Core Viewpoint - Major liquor companies, including Moutai and Wuliangye, are urging consumers to purchase from official channels ahead of the "Double 11" shopping festival to combat issues like price chaos and counterfeit products [1][5][6]. Group 1: Company Actions - Wuliangye has issued its fourth consumer notice since November 2024, directly naming 46 unauthorized stores across six platforms, including Douyin and JD.com [1][6]. - Moutai has also released consumer reminders and listed its official sales channels, emphasizing the importance of purchasing from authorized sources [6][8]. - Guizhou Guotai Liquor has joined the initiative by advising consumers to choose official channels to protect their rights [8]. Group 2: Market Conditions - The current market is under pressure, with online prices for premium liquors like Moutai and Wuliangye dropping significantly, with Moutai priced as low as 1650 yuan per bottle and Wuliangye at 769 yuan [2][9]. - The price drop is attributed to aggressive promotional strategies on e-commerce platforms, which are impacting the pricing structure of premium liquor brands [9][11]. Group 3: Consumer Risks - Unauthorized sales channels pose risks to consumers, including the inability to verify product authenticity, quality assurance issues, and lack of official after-sales service [7][11]. - Wuliangye reported that 16.65% of the products it authenticated from e-commerce platforms were counterfeit, highlighting the prevalence of fake products [6][7]. Group 4: Industry Implications - The actions taken by leading liquor companies are seen as necessary defensive measures to maintain brand value and stabilize pricing amid market challenges [1][11]. - Industry analysts suggest that the focus on official channels is not an attempt to eliminate e-commerce but rather to clarify boundaries and protect both consumers and authorized distributors [11].