Could the Introduction of Live-Streaming E-Commerce Save Struggling Companies?-The Case of Domestic Brand Vitality 28

DOI: https://doi.org/10.62517/jnme.202510606

Author(s)

Jiahui Han

Affiliation(s)

Jinan New Channel-JUTES High School, Jinan,China *Corresponding Author

Abstract

This study examines how the emergence of live-streaming e-commerce presents transformation opportunities for traditional domestic brands facing market contraction and brand aging. Focusing on Vitality 28, a company that experienced operational crises, the research investigates whether live-streaming commerce can effectively rescue distressed enterprises. Through case study analysis combined with literature review and analysis of public data (including sales figures, media coverage, and user feedback), the findings reveal that live streaming commerce significantly boosted Vitality 28's short-term sales performance (with explosive GMV growth) and brand visibility (evidenced by social media buzz and expanded reach among younger consumers). This success primarily stemmed from differentiated host personas, precisely tailored content strategies, and leveraging platform traffic advantages. However, the model also encountered challenges, including viewer traffic sustainability, supply chain pressures, limitations in profound brand image transformation, and product innovation gaps. The research demonstrates that while live streaming commerce serves as an effective short-term "emergency treatment" and revitalization tool for distressed companies, its long-term "rescue" efficacy fundamentally depends on concurrent improvements in core corporate competencies (product development, organizational capabilities, and supply chain management). This study provides practical insights and risk awareness for traditional struggling enterprises exploring digital transformation.

Keywords

Live Streaming Commerce; Distressed Companies; Corporate Transformation; Marketing Strategy; Vitality 28; Domestic Brands

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