On September 14th, the 25-year Flying Moutai was priced as low as 1700 yuan (RMB) on various Chinese e-commerce platforms, and at the same time, the wholesale price of Moutai also hit a new low.
On that day, on the Pinduoduo platform, a store sold a set of two bottles of Flying Moutai for 3400 yuan, which makes each bottle 1700 yuan; the overseas version was priced as low as 1490 yuan per bottle; on JD.com, a store sold the “export version” Flying Moutai for 1180 yuan per bottle. However, on more e-commerce platforms, the price of Flying Moutai mostly remained above 2000 yuan.
Additionally, according to the data from the Chinese liquor market monitoring platform “Today’s Liquor Price,” on September 14th, the wholesale reference price for the 25-year Flying Moutai in single bottles was reported at 1770 yuan per bottle, a decrease of 10 yuan from the previous day, marking a new low since its listing. The price of wholesale boxed Moutai was 1790 yuan per bottle, also hitting a new low since its listing, with a decrease of over 20% from the initial price of 2255 yuan per bottle.
According to Investment Express on September 14th, after the 25-year Flying Moutai’s wholesale price fell below the “psychological line” of 2000 yuan per bottle on June 11th, its decline speed once accelerated: on June 22nd, the wholesale price dropped below 1900 yuan to 1870 yuan per bottle, and on June 25th, it fell below 1800 yuan to 1780 yuan per bottle. On June 27th, the price stabilized at 1800 yuan per bottle but fell below 1800 yuan again on August 29th.
In addition, a kilogram of Moutai (53% alcohol content/1L) was priced at 3300 yuan per bottle, hitting a new low within the year, with an 18.92% decrease from the platform’s initial price of 3700 yuan per bottle at the beginning of the year. The official guidance price for a kilogram of Moutai is 3799 yuan per bottle, with the current market price experiencing a situation of inversion. Wine industry insiders revealed that compared to the standard edition (53% alcohol content/500ml) of Moutai, the kilogram version has no significant differences other than its larger volume.
Furthermore, the price of Moutai 1935, which generated sales of 28 billion yuan from January 2022 to the end of 2024, has been declining since 2023. On JD.com, a store is selling it for 540 yuan per bottle, nearly 55% lower than the retail guidance price of 1188 yuan per bottle, and down 70% from its historical peak of 1800 yuan per bottle.
Insiders in the industry disclosed the sales situation of Moutai, stating, “Sales declined by 26% year-on-year in June, narrowed to 17% in July, hit the bottom for high-value products in July, and further narrowed to 11% in August.”