Details

China Livestreaming E-commerce Industry Insights

von: Ruo Si
64,19 €
Verlag:	Palgrave Macmillan
Format:	PDF
Veröffentl.:	22.09.2021
ISBN/EAN:	9789811653445
Sprache:	englisch

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Beschreibungen

Titelbeschreibung

<p>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.</p><p>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.</p>

<p>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.</p>

<p>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.</p>

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Inhaltsverzeichnis

<b>The Evolvement of Livestreaming E-Commerce.- </b><b>Market Overview for Livestreaming E-Commerce.- </b><b>Methodology of Influencer Marketing in Livestreaming E-Commerce.- </b><b>Livestreaming E-Commerce Platforms in China: Types and Strategies.- </b><b>Risks and Future of Livestreaming E-Commerce in China.</b><br>

Autorenportrait

<p>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. </p>

Back cover copy

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.<br>

Sonderbeitrag

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

Unpublished endorsement

“What happens to the Chinese live-streaming market? Ruo Si provides an <div>illuminating analysis of this puzzle. Ruo has shed light on some fundamental and </div><div>previously undocumented aspects of live-streaming business in this excellent </div><div>work. This book should be of great interest to researchers and investors alike. A </div><div>practical and readable guide provides detailed information for the audiences to </div><div>get the most out of knowledge about the booming live-streaming market in China.”</div><div>—Yin Hong, Vice Chairman of China Arts Critics Association and Professor of </div><div>Tsinghua University, China</div><div><br></div><div>“The book is at the same time comprehensive and easy to read. It is absolutely </div><div>clear to me that Ruo Si writes as a knowledgeable practitioner, not an armchair </div><div>theoretician. If you want to enter into the market welly by understanding China’s </div><div>booming live-streaming business, this is one of the first books I recommend that </div><div>you read.”</div><div>—Chen Peng, Vice Dean, School of Journalism and Communication, </div><div>Nankai University, China</div>