Tai Mei Ti A P P·2025-10-22 13:19Core Viewpoint - The "Double 11" shopping festival has been extended to 36 days, coinciding with a significant crackdown on counterfeit products in the liquor industry, particularly targeting unauthorized sales channels [2][3][4]. Group 1: E-commerce Promotions - Major e-commerce platforms are adopting straightforward discount strategies, with JD.com offering discounts as low as 10% and Douyin providing at least 15% off, while Tmall is distributing 50 billion yuan in consumer vouchers [3]. - JD.com reported a significant increase in sales, with over 5.2 million brands seeing a year-on-year growth of over 300%, particularly in liquor categories, where aged liquor sales surged by 150% [3]. Group 2: Crackdown on Counterfeit Products - Leading liquor companies like Kweichow Moutai and Wuliangye have released official lists of authorized sales channels, while also naming unauthorized sellers, including major platforms like Douyin and Pinduoduo [4][5]. - The crackdown is a response to the aggressive price cuts and the proliferation of counterfeit products, with Moutai's price dropping below 1700 yuan and Wuliangye's below 800 yuan on some platforms [5][6]. Group 3: Industry Dynamics - The liquor industry's recent anti-counterfeit actions are not new, as major brands have previously targeted unauthorized sellers during major sales events [5]. - Industry analysts suggest that the crackdown aims to stabilize pricing, protect consumers from counterfeit products, and encourage e-commerce platforms to establish authorized sales mechanisms [5][9]. Group 4: Market Challenges - The ongoing low-price promotions threaten the survival of offline distributors and disrupt the established pricing structure of the liquor industry [7]. - There are concerns about counterfeit products, with a significant percentage of products tested being fake, highlighting the risks associated with low-price sales [7]. Group 5: Online Sales Growth - Despite challenges, online sales of liquor have seen substantial growth, with platforms like Meituan reporting an eightfold increase in sales and JD.com experiencing a 109% increase during the recent shopping festival [8][9]. - The liquor industry is navigating a complex landscape where online sales are becoming increasingly important, prompting companies to redefine their sales strategies [9].