On June 29, the 1-liter Feitian Maotai began online sales on the official digital marketing platform of Maotai in Guizhou. However, the market price is cheaper than the official digital marketing platform’s selling price and there is no limit to the purchase quantity. The introduction of the 1-liter Feitian Maotai for sale has led to a price inversion.
According to reports from International Finance News on June 30, a Maotai liquor store in Shanghai is selling the 1-liter Maotai at a retail price of 3,620 yuan per bottle, which is 179 yuan cheaper than the official Maotai channel and there are no purchase limits.
Market prices are now lower than the recommended retail price by the official company. It’s a situation where the market price is lower than the official suggested retail price.
Some consumers who bought the 1-liter Feitian Maotai on the online platform inquired on social media about selling it, to which they were informed that the product was only being bought back in the secondary market for about 3,200 yuan. According to third-party platform data, the wholesale price of the 1-liter Maotai is currently 3,300 yuan, all lower than the selling price on the official platform.
Feitian Maotai has different specifications in the market. The classic 500ml Feitian Maotai, which has a guide price of 1,499 yuan, has always been considered as the “hard currency” in the market.
However, the price of the 500ml Feitian Maotai has been declining this year. Since 2025, with the continuous weakening of demand in the high-end liquor market, the retail price of Feitian Maotai has shown a unilateral downward trend. On January 1, the retail and wholesale prices for individual bottles and original boxes were 2,220 yuan/bottle and 2,315 yuan/bottle, respectively. By that date, the price of individual bottles had already fallen by 440 yuan, a decrease of 19.82%, and the original box price had dropped by 20.95%, with a total fall of 485 yuan.
Especially recently, market attention has been drawn because of its price fluctuations and breaching the psychological price line. According to data from the third-party platform “Wine Price Today,” on June 11, the wholesale price of Feitian Maotai dropped to 1,990 yuan, breaking the 2,000 yuan mark for the first time this year. Two weeks later, on June 25, the wholesale price dropped below 1,800 yuan.
In response to this, a well-known financial media figure “Yongliu Business” stated on June 30 that in recent years, Maotai prices have been affected by three main factors: consumption attributes, collection attributes, and financial attributes. However, now the extent of the Maotai price retracement is synchronized with the trends in real estate, especially in first-tier cities, and the premium supported by financial attributes has collapsed.
A financial blogger and influential figure on Weibo, “Canran Yanyun,” believes that the decline in the price of Feitian Maotai is the result of a combination of consumer downgrading, policy constraints, oversupply, and diminishing financial attributes. The stability of the price depends on balancing inventory clearance with real consumption demand, and there may be continued pressure in the short term.
“Yongliu Business” further added that compared to the sliding wholesale and retail prices of Feitian Maotai in the market in June 2024, the price changes this year seem more intense. It is not ruled out that the company may proactively adjust its operating pace, control shipment volume to achieve price stability in the second half of the year.