At the Alcohol and Food Expo, setting the "Super Bowl" stage: Kuaishou E-commerce brings the live streaming room into the booth, eating, chatting, and placing orders simultaneously.

A live stream room where people eat and chat, and a food game experience area where you have to stand in line—at the China Food & Drinks Fair, a “Food Market” that lets you eat, play, and watch drew plenty of people to linger.

From March 26 to 28, the 114th National Food and Drinks Commodity Trade Fair was held in Chengdu. Kuaishou E-commerce appeared at the exhibition with the theme of “Super Bowl.” By combining live-stream interactions, on-site games, and content creation, it brought the platform’s distinctive “street-life energy” content ecosystem to offline spaces, staging a “Super Celebration” that brings brands, merchants, creators, and users together to participate.

Unlike traditional booths, “Kuaishou Super Bowl” feels more like a three-day event that blends content and business. Merchants and creators can go live and interact on site. Guided by this concept, the exhibition area is organized into four major sections: a main live-stream stage, an interactive game area, a merchants’ case area, and a new-merchant consultation desk.

The main live-stream stage is the core area of this event. Industry-specific creators and brand merchants take turns on stage. Through live streaming, they explain products, showcase talents, and compete in interactive PKs. In content like mukbang eating, chatting, and talent performances, products naturally blend into real consumption scenarios. On-site viewers can experience interactive games, and online users can also participate through the live-stream room.

During the event, brands including Yili, Jintuo, and Mengniu opened live broadcast selling during the exhibition.

Among them, Yili went live on the main stage for three consecutive days, enhancing the live-stream interaction experience by combining performance formats such as Sichuan opera face-changing; Mengniu carried out special-session live selling in its live-stream room, while Jintuo, in the exhibition display area, combined product display with content conversion simultaneously. Based on their respective strengths, different brands formed differentiated content expression within their booths.

On the side of creators and merchants, multiple hosts and cross-border merchants also took part in running the operation on site. The creator “Sister Hua Discount Snacks Supermarket” went live in its live-stream room continuously, driving sales of food products; cross-border merchants such as Danmei E-Pin engaged in displays and matchmaking in the negotiation area, expanding cooperation opportunities through a content-plus-business approach. With multiple parties participating, “Super Bowl” became not only a display space, but a business hub that runs in real time.

From watching to participating, users completed the shift on site from consuming content to experiencing interaction, further narrowing the distance with brands.

The new-merchant consultation desk also stayed open throughout the exhibition period, providing on-site consultation and交流 services for brands and merchants who want to enter the market or expand their operations, further connecting the conversion chain from content to business.

From the live-stream stage to user interaction, from creative content to instant conversion, “Kuaishou Super Bowl” showcases a typical scenario of Kuaishou content e-commerce—real, engaging, and infused with a strong sense of everyday life.

In addition to the food and beverage exhibition area, Kuaishou E-commerce’s alcohol and spirits sector also teamed up with brands including Luzhou Laojiao, Fenjiu, and Shu De to appear at the China Food & Drinks Fair for product showcases and industry交流, further expanding the platform’s content and business layout in the alcohol-and-spirits category.

For brands, this is not only an exhibition event, but also a new way of doing business: to plant the idea in settings closer to users’ everyday life, and to realize conversion through interaction.

(Editor: Wang Zhiqiang HF013)

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