会议同期启动"中国酒业口述史团体标准"起草工作，并成立"中国酒业口述史研究中心"。该中心作为活 态文化传承重要平台，将通过口述史方式系统记录酿酒业"心口相传"的技艺、记忆与经验，实现活态记 忆的规范化记录与传承，有效保存濒临失传的口头技艺和行业故事，为酒业活态文化发展提供有力支 撑。 中国酒业协会理事长宋书玉以《民族的就是世界的》为题发表主旨演讲，开篇即精准点明活态是中国酒 业新文化的本质特征。他指出，中国美酒的活态魅力，根植于千年传承却生生不息的酿造技艺，流淌于 社交场景的民俗礼仪，彰显于持续迭代的生活美学，承载着文化、文明、酿造、生活四重自信，推动国 际化已成为全行业的自觉行动。针对酒业出海的痛点难点，他明确五大"认知破壁"关键方向：打破"中 国白酒难出海"的思维定势、完成"中国美酒"到"世界名酒"的文化跨越、适配"中西合璧"的多元消费场 景、重塑"稀缺珍贵"的价值标签、升级"全球产业"的发展格局；同时给出四大实践路径：推动产业抱团 出海形成协同合力、实现从产品出口到产能输出的进阶升级、推进中国酒业"世界双遗"申报、聚焦香型 特色开展精准国际传播，为行业国际化发展指明方向。 帝亚吉欧大中华区公共事务与传播 ...

Core Viewpoint - The article discusses the significant price fluctuations of premium liquor brands like Moutai and Wuliangye during the recent "Double 11" shopping festival, highlighting the impact of e-commerce promotions on the liquor market and the responses from liquor companies to regulate pricing and sales channels [2][8][9]. Price Trends and Promotions - During the "Double 11" period, the price of 53-degree/500ml Moutai dropped below 1700 yuan, reaching as low as 1399 yuan in some promotions, while Wuliangye's price fell to 759 yuan [3][9]. - In comparison, last year's "Double 11" saw Moutai prices around 2000 yuan and Wuliangye prices above 850 yuan [5][7]. Regulatory Actions and Market Responses - E-commerce platforms like Douyin have initiated actions against sellers offering Moutai at prices below market value, responding to consumer complaints about false advertising and potential health risks [2][8]. - Liquor companies, including Moutai and Wuliangye, are actively working to establish official sales channels and combat counterfeit products, with Moutai's management emphasizing the importance of purchasing from recognized sources [16][17]. Industry Challenges - The liquor industry is currently facing significant challenges, including inventory clearance, price discrepancies, and pressure on distribution channels, leading to some companies reporting their worst quarterly performance in a decade [8][19]. - Analysts suggest that the aggressive discounting strategies employed during e-commerce events could undermine long-term brand value and disrupt established pricing structures [7][19]. Market Outlook - The industry is undergoing a deep adjustment phase, with expectations of a gradual recovery as companies manage inventory and pricing strategies more effectively [19][20]. - Recent data indicates that Moutai's wholesale prices have been consistently declining, reflecting broader market trends and pressures [18][19].

新浪财经"酒价内参"重磅上线 知名白酒真实市场价尽在掌握 此前行业认为，"双十一"电商平台加大白酒促销力度，可能会影响年末白酒市场的稳定，茅台价格的回 落也会挤压其他白酒品牌的价格，也对后续市场前景表示担忧。 记者吕倩对本文亦有贡献 记者多方打听了解到，酒商尚不清楚上述"市场行情价"的具体数字，下一步官方预计会根据线下市场价 格浮动制定。 值得注意的是，上个月，包括茅台、五粮液、贵州习酒等多家酒企发布声明，指责部分电商平台并未获 得授权，货源来源复杂，存在真伪难辨，假冒伪劣、以次充好等问题。之后，抖音曾发布酒水版本专项 治理公告。 而在11月初，部分电商平台加大了白酒促销力度，有电商平台53度飞天茅台的补贴后价格跌破1600元/ 瓶，有平台甚至推出了定时抢1499元（市场指导价）茅台的活动。 不过记者注意到，近期茅台电商补贴后价格都有所回升，淘宝和拼多多百亿补贴后53度飞天茅台价格回 升至1640元/瓶，拼多多3人团1499元购买飞天茅台的活动还在进行。即时零售平台美团名酒行的飞天茅 台价格为1619元/瓶。 【"不许补贴"，#抖音通知卖茅台低于市场价将被罚# 】#电商茅台大促力度减弱#明天就是"双十一"， ...

