Renhuai, Guizhou: Riding the “Live-Streaming Express” to Boost Jiang-Flavor Baijiu Sales

In recent years, liquor enterprises in Renhuai City, Zunyi City, Guizhou Province, have actively embraced new e-commerce trends. They have expanded online sales channels and adopted live-streaming commerce models. This shift has not only enhanced brand influence but also stimulated consumer demand, unlocking market potential and becoming an important new channel for Jiang-flavor Baijiu sales.

Internet celebrities host live streams at liquor enterprises

Photos by Yu Shenjun

Inside a liquor enterprise’s cellar in Renhuai, live-streamer He Xiaomin introduces Jiang-flavor Baijiu products to viewers through the live broadcast. With an authentic setting and a humorous sales style, her streams attract a large number of online consumers, with each session surpassing 20,000 views.

Internet celebrity anchor promotes culture and tourism in Moutai Town

Photos by Yu Shenjun

In addition to live-streaming sales, He Xiaomin has taken her live-streaming sessions to Moutai Town, where she introduces Renhuai’s scenic spots, Baijiu culture, and the stories behind Jiang-flavor Baijiu. Over the years, He Xiaomin has developed her personal brand and partnered with Moutai Town’s Baijiu brands, becoming a “star influencer” for Jiang-flavor Baijiu. Her efforts have drawn nationwide e-shoppers.

Beyond cultivating a personal IP for live-streaming sales, team-based operations have also emerged as a new trend in the live-streaming commerce model for Jiang-flavor Baijiu. Professional and high-frequency live-streaming models have proven to be effective sales tools for liquor enterprises.

Liquor Enterprises Conduct Live Broadcasts

Photos by Yu Shenjun

Today, live-streaming sales have become a burgeoning channel for liquor distribution, breaking the constraints of traditional sales models and presenting new opportunities and challenges alike. In 2024, Renhuai’s annual online transaction volume for Jiang-flavor Baijiu surpassed 180 billion yuan.