Live Online Streaming Sales and the Supply Chain Model in China - A Case Study of Taobao Live Online Streaming Platform

Cai, Jing and Fu, Yingjie and Neszmélyi, György Iván (2022) Live Online Streaming Sales and the Supply Chain Model in China - A Case Study of Taobao Live Online Streaming Platform. AZIЈSKE SVESKE / ASIAN ISSUES, 8 (1). pp. 27-42. ISSN 2217-8813

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Abstract

Since 2016 live online streaming has emerged as a new sales model in China’s online sales market, and after six years of development, it has now formed a complete sales channel. Live online streaming has become an important sales channel for retailers because of its large coverage radius and wide audience, and it has greatly promoted China’s trade and economic development. But also because of the characteristics of live online streaming sales, which asks the higher requirements on the supply chain. The supply chain need to adapt to this marketing method to improve the efficiency of live sales. This paper uses mainly qualitative research methods. It uses documentary research to analyses the characteristics of live sales and its impact on Chinese regional economic development, and a case study to analyses the supply chain changes made by the head platform for this sales model. It is hoped that this article can provide lessons for other live economy and supply chain development.

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