The latest data from the Daily Liquor Price Index indicates a significant rebound in the average terminal retail prices for major Chinese baijiu products on June 29, following a recent low. If one bottle of each major product were bundled for sale, the total price today would be 9,876 yuan, marking a substantial increase of 22 yuan from yesterday. This rise ends the previous day's decline and represents the highest level in nearly six days. Xijiu Junpin and Fenjiu Blue and White 20 have matched their highest price records for the month, while Feitian Moutai, Wuliangye Puwu Eighth Generation, and Wuliangye 1618 are at their lowest monthly levels. The coexistence of high and low-priced items underscores the continued significant divergence in the performance of core products. Although sentiment at the retail end shows marginal improvement, the overall price structure remains in a pattern of low-level volatility.
Among the 11 major baijiu products today, seven rose, three fell, and one remained flat, giving a clear advantage to the gainers. On the upside, Fenjiu Blue and White Lang led the gains, rising 9 yuan per bottle, matching its largest single-day increase in nearly a month and climbing back above the 700 yuan threshold. Gujinggong Gu 20 rose by 7 yuan per bottle. Premium Moutai and Guojiao 1573 both increased by 6 yuan per bottle; the former regained ground above the 2,400 yuan mark, while the latter extended its gains for a second consecutive day, reaching the second-highest level in nearly a month. Xijiu Junpin rose by 5 yuan per bottle, equaling its highest price record in nearly a month. Fenjiu Blue and White 20 increased by 2 yuan per bottle, also matching its highest price record for the month. Crystal Jiannanchun saw a modest increase of 1 yuan per bottle, recovering slightly from the near-month low set the previous day, though it remains at the second-lowest level for the period.
On the downside, Wuliangye Puwu Eighth Generation and Wuliangye 1618 led the declines, both falling by 6 yuan per bottle. The former has completely erased its previous rebound gains, matching its lowest level since February 2nd of this year, while the latter declined for a second consecutive day, continuing to set a new low for the past month. Feitian Moutai dropped by 2 yuan per bottle. The price of Yanghe Dream Blue M6+ remained unchanged from the previous day.
The Daily Liquor Price Index data is sourced daily from approximately 200 collection points reasonably distributed across major regions nationwide. These points include, but are not limited to, designated distributors, independent distributors, e-commerce platforms, and retail outlets. The raw sample data consists of actual transaction prices at the retail terminal handled by these points over the past 24 hours, aiming to provide objective, scientific, and fully traceable data on the market prices of well-known baijiu brands. Following the official launch of sales for Feitian Moutai at 1,499 yuan per bottle (adjusted to 1,539 yuan on March 31) and Premium Moutai at 2,299 yuan per bottle (adjusted to 2,359 yuan on May 16) on the iMoutai platform at the start of the year, the gravitational influence of this new sales channel on the average terminal retail prices of these two products has gradually become apparent. The daily prices published in the index follow a calculation rule weighted by actual transaction volume, and verifiable prices from this channel have been incorporated into the calculations for these two products.
Key Industry Developments
In other important baijiu industry news, Gujinggong held its 2025 Annual General Meeting of Shareholders in Bozhou on the morning of June 26. At the meeting, Chairman Liang Jinhui stated that while the baijiu industry is indeed facing pressure, the fundamental demand and logic for baijiu remain unchanged. He noted that Gujinggong has adopted the strategy of "deepening roots, growing upward, meticulous cultivation, and steadfast perseverance" this year. This is both a slogan and a strategic approach; facing external changes, the company must respond with precision internally to ensure safety and success in the current competitive cycle. Regarding industry cycles, Liang Jinhui argued that the narrative suggesting "young people don't drink baijiu, leading to a generational break in the consumer base" requires deeper analysis. While consumer drinking habits and scenarios are changing, the fundamental attributes and logic of baijiu as a base spirit remain unaltered. At this stage, the industry must guard against the dual tendencies of excessive conservatism and blind expansion. Companies need to navigate the cycle through more precise and effective market positioning and structural adjustments. The long-term positive fundamentals of the baijiu industry have not changed, nor has its inherent ability to weather economic cycles.
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