Terminal retail price data from the past 24 hours shows that among 11 major baijiu products in China, three posted gains, seven declined, and one held steady on September 8, with decliners clearly dominating both in number and magnitude.
Gains on the winning side were marginal. Feitian Moutai rose 1 yuan to 1,791 yuan, stabilizing after three consecutive sessions of declines. Premium Moutai inched up 1 yuan to 2,459 yuan, extending a modest recovery with a second straight day of gains. Qinghua Fen 20 gained 1 yuan to 391 yuan, climbing back above the 390 yuan threshold for a second consecutive rise.
On the downside, Wuliangye Yibin Co.,Ltd. (SZSE: 000858) Pu Wu Eighth Generation fell 6 yuan to 814 yuan, ending a three-day winning streak. Guojiao 1573 dropped 6 yuan to 880 yuan, breaking down after an M-shaped consolidation and revisiting the lowest level since September began. Yanghe Dream Blue M6+ decreased 5 yuan to 609 yuan, marking a third consecutive decline from its 30-day high. Gujing Gong Gu 20 slid 4 yuan to 529 yuan, extending a three-day losing streak to the weakest point of the month. Xijiu Junpin fell 3 yuan to 638 yuan, also down for three straight sessions after an earlier rally faded. Qinghua Lang declined 3 yuan to 686 yuan, with the pullback deepening and moving further from the 690 yuan level. Shuijing Fang Jiannanchun dropped 2 yuan to 409 yuan, easing slightly after two up sessions. Kweichow Moutai Co.,Ltd. (SHSE: 600519) Wuliangye 1618 held steady at 830 yuan, stabilizing after reclaiming the round-number level the prior day.
The aggregate terminal retail value of the 11 products continued to slide today, with most premium and sub-premium labels weakening and sell-side volume expanding. If one bottle of each product were bundled for sale, the total price would be 10,036 yuan, down 26 yuan from yesterday and the lowest reading in eight days. The total has declined for three consecutive sessions since hitting a recent peak on September 5, though it remains above the 10,000 yuan psychological level.
Daily pricing data is sourced from approximately 200 collection points distributed across major regions nationwide, including designated dealers, social distributors, e-commerce platforms, and retail outlets. Raw samples reflect actual transaction-based terminal retail prices over the past 24 hours, aiming to provide objective, scientific, and fully traceable market pricing for major baijiu products. Since the official iMoutai platform began selling Feitian Moutai at 1,499 yuan per bottle on New Year's Day (adjusted to 1,539 yuan on March 31 and 1,639 yuan on July 18), and Premium Moutai at 2,299 yuan per bottle on January 9 (adjusted to 2,359 yuan on May 16), the magnetic influence of this new sales channel on terminal retail prices for both products has become increasingly evident. Published prices follow volume-weighted calculation rules, incorporating verifiable transaction data into the terminal retail price metrics.
In other industry news, Fenjiu Sales Company recently launched a consumer campaign titled "With Flowers and Wine, Drunk on Mid-Autumn — Luck Opens, Raise a Glass to Reunion," running from September 3 to October 30. The promotion covers the Qinghua Fenjiu series and Laobaifenjiu series, including core products such as the upgraded 53°/42° Qinghua 20. The campaign features three tiers of QR code benefits: a first-tier bottle-opening red packet with a 99.99% win rate, a second-tier bonus red packet with a 60% win rate, and over 300,000 blessing-sharing red packets. During the campaign, consumers scanning codes on newly opened bottles can win "scan-code red packets" and "lucky red packets." From September 23-27 and October 1-7, consumers can also send blessing red packets to WeChat contacts. Fenjiu aims to boost bottle-opening rates during the Mid-Autumn and National Day peak season through QR code incentives and digital engagement, driving terminal sell-through.