In fact, the introduction of the e-commerce law in September 2018 means that all online alcohol sales have been brought under the scope of supervision - whether it is a large platform, a vertical e-commerce or an individual business.

Douyin influencers are no exception. However, the proliferation of fake red wine on the Douyin platform has been repeatedly banned.

According to a recent report by the China Food Safety Network, a wine importer in Shanghai was openly sold on Douyin under a fake brand. However, today's wine industry reporter searched for these three wines on the Douyin platform but failed, and they may have been removed from the shelves.

"Wine is expected to be banned soon, but it just escaped the ban temporarily because it is not as crazy as white wine. Those who are banned will soon switch to red wine and make it stink."

He also analyzed whether other alcoholic beverages will suffer from the same "fate" of being banned as white wine - "Beer has low profit margins and there is not much market for group purchases, so there should be no problem; it is estimated that rice wine will also be the next target, especially some high-end rice wines, but this may be good for rice wine category education. Experts are among the people, and experts are in speculation."

At a time when counterfeit and shoddy alcohol is rampant, many wine merchants who want to represent high-quality products suffer from not having a pair of "eagle eyes and golden eyes". Industry progress requires joint maintenance.

On June 12, the "Global Wine Industry Anti-Counterfeiting Alliance" was officially established in Beijing, aiming to protest against "counterfeiting" and "fake wine" behaviors with practical actions and clean up the industry development environment.