On January 5, 2026, the wholesale price of Feitian Maotai (53% alcohol, 500ml) continued to fall to 1490 yuan (RMB), which once again was lower than the official guidance price of Guizhou Maotai Liquor Co., Ltd. (Guizhou Maotai).
According to data from a third-party Chinese liquor price information platform, on January 4, the price of Feitian Maotai in individual bottles was 1490 yuan per bottle, a decrease of 5 yuan from the previous day. This indicates that once again, the selling price on e-commerce platforms was below the official guidance price of 1499 yuan per bottle set by Guizhou Maotai (the guided retail price in the market).
This marks the fourth consecutive day of price decline, with a drop of 60 yuan since December 31, 2025.
As the wholesale price falls, the retail price is also correspondingly decreasing. Data from the third-party platform shows that on January 4, the average terminal retail price of Feitian Maotai in the past 24 hours was 1780 yuan per bottle, a decrease of 4 yuan. It has been on a downward trend for 9 consecutive days, with a cumulative decline of 23.59%. In the first 4 days of 2026, the decline has reached 15.49%.
In the retail market, Guizhou Maotai Liquor Co., Ltd.’s stock price has been continuously declining for 4 trading days. According to a report by “21st Century Business Herald” on January 4, during the 10 trading days from December 18 to 31, the stock price of Guizhou Maotai fell on 8 trading days.
Guizhou Maotai is a benchmark enterprise in the Chinese liquor industry and a barometer of the Chinese liquor market. However, amidst the overall downward trend in the Chinese liquor market, Guizhou Maotai is also facing challenges.
At the beginning of 2025, the wholesale price of Feitian Maotai was around 2320 yuan per bottle. By December of the same year, it had dropped to 1499 yuan. During that time, several food stores on the e-commerce platform Pinduoduo simultaneously launched group-buying activities for Feitian Maotai at a price of 1399 yuan per bottle for a group of 3, with the notice of “48-hour delivery, no gift bags, ten times compensation for fake products, limited to 1 purchase per person.”
Looking back at the entire year of 2025, as of the closing on December 31, Guizhou Maotai was trading at 1377.18 yuan per share, with a daily decline of 0.90%. Data from the information provider Wind shows that in 2025, the stock price of Guizhou Maotai accumulated a decline of 6.29%.
Facing a sluggish capital market and declining stock prices, Guizhou Maotai released a notice on the evening of January 4 titled “Announcement on the First Repurchase of Company Shares and Progress of Repurchase,” stating, “On December 31, 2025, the company repurchased 87,059 shares through centralized bidding trading for the first time, accounting for 0.0070% of the total share capital of the company. The highest purchase price was 1385.76 yuan per share, the lowest was 1377.22 yuan per share, and the total amount paid was 120,102,993.09 yuan (excluding transaction fees).”
Public records show that this is the second round of share repurchase since Guizhou Maotai went public. From January to August 2025, Guizhou Maotai repurchased 3.9276 million shares, amounting to nearly 6 billion yuan.