In recent news from Epoch Times on August 16, 2026, it was reported that the self-operated system of Maotai in Guizhou increased the price of Feitian Maotai for the second time in half a month, but the benefits of the two price adjustments were not passed on to distributors. Some distributors indicated that their stores mainly rely on repeat purchases from loyal customers for basic operations.
In late July, Guizhou Maotai raised the retail price of 500ml Feitian Maotai at self-operated stores to 1719 yuan per bottle. On August 8, the retail price of Feitian Maotai at Guizhou Maotai’s self-operated stores increased by another 34 yuan, adjusted to 1753 yuan per bottle.
Other Maotai products that also saw price increases included Wuxing Maotai raised to 1743 yuan per bottle, Classic Year of the Horse Zodiac Edition increased to 1951 yuan per bottle, and Premium Maotai raised to 2410 yuan per bottle.
After the price adjustment to 1753 yuan per bottle for Feitian Maotai at self-operated stores, the retail price at self-operated stores was 114 yuan higher than Maotai’s online iMaotai platform.
According to market norms, after Maotai raises prices, distributors are expected to increase retail prices accordingly. However, this time Maotai distributors did not enjoy the benefits of the price hike. On the contrary, their profit margins were continuously squeezed.
Analysis by Zhongfang Net on August 14 pointed out that according to market conventions, when product retail prices increase, channel distributors should profit more. However, reality is not as simple. With the increase in self-operated prices, the procurement costs of distributors also rise in tandem, and the terminal retail price follows suit, without a corresponding increase in the profit margin.
Some distributors have stated that the actual income from a single bottle of Feitian Maotai has become quite limited. The overall profit margin for full cases of products is also at a relatively low level. Sales mainly rely on golden holidays, while on regular days, stores depend on repeat purchases from loyal customers for basic operations, as the days of simply making a profit by reselling products at a higher price are gone.
This recent trend in price adjustments by Maotai has raised concerns among distributors as they navigate the changing dynamics of the market. The challenges presented by the price increases coupled with the stagnant profit margins have put pressure on distributors to adapt their strategies to maintain their businesses effectively. The evolving landscape of the Maotai market poses significant challenges for both the producers and distributors alike.