Core Viewpoint - Major liquor companies, including Moutai and Wuliangye, are tightening control over their online sales channels due to increasing consumer complaints about counterfeit products, leading to significant reductions in authorized online stores [2][6][9]. Group 1: Channel Adjustments - Moutai's recent online store list saw the removal of approximately 24 stores and the addition of about 4 new ones, indicating a significant shift in its e-commerce strategy [2][3]. - Wuliangye also undertook a similar channel cleanup in March, reducing its online store count by 15 while adding 4 new stores [6][9]. - The online sales lists cover major platforms such as JD.com, Douyin, Tmall, WeChat Video, Kuaishou, Suning, and Vipshop, totaling over 140 stores for Moutai [3][6]. Group 2: Counterfeit Product Issues - Moutai's sampling of 289 bottles of its Lai Moutai sold online revealed that 64 bottles were counterfeit, highlighting the severity of the issue [7]. - Wuliangye provided free authentication services for 1,610 bottles, with 268 identified as counterfeit, accounting for 16.65% of the total [7]. - Both companies have expressed a "zero tolerance" policy towards counterfeit products, emphasizing the need for strict channel management [6][9]. Group 3: Impact on Authorized Dealers - The company GeDeYingXiang, previously a major distributor, had 6 of its online stores removed from Moutai's sales list, indicating a significant loss of business [8][9]. - GeDeYingXiang's operational status has been questioned, with reports of its stores showing no stock and a lack of customer service responses [9][10]. - The company is facing financial difficulties, including wage arrears and court-ordered restrictions on its operations, which have contributed to its removal from the authorized dealer list [10][15]. Group 4: Industry Implications - The actions taken by Moutai and Wuliangye signal a broader trend of tightening control over online sales channels in the liquor industry, aimed at protecting brand value and consumer rights [9][15]. - The ongoing restructuring of online distribution channels suggests an accelerated consolidation within the liquor market, as companies seek to enhance operational quality and consumer experience [9][15].
茅台酱香酒“挥刀”电商渠道:24家店铺被清退 包括这家昔日“百亿”大商