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茅台诉1919低价倾销各执一词

来源: 南方日报网络版     时间: 2019年09月18日 07:15:13
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(方)(在)(“低)(价)(倾)(销)(”的)(事)(实)(调)(查)(上)(各)(执)(一)(词)(,情)(况)(复)(杂)(,拿)(出)(调)(查)(结)(论)(尚)(需)(时)(日)(。  酒)(类)(电)(商)(成)(长)(之)(迅)(速)(,使)(传)(统)(的)(白)(酒)(行)(业)(感)(觉)(到)(威)(胁)(,但)(互)(联)(网)(潮)(流)(席)(卷)(之)(下)(,新)(旧)(渠)(道)(应)(从)(对)(立)(走)(向)(合)(作)(。业)(内)(人)(士)(认)(为)(,酒)(类)(电)(商)(亟)(须)(摸)(索)(出)(一)(套)(“游)(戏)(规)(则)(”,令)(各)(方)(受)(益)(。  茅)(台)(干)(上)(1919  渠)(道)(大)(战)(白)(热)(化)(  11月)(10日)(,四)(川)(壹)(玖)(壹)(玖)(酒)(类)(供)(应)(链)(管)(理)(股)(份)(有)(限)(公)(司)((以)(下)(简)(称)(“1919”)发)(布)(的)(一)(则)(公)(告)(在)(白)(酒)(行)(业)(内)(引)(起)(不)(小)(波)(澜)(:“公)(司)(接)(到)(四)(川)(省)(工)(商)(行)(政)(管)(理)(局)(通)(知)(,称)(贵)(州)(茅)(台)(酒)(股)(份)(有)(限)(公)(司)(投)(诉)(公)(司)(低)(价)(倾)(销)(53度)(飞)(天)(茅)(台)(,要)(求)(公)(司)(到)(四)(川)(省)(工)(商)(行)(政)(管)(理)(局)(接)(受)(调)(查)(。”  此)(时)(,正)(值)(“双)(十)(一)(”网)(购)(狂)(欢)(的)(前)(夜)(,无)(论)(是)(酒)(企)(、经)(销)(商)(还)(是)(电)(商)(平)(台)(,都)(正)(在)(积)(极)(备)(战)(。一)(则)(公)(告)(,全)(面)(打)(响)(了)(白)(酒)(新)(旧)(渠)(道)(之)(间)(的)(又)(一)(轮)(“战)(争)(”。  事)(实)(上)(,此)(番)(投)(诉)(并)(非)(贵)(州)(茅)(台)(首)(度)(向)(酒)(类)(电)(商)(“发)(难)(”。今)(年)(8月)(,茅)(台)(曾)(在)(官)(网)(公)(告)(,表)(示)(与)(酒)(仙)(网)(、中)(酒)(网)(、购)(酒)(网)(、我)(买)(网)(等)(电)(商)(平)(台)(无)(合)(作)(关)(系)(,“其)(进)(货)(渠)(道)(无)(从)(知)(晓)(”。  11月)(6日)(,茅)(台)(再)(次)(以)(“敬)(告)(消)(费)(者)(”的)(形)(式)(,点)(名)(1919、中)(酒)(网)(、购)(酒)(网)(、酒)(仙)(网)(等)(国)(内)(几)(大)(主)(要)(酒)(类)(电)(商)(,并)(称)(对)(部)(分)(电)(商)(平)(台)(的)(低)(价)(倾)(销)(行)(为)(会)(通)(过)(相)(关)(部)(门)(依)(法)(维)(权)(。  当)(天)(,五)(粮)(液)(、剑)(南)(春)(、郎)(酒)(等)(名)(酒)(也)(发)(布)(了)(类)(似)(公)(告)(,申)(明)(哪)(些)(电)(商)(平)(台)(未)(受)(酒)(企)(认)(可)(。  随)(后)(茅)(台)(向)(四)(川)(省)(工)(商)(局)(进)(行)(了)(投)(诉)(,表)(明)(其)(维)(权)(并)(非)(说)(说)(而)(已)(,而)(是)(动)(真)(格)(了)(。  根)(据)(公)(告)(,1919承)(诺)(将)(以)(书)(面)(方)(式)(向)(四)(川)(省)(工)(商)(局)(回)(复)(。