一夜关停，隔日复活？抖音“关停”茅台店铺后续：大量店铺已恢复

Core Insights - The news highlights the sudden shutdown of unauthorized Moutai stores on Douyin's e-commerce platform, followed by a rapid restoration of many links, indicating a deep collaboration between Moutai and Douyin [2][3] Group 1: Incident Overview - Douyin's e-commerce team announced a special governance notice on November 10, addressing complaints about malicious marketing of "overseas version" liquor, particularly during the "Double 11" shopping festival [2] - The price of overseas Moutai dropped significantly from 1419 yuan to as low as 1288 yuan per bottle, prompting Douyin to take action against over 100 abnormal price listings and restrict 52 merchants [2][4] Group 2: Mutual Benefits - The crackdown on low-priced Moutai benefits both Moutai and Douyin, as it helps Moutai regain control over pricing and prevents Douyin from facing potential counterfeit risks [3][4] - Moutai's recent actions, including delaying its release plan and reducing offline quotas, aim to stabilize prices and regain market control [4] Group 3: Channel Innovation - Moutai's collaboration with Douyin is part of its ongoing channel transformation, emphasizing the need for a resilient channel ecosystem and modern market management [5] - Moutai has been preparing for online channel expansion since April, recruiting operators for its products on Douyin [5] Group 4: Industry Impact - Douyin's actions reflect a broader restructuring of the liquor e-commerce ecosystem, indicating that channel compliance will become a long-term governance direction for major e-commerce platforms [7][8] - The crackdown on unauthorized sales is expected to stabilize prices and alleviate inventory depreciation pressures for offline liquor merchants [8] Group 5: Future Outlook - Following the implementation of the governance measures, Moutai's retail price is expected to rise slightly as the Spring Festival approaches, with the average retail price of 53-degree Moutai reaching 1841 yuan [9][10] - The market signals indicate a gradual return to stability in Moutai's pricing system, with consumers likely facing fewer opportunities for "super low prices" but benefiting from safer transactions [10]