Abstract
The Douyin e-commerce platform is an e-commerce platform that has risen to prominence in recent years. The platform has attracted many online celebrities and amateur entrepreneurs. However, as the number of participants on the platform continues to grow, with well-known anchors emerging and manufacturers getting personally involved in selling their products, amateur anchors face increasing competition and challenges. On the Douyin e-commerce platform, amateur anchors have the advantage of low cost and high flexibility, and they can attract viewers and build a loyal fan base through unique content. However, facing a competitive market, they also face the pressure of content homogenization and competition from well-known anchors. Therefore, amateur anchors need to gain a deep understanding of their target audience, craft content strategies, and continuously improve their performance to remain competitive. In addition, they can utilize their influence and loyal fan base to help brands promote new products and increase sales.
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