Original Title: Wuliangye "Boom": "10 billion subsidies" have fake wine!
The longest "Double 11" in history has just come to an end.
The reporter learned from the official website of Wuliangye that the "Notification of Consumers to Wuliangye Consumers (2)" released by Wuliangye shows that the companys 148 bottles of products purchased by consumers online platformsThe proportion of counterfeit products is 12%.
In the context of the continuous cooling of the current high -end liquor consumption, the price of liquor price "inverted" is no longer rare, and wine companies have adopted stop goods to protect the price of channel confidence.However, the e -commerce platform is contrary to the interest of the stable price of wine companies through subsidies.Since the beginning of this year, alcoholic companies such as Jiannanchun and Wuliangye have publicly pointed their finger at the relevant e -commerce platforms.
Industry insiders pointedThe brand will cause a certain impact.
Wuliangye posted again "Boom Boom"
On November 13, Wuliangye again released Consumers of Wuliangye again.The notice said that the companys 148 bottles of product appraisal purchased by consumers online platforms found a total of 18 bottles of counterfeit products, accounting for 12%of the total number of appraisal.Wuliangye said that according to the purchase voucher provided by consumers, it was found that the 14 bottles of counterfeit products from the shops in a large e -commerce platform "10 billion subsidy" channel account for 77%of the total number of counterfeit products. The remaining 4 bottles are from other e -commerce companies.The shops in the platform, the above -mentioned fake stores are not the stores in the sales channels in Wuliangye.
Wuliangye said that through this free appraisal activity, it is found that many bad merchants still use e-commerce platforms to sell counterfeit companies productsThe legitimate rights and interests of consumers.Wuliangye reminds consumers to buy through the sales channels released by Wuliangyes official website. When purchasing Wuliangye products, please ask for vouchers such as invoices.The company will continue to increase its rights with consumers and continue to do free appraisal services.
Just in early November, Wuliangye issued a notification of consumers that recently received many consumers about Wuliangye products purchased on some e -commerce platform "10 billion subsidies"Inquiry, Wuliangye reminds consumers, please buy through the sales channels announced by the companys official website. When purchasing Wuliangye products, please ask for vouchers such as invoices.At the same time, Wuliangye stated in the notice that it has established a number of free appraisal service stations in Wuliangye products across the country. Consumers can choose to obtain free appraisal services on the nearest site after purchasing Wuliangye products.
Since this year, Wuliangye has repeatedly released a statement of selling liquor products for selling liquor products many times.In March of this year, the official website of Wuliangye issued a statement saying that recently, the company received a number of consumers authenticity of Wuliangye products purchased from a platform from a platform. After verification by the company, Wuliangye products sold by multiple stores on the platform are counterfeit.The behavior seriously damaged the reputation of Wuliangye and consumer rights.
Wuliangye said that at present, the company has not opened the "Wuliangye official flagship store" on the platform, and has not authorized any merchant to use "Wuliangye" in the store name opened by the platform.
Wuliangye further stated that the company will continue to investigate the behavior of selling counterfeit Wuliangye products on e -commerce platform stores. Once such illegal stores are found, they will be illegal stores and e -commerce companies with faults.The platform adopts administrative reports, complaints or judicial channels to seriously investigate its legal responsibilities to safeguard the legitimate rights and interests of consumers.
Jian Nanchun also posted a "Boom Boom"
In October this year, Jiannanchun also publicly issued a direct point of electricityThe source of subsidy products sold by the business platform is complicated. "Suspected to be sold for recycling", the contradiction between wine companies and e -commerce platforms has become increasingly intensified.
Jian Nanchuns announcement stated that the company received a number of consumers feedback, saying that the 52 ° Crystal Sword Nanchun (500ml, 558ml) purchased on the e -commerce platform was questioned.Unknown or suspected of fakes and inferiority, actively asked the shop product source channels. The store provided consumers with a letter of authorization of Jiannanchun. Consumers verified the authenticity of the authorized letter from the company.
