体育电商直播的发展现状、困境与创新策略研究

A Study on the Current Development Status, Predicaments and Innovative Strategies of Sports E-Commerce Live Streaming

摘要: 体育电商直播融合体育产业与电子商务，借直播推广销售体育用品，是促进体育消费的重要驱动力。其供给端有体育品牌方、MCN机构、体育KOL，依托综合和垂直两类平台，历经初期探索、初步转型及当前阶段，形成四种典型模式，具有专业性、沉浸性等特征。但面临内容与商业转化失衡、供应链与场景需求错位、专业人才缺口、同质化竞争等困境。对此，可通过技术创新、供应链适配、人才培养、价值挖掘等策略解决，未来其引擎作用将更凸显。

Abstract: Sports e-commerce live streaming integrates the sports industry with e-commerce. It promotes and sells sports products through live streaming, serving as a key driver for boosting sports consumption. On the supply side, it involves sports brands, MCN agencies, and sports KOLs, relying on two types of platforms—comprehensive and vertical. Having gone through three stages: initial exploration, preliminary transformation, and the current phase, it has developed four typical models, featuring professionalism and immersion, among other characteristics. However, it faces such predicaments as an imbalance between content and commercial conversion, a mismatch between supply chains and scenario-based demands, a shortage of professional talents, and homogeneous competition. In response, these issues can be addressed through strategies such as technological innovation, supply chain adaptation, talent cultivation, and value exploration. Its role as an engine is expected to become more prominent in the future.