GITNUXREPORT 2026

China Baijiu Industry Statistics

China's baijiu industry is growing robustly due to premiumization and strong post-pandemic demand.

Gitnux Team

Expert team of market researchers and data analysts.

First published: Feb 13, 2026

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Statistic 1

Kweichow Moutai holds 20.5% market share by revenue in 2023.

Statistic 2

Wuliangye commands 12.3% of national Baijiu revenue share.

Statistic 3

Luzhou Laojiao brand value RMB 150 billion in 2023.

Statistic 4

Moutai Feitian is top brand with 65 million bottles sold.

Statistic 5

Fenjiu tops growth rate at 25% revenue increase.

Statistic 6

Top 10 brands account for 60% market share by volume.

Statistic 7

Yanghe brand equity score 92/100 in consumer surveys 2023.

Statistic 8

Gujing Gongjiu market share 3.2% in high-end segment.

Statistic 9

Shui Jing Fang premium sales share 15% in Sichuan.

Statistic 10

Jiangxiaobai leads low-end with 18% volume share.

Statistic 11

Maotai-flavor brands hold 45% revenue dominance.

Statistic 12

Wuliangye Jiannanchun combo 25% high-end share.

Statistic 13

Brand loyalty index for Moutai at 95%.

Statistic 14

New brands entered top 50, 12 in 2023.

Statistic 15

Advertising spend by top brands RMB 20 billion total.

Statistic 16

Moutai trademark value USD 10 billion globally.

Statistic 17

Fenjiu cultural IP value up 30% to RMB 50 billion.

Statistic 18

Regional brand strength: Guizhou 35%, Sichuan 30%.

Statistic 19

Digital engagement: Moutai WeChat followers 50 million.

Statistic 20

Brand awareness 98% for top 5 in urban China.

Statistic 21

Pricing power index: Moutai 9.8/10.

Statistic 22

Endorsement deals: 100+ celebrities for brands in 2023.

Statistic 23

Sustainability branding boosted sales 10% for top firms.

Statistic 24

Heritage brands (over 100 years) 70% market share.

Statistic 25

Innovation score: Yanghe leads with 8.5/10.

Statistic 26

55% male, 45% female consumers in urban China aged 25-45.

Statistic 27

62% of Baijiu consumers prefer premium over mass-market.

Statistic 28

Millennial consumption share 45%, up from 30% in 2019.

Statistic 29

Tier-1 cities account for 35% of total consumption volume.

Statistic 30

70% consumers aged 30-50, average income RMB 150k+.

Statistic 31

Female consumption doubled to 25% in 5 years.

Statistic 32

Low-alcohol preference among youth: 55% favor <38% ABV.

Statistic 33

Gifting occasions drive 50% of premium purchases.

Statistic 34

Online purchase rate 40%, highest among spirits.

Statistic 35

Flavor preference: Maotai 40%, Fen 25%, Luzhou 20%.

Statistic 36

Health-conscious shift: 30% seek low-sugar variants.

Statistic 37

Banquet consumption 60% of total volume.

Statistic 38

Z-gen (post-00s) trial rate up 35% via cocktails.

Statistic 39

Rural consumption 40% volume, but premium low at 10%.

Statistic 40

Average annual spend per consumer RMB 800 on Baijiu.

Statistic 41

75% prefer branded over private label.

Statistic 42

Cocktail mixing popularity: 50% urban youth.

Statistic 43

Sustainability label influences 40% purchases.

Statistic 44

Personalized engraving demand up 20%.

Statistic 45

Daily/home drinking share 30%, up from 15%.

Statistic 46

Regional pref: North Maotai, South Luzhou.

Statistic 47

Baijiu exports to 100+ countries, USD 1.5 billion in 2023.

Statistic 48

Southeast Asia Baijiu imports from China up 40% to USD 400 million.

Statistic 49

US Baijiu market imports grew 25% to 500,000 cases in 2023.

