The Current Situation, Problems, and Coping Strategies of Chinese Live-Streaming E-Commerce Against the Background of Metaverse

Abstract

Live-streaming e-commerce, as a new business model, reshapes traditional retail from the three dimensions of people, goods, and venues, and plays a positive role in promoting agriculture and increasing employment. Chinese live-streaming e-commerce has gone through a rapid growth period, commercialization period, and has now entered a period of commercial explosion. From the perspective of the metaverse, the main characteristics of Chinese live-streaming e-commerce are strong support from national policies and active promotion by local governments; rapid development, driving the growth of surrounding industries; live-streaming e-commerce promotes the "revitalization of domestic products", with first- and second-tier cities leading the consumption of domestic products; the business model is gradually taking shape and evolving towards diversification. Regarding the problems of live-streaming e-commerce in China, the article attempts to provide solutions.