This book analyzes multiple aspects of the Chinese livestreaming e-commerce industry, including its development and evolution, macro environment, market landscape, platforms, streamer structure trends, influencers, production, and explosive marketing methods, MCN operations, risk assessment and policy management. It not only describes the highly developed state of the industry in China and how it has advanced further as a result of COVID lockdowns, but also focuses on the problems of livestreaming e-commerce and proposes solutions and development strategies. Investigating the development trends, the book also discusses how far livestreaming e-commerce can go during the wind-up period. In particular, based on the underlying logic of people, goods and fields, it assesses the streamer structure of universal participation, product selection, goods supply and price setting, exploring the scene marketing methods of pop-up conversion and the strategic layout of the operating platform. It objectively describes the current state of the Chinese livestreaming e-commerce market, and taking into account Chinese social, cultural, and economic characteristics, proposes solutions to problems in the livestreaming e-commerce industry. This unique book reflects on the Chinese livestreaming e-commerce, and offers insights to help readers understand the industry and the process of industrialization. It is intended for a wide range of readers, ranging from non-experts interested in livestreaming e-commerce, to professionals wanting an overview of the industry’s development.

TikTok has drawn attention from all over the world. Even if you have never used it before, you would still be familiar with its name. Many people have assumed that it is a US-generated platform, and normally awed at its real origin – a Chinese born and operated platform, a sister or parallel platform of Douyin. Because of the short-video platform–TikTok, and also its dispute with the US government, people have started to paying attention to what is really happening and changing in China. Two questions that hang over everyone’s mind seem to be: why China? And why TikTok? This book attempted to answer the question of why short-video platforms such as TikTok—the most popular ‘made in China’ product of all the Chinese digital platforms—became a significant competitor on the global stage. This book explores the reasons behind the rise of short video platforms in China, with a focus on the sudden and unexpected success of TikTok and its parallel platform Douyin. Beginning with the historical development of China’s online screen industry, the book goes on to investigate the ICT industry, its business models and impact on the screen industry, to unfold the reasons behind the domestic popularity of Douyin. It draws on a spectrum of sources including policy documents, industry reports and expert analysis, which is supplemented by interviews with key people in the field. It traces the changing dynamics of the Chinese online screen ecology, and shows how a mixture of technological, industrial and cultural factors contributed to the proliferation of short-video platforms in China. This engaging and topical book will be ideal reading for students and scholars of media and communication studies, platform studies, and political economy studies.

This Research Topic is the third volume of Research Topic "Discourse, Conversation and Argumentation: Theoretical Perspectives and Innovative Empirical Studies". Please, see the second volume here. Also, please see the first volume here. As members of a social world within which interaction needs and communicative tools are intertwined in a series of situated relationships, interactions between individuals, but also between groups and between institutions, emerges from the beginning of life. Thinking about how we participate in an interaction, through verbal and non-verbal exchanges, allows us to focus on explicit and implicit norms, on personal and collective preferences, on subjective and interpersonal theories, and on social processes of construction of meaning that characterize the communicative interactions. Although discursive, conversational, and argumentative interactions play an essential role in our lives, there is no integrated area of psychological research on these types of communicative interactions. A wide variety of works is available concerning the focus on the different roles played by social actors within the interactions (symmetric-asymmetric, protagonist-antagonist, teacher-learner), as well as the interest for the constitutive aspects of the interactions (emotional, motivational, cognitive) or developmental factors (skills, competences, knowledge). However, research on discourse, conversation, and argumentation is conducted in a number of separate research communities that are spread across disciplines and have only limited intertwinement. We believe as necessary to create a space for open dialogue within the community of researchers interested in discourse, conversation, and argumentation from a psychological perspective.

This book is a must-have for anyone who’s working with Chinese social media or planning to enter China. It’s packed with the latest information, actionable insights and strategies for marketers to make the most of WeChat and Weibo. You’ll learn about Chinese consumers, WeChat and Weibo working models and the outlook for digital trends in customer relationship management, artificial intelligence and what kind of changes ‘New Retail’ will bring. What Every Marketer Needs to Know about ChinaHow Your Business Can Harness Chinese Social MediaWeChat: China’s Operating SystemWeibo: China’s Online HotspotThe Future: Get Ready for New Retail Whether you want to enter the market for the first time, expand your presence in China or provide services to Chinese tourists abroad, “Unlocking the World’s Largest E-market” offers practical advice about selling on Chinese social media from someone who has seen the transformation in China’s online world firsthand.

Conference Proceedings of 8th European Conference on Social Media

This publication, produced by FAO and Zhejiang University, examines how rural e-commerce could advance the digital transformation of agri-food systems, including increasing production efficiency, expanding farmers’ market access, improving poverty alleviation, fostering agricultural entrepreneurship, and attracting young generations back to their villages for economic revival and rural revitalization. It is highlighted that an enabling ecosystem with favourable government policies and strategies, public-private partnerships and innovative business models is of great importance to accelerate the development of rural areas in China, and generate larger economic, social and environmental impacts. As the largest developing country in the world, the experience of digital agriculture transformation in China could be shared with other developing countries. The report also discusses some of the challenges encountered and lessons learned during the development of rural e-commerce, as well as the proposals for the way forward.

This book traces the development of video (especially short video, duan shipin) in China over the past few years, exploring how these videos engaged with China’s rapidly changing society, how they enriched existed theories of society, media and communication, and new theories to be extracted. The book offers a new, critical model for understanding the relationship between video, video theory, video industry and the State. This book sheds light on the overall description and explanation of the current socio-political, economic and cultural environment concerning the development of video (especially short video). It interprets the emergence of the “Social Videolization” through the subjects of media psychology, communication studies and cultural criticism, media industrial studies, sociology and anthropology.