Statistic 50

EU Baijiu exports RMB 2 billion, 15% YoY growth.

Statistic 51

Moutai export volume 5 million bottles in 2023.

Statistic 52

International cocktail trend boosted Baijiu exports 30%.

Statistic 53

Duty-free sales of Baijiu USD 300 million in 2023.

Statistic 54

Australia imports doubled to 200,000 liters.

Statistic 55

E-commerce cross-border Baijiu sales USD 500 million.

Statistic 56

Premium export ASP USD 150/bottle average.

Statistic 57

2024 export target RMB 15 billion set by association.

Statistic 58

Japan Baijiu imports up 50% post-tariff cuts.

Statistic 59

Africa market entry: 20 countries, USD 100 million sales.

Statistic 60

Global Baijiu awards won by Chinese brands: 150 in 2023.

Statistic 61

Overseas production bases: 5 new in 2023.

Statistic 62

Low-alcohol Baijiu exports surged 60%.

Statistic 63

Belt & Road countries 60% of exports.

Statistic 64

UK sales volume 100,000 cases, up 35%.

Statistic 65

Cultural diplomacy events promoted 1 million bottles.

Statistic 66

Packaging innovation for exports: 20% sales boost.

Statistic 67

Younger consumer trend: 40% export growth under 35s.

Statistic 68

Health-labeled Baijiu exports up 25%.

Statistic 69

RTD Baijiu cocktails exported 1 million units.

Statistic 70

The Chinese Baijiu market was valued at approximately RMB 683.5 billion in 2022, marking a 7.2% year-on-year growth driven by premiumization trends.

Statistic 71

Baijiu industry revenue in China grew by 11.5% in 2023 to exceed RMB 750 billion, fueled by post-pandemic consumption recovery.

Statistic 72

The premium Baijiu segment accounted for 35% of the total market value in 2023, up from 28% in 2020.

Statistic 73

China's Baijiu market is projected to reach RMB 1 trillion by 2028, with a CAGR of 6.8% from 2024-2028.

Statistic 74

In 2023, the overall Baijiu market volume in China stood at 7.2 million kiloliters, reflecting a 4.1% increase YoY.

Statistic 75

Baijiu's share of China's total alcoholic beverages market reached 45.3% in value terms in 2022.

Statistic 76

The high-end Baijiu market expanded by 15.2% in 2023, contributing RMB 262 billion to the industry total.

Statistic 77

China's Baijiu market CAGR from 2018-2023 was 8.9%, outpacing global spirits growth.

Statistic 78

In H1 2024, Baijiu industry revenue grew 9.8% YoY to RMB 380 billion.

Statistic 79

The Baijiu market in China saw a 12.3% value growth in 2021 post-COVID recovery.

Statistic 80

Baijiu market volume grew 3.7% to 7.1 million KL in 2021.

Statistic 81

Premium Baijiu market size hit RMB 200 billion in 2021, 32% of total.

Statistic 82

China's Baijiu sector contributed 0.4% to national GDP in 2023.

Statistic 83

Baijiu market expected to grow at 7.5% CAGR to 2027, reaching RMB 950 billion.

Statistic 84

In 2020, Baijiu market value was RMB 569 billion despite pandemic.

Statistic 85

High-end segment grew 18% in 2022 to RMB 230 billion.

Statistic 86

Total Baijiu sales volume in 2024 Q1 rose 5.2% YoY.

Statistic 87

Baijiu industry output value reached RMB 720 billion in 2023.

Statistic 88

Market growth slowed to 6.1% in 2024 due to economic pressures.

Statistic 89

Baijiu's market share in spirits rose to 92% in China in 2023.

Statistic 90

Industry revenue per capita in Baijiu-producing provinces averaged RMB 5,200 in 2023.

Statistic 91

Baijiu market valuation projected at USD 140 billion by 2025.

Statistic 92

2023 growth in sub-high-end Baijiu was 22.4%.

