停货！罚款！断链接！酒企“铁腕手段”整治行业乱象

南方都市报2025-07-08

7月8日，市场传出一份《四川水井坊股份有限公司相关声明》，具体内容包括“臻酿八号500毫升装全渠道停货”“臻酿八号520毫升装在电商渠道将采取稳价值链及买赠管控等举措”“公司对6·18促销期间违反公司政策的客户和相关人员进行了严肃查处，包括但不限于罚款、停播断链接、终止合作等措施”等。对于上述文件及其内容，南都湾财社记者联系水井坊（600779.SH）相关工作人员，对方表示相关文件及其内容属实。...

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Fine! Broken link! Wine companies use \"iron fist measures\" to rectify industry chaos","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"300755":1,"600779":0.9,"002183":1,"000858":1},"content_text":"7月8日，市场传出一份《四川水井坊股份有限公司相关声明》，具体内容包括“臻酿八号500毫升装全渠道停货”“臻酿八号520毫升装在电商渠道将采取稳价值链及买赠管控等举措”“公司对6·18促销期间违反公司政策的客户和相关人员进行了严肃查处，包括但不限于罚款、停播断链接、终止合作等措施”等。对于上述文件及其内容，南都湾财社记者联系水井坊（600779.SH）相关工作人员，对方表示相关文件及其内容属实。水井坊在声明中表示：稳定渠道价格体系是工作重中之重，相关举措是为了进一步提振市场信心和产品价值，以支持水井坊核心产品的全渠道稳健发展。来源于网络截屏酒企纷纷停货，背后何种考虑？事实上，2025年开年以来，多家头部酒企陆续发布停货通知，包括习酒·窖藏1988、汾酒青花20、老白汾酒10、第三代珍十五、第八代五粮液、42度500ml国缘四开及对开、洋河海之蓝及天之蓝、泸州老窖全品系等白酒品牌纷纷传出暂停供货或严格配额管控的消息。停货背后，业界人士分析认为，酒企的战略不乏在行业调整周期中、终端价格不稳等背景下“控货挺价”的逻辑，也有去化渠道库存、保障经销商利润的考量。南都湾财社记者注意到，在今年3月初的泸州老窖经销商大会上，泸州老窖高管指出，要深刻认识“无利润无渠道”，坚决实施厂商一体行动，要全面加强价格物流管控，全面深化客户赋能服务，全面提升渠道利润效益。同时，公司高管强调要持续提升客户利润水平，实施控盘分利模式，保障经销商和终端客户利润。此外，五粮液高管谈及第八代五粮液的营销政策时也强调“要提升经销商盈利水平”，也有酒企在经销商大会上也强调“保障商家合理利润”，丰谷酒业亦在经销商大会上表示要“育商、扶商、富商、强商”。各大酒企纷纷强调“保障经销商利润”背后的逻辑，可从酒业流通商华致酒行（300755.SZ）、酒业分销商怡亚通（002183.SZ）等近期的业绩困境表现中窥见一二。数据显示，怡亚通净利润连续三年下滑、华致酒行2024年的净利润更是断崖式下滑，同比下跌超过80%。南都湾财社记者摄多位白酒行业人士就对记者表示：保障经销商赚钱，就意味着渠道经销商以及白酒终端门店有积极性去推销相关产品，也意味着酒企会加大力度做好“去库存”这道平衡题；反之，若渠道库存高企，则会存在经销商因资金周转等问题无奈甩货，从而压低终端价格，破坏白酒品牌好不容易建立起来的价格体系。行业乱象频出，多家酒企针对电商渠道发声臻酿八号500毫升装停货的同时，水井坊在7月8日的声明中还针对618促销、电商等发声，并提及流通乱象。水井坊表示，公司对618促销期间违反公司政策的客户和相关人员进行了严肃查处，包括但不限于罚款、停播断链接、终止合作等措施。同时，水井坊指出：臻酿八号其他规格，如500毫升单支/整箱、礼盒装等，在电商渠道上的销售也会严格遵守公司的价格政策，以保证市场价格体系的稳定。针对市场局部流通乱象，水井坊表示将持续升级完善相关管控举措和反应速度，在重点地区和渠道，水井坊将大幅增加人力物力投入，对违规流通产品第一时间进行查处及收货工作；对于扰乱市场秩序、危害渠道利益行为，严惩不贷；针对市场违规流通产品，以“应收尽收”原则，回收市场上的跨区跨渠道的流货。记者注意到，近期以来，五粮液（000858.SZ）、剑南春等酒企纷纷针对电商促销等发声。6月17日，五粮液在官网发布《致消费者的告知书（三）》称：今年1—5月，公司累计为电商平台消费者提供1610瓶五粮液产品的免费鉴定服务，经鉴定，其中假冒产品268瓶，占鉴定总数的16.65%。五粮液表示，经核查，有部分不法商家在传统电商平台打着“百亿补贴、折扣促销”，直播电商平台打着“限量秒杀、今日闪购”，即时零售平台打着“限时折扣”的旗号销售假冒五粮液产品。尤其是近期平台上出现的“光瓶第八代五粮液”产品，此类产品违反《食品安全法》规定，并涉嫌假冒。“公司从未向市场销售过‘光瓶第八代五粮液’产品，请谨慎购买。如有五粮液产品的消费需求，请通过五粮液官网公布的销售渠道购买，购买五粮液产品时务必索要发票等凭证。”五粮液在告知书中进一步指出。此前，五粮液两度发布《致消费者的告知书》，均是针对百亿补贴等发声。此外，剑南春也曾发表《致消费者告知书》表示，存在电商平台店铺的剑南春授权书是伪造的现象，经核查，采样的水晶剑南春来源繁杂，疑似回收拼凑销售，公司已组织对采样的水晶剑南春进行检测和分析。剑南春表示：部分非授权店铺或直播间为让消费者放松警惕，打着“假一罚十”“破价”“补贴”等名义进行销售，消费者购买后一旦遇到假冒伪劣商品或发现商品存在瑕疵，不仅退换货条件苛刻，无法兑现承诺，而且还面临店铺突然关闭，售后服务无法保障。从水井坊停货令，到泸州老窖“无利润无渠道”的疾呼，再到五粮液三发告知书打假，酒企正以控货做好“量价平衡”题，以透明溯源切断假酒供应链，以利润分配激活渠道活力……白酒调整周期下，酒企频频落地特殊策略，等待着破晓。采写：南都.湾财社记者 张海霞","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"-1","news_tag":"policyRegulatory","news_rank":0,"symbols":[],"gpt_button":1,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"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,"tenantId":"TBCN","deviceId":"web-server-community-laohu8-v3","version":"4.36.0","shortVersion":"4.36.0","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/2549542002","isCrawlerRequest":true}