Kweichow Moutai Co.,Ltd. reclaimed its spotlight in the market as its stock price surged, briefly reaching 1,559.89 yuan per share during the morning session on February 5. By the time of writing, the stock was trading at 1,554.68 yuan per share, marking a gain of over 17% in the past six trading days.

Simultaneously, with the Spring Festival approaching, sales of Moutai products remain highly active. On the same morning, numerous users reported that the iMoutai platform had crashed again, preventing them from participating in the flash sale for Moutai products. Although the iMoutai app could be logged into normally, the page for purchasing Moutai remained stuck loading. By approximately 9:30 AM, when the page returned to normal, it displayed a "sold out" message.

It is worth noting that on February 1, multiple users also reported crashes on the iMoutai platform.

Following a brief period of adjustment, Moutai prices rose again this week. According to current liquor price data, a 500ml bottle of 2026 Feitian Moutai in its original case is priced at 1,660 yuan, while a single bottle is priced at 1,610 yuan.

Prices in the secondary market have also continued to climb. In one social media group, resellers were offering 1,580 yuan per bottle for Feitian Moutai purchased via iMoutai on Monday, which increased to 1,600 yuan on Tuesday and further to 1,640 yuan on Wednesday. The same reseller also offered manual purchasing services for an additional fee: 100 yuan per bottle for Horse-Year Moutai, 150 yuan for the gift box version, and 100 yuan for Feitian Moutai, all reflecting increases compared to previous rates.

Additionally, many sellers on platforms such as Xianyu are reselling Moutai bottles purchased through the platform, with current prices ranging from approximately 1,580 yuan to 1,720 yuan per bottle. This represents a premium of around 200 yuan over the official retail price of 1,499 yuan.

Latest data from iMoutai shows that in January of this year, the platform gained 6.28 million new users, with monthly active users surpassing 15.31 million. Transaction orders exceeded 2.12 million, and 1.45 million consumers successfully purchased their desired products. Among these, orders for the 500ml 53% vol Feitian Moutai accounted for over 1.43 million transactions, representing nearly 70% of total orders.