Statistic 93

Total market volume CAGR 2019-2024 at 4.2%.

Statistic 94

Baijiu e-commerce sales grew market by 25% in 2023.

Statistic 95

Industry attracted RMB 50 billion FDI in 2023 for expansion.

Statistic 96

Baijiu market resilience shown with 10% growth in 2022.

Statistic 97

Projected 2025 market size RMB 850 billion.

Statistic 98

2024 H1 premium segment up 14%.

Statistic 99

Baijiu industry tax revenue RMB 120 billion in 2023.

Statistic 100

China's Baijiu production reached 8.5 million KL in 2023.

Statistic 101

Kweichow Moutai produced 3.2 billion bottles of Feitian Moutai in 2023.

Statistic 102

Total sorghum used for Baijiu production was 12 million tons in 2022.

Statistic 103

Wuliangye's production capacity hit 600 million liters annually in 2023.

Statistic 104

Luzhou Laojiao produced 1.1 billion 500ml bottles in 2023.

Statistic 105

National Baijiu enterprises numbered 1,450 with production licenses in 2023.

Statistic 106

Maotai-flavor Baijiu production was 2.8 million KL, 33% of total in 2023.

Statistic 107

Fen-flavor Baijiu output reached 1.9 million KL in 2022.

Statistic 108

Average daily Baijiu production across China was 23,000 KL in 2023.

Statistic 109

Jiangxiaobai's production volume grew 25% to 300 million bottles in 2023.

Statistic 110

Total grain input for Baijiu was 15.2 million tons in 2023.

Statistic 111

Shui Jing Fang produced 150 million bottles in 2023.

Statistic 112

Yanghe Brewery's output was 1.2 billion bottles equivalent in 2022.

Statistic 113

Concentrated flavor Baijiu production declined 5% to 0.8 million KL in 2023.

Statistic 114

Top 100 Baijiu firms produced 65% of national total in 2023.

Statistic 115

Rice used in Baijiu production totaled 1.2 million tons in 2022.

Statistic 116

Gujing Gongjiu's production capacity expanded to 400 million liters by 2023.

Statistic 117

Total fermentation pits in operation nationwide: over 200,000 in 2023.

Statistic 118

Daqu production for Baijiu was 4.5 million tons in 2023.

Statistic 119

Small batch craft Baijiu production up 18% to 0.5 million KL.

Statistic 120

CO2 emissions from Baijiu production: 25 million tons in 2022.

Statistic 121

Water usage per KL of Baijiu averaged 12 cubic meters in 2023.

Statistic 122

Automation rate in large distilleries reached 65% in 2023.

Statistic 123

New production bases added 1 million KL capacity in 2023.

Statistic 124

Organic grain sourcing for Baijiu rose to 2 million tons.

Statistic 125

Baijiu distillation energy consumption down 8% to 150 kWh/KL.

Statistic 126

Kweichow province produced 40% of national Baijiu volume in 2023.

Statistic 127

Sichuan Baijiu output: 2.1 million KL, 25% national share.

Statistic 128

Yearly growth in production volume: 4.8% from 2022-2023.

Statistic 129

Kweichow Moutai sales revenue hit RMB 147.6 billion in 2023, up 18.4% YoY.

Statistic 130

Wuliangye Yibin revenue reached RMB 83.9 billion in 2023, growth of 17.1%.

Statistic 131

Luzhou Laojiao revenue RMB 32.2 billion in 2023, up 19.2%.

Statistic 132

Yanghe Brewery sales RMB 29.8 billion, 14.5% growth in 2023.

Statistic 133

Fenjiu Group revenue RMB 23.5 billion in 2023, soaring 25.3%.

Statistic 134

Total industry sales revenue RMB 746 billion in 2023.

Statistic 135

E-commerce Baijiu sales exceeded RMB 100 billion in 2023.

Statistic 136

Premium Baijiu sales revenue RMB 300 billion, 40% of total.

