China Livestreaming E-commerce Industry Insights

Beschreibung

This book analyzes multiple aspects of the Chinese livestreaming e-commerce industry, including its development and evolution, macro environment, market landscape, platforms, streamer structure trends, influencers, production, and explosive marketing methods, MCN operations, risk assessment and policy management. It not only describes the highly developed state of the industry in China and how it has advanced further as a result of COVID lockdowns, but also focuses on the problems of livestreaming e-commerce and proposes solutions and development strategies. Investigating the development trends, the book also discusses how far livestreaming e-commerce can go during the wind-up period. In particular, based on the underlying logic of people, goods and fields, it assesses the streamer structure of universal participation, product selection, goods supply and price setting, exploring the scene marketing methods of pop-up conversion and the strategic layout of the operating platform.

This book analyzes multiple aspects of the Chinese livestreaming e-commerce industry, including its development and evolution, macro environment, market landscape, platforms, streamer structure trends, influencers, production, and explosive marketing methods, MCN operations, risk assessment and policy management. It not only describes the highly developed state of the industry in China and how it has advanced further as a result of COVID lockdowns, but also focuses on the problems of livestreaming e-commerce and proposes solutions and development strategies.

Investigating the development trends, the book also discusses how far livestreaming e-commerce can go during the wind-up period. In particular, based on the underlying logic of people, goods and fields, it assesses the streamer structure of universal participation, product selection, goods supply and price setting, exploring the scene marketing methods of pop-up conversion and the strategic layout of the operating platform.

It objectively describes the current state of the Chinese livestreaming e-commerce market, and taking into account Chinese social, cultural, and economic characteristics, proposes solutions to problems in the livestreaming e-commerce industry.

This unique book reflects on the Chinese livestreaming e-commerce, and offers insights to help readers understand the industry and the process of industrialization. It is intended for a wide range of readers, ranging from non-experts interested in livestreaming e-commerce, to professionals wanting an overview of the industry’s development.

Autor*in

Ruo Si

Themen in »China Livestreaming E-commerce Industry Insights«

Taobao Live Streaming Scene Immersion Live Shopping Streamer Structure Celebrity Merchandising MCN Operations Short Video Live Streaming TV Shopping Familiar Recommendation Explosive Conversion Explosive Marketing Methods Live Preview

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“The key takeaway from the book … is that anyone, with or without special training, can now be a livestreaming short video host. … The book provides a rich collection of content using plain language so that everyone can read and understand. It can be either a reference for scholars who study e-commerce or light reading for people who would like to know more about how livestreaming can be used as an e-commerce platform. It is a thoroughly enjoyable read.” (Xiannong Meng, Computing Reviews, June 13, 2022)
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“What happens to the Chinese live-streaming market? Ruo Si provides an illuminating analysis of this puzzle. Ruo has shed light on some fundamental and previously undocumented aspects of live-streaming business in this excellent work. This book should be of great interest to researchers and investors alike. A practical and readable guide provides detailed information for the audiences to get the most out of knowledge about the booming live-streaming market in China.”—Yin Hong, Vice Chairman of China Arts Critics Association and Professor of Tsinghua University, China
“The book is at the same time comprehensive and easy to read. It is absolutely clear to me that Ruo Si writes as a knowledgeable practitioner, not an armchair theoretician. If you want to enter into the market welly by understanding China’s booming live-streaming business, this is one of the first books I recommend that you read.”—Chen Peng, Vice Dean, School of Journalism and Communication, Nankai University, China
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