五粮液“打假”行动持续升级

Core Viewpoint - Wuliangye is intensifying its efforts to combat counterfeit products during the "Double 11" e-commerce promotion season, highlighting the risks posed to consumers by unauthorized sales on various online platforms [2][3]. Group 1: Company Actions - Wuliangye has identified 46 unauthorized stores selling its products on platforms such as Douyin, JD.com, Kuaishou, Meituan, Pinduoduo, and Tmall [2]. - Since November 2023, Wuliangye has issued four notices addressing online counterfeit issues, resulting in the closure of 261 counterfeit stores and the removal of 6,431 infringing links [2]. - The company has authenticated 1,610 bottles of products from January to May 2024, with 268 bottles identified as counterfeit, accounting for 16.65% [2]. Group 2: Industry Challenges - The prevalence of low-priced promotions on e-commerce platforms creates an environment conducive to counterfeit products, as the white liquor industry has high profit margins and low production costs for fakes [4]. - There exists a dual dependency and wariness among traditional liquor companies towards e-commerce, as they seek to leverage online traffic while being cautious of price disruptions and counterfeit threats [4]. Group 3: Consumer Guidance - Consumers are advised to prioritize official and authorized channels to mitigate the risk of counterfeit products and ensure their rights are protected [4]. - A dual verification mechanism is recommended for online purchases, including checking the store's deposit and being wary of prices significantly lower than market rates [4]. Group 4: Long-term Solutions - Experts suggest that brand owners and major e-commerce platforms should establish a regular cooperation mechanism for rights protection, utilizing big data monitoring and information sharing to enhance verification processes [5]. - A "genuine product alliance" involving liquor companies, platforms, regulatory bodies, and consumers is proposed to maintain a healthy market ecosystem, which is essential for protecting brands and consumers as well as for the sustainable development of the industry [5].