It is reported that in a special live broadcast of liquor in early March, Pan Changjiang worked hard to sell Maotai Lunar New Year of the tiger liquor in front of the screen. "I have known the chairman of Maotai for more than ten years. I got him drunk last night and asked him to sign a contract to give me pricing power." Pan Changjiang said while urging the audience to place an order: "this Maotai Lunar New Year of the tiger wine, the winery must lose money. The market price has been more than 40000 (a box), and I will sell it more than 20000." "This kind of wine is produced only once a year. Drink one bottle less. It is very valuable for collection!" A person close to Maotai disclosed that the so-called "Pan Changjiang has known the chairman of Maotai for more than ten years" does not exist. The relevant person in charge of Moutai, Guizhou publicly said that Pan Changjiang did not cooperate with the company, and his so-called "understanding the chairman for more than ten years" is not true. In March last year, Pan Changjiang was criticized by netizens for selling "golden wine" live. A year later, he "overturned" for selling wine live. He was really "drunk". It is not difficult to find that the routine marketing of "intoxicating the chairman of Maotai to get the preferential price" has been suspected of violating many laws, regulations and policies, such as the advertising law, the e-commerce law, the consumer rights and interests protection law, the anti unfair competition law, and the notice on strengthening the management of online audio-visual e-commerce live broadcast programs and advertising programs issued by the State Administration of radio, film and television. It is reported that the market price of a bottle of wine is 4500 yuan, and the "preferential price" given by Pan Changjiang in the live broadcasting room is 4799 yuan, which is self-evident. Some celebrities do not hesitate to take the great risk of losing their fame and reputation and repeatedly wander around the edge of the "red line". In addition to being driven by interests, another important reason is that the "water" of stars' live broadcast is really deep. Pan Changjiang is suspected of falsely publicizing the liquor selling event, which is a microcosm of the chaos of live liquor selling. In recent years, the trick of selling wine live has long become an open secret of the industry. There are not a few "online celebrities" who are suspected of false publicity. What's more, they have become a part of the fake wine industry chain. Whether criminals use live broadcast to sell fake wine, or some celebrities play a "marginal ball" to mislead consumption by virtue of popularity, it is not allowed in emotion, reason and law. No matter how deep and muddy the "water" is, the supervision should explore to the end, deal with it strictly in accordance with the law and regulations, and crack down on the chaos, so that those who lose morality and those who violate the law "feel so painful that they dare not commit it again". In the long run, enriching supervision means, innovating supervision methods and promoting information-based and intelligent supervision mode are the measures to address both the symptoms and root causes of the chaos of live wine selling. (outlook new era)