A well-known skit actor surnamed pan “intoxicated the chairman of Maotai” and “won the pricing power of Maotai” in the live broadcast room, which aroused heated discussion among netizens. Everyone said, “now there is no lower limit for live broadcasting with goods?”
It is often seen. The red wine anchor is also an important part of selling Baijiu baijiu.
At the end of February this year, Chongqing police announced that they had cracked a huge case of manufacturing and selling fake Maotai, involving about 100 million yuan. Compared with other counterfeiting cases, this case has a huge amount and hired the “online celebrity” anchor to promote Maotai with high imitation.
Baijiu live with goods chaos repeatedly banned
“I have known the chairman of Maotai for more than ten years. I got him drunk last night and asked him to sign a contract to give me pricing power.”
This sentence was put down by a well-known skit actor surnamed pan when he was trying to sell Maotai Lunar New Year of the tiger liquor in front of the screen in a special live broadcast of drinks in early March. In the live broadcasting room, the table was filled with Maotai Chinese Zodiac wine. As the actor said, he urged the audience to place an order: “this Maotai Chinese Zodiac wine in the year of the tiger, the winery must lose money. The market price has been more than 40000 (a box), and I will sell it more than 20000.” “This kind of wine is produced only once a year. Drink one bottle less. It is very valuable for collection!”
In fact, the official selling price of Maotai lunar new year tiger wine is 2499 yuan / bottle, and the full box price is 14994 yuan / box. Even for the market price, at present, the original box of Maotai, the year of the tiger, only needs 4530 yuan / bottle, while the price of the actor’s live studio is 4799 yuan / bottle, which is actually much higher than the market price.
In March 15th, according to the official account of “Moutai time and space”, these statements were not true. As a 100 billion level enterprise with extremely strict management, it is absolutely impossible for today’s Maotai to sign the so-called “pricing right” with any institution or individual in a non-conforming way. The actor’s move involved false publicity.
At present, the actor has more than 25 million fans on a platform and has not been updated since March 1. In fact, in March 2021, the actor also sold a “golden wine” in the name of Wuliangye Yibin Co.Ltd(000858) during the live broadcast. However, golden wine is a branded health wine produced by giant group entrusted by Wuliangye Yibin Co.Ltd(000858) group health wine company, but the actor said that the product is Wuliangye Yibin Co.Ltd(000858) produced.
Selling Maotai live on the short video platform is not uncommon. Previously, Dangdang founder Li Guoqing also sold Maotai in the live broadcasting room, and the price was only 894 yuan a box. However, after careful exploration, it was found that the Maotai in Li Guoqing’s live broadcasting room was not the well-known Feitian Maotai wine, but a “Maotai” wine OEM by Maotai factory.
several Baijiu counterfeit dens were seized
Not long ago, Chongqing police just cracked a huge case of manufacturing and selling fake Maotai. It is preliminarily estimated that the amount involved is about 100 million yuan. The police seized more than 800 bottles of fake Maotai brand liquor, more than 3000 kilograms of base liquor to be filled, 14 sets of counterfeiting equipment and 27000 sets of packaging materials.
The gang attaches great importance to the counterfeiting process. In the process of counterfeiting, new equipment is used to realize the automatic operation of the labeling process. The anti-counterfeiting chip used is highly simulated and difficult to identify with the naked eye. In order to expand sales, it also hired “wanghong” to produce short videos identifying true and false Maotai brand liquor, register multiple accounts on an Internet short video platform, roll and play, and promote after accumulating popularity. According to the confession, the gang has successively produced and sold more than 20000 bottles of high imitation Maotai brand liquor.
In March 14th, the Hunan Market Supervision Bureau issued a batch of typical cases of cracking down on the enforcement of counterfeit and inferior Baijiu liquor. In July 9, 2021, according to the reports of the masses, the Yueyang County Market Supervision Bureau joint County Public Security Bureau conducted a law enforcement inspection of a commercial firm in Yueyang County, and seized 65 bottles of suspected “eighth generation” Wuliangye Yibin Co.Ltd(000858) Baijiu in its warehouse and stores. The Baijiu liquor group was certified by the Yibin Wuliangye Yibin Co.Ltd(000858) Group Co., Ltd. in Sichuan, which is a product of the registered trademark of counterfeit Wuliangye Yibin Co.Ltd(000858) . After investigation and verification, the firm’s director, Qu Moumou, bought the liquor from the mobile phone WeChat and bought the Baijiu liquor and sold some local stores and the value of the liquor was worth over 100 yuan.
Cigarette and liquor vendor in Changsha, Changsha, on January 21, 2021, according to the report of the people’s government, the Enforcement Bureau of Furong District of Changsha city conducted a field inspection of a certain cigarette restaurant in Lotus Garden Street, Furong district, Changsha. It found that 6 bottles (53%vol, Kweichow Moutai Co.Ltd(600519) ) of Baijiu liquor were marked inside and outside the sales cabinet, and the liquor was marked ” Kweichow Moutai Co.Ltd(600519) wine” in the bottle. After investigation and verification, the party concerned purchased 12 bottles of ” Kweichow Moutai Co.Ltd(600519) liquor” through recycling and outsourcing, sold 6 bottles, and the illegal business volume was 33600 yuan and the illegal income was 4800 yuan. The above ” Kweichow Moutai Co.Ltd(600519) liquor” is identified by Kweichow Moutai Co.Ltd(600519) liquor as a product infringing the exclusive right to use a registered trademark.
new regulations on live broadcasting issued
On March 15, the provisions of the Supreme People’s Court on Several Issues concerning the application of law in the trial of online consumption dispute cases (I) (hereinafter referred to as the provisions) will be officially implemented. The regulations pointed out that many common unfair and unreasonable standard clauses in practice will be deemed invalid according to law.
Among them, the regulations put forward new requirements for the delivery of webcast, making it clear that the platform operator should bear the liability for false publicity and compensation of the staff, and stipulating that the sales subject should be sufficient to enable consumers to distinguish. Otherwise, consumers have the right to claim that the operator of the webcast room should bear the responsibility of commodity sellers. The regulations also clearly stipulate the self responsibility of the live broadcast marketing platform, the advance liability when the operator of the live broadcast room is unable to provide real information, the joint liability for failing to fulfill the obligation of food business qualification examination, and the joint liability when knowing or should know the illegal act.
