An Analysis of the Live Streaming Economy in China

Abstract

The live streaming economy has gained prominence in China's "Internet+" era, leveraging live streaming platforms and mobile technology to drive sales. While it has yielded significant profits and popularity, this emerging economic model faces several challenges. This article conducts an in-depth analysis of the issues within the live-streaming economy and proposes effective countermeasures. Quality control and regulation pose major concerns in the live-streaming ecosystem. The proliferation of substandard and counterfeit products undermines consumer trust and damages brand reputation. Unethical practices, including false advertising and deceptive sales tactics, have also become prevalent, eroding industry integrity. Additionally, intense competition has led to market oversaturation, making it challenging for individual sellers to stand out and achieve sustainable growth. To address these challenges, stricter regulations and guidelines must be implemented to ensure the participation of verified and trustworthy sellers on live-streaming platforms. Emphasizing transparency and accountability, along with penalties for deceptive practices, is essential to foster a reliable environment. Improving the professionalism and skills of live streamers through comprehensive training programs and workshops can enhance product knowledge, communication skills, and ethical standards. In conclusion, while the live streaming economy in China's "Internet+" era has witnessed remarkable growth, it encounters challenges related to quality control, unethical practices, and market saturation. By implementing stringent regulations, promoting transparency, and enhancing the professionalism of live streamers, these challenges can be effectively tackled, paving the way for sustainable development in the live-streaming economy.