Data collected over the past 24 hours indicates that the average terminal retail price for major premium baijiu products experienced a slight overall decline on April 4th. If one bottle of each major product were bundled for sale, the total price would be 9,965 yuan today, a decrease of 19 yuan from the previous day. Following a significant rise yesterday, the market displayed divergent trends today, with the price center shifting slightly downward, indicating clear characteristics of a high-level adjustment.
Among the 11 major baijiu products tracked today, three increased in price, seven decreased, and one remained stable. Leading the gains, Xijiu Junpin rose by 7 yuan per bottle. Qinghualang increased by 5 yuan per bottle, marking its third consecutive day of gains. Wuliangye 1618 saw a minor increase of 1 yuan per bottle. On the decline, Yanghe Dream Blue M6+ led the decreases, dropping by 13 yuan per bottle, with notable price adjustments observed in some central Chinese markets. Premium Moutai fell by 7 yuan per bottle, after having repeatedly hit monthly highs during a sustained upward trend. Feitian Moutai, Guojiao 1573, and Gujing Gongjiu Gu 20 each decreased by 3 yuan per bottle. Qinghua Fen 20 was down by 2 yuan per bottle, while Crystal Jiannanchun experienced a slight decline of 1 yuan per bottle. The price of Wuliangye普五八代 remained unchanged from the previous day.
The daily data is sourced from approximately 200 collection points reasonably distributed across major regions of the country. These points include, but are not limited to, 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 renowned baijiu brands. Since the official iMoutai platform began sales of Feitian Moutai at 1,499 yuan per bottle on New Year's Day (adjusted upward to 1,539 yuan per bottle early on the 31st), and started sales of Premium Moutai at 2,299 yuan per bottle on January 9th, the gravitational influence of this new channel on the average terminal retail prices of these two products has gradually become apparent. The daily prices released follow a calculation rule weighted by actual transaction volume, and verifiable prices from this platform have been incorporated into the calculations for these two products.
In other significant industry news, it was reported on the 3rd that the iMoutai platform adjusted the purchase rules for Feitian 53% vol 500ml Kweichow Moutai on April 2nd. The rule was changed from allowing multiple purchase attempts per day to "one attempt per person per day," regardless of the quantity purchased in a single order. Multiple consumers confirmed the new rule is in effect, with the system deducting the purchase attempt upon order confirmation. This marks the second adjustment to the purchase rules this year, following a change in early January, during which the purchase limit was reduced from 12 bottles to 6 bottles. The platform has not yet issued an official statement regarding this latest rule change. Industry insiders suggest this move may help increase the success rate for ordinary consumers and facilitate more precise product distribution to genuine end-users. Previously, on March 30th, Kweichow Moutai announced a price increase for its Feitian Moutai product, viewed as a significant step in advancing its market-oriented reforms and digital marketing strategy.
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