The price of Feitian Moutai self-operated stores has been raised again, with the terminal price now reaching 1760 yuan per bottle.

According to reports, the retail price of Feitian Moutai at its self-operated stores has risen to 1,753 yuan per bottle, after being adjusted to 1,719 yuan per bottle at the end of July. Some distributors have indicated that the current terminal price of Feitian Moutai has now reached 1,760 yuan per bottle. This marks the second independent price increase by Moutai's self-operated stores this year. At the end of July, reporters learned from Moutai's self-operated stores that the retail price of Feitian Moutai was adjusted to 1,719 yuan per bottle. It is worth mentioning that, unlike the previous price increase for Feitian Moutai, three other productsthe Wuxing, the Classic Year of the Horse Zodiac Edition, and the Boutique Moutaialso saw price increases, raised to 1,743 yuan per bottle, 1,951 yuan per bottle, and 2,410 yuan per bottle, respectively. After canceling the distribution model in the self-operated system, Moutai's self-operating system now consists of offline self-operated stores and the iMoutai platform, selling all products of Guizhou Moutai liquor, focusing on both B-end and C-end consumer groups. Currently, the two major channels implement two different pricing structures, resulting in an online and offline "dual-price system." Industry insiders believe the core goal of this series of measures is to gain pricing control. With the emergence of "iMoutai," pricing control has shifted from distributors and scalpers back to the manufacturer. The company can adjust the shipping rhythm between traditional channels and iMoutai based on real-time dynamics, squeezing out the gray market while preserving reasonable profits for social channels.