SHANGHAI, Jan 11, 2026, 03:48 GMT+8 — Market closed
- Kweichow Moutai A-shares ended the session up 0.48%, closing at 1,419.10 yuan.
- iMoutai launched additional online allocations, and a 2,299-yuan premium bottle sold out swiftly.
- Qunyi Securities (Hong Kong) lowered its target price to 1,525 yuan but maintained a hold rating.
Kweichow Moutai Co., Ltd.’s Class A shares (600519.SS) closed Friday 0.48% higher at 1,419.10 yuan, maintaining the baijiu giant’s presence on traders’ radars heading into the weekend. 1
That’s crucial now, since investors rely on iMoutai — the company’s direct-to-consumer sales app — as a real-time gauge of supply, pricing, and demand ahead of the Spring Festival gifting season. With Moutai, even minor tweaks in bottle allocation can quickly send ripples through the market.
China’s stock market capped the week with a solid gain as the Shanghai Composite climbed 0.92% to 4,120.43, marking its best level since 2015. On Friday, Beijing unveiled a stimulus package targeting domestic demand, reigniting interest in consumer stocks. 2
On iMoutai, the 53% alcohol “Jingpin” Moutai in a 500-ml bottle, priced at 2,299 yuan, sold out fast on its debut day, Jiemian News reported. Starting Saturday, the platform will also offer a 1-litre Feitian Moutai and a 100-ml gift set. The 1-litre bottle is limited to six per user each day. 3
Analyst Gu Xiangjun at Qunyi Securities (Hong Kong), featured in Securities Star, lowered his target price for Moutai to 1,525 yuan while maintaining a hold rating. He pointed out that 2026 is set to be a pivotal year for the company’s market-oriented reforms. Gu also anticipates larger direct-sales allocations leading up to the holiday season to support a stable first-quarter showing. 4
Moutai edged ahead of its rivals. Wuliangye Yibin shares closed up 0.22% at 107.14 yuan, while Luzhou Laojiao ticked 0.23% higher to 116.86 yuan. 5
Moutai’s shares fluctuated between 1,416.01 and 1,428.60 yuan on Friday, staying far from its 52-week peak of 1,657.99 yuan, according to market data. 6
Yet, upping online allocations has its risks. While it can stabilize prices and broaden availability, it might also dampen the resale market and pressure distributors—especially when demand for premium banquet and gifting options stalls.
Traders will closely monitor if consumer demand remains steady following Friday’s domestic-demand data and whether iMoutai continues to ramp up supply ahead of the holiday.
Upcoming key dates include the Lunar New Year on Feb. 17 and the company’s annual report for 2025, set to drop on April 17. 7
