# Retail channels

Moutai’s Price Rollercoaster: Scarcity Spurs Volatility as China’s Baijiu Market Splits

Feitian Moutai is experiencing renewed scarcity and sharp price moves ahead of China’s spring festival, even as other premium baijiu brands show relative price stability. Online sales at promotional prices are heavily contested but have not significantly displaced offline demand, and producers are shifting to non‑price promotions to stimulate consumption.