Core Viewpoint - The article discusses the concerns raised by major liquor companies regarding unauthorized sales of their products on e-commerce platforms during the "Double Eleven" shopping festival, highlighting issues of authenticity and pricing discrepancies [3][5]. Group 1: Company Responses - Major liquor companies such as Moutai, Wuliangye, and Guizhou Xijiu have issued statements criticizing e-commerce platforms for selling products without authorization, leading to concerns about counterfeit goods [3][5]. - Wuliangye's notice to consumers highlighted that unauthorized stores may sell products outside of their official control and traceability systems, raising the risk of counterfeit and inferior products [3][5]. - Guizhou Xijiu also pointed out the risks associated with unauthorized online sales, although their authorized list mainly included their own stores and distributors on e-commerce platforms [5]. Group 2: Pricing and Market Dynamics - As of October 20, the price of 53-degree Feitian Moutai after subsidies was 1,650 yuan per bottle, a decrease of 30 yuan from the previous days, while Wuliangye's price remained stable at 769 yuan, both significantly lower than market wholesale prices [3]. - A comparison showed that Guizhou Xijiu's official flagship store prices were 30% higher than those on e-commerce platforms offering substantial discounts [5]. - An online liquor sales company representative noted that the current promotional prices are primarily due to e-commerce platforms purchasing from the market and subsidizing prices, which complicates the supply chain and raises concerns about product authenticity [5]. Group 3: E-commerce Platform Practices - E-commerce platforms are reportedly sourcing liquor products from social channels, which are outside the manufacturers' control, leading to potential issues with counterfeit products [5]. - Taobao's customer service claimed that their "Billion Subsidy Channel" is official and guarantees product authenticity, promising a "tenfold compensation" for counterfeit products [5]. - The article suggests that the aggressive low-price strategies employed by e-commerce platforms to attract traffic may create opportunities for counterfeit sales, indicating a shift away from the original sales intent of premium liquor brands [5].