Data collected by Sina Finance's "Liquor Price Report" over the past 24 hours indicates that the average terminal retail prices of ten major single products in the Chinese baijiu market continued to adjust divergently on January 10th, with the overall price probing new lows. If one bottle of each of the ten major products were bundled for sale, the total price today would be 8,979 yuan, a decrease of 19 yuan from the previous day, setting a new low since the inception of the Liquor Price Report. The market continues its weak pattern, with the overall price center persistently shifting downward.
The market today exhibited a pattern of divergent adjustment, with prices for the ten major products showing six declines, three increases, and one holding steady. Among the declining products, Gujiao 1573 led the retreat with a drop of 12 yuan per bottle. Premium Moutai's price decreased by 9 yuan per bottle, following its initial listing on the iMoutai platform yesterday at a price of 2,299 yuan per bottle. Wuliangye普五八代 and Gujing贡古20 saw their prices fall by 6 yuan per bottle each. Qinghua Fen 20 and Yanghe Dream Blue M6+ experienced minor declines of 1 yuan per bottle each. On the rising side, Qinghualang's price bucked the trend, strengthening with an increase of 11 yuan per bottle, leading the market's gains. Feitian Moutai's price rose by 4 yuan per bottle. Crystal Jiannanchun's price saw a slight increase of 1 yuan per bottle. The price of Xijiu Junpin remained unchanged from the previous day. Despite some brands attempting a rebound, the overall market remains dominated by downward pressure.
The daily data for the "Liquor Price Report" is sourced from approximately 200 collection points reasonably distributed across major regions of the country, 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 transacted terminal retail prices handled by each point over the past 24 hours, striving to provide the public with objective, authentic, scientific, and fully traceable data regarding the market prices of famous baijiu. With the official iMoutai platform beginning sales of Feitian Moutai at 1,499 yuan per bottle around New Year's Day and starting sales of Premium Moutai on January 9th, the magnetic influence of this newly established channel on the average terminal retail prices of these two products has already begun or is about to become apparent. The liquor prices published daily by the "Liquor Price Report" follow calculation rules weighted by actual transaction volume, and efforts are underway to gradually incorporate quantifiable transaction prices into the calculation of the terminal retail prices for Feitian Moutai and Premium Moutai.
In significant news for the baijiu industry, on January 9th, coinciding with the ninth full day since the 53% vol 500ml Feitian Moutai liquor was listed on iMoutai, the 2026 National Moutai Distributors Association Fellowship Meeting, themed "Adhering to Consumer-Centricity, Deepening Market-Oriented Transformation," was held in Wuhan. Chen Hua, Party Committee Secretary and Chairman of Moutai Group, attended the meeting and delivered a speech. Addressing concerns about channel reform, Chen Hua stated that the fundamental purpose of iMoutai is to resolve issues of reach and efficiency, and to clarify the true boundaries of consumption. Under the three principles of preventing speculation, matching supply and demand, and maintaining market stability, iMoutai dynamically allocates products, allowing them to reach consumers directly, which helps establish a healthy channel ecosystem. Data shows that by the ninth day after the listing of the 53% vol 500ml Feitian Moutai liquor on iMoutai, the platform had gained over 2.7 million new users and witnessed transactions from over 400,000 users. The successful operation of iMoutai can promote the construction of an integrated online and offline channel ecosystem. Regarding the next steps for advancing the market-oriented transformation of Moutai's marketing, the meeting outlined clear objectives and specific paths: achieve product marketization, ensuring each product finds its rightful place and reconstructing the "pyramid" structure; and achieve channel marketization, persistently centering everything on the consumer, shifting focus from channels to serving consumers.
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