Nan Fang Du Shi Bao·2025-12-30 06:41Core Viewpoint - The Chinese liquor industry is showing signs of recovery as the peak sales seasons approach, with notable price increases for premium brands like Moutai and Wuliangye observed in late December 2023 [2][3][10]. Price Recovery - The average market price of Moutai (500ml/53 degrees) in the Southwest region rose to 1967.4 RMB per bottle on December 30, 2023, an increase of 42 RMB per bottle compared to December 12, 2023 [3]. - Wuliangye's average market price also increased, reaching 895.92 RMB per bottle, up over 32.5 RMB from December 12, 2023 [7][10]. Industry Strategies - Guizhou Moutai has implemented a volume control policy to alleviate financial pressure on distributors, halting product distribution until January 1, 2026, to prevent panic selling [5]. - The company aims to stabilize the market by balancing product supply and demand, moving away from a distribution model to reduce pressure on agents [5][6]. Market Dynamics - The recent increase in sales volume for Wuliangye is attributed to a rise in corporate orders as the year-end approaches, with expectations for further acceleration in sales as the Spring Festival nears [7][10]. - The industry is undergoing a strategic shift towards long-term profitability rather than short-term gains, as emphasized by Moutai's management during recent distributor meetings [5][9]. Consumer Trends - The liquor market is entering a phase characterized by rational consumer behavior, with a focus on product value and cultural significance, as noted by industry leaders [12]. - The overall sentiment in the industry remains optimistic regarding long-term growth potential, despite current adjustments, with confidence in the market's recovery as consumer preferences evolve [12].