Kweichow Moutai has announced on its official website that the company's new policies will soon be published under the guidance of China National Development and Reform Commission and the local bureau of commodity prices in Guizhou Province.
Moutai's chairman Yuan Renguo said at the end of 2012 that the key task for Moutai is to prevent the retail market prices from decreasing.
Lawyer Han Liang says according to the China Anti-monopoly Law, a company is forbidden to set fixed or base prices for distributors. This is a price monopoly.
"Companies are not allowed to set minimum retail prices for distributors, this is what we call vertical price monopoly. It may mean that consumers have to pay higher prices for the product."
Media reports Moutai has punished three distributors for breaking the company's price discipline to sell Moutai liquors at lower prices. However, lawyer Han Liang says the punishment has broken the China Anti-monopoly Law. When being asked about the possible punishment, Han Liang says:
"One possible penalty that Moutai company will face is a fine. As for how much the fine will be, it's decided by the National Development and Reform Commission based on the current anti-monopoly law, it's probably 1 to 10 percent of the total sales revenue, so this is very harsh punishment."
Once Moutai changes its marketing polices, distributors will have certain autonomy in deciding the retail prices of Moutai. As the coming Spring Festival is traditionally a liquor consumption boom time, many distributors will prefer to clear inventories rapidly with low prices, something which is believed to affect the prices of high-end liquors to some degree.
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