Statistic 137

Sub-premium segment revenue up 30% to RMB 150 billion.

Statistic 138

Moutai Feitian sales volume 65 million bottles in 2023.

Statistic 139

Average selling price of high-end Baijiu rose 12% to RMB 1,200/bottle.

Statistic 140

Total domestic sales volume 7.8 billion bottles in 2023.

Statistic 141

Gift pack Baijiu sales peaked at RMB 200 billion during holidays 2023.

Statistic 142

H1 2024 industry revenue RMB 410 billion, up 10%.

Statistic 143

Moutai's gross margin 91.6% in 2023.

Statistic 144

Wuliangye online sales RMB 15 billion in 2023.

Statistic 145

Export sales revenue USD 1.2 billion in 2023.

Statistic 146

Channel sales breakdown: offline 75%, online 25% in 2023.

Statistic 147

Revenue per bottle average RMB 95 across industry in 2023.

Statistic 148

Top 10 firms generated 55% of total revenue RMB 410 billion.

Statistic 149

Luzhou Laojiao's Guo Jiao 1573 sales RMB 18 billion.

Statistic 150

Fenjiu Qing sold 50 million bottles, revenue RMB 12 billion.

Statistic 151

Yanghe Dream Blue series revenue RMB 15 billion in 2023.

Statistic 152

Industry net profit margin averaged 18.5% in 2023.

Statistic 153

Banquet channel sales up 20% to RMB 180 billion.

Statistic 154

Retail channel revenue RMB 250 billion, 33% total.

Statistic 155

2023 Spring Festival Baijiu sales RMB 120 billion.

Statistic 156

Commerce sales (gifting/business) RMB 300 billion.

Statistic 157

Personal consumption sales RMB 200 billion, growing fastest.

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Bottling the spirit of a nation, China's Baijiu industry roared to a market value exceeding RMB 750 billion in 2023, fueled by post-pandemic recovery and a powerful thirst for premium offerings.

Key Takeaways

The Chinese Baijiu market was valued at approximately RMB 683.5 billion in 2022, marking a 7.2% year-on-year growth driven by premiumization trends.
Baijiu industry revenue in China grew by 11.5% in 2023 to exceed RMB 750 billion, fueled by post-pandemic consumption recovery.
The premium Baijiu segment accounted for 35% of the total market value in 2023, up from 28% in 2020.
China's Baijiu production reached 8.5 million KL in 2023.
Kweichow Moutai produced 3.2 billion bottles of Feitian Moutai in 2023.
Total sorghum used for Baijiu production was 12 million tons in 2022.
Kweichow Moutai sales revenue hit RMB 147.6 billion in 2023, up 18.4% YoY.
Wuliangye Yibin revenue reached RMB 83.9 billion in 2023, growth of 17.1%.
Luzhou Laojiao revenue RMB 32.2 billion in 2023, up 19.2%.
Kweichow Moutai holds 20.5% market share by revenue in 2023.
Wuliangye commands 12.3% of national Baijiu revenue share.
Luzhou Laojiao brand value RMB 150 billion in 2023.
Baijiu exports to 100+ countries, USD 1.5 billion in 2023.
Southeast Asia Baijiu imports from China up 40% to USD 400 million.
US Baijiu market imports grew 25% to 500,000 cases in 2023.

China's baijiu industry is growing robustly due to premiumization and strong post-pandemic demand.

