Research on the 4P Strategy of Live E-Commerce Cooperation

Between Traditional E-Commerce and Short Video Platforms

Yuying Zhang

College of Humanities, Yang En University, Quanzhou, 362011, China

Keywords: Traditional E-Commerce Platforms, Short Video Platforms, Live Streaming E-Commerce, FCS Theoretical

Framework, Multi-Dimensional Media Integration.

Abstract: This study focuses on the competitive mechanism between live streaming e-commerce and traditional e-

commerce and proposes the theoretical framework of "traffic sharing content empowerment supply chain

collaboration" (FCS). Live streaming e-commerce on short video platforms enhances user stickiness through

traffic fission and content ecology, while traditional e-commerce ensures a closed transaction loop. Multiple

case studies have shown that both parties have formed an ecological synergy through traffic exchange, content

co-creation, and supply chain integration, enabling short video platforms to break through the limitations of

e-commerce infrastructure and traditional e-commerce to obtain new traffic entry points and jointly build

complementary business ecosystems in differentiated competition. Research suggests that the cooperation

between traditional e-commerce platforms and live-streaming platforms is an inevitable trend in the

development of the e-commerce industry. By applying the 4P marketing theory, deep cooperation can be

carried out in product, price, channel, and promotion aspects to achieve complementary advantages, enhance

user experience, and promote business growth. In the future, people can further explore cooperation models

between the two parties in data sharing, user privacy protection, and content innovation. People can combine

new technologies such as VR and AR to enhance user experience and promote sustained innovation and

development in the e-commerce industry.

1 INTRODUCTION

The revolutionary short video and live streaming

technology breakthrough rapidly reconstructs the

global e-commerce ecosystem. According to data

from iResearch Consulting, the transaction volume of

live-streaming e-commerce in China will exceed 4.9

trillion yuan in 2023, a year-on-year increase of

58.3%, while the growth rate of traditional e-

commerce has dropped to single digits. Behind this

data, short video platforms such as TikTok and Kwai

have pushed users from "passive search" to "interest

triggered" new consumption paradigm through the

algorithm-driven "content is shelf" mode. The short

video platform has built a closed-loop chain of

"watching and planting grass, clicking and

purchasing" through dynamic scene display, social

interaction fission, and precise demand matching. Its

daily user usage time is up to 128 minutes, far

exceeding the 27 minutes of traditional e-commerce

platforms. At the same time, traditional e-commerce

giants such as Taobao and JD.com still hold a 68%

share of the Chinese e-commerce market with their

20-year deep cultivation of supply chain networks,

standardized service systems, and consumer trust

barriers despite facing the crisis of user time erosion.

This seemingly fragmented but complementary

industrial pattern has given rise to a competitive

paradox of "traffic competition" and "ecological co-

construction": live streaming e-commerce on short

video platforms urgently needs to break through the

constraints of logistics, payment, and other e-

commerce infrastructure, while traditional e-

commerce urgently needs to activate its content

ecology to cope with intergenerational changes in

users.

In this context, the relationship between

traditional e-commerce and live streaming e-

commerce is shifting from a "zero-sum game" to

"symbiotic evolution". The traffic exchange between

Tiktok Mall and Taobao Live and the supply chain

collaboration between JD Logistics and Kwai's "Fast

Brand" plan marked that both sides began to break

through the inherent boundaries and reconstruct the

Zhang, Y.

Research on the 4P Strategy of Live E-Commerce Cooperation Between Traditional E-Commerce and Short Video Platforms.

DOI: 10.5220/0013832700004719

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics (ICEML 2025), pages 61-68

ISBN: 978-989-758-775-7

competition and cooperation mechanism of "traffic

sharing content empowerment supply chain

collaboration" (FCS). However, existing research has

primarily focused on the competitive strategy of a

single platform, and there is still a lack of in-depth

deconstruction of the operational logic and value

reconstruction mechanism of systematic

collaboration between the two parties. Based on the

multi-case analysis method, this study selects typical

cases such as TikTok and Taobao's commodity

database docking and Kwai and JD's supply chain

integration. This paper will discuss the following core

topics: how to reshape the consumption decision-

making chain of live broadcast e-commerce, break

through the traffic bottleneck of live broadcast e-

commerce, and achieve three-dimensional

collaboration between the two sides. This paper will

discuss these issues.