Group 1 - The core viewpoint of the article highlights a decrease in the promotional intensity of e-commerce platforms for Moutai ahead of the "Double Eleven" shopping festival, with new regulations imposed by Douyin to prevent below-market pricing [1] - Douyin has notified liquor merchants that selling Moutai below market prices will result in penalties, emphasizing a crackdown on false marketing and potential counterfeit products [1] - Last month, several liquor companies, including Moutai and Wuliangye, issued statements criticizing e-commerce platforms for unauthorized sales and issues related to product authenticity [1] Group 2 - In early November, some e-commerce platforms increased promotions for white liquor, with prices for 53-degree Moutai dropping below 1600 yuan per bottle after subsidies, while some platforms offered timed promotions at 1499 yuan [1] - Recently, prices for Moutai have rebounded, with Taobao and Pinduoduo's prices rising to 1640 yuan per bottle, and Pinduoduo continuing to offer a group purchase option at 1499 yuan [1] - The industry previously expressed concerns that increased promotions during "Double Eleven" could destabilize the white liquor market and negatively impact the pricing of other brands [2]

"不许补贴"，抖音通知酒商：卖茅台低于市场行情价将被处罚 而在11月初，部分电商平台加大了白酒促销力度，有电商平台53度飞天茅台的补贴后价格跌破1600 元/瓶，有平台甚至推出了定时抢1499元（市场指导价）茅台的活动。 不过记者注意到，近期茅台电商补贴后价格都有所回升，淘宝和拼多多百亿补贴后53度飞天茅台价 格回升至1640元/瓶，拼多多3人团1499元购买飞天茅台的活动还在进行。即时零售平台美团名酒行的飞 天茅台价格为1619元/瓶。 此前行业认为，"双十一"电商平台加大白酒促销力度，可能会影响年末白酒市场的稳定，茅台价格 的回落也会挤压其他白酒品牌的价格，也对后续市场前景表示担忧。 记者吕倩对本文亦有贡献 上述酒商表示，抖音平台今日通知称，"无论茅台海外版还是国内版，低于市场行情价的，一律按 假货存疑处罚，达人自己补贴也不行。坚决打击虚假营销，只放一瓶等低价套路，售假的行为。" 记者多方打听了解到，酒商尚不清楚上述"市场行情价"的具体数字，下一步官方预计会根据线下市 场价格浮动制定。 值得注意的是，上个月，包括茅台、五粮液、贵州习酒等多家酒企发布声明，指责部分电商平台并 未获得授权，货源来源复杂，存在真 ...

上述酒商表示，抖音平台今日通知称，"无论茅台海外版还是国内版，低于市场行情价的，一律按假货存疑处罚，达人自己补贴也不行。坚决打击 虚假营销，只放一瓶等低价套路，售假的行为。" 记者多方打听了解到，酒商尚不清楚上述"市场行情价"的具体数字，下一步官方预计会根据线下市场价格浮动制定。 新浪财经"酒价内参"重磅上线 知名白酒真实市场价尽在掌握 2025.11.10 本文字数：743，阅读时长大约2分钟 作者 |第一财经栾立 明天就是"双十一"，但电商茅台大促的力度却在减弱。 有酒商告诉第一财经记者，今日已接到抖音平台通知，酒商销售茅台价格如果低于市场行情价将会被处罚。 值得注意的是，上个月，包括茅台、五粮液、贵州习酒等多家酒企发布声明，指责部分电商平台并未获得授权，货源来源复杂，存在真伪难辨， 假冒伪劣、以次充好等问题。之后，抖音曾发布酒水版本专项治理公告。 而在11月初，部分电商平台加大了白酒促销力度，有电商平台53度飞天茅台的补贴后价格跌破1600元/瓶，有平台甚至推出了定时抢1499元（市场 指导价）茅台的活动。 不过记者注意到，近期茅台电商补贴后价格都有所回升，淘宝和拼多多百亿补贴后53度飞天茅台价格回升至 ...

