The marketing strategy of enterprises for China's sinking market under the trend of live e-commerce

Abstract

Guided by the data reported by China's e-commerce industry, this paper analyzes the size of the e-commerce market in recent years. Through the data of overall gmv, traffic conversion rate, user reach rate and other data, it is concluded that in addition to the leading e-commerce enterprises, there are a large number of small and medium-sized enterprises in the Chinese market, but very few of them can try and apply the way of live e-commerce for marketing. At present, there are Taobao represented by shelf e-commerce and Tiktok represented by content e-commerce in China. Currently, brands still regard shelf e-commerce as a long-term business position and invest marketing and advertising in content e-commerce to reach more user circles. Obviously live e-commerce is one of the most mature and effective forms of Internet marketing. It is especially conducive to the exposure of small and medium-sized brands. However, there is no doubt that successful live e-commerce can greatly expand the sales market and sales channels, and output a large amount of product information and enhance popularity in a short time. Therefore, how to make use of e-commerce live broadcasting, a new media publicity method emerging in the current society, has become the top priority. In this work, Through the analysis of the current social Internet marketing trend oriented by live streaming e-commerce, the analysis of the user groups in the sinking market, and the use of qualitative research methods, the marketing strategy of enterprises to adapt to the development of the sinking market is obtained.