Core Viewpoint - The recent announcement by Guotai regarding official purchasing channels for its products highlights the industry's response to the upcoming peak consumption season and aims to protect consumer rights while addressing pricing concerns in the online sales environment [1][4]. Group 1: Announcement of Official Channels - Guotai disclosed 47 official online sales channels, including major e-commerce platforms, group buying, short video platforms, and some instant retail platforms [1]. - This marks the fourth major liquor company to announce official purchasing channels recently, following similar announcements from Kweichow Moutai and Xijiu [4]. Group 2: Industry Context and Pricing Concerns - The announcements come as the "Double 11" shopping festival approaches, with liquor companies signaling their intent to maintain product prices amid a challenging market [5]. - The online sales channel has become a primary avenue for distributors and consumers, but prices for many premium liquors have been declining due to high inventory levels and aggressive discounting during promotional periods [5][6]. - The practice of disclosing official sales channels is seen as a common strategy to uphold prices and reassure distributors and partners that the company is actively managing pricing issues [5]. Group 3: Impact of E-commerce on Liquor Sales - The normalization of price subsidies by e-commerce platforms has raised concerns about the sustainability of offline distributors, as aggressive pricing strategies continue beyond major promotional events [6]. - Industry leaders have noted that the influence of e-commerce on the liquor distribution ecosystem is likely to intensify, potentially leading to further challenges for traditional sales channels [6].