TY - GEN
T1 - The Evolution and value chain decomposition of Live Streaming Shopping
AU - Zhang, Tongda
AU - Qian, Jun
AU - Sun, Xiao
AU - Ma, Ding
AU - Yuan, Ye
PY - 2021/10/16
Y1 - 2021/10/16
N2 - In recent years, Live streaming shopping (LSS) has revolutionized e-commerce, becoming more than a marketing or distribution channel in China. The gross merchandise value (GMV) of LSS reached 20 billion CNY in China on the Double 11 shopping day, 2019 (Yang 2019). This article investigated the evolution process of such an emerging phenomenon and its business model, value chain, and its profound impact beyond marketing. By analyzing the evolution of LSS and its current status, we decompose its value chain and reveal its potential to provoke the reconstruction of supply chains in the whole industrial ecosystem, even globally. This paper provides a new perspective of analyzing the process and details of the formation of live streaming shopping, which can further guide us to understand the phenomenon, adapt to the new ecology, and improve the system of live streaming shopping.
AB - In recent years, Live streaming shopping (LSS) has revolutionized e-commerce, becoming more than a marketing or distribution channel in China. The gross merchandise value (GMV) of LSS reached 20 billion CNY in China on the Double 11 shopping day, 2019 (Yang 2019). This article investigated the evolution process of such an emerging phenomenon and its business model, value chain, and its profound impact beyond marketing. By analyzing the evolution of LSS and its current status, we decompose its value chain and reveal its potential to provoke the reconstruction of supply chains in the whole industrial ecosystem, even globally. This paper provides a new perspective of analyzing the process and details of the formation of live streaming shopping, which can further guide us to understand the phenomenon, adapt to the new ecology, and improve the system of live streaming shopping.
KW - Distribution Channels
KW - Live Streaming Shopping
KW - Online Retailing
KW - Supply Chain
UR - http://www.scopus.com/inward/record.url?scp=85126873934&partnerID=8YFLogxK
UR - https://www.scopus.com/record/pubmetrics.uri?eid=2-s2.0-85126873934&origin=recordpage
U2 - 10.1145/3503181.3503205
DO - 10.1145/3503181.3503205
M3 - RGC 32 - Refereed conference paper (with host publication)
SN - 978-1-4503-9554-0
T3 - ACM International Conference Proceeding Series
SP - 145
EP - 149
BT - ICCSE '21
PB - Association for Computing Machinery
T2 - 5th International Conference on Crowd Science and Engineering, ICCSE 2021
Y2 - 16 October 2021 through 18 October 2021
ER -