from the previous period.
The daily pricing data is sourced from approximately 200 collection points distributed across major regions nationwide, including but not limited to designated distributors, independent dealers, e-commerce platforms, and retail outlets. The raw sample data consists of actual retail transaction prices processed at these points over the last 24 hours, aiming to provide objective, scientific, and fully traceable data on the market prices of well-known baijiu products. Since the official i-Moutai platform began selling Feitian Moutai at 1,499 yuan per bottle and Premium Moutai at 2,299 yuan per bottle, the new channel's influence on the average retail prices of these two products has gradually become apparent. The daily pricing follows a calculation rule weighted by actual transaction volume, and verifiable prices have been incorporated into the computation of Feitian Moutai and Premium Moutai retail prices.
In significant industry news, U.S. investment bank Goldman Sachs recently issued a research report on China's baijiu sector, reiterating its "buy" rating for Kweichow Moutai Co.,Ltd. The report stated that the company, leveraging its brand strength, channel management, and stable finances, is positioned to be a core winner in the industry's new cycle. It noted that post-holiday fluctuations in Feitian Moutai's wholesale prices were in line with expectations, while prices for non-standard products remained stable. The launch of Feitian Moutai on the i-Moutai platform has helped curb price bubbles, promoting a return to consumption-driven attributes. Moutai is expected to lead the industry's recovery during the downturn and increase its market share. During the 2026 Spring Festival, i-Moutai attracted over 14 million online users, with monthly active users exceeding 10 million in both January and February, indicating significantly enhanced user loyalty. Within its consumer ecosystem, the core demographic is the 31-40 age group, with users aged 25 to 50 accounting for over 80% of the total, and consumption scenarios becoming increasingly diverse. As of the end of February 2026, Moutai had spent 801 million yuan repurchasing 572,500 shares, providing support for its stock price. Goldman Sachs forecasts a compound annual growth rate of 3% for both revenue and net profit from 2025 to 2027, believing that the company's brand moat and the effectiveness of channel reforms will help it navigate industry cycles and lead the recovery of the high-end baijiu segment.
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