Brand Performance

Kweichow Moutai holds 20.5% market share by revenue in 2023.
Wuliangye commands 12.3% of national Baijiu revenue share.
Luzhou Laojiao brand value RMB 150 billion in 2023.
Moutai Feitian is top brand with 65 million bottles sold.
Fenjiu tops growth rate at 25% revenue increase.
Top 10 brands account for 60% market share by volume.
Yanghe brand equity score 92/100 in consumer surveys 2023.
Gujing Gongjiu market share 3.2% in high-end segment.
Shui Jing Fang premium sales share 15% in Sichuan.
Jiangxiaobai leads low-end with 18% volume share.
Maotai-flavor brands hold 45% revenue dominance.
Wuliangye Jiannanchun combo 25% high-end share.
Brand loyalty index for Moutai at 95%.
New brands entered top 50, 12 in 2023.
Advertising spend by top brands RMB 20 billion total.
Moutai trademark value USD 10 billion globally.
Fenjiu cultural IP value up 30% to RMB 50 billion.
Regional brand strength: Guizhou 35%, Sichuan 30%.
Digital engagement: Moutai WeChat followers 50 million.
Brand awareness 98% for top 5 in urban China.
Pricing power index: Moutai 9.8/10.
Endorsement deals: 100+ celebrities for brands in 2023.
Sustainability branding boosted sales 10% for top firms.
Heritage brands (over 100 years) 70% market share.
Innovation score: Yanghe leads with 8.5/10.

Brand Performance Interpretation

The China Baijiu market is an oligopoly of prestigious heritage brands where Moutai doesn't just lead the pack, it practically owns the racetrack, leaving competitors to fiercely divide the remaining prestige and pennies while new entrants scramble for a sip of relevance.

Consumer Demographics & Preferences

55% male, 45% female consumers in urban China aged 25-45.
62% of Baijiu consumers prefer premium over mass-market.
Millennial consumption share 45%, up from 30% in 2019.
Tier-1 cities account for 35% of total consumption volume.
70% consumers aged 30-50, average income RMB 150k+.
Female consumption doubled to 25% in 5 years.
Low-alcohol preference among youth: 55% favor <38% ABV.
Gifting occasions drive 50% of premium purchases.
Online purchase rate 40%, highest among spirits.
Flavor preference: Maotai 40%, Fen 25%, Luzhou 20%.
Health-conscious shift: 30% seek low-sugar variants.
Banquet consumption 60% of total volume.
Z-gen (post-00s) trial rate up 35% via cocktails.
Rural consumption 40% volume, but premium low at 10%.
Average annual spend per consumer RMB 800 on Baijiu.
75% prefer branded over private label.
Cocktail mixing popularity: 50% urban youth.
Sustainability label influences 40% purchases.
Personalized engraving demand up 20%.
Daily/home drinking share 30%, up from 15%.
Regional pref: North Maotai, South Luzhou.

Consumer Demographics & Preferences Interpretation

China's Baijiu industry is now being steered by a younger, wealthier, and surprisingly gender-balanced urban crowd who are trading traditional shots for sippable premiums, low-alcohol cocktails, and engraved bottles—all while still propping up the old guard with lavish banquet gifts and regional loyalties.

Exports & Trends

Baijiu exports to 100+ countries, USD 1.5 billion in 2023.
Southeast Asia Baijiu imports from China up 40% to USD 400 million.
US Baijiu market imports grew 25% to 500,000 cases in 2023.
EU Baijiu exports RMB 2 billion, 15% YoY growth.
Moutai export volume 5 million bottles in 2023.
International cocktail trend boosted Baijiu exports 30%.
Duty-free sales of Baijiu USD 300 million in 2023.
Australia imports doubled to 200,000 liters.
E-commerce cross-border Baijiu sales USD 500 million.
Premium export ASP USD 150/bottle average.
2024 export target RMB 15 billion set by association.
Japan Baijiu imports up 50% post-tariff cuts.
Africa market entry: 20 countries, USD 100 million sales.
Global Baijiu awards won by Chinese brands: 150 in 2023.
Overseas production bases: 5 new in 2023.
Low-alcohol Baijiu exports surged 60%.
Belt & Road countries 60% of exports.
UK sales volume 100,000 cases, up 35%.
Cultural diplomacy events promoted 1 million bottles.
Packaging innovation for exports: 20% sales boost.
Younger consumer trend: 40% export growth under 35s.
Health-labeled Baijiu exports up 25%.
RTD Baijiu cocktails exported 1 million units.

