The Development History And Characteristics Of Live Shopping In The United States And The Comparative Study Between China And The United States

Since 2019,live shopping has taken on the trend of explosive growth in our country.After several years of development and friction.Live shopping in our country has already entered the mature period.Now countries all over the world have begun to try it,the globalization of live shopping is imperative.Since 2020,major social platforms and ecommerce platforms in the United States have started e-commerce live streaming,and brands have been using live streaming to marketing.However,China and the US are different in history,culture and basic industries,live shopping in the United States has embarked on a different path from China,which produced a variety of innovative operation modes that have not appeared in our country.Although the development of live shopping in American is relatively slow,and the positioning and marketing mode of live shopping in the United States need to grow,its potential market and development potential cannot be underestimated.Through the in-depth analysis of the US live shopping industry,it can not only understand live shopping development trend of the globalization better,but also provide some reference for our country’s live shopping.Therefore,literature analysis,case analysis,experiential observation,comparative analysis and experiential observation method are adopted in this paper.Firstly,summarize and classify the development process of live shopping in the United States into three stages: background,birth and subsequent development.Secondly,combined with operation mode,content,marketing mode,regulation and other factors,summed up the characteristics of the industrial development,operation mode and industry regulation live shopping in the US.Combined with the conclusions of the first two parts,then compare the development and current situation of live shopping in China and summarizes the similarities and differences between Chinese and American live shopping in aspects of production factors,demand conditions,related industries and supporting industries,enterprise strategy,enterprise structure and horizontal competition based on the Pote Diamond model.Finally,according to the content of the first three chapters,combined with the e-commerce live broadcast environment of China and the US,to help Chinese e-commerce live shopping going overseas as a starting point,put forward four live shopping integrated development suggestions for China’s live shopping to accelerate the self-created live shopping platform to go overseas,promote the integration of Chinese and foreign live shopping platforms,with the help of e-commerce live broadcast to go overseas local brands,promote personnel and technical exchange innovation.Through the above research,fill in the research blank of overseas live shopping,it is hoped that the development process and characteristics of live shopping in the United States and the comparative characteristics of China and the United States will be summarized and used for the development of live shopping in China.First,by analyzing the distribution and supervision characteristics of overseas live shopping,it provides reference possibility for Chinese live shopping.Second,it conforms to the globalization trend of live shopping,master the development rules of overseas live shopping,and provides research value for Chinese live shopping to go overseas and brand internationalization.