The latest data indicates that the average terminal retail prices for major premium Chinese baijiu products experienced another overall decline on July 12. If one bottle of each key product were bundled for sale, the total price today would be 9,858 yuan, a decrease of 7 yuan from the previous day. This ends a two-day streak of minor gains and marks the lowest total price in the past 14 days. While Fenjiu Qinghua 20 and Guojiao 1573 both reached their highest price levels in nearly a month, premium Moutai, Wuliangye 1618, and Yanghe Dream Blue M6+ all hit their lowest prices in the same period. The market continues to show significant price divergence among core products, with overall sentiment at the retail level cooling slightly compared to the previous period, maintaining a pattern of low-level price volatility.
Key Price Movements
Of the 11 major baijiu products tracked, five increased in price while six declined, with the number of losers and the magnitude of their falls holding the advantage. On the upside, Fenjiu Qinghua 20 led gains, rising 6 yuan per bottle, matching its largest single-day increase in nearly a month and reaching a new one-month high. Wuliangye Pu Wu Eighth Generation rose by 2 yuan per bottle. Feitian Moutai, Guojiao 1573, and Shuijing Jiannanchun each saw modest increases of 1 yuan per bottle. Notably, Feitian Moutai recovered slightly from the multi-month low recorded the day before, while Guojiao 1573 also reached a one-month high. On the downside, Yanghe Dream Blue M6+ and Gujing Gongjiu Gu20 led the declines, each falling 5 yuan per bottle. The former hit a near one-month low, and the latter gave back all of its gains from the previous day. Premium Moutai dropped 3 yuan per bottle, declining for a second consecutive day. Wuliangye 1618 and Fenjiu Qinghualang each fell 2 yuan per bottle, with the former declining for two straight days to another one-month low. Xijiu Junpin saw a slight decrease of 1 yuan per bottle.
Data Methodology and Market Context
The daily price data is sourced from approximately 200 collection points distributed across major regions in China. These points include authorized distributors, independent dealers, e-commerce platforms, and retail outlets. The raw data consists of actual, transacted terminal retail prices from these points over the past 24 hours, aiming to provide objective, scientific, and fully traceable market price information. The influence of new official sales channels is becoming increasingly apparent. Following the launch of Feitian Moutai at 1,499 yuan per bottle on the official i-Moutai platform at the start of the year (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), their gravitational pull on average retail prices is gradually materializing. The daily published prices are calculated using a volume-weighted methodology, incorporating confirmed transaction prices into the terminal retail price calculations for these products.
Industry News
In significant industry news, the Kweichow Moutai Co.,Ltd. Sauce-Flavor Baijiu Marketing Company held its 2026 half-year marketing work conference on Thursday at the Moutai Conference Center. The meeting comprehensively reviewed the company's operational performance for the first half of the year and outlined tasks for the second half. 2026 marks the inaugural year for the Sauce-Flavor Baijiu Company's deep push into market-oriented transformation. In the first half, the company focused on a "consumer-centric, market demand-driven" approach, steadily advancing volume-price coordination, business model transformation, and internal development, successfully completing its set operational tasks. Chen Hua, Party Secretary and Chairman of the Moutai Group, stated at the meeting that efforts must be made to shift the focus of market work to the front lines, proactively expand the market, strengthen terminal networks, and optimize services. The goal is to achieve a fundamental transformation from "selling the product" to "building the market." He emphasized continuous advancement in market-oriented transformation for the sauce-flavor series baijiu across three areas: competing in market transformation, strengthening systemic support, and gathering driving force. In the second half of the year, the Sauce-Flavor Baijiu Company will focus on sustained efforts in five key areas: product, price, channel, brand, and organization, to drive the market-oriented transformation to a deeper breakthrough.
Comments