E-commerce Feitian Moutai subsidy price reported at 1449 yuan, breaking below the 1499 yuan official price

Recently, the wholesale price of Moutai has been steadily declining, and the prices on e-commerce platforms have dropped again. On March 12, Jiemian News checked platforms like Taobao and Pinduoduo and found that the post-subsidy price of Feitian Moutai 53° 500ml was 1,449 yuan per bottle.

Jiemian News discovered on Pinduoduo that customers can directly place an order for two bottles of Feitian Moutai 53° 500ml without joining a group purchase; the platform also promises free home delivery, no self-pickup needed. Data from the platform shows that Pinduoduo subsidized 3.955 million bottles of Feitian Moutai 53° 500ml.

On the same day, Jiemian News found on the third-party platform “Today’s Wine Prices” that the wholesale price of 2026 Feitian Moutai 53° 500ml in original cartons slightly increased to 1,585 yuan per bottle, up 15 yuan from the previous day, but it has significantly fallen from the pre-holiday price, which approached 1,800 yuan before the Spring Festival. The bulk price of 2026 Feitian Moutai 53° 500ml in loose bottles also rose slightly to 1,560 yuan per bottle, up 15 yuan from yesterday.

A reporter checked Guizhou Moutai’s official e-commerce platform “iMoutai,” where the 2026 Feitian Moutai 53° 500ml is still priced at 1,499 yuan, available for purchase daily at 9:00 AM, with a limit of 6 bottles per person per day; it sold out on that day. Additionally, the vintage wines from 2019 to 2024 are also sold out, with sales occurring on the 9th, 19th, and 29th of each month at 9:00 AM.

Data from the Dewu App shows that since late January, the price of Feitian Moutai 53° 500ml has been rising, with an average transaction price of 1,739 yuan per bottle on the 30th, reaching a high of 1,813 yuan on January 31. The average transaction price before the Spring Festival was about 1,789 yuan per bottle, after which it began to decline. On March 12, Jiemian News checked the platform, and the data showed an average transaction price of 1,714 yuan per bottle for Feitian Moutai 53° 500ml.

According to Yicai, some liquor merchants said that the price decline of Moutai is mainly related to the off-season after the holiday, and that “iMoutai” has stabilized shipments at 1,499 yuan, influenced by market regulation of supply and demand.

Starting January 1, 2026, Moutai is selling Feitian Moutai directly at the official price of 1,499 yuan on “iMoutai.” On the evening of February 2, “iMoutai” announced its January performance report: over 15.31 million monthly active users, with more than 1.45 million buyers, and over 2.12 million transactions, including more than 1.43 million orders for Feitian 53% vol 500ml Guizhou Moutai.

As a result, Guizhou Moutai’s stock price rose for three consecutive days, and on February 5, its total market value re-crossed the 2 trillion yuan mark for the first time in over eight months.

In 2026, Guizhou Moutai plans to implement market-oriented reforms. On the evening of January 13, the company announced that the board approved the “2026 Guizhou Moutai Market-Oriented Operation Plan,” which makes adjustments in product system, operational model, channel layout, and pricing mechanism.

At the spring 2026 sales meeting of Guizhou Moutai Liquor Co., Ltd. held on March 2, Moutai officially established “market-oriented transformation” as the core theme for 2026. Chen Hua, Party Secretary and Chairman of Moutai Group, stated clearly that market-oriented reform is not a temporary measure but a necessary choice for Moutai to adapt to the external economic environment and industry development trends, and a key path toward becoming a Fortune 500 company.

On the evening of March 8, “iMoutai” announced that it added Guiyang Moutai Liquor Sales Co., Ltd. as a central warehouse delivery service store. Depending on the Moutai products purchased through the app, sales and delivery will be provided by Renhuai Huachi Liquor Co., Ltd. or Guiyang Moutai Liquor Sales Co., Ltd., both of which are official Moutai self-operated stores.

Independent liquor analyst Xiao Zhuqing said that the core of Guizhou Moutai’s “market-oriented reform” is to gain proactive control over market regulation, mainly by influencing supply and demand to affect market prices (essentially pricing power). He believes Moutai’s move aims to find a path through cyclical markets in a highly saturated environment. This market reform aims to balance multiple objectives during development, shifting Moutai from “channel dominance” to “consumer sovereignty.”

CICC’s research report pointed out that signals of bottoming out for Feitian Moutai prices are becoming clearer, and the expectation that leading brands will steadily cross cycles is likely to strengthen. The company’s volume increase before the Spring Festival was a response to genuine demand and laid the foundation for annual volume and price regulation. Currently, the wholesale price of Feitian Moutai hovers around 1,500 yuan, which has gradually become a consensus range among manufacturers, channels, and consumers. As sales volume increases and price resilience persists, the bottom of Moutai prices is becoming clearer.