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Book Cover
Author Si, Ruo, author

Title China livestreaming e-commerce industry insights / Ruo Si
Published Singapore : Palgrave Macmillan, [2021]


Description 1 online resource : illustrations (chiefly color)
Series Palgrave pivot
Palgrave pivot.
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
Summary 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
Notes Print version record
Subject Electronic commerce -- China
Streaming video -- Economic aspects -- China
Electronic commerce.
Form Electronic book
ISBN 9789811653445