Whether can Live-Streaming Save the Troubled Company

DOI

10.2991/978-94-6463-811-0_51How to use a DOI?

Keywords

Hong Xing Erke; Live- Streaming; Domestic Brand; Social media

Abstract

Over the past decade, live streaming has emerged as a powerful marketing tool that has reshaped the retail landscape and influenced consumer behaviour. This study uses the case of Erke to explore whether live-streaming sales can be a lifeline for troubled companies. Erke, once a well-known Chinese sportswear brand, faced financial and competitive challenges but achieved recovery through strategic live-streaming campaigns. By analyzing sales performance and brand awareness before and after the adoption of live-streaming, this study evaluates the effectiveness of this approach in revitalizing a declining business. The findings suggest that while live-streaming can generate immediate sales and increase brand awareness, long-term business success depends on factors such as product quality, supply chain management, and continued customer loyalty. This paper contributes to the ongoing discussion on digital transformation in the retail industry and provides insights into the strategic potential of live-streaming as a business recovery tool.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Siyuan Zhang
PY  - 2025
DA  - 2025/08/14
TI  - Whether can Live-Streaming Save the Troubled Company
BT  - Proceedings of the 2025 5th International Conference on Enterprise Management and Economic Development (ICEMED 2025)
PB  - Atlantis Press
SP  - 482
EP  - 491
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-811-0_51
DO  - 10.2991/978-94-6463-811-0_51
ID  - Zhang2025
ER  -