Buying wine online in a physical store is cheaper than buying it online, which can save a lot of middlemen from making the difference, so the price is cheaper. First, the drinks of manufacturers are the same, and the interests of distributors are the most important. In order to sink the channel, manufacturers have made a lot of efforts and spent a lot of money on dealers. Various preferential policies are relatively strong, which is one of the reasons why physical stores can reduce prices. Second, when there was no Internet development before the dealers, drinks were all traditional mode agents. Selling wine online, except for the official flagship store, all other drinks are provided by agents. Third, the physical store in the market environment is a development center of the economy. All walks of life are doing around physical stores. Physical store is an economic carrier in China. Fourth, the Internet has brought convenience to people's lives. As a special commodity, many consumers are reluctant to buy drinks directly from the Internet.