Shanghai, Jan 19, 2026, 04:52 CST — Premarket
- Moutai’s sales division issued a warning to consumers about counterfeit online “enterprise” links promoting 1,499-yuan Feitian Maotai subscriptions
- Shares ended Friday down 0.5%, with key baijiu rivals also retreating
- With new margin rules kicking in and the Lunar New Year approaching, traders are on edge ahead of Monday’s open
Kweichow Moutai Co Ltd’s Shanghai-listed A-shares (600519.SS) will draw attention Monday after its sales arm warned of fake online promotions offering “enterprise” subscription links for its flagship Feitian Moutai at 1,499 yuan. The company stressed it hasn’t authorized anyone to accept these applications. Instead, provincial self-run stores are handling 2026 sales contracts with existing corporate group-buying clients via offline checks and contract signings. (Moutai China)
The notice matters now because Moutai’s tight control over distribution fuels the bull case for a stock priced like a consumer blue chip, not merely a liquor maker. Scammers abusing the brand name have thrust that control back into focus.
The timing coincides with a period when demand talk can shift fast. As the Lunar New Year approaches, investors scrutinize any signals about how the company plans to handle supply, pricing, and market access in 2026.
Moutai shares ended Friday down 0.5%, closing at 1,382 yuan. That puts its market value near 1.73 trillion yuan, based on figures from StockAnalysis.com. The stock has slipped roughly 2.6% over the last five trading days. (StockAnalysis)
Chinese stocks closed Friday in the red, the Shanghai Composite slipping 0.26% and the Shenzhen Component shedding 0.18%, according to Xinhua. (Xinhua News)
Wuliangye Yibin dropped 0.88%, while Luzhou Laojiao edged down 0.94% on Friday, data shows. Both are key rivals of Moutai in the listed spirits sector. (StockAnalysis)
Monday’s session is also clouded by a new rule boosting the minimum margin requirement for fresh leveraged stock buys from 80% to 100%, starting Jan. 19. “The surprise announcement definitely impacts market sentiment,” said Yang Tingwu, vice general manager at asset manager Tongheng Investment. Margin financing allows investors to purchase shares using borrowed funds. (Shanghai Stock Exchange)
Scam warnings tend to lose traction quickly in trading unless they affect sales or prompt regulatory action that hinders distribution. The company’s statement centered on consumer alerts and did not reveal any effect on orders or shipments. (Sina Finance)
The near-term trigger is Monday’s 9:30 a.m. China open. After that, attention turns to the lead-up to the Lunar New Year holiday on Feb. 17, where investors will look for shifts in demand, supply, or distribution tightening. (Timeanddate)