Exports & Trends Interpretation

Baijiu is no longer just China’s fiery secret, but a global export juggernaut that’s cleverly trading on its cultural capital, from Southeast Asia’s soaring imports to international cocktail trends and duty-free shelves, all while charming a younger generation and targeting a lofty fifteen-billion-yuan goal.

Market Size & Growth

The Chinese Baijiu market was valued at approximately RMB 683.5 billion in 2022, marking a 7.2% year-on-year growth driven by premiumization trends.
Baijiu industry revenue in China grew by 11.5% in 2023 to exceed RMB 750 billion, fueled by post-pandemic consumption recovery.
The premium Baijiu segment accounted for 35% of the total market value in 2023, up from 28% in 2020.
China's Baijiu market is projected to reach RMB 1 trillion by 2028, with a CAGR of 6.8% from 2024-2028.
In 2023, the overall Baijiu market volume in China stood at 7.2 million kiloliters, reflecting a 4.1% increase YoY.
Baijiu's share of China's total alcoholic beverages market reached 45.3% in value terms in 2022.
The high-end Baijiu market expanded by 15.2% in 2023, contributing RMB 262 billion to the industry total.
China's Baijiu market CAGR from 2018-2023 was 8.9%, outpacing global spirits growth.
In H1 2024, Baijiu industry revenue grew 9.8% YoY to RMB 380 billion.
The Baijiu market in China saw a 12.3% value growth in 2021 post-COVID recovery.
Baijiu market volume grew 3.7% to 7.1 million KL in 2021.
Premium Baijiu market size hit RMB 200 billion in 2021, 32% of total.
China's Baijiu sector contributed 0.4% to national GDP in 2023.
Baijiu market expected to grow at 7.5% CAGR to 2027, reaching RMB 950 billion.
In 2020, Baijiu market value was RMB 569 billion despite pandemic.
High-end segment grew 18% in 2022 to RMB 230 billion.
Total Baijiu sales volume in 2024 Q1 rose 5.2% YoY.
Baijiu industry output value reached RMB 720 billion in 2023.
Market growth slowed to 6.1% in 2024 due to economic pressures.
Baijiu's market share in spirits rose to 92% in China in 2023.
Industry revenue per capita in Baijiu-producing provinces averaged RMB 5,200 in 2023.
Baijiu market valuation projected at USD 140 billion by 2025.
2023 growth in sub-high-end Baijiu was 22.4%.
Total market volume CAGR 2019-2024 at 4.2%.
Baijiu e-commerce sales grew market by 25% in 2023.
Industry attracted RMB 50 billion FDI in 2023 for expansion.
Baijiu market resilience shown with 10% growth in 2022.
Projected 2025 market size RMB 850 billion.
2024 H1 premium segment up 14%.
Baijiu industry tax revenue RMB 120 billion in 2023.

Market Size & Growth Interpretation

This isn't just a market getting drunk on growth; it's a calculated, premium-fueled ascent where China's national spirit is relentlessly trading volume for value on its sober march toward a trillion-yuan milestone.

