Data collected by Sina Finance's "Liquor Price Insider" over the past 24 hours shows that on October 10, the average terminal retail prices of 12 major baijiu products in China recorded four gains, four declines, and four unchanged, with an equal number of risers, fallers, and flat performers, but the cumulative decline on the losing side significantly exceeded the gains on the winning side, as the overall price floor continued to probe lower.
On the winning side, Feitian Moutai rose 1 yuan to 1,798 yuan, recovering modestly after yesterday's pullback, marking its fourth consecutive day below the 1,800 yuan threshold; Wuliangye 1618 gained 1 yuan to 830 yuan, extending its narrow oscillation and returning to the 830 yuan level; Xijiu Junpin rose 3 yuan to 636 yuan, posting a second consecutive gain and continuing its low-level recovery; Qinghualang surged 6 yuan to 688 yuan, ending a prior three-day losing streak and recouping all of yesterday's losses.
On the losing side, Qinghua Fen 20 fell 4 yuan to 399 yuan, extending a three-day decline and losing the 400 yuan round-number threshold; Yanghe Dream of Blue M6+ dropped 4 yuan to 602 yuan, declining for a seventh straight session and hitting a near-30-day low; Gujinggong Gu 20 plunged 8 yuan to 528 yuan, marking a third consecutive day of sharp adjustment with a cumulative three-day drop of 25 yuan; Crystal Jiannanchun fell 2 yuan to 412 yuan, posting a second consecutive decline and retreating rapidly from recent highs.
On the unchanged side, Jingpin Moutai held steady at 2,466 yuan, entering consolidation after yesterday's pullback; Moutai 1935 remained at 685 yuan, stabilizing temporarily after two consecutive declines; Wuliangye Puwu 8th Generation stayed at 800 yuan, continuing to defend that round-hundred threshold; Guojiao 1573 held at 875 yuan, shifting into sideways consolidation after two consecutive days of decline.
Today, the total terminal retail price of the 12 major products continued to retreat. Although gainers, losers, and unchanged products each accounted for four items, the declines were relatively prominent, and the overall price floor extended its weak trend. If one bottle of each of the 12 major products were packaged and sold together, today's total price would be 10,719 yuan, down slightly by 7 yuan from yesterday, marking a third consecutive day of decline and hitting an 18-day low.
The daily data of "Liquor Price Insider" comes from approximately 200 collection points reasonably distributed across major regions nationwide, including but not limited to liquor companies' designated distributors, social distributors, e-commerce platforms, and retail outlets. The raw sampling data consists of real transaction terminal retail prices handled at each point over the past 24 hours, striving to provide all sectors with objective, scientific, and fully traceable data on the market prices of major baijiu products.
With the official i-Moutai platform beginning sales of Feitian Moutai at 1,499 yuan per bottle around New Year's Day (raised to 1,539 yuan per bottle on March 31 and further raised to 1,639 yuan per bottle on July 18), and sales of Jingpin Moutai at 2,299 yuan per bottle starting January 9 (raised to 2,359 yuan per bottle on May 16), the magnetic influence of this new channel on the average terminal retail prices of both products has gradually emerged. The daily liquor prices published by "Liquor Price Insider" follow a calculation rule weighted by real transaction volumes, and we have incorporated quantifiable prices into the calculation of terminal retail prices for the two liquor products. [Click to enter Liquor Price Insider to view real liquor prices and search the latest and most complete database of distribution outlets for Kweichow Moutai and Wuliangye.]
In important news for the baijiu industry, the Hurun Research Institute recently officially released the "2026 Hurun China High-End Gifting Special Report," in which Kweichow Moutai was selected as a representative case of high-end gifting and regarded as a benchmark brand in the field of business gifting among high-net-worth individuals. The report shows that in high-end domestic-brand gifting scenarios, the brand position of Kweichow Moutai remains relatively solid. Hurun stated that high-net-worth individuals currently place greater emphasis on "gifting accurately and appropriately" when choosing gifts, and leading brands such as Moutai remain important choices in business interactions that can reflect thoughtfulness and taste. This selection further demonstrates the representativeness of Kweichow Moutai in high-end business gifting scenarios. [Click to enter Liquor Price Insider to view real liquor prices and search the latest and most complete database of distribution outlets for Kweichow Moutai and Wuliangye.]
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