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The Trend of B2B Live Streaming in China's Cross Border E-commerce under the Impact of COVID-19

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DOI: 10.25236/iceesr.2021.111


Yi Yang

Corresponding Author

Yi Yang


Affected by COVID-19, the global import and export trade is facing great challenges. However, according to the data, in 2020, China's cross-border e-commerce retail exports rose against the trend, and a new B2B live streaming trend emerged. In recent years, live broadcast e-commerce has achieved good results in China's B2C market. In the first half of 2020, the transaction scale of live streaming e-commerce reached 456.12 billion Yuan, exceeding the annual scale of 2019.The popularity of B2C live streaming has also affected the B2B field, but there are still some differences between them. Through investigation, observation and other methods, this paper analyzes the trend of B2B live streaming in China's cross-border e-commerce and puts forward some suggestions, hoping to open new channels of foreign trade communication for Chinese enterprises and facilitate online transactions.


Live streaming, Cross-border e-commerce, B2B, China