Xin Lang Cai Jing·2025-10-31 06:18Core Viewpoint - The collective action of liquor companies against unauthorized sales on e-commerce platforms reflects a significant shift in the industry, aiming to protect pricing structures and stabilize channel ecosystems amid increasing competition from online sales [1][2][3] Group 1: Authorization Defense - This year's wave of notifications from liquor companies is unprecedented in both frequency and assertiveness, with major brands like Moutai and Wuliangye issuing warnings about unauthorized sales just before the "Double Eleven" shopping festival [2][3] - Moutai emphasized the importance of purchasing through authorized channels, while other brands like Xiaotuxian and Guotai also highlighted the risks associated with unauthorized sales, including counterfeit products [2][3] - The proactive stance of these companies marks a departure from previous years, where they typically reacted to counterfeit issues post-festival, now focusing on channel regulation and price stability [3][4] Group 2: Channel Power Struggle - The ongoing battle for channel authority between liquor companies and e-commerce platforms has intensified, with the rise of instant retail changing the dynamics of this competition [5][6] - Historical context shows that similar struggles occurred during the last downturn in the liquor market around 2012, but the current situation features more complex interactions and clearer objectives from liquor companies to control e-commerce ecosystems [6][7] - The shift in consumer purchasing behavior towards instant needs has accelerated the transfer of pricing power from producers to channels and consumers, prompting liquor companies to reclaim control through authorized sales channels [7][8] Group 3: Proactive Market Engagement - Liquor companies are actively seeking to break down barriers imposed by e-commerce and leverage online platforms for channel transformation, as seen with Moutai's entry into instant retail [8][9] - Collaborations between liquor brands and e-commerce platforms are emerging, with initiatives like the full-chain authenticity system launched by Meituan and various liquor brands to ensure product integrity [8][9] - The evolving relationship between liquor companies and e-commerce is shifting from confrontation to collaboration, aiming for a mutually beneficial ecosystem that enhances both parties' market positions [9][10]