Sou Hu Cai Jing·2025-11-06 05:45Core Viewpoint - During this year's "Double 11" shopping festival, at least eight major liquor companies issued statements regarding authorized stores, highlighting the prevalence of counterfeit products sold at low prices under the guise of "billion-dollar subsidies" and emphasizing the need for consumers to purchase through authorized channels [1][2][3] Group 1: Industry Response to Counterfeit Products - Major liquor companies, including Moutai and Wuliangye, have collectively issued warnings about unauthorized stores, marking a significant shift in their approach during promotional events [2][3] - Wuliangye reported that 12% of products purchased online were counterfeit, with a significant portion sourced from large e-commerce platforms [2][3] - The industry is increasingly recognizing the risks associated with unauthorized sales channels, which lack product control and traceability, leading to potential quality issues for consumers [3][4] Group 2: Price and Inventory Challenges - The liquor industry is facing high inventory levels and widespread price inversion, with the average inventory turnover days reaching 900 days, a 10% increase year-on-year [6] - Moutai's price has dropped significantly, with a total decline of 36.15% since 2022, reflecting changes in consumer behavior and market conditions [6][7] - The trend of low-priced promotions has exacerbated price inversion issues, forcing liquor companies to reassess their pricing strategies to maintain market stability [7][8] Group 3: Strategic Shift in Pricing Management - Liquor companies are increasingly focusing on controlling prices and stabilizing their pricing systems in response to market pressures [5][8] - Recent financial reports indicate that only a few companies, like Moutai, have seen revenue growth, while most have abandoned annual growth targets to prioritize channel health and price stability [8] - The ongoing losses faced by many distributors are prompting upstream liquor companies to reconsider their volume and pricing strategies to protect their interests [8]