As Generation Z gradually becomes the main

consumer force, its demand characteristics of "instant

gratification" and "social identity" have transformed

video shopping from an optional option to a must-

have. The significance of this study lies in

deconstructing the three dimensions of the FCS

mechanism and revealing the evolutionary logic of

the business ecosystem in the era of platform

economy: in the stock competition era where user

attention is scarce, only by achieving Pareto

optimality in "content reach efficiency" and "product

delivery capability" through ecological collaboration

can a sustainable digital business future be

constructed.

2 COMPARISON BETWEEN

TRADITIONAL E-COMMERCE

AND LIVE STREAMING E-

COMMERCE

There is a significant difference between traditional

e-commerce and live-streaming e-commerce in the e-

commerce field. Traditional e-commerce displays

products through static images and text(Yi, 2022).

Consumers search and filter to find products, and the

shopping process is relatively rational. They usually

compare prices from three different sources and make

purchasing decisions after considering product price,

quality, and brand. Platform transactions are based on

the trust economy, and consumers' trust in merchants

affects their willingness to purchase.

In contrast, the e-commerce model of live

streaming e-commerce is more innovative and

interactive. The development of e-commerce live

streaming has mainly gone through three stages:

embryonic, exploratory, and explosive. From 2009 to

2015, shopping guide communities represented by

Meilishuo and Mogujie emerged, promoting the

transfer of consumer decision-making initiative to the

consumer end and attracting more people to

participate in online commercial operations (Cheng

and Ou ,2024). From 2016 to 2018, the mobile

Internet was rapidly popularized in China, and the

live broadcast industry became the outlet. The core of

live-streaming e-commerce lies in "real-time

interaction," where hosts display products through

live streaming, and consumers can ask questions and

leave comments in real-time. Hosts respond in real

time, enhancing consumer participation and shopping

experience. At the same time, the "trust economy" is

also the key to live streaming e-commerce, and

consumers' trust in the host plays a vital role in

transactions. Short video e-commerce emphasizes

"content driven," attracting users with rich and

diverse content, integrating product information into

it, displaying products in a storytelling and

entertaining way, and enhancing attention and

interest. In addition, the personalized

recommendation function of short video e-commerce

can accurately push product short videos based on

user data, increasing the probability of users

discovering desired products. Its social

communication advantages can also help merchants

expand potential customers.

In terms of operational mode, traditional e-

commerce is relatively mature and stable, covering

platform construction, merchant entry, product

listing, marketing promotion, and logistics delivery.

Traffic acquisition relies on search engine

optimization and advertising placement. The short

video platform's live broadcast e-commerce operation

mode is more innovative and diversified. TikTok

builds a deep collaborative ecosystem between live

broadcasts and the mall with a three-dimensional

drive of "content+algorithm+supply chain." At the

level of traffic sharing, relying on interest

recommendation algorithms, the live content is

accurately matched with user needs, forming a

closed-loop chain of "live streaming room drainage -

mall reception." Regarding content empowerment,

Tiktok strengthens the vitality of the mall with a multi

matrix of "talent live broadcast+brand self

broadcast+PGC content." Regarding supply chain

collaboration, Tiktok uses third-party service

providers to compensate for performance weaknesses

and achieve efficient collaboration of "front-end

content fission+back-end speed." Now live-streaming

e-commerce has entered a new stage of quality live

ICEML 2025 - International Conference on E-commerce and Modern Logistics

streaming from the entertainment influencer model

Wang (Yu ,2024) .

