Recently, the price of Feitian Maotai liquor has once again dropped, with the unit prices of two specifications of Feitian Maotai decreased by 290 yuan and 355 yuan respectively from the beginning of this year. Customers have been negotiating prices directly with distributors at stores, causing anxiety among the distributors.
According to a report by “Chao News,” a subsidiary of the Qianjiang newspaper group, on June 17, 2025, on June 16, the wholesale reference price for a bottle of Feitian Maotai was 1930 yuan per bottle, and the wholesale price for a full box had dropped to 1960 yuan per bottle, both down by 30 yuan from the previous day. Compared to the beginning of the year, the unit prices of the two specifications of Feitian Maotai have decreased by 290 yuan and 355 yuan respectively.
Xiao Wang, a shop assistant at a tobacco and liquor store in Hangzhou, revealed, “The price of Maotai fluctuates online every day. Today, a customer told me that a 2-bottle pack of Feitian Maotai is being sold for only 3650 yuan! The price for a 25-year-aged bottle of Feitian Maotai is 1825 yuan, how can it be sold at this price? The cost price for us is even higher!”
Xiao Wang mentioned that recently many consumers have been coming in with screenshots of discounted prices on e-commerce platforms on their phones, bargaining for lower prices. He said, “The prices are like a roller coaster now, we have to adjust the selling prices almost every day. Yesterday, the aged bottle price dropped by 15 yuan, and today the price of a full box dropped by 10 yuan.”
In that shop, the price of a 25-year-aged bottle is 2035 yuan each, and the full box price is 2065 yuan.
A distributor surnamed Ma told the media, “This is the deepest adjustment in recent years for the Maotai Feitian series. The transaction price for a bottled Maotai has almost reached 1930 yuan, but it has become ‘price with no market’ because consumers are more inclined to wait for further price reductions.”
Ma, the distributor, expressed that the distributor community is feeling anxious. “To prevent further losses, some distributors have started to sell off goods at lower prices. Once this behavior triggers a chain reaction, it is highly likely to lead to a cycle of ‘price decline – sell-off – further price decline,’ exacerbating market risks,” he said.
The price drop has directly affected the capital market. On June 16, the stock price of Guizhou Maotai opened low, with the lowest point reaching 1401.18 yuan per share during the trading session, closing at 1422.29 yuan per share. This marked a monthly decline of 12% from 1600 yuan per share on May 16, with a market value evaporating over 250 billion yuan. The decline far exceeds the performance of the Shanghai Composite Index during the same period.
As of the close of A-shares on June 17, the Maotai stock price was reported at 1427.00 per share, with a total market capitalization of 1.79 trillion yuan.