The Application of Chinese Live-streaming Marketing in the US Market

Abstract

The advent of the big data era has given rise to marketing models that push information more accurately, including live-streaming marketing which has become a mainstream sales model in China. However, live streaming is not widely used in the U.S. market. Therefore, this study analyzes the feasibility and specific practices of the Chinese live-streaming marketing model in the U.S. market by comparing the social media market, consumer behavior, and culture in China and the United States. This study is divided into three main steps: The first step is to examine the reasons why live streaming has been successful in China; second, the study investigates the U.S. market: mainstream social media, and current major marketing approaches; and finally, the study investigates the preferences of U.S. consumers. The study found that the live-streaming marketing approach can be applied in the U.S. market. Live streaming meets the shopping needs of U.S. consumers and the current U.S. social media has the main conditions needed for live streaming, with a platform user base, a well-established live streaming institutional mechanism, and a flow of anchor fans. Therefore, through this study, specific practices can be practiced on social platforms with mature live-streaming systems, through influencers who have already gained popularity. Or an official branded live broadcast to gain a stable and large audience as well as consumers by offering the lowest prices compared to other buying methods and buying platforms.