Explosive Growth of Live-Streaming E-Commerce Among Moutai Distributors: Online Channels Reshape the Liquor Value Chain

1. Event Background and Core Data
   : A Moutai distributor started with 0 followers in September 2024, accumulated 80,000 followers through over 300 short videos, and achieved single live-stream sales of 4.54 million yuan (Video Account) and cumulative sales exceeding 16 million yuan (Douyin) [0]. Meanwhile, China’s live-streaming e-commerce market size reached 5.8 trillion yuan in 2024, with 833 million users; 85% of online shoppers have live-stream shopping habits [0], providing a broad market environment for the development of online liquor channels.

2. Analysis of Live-Streaming Characteristics for High-End Liquor
   : The average order value of Moutai’s live-stream sales ranges from 8,000 to 15,000 yuan, far higher than the industry average of 386 yuan [0], with a decision-making cycle of 25-30 days and a repurchase rate of 35-40% [0]. This reflects the ‘trust-based business’ characteristic of high-end liquor live-streaming: due to high product unit prices and cautious purchase decisions, consumers rely more on the professionalism and trustworthiness of hosts rather than mere price discounts.

3. Reshaping of the Value Chain by Online Channels
   : The traditional liquor industry value chain is characterized by multiple distributor levels and high channel costs. Live-streaming e-commerce reduces intermediate links and lowers sales costs by directly connecting brands/distributors with consumers; meanwhile, short videos and live-stream content can more intuitively convey product culture, brewing processes, etc., enhancing brand awareness and consumer stickiness. The successful case of Moutai distributors shows that online channels can effectively expand the sales scope of high-end liquor and improve marketing efficiency.

1. Core Role of Trust Economy in Onlineization of High-End Liquor
   : As a representative of high-end liquor, Moutai’s high average order value and repurchase rate in live-stream sales verify that trust is the key to online conversion of high-end liquor. The professional image and trust accumulated by hosts through long-term content output are core factors to break through the bottleneck of online sales of high-end liquor.

2. Impact of Live-Streaming E-Commerce on Liquor Channel Pattern
   : The rise of online channels does not replace traditional channels but becomes an important supplement. High-end liquor still needs experiential services and brand display from traditional channels, but live-streaming e-commerce can cover a wider range of potential consumers, especially with stronger penetration among young groups, which is conducive to the long-term growth of the brand.

3. Data-Driven Operation Strategy
   : The Moutai distributor accurately positioned target users through over 300 short videos, accumulated 80,000 followers, and achieved explosive growth in sales [0]. This shows that liquor enterprises and distributors need to pay attention to content operation and user portrait analysis, and improve online sales results through data-driven strategies.

1. Data Verification Risk
   : Some sales data and industry data in this event have not found public verification information [0], and their accuracy needs to be further verified.
2. Trust Maintenance Risk
   : High-end liquor live-streaming relies on trust; if hosts or distributors have credibility issues, it may have a greater impact on brand image and sales.
3. Policy Regulatory Risk
   : As a special consumer product, the liquor industry may face stricter policy supervision for online sales, and relevant policy changes need to be paid attention to.

1. Market Scale Opportunity
   : China’s live-streaming e-commerce market size reached 5.8 trillion yuan in 2024 [0], providing a huge market space for the onlineization of liquor.
2. Brand Youthification Opportunity
   : Live-streaming e-commerce can effectively reach young consumer groups, helping high-end liquor brands to become younger and optimize user structure.
3. Channel Efficiency Improvement Opportunity
   : Live-streaming e-commerce reduces intermediate links, lowers sales costs, and improves marketing efficiency, creating greater profit space for distributors and enterprises.

This analysis focuses on the successful case of live-streaming e-commerce by Moutai distributors and explores the role of online channels in reshaping the value chain of the traditional liquor industry. Core information includes:

• Moutai distributors achieved single live-stream sales of 4.54 million yuan (Video Account) and cumulative sales exceeding 16 million yuan (Douyin), with an average order value of 8,000-15,000 yuan [0]
• China’s live-streaming e-commerce market size reached 5.8 trillion yuan in 2024, with 833 million users [0]
• The ‘trust-based business’ characteristic of high-end liquor live-streaming is significant, with a repurchase rate of 35-40% [0]
• Online channels can reduce intermediate links, lower sales costs, and expand sales scope

The rise of online channels has brought new opportunities and challenges to the liquor industry. Enterprises and distributors need to pay attention to content operation, trust establishment, and data-driven strategies to adapt to industry development trends.

Note: This article involves some unpublicly verified data and should be referenced with caution.