The Evolution and value chain decomposition of Live Streaming Shopping

Zhang，Tongda1; Qian，Jun2; Sun，Xiao2; Ma，Ding3; Yuan，Ye4

10.1145/3503181.3503205

2021-10-16

ACM International Conference Proceeding Series

145-149

In recent years, Live streaming shopping (LSS) has revolutionized e-commerce, becoming more than a marketing or distribution channel in China. The gross merchandise value (GMV) of LSS reached 20 billion CNY in China on the Double 11 shopping day, 2019 (Yang 2019). This article investigated the evolution process of such an emerging phenomenon and its business model, value chain, and its profound impact beyond marketing. By analyzing the evolution of LSS and its current status, we decompose its value chain and reveal its potential to provoke the reconstruction of supply chains in the whole industrial ecosystem, even globally. This paper provides a new perspective of analyzing the process and details of the formation of live streaming shopping, which can further guide us to understand the phenomenon, adapt to the new ecology, and improve the system of live streaming shopping.

Distribution Channels Live Streaming Shopping Online Retailing Supply Chain

第一

英语

EI

20221311843166

Commerce ; Ecosystems ; Marketing

Ecology and Ecosystems:454.3 ; Inventory Control:911.3 ; Marketing:911.4 ; Industrial Engineering and Management:912 ; Production Planning and Control; Manufacturing:913

2-s2.0-85126873934

Scopus

1.Department of Mechanical and Energy Engineering,Southern University of Science and Technology,Shen Zhen,China
2.National Engineering Laboratory for E-commerce Technologies,Tsinghua University,Beijing,China
3.College of Business,City University of Hong Kong,Department of Management Sciences,Department of Marketing,Hong Kong
4.The Affliated International School,Shenzhen University,Shenzhen,China

Zhang，Tongda,Qian，Jun,Sun，Xiao,et al. The Evolution and value chain decomposition of Live Streaming Shopping[C],2021:145-149.