Group 1 - Douyin has notified liquor merchants that selling Moutai below market price will result in penalties, indicating a crackdown on false marketing and price manipulation [2] - The specific "market price" for Moutai has not been clarified, but Douyin plans to set it based on fluctuations in offline market prices [2] - Last month, several liquor companies, including Moutai and Wuliangye, accused some e-commerce platforms of selling unauthorized products, leading to concerns about authenticity and quality [3] Group 2 - In early November, some e-commerce platforms increased promotions for white liquor, with prices for Moutai dropping below 1600 yuan per bottle after subsidies [3] - Recent price trends show that after initial drops, Moutai prices have rebounded, with current prices around 1640 yuan per bottle on major platforms [3] - Concerns have been raised that increased promotional activities during the "Double Eleven" shopping festival could destabilize the white liquor market and affect the pricing of other brands [3]

Core Viewpoint - The article highlights the recent notification from Douyin (TikTok's Chinese version) to liquor merchants regarding the sale of Moutai, stating that selling below market prices will lead to penalties, indicating a crackdown on false marketing practices [1] Group 1 - Douyin has informed liquor merchants that selling Moutai, whether domestic or overseas versions, below market prices will be treated as suspicious counterfeit goods [1] - The specific "market price" for Moutai has not been clarified yet, but it is expected that Douyin will set it based on fluctuations in offline market prices [1] - Last month, several liquor companies, including Moutai and Wuliangye, issued statements criticizing e-commerce platforms for unauthorized sales and issues related to counterfeit products [1]

Core Viewpoint - The intensity of promotional activities for liquor, particularly Moutai, during the upcoming "Double Eleven" shopping festival is decreasing, with platforms like Douyin enforcing strict pricing regulations to combat false marketing practices [3][4]. Group 1: Pricing Regulations and Market Response - Douyin has notified liquor merchants that selling Moutai below market prices will result in penalties, emphasizing a crackdown on false marketing and potential counterfeit products [3]. - Merchants are unclear about the specific "market price" that will be used for enforcement, as future regulations are expected to be based on fluctuations in offline market prices [3]. - In response to previous issues with unauthorized sales and counterfeit products, several liquor companies, including Moutai and Wuliangye, have issued statements against certain e-commerce platforms [3]. Group 2: Market Trends and Price Fluctuations - Despite initial price drops due to promotional subsidies, the prices of Moutai have recently rebounded, with the price for 53-degree Flying Moutai rising to 1640 yuan per bottle on platforms like Taobao and Pinduoduo [4]. - Pinduoduo continues to offer promotional activities, such as group purchases for Flying Moutai at 1499 yuan, indicating ongoing competitive pricing strategies [4]. - Concerns have been raised regarding the impact of aggressive promotions on the stability of the liquor market, particularly how Moutai's price fluctuations could affect other liquor brands [4].

Core Insights - The promotional efforts for "Double Eleven" in the e-commerce sector, particularly for Moutai, are weakening, with platforms like Douyin imposing penalties on sellers offering prices below market rates [2] - There is uncertainty among sellers regarding the specific "market price" that will be used for enforcement, as it is expected to be determined based on offline market fluctuations [2] - Recent statements from several liquor companies, including Moutai, have criticized e-commerce platforms for unauthorized sales and issues related to product authenticity [2] - Despite initial price drops due to promotions, the prices of Moutai have recently rebounded, with various platforms reporting prices around 1640 yuan per bottle [2] Industry Summary - The industry is concerned that increased promotional activities during "Double Eleven" could destabilize the white liquor market towards the end of the year, potentially affecting the pricing of Moutai and other brands [3] - The recent price fluctuations and promotional strategies may lead to a competitive pressure on other white liquor brands, raising concerns about the overall market outlook [3]