3 PRODUCT ANALYSIS AND

STRATEGY

3.1 Product Adaptability Analysis

It pointed out that in e-commerce live streaming

marketing, live streaming characteristics,

atmosphere, and product features have a positive and

significant impact on consumers' perceived pleasure

(Lin, Wu & Pan, 2024). The "content-driven" and

"interactive experience" characteristics of live

streaming sales require product selection to match the

user's decision-making process accurately. Based on

the S-O-R theoretical hypothesis model framework

and empirical research, The products adapted to live

streaming scenes should focus on the following

dimensions: high interactive products, such as beauty,

clothing, and home goods, become the golden

category in live streaming rooms due to the need for

concrete display (Lin , Wu and Pan,2024). The

anchor constructs an immersive experience through a

"trial+commentary" mode, and the adaptability of

such products comes from visual deconstruction and

instant feedback mechanisms. High-cost performance

products require activating consumer impulses

through price anchoring strategies to meet users'

sensitivity to price elasticity. New categories and

trend products, suitable for the "content seeding"

attribute of live streaming, can seize the blank space

of users' minds through scenario-based education and

KOL trust endorsement. According to Feigua data, in

2023, more than 70% of the top 100 products of

TikTok live broadcast GMV will be cosmetics, food,

and home furnishing, which are characterized by low

decision thresholds and high emotional added value.

In the future, product adaptation will evolve towards

dynamic matching, using AI to monitor real-time

interactive hot words in live streaming rooms and

automatically recommend suitable products.

3.2 Product Differentiation Strategy

In live-streaming sales, products suitable for live-

streaming promotion should have high interactivity,

cost-effectiveness, and new product categories and

trends. Highly interactive products, such as beauty,

clothing, household items, etc., can allow consumers

to intuitively feel the effect and quality through the

host's display and trial. High-cost, cost-effective

products are more likely to attract live-streaming

platform users, while new categories and trend

products can open up the market faster.

Traditional e-commerce platforms must establish

a differentiated product selection system and form

ecological niche differentiation. Taobao should focus

on "creative, driven" products, establish a "data

filtering+content empowerment" mechanism, and

incubate new consumer brands. For example, JD.com

focuses on high decision threshold categories such as

3C digital and high-end home appliances, leveraging

its supply chain and genuine product guarantee

advantages and building a "technical analysis+service

value-added" path. In Dyson's bladeless fan live

broadcast, technicians dismantle products on-site and

cooperate with service commitments to promote the

sales of high-priced products.

The two platforms can connect the "product

combination scenario solution" link. Taobao

collaborates with home furnishing brands to launch a

small apartment renovation package that utilizes VR

technology to achieve cross-category bundled sales.

These strategies can not only leverage the platform's

supply chain integration capabilities but also build a

depth of consumer decision-making that is difficult to

replicate for short video platforms and live-streaming

e-commerce.

4 PRICE STRATEGY:

BALANCING BRAND IMAGE

AND LIVE STREAMING

DISCOUNTS

4.1 Brand Image and Pricing Strategy

Traditional e-commerce platforms can effectively

reduce consumers' risk perception for luxury and

high-end brands through long-term accumulated

brand reputation and standardized service systems.

These platforms typically build consumer trust in

product quality through strict merchant entry review

mechanisms and genuine product guarantee

commitments (such as JD self-operated and Tmall

official flagship stores). However, although the real-

time interactive characteristics of live streaming e-

commerce can alleviate information asymmetry

problems through professional explanations and

instant Q&A from hosts, its short-term promotion

orientation may pose potential risks to the image of

high-end brands. For example, frequent price wars or

excessive reliance on low-price strategies can easily

lead consumers to form a "cheap" perception,

Research on the 4P Strategy of Live E-Commerce Cooperation Between Traditional E-Commerce and Short Video Platforms

weakening the brand's premium ability. Therefore,

high-end brands need to strengthen their

differentiation strategies in live streaming scenarios,

such as launching limited edition co-branded

products or customized services, which meet

personalized needs and avoid price-sensitive

consumers questioning the brand value.

From the perspective of pricing strategy,

traditional e-commerce tends to maintain a stable

promotional rhythm (such as "618" and "Double 11")

and enhance consumer expectations through long-

term planning. Live streaming e-commerce, on the

other hand, relies on time-limited marketing

strategies such as "flash sales" and "limited edition

flash sales," using scarcity awareness to stimulate

impulse consumption (Zhao & Lv, 2024). Research

shows that high-involvement products are suitable for

using time-limit strategies to reduce consumer

decision anxiety; low-involvement products can

enhance scarcity effects through quantity limitations.

