Moutai price increase triggers a chain reaction: e-commerce platforms and distributors adjust prices overnight, with third-party wholesale prices collectively rising

Ask AI · How will Kweichow Moutai’s market-oriented reforms affect this price adjustment?

21st Century Business Herald reporter Xiao Xia

On the evening of March 30, Kweichow Moutai announced that the 2026 53-degree 500ml Feitian Moutai dealer contract price and the retail prices in its self-operated system were both raised, and the market responded quickly.

On the daytime of March 31, a reporter from 21st Century Business Herald learned from a Moutai liquor dealer in a province/city in western China that, starting on the 31st, the Feitian Moutai price in the dealer channel had also clearly increased.

An authorized Moutai official dealer specialty store told 21st Century Business Herald’s reporter early on the 31st that, the 2026 Feitian Moutai has also already been repriced, and there is a certain premium on top of Moutai’s self-operated system retail price. The sales staff said that prices will continue to rise, and suggested that buying now is more cost-effective.

The Feitian Moutai sold by online e-commerce platforms had already adjusted prices overnight on the evening of the 30th.

A 21st Century Business Herald reporter noticed on the evening of the 30th that after the Moutai announcement, on JD.com’s platform, the reservation page for the 53-degree 500ml Feitian Moutai showed that the retail price had been raised to 1,539 yuan. This is Feitian Moutai sold by Moutai’s direct-supply e-commerce. Previously, it had long been sold at a “guidance price” of 1,499 yuan, unchanged for years. Now, under Moutai’s new market-oriented reform policy, the retail price of Feitian Moutai will “track the market and adjust dynamically.”

After Moutai officially announced the price increase, quotation prices on third-party liquor pricing platforms also rose collectively.

A 21st Century Business Herald reporter noted that the quotes for loose bottles of Feitian Moutai in 26 were generally above 1,600 yuan per bottle, and quotes for full cases were generally above 1,700 yuan per bottle. On platforms such as Yimao Shijia, Bailong Jiujia, Today Liquor Price, and Bu’er Jiang, the loose-bottle quotes rose by 35 yuan, 50 yuan, 85 yuan, and 90 yuan, respectively, overnight.

A liquor merchant in Yubei District, Chongqing, told the reporter on the afternoon of the 31st that, “Now when you obtain inventory you have to adjust your stock. For an original case, one bottle is above 1,800 yuan. ‘Once the news came out last night, the in-circulation quotes rose by this morning.’”

This round of market-oriented reforms by Moutai has driven strong sales. Led by direct-sale channels, but social channels have also benefited from Feitian Moutai’s hot sales and likewise gained a lot.

Taking JD.com as an example, 21st Century Business Herald learned that, due to strong consumer demand for Moutai products, from January to date this year, JD.com Supermarket’s Moutai sales revenue has increased by more than 50% year over year. In the first quarter of this year, JD.com Supermarket’s total liquor sales revenue grew by more than 25% year over year.

On March 31, Kweichow Moutai’s stock price rose by 2.11%, closing at 1,450 yuan, and its market value rebounded to 1.82 trillion yuan.