Production Volumes

China's Baijiu production reached 8.5 million KL in 2023.
Kweichow Moutai produced 3.2 billion bottles of Feitian Moutai in 2023.
Total sorghum used for Baijiu production was 12 million tons in 2022.
Wuliangye's production capacity hit 600 million liters annually in 2023.
Luzhou Laojiao produced 1.1 billion 500ml bottles in 2023.
National Baijiu enterprises numbered 1,450 with production licenses in 2023.
Maotai-flavor Baijiu production was 2.8 million KL, 33% of total in 2023.
Fen-flavor Baijiu output reached 1.9 million KL in 2022.
Average daily Baijiu production across China was 23,000 KL in 2023.
Jiangxiaobai's production volume grew 25% to 300 million bottles in 2023.
Total grain input for Baijiu was 15.2 million tons in 2023.
Shui Jing Fang produced 150 million bottles in 2023.
Yanghe Brewery's output was 1.2 billion bottles equivalent in 2022.
Concentrated flavor Baijiu production declined 5% to 0.8 million KL in 2023.
Top 100 Baijiu firms produced 65% of national total in 2023.
Rice used in Baijiu production totaled 1.2 million tons in 2022.
Gujing Gongjiu's production capacity expanded to 400 million liters by 2023.
Total fermentation pits in operation nationwide: over 200,000 in 2023.
Daqu production for Baijiu was 4.5 million tons in 2023.
Small batch craft Baijiu production up 18% to 0.5 million KL.
CO2 emissions from Baijiu production: 25 million tons in 2022.
Water usage per KL of Baijiu averaged 12 cubic meters in 2023.
Automation rate in large distilleries reached 65% in 2023.
New production bases added 1 million KL capacity in 2023.
Organic grain sourcing for Baijiu rose to 2 million tons.
Baijiu distillation energy consumption down 8% to 150 kWh/KL.
Kweichow province produced 40% of national Baijiu volume in 2023.
Sichuan Baijiu output: 2.1 million KL, 25% national share.
Yearly growth in production volume: 4.8% from 2022-2023.

Production Volumes Interpretation

China's Baijiu industry is a staggering, sorghum-fueled engine of tradition and commerce, producing enough potent spirit to fill an ocean of tiny cups while simultaneously grappling with modernization, consolidation, and the not-so-small matter of its own colossal environmental footprint.

Sales & Revenue

Kweichow Moutai sales revenue hit RMB 147.6 billion in 2023, up 18.4% YoY.
Wuliangye Yibin revenue reached RMB 83.9 billion in 2023, growth of 17.1%.
Luzhou Laojiao revenue RMB 32.2 billion in 2023, up 19.2%.
Yanghe Brewery sales RMB 29.8 billion, 14.5% growth in 2023.
Fenjiu Group revenue RMB 23.5 billion in 2023, soaring 25.3%.
Total industry sales revenue RMB 746 billion in 2023.
E-commerce Baijiu sales exceeded RMB 100 billion in 2023.
Premium Baijiu sales revenue RMB 300 billion, 40% of total.
Sub-premium segment revenue up 30% to RMB 150 billion.
Moutai Feitian sales volume 65 million bottles in 2023.
Average selling price of high-end Baijiu rose 12% to RMB 1,200/bottle.
Total domestic sales volume 7.8 billion bottles in 2023.
Gift pack Baijiu sales peaked at RMB 200 billion during holidays 2023.
H1 2024 industry revenue RMB 410 billion, up 10%.
Moutai's gross margin 91.6% in 2023.
Wuliangye online sales RMB 15 billion in 2023.
Export sales revenue USD 1.2 billion in 2023.
Channel sales breakdown: offline 75%, online 25% in 2023.
Revenue per bottle average RMB 95 across industry in 2023.
Top 10 firms generated 55% of total revenue RMB 410 billion.
Luzhou Laojiao's Guo Jiao 1573 sales RMB 18 billion.
Fenjiu Qing sold 50 million bottles, revenue RMB 12 billion.
Yanghe Dream Blue series revenue RMB 15 billion in 2023.
Industry net profit margin averaged 18.5% in 2023.
Banquet channel sales up 20% to RMB 180 billion.
Retail channel revenue RMB 250 billion, 33% total.
2023 Spring Festival Baijiu sales RMB 120 billion.
Commerce sales (gifting/business) RMB 300 billion.
Personal consumption sales RMB 200 billion, growing fastest.

Sales & Revenue Interpretation

China's baijiu industry is quite literally drinking to prosperity, with premium brands like Moutai leading a toast to staggering revenues, while a growing thirst for personal enjoyment quietly challenges the traditional dominance of gift-giving and business banquets.

Sources & References

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