Research on the Current Business Model and Future Development Trends of China’s Live Streaming E-Commerce Industry

Abstract

Livestreaming e-commerce is an e-commerce business model that has developed rapidly in China in the past two years and has vast sales capacity and marketing communication value. E-commerce live broadcasting is another iterative development of technology-driven media business functions. Its essence is to achieve the re-consumption of commodity purchases by promoting the audience's media and consumption. Based on the investigation of the live streaming e-commerce industry, this study analyzes the development of live streaming e-commerce, MCN institutions and live streaming bases, and the cognitive evaluation of the live streaming e-commerce model. It explores the future development trend of the live streaming e-commerce industry. The network broadcast anchors (sellers) and users (consumers) have more roles, rights and modes of expression, which are different from the existing business model, driving changes in industrial structure, business model, shopping form, leading role, sales rules, consumption experience and other aspects. In general, the domestic live streaming e-commerce enterprises have gradually stepped into a normal stage and different cities have formulated incentive and support policies for developing Livestream e-commerce from the aspects of supporting MCN institutions, Livestream bases and attracting Livestream talents. This large-scale empirical study has specific reference significance for standardizing the live streaming e-commerce, developing the e-commerce direct broadcast industry and breaking the development dilemma of the real economy.