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2021 | Book

China Livestreaming E-commerce Industry Insights


About this book

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.

Table of Contents

Chapter 1. The Evolvement of Livestreaming E-Commerce
This chapter introduces the evolvement of livestreaming e-commerce in chronological order. Considering television home shopping is the antecedent of livestreaming e-commerce, this chapter analyses the leading networks in the Chinese television shopping industry such as Happigo, CNRmall and Huanteng Shopping. Compared with television shopping, livestreaming e-commerce is more attractive to young people with scenarised marketing models, humanised host performance, flexible and intelligent supply chain. This chapter also gives a brief introduction to short video industry’s rising, which symbolises the dawn of livestreaming e-commerce. From brands setting up official accounts and conducting short video marketing, to users making purchases through links switching to e-commerce apps, short video platforms have achieved a closed-loop connecting content to e-commerce.
Ruo Si
Chapter 2. Market Overview for Livestreaming E-Commerce
This chapter gives a comprehensive introduction to the technical and social environment of livestreaming e-commerce as well as government policies and regulations concerning the industry. Based on the 5G infrastructure, advanced technologies such as UHD, 3D audio, VR and AR will provide an immersive experience for users watching livestreaming. Also, people's home isolation during the pandemic in 2020 promotes the prosperity of online entertainment and consumption industries. Livestreaming e-commerce develops rapidly. At the end of this chapter, the author gives an overview of China’s livestreaming e-commerce market. According to official data, not only the industry grows fast, but the profitability of livestreaming e-commerce has also been verified in practice.
Ruo Si
Chapter 3. Methodology of Influencer Marketing in Livestreaming E-Commerce
This chapter analyses influencers’ marketing methodology in e-commerce livestreaming. Nowadays, the decline of celebrity-centred marketing has been unavoidable and the Matthew effect becomes evident, with some phenomenal hosts like Zhang Dayi, Li Jiaqi, Viya and Xin Ba dominating the market. Aside from Internet influencers and traditional celebrities, there are a great many corporate leaders who have adapted the changed marketing environment of e-commerce and made themselves part-time livestream hosts. This chapter also analyses host-audience interactions, which include preheating before livestreaming, host’s self-empowerment and interactive entertainment. Creating hit products needs not only acquaintance-based promotion, but also the balance between high quality and low price. In livestreaming e-commerce, the sense of immersion is an important factor to be considered.
Ruo Si
Chapter 4. Livestreaming E-Commerce Platforms in China: Types and Strategies
This chapter gives a comprehensive introduction to main livestreaming e-commerce platforms in China and their strategy principles. In general, Taobao Live and Buy Together are typical e-commerce-oriented platforms, while TikTok and Kwai can be defined as social networking livestream platforms. Taobao Live has reached the traffic ceiling and needs to increase the activeness of user engagement, which demands better livestream content and more varieties of merchandise. The advantages of Kwai include large-scale traffic monetisation, strong support for business partners and carefree core customers, but Kwai has an obvious disadvantage in the supply chain. Different platforms have different strategies. This chapter also analyses some representative cases of livestreaming e-commerce enterprises like Qianxun Group, the MCN agency behind top livestreamer Viya.
Ruo Si
Chapter 5. Risks and Future of Livestreaming E-Commerce in China
This chapter analyses potential risks of livestreaming e-commerce and proposes possible solutions to the existing problems. The industrial risks not only relate to host obligations and legal relationships between MCN agencies and hosts, but can be associated with product selection as well. The construction of a healthy industrial ecology requires the joint efforts of livestreamers, MCN agencies, livestreaming platforms and government regulators. This chapter also predicts the future of livestreaming e-commerce in the post-pandemic era, putting forward five main trends: supply chain upgrading accelerates industry standardisation; livestreaming e-commerce develops in coordination with more industries; professional backgrounds of livestreamers become more diversified; the long tail effect boosts the expansion of livestreaming e-commerce market; digital operation management helps to accurately meet consumers’ needs.
Ruo Si
China Livestreaming E-commerce Industry Insights
Ruo Si
Copyright Year
Springer Singapore
Electronic ISBN
Print ISBN