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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.
List of contents
The Evolvement of Livestreaming E-Commerce.- Market Overview for Livestreaming E-Commerce.- Methodology of Influencer Marketing in Livestreaming E-Commerce.- Livestreaming E-Commerce Platforms in China: Types and Strategies.- Risks and Future of Livestreaming E-Commerce in China.
About the author
Ruo Si is a tenured Associate Professor at the School of Journalism and Communication, Tsinghua University, China. She holds a PhD from Hong Kong Baptist University, an MA from Tsinghua University, and a BA from Shandong University. Her main research areas are online audiovisual studies, and film and television communication studies. She has led a number of national and provincial projects, including those for institutions like the National Social Science, State Administration of Press, National Ministry of Education and Beijing Academy of Social Sciences. She has published a Chinese version of "Research on Film Industry Systems". She offers a course in film and television management at Tsinghua University.
Report
"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)
