中国直播电商发展与消费体验重构分析

Analysis of the Development of Live Streaming E-Commerce in China and the Restructuring of Consuming Experience

摘要: 本文旨在剖析2010~2020年中国直播电商对线下实体消费体验的解构与重塑，补充消费空间与数字技术融合的历史性研究，并为未来零售业态演变提供理论借鉴。研究基于中国电子商务市场数据，梳理直播电商萌芽、成长、爆发三阶段历程，分析供给侧模式创新与需求侧消费者行为变迁。结果显示，直播电商实现“人货场”重构，推动消费体验从线下实体的时空受限、理性决策转向线上线下融合的随时随地、情感驱动。全域消费体验重构仍面临线下场景适配不足、线上信任体系薄弱、全域协同机制缺失等问题。对此，本文提出完善政策监管、优化平台运营、强化商家主播专业建设、技术赋能体验升级、拓展垂直领域与城乡融合的多元策略。结论指出，直播电商是消费社会深层变迁，上述措施可推动其从爆发式增长转向可持续发展，成为未来零售核心力量。

Abstract: This paper aims to analyze the deconstruction and reshaping of offline physical consuming experiences by live streaming e-commerce in China from 2010 to 2020. It seeks to supplement the historical research on the integration of consuming space and digital technology, and to provide a theoretical reference for the future evolution of retail formats. Based on data from the Chinese e-commerce market, the study traces the three-stage development of live streaming e-commerce: the embryonic stage, the growth stage, and the explosive stage. It analyzes innovations in supply-side models and changes in demand-side consumer behavior. The results show that live streaming e-commerce has reconstructed the “people-goods-scene” model. It has driven the omnichannel consumer experience to shift from the spatio-temporal constraints and rational decision-making of offline commerce toward an online-offline integration that is on-demand and emotion-driven. However, the reconstruction of the omnichannel consuming experience still faces challenges, including insufficient adaptation of offline scenarios, a weak online trust system, and a lack of omnichannel coordination mechanisms. In response, this paper proposes multiple strategies: improving policy regulation and supervision, optimizing platform operations, strengthening the professional development of merchants and streamers, leveraging technology to enhance experiences, and expanding into vertical sectors as well as promoting urban-rural integration. In conclusion, live streaming e-commerce represents a profound transformation in the consuming society. The measures proposed above can facilitate its transition from explosive growth to sustainable development, establishing it as a core force in the future of retail.