不)(过)(,1919的)(“双)(十)(一)(”促)(销)(活)(动)(看)(上)(去)(未)(受)(丝)(毫)(影)(响)(,其)(主)(推)(的)(促)(销)(价)(1111元)(的)(53度)(飞)(天)(茅)(台)(和)(52度)(五)(粮)(液)(组)(合)(,在)(活)(动)(的)(头)(一)(个)(小)(时)(内)(就)(被)(抢)(购)(一)(空)(。其)(他)(电)(商)(平)(台)(上)(,也)(曝)(出)(了)(53度)(飞)(天)(茅)(台)(699元)(/瓶)(、52度)(五)(粮)(液)(499元)(/瓶)(、10年)(红)(花)(郎)(199元)(/瓶)(等)(绝)(对)(低)(价)(。  目)(前)(,这)(起)(投)(诉)(的)(调)(查)(工)(作)(仍)(在)(进)(行)(中)(。“在)(‘低)(价)(倾)(销)(’的)(事)(实)(调)(查)(上)(,双)(方)(各)(执)(一)(词)(,情)(况)(复)(杂)(。”四)(川)(省)(工)(商)(局)(有)(关)(人)(士)(告)(诉)(《经)(济)(参)(考)(报)(》记)(者)(,拿)(出)(调)(查)(结)(论)(仍)(需)(时)(日)(。  电)(商)(大)(打)(“低)(价)(牌)(”戳)(中)(酒)(企)(痛)(处)(  国)(内)(酒)(类)(电)(商)(在)(短)(短)(几)(年)(内)(迅)(速)(做)(大)(,完)(全)(得)(益)(于)(其)(灵)(活)(的)(价)(格)(策)(略)(。如)(今)(,也)(正)(是)(因)(为)(低)(价)(扰)(动)(了)(白)(酒)(企)(业)(的)(敏)(感)(神)(经)(,令)(酒)(类)(电)(商)(深)(陷)(维)(权)(纷)(争)(。  近)(年)(来)(,酒)(类)(电)(商)(急)(速)(发)(展)(,可)(谓)(“生)(逢)(其)(时)(”。2013年)(初)(,白)(酒)(行)(业)(开)(始)(深)(度)(调)(整)(,尤)(其)(是)(高)(端)(名)(酒)(滞)(销)(,导)(致)(一)(些)(经)(销)(商)(迫)(于)(压)(力)(出)(货)(外)(逃)(,从)(而)(使)(名)(酒)(价)(格)(“高)(台)(跳)(水)(”,部)(分)(产)(品)(甚)(至)(遭)(遇)(价)(格)(“腰)(斩)(”。  这)(种)(情)(况)(下)(,以)(酒)(仙)(网)(为)(代)(表)(,刚)(刚)(在)(行)(业)(内)(占)(据)(一)(席)(之)(地)(的)(白)(酒)(垂)(直)(电)(商)(,迅)(速)(靠)(低)(价)(名)(酒)(聚)(集)(人)(气)(。天)(猫)(、京)(东)(、苏)(宁)(等)(大)(型)(综)(合)(电)(商)(平)(台)(也)(继)(续)(跟)(进)(。到)(今)(年)(初)(,电)(子)(商)(务)(已)(经)(成)(为)(白)(酒)(业)(人)(士)(口)(中)(不)(可)(回)(避)(的)(话)(题)(。  以)(拥)(有)(全)(渠)(道)(业)(务)(的)(1919为)(例)(,今)(年)(上)(半)(年)(,1919实)(现)(营)(业)(收)(入)(2.62亿)(元)(,同)(比)(增)(长)(82.12%;净)(利)(润)(同)(比)(增)(长)(45.26%。今)(年)(8月)(,1919登)(陆)(“新)(三)(板)(”,成)(为)(国)(内)(资)(本)(市)(场)(第)(一)(家)(酒)(类)(销)(售)(行)(业)(公)(司)(。  正)(当)(酒)(类)(电)(商)(发)(展)(顺)(风)(顺)(水)(之)(时)(,传)(统)(白)(酒)(经)(销)(商)(开)(始)(向)(线)(上)(渠)(道)(步)(步)(紧)(逼)(。从)(去)(年)(起)(,郎)(酒)(、茅)(台)(等)(先)(后)(与)(1919、酒)(仙)(网)(等)(“掐)(架)(”。其)(背)(后)(正)(是)(新)(旧)(销)(售)(渠)(道)(激)(烈)(的)(利)(益)(争)(夺)(。  