Current Situation and Digital Development Trend of E-Commerce Live Streaming in China

With the continuous progress of the network and the arrival of the era of big data, e-commerce live streaming gradually becomes an optimal choice of consumers’ daily shopping. Since the emergence of e-commerce live streaming in 2016, the potential of e-commerce live streaming gradually expands, and there has been a trend of diversification. The specific division of labor of the industrial chain has become increasingly obvious. By sorting out the development history and evolution trend of e-commerce live streaming, this paper summarizes its development status and characteristics. However, in its evolutionary process and possible future development trend, there are possible or existing problems that need to be solved and arranged in advance. Therefore, this paper summarizes the industry supervision, low-price promotion, younger consumer groups and the efficiency of the whole industry chain to analyze and propose solutions. In this way, we hope that e-commerce live streaming can give play to more advantages in the current trend and achieve a healthier and sustainable development.