Overview
- Covers the livestreaming e-commerce industry in China comprehensively
- Discusses TV shopping, short videos and the evolution to livestreaming e-commerce
- Analyzes the social environment of livestreaming e-commerce industry
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Table of contents (5 chapters)
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Front Matter
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Back Matter
Keywords
About this book
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.
Reviews
previously undocumented aspects of live-streaming business in this excellent
work. This book should be of great interest to researchers and investors alike. A
practical and readable guide provides detailed information for the audiences to
get the most out of knowledge about the booming live-streaming market in China.”
—Yin Hong, Vice Chairman of China Arts Critics Association and Professor of
Tsinghua University, China
“The book is at the same time comprehensive and easy to read. It is absolutely
clear to me that Ruo Si writes as a knowledgeable practitioner, not an armchair
theoretician. If you want to enter into the market welly by understanding China’s
booming live-streaming business, this is one of the first books I recommend that
you read.”
—Chen Peng, Vice Dean, School of Journalism and Communication,
Nankai University, China
Authors and Affiliations
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.
Bibliographic Information
Book Title: China Livestreaming E-commerce Industry Insights
Authors: Ruo Si
DOI: https://doi.org/10.1007/978-981-16-5344-5
Publisher: Palgrave Macmillan Singapore
eBook Packages: Literature, Cultural and Media Studies, Literature, Cultural and Media Studies (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s) 2021
Hardcover ISBN: 978-981-16-5343-8Published: 23 September 2021
Softcover ISBN: 978-981-16-5346-9Published: 24 September 2022
eBook ISBN: 978-981-16-5344-5Published: 22 September 2021
Edition Number: 1
Number of Pages: XX, 105
Number of Illustrations: 1 b/w illustrations, 9 illustrations in colour
Topics: Digital/New Media, e-Business/e-Commerce, Social Media, Popular Culture , e-Commerce/e-business