The 113th National Sugar and Alcoholic Drinks Fair in Nanjing witnessed a striking shift: ubiquitous live-streaming. Attendees, from manufacturers to distributors, became broadcasters, reshaping this traditional B2B event into a digital carnival.

This trend democratizes the industry. Live-streaming allows producers, especially smaller regional brands, to bypass traditional channels and connect directly with consumers. A successful stream can build hype, foster brand loyalty, and drive immediate sales, shortening the path from exposure to purchase. As one industry expert noted, the fair has become a "live-streaming festival," highlighting new media's equalizing power.

However, pitfalls exist. An overemphasis on viewer counts can mask poor sales conversion and strain logistics, damaging brand reputation. Heavy reliance on short-term discounts and "hit products" can erode price structures and dilute the value of premium brands. Furthermore, the focus on broadcasting risks marginalizing the fair's core value: deep industry networking and professional exchange.

Ultimately, live-streaming is a tool, not a cure-all. The industry's future lies in using it strategically to build genuine consumer relationships and sustainable supply chains. Forward-thinking companies are already exploring "live-streaming +" models, integrating it with tastings, brand storytelling, and user community building. While streaming creates instant buzz, long-term success still depends on product quality, consumer respect, and market understanding.