黄酒“一哥”古越龙山叫停高端系列线上销售

Core Viewpoint - Gu Yue Long Shan, a leading Huangjiu producer, has decided to halt online sales of its high-end products to stabilize prices and enhance confidence among distributors and consumers [1][2]. Group 1: Company Actions - The company issued a notice to distributors, prohibiting online sales of four specific high-end products, effective immediately [1]. - Distributors are required to remove these products from online platforms by the end of May, with strict penalties for non-compliance [1][5]. - The decision aims to regulate the product sequence between online and offline sales channels [1][5]. Group 2: Market Context - Gu Yue Long Shan's high-end products are priced between 100 to 600 yuan per bottle, with significant price discrepancies observed on e-commerce platforms [2]. - The company faces challenges from price undercutting by some online sellers, which disrupts the market pricing system [2][3]. - The trend of controlling online sales to maintain pricing integrity has been adopted by several other liquor companies since 2024 [3]. Group 3: Financial Performance - In 2024, Gu Yue Long Shan reported revenues of 1.398 billion yuan from mid-to-high-end wines, a 12.47% increase, while ordinary wines generated 507 million yuan, up 5.10% [4]. - Despite revenue growth, the company experienced a decline in gross margins for both mid-to-high-end and ordinary wines [4]. - The company aims to enhance its high-end product offerings to improve overall profitability and maintain its leading position in the Huangjiu market [4].