19家联盟商违约！珍酒开出首批“罚单”

Core Points - The company, Guizhou Zhenjiu, has issued its first penalties to 19 out of 41 alliance distributors for violating sales regulations, marking a rare public disclosure of such actions in the liquor industry [2][3] - The "Dazhen Zhenjiu" product is positioned as a "superior quality, medium price" offering, with a group purchase price set at 600 yuan per bottle and 3600 yuan per case, aimed at competing with products priced around 3000 yuan [2] - Zhenjiu has established strict sales rules, known as the "six prohibitions," to maintain product pricing and market stability, which include prohibitions on direct low pricing, online sales, and various forms of discounting [2] Company Actions - The company conducted a special inspection from August 23 to 29, identifying 19 violators among the alliance distributors, including 11 channel clients and 2 high-end wine clients [2][3] - Four Guangdong enterprises faced penalties for serious violations, including improper distribution to channel merchants and online platforms, with penalties including a 30,000 yuan fine and a 12-month observation period [3] - The company's strong stance against market disruption reflects a zero-tolerance policy towards violations, emphasizing the importance of protecting the "Dazhen" brand for the benefit of alliance partners and long-term development [3]