Analysis of the “Group Buying Marketing” Model for Amateur Anchors and its Optimization Strategies—A Case 
Study of Local Group Buying on Douyin

Yancen Liu; Fei Wang

doi:10.18686/fm.v10i2.13946

Analysis of the “Group Buying Marketing” Model for Amateur Anchors and its Optimization Strategies—A Case Study of Local Group Buying on Douyin

Yancen Liu, Fei Wang

Abstract

With the rapid development of social e-commerce, the amateur anchor product promotion model has emerged as a novel e-commerce
format demonstrating significant market potential. Taking the platform Douyin as an example, amateur anchors facilitate traffic conversion
between online and offline channels for merchants while creating entrepreneurial opportunities for themselves through group buying marketing. However, amateur anchors face challenges such as insufficient content creation capabilities, low product compatibility, and unclear commercialization pathways. This paper analyzes the amateur anchor product promotion model and proposes optimization strategies. Through
these measures, amateur anchors can enhance their promotional effectiveness and promote the sustainable development of this model.

Keywords

Group Buying Marketing; Amateur Anchor; Local Lifestyle Services

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DOI: http://dx.doi.org/10.18686/fm.v10i2.13946

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