It is worth noting that although the short video

platform live broadcast e-commerce (such as TikTok)

is rapidly attracted by immersive content, its after-

sales service system is still not perfect, leading to

consumers of high-value goods still tend to choose

traditional e-commerce. This indicates that live-

streaming e-commerce needs to integrate deeply with

traditional platforms in the supply chain and after-

sales service links to achieve a win-win situation for

brand image and sales conversion.

4.2 Price Competition and Cooperation

The cooperation between traditional e-commerce and

live-streaming platforms is essentially a

complementary combination of traffic dividends and

brand potential. For example, the "JD × Tiktok

Exclusive Coupon" model uses the live broadcast to

stimulate consumption and relies on the logistics and

after-sales support of traditional e-commerce to

reduce users' risk perception. This type of cooperation

can strengthen price advantages through anchoring

effects: displaying high anchor pricing in live

broadcasts (such as "original price 3999, live

broadcast room only 1999"), utilizing consumers'

dependence on reference points to enhance perceived

value, while weakening the adverse effects of price

wars through platform endorsement.

However, the differentiated advantages of both

also highlight their respective limitations.That

scientific pricing can encourage more consumers to

consume and meet different consumer groups

(Bai ,2024). Although traditional e-commerce has a

mature supply chain and after-sales system, its user

growth is slowing down, and it relies on traffic

injection from live-streaming platforms. Although

live-streaming e-commerce can attract new

customers through anchor personas and entertaining

content, user stickiness is low, and repeat purchase

rates rely on sustained price stimulation. In addition,

it is necessary to be vigilant about the heterogeneity

of consumer psychology in cooperation: research has

shown that the male group with rich social experience

has a stronger perception of deception in limited-time

promotions, so cooperation strategies should be finely

designed for different customer groups. For example,

limited-time discounts can be increased for college

students and women. At the same time, for high-

income groups, emphasis can be placed on scarcity

packaging, such as exclusive first-release and limited

edition packaging, to avoid diluting brand value with

low-price strategies.

Collaborating between traditional e-commerce

and live-streaming platforms must balance short-term

conversion and long-term value. By implementing a

differentiated pricing strategy, the volume of mass-

market brands is targeted for strategic expansion,

while price elevations for high-end brands are

systematically pursued, both implemented via tiered

operational frameworks. This can not only leverage

the traffic advantage of live streaming but also

maintain the brand assets of traditional e-commerce,

ultimately achieving sustainable growth.

5 PRICE STRATEGY:

BALANCING BRAND IMAGE

AND LIVE STREAMING

In the context of the rapid development of e-

commerce, optimizing channel strategies has become

the key to enhancing platform competitiveness. E-

commerce platforms are reshaping the industry

ecosystem through collaborative innovation in

logistics and supply chains and exploring cooperation

models with emerging channels such as live

streaming. Taking JD.com as an example, its logistics

network built on the Asia No.1 intelligent warehouse

group has significantly improved the regional

stocking accuracy of popular products by

incorporating live streaming data into the sales

forecasting model. For example, when announcing

the sale of a particular sweeping robot in Luo

Yonghao's live broadcast room, the system

transferred 3000 devices to core city warehouses such

as Beijing and Guangzhou 12 hours in advance based

on historical conversion rates and user geographical

ICEML 2025 - International Conference on E-commerce and Modern Logistics

distribution data, ultimately achieving 87% of orders

to be delivered the next day, which is 1.2 days shorter

than the traditional warehouse distribution mode.

This practice shows that traditional e-commerce

platforms can optimize warehouse layout and

distribution paths through data sharing and intelligent

prediction technology, effectively cope with logistics

pressure in large-scale promotional activities, and

reduce inventory redundancy risks. In addition, the

supplier resources and quality control experience

accumulated by e-commerce platforms can provide a

stable product supply guarantee for live streaming

channels, ensuring consistency in consumer

experience. This viewpoint that "blockchain

technology plays an important role in e-commerce

supply chain logistics"(Zhou ,2023). In addition, that

blockchain technology could comprehensively

integrate scattered logistics resources, accelerate the

informatization construction of the entire smart

logistics industry, reshape the information flow in the

smart logistics industry, and strengthen the security

and privacy of information data(Li &Zhang, 2021).

