Under The New Trend Of Douyin Development Path Analysis
DOI:
https://doi.org/10.54691/bcpbm.v34i.3099Keywords:
TikTok; e-commerce; live sales; development path.Abstract
TikTok, a short video social software, has rapidly attracted a huge user base with its novel format and rich content, and its "short video + live streaming + e-commerce" model has become blue ocean marketing model favoured by e-commerce companies in recent years. It also provides technical support for the continuous innovation of its merchandising model.In recent years, as more and more celebrities have entered Tiktok, the number of registered users on the platform has increased dramatically, and many people will go to watch short videos and some live broadcasts in their spare time. Many companies will sell their products through the live broadcast of TikTok, which also attracts many consumers. Some brand suppliers are looking for celebrities or weblebrities to sell their products and promote their brands through live streaming. The higher the traffic, the more brands will be attracted to work with them. This study analyses the competitiveness of TikTok in terms of technology, market, talent and socio-economic aspects, as well as the problems of TikTok e-commerce today and some suggestions to improve them.
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