Live streaming as a new sales channel. The Spanish model versus the Chinese one

Abstract

Live streaming has become a sales channel for which more and more international companies are betting. In China this type of sale has reached its maximum expansion during the COVID-19 pandemic. Gradually, many companies that operate internationally have begun to incorporate this type of direct sales and e-commerce channels into their business models on their platforms. The main objective of this research is to compare the implementation and operation of this sales channel between the Chinese and Spanish markets, analyzing the purchasing and consumption habits of each country in order to identify their differences and similarities. A combination of quantitative analysis methodologies has been used from primary sources (the results of a survey carried out in Spain) and secondary sources (with data from the Chinese market from previous studies). It is concluded that, both in Spain and in China, the main potential audience is young people and that in a large part of them there is a notable concern for security and privacy as it is a new sales channel.