High-Quality Development of Live Stream E-commerce: Perception Quality Becomes Key

Tech 2024-10-12 13:04:13 23 Source: Network

High-Quality Development of Live Stream E-commerce: Perception Quality Becomes KeyThe "Blue Book Report on the High-Quality Development of Live Stream E-commerce (2023-2024)" was recently released, marking the third consecutive year of its publication. The report highlights that the live stream e-commerce industry has demonstrated strong vitality and growth potential in recent years, not only building a new bridge between consumers and brands but also playing a positive role in expanding employment, stimulating domestic demand, and driving the development of the digital economy

High-Quality Development of Live Stream E-commerce: Perception Quality Becomes Key

The "Blue Book Report on the High-Quality Development of Live Stream E-commerce (2023-2024)" was recently released, marking the third consecutive year of its publication. The report highlights that the live stream e-commerce industry has demonstrated strong vitality and growth potential in recent years, not only building a new bridge between consumers and brands but also playing a positive role in expanding employment, stimulating domestic demand, and driving the development of the digital economy.

In 2023, the penetration rate of live stream e-commerce reached 37.8%, representing a year-on-year increase of 24.3%. The user base has reached 597 million, accounting for 54.7% of all internet users, a year-on-year increase of 15.9%. These figures vividly illustrate the rapid development of the live stream e-commerce industry.

As a representative of new productive forces, live stream e-commerce has successfully revitalized the potential of traditional industries, fostering a deep integration between the real and digital economies. For instance, the collaboration between the new consumer brand "Jiaonei" and Li Jiaqi's live stream room not only provided efficient exposure for offline stores but also rapidly attracted target consumers, helping stores accumulate initial customer bases, effectively enhancing foot traffic and sales in physical stores.

Relevant officials from the Live Stream E-commerce Working Committee and the Media Shopping Professional Committee of the China Chamber of Commerce for Import and Export stated that, although live stream e-commerce, as an emerging channel, may have a short-term impact on traditional models, in the long run, it will propel the industry towards an upward and positive transformation. In the future, the trend of online-offline integration will become more pronounced, and live stream e-commerce will drive traffic to offline brick-and-mortar businesses, boosting the development of the real economy.

It is noteworthy that this year's Blue Book innovatively proposes a perception quality evaluation index system for live stream e-commerce, which can quantify the positive impact of live stream e-commerce on enhancing brand perception quality, serving as a crucial measure to facilitate the standardization of the industry. Liu Hui, a researcher at the China Standardization Institute, stated that this system can better reflect the actual effects of live stream e-commerce on brand building and holds significant reference value for the development of both live stream e-commerce and national brands.

In the realm of live stream e-commerce, the importance of perception quality is undeniable. The Blue Book mentions that numerous classic national brands have achieved brand revitalization and rejuvenation through live stream e-commerce. For example, the deep co-research and co-creation model between Ouzhiman and Meiwan has not only shortened product development cycles but also enhanced product market adaptability and competitiveness.

Compliance governance is also a pressing issue for the live stream e-commerce industry. The Blue Book points out that industry self-discipline is the foundation for the healthy development of live stream e-commerce. Relevant officials from the Development Research Center of the State Administration for Market Regulation expressed that it is crucial to establish a compliance evaluation system within the live stream e-commerce industry, requiring joint efforts from relevant regulatory agencies, industry associations, and industry practitioners.

In the future, the live stream e-commerce industry will continue to strive for high-quality development, and perception quality will become a key competitive advantage. All parties should work together to promote the sustainable and healthy development of the live stream e-commerce industry, creating new development opportunities for Chinese brands.

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