The unit price of liquor customers is high, online celebrities lack quality endorsement, the overlap between Tik Tok audience and liquor consumers is low, and the survival period of live broadcast hot spot effect is short. The reason why liquor is rarely sold in Tik Tok is the high unit price of liquor customers, the lack of quality endorsement by online celebrities, the low overlap between Tik Tok audience and liquor consumers, and the short survival period of live broadcast hot spot effect, which makes the market share of liquor on platforms such as Tik Tok very small.