Data collected over the past 24 hours shows that the average terminal retail price for major premium Chinese baijiu products experienced a slight overall increase on May 25. If one bottle of each key product were bundled for sale, the total price today would be 9,942 yuan, marking a 3-yuan rise from the previous day. Prices have now been consolidating within a narrow range near recent lows for two consecutive days, with the sub-premium segment leading the gains. The market has entered a phase of sideways adjustment following a period of sustained weakness, with trading sentiment at the retail level remaining stable. However, significant divergence persists in the price movements of core products.
Among the 11 major products tracked, six advanced and five declined, giving a slight edge to the gainers. On the upside, Gujing Gong Jiu Gu 20 led the increases, rising by 6 yuan per bottle to reclaim a level above 530 yuan. Xijiu Junpin and Qinghualang both increased by 4 yuan per bottle, with the latter recovering the 700-yuan psychological threshold. Wuliangye Pu Wu Eighth Generation, Yanghe Dream Blue M6+, and Crystal Jiannanchun each rose by 1 yuan per bottle. On the downside, Guojiao 1573 saw the largest decline, dropping by 6 yuan per bottle to retreat to its second-lowest level this month. Products from the Moutai group, Feitian Moutai and Jingpin Moutai, both fell by 3 yuan per bottle. Wuliangye 1618 and Qinghua Fen 20 each declined by 1 yuan per bottle, with the latter falling to its lowest point this month, continuing a downtrend in its average price over the past month.
The daily pricing data is sourced from approximately 200 collection points distributed reasonably across major regions nationwide. 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 final retail transaction prices processed at these points over the preceding 24 hours, aiming to provide an objective, scientific, and fully traceable dataset on the market prices of renowned baijiu brands. Since the official i-Moutai platform began selling Feitian Moutai at 1,499 yuan per bottle at the start of the year (adjusted to 1,539 yuan per bottle on March 31) and Jingpin Moutai at 2,299 yuan per bottle on January 9 (adjusted to 2,359 yuan per bottle on May 16), the gravitational influence of this new sales channel on the average terminal retail prices of these two products has gradually become apparent. The daily published prices follow a calculation rule weighted by verifiable transaction volumes, and confirmed prices from this channel have been incorporated into the terminal retail price calculations for these two products.
In other significant industry news, Chen Hua, Party Committee Secretary and Chairman of Kweichow Moutai Co.,Ltd., presided over a symposium for the company's channel partners in Guangdong province, held in Jiangmen, Guangdong, on May 22. The meeting conducted an in-depth analysis of the differentiated positioning of Moutai liquor and its series products in advancing "marketization." It was noted that Moutai liquor possesses strong brand power and robust consumer demand. The focus is on advancing market-oriented reforms, addressing supply-demand alignment, maintaining relatively stable prices, ensuring consumers can purchase authentic products fairly and conveniently, and continuously enhancing service capabilities across all channels. Regarding next steps, the meeting emphasized the need to deepen marketization reforms for Moutai liquor, leverage the advantages of the i-Moutai platform to strengthen online-offline synergy, improve consumer reach and conversion efficiency, and strive to achieve supply-demand alignment and a balance between volume and price. It also stressed the importance of solidly promoting the market-oriented transformation of the series products and vigorously steering channels toward direct consumer engagement. Furthermore, the meeting highlighted the need to balance the pace and effectiveness of "marketization," manage the relationships between development and stability, efficiency and fairness, and long-term and short-term goals, always adhering to a "consumer-centric" approach and working collectively to maintain a healthy market ecosystem.
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