Leading Chinese liquor brands are also starting to explore blockchain. Following attempts at high-end liquor traceability, this time they have taken a further step—establishing an independent digital technology company to officially engage in blockchain technology software development and service operations. The project scope also includes online live streaming business. This is a new move by traditional consumer brands in the Web3 era. Is live streaming commerce combined with product on-chain an exploration of new digital operation models? Or is it simply a trend-following concept? Many industry insiders are speculating about the true logic behind traditional companies entering this track. But regardless, the participation of large companies is indeed expanding the imagination space for blockchain application scenarios.