五粮液喊话拼多多，店铺卖假酒，业内称“线下苦拼多多久矣”

腾讯新闻棱镜03-14

图片来源：视觉中国特约作者|李米编辑|陈弗也出品|棱镜·腾讯小满工作室“该平台（指拼多多）多家店铺销售的五粮液产品为假冒，上述行为严重损害了五粮液声誉及消费者权益。”来不及等到“3·15”，3月13日晚，五粮液就发布公告打假，矛头直指拼多多。2019年以来，与拼多多高端名酒有关的真伪、品相问题一直争论不断，但鲜有酒企站出来“声讨”，五粮液是第一个站出来的全国性名酒品牌。“拼多多惹恼了五粮液们。”...

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磬石
03-15
磬石
你认为售假就售假了吗，拼多多百亿补贴，出现价格倒挂正常，差的钱，平台出钱补贴，你有证据售假，拼多多平台是支持假一罚十，直至关停该店铺，你完全可以出来打假，或起诉。

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The industry said, \"How long has it been hard to fight offline?\"","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"PDD":1},"content_text":"图片来源：视觉中国特约作者|李米编辑|陈弗也出品|棱镜·腾讯小满工作室“该平台（指拼多多）多家店铺销售的五粮液产品为假冒，上述行为严重损害了五粮液声誉及消费者权益。”来不及等到“3·15”，3月13日晚，五粮液就发布公告打假，矛头直指拼多多。2019年以来，与拼多多高端名酒有关的真伪、品相问题一直争论不断，但鲜有酒企站出来“声讨”，五粮液是第一个站出来的全国性名酒品牌。“拼多多惹恼了五粮液们。”白酒营销专家肖竹青这样评论道。公告发布后，第一时间就被大量酒商转发，其中不乏主营茅台酒的酒商，他们强调靠谱渠道的重要性。通常情况下，主营某一个品牌的酒商不会转发其他品牌相关消息，但这次例外。“在拼多多买到假酒的投诉太多了。”华南地区五粮液经销商张宇（化名）向作者分析。一位长期跟踪白酒市场的研究员则从酒企价格管控的角度推测：“拼多多上低价名酒销量增加，对线下市场产生了影响。”这场纷争看似发生在五粮液与拼多多之间，实际上是名酒现有价格体系与线上低价之间的积怨已久，线下酒商苦拼多多久矣。真假名酒，酒企与平台各执一词购买高端产品时，消费者往往最在意两个因素：价格、真伪。拼多多以低价著称，百亿补贴更是被称为高端消费品市场的“价格屠夫”，但由于多数高端品牌并未在拼多多开设官方店铺，至今有很多消费者对其产品真伪问题的疑虑未消。五粮液在3月13日晚间发布的公告中声明，尚未在拼多多平台开设“五粮液官方旗舰店”，也未授权任何商家在拼多多开设的店铺名称中使用“五粮液”。图片来源：五粮液官网“在拼多多开设店铺的一般是大酒商、大黄牛。”此前，《棱镜》报道《百亿补贴养肥了白酒黄牛党》曾详细分析拼多多百亿补贴的店铺。有酒商明确提到，经销商通常不敢在拼多多开设店铺，是因为跨区域销售、低价销售都属于酒企定义的违规行为。大品牌往往已经建立了成熟的渠道体系。在白酒行业，酒企直接供货的渠道有线上线下经销商、酒企直营店或电商以及大型团购客户。而各类烟酒行、回收黄牛等，作为社会酒商则需要向经销商买酒、同行酒商间调货或从消费者手中回收酒，真伪则只能依靠人工鉴定。拼多多商家入驻平台客服向《棱镜》作者表示，销售品牌方白酒需要取得授权，授权关系要可追溯至商标权利人。图片来源：与拼多多客服对话截图在电商平台运营白酒品牌店铺的麦子（化名）进一步解释道：“五粮液这样的品牌方就是商标方，比如他们给经销商的是一级授权，经销商再给其他人则是二级授权，电商平台一般只要求二级以内的授权即可。”这意味着在拼多多开设五粮液等名酒销售店铺，不需要直接取得品牌方同意，只需要有一级授权资格的经销商授权即可。不过，有五粮液销售公司工作人员表示：“有一家公司用的是假授权，把我们公司名字都写错了。”据多家媒体报道，拼多多称，对未获得相关品牌方许可、擅自冒用他人品牌的假冒商品处理非常严格，一旦核实，对于售假商家将进行严肃处罚。据《棱镜》作者了解，除百亿补贴产品之外，专职回收的黄牛通常拒收拼多多其他店铺名酒产品，甚至在回收信息中直言：“基本是假货。”拼多多的商品分为普通店铺商品、百亿补贴店铺商品。五粮液的公告中并未明确提到假冒产品是否出自百亿补贴。不过，拼多多百亿补贴同样争论缠身，除了百亿补贴名酒容易出现漏酒、外观损坏等品相问题外，黄牛套取平台补贴已经形成了一条产业链。有做回收的黄牛表示：“百亿补贴的商家基本不会主观恶意售假。因为进百亿补贴不容易，没必要为了蝇头小利放弃这块肥肉。