Opportunity, Myth and Way: Research on E-commerce Live Women's Brand Communication Strategy Under the Long Tail Theory

Abstract

Research background: E-commerce Live broadcasting brings the most direct and convenient sales channel for women's clothing brands, greatly reduces the sales cost of businesses, and meets the prerequisite of The Long Tail Theory. Based on this, women's clothing brands communication strength rapidly improved, and the unpopular brands also got the opportunity to get out of the circle. Objective: From the perspective of The Long Tail Theory, this paper analyzed the long tail characteristics of women's clothing brands in e-commerce live broadcasting, analyzes the difficulties of women's clothing brand in e-commerce live broadcasting, and puts forward strategies to improve brand communication efficiency. Methods: This paper mainly used Participant Observation, virtual ethnography and case analysis methods to track more than 50 women's clothing live rooms on Taobao platform for more than 2 years, mainly observed the marketing methods, communication strategies and communication effects of major women's clothing brands. And participated in the purchase process of women's clothing brands, understood how women's clothing brands in e-commerce live broadcasting made the whole process from immersion sales to express logistics after-sales service. Results and conclusion: In this study, it was found that the women's clothing brands of e-commerce live broadcasting room meet The Long Tail effect and has the characteristics of long tail supply, long tail communication and long tail sales. But at the same time, there are also some problems in the transmission of women's clothing brands, so this paper puts forward the ways of women's clothing brands communication under The Long Tail theory.