Maotai ‘Double Festival’ Market Survey: Steady Progress in Sales, Real Consumption Strengthens Market Foundation

Author: He Yao The combination of the Mid-Autumn Festival and National Day creates the most important consumption window of the year for the Baijiu market. Compared to previous years, this year’s ‘Double Festival’ reveals a new sense of order in the midst of an ‘off-season boom’. Feitian Maotai remains the top choice for high-end gifts, while Maotai 1935 and other series of liquors maintain their market share in banquet settings, showing stronger sales resilience driven by rational consumption. Terminals in various regions have reported that Feitian Maotai prices are stable, transactions are smooth, and channel inventory is at a healthy level. Industry professionals generally believe that this is a correction towards a return to the essence of consumption. Of special note is the Maotai liquor autumn market research conducted in 16 provinces and regions, which shows that since September, terminal sales have increased by about 1 times compared to the previous month, with a year-on-year growth exceeding 20%.