Research on the Current Situation of "567 Ceramics" in the Era of Live Broadcasting

A Case Study of the Douyin Platform

Abstract

With the deepening of internet technology and the convergence of internet traffic towards social interactions, the Douyin platform has become one of the entry points to the e-commerce platform through the social interaction between anchors and fans. The e-commerce model of "live streaming with goods" has become increasingly popular In 2020, influenced by the COVID-19 pandemic, live streaming with goods experienced explosive growth. Ceramic products have also shifted from the traditional offline ceramic market to online digital ceramic consumption. The pan-entertainment of mass media and the consumer group's shallow understanding and cultural grasp of "567 ceramics" necessitate effective communication of the traditional ceramic cultural value system. This paper takes several Douyin accounts such as "Factory 567 Ceramics", "Tu's Old Ceramic Warehouse", and "Jingxiang's Old Ceramic Warehouse" as research subjects. Based on the principle of comparability, it analyzes the current situation of live broadcasting development from five aspects: user scale, live audience portrait, sales data, work data, and return rate. It seeks to identify problems and countermeasures to aid the better and faster development of ceramic art.