Di Yi Cai Jing·2025-10-08 05:33Core Viewpoint - The ongoing price conflict between e-commerce platforms and liquor companies is intensifying, with promotional prices for well-known liquor brands falling below wholesale prices, raising concerns among liquor merchants about the sustainability of such pricing strategies [1][2]. Group 1: E-commerce Impact on Liquor Pricing - E-commerce platforms are employing limited-time subsidies, resulting in prices for products like Feitian Moutai dropping to 1700 RMB per bottle, below the wholesale price of 1780 RMB [1]. - Major liquor brands, including Wuliangye, are also seeing their promotional prices undercutting wholesale prices, with Wuliangye's core product priced at 769 RMB compared to a wholesale price of 840 RMB [1]. - The trend of e-commerce platforms offering lower prices is leading to increased caution among offline retailers, who are reluctant to stock up due to price volatility [1][2]. Group 2: Shift in Sales Dynamics - The traditional dominance of offline sales in the liquor industry is being challenged as e-commerce platforms increasingly offer low-priced liquor, disrupting the price control previously held by liquor companies [2]. - The liquor industry is currently undergoing a deep adjustment phase, with companies struggling to manage e-commerce pricing effectively [2]. - The internet penetration rate for liquor sales has increased from under 10% to approximately 20% due to recent e-commerce promotions, with projections suggesting it could reach 50% in the next five years [2]. Group 3: Future of Liquor Sales - The rise of e-commerce is prompting a necessary change in the sales model for liquor, as online sales now offer traceability and lower prices, potentially leading to the exit of half of traditional offline liquor retailers in the next three years [3].