Regarding channel cooperation models, cross-

platform resource integration and the construction of

user behavior loops have become breakthrough

directions. Taking the cooperation between Taobao

and Tiktok as an example, the two sides realized that

users could directly jump to the e-commerce platform

to complete the purchase when watching the live

broadcast through the commodity database docking

technology, forming a seamless connection of

"content grass planting - instant conversion." This

model shortens the consumer decision-making

process and stimulates potential demand through

immersive experiences in live-streaming scenes,

promoting efficient monetization of traffic.

Furthermore, e-commerce platforms can leverage

blockchain technology's traceability and innovative

contract capabilities to enhance transaction

transparency and performance efficiency in cross-

platform cooperation.

6 PROMOTION STRATEGY:

MULTI DIMENSIONAL MEDIA

INTEGRATION TO ENHANCE

USER FAVORABILITY

In e-commerce promotion strategies, multi-

dimensional media integration has become the core

path to enhance user favorability and conversion

efficiency. Compared to traditional promotion

methods that rely mainly on offline advertising,

television placement, or static graphics and text,

modern media forms have reconstructed the chain of

user reach and brand communication through

precision, interactivity, and ecological features.

Taking paid media as an example, traditional

promotions rely on a widespread exposure logic,

while live streaming platform advertising relies on

big data algorithms to achieve precise targeting. At

the same time, the KOL cooperation model breaks

through the one-way communication limitations of

traditional celebrity endorsements and constructs an

efficient link of "trust endorsement instant

conversion" through real-time interaction and

scenario-based recommendations from top anchors.

The cooperation case between Li Jiaqi and Taobao

shows that the single sales revenue of their live

streaming room can reach hundreds of millions of

yuan, and the user repurchase rate is more than 40%

higher than that of ordinary product pages, which

confirms the unique value of KOLs in shortening the

consumption decision-making cycle and enhancing

user stickiness.

The construction of self-owned media further

highlights upgrading the platform's independent

operation capability. Traditional e-commerce relies

heavily on external traffic imports. Self-owned media

has achieved a dual breakthrough in traffic circulation

and user immersive experience by optimizing the

platform's live streaming function and content

ecology. Taking Taobao Live as an example, its

virtual live streaming room, multi-screen interaction,

and other technologies have extended the average

viewing time of users from 30 seconds on traditional

graphic pages to 15 minutes, increasing conversion

rates by nearly 5 times. In addition, by incentivizing

businesses and users to create short videos and review

content, the platform has built an ecosystem that

integrates user-generated content (UGC) and

professionally generated content (PGC). This content

matrix reduces users' resistance to hard advertising. It

increases the unit price of clothing, beauty, and other

categories by more than 20% through scenario-based

guidance of "planting grass pulling grass." Compared

to the one-way information output of traditional

promotions, self-owned media emphasizes

cultivating user participation and brand identity,

thereby forming sustainable traffic accumulation.

Winning the rise of media signifies the core

position of user discourse power in the promotional

ecosystem. Interpersonal social circles limit

traditional word-of-mouth communication, while the

word-of-mouth effect in the era of social media can

achieve exponential growth through viral diffusion.

For example, Pinduoduo inspires users to actively

Research on the 4P Strategy of Live E-Commerce Cooperation Between Traditional E-Commerce and Short Video Platforms

share through its "Bargain for Free" campaign, which

can reach over ten million users in a single event, with

30% of the new traffic coming from natural

dissemination on social chains. Brand co-branding

and exclusive cooperation are other efficient

strategies for winning media. In the joint product

launch event between Taobao and the Palace Museum

Cultural and Creative Industry, the limited edition

product exceeded 1 billion social media exposures

and sold out within 72 hours. This not only

strengthens the cultural tone of the platform but also

stimulates users' instant consumption impulse

through scarcity marketing. this type of strategy

sharply contrasts the "price war" logic of traditional

promotions and focuses more on emotional resonance

and brand value transmission(Zhao and Ma ,2025) .

At the same time, product trust and anchor

professionalism, attractiveness, and popularity can all

enhance consumers' perceived value.

