卖茅台低于市场价将被罚？抖音电商回应称“传言不实属于误读”

Core Viewpoint - The recent rumors regarding Douyin's new regulations on the sale of Moutai at prices below market value have been denied by Douyin's e-commerce representatives, clarifying that these claims are misinterpretations [1] Group 1: Douyin's Response and Actions - Douyin e-commerce has initiated a special action against false advertising, focusing on the illegal marketing practices of some merchants and influencers who use Moutai for misleading promotions [1] - The platform has identified instances where the selling price of Moutai was below the official factory price, which raised concerns about consumer health and prompted the enforcement actions [1] - Over 100 abnormal low-priced products have been banned, and 52 merchants have faced operational restrictions due to these violations [1] Group 2: Market Dynamics and Pricing Strategies - On November 10, the price of 53-degree 500ml Moutai varied across different stores, with most prices above 1700 yuan, while some live broadcasts offered prices between 1600 and 1700 yuan [2] - The wholesale reference price for the 2025 vintage of Moutai is reported to be 1640 yuan per bottle, indicating a significant price discrepancy in the market [2] - Major liquor companies, including Guizhou Moutai, have issued statements during the "Double 11" shopping festival to combat the low-price chaos, emphasizing the importance of purchasing through authorized channels [2] - The industry is experiencing high inventory levels and price inversions, leading some merchants to sell at lower prices to alleviate cash flow issues, which disrupts the market pricing system [2] - Despite efforts by liquor companies to control supply and stabilize prices, the trend of price inversions remains challenging, reflecting a shift in the pricing strategy towards controlling volume and supporting prices [2]