Di Yi Cai Jing·2025-10-20 10:06Core Viewpoint - The recent "Double Eleven" sales event has raised concerns among major liquor companies regarding unauthorized sales and potential counterfeit products on e-commerce platforms [1] Group 1: Company Responses - Major liquor companies such as Moutai, Wuliangye, and Guizhou Xijiu have issued statements condemning unauthorized sales on e-commerce platforms, highlighting issues with product authenticity and complex supply chains [1][5] - Wuliangye released a consumer notice indicating that some online platforms are selling its products through unauthorized stores, which may lead to counterfeit and substandard goods [1][5] - Guizhou Xijiu also expressed concerns about the risks of counterfeit products from unauthorized online channels, while providing a list of authorized sellers [5] Group 2: Pricing and Market Dynamics - As of October 20, the subsidized price for 53-degree Feitian Moutai was 1,650 yuan per bottle, a decrease of 30 yuan from the previous days, while Wuliangye's price remained stable at 769 yuan, both significantly lower than wholesale market prices [1] - A market representative noted that the current promotional prices for major liquor brands are often lower than those in official stores, indicating a disconnect between online and offline pricing [5] - The pricing strategy during the "Double Eleven" event is primarily driven by e-commerce platforms purchasing products from the market and subsidizing prices, which complicates the supply chain and raises concerns about product authenticity [5][6] Group 3: E-commerce Platform Practices - Taobao's customer service claimed that its "Billion Subsidy Channel" is official and guarantees product authenticity, promising a "tenfold compensation" for counterfeit products [6] - Industry experts pointed out that liquor products sold on e-commerce platforms often come from social channels, which are outside the manufacturers' control, leading to increased risks of counterfeiting [6] - The current sales model for premium liquor has deviated from its original intent, raising concerns about the sustainability and integrity of such sales practices [6]