Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)

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The influence and enlightenment of live streaming on sales channel management of beauty brands——Take L’Oreal Group as an example

Authors
Shuxin Li1, *
1Guangzhou Huashang College, Guangzhou, China
*Corresponding author. Email: Leesukyan888@163.com
Corresponding Author
Shuxin Li
Available Online 27 December 2022.
DOI
10.2991/978-94-6463-098-5_17How to use a DOI?
Keywords
live broadcast with goods beauty brand channel management
Abstract

With the rapid development of the Internet, shopping methods have also become diversified. In recent years, new forms of online shopping have emerged, and various video flat shooting have gradually emerged, which has also brought a new term "webcasting". At the same time, there are also some practical problems arising from online live broadcasts, such as whether there is a conflict between online stores and live broadcast sales, and whether brands can bring goods through live broadcasts without the help of celebrities or Internet celebrities. This study adopts the single case study method, taking L'Oreal Group as the research object, and conducts a case analysis of L'Oreal Group. This study believes that live streaming has a positive impact on the sales of online flagship stores, and at this stage, brands still need to rely on Internet celebrities to carry out live streaming. The conclusions of this study provide inspiration and reference for how brands can use webcasting to improve their own influence, obtain higher profits and develop brand strategies.

Copyright
© 2023 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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Volume Title
Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
27 December 2022
ISBN
78-94-6463-098-5
ISSN
2352-5428
DOI
10.2991/978-94-6463-098-5_17How to use a DOI?
Copyright
© 2023 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.

Cite this article

risenwbib
TY  - CONF
AU  - Shuxin Li
PY  - 2022
DA  - 2022/12/27
TI  - The influence and enlightenment of live streaming on sales channel management of beauty brands——Take L’Oreal Group as an example
BT  - Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)
PB  - Atlantis Press
SP  - 139
EP  - 145
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-098-5_17
DO  - 10.2991/978-94-6463-098-5_17
ID  - Li2022
ER  -