Core Viewpoint - The recent shutdown of unauthorized Moutai stores on Douyin has led to a restoration of many shops, indicating a mutual benefit for both Moutai and Douyin in managing pricing and brand integrity [2][3][4]. Group 1: Douyin's Actions - Douyin has shut down all unauthorized Moutai stores, which has drawn significant market attention [2]. - Following the shutdown, many stores have begun to restore their Moutai product listings, with prices for 53-degree Flying Moutai generally ranging from 1600 to 1800 yuan [2]. - The platform's actions are seen as a way to prevent the sale of counterfeit products and protect its reputation [3][4]. Group 2: Moutai's Pricing Strategy - The price of 53-degree Flying Moutai has been fluctuating, with recent reports indicating a drop below 1700 yuan for wholesale prices [3]. - Moutai has been proactive in managing its pricing strategy, including delaying its November release plan to stabilize market prices [3][4]. - The company aims to create a sustainable ecosystem that benefits all stakeholders, emphasizing value management and market stability [6][7]. Group 3: Market Dynamics - The collaboration between Douyin and Moutai is viewed as a corrective measure to address the issue of price erosion caused by aggressive discounting on e-commerce platforms [3][4]. - Analysts suggest that the recent price adjustments and store restorations will help Moutai regain control over its pricing strategy and inventory management [4][5]. - The overall market for Moutai products is expected to see slight price increases leading up to the Spring Festival, although some products may still experience price discrepancies [7].

Core Viewpoint - Douyin has shut down all unauthorized Moutai stores, leading to increased market attention and a rise in the number of links for Moutai products on the platform [2][5]. Group 1: Douyin's Actions - Douyin's recent actions to clean up unauthorized Moutai sales are seen as a necessary step to protect its reputation and ensure compliance with platform policies [2][6]. - Following the crackdown, many stores that were found to have no violations are being gradually unblocked, indicating a return to normalcy for compliant sellers [2][6]. Group 2: Moutai Pricing Dynamics - The price of 53-degree Flying Moutai on e-commerce platforms has shown signs of fluctuation, with prices ranging from 1,600 to 1,800 yuan, and some stores offering it at around 1,499 yuan [2][5]. - The average retail price for 500ml Flying Moutai increased by 5 yuan to 1,841 yuan after the cleanup on November 16 [6][8]. Group 3: Market Implications - Analysts suggest that Douyin's intervention helps stabilize Moutai's pricing and prevents further price erosion that could harm offline distributors [5][6]. - Moutai has proactively adjusted its supply strategy, delaying its release plans to manage market dynamics better and maintain price stability [9][10]. Group 4: Future Outlook - The market is expected to see a slight price increase for Moutai products as the peak consumption season approaches, although some products may still experience price discrepancies [10].

Core Viewpoint - Douyin has shut down all unauthorized Moutai stores, which has attracted market attention and led to a fluctuation in the prices of Moutai products on e-commerce platforms [2][4]. Group 1: Douyin's Actions - Douyin's platform has seen an increase in links to Moutai products, with prices for 53-degree Flying Moutai mostly ranging from 1600 to 1800 RMB, and some stores selling it for around 1499 RMB [2]. - Some stores that were previously shut down for selling Moutai products have been gradually restored after verification of compliance [2][4]. - The recent actions by Douyin are seen as a way to protect its reputation and prevent the sale of counterfeit products, which could harm the platform's credibility [4][16]. Group 2: Price Dynamics - The price of 53-degree Flying Moutai has been fluctuating on e-commerce platforms, with Pinduoduo's "Billion Subsidy" section offering it at a subsidized price of 1460 RMB for the overseas version and 1496 RMB for the domestic version [6]. - The retail price of 53-degree Flying Moutai on November 16 was reported to be 1841 RMB, a slight increase from the previous day [16]. Group 3: Market Implications - The actions taken by Douyin are viewed as beneficial for both Moutai and Douyin, as they help to stabilize prices and prevent a downward spiral in profit margins for offline distributors [15][16]. - Moutai has proactively delayed its release plans and reduced quotas to manage supply and demand effectively, aiming to regain control over pricing strategies [15][18]. - Analysts suggest that the price of Moutai may rise slightly before the Spring Festival due to increased demand, although some products may still experience a "price inversion" where offline prices are lower than official guidance [19].

Core Viewpoint - Douyin's e-commerce team has announced a special governance initiative targeting misleading marketing practices related to the sale of "overseas version" alcoholic beverages, emphasizing the need for clear version information to prevent consumer confusion [1][4]. Group 1: Governance Announcement - The announcement highlights that some creators have been using malicious marketing tactics, such as obscuring product version information and misleading price descriptions [1]. - Specific examples of violations include not displaying version information clearly in live streams and using ambiguous terms like "Chinese and English version" to confuse consumers [1][3]. Group 2: Penalties and Enforcement - The governance measures will include penalties for violators, such as suspension of live streams, removal of products, and freezing of commissions [3]. - Douyin has communicated to alcohol merchants that selling Moutai below market prices will lead to penalties, indicating a strict stance against false marketing practices [4]. Group 3: Market Impact and Expert Insights - Industry experts suggest that the aggressive pricing strategies during events like "Double 11" could undermine offline distributors' profit margins and disrupt the pricing structure of Moutai [4]. - The current pricing pressure is seen as part of a broader inventory destocking process, which may weaken the psychological price anchor of Moutai at 1499 yuan [4].