Research on the Development Strategy of the Livestreaming E-commerce Industry under the Epidemic: Taking Taobao as an Example

Abstract

In the epidemic of COVID-19, livestreaming commerce has become very popular. Brick-and-mortar stores in various regions of China have been greatly affected, because people can't go out to shop, so many enterprises are facing closure without sales revenue. However, there are still some problems with this new way of shopping. Taking Taobao as an example, this paper studied the development of livestreaming commerce in China under the epidemic situation from two dimensions of product quality and service. Research has found that although this approach has helped businesses stay on life support and help the economy recover. However, the poor product quality and service system still hinder the better development of this industry. In the face of the current problems, this paper analyses the causes of the two problems and proposes corresponding solutions for e-commerce platforms and anchors in view of different problems. This article is of great significance to the future development of the whole live commerce industry and e-commerce platform.