Abstract
As an effective marketing strategy that has been widely used at low cost, live-stream marketing is getting popular across the global world. However, live-streaming marketing is extraordinarily popular in China, and it is difficult to catch on in other regions. This paper examines why live-streaming marketing is so prominent in China through content analysis and comparative research methods. The paper suggests explanations of its prominence from three perspectives: the functional diversity of media, the need for low-cost sales of sellers, and the potential sinking market of consumers in China. We also examine why live streaming marketing is unpopular in other regions from three angles: the discount strategies and habits of consumers in different regions, the difference in logistics system, and the severity of advertising law between China and other countries. This article sheds light on understanding the differences between live-stream marketing in China and abroad and the reasons for the differences.
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