电商低价击穿茅台防线？抖音整顿低价白酒、飞天重回1700元，茅台新帅也喊话了

Core Insights - Douyin e-commerce platform has initiated actions to shut down unauthorized stores selling Moutai products, particularly focusing on those using the "Moutai" name, in response to complaints about low-priced Moutai being marketed as genuine [2][3][5] - The price of 53-degree Flying Moutai has stabilized at around 1700 yuan and above after a period of low pricing, indicating a potential end to price erosion [2][5][8] - The recent actions by Douyin are seen as a response to market pressures and may be influenced by Moutai's new leadership, which aims to stabilize the pricing and distribution channels [7][9][10] Douyin's Actions - Douyin has been actively removing links to low-priced Moutai products, with over 100 abnormal low-priced listings taken down and 52 merchants restricted [3][4] - The platform's crackdown coincided with the end of the "Double 11" shopping festival, during which some merchants sold Flying Moutai at prices as low as 1288 yuan, significantly below market rates [5][6] - Despite the crackdown, some accounts continued to promote low-priced Moutai, indicating ongoing challenges in controlling pricing and authenticity [5][6] Moutai's Pricing Strategy - Moutai's pricing has been volatile, with wholesale prices dropping below 2000 yuan earlier this year, but recent data shows a recovery with prices around 1655 yuan for scattered bottles [8][10] - The company has been tightening its control over online sales channels, with a significant increase in authorized online stores, while also removing several unauthorized ones [9] - Moutai's new leadership has emphasized the importance of maintaining a stable channel ecosystem and pricing structure to protect brand integrity and dealer interests [7][9] Market Implications - The actions taken by Douyin and Moutai are aimed at preventing price erosion and protecting the brand's market position, which could lead to a more stable pricing environment in the future [6][10] - Analysts suggest that the tightening of supply and control over pricing may lead to an increase in Moutai prices ahead of the Spring Festival [10]