但是商家提供的酒本来也是回收过来的，看走眼的概率也存在。”“惹恼了五粮液们”“这是中国互联网电商与传统酒业大佬发生矛盾的一个缩影。”肖竹青认为，电商渠道的销售规模只有传统渠道的10%左右，但是电商渠道价格对传统渠道的价格影响非常大。2月5日起，五粮液第八代普五的出厂价上调至1019元，且计划年内减量20%。通常情况下，提价以及减产会进一步挺价，但实际上终端销售价并未随之上升。3月14日，五粮液大单品第八代普五在酒商间的调货价为940元。在经销商体系内，五粮液有着严格的控价措施，低于970元销售则被视为低价，一旦被查，每箱酒会被扣减900元的补贴。据《棱镜》作者了解，五粮液给予经销商2%—3%营销考核奖励，综合下来经销商每瓶酒亏损20元左右，一旦取消补贴，亏损将进一步扩大。图片来源：拼多多页面截图在拼多多百亿补贴中，这个五粮液尚未管辖的地方，一瓶第八代普五低至876元，比五粮液规定的底线低了近100元。上述华南地区五粮液经销商张宇就无奈地表示：“酒的库存停留在经销商这里，消费者竞价的空间增多。而市场净化不够，经销商体系鱼龙混杂，导致各种乱象。”早在2019年拼多多百亿补贴上线飞天茅台酒之初，茅台曾对媒体回应并未向拼多多供应茅台酒。2022年“618”期间，多个电商平台出现低价售酒的现象，涉及到多个白酒品牌。贵州醇酒业有限公司、贵州省仁怀市夜郎谷酒业销售有限公司、贵州金沙窖酒酒业有限公司等多家酒企集体发布声明，称店铺未取得公司授权。作为知名品牌，五粮液没有选择通过媒体喊话，而是直接在官网发布公告，说明了其重视程度之深。2023年，“价格力”在电商平台的战略变动中屡次被提及，除了拼多多外，京东、淘宝均高调加码百亿补贴。据魔镜数据显示，2023年各大平台加大酒类补贴，茅台、五粮液、洋河、汾酒依次为酒类百亿补贴销售额top4品牌，其中茅台百亿补贴相关商品销售额占茅台整体销售比例接近30%，销售额同比增长超30倍。对于正艰难控价的品牌来说，百亿补贴已经成为不得不注意的存在。“拼多多未经五粮液授权推行低价吸引消费者眼球，特别是商品质量良莠不齐，所以损害了消费者权益，损害了品牌声誉，惹恼了五粮液们。”肖竹青总结道。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1},"commentList":[{"id":284362918236464,"gmtCreate":1710455318787,"gmtModify":1710455320522,"author":{"id":"3517855572737625","authorId":"3517855572737625","name":"磬石","avatar":"https://static.laohu8.com/default-avatar.jpg","vip":1,"crmLevel":1,"crmLevelSwitch":0,"authorIdStr":"3517855572737625","idStr":"3517855572737625"},"htmlText":"你认为售假就售假了吗，拼多多百亿补贴，出现价格倒挂正常，差的钱，平台出钱补贴，你有证据售假，拼多多平台是支持假一罚十，直至关停该店铺，你完全可以出来打假，或起诉。","listText":"你认为售假就售假了吗，拼多多百亿补贴，出现价格倒挂正常，差的钱，平台出钱补贴，你有证据售假，拼多多平台是支持假一罚十，直至关停该店铺，你完全可以出来打假，或起诉。","text":"你认为售假就售假了吗，拼多多百亿补贴，出现价格倒挂正常，差的钱，平台出钱补贴，你有证据售假，拼多多平台是支持假一罚十，直至关停该店铺，你完全可以出来打假，或起诉。","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/284362918236464","repostId":2419460119,"repostType":2,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"CN"}],"isCommentEnd":false,"newsSizeData":{"likeSize":0,"commentSize":1,"repostSize":1,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"deviceId":"web-server-community-laohu8-v3","version":"4.29.4","shortVersion":"4.29.4","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2419460119"}