Core Viewpoint - The high-end liquor industry is facing a price war during the "Double 11" shopping festival, prompting major brands like Moutai and Wuliangye to take urgent actions to protect their brand integrity and sales channels [1][4]. Group 1: Brand Actions - Wuliangye has issued its fourth consumer notice, directly naming 46 unauthorized stores across major platforms like Douyin, JD.com, and Pinduoduo, warning consumers about the risks of purchasing from these channels [2][4]. - Moutai has also released a "warm reminder" to consumers, emphasizing the importance of purchasing from official channels to safeguard their rights [4]. Group 2: Price Discrepancies - The price of 53-degree Moutai has dropped to 1650 yuan per bottle on e-commerce platforms, while the official retail price is around 1900 yuan, creating a significant price gap of 150-250 yuan [4][5]. - The drastic price cuts on e-commerce platforms are directly impacting the long-established pricing structure of premium liquors [4]. Group 3: Industry Expert Insights - Industry experts indicate that the primary motivation behind the liquor companies' actions is to counteract the impact of low-price subsidies from e-commerce platforms and to mitigate the risks associated with unauthorized channels [5]. - The current pricing chaos in the liquor industry is attributed to an imbalance in supply and demand, exacerbated by deep adjustments in the industry and high social inventory levels [5]. Group 4: Strategic Recommendations - Experts suggest that liquor companies should adopt a strategy of "combining diversion and blockage" to balance channel expansion and price control [5]. - Recommendations include positioning e-commerce as a platform for brand promotion rather than price competition, developing exclusive online products, and establishing direct partnerships with major e-commerce platforms to enhance control over sales channels [5].