Data collected over the past 24 hours by Sina Finance's "Liquor Price Index" indicates that the average retail prices of major Chinese baijiu products showed a general upward trend on March 7. If one bottle of each major product were bundled together for sale, the total price today would be 10,645 yuan, an increase of 35 yuan compared to the previous day. Market sentiment has improved, with the overall price level experiencing a moderate rise.
Most major baijiu products recorded price increases today. Among the gainers, Xijiu Junpin led the advance, rising by 11 yuan per bottle for a third consecutive day of gains, indicating a clear upward shift in its price level. Qinghualang increased by 9 yuan per bottle, with relatively active market trading. Gujiao 1573 rose by 7 yuan per bottle. Wuliangye普五八代 and Wuliangye 1618 both increased by 4 yuan per bottle, with their quoted prices rising steadily in tandem. Feitian Moutai edged up by 3 yuan per bottle, showing a slight recovery in channel prices. Qinghua Fen 20 increased by 2 yuan per bottle. Gujing Gongjin Gu 20 and Crystal Jiannanchun both saw modest gains of 1 yuan per bottle. On the downside, Yanghe Dream Blue M6+ led the decliners, falling by 6 yuan per bottle compared to the previous day. Premium Moutai experienced a slight decrease of 2 yuan per bottle, with its price maintaining a narrow range of fluctuations at a high level.
The daily data for the "Liquor Price Index" is sourced from approximately 200 collection points reasonably distributed across major regions of the country. These points include, but are not limited to, designated distributors of liquor companies, independent distributors, e-commerce platforms, and retail outlets. The raw sample data consists of actual final retail transaction prices processed at each point over the past 24 hours, aiming to provide the public with objective, authentic, scientific, and fully traceable data regarding the market prices of renowned baijiu products. Since the official iMoutai platform began selling Feitian Moutai at 1,499 yuan per bottle around New Year's Day and Premium Moutai at 2,299 yuan per bottle starting January 9, the gravitational influence of this new sales channel on the average retail prices of these two products in the market has gradually become apparent. The daily liquor prices published by the "Liquor Price Index" follow a calculation rule weighted by actual transaction volume. The methodology has gradually incorporated verifiable transaction prices into the calculation of the final retail prices for Feitian Moutai and Premium Moutai.
In other significant baijiu industry news, Soochow Securities recently released a research report suggesting that Kweichow Moutai Co.,Ltd.'s marketing reforms over the past two decades have generally exhibited a pattern of "crisis periods forcing channel diversification, and prosperous periods strengthening direct sales control." Since 2024, the company's marketing reform focus has shifted from perfecting channel construction to restructuring its marketing approach around the consumer. This is being achieved by building a pyramid-shaped product matrix, establishing a dynamic "market-driven" pricing mechanism, and creating a diverse, flat, "forest-like" channel ecosystem to further reinforce the brand's premium positioning and promote stable market sales. The company's adjustment direction for 2026 is pragmatic and its strategy is clear, which is conducive to tapping into private demand. The market-driven price system helps prevent speculation and is beneficial for establishing a stable sales base. Regarding profit forecasts and investment recommendations, Soochow Securities has made minor adjustments to its net profit attributable to shareholders forecasts for Kweichow Moutai Co.,Ltd. for 2025-2027, now projecting 90.1 billion yuan, 90.1 billion yuan, and 94.0 billion yuan, respectively, representing year-on-year growth rates of 4.5%, 0.0%, and 4.3%. The firm maintains a "Buy" rating on the stock.
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