A Study on How Live-Streamed E-commerce Facilitates Strategic Transformation for Companies in Crisis
A Comparative Analysis of Luckin Coffee and Oriental Selection
DOI:
https://doi.org/10.54097/envgeq70Keywords:
Live-streaming e-commerce, Corporate transformation, Crisis management, Digital capabilitiesAbstract
In the context of digital and intelligent transformation and the post-pandemic business landscape, live-streamed e-commerce has evolved beyond its role as a mere traffic-driving tool to become a core strategic instrument for companies navigating brand crises and industry upheavals. This paper employs a multi-case study approach to deeply deconstruct two distinctly different transformation paradigms: Luckin Coffee (trust crisis-driven) and Oriental Selection (industry disruption-driven). The research reveals that Luckin Coffee built an efficient conversion system for existing customers through “private traffic + high-frequency livestreaming,” while Oriental Selection achieved brand premium and cross-industry rebirth by leveraging “knowledge-based content + personified IP.” By comparing the underlying logic of these two cases, this paper aims to provide a referenceable digital and intelligent survival roadmap for enterprises facing operational challenges.
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References
[1] Kotler, P. (2020). Marketing management. Gezhi Press.
[2] Zhao, X. J., Ding, X. C., & Lyu, X. H. (2021). A brief analysis of the organizational approach to live-streaming activities for agricultural assistance and poverty alleviation: Insights from the county magistrate’s live-streaming sales event on the first “International Tea Day.” China Foreign Trade, (9).
[3] Coombs, T. (2015). Crisis communication: Theory and practice. Communication University of China Press.
[4] Keller, K. L. (2019). Strategic brand management. Renmin University of China Press.
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
