抖音整顿低价白酒，飞天茅台重回1700元

Core Viewpoint - The confrontation between major liquor brands and e-commerce platforms, particularly between Moutai and Douyin, has intensified as Douyin shuts down unauthorized Moutai stores, impacting pricing and distribution channels in the liquor market [1][2]. Group 1: Douyin's Actions and Market Response - Douyin has begun shutting down unauthorized stores selling Moutai products, particularly those using the "Moutai" name, and has requested merchants to remove all products related to Moutai [1]. - Following the shutdown, many affected liquor specialty stores have started to restore their links, although some Moutai products remain out of stock [1]. - The price of Moutai on Douyin has stabilized at around 1700 yuan and above, halting a previous trend of lower pricing [1]. Group 2: Pricing Issues and Market Dynamics - Prior to the shutdown, there were rumors that selling Moutai below market price would result in penalties, leading to a crackdown on merchants selling Moutai at prices as low as 1288 yuan [2][3]. - During the "Double 11" shopping festival, some merchants sold Moutai at prices significantly below wholesale, causing concern among authorized distributors [5]. - The price fluctuations of Moutai have created a negative cycle affecting distributor confidence, with prices dropping to as low as 1499 yuan during promotions [5][7]. Group 3: Moutai's Strategic Response - Moutai's new leadership under Chen Hua has emphasized the importance of maintaining channel stability and pricing integrity, indicating a proactive approach to managing distribution channels [4][6]. - Moutai has been tightening control over its online sales channels, with a significant increase in authorized online stores while simultaneously removing unauthorized ones [8]. - The company has delayed its release plans and reduced quotas in response to market conditions, suggesting potential price increases leading up to the Spring Festival [9].