The Chinese baijiu industry is currently in a phase of adjustment, yet the buzz surrounding Feitian Moutai remains intense. During the recent "Double 11" shopping festival, the prominent "1499 yuan" price tag for this iconic liquor frequently went viral online, capturing significant market attention. However, an authoritative investigation by Xinhua Net reveals that this advertised price does not reflect the actual market reality. While prices have seen some softening, the genuine terminal price across major regional markets consistently hovers around 2000 yuan per bottle.

The widely promoted 1499 yuan price point is primarily a marketing strategy employed by e-commerce platforms. An in-depth look shows this attractive offer comes with stringent conditions, such as requiring consumers to form shopping groups or participate in highly competitive timed flash sales, typically with strict purchase limits. An experienced e-commerce operator disclosed that this tactic is essentially a tool for driving customer traffic to the platforms, acknowledging that the regular selling price online remains firmly above 1800 yuan. Data from Sina Finance's liquor price index and a consumer research group in the Greater Bay Area corroborates this, showing average retail prices ranging from approximately 1835 to 1978 yuan per bottle.

Field investigations across multiple Chinese cities confirm the resilience of Feitian Moutai's market price. In Beijing, reports indicate prices generally sit between 1900 and 2400 yuan, with specific quotes from merchants in districts like Tongzhou and Xicheng falling within this band. Similar price stability is observed in the Northeast and Guangdong markets, where a combination of seasonal demand and year-end procurement activities is bolstering sales volume and supporting price levels. Feedback from distributors, including one from Nanjing, suggests that many are operating with very low or even depleted inventory, a factor that minimizes the potential for significant near-term price reductions.

This price stability underscores Moutai's relative resilience within the adjusting baijiu sector. Reports indicate a noticeable recovery in sales momentum since August, coupled with a substantial 50% year-on-year decrease in distributor inventory, pointing towards healthy market dynamics. The underlying support is attributed to genuine consumer demand, currently amplified by the dual drivers of seasonal festivities and year-end purchasing.

Concurrently, Kweichow Moutai is actively implementing strategies to reinforce market stability. These include optimizing supply and demand planning, accelerating the development of regional warehouse networks—including new facilities in Henan and Guangzhou—and promoting experiential marketing in key markets. These corporate actions aim to enhance distribution efficiency, stimulate consumption potential, and maintain a healthy channel ecosystem.

Industry analysts emphasize the importance of clear price information for maintaining market order. They contend that managing consumer price expectations is crucial for Moutai's future sales stability and price equilibrium. Furthermore, experts note that the ongoing industry consolidation is favoring strong, dominant brands like Moutai, which possess the resilience to navigate market fluctuations. The future trajectory of the sector is seen as shifting from pure volume growth towards an emphasis on quality and value, a transition pivotal for its long-term, high-quality development.