Like other marketing models, the role of livestreaming marketing in cross-border e-commerce can be summarized as follows.
(1) Traffic generation. Livestreaming can be used to generate traffic for stores, thereby promoting sales. Livestreaming is a way to bring traffic to stores or products, but it should be noted that the essence of livestreaming e-commerce is actually the monetization of private traffic, unless the platform pushes new traffic for excellent livestreaming sessions. As far as cross-border e-commerce is concerned, there are cross-cultural communication issues, so product selection and audience group analysis should be more in-depth, and it is best to use foreign Internet celebrities as anchors. The recommended monetization method is to monetize directly in the livestreaming room, or to import livestreaming traffic to the e-commerce platform to promote purchases. The premise of marketing is traffic, so traffic generation is the first role of livestreaming.
(2) Brand enhancement. my country has a complete industrial system and the world’s most powerful supply chain, which can produce a variety of products with extremely high cost-effectiveness. However, our costs are rising and the international business environment is deteriorating. Only by vigorously building brands can we maintain international competitiveness and achieve the fundamental solution for “Made in China”. Live marketing directly faces the audience, and strong interaction is very conducive to conveying brand value. At the same time, it can also collect customer needs and continuously improve products to further enhance brand value.
(3) Increase sales. Live broadcast allows customers to obtain product information more easily and comprehensively, eliminating information gaps. In particular, the emotional transmission in the live broadcast room is much stronger than that of traditional e-commerce, which is very conducive to stimulating consumption. In just a few years, live broadcast sales routines have become very rich. At the current stage, the main reason why people recognize live broadcast is its strong sales conversion ability.