In the industrys opinion, Jiannanchuns move is a counterattack on low -cost promotions of e -commerce.Jiannanchuns announcement states that in order to ensure the legitimate rights and interests of consumers, the company samples the Crystal Sword Nanchun sold by multiple shops subsidized by various e -commerce platforms. After preliminary verification, the sample crystal sword Nanchun source is complicated.Detect and analyze the sample crystal sword Nanchun.
Jiannanchun said that some non -authorized shops or live broadcast rooms are sold in the name of "fake one penalty ten", "subsidy" and other names to relax their vigilance.Once consumers are purchased, once they encounter fake and shoddy products or discovery products, they will not only be risks such as the risks such as the risks such as the risks of the return and the inability to guarantee that the return of the store will not be fulfilled, but also faces the risks of sudden closing and after -sales service, which leads to infringement of its legitimate rights and interests.
Jiannanchun also said that the company has established Sichuan Yunjiannan Electronic Commerce Co., Ltd., Mianzhu Yunjiannan E -commerce Co., Ltd.Series of products on the sales and service of e -commerce platforms.As of now, Jiannanchun has opened the official flagship store of Jiannanchun in JD, Tmall, and Douyin, and has launched direct authorization cooperation with JD.coms self -employment and Tmall supermarket.The dealer information (including the prefix) displayed by the dimension is "Sichuan Yunjiannan Electronic Commerce Co., Ltd." or "Mianzhu Yunjiannan Electronic Commerce Co., Ltd.".
How to break the price difference?
With the rapid development of the e -commerce platform, e -commerce channels are gradually becoming a new channel for sales in the liquor industry, but the e -commerce platform attracts consumers through discounts, full reduction and other formsAs a result, the price of online products has long been lower than offline dealers.
During the "Double 11" period this year, the price of Feitian Maotai of the e -commerce platform once fell near 2,000 yuan, forming a large price difference with the price of offline dealer platforms.
Director of the Central Plains Fund and executive partner Jin Yafeng told a reporter from the Securities Times that traffic and low prices are always the core of e -commerce platforms.The drainage depends on the accumulation, the second depends on the purchase, and the three depends on the low price.If you have insufficient accumulation and current expenses, you can only support the price, and the low price will definitely destroy the offline circulation price order, causing the conflict between manufacturers.The low price is not only the past, but it is still the bottom support.Both Alibaba and JD.com have emphasized the return of users and the price, and the point is still at the price.
In fact, the e -commerce platform has increased the transaction of liquor products through "subsidies" and "promotion", which is conducive to liquor destocking to a certain extent, but wine companies need noodlesThe right is the impact of continuous low -cost strategies from e -commerce platforms on offline dealers.Zhang Yu, deputy chairman of Wuliangye, said that the rapid development of e -commerce has brought new economic growth points to corporate development.However, due to factors such as the incomplete e -commerce platform review mechanism in the sales process of famous liquor networks and inadequate business supervision, online infringement behaviors have frequently appeared in the fields of e -commerce platforms, live broadcasts, and circle of friends.Legal rights and intellectual property rights.
How can we resolve the contradiction between e -commerce, dealers and wine companies?Jin Yafeng believes that you need to start from three aspects: one is that the wine company should try to maintain the consistency of the two -line price as much as possible, and the activity is unified; the second is that under the same product, the wine company should be separated by the packaging specifications to create an online confession;The third is to focus on brand IPs, wine companies need to extend the development of fashion, cultural and creative products, and sell exclusive online.
In the current stock competition pattern, products are still the most basic element.CITIC Securities believes that the brand power based on products and channels is the vitality of wine companies.Under the current trend, wine companies need to be closer to consumers, and actively respond to channels and consumer changes: adapting to more intense ecosystems in traditional sales channels, do a good job of price management and channel digitalization;Dealers are diversified, using online platforms to influence young consumer groups; continuously invested in cultivating consumer groups on group purchase channels, and improved consumers awareness of the brand through the setting of offline consumption scenarios.
Responsible editor: Wan Jianyi
School pair: Yang Lilin
