Core Viewpoint - The recent controversy surrounding the pricing of Moutai and other liquor brands on Douyin highlights the challenges faced by the liquor industry regarding low-price sales and counterfeit products, prompting companies to take action to protect their brand integrity and pricing structure [1][2][5]. Group 1: Douyin's Actions and Market Reactions - Douyin has initiated a special campaign to combat false advertising in liquor sales, specifically targeting "false low-price" promotions and suspiciously low prices that may indicate counterfeit products [2][4]. - Following the announcement of potential penalties for selling Moutai below market price, Douyin clarified that the rumors were misinterpreted, but acknowledged ongoing efforts to regulate liquor sales [2][4]. - During the "Double Eleven" shopping festival, Moutai has become a popular item for attracting customers, with prices in live streams often matching or undercutting official retail prices [4][5]. Group 2: Pricing Issues and Industry Impact - The price fluctuations of Moutai have sparked significant market discussion, with some live streamers offering prices as low as 1499 yuan, which is below the actual market price [4][5]. - The prevalence of low-priced counterfeit products threatens to disrupt the existing pricing structure and undermine the confidence of offline distributors, which is particularly concerning for the liquor industry currently undergoing significant adjustments [5]. - Other liquor companies, including Wuliangye and Xijiu, have also responded by updating their official sales channels and distancing themselves from unauthorized low-priced products [7].