Exploring China's Economic Resurgence: The Role of Live-Streaming Online-commerce in Post-Pandemic Recovery

Abstract

Many scholars are interested in this emerging sales channel, but they are inclined to investigate the psychological impact of ECLS (Online-commerce Live-Streaming) on customers' buying behaviour. Limited knowledge exists on the impact of ECLS on industries such as agriculture and clothing. The Coronavirus disease 2019 pandemic cast all across the world, leading to unparalleled disruptions across several sectors and generating a cascading effect on the economic terrain. China, being the focal point of the pandemic, had a notable transformation in its consumption patterns, characterised by an initial decline in consumption. This study will examine how the COVID-19 pandemic affected consumer habits, which over the preceding ten years contributed significantly to China's Gross Domestic Product (GDP). In the middle of the economic turbulence, a notable phenomenon developed that significantly influenced China's economic recovery - the growing prevalence of live-streaming online-commerce. This article examines the potential for China's economic recovery in the aftermath of a decline in consumption during the COVID-19 epidemic. It specifically focuses on the mobilization and development of online-channel commercial streaming in two sectors, which are the agriculture industry, and the fashion and apparel industry.