Research on the Problems and Strategies of Live-Streaming E-commerce on the Douyin Platform in China

Abstract

This paper analyzes the problems and challenges of live-streaming e-commerce on the Douyin platform in China. It focuses on product quality inconsistency, content homogeneity, and live-streaming regulation. It also suggests strategies to address these problems and challenges, such as using AI and QA to improve quality, focusing on innovation and differentiation to enhance experience, and establishing laws and standards to regulate behavior. The research significance of this paper lies in its contribution to the understanding and development of live-streaming e-commerce, a new form of online shopping that combines live video, social media, and e-commerce. Live-streaming e-commerce has become a popular and profitable business model in China, especially on the Douyin platform. By identifying and solving the problems and challenges of live-streaming e-commerce on the Douyin platform, this paper can help the platform, the live streamers, and the customers achieve better outcomes and benefits. However, this paper has some limitations, such as the lack of primary data from the participants. Therefore, future studies can use more direct and interactive methods to collect primary data from the stakeholders of live-streaming e-commerce on the Douyin platform. This can help to obtain more accurate and comprehensive information and insights.