“618大战”酒企躺枪：飞天茅台低至1998元，郝鸿峰预言半数经销商面临生死考验，专家呼吁打破传统分销思维

Core Viewpoint - The ongoing "618 War" in e-commerce has significantly impacted the pricing and sales strategies of traditional liquor distributors, particularly for premium brands like Moutai, with online prices dropping below wholesale levels [1][3][6]. E-commerce Competition - JD.com and Meituan have initiated aggressive pricing strategies for premium liquor, with Moutai priced at 1998 RMB on Meituan and 1990 RMB on Pinduoduo, both below the wholesale price of 2130 RMB [2][3]. - The competition has led to a situation where traditional distributors are struggling to maintain margins, with some describing their situation as "naked running" due to the transparency and aggressive pricing of e-commerce platforms [2][6]. Impact on Traditional Distributors - Traditional liquor distributors are facing severe challenges, with predictions that at least 50% may not survive due to the aggressive pricing strategies of e-commerce platforms [6][7]. - The industry is experiencing a significant shift, with many distributors needing to adapt to the new e-commerce landscape or risk obsolescence [9][12]. Consumer Behavior - The low prices during the "618 War" have attracted consumers, with reports of individuals purchasing multiple bottles to take advantage of the deals [4][5]. - Consumers are increasingly favoring online platforms for their convenience and pricing, which may lead to a long-term shift in purchasing habits [11][12]. Industry Response - Experts suggest that the liquor industry must view e-commerce as a long-term strategy rather than a short-term channel, advocating for a shift in mindset towards integrating e-commerce into core business strategies [9][12]. - The industry is also seeing a call for collaboration between traditional and online sales channels to optimize market reach and consumer engagement [11][12].