Core Viewpoint - Douyin is actively combating the sale of counterfeit and low-priced Moutai products on its platform, reflecting a broader effort within the liquor industry and e-commerce platforms to address issues of low pricing, counterfeit goods, and tax evasion [2][3][4]. Group 1: Douyin's Actions - Douyin has banned 600,000 accounts involved in selling counterfeit Moutai and low-priced products this year, and has removed over 2,000 illegal items and expelled 690 merchants in the last three months [2][4][6]. - The platform has initiated a series of announcements and actions targeting false marketing and unauthorized sales, including a warning on November 10 and a follow-up notice on November 11 detailing the focus on low-price gimmicks and false advertising [4][6]. - Douyin's crackdown has led to the disappearance of the previously common 1,499 yuan per bottle Moutai listings, with official flagship stores now listing prices above 1,700 yuan [3][6]. Group 2: Market Impact - The price of the 2024-2025 Moutai has risen to over 1,700 yuan, with older vintages exceeding 2,000 yuan, aligning with offline market prices [7]. - The crackdown has resulted in a shift in the e-commerce landscape for liquor, with authorized stores becoming more prominent and unauthorized sellers being removed from the platform [7][9]. - Other premium liquors, such as Wuliangye and Guojiao, still have products listed below 900 yuan, indicating ongoing pricing discrepancies in the market [7]. Group 3: Regulatory Environment - The implementation of the "E-commerce Tax" regulation on October 1, 2025, aims to combat issues like unreported sales and low-price dumping by requiring platforms to report merchant income [8]. - The liquor industry is witnessing a coordinated effort to establish a transparent and regulated e-commerce environment, with major brands releasing official lists of authorized sellers to guide consumers [9].