![]()
“滴滴富达，每一瓶都是真品，全平台最低价……”、“一分钱不赚，只为关注，一到就赚。” “双11”直播电商平台电商平台依然忙碌，“低价”、“诚信”、“正规渠道”等成为主播直播中反复强调的关键词。 This year's "Double 11" promotion cycle lasts one month, which is also called "The Longest Double 11 in History."在此期间，53度/500ml规格的飞天茅台电商补贴价跌破1700元大关，随后跌破1650元大关，随后出现了与官方价格相同的1499元抢购。 Some e-commerce platforms shouted even the "floor price" of 1,399 yuan (domestic version) sa live broadcast rooms of some e-commerce platforms. In addition, the subsidized price of the eighth generation PU5 of Wuliangye with the specification of 52 degree/500ml一度低于759元。记者注意到，上述门店并不在贵州茅台（600519.sh）、五粮液（000858.sz）此前公布的正规销售渠道之列。相比之下，去年“双11”期间，飞天茅台电商补贴最低价格在2000元左右变动，五粮液普乌最低补贴价格超过850元。如何看待电商低价促销？葡萄酒行业独立评论员肖竹青对本报表示，1499元的飞天茅台并不是“价格奇迹”，而是“库存折扣”。电商企业能以这个价格出售，是因为经销商和互联网平台将茅台作为“引流、高流动性的债券产品”来销售，而补贴只是在折扣上加了一层润滑剂。如果酒企继续沿用“买货、控价、再压货”的老活儿，就相当于毁掉了储备资源。tio, and the anchor price will only be looser and looser. In the end, it is difficult to handle even the terminal transaction price of 1,499 yuan.葡萄酒分析师蔡学飞向澎湃新闻表示，他个人认为，电商平台正在利用巨额补贴，将“双11”期间热门葡萄酒的价格压至历史低点。 In essence, they used popular wines as "ditch tools" to compete fortraffic.但这直接影响了酒企建立的长期价格体系，导致线下渠道销售困难，经销商库存压力增大。对于酒类企业来说，虽然短期内可以利用电商清理部分库存，但长期的价格混乱会削弱品牌价值，扰乱渠道生态，甚至导致假货泛滥的风险。葡萄酒企业需要在拥抱电商流量和维持价格稳定之间找到平衡点，比如开发独家线上产品、加强thening channel control to avoid falling into a vicious price war.纵观葡萄酒行业整体，在行业深度重组和市场需求疲软的情况下，多家酒企近期交出了十年来“最差”的三季报。与此同时，酒类企业面临着库存加速清理、价格反转明显、渠道普遍承压的现状。 “双11”促销期间，酒类电商补贴价格持续下降，也在一定程度上反映了行业的发展状况。飞天茅台、五粮液普物“双11”电商补贴价格回落，白酒企业主动规范渠道。 The annual "Double 11" is often a key window for low-price e-commerce promotions. Among them, the famous wines represented by Feitian Moutai have become an important category for many e-commerce companies toattract traffic.与最初的促销相比期间，不少电商平台上的热门酒类价格在补贴后继续呈下降趋势。记者注意到，在某头部直播平台上，主播普遍强调自己销售的飞天茅台是“滴滴保真，瓶装正品”，而且是“全平台最低价”。有主播表示，“我不赚一分钱，就是为了博眼球，一碰就赚钱”。在一些直播间，甚至有主播喊出了规格为53度/500ml的飞天茅台限时售价“1399元”。该主播还表示，该产品来自正规商户，正品，支持任意渠道验货，支持语音。在百亿补贴的电商官方渠道，53度/500ml规格的飞天茅台补贴价不到1640元/瓶。该频道还推出了限时活动销售1,499元。商品页面显示“官方身份”、“正品保证”等信息，销量为“已售出10000+”。该频道客服告诉记者，“高峰时段限购，补贴活动库存有限”。 52度/500ml规格的五粮液第八代PU5补贴价不到759元/瓶。产品页面还显示“官方正品”信息，销量为“全网畅销10000+”。在另一家知名电商平台，飞天茅台53度/500ml的百亿补贴价还不到1499元/瓶。商品页面显示“每周销售额增长2倍以上”、“官方最高补贴价329元，限购1件”、“本商品100%正品，假货可减10%”等，显示的销量为“总销量584,000+”。对应经营店客服告诉记者，“该产品无缺陷，支持拆箱验货。” It should be pointed out that the aforementioned low-price promotion stores or channels are not among the regular sales channels previously announced by Moutai and Wuliangye. As this year's "Double 11" approaches, many liquor companies such as Moutai, Wuliangye, Gotai Liquor Industry, Guizhou Xijiu, Shuijingfang, and Shede Liquor Industry have held inproactive and announced formal sales channels. Among them, Wuliangye directly named 46 unofficial authorized stores, involving six major platforms, and upgraded the "anti-counterfeiting" campaign. In addition, in the recently held performance briefing for the third quarter of 2025, regarding e-commerce low-price promotions, Kweichow Moutai Wang Li (acting as general manager) said, "Currently, the company is working hard to establish a green disposal channel for fake and infringing information with major online platforms, and cooperate with market regulatory authorities at all levels to promote cooperation of management.消费者会寻找正规、正规的渠道。”有线下企业家表示，“飞天的1760元是历史最低价。”该机构表示，酒类销售加速。记者还采访了多家线下酒类经销商。记者发现，目前飞天茅台53度/500ml规格的线下零售价普遍在1760元左右，五粮液普乌52度规格的价格普遍在1760元左右。 degree/500ml is generally around around 880 yuan. A wine seller in Shanghai told reporters, "Feitian's price of 1,760 yuan is the lowest price in history.平时没钱。 Compared to the cost of buying goods, the profit per bottle is only Pay 10 yuan to 20 yuan. "Regarding low-price online promotions, the entrepreneur said," for example, Moutai, which offers low-price subsidies online, may have the risk of recycled wine flowing into the platform.此外，最difficult thing is that when consumers buy fake wine, the process of rights protection will be complicated and take a long time. ”山东一位酒商告诉记者，他并不担心网上低价促销的效果。该商家表示，“以自己多年的经验，对飞天茅台还是有信心的，而且经过多年的积累，与客户的合作也很扎实。 Customers still prefer to choose formal channels for business gifts and wine. “从批发参考价来看，今年以来飞天茅台的批发价持续走低，跌破了2000元、1900元、1800元、1700元等多个重要关口。相比飞天茅台，五粮液的批量价格较小。”第三方平台“今日酒价”11月10日透露， 25-year-old Feitian Loose Bottle (53%/500ml) was the same as the previous day, at 1,640 yuan/bottle; Feitian Moutai volcano bott2025年原盒和2200元以上（52%/500ml）850元/瓶，报价高端加速调整，销量下降，报告和发明加速清仓仍拒绝备货，渠道库存减少，这更多是为了长期健康。
