Can the Introduction of Live Streaming E-Commerce Rescue Distressed Companies: A Case Study of Domestic Brands_Vol. 3 No. 2 (JBM 2026)_Journal of Business and Marketing (ISSN: 3005-5717)

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Can the Introduction of Live Streaming E-Commerce Rescue Distressed Companies: A Case Study of Domestic Brands

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DOI: https://doi.org/10.62517/jbm.202609213

Author(s)

Xinhang Wang

Affiliation(s)

Anqing Normal University, Anqing, Anhui, China

Abstract

Against the backdrop of global competition and consumption upgrading, domestic brands face intergenerational development dilemmas: traditional time-honored brands suffer from brand aging and growth stagnation, with Shanghai Watch's market share shrinking by 62% in 2023 compared to 2010 and recognition among young consumers below 20%; emerging brands are constrained by high traffic costs and homogeneous competition, as Perfect Diary's 2023 marketing expense ratio reached 45% with a net profit margin of -12.7%. Live streaming e-commerce has achieved explosive growth through its "person-goods-scene" reconstruction capability, with China's live streaming market reaching 3.58 trillion yuan in 2023 and user penetration exceeding 65%. This study adopts a multi-case comparative analysis method, combining questionnaire surveys and empirical data analysis, to construct a "live streaming-brand dilemma resolution" theoretical framework, revealing its mechanism of action in three dimensions: traffic acquisition, brand renewal, and sales conversion, and proposing differentiated transformation strategies. The research value lies in expanding the interdisciplinary perspective of brand management and marketing in the digital economy era, providing transformation solutions for distressed domestic brands, and offering references for industry regulation and policy formulation.

Keywords

Live Streaming E-Commerce; Distressed Companies; Domestic Brands; Brand Recovery; Transformation Strategy

References

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