Core Viewpoint - The article discusses the ongoing price protection battle among major liquor companies in response to aggressive discounting on e-commerce platforms ahead of the "Double 11" shopping festival, highlighting the need for a new cooperative model between liquor companies and e-commerce platforms [1][6]. Group 1: Industry Actions - Major liquor companies, including Guizhou Moutai, Wuliangye, and Shui Jing Fang, have issued lists of authorized sales channels and identified unauthorized sellers in a bid to protect their pricing structures [1][2]. - Guizhou Moutai initiated the campaign by releasing a list of official online and offline sales channels, including its own app and major e-commerce platforms like Tmall and JD [2]. - Following Moutai, other companies like Guizhou Xijiu and Wuliangye have also published their authorized channel lists, with Xijiu listing 215 authorized stores [2][3]. Group 2: Market Dynamics - The aggressive pricing strategies employed by e-commerce platforms have led to lower transaction prices for liquor online compared to offline markets, creating pressure on traditional distributors [6]. - The price war initiated by e-commerce platforms has resulted in significant profit erosion for liquor companies, leading to concerns over product quality and service standards [6][4]. Group 3: Consumer Protection and Brand Integrity - The publication of authorized and unauthorized seller lists aims to protect consumers from counterfeit products while stabilizing price expectations among distributors [7]. - The actions taken by these leading liquor companies are seen as necessary to maintain brand reputation and ensure a fair competitive environment in the market [7]. Group 4: Future Strategies - The ultimate goal for liquor companies is to establish a balanced ecosystem that benefits brands, channels, and consumers, integrating supply chain resources effectively [8]. - The rise of instant retail is viewed as a key strategy for liquor companies to enhance consumer engagement and streamline inventory sales [9].