Unlimited

Authorized users

Can lend chapters, not whole ebooks

China livestreaming e-commerce industry insights / Ruo Si.

9789811653445 (electronic bk.)
9811653445 (electronic bk.)
9789811653438
9811653437

Singapore : Palgrave Macmillan, [2021]

©2021

English

1 online resource : illustrations (chiefly color)

10.1007/978-981-16-5344-5 doi

HF5548.325.C6 S5 2021

658.8/720951

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.

Access limited to authorized users.

Description based on print version record.

Palgrave pivot.

Online Resources > Ebooks
All Resources