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Published in:
2021 | OriginalPaper | Chapter
1. The Evolvement of Livestreaming E-Commerce
Author : Ruo Si
Published in: China Livestreaming E-commerce Industry Insights
Publisher: Springer Singapore
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Abstract
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.