双11酒水捷报频传，为何抖音要出手“掀桌”？

Core Viewpoint - The article discusses the recent crackdown by Douyin (TikTok) on low-price competition in the liquor market, initiated by a special governance announcement aimed at addressing false marketing and counterfeit sales, which has raised concerns among merchants and consumers alike [1][5][19]. Group 1: Douyin's Governance Actions - Douyin has reported handling over 2,000 violations and 690 merchants in the past three months related to liquor sales [5][8]. - The platform's recent announcement specifically targets malicious marketing practices, particularly concerning "overseas version" liquor products, which have led to numerous consumer complaints [5][19]. - The crackdown on low prices is seen as a shift from previous strategies that primarily focused on counterfeit goods, now categorizing "abnormal pricing" as a potential risk signal [11][19]. Group 2: Market Dynamics and Price Competition - During the Double 11 shopping festival, liquor sales on platforms like JD.com and Meituan saw significant growth, with JD's self-operated liquor sales increasing by 35% year-on-year [12][16]. - The ongoing price war in the liquor market is driven by structural contradictions within the e-commerce channels, where unauthorized sellers often resort to selling below cost to quickly recover funds [16][19]. - Major liquor brands, including Moutai and Wuliangye, have begun to publicly establish authorized sales channels to combat the negative effects of chaotic pricing [16][19]. Group 3: Future Implications for E-commerce Platforms - The article suggests that Douyin's actions may indicate a shift towards a business model that prioritizes trust and brand value over mere traffic and low prices [20][26]. - There is a growing trend of liquor companies collaborating with e-commerce platforms to create customized products and enhance their digital presence, indicating a more balanced relationship between brands and platforms [21][22]. - The challenge remains for e-commerce platforms to balance the interests of liquor companies, merchants, and consumers while ensuring a sustainable and healthy market environment [26].