It is worth noting that the synergistic effect of the

three primary media forms is reshaping the promotion

logic. Paid media is responsible for precise traffic

diversion, self-owned media achieves deep operation,

and winning media amplifies the long-tail effect.

Together, the three construct a closed loop of "traffic

acquisition scene conversion word-of-mouth fission."

For example, in the "618" promotion, JD targeted to

attract young users through Tiktok advertising, used

the immersive experience of its live broadcast room

to facilitate the placement of orders, and then

encouraged social sharing through the return of users'

bills, ultimately achieving year-on-year growth of

GMV during the event. During this process, the

traceability of blockchain technology ensures the

transparency of promotional activities, while smart

contracts automatically distribute rewards, reducing

the risk of human intervention and disputes. From

this, it can be seen that multi-dimensional media

integration not only breaks through the singularity

and inefficiency of traditional promotions but also

promotes the paradigm upgrade of e-commerce

promotions from "traffic consumption" to "value

creation" through technological empowerment and

ecological synergy.

7 CASE ANALYSIS

Taobao Live attempts to build a differentiated

advantage in e-commerce competition through a

dual-track strategy of "flagship store self-

broadcasting" and "linkage with top anchors." This

year's "Double 11," Taobao's clothing category, is

still facing fierce competition from platforms such as

TikTok. During the promotion opening day, the

turnover of 3754 Tmall apparel brands doubled year

on year, while the turnover of apparel brands in

Tiktok E-commerce increased by 92% year on year,

and the order volume increased by 90% year on year

(He, 2024).

At the same time, Taobao Live is accelerating its

"store self-broadcasting" strategy, shortening the user

decision-making process through a direct connection

between flagship store live rooms and product pages.

For example, international beauty brands such as

Haitian are testing the waters in Taobao store live

streaming, gradually reducing their dependence on

top anchors by combining platform traffic support.

This strategy will show initial results during the 2023

Double 11 shopping festival: the live streaming time

of Taobao beauty industry stores will increase by

35% year-on-year, and some brands' single store live

streaming sales will account for over 40%. Compared

to the high investment and low return of Li Jiaqi's live

streaming room, brand self-broadcasting achieves the

dual goals of cost control and user retention through

more flexible pricing, intuitive product display, and

interaction.

The inspiration is that e-commerce live streaming

needs to balance the "super head effect" and

"ecological health." The case of Li Jiaqi shows that

relying solely on top anchors can easily lead to a

vicious cycle of rising traffic costs and loss of user

trust. Taobao Live is shifting towards "winning by

quality," attempting to reshape user experience by

simplifying promotion rules and optimizing self-

broadcasting functions. In the future, platforms must

explore decentralized traffic distribution mechanisms

further, strengthen the self-broadcasting capabilities

of small and medium-sized merchants and brands,

and use blockchain technology to ensure promotion

transparency, building a sustainable live-streaming e-

commerce ecosystem.

8 CHALLENGE AND

COUNTERMEASUR

E-commerce live streaming faces multiple challenges

in brand image protection, channel coordination, and

cost control. Firstly, the risk of brand image has

intensified. In the "Double 11" of Li Jiaqi's live

broadcast room in 2023, due to the complex

promotion mechanism and the higher prices of some

commodities than offline channels, consumers'

negative feedback was triggered, and a large number

of roasts appeared on such platforms as Xiaohongshu.

ICEML 2025 - International Conference on E-commerce and Modern Logistics

Overreliance on live streaming from influencers may

lead to losing brand pricing power and even affect

brand reputation due to personal disputes among

hosts. The blockchain technology is essential in e-

commerce supply chain logistics(Tang ,2023).For e-

commerce enterprises to achieve long-term and

healthy development, they need to constantly

innovate and reform, fully explore new technologies,

utilize blockchain and other new technologies,

promote the development of supply chain logistics,

facilitate the circulation of information resources, and

enhance enterprises' economic benefits. In this

regard, brands need to strengthen price control,

achieve omnichannel price transparency through

blockchain technology, establish public opinion

monitoring and rapid response mechanisms, balance

the proportion of influencer cooperation and self-

broadcasting, and reduce the risk of image damage.

Secondly, channel conflicts become explicit.