业)(内)(人)(士)(透)(露)(,白)(酒)(行)(业)(的)(经)(销)(体)(系)(沿)(袭)(已)(久)(,尽)(管)(电)(商)(平)(台)(能)(帮)(助)(经)(销)(商)(缓)(解)(库)(存)(压)(力)(,但)(它)(对)(经)(销)(体)(系)(的)(破)(坏)(也)(是)(巨)(大)(的)(。1919董)(事)(长)(杨)(陵)(江)(在)(接)(受)(记)(者)(采)(访)(时)(曾)(毫)(不)(讳)(言)(,1919销)(售)(的)(产)(品)(80%来)(自)(跨)(省)(采)(购)(,从)(而)(实)(现)(价)(格)(优)(势)(。  一)(位)(天)(津)(的)(泸)(州)(老)(窖)(经)(销)(商)(告)(诉)(记)(者)(,他)(曾)(在)(酒)(仙)(网)(上)(查)(询)(过)(自)(己)(代)(理)(的)(酒)(品)(,发)(现)(价)(格)(便)(宜)(近)(20%。“我)(向)(厂)(家)(反)(映)(了)(这)(个)(问)(题)(,但)(他)(们)(也)(没)(有)(给)(我)(明)(确)(的)(说)(法)(。”  “酒)(企)(最)(怕)(经)(销)(体)(系)(被)(扰)(乱)(,而)(且)(名)(酒)(的)(价)(格)(制)(定)(遵)(循)(一)(定)(规)(则)(,但)(电)(商)(往)(往)(要)(打)(‘价)(格)(牌)(’,这)(是)(两)(者)(的)(矛)(盾)(。”中)(国)(酒)(类)(流)(通)(协)(会)(副)(会)(长)(杨)(成)(刚)(认)(为)(,市)(场)(体)(系)(一)(旦)(混)(乱)(,甚)(至)(可)(能)(引)(发)(产)(品)(退)(市)(,因)(此)(酒)(企)(必)(定)(是)(希)(望)(维)(护)(好)(市)(场)(体)(系)(。  更)(为)(关)(键)(的)(是)(,尽)(管)(酒)(类)(电)(商)(蓬)(勃)(增)(长)(,但)(统)(计)(显)(示)(,去)(年)(白)(酒)(的)(线)(上)(销)(售)(额)(仍)(然)(仅)(占)(酒)(类)(整)(体)(市)(场)(份)(额)(的)(1%,专)(卖)(店)(、卖)(场)(、酒)(商)(等)(传)(统)(渠)(道)(仍)(将)(长)(期)(占)(据)(主)(流)(。一)(系)(列)(的)(维)(权)(事)(件)(也)(表)(明)(,白)(酒)(企)(业)(最)(终)(还)(是)(出)(手)(稳)(住)(了)(经)(销)(商)(。  竞)(争)(还)(是)(合)(作)(游)(戏)(规)(则)(亟)(待)(建)(立)(  按)(照)(业)(内)(普)(遍)(预)(期)(,未)(来)(白)(酒)(电)(商)(销)(售)(份)(额)(将)(超)(过)(酒)(类)(整)(体)(销)(量)(的)(10%。这)(意)(味)(着)(,即)(便)(以)(当)(前)(的)(年)(销)(售)(额)(来)(计)(算)(,白)(酒)(“触)(电)(”将)(是)(一)(块)(高)(达)(500亿)(元)(的)(市)(场)(“蛋)(糕)(”。  杨)(成)(刚)(看)(来)(,白)(酒)(电)(商)(就)(好)(像)(打)(车)(软)(件)(,两)(三)(年)(前)(还)(是)(无)(法)(想)(象)(的)(事)(,但)(如)(今)(已)(处)(在)(激)(烈)(的)(同)(业)(竞)(争)(之)(中)(了)(。“白)(酒)(电)(商)(前)(景)(难)(以)(预)(测)(,未)(来)(各)(种)(应)(用)(场)(景)(还)(将)(不)(断)(涌)(现)(,肯)(定)(将)(带)(来)(行)(业)(诸)(多)(变)(革)(。”  电)(商)(化)(之)(下)(,最)(大)(的)(变)(革)(莫)(过)(于)(白)(酒)(销)(售)(体)(系)(将)(更)(趋)(扁)(平)(化)(。天)(猫)(时)(尚)(生)(活)(部)(总)(经)(理)(文)(珠)(认)(为)(,越)(来)(越)(多)(的)(酒)(企)(“触)(电)(”加)(速)(了)(酒)(类)(销)(售)(渠)(道)(的)(去)(中)(介)(化)(,使)(得)(传)(统)(的)(直)(线)(型)(供)(应)(链)(转)(变)(为)(以)(客)(户)(为)(中)(心)(的)(闭)(合)(式)(供)(应)(圈)(。  “传)(统)(厂)(家)(不)(研)(究)(电)(商)(绝)(对)(是)(等)(死)(,但)(盲)(目)(介)(入)(也)(是)(找)(死)(。”泸)(州)(老)(窖)(董)(事)(局)(主)(席)(谢)(明)(的)(这)(番)(话)(代)(表)(了)(当)(前)(许)(多)(酒)(企)(看)(待)(白)(酒)(电)(商)(时)(的)(复)(杂)(心)(态)(。白)(酒)(电)(商)(化)(亟)(须)(探)(索)(出)(一)(些)(好)(的)(模)(式)(。  目)(前)(,各)(家)(名)(酒)(企)(业)(均)(积)(极)(布)(局)(自)(营)(电)(商)(渠)(道)(。茅)(台)(目)(前)(拥)(有)(茅)(台)(商)(城)(、天)(猫)(茅)(台)(官)(方)(旗)(舰)(店)(、苏)(宁)(易)(购)(茅)(台)(商)(城)(官)(方)(旗)(舰)(店)(等)(八)(大)(自)(营)(平)(台)(,同)(时)(授)(权)(京)(东)(销)(售)(茅)(台)(产)(品)(。今)(年)(“双)(十)(一)(”,茅)(台)(各)(个)(线)(上)(官)(方)(渠)(道)(实)(现)(了)(300余)(万)(元)(的)(销)(售)(业)(绩)(,较)(去)(年)(增)(加)(了)(近)(四)(倍)(。  酒)(企)(也)(选)(择)(性)(地)(和)(一)(些)(电)(商)(平)(台)(建)(立)(合)(作)(关)(系)(。今)(年)(6月)(,五)(粮)(液)(与)(京)(东)(签)(署)(战)(略)(合)(作)(协)(议)(,不)(仅)(提)(供)(旗)(下)(白)(酒)(产)(品)(在)(京)(东)(销)(售)(,还)(将)(一)(起)(进)(行)(市)(场)(调)(研)(、产)(品)(测)(试)(,对)(O2O模)(式)(进)(行)(深)(入)(探)(讨)(,创)(建)(线)(上)(线)(下)(一)(体)(化)(销)(售)(网)(络)(体)(系)(等)(合)(作)(。  同)(时)(,许)(多)(酒)(企)(也)(努)(力)(尝)(试)(摆)(正)(新)(旧)(渠)(道)(的)(关)(系)(。记)(者)(了)(解)(到)(,一)(种)(较)(为)(普)(遍)(的)(做)(法)(是)(在)(线)(上)(渠)(道)(消)(化)(库)(存)(产)(品)(,或)(者)(在)(线)(上)(发)(布)(定)(制)(、专)(供)(产)(品)(,以)(差)(异)(化)(营)(销)(的)(手)(段)(淡)(化)(不)(同)(渠)(道)(间)(的)(矛)(盾)(。  相)(应)(地)(,电)(商)(平)(台)(也)(通)(过)(树)(立)(“底)(线)(思)(维)(”安)(抚)(厂)(家)(的)(情)(绪)(。“多)(给)(消)(费)(者)(带)(来)(一)(些)(实)(惠)(,相)(较)(商)(超)(、饭)(店)(而)(言)(,但)(不)(要)(突)(破)(厂)(家)(的)(底)(线)(。”中)(酒)(网)(董)(事)(长)(赖)(劲)(宇)(表)(示)(,以)(价)(低)(取)(胜)(的)(模)(式)(并)(不)(健)(康)(,今)(后)(可)(能)(更)(多)(地)(要)(谋)(求)(与)(传)(统)(渠)(道)(“合)(作)(共)(生)(”。  不)(过)(,在)(没)(有)(了)(绝)(对)(的)(价)(格)(优)(势)(后)(,酒)(类)(电)(商)(如)(何)(在)(市)(场)(中)(确)(立)(自)(身)(地)(位)(,也)(尚)(待)(探)(索)(。四)(川)(省)(社)(科)(院)(研)(究)(员)(、白)(酒)(经)(济)(专)(家)(杨)(柳)(认)(为)(,白)(酒)(发)(展)(电)(商)(并)(非)(简)(单)(地)(把)(产)(品)(拿)(到)(网)(上)(买)(,而)(是)(在)(于)(运)(用)(互)(联)(网)(思)(维)(,实)(现)(产)(品)(与)(销)(售)(的)(分)(众)(化)(。点)(击)(进)(入)(【股)(友)(会)(】参)(与)(讨)(论)(
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