搜狐财经从白酒经销商处获悉，2019年-2022年，水晶剑的二批价从380元/瓶逐渐涨至420元/瓶；市场价从430元/瓶到如今的450元/瓶。目前52度500ml售价509元，这相当于1499元飞天茅台市场指导价的三分之一。在京东官方旗舰店中，水晶剑依然是核心大单品，其相关产品占到了销售商品的一半。

据剑南春公布的数据，2020年全系列产品销售额为150亿元，其中水晶剑销售额近130亿，占比86%以上。然而，即便如此，它们也面临着利润低的问题。“水晶sword sales situation is still good, but the profit is low, always 30 yuan, dealers don't love to sell it, but without this wine it won't do,” said a white liquor comprehensive dealer named Li.

The sword has been rising in price several times in recent years. The latest increase was on March 1st last year when the retail price of 52-degree water crystal rose from 489 yuan to 519 yuan per bottle. However, the actual transaction price at the terminal market varies widely. In some supermarkets and convenience stores, it can be sold for as low as 480-490 yuan per bottle.

Sword South Spring's flagship store on JD.com sells water crystal for 479 yuan per bottle. On Taobao Mall Flagship Store, there are discounts and promotions such as buying two bottles getting a free gift of one liter of Sword South Spring or buying one bottle getting a free gift of half a liter of gold silk bamboo juice.

In terms of high-end products, although Sword South Spring has launched some new products with prices ranging from 888 yuan to 1350 yuan each product category does not account for much volume in the market; most are still selling at around 450-460 yuan per bottle at terminals.

According to data released by China Food Industry Association in "Development Status and Trends of Famous White Liquor Brands in China" published in September last year (2019), among all Chinese famous white liquor brands listed first three places were held by Flying Horse Mao Tai (Mao Tai), Five Grain Liquor (Five Grain) and Sword South Spring respectively.