Douyin responds that selling Maotai below market price will be fined: actually to crack down on "false low prices"

Regarding the rumors about the new rules on Douyin that "selling Maotai below market price will be punished, even if influencers subsidize themselves is not allowed," the related person in charge of Douyin e-commerce stated that the information is not true and is a misunderstanding. Recently, in response to consumer complaints about individual merchants and influencers using Maotai for false advertising and other violations in their marketing, Douyin e-commerce has launched a special campaign to crack down on false advertising, focusing on violations using "false low prices" as a gimmick to attract traffic, as well as suspiciously low prices on goods that may be counterfeit. During routine inspections, the Douyin e-commerce governance team found that some merchants were selling Maotai and other liquor products at prices even lower than the official factory prices, which cannot be explained by thin profit margins. Considering that liquor products involve consumer health, Douyin e-commerce has taken action against such merchants and influencers with unusually low prices. Currently, the platform has banned over 100 products with unusually low prices and restricted operations for 52 merchants.