FEASIBILITY STUDY ON LIVESTREAMS SELLING OF AGRICULTURAL PRODUCTS ON TIK TOK PLATFORM — A CASE STUDY OF YINGKOU CITY IN LIAONING PROVINCE

Abstract

Since the beginning of 2020, offline physical stores and the sale of large quantities of agricultural products have all been affected by COVID-19. However, e-commerce in this case could make full use of its advantages of not being restricted by regional space. From 2020 to 2021, many regions and businesses have tried the form of e-commerce livestreams selling. However, as of May 2021, Yingkou city of Liaoning province was still affected by the COVID-19, resulting in a large number of unsalable agricultural products. The daily unsold volume of three towns in Bayuquan district and five towns in Gaizhou city was nearly 400 tons, which undoubtedly caused huge losses to the local farmers. This situation also indicated how little local farmers knew about the mode of livestreams selling. As the leader of short video platforms, Tik Tok has been studied by a large number of scholars on its operation mode, selling mode and cash ability. Because each region has many problems such as differences in urban factors, refined research is more suitable for these regions. For this reason, it is of certain significance to study the livestreams selling of agricultural products on Tik Tok platform of Yingkou city in Liaoning province.