Data gathered over the past 24 hours indicates that on September 18th, terminal retail prices for China's 12 major baijiu products showed five increases, five decreases, and two stable readings. While the number of gainers and losers was evenly matched, the cumulative decline on the downside was more pronounced.
On the winning side, Premium Moutai rose 2 yuan to 2,465 yuan, staging a modest rebound that approaches its monthly high. Wuliangye Yibin Co.,Ltd.'s Classic Eighth Generation inched up 1 yuan to 802 yuan, pausing for consolidation near the 800 yuan level. Guojiao 1573 climbed 1 yuan to 877 yuan, posting a second consecutive gain as it continues its gradual recovery from lower levels. Yanghe Dream Blue M6+ advanced 2 yuan to 608 yuan, exhibiting short-term elevated volatility. Xijiu Junpin added 1 yuan to 636 yuan, rising for a second straight session with a slowly ascending price center.
On the losing side, Feitian Moutai slipped 2 yuan to 1,796 yuan, although it remains near its 30-day peak. Qinghua Fen 20 dropped 4 yuan to 393 yuan, extending a three-day losing streak as it continues to pull back. Gujing Gong 20 fell 6 yuan to 524 yuan, posting two consecutive declines and retreating into its recent 30-day low range. Qinghua Lang weakened 5 yuan to 678 yuan, sliding for a third straight day and breaking below the 680 yuan threshold. Shuijing Jiannanchun lost 1 yuan to 407 yuan, reversing its modest uptick from the previous day.
Among the stable products, Wuliangye 1618 maintained its terminal retail average at 829 yuan, with recent price movement narrowing and showing steady performance. Moutai 1935 held at 684 yuan, remaining stable for two consecutive days within its 30-day high range.
The combined terminal retail value of all 12 major products declined again today. If one bottle of each product were packaged and sold together, the total price would be 10,699 yuan, down 11 yuan from yesterday, slipping below the 10,700 yuan integer mark. Accumulated gains among advancing products totaled 7 yuan, while cumulative losses among declining products reached 18 yuan, underscoring the ongoing divergence in price dynamics.
Daily data is sourced from approximately 200 collection points distributed across all major regions nationwide, including designated distributors, social distributors, e-commerce platforms, and retail outlets. Raw samples reflect actual terminal retail transaction prices processed at each location over the preceding 24 hours, aiming to provide an objective, scientific, and fully traceable dataset on baijiu market pricing. With the official i-Moutai platform commencing sales of 500ml Feitian Moutai at 1,499 yuan per bottle on New Year's Day (adjusted to 1,539 yuan on March 31st and further to 1,639 yuan on July 18th), and Premium Moutai at 2,299 yuan per bottle starting January 9th (raised to 2,359 yuan on May 16th), this new sales channel's magnetic influence on the terminal retail averages of both products is becoming increasingly evident. Daily pricing follows a trading-volume-weighted calculation rule, with verifiable prices incorporated into the terminal retail figures for these two products.
On notable industry developments, multiple media outlets reported on September 17th that Moutai's self-operated stores have implemented new purchase restrictions for 500ml Feitian Moutai: individuals are limited to 1 case per day and 5 cases annually, while enterprises face caps of 5 cases daily and 50 cases per year. Current pricing at self-operated stores lists 500ml Feitian Moutai at 1,766 yuan per bottle, Wuxing Moutai at 1,756 yuan, 1L Feitian at 3,291 yuan, Bingwu Horse Year at 1,951 yuan, Premium Moutai at 2,410 yuan, and 15-Year Aged Moutai at 4,279 yuan.
Baijiu industry analyst Xiao Zhuqing commented that this move fundamentally reflects Moutai's "online + offline" channel integration strategy, where online platforms like i-Moutai focus on efficiency and reach, while offline self-operated stores emphasize conversion and service. Combined with the mid-autumn peak season, the simultaneous implementation of quantity limits, purchase caps, and spot inventory management indicates Moutai's channel and sales rhythm control directed at end consumers, rather than being a mere promotional exercise.