直播，重新定义“假酒”

Core Viewpoint - The rise of counterfeit liquor in live-streaming sales has transformed the landscape of alcohol marketing, with brands facing significant challenges in protecting their intellectual property and ensuring product authenticity [1][2][11]. Industry Overview - A staggering 86.96% of alcohol companies have experienced intellectual property infringement, with trademark violations being the most prevalent at 78.26% [1]. - The live-streaming e-commerce sector has become a new growth point for alcohol companies, yet the lack of product traceability and accountability remains a critical issue [1][19]. Counterfeit Liquor Dynamics - Counterfeit liquor is being redefined in live-streaming contexts, often marketed under misleading terms such as "internal supply" or "limited edition" [2][11]. - Specific examples include a product falsely labeled as "Moutai" being sold for 299 yuan for 12 bottles, which was actually a different product from a company with multiple trademark infringement records [6][9]. Consumer Challenges - Consumers face significant difficulties in identifying genuine products, often relying solely on the host's presentation and claims [11][15]. - The complexity of the sales process in live-streaming makes it hard for consumers to determine accountability when counterfeit products are received [15][22]. Regulatory Environment - The regulatory framework is evolving, with the National Market Supervision Administration emphasizing the need for stricter enforcement against counterfeit and infringing products in the online space [17][19]. - Industry organizations are calling for a crackdown on price-cutting, counterfeit sales, and misleading advertising within the alcohol e-commerce sector [19]. Brand Responses - Major alcohol brands are increasing their anti-counterfeiting efforts, with companies like Moutai investing over 400 million yuan annually in anti-counterfeiting measures and establishing dedicated teams for market protection [19][22]. - Brands are also enhancing consumer education and urging purchases through official channels to mitigate risks associated with counterfeit products [19][22].