Celebrity Business Ventures: A Case Study of Li Yifeng's White Wine Launch
Chinese actor Li Yifeng’s latest venture into the premium white wine (baijiu) market with his ‘Paitan Chong’ brand faces significant challenges despite ambitious claims of billion-yuan investment and Moutai-level quality aspirations.
The recent launch of “Paitan Chong” white wine by former Chinese entertainment star Li Yifeng has sparked widespread discussion about celebrities venturing into China’s competitive baijiu market. The brand name cleverly references Li’s iconic role as Linghu Chong in the popular TV series “Laughing in the Wind” (Xiao Ao Jianghu), attempting to capitalize on his cultural cachet.
The premium white wine market in China presents a particularly challenging landscape. Established giants like Moutai and Wuliangye have dominated the ¥500-1000 price segment for decades, backed by centuries of heritage and sophisticated distribution networks. Li’s attempt to position his product in this space, with prices ranging from ¥398 to ¥1298, demonstrates either remarkable courage or concerning naivety.
Li claims to have invested over 100 million yuan in research and development, working with top teams over three years to create a product that matches Moutai’s quality but at a lower price point. However, industry experts question these claims, noting that if the product truly replicates Moutai’s formula as stated, such extensive R&D costs seem difficult to justify.
This venture follows a pattern of unsuccessful business attempts by Li. His previous projects include:
- A real estate development in Lijiang that resulted in significant debt
- A premium tea venture that received zero points in professional competitions
- An electric vehicle project announced with an 800 million yuan investment
- A hotpot restaurant chain claiming 2 billion yuan in backing
The fundamental challenge lies not in Li’s ambition but in his apparent misunderstanding of brand building in the premium spirits market. Success in this sector requires more than celebrity association - it demands heritage, distribution networks, and most crucially, product legitimacy. The market has repeatedly shown that consumer trust in this segment is built over decades, not manufactured through marketing campaigns.
Early sales numbers from Li’s livestream events have been disappointingly low, with reports indicating only hundreds of units sold. This tepid response suggests that even Li’s considerable fan base remains hesitant to embrace his entry into the premium baijiu market, where purchasing decisions are often driven by tradition and face-giving considerations rather than celebrity endorsements.
The business trajectory reflects a broader pattern in celebrity entrepreneurship, where name recognition alone proves insufficient for market success. In China’s baijiu industry, particularly in the premium segment, historical credibility and distribution relationships play far more crucial roles than marketing buzz or star power.