Taobao Live relies on top anchors like Li Jiaqi and

promotes brand self-broadcasting, leading to resource

allocation conflicts. For example, international

beauty brands account for over 40% of their single-

store sales in Taobao's self-broadcast, but Li Jiaqi's

live streaming room still undertakes the core sales

task. On the first day of its launch, over 130 brands

did not meet sales expectations, exposing insufficient

coordination between channels. Brands must adopt a

differentiated product selection strategy, prioritizing

popular products for self-broadcasting channels to

consolidate user stickiness. At the same time, live-

streaming influencers promote new products and use

smart contracts to allocate commissions

automatically, reducing interest disputes caused by

manual intervention.

Finally, the pressure of operating costs is rising.

Li Jiaqi's live streaming room invested 500 million

yuan in red envelopes to drive sales of 9.5 billion

yuan on the first day. Still, it decreased by over 50%

compared to 2022, and the input-output ratio

declined. Although the cost of brand self-

broadcasting is controllable, initial traffic acquisition

still requires investment. In this regard, the platform

can use AI algorithms to optimize traffic distribution,

such as tilting natural traffic towards high conversion

live streaming rooms and reducing dependence on

paid promotion. In addition, simplifying promotion

rules (such as the "one-click coupon" function in

some flagship stores on Taobao, which increases

conversion rates by nearly 2 times) can reduce user

decision-making costs and indirectly reduce

operational losses. In the future, researchers must

seek a dynamic balance between cost, efficiency, and

experience through technological empowerment and

model innovation.

9 CONCLUSION

This study profoundly explores the development

trend of cooperation between traditional e-commerce

platforms and live-streaming platforms. The analysis

of the 4P marketing theory reveals the feasible path

for both parties to achieve complementary

advantages, enhance user experience, and promote

business growth in the e-commerce industry.

Regarding product strategy, traditional e-commerce

platforms should carefully select products suitable for

live-streaming promotion, focus on product

differentiation, and enhance users' purchasing

willingness. By focusing on highly interactive, cost-

effective, and new product categories and trends, this

can better meet the needs of consumers in live-

streaming scenarios, such as beauty, clothing,

household goods, and other highly interactive

products. Consumers can intuitively feel the effect

and quality through the host's display and trial. High,

cost-effective products are more likely to attract the

user base of live streaming platforms, while new

categories and trend products can quickly open up the

market and attract consumers' attention and interest.

Regarding pricing strategy, traditional e-

commerce platforms need to balance maintaining

brand image, providing price discounts, and

launching "platform exclusive discounts" to meet the

needs of different users. High-end brands can

strengthen differentiation strategies in live streaming

scenarios, such as launching limited edition co-

branded products or customized services, to avoid

price-sensitive consumers questioning brand value.

For products with high sensitivity to price elasticity,

time-limited marketing strategies such as "flash

sales" and "limited purchases" are adopted to

stimulate consumers' impulse consumption by

utilizing scarcity awareness.

Regarding channel strategy, traditional e-

commerce platforms should fully leverage their

logistics and supply chain advantages, optimize

logistics distribution, integrate supply chain

resources, and enhance user experience. Through

deep cooperation with live streaming platforms, data

sharing intelligent prediction can be achieved, and

warehouse layout and delivery routes can be

optimized, ensuring that consumers can receive goods

quickly and conveniently and improving their trust

and satisfaction with the platform.

Research on the 4P Strategy of Live E-Commerce Cooperation Between Traditional E-Commerce and Short Video Platforms

In terms of promotional strategies, integrating

paid, proprietary, and winning media is the key to

increasing platform exposure and user favorability.

Precise advertising placement, KOL cooperation,

optimizing live streaming functions, and building a

content ecosystem can achieve efficient traffic

conversion and viral word-of-mouth spread,

promoting the sustained growth of the e-commerce

business.

In the future, people can further explore the

cooperation models between traditional e-commerce

platforms and live streaming platforms in data

sharing, user privacy protection, content innovation,

and how to combine new technologies such as VR

and AR to enhance user experience, promote the

continuous innovation and development of the e-

commerce industry, create a more intelligent and

immersive shopping environment for consumers, and

inject new impetus into the prosperity of the industry.

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