Research on the impact and optimizing strategy of live streaming on the Chinese FMCG market

Abstract

This paper mainly focuses on researching what influences live streaming has on Chinese FMCG goods and improvements of live streaming in the future. The live streaming method has been a hot topic since the Covid-19 pandemic. Therefore, it is worth investigating its significance and criticizing some of its shortcomings. This paper’s relevant research methods are case study, literature analysis, and comparative analysis. This paper also demonstrates the industrial, consumer, and company findings and further detects user issues, platform & strategy, and quality & trust issues. In the conclusion of this paper, FMCG companies need to realize what they did well and where they have to work on the method of live streaming. In this case, FMCG companies can illustrate their existing and expected customer segmentation more clearly and tailor practical sales strategies later on.