Research On The Valuation Of Internet Live Streaming E-Commerce

In recent years,Internet live broadcast e-commerce has developed rapidly as a new economic format and industrial chain.Especially since the outbreak of the new crown epidemic,live broadcast e-commerce has shown explosive growth due to its unique advantages,and a large amount of capital has poured into the industry,creating trillions of dollars.market.However,despite the rapid development of Internet live-streaming e-commerce,there is currently a lack of relevant research on the valuation of such enterprises.A reasonable valuation can not only accurately evaluate the real value of the enterprise,but also help investors to invest rationally and prevent the risk of capital market bubbles..In this industry,Kuaishou’s live broadcast e-commerce business is mature and has outstanding characteristics,which is representative to a certain extent.Therefore,this paper selects this company for valuation research.On the basis of literature review and theoretical review,this paper first analyzes the development status of Internet live broadcast e-commerce from the four dimensions of users,income,industry and policy.Secondly,combined with the Kuaishou live broadcast e-commerce business,it expounds the characteristics of Kuaishou live broadcast e-commerce affecting its valuation.Then,in-depth analysis of the factors affecting the valuation of Kuaishou live broadcast e-commerce.Finally,select Metcalfe’s law,combine the development status of Internet live broadcast e-commerce and the influencing factors of Kuaishou live broadcast e-commerce valuation to modify the relevant parameters,and obtain the revised live broadcast e-commerce valuation model.And take Kuaishou’s annual data in 2020 and monthly data from January to June 2021 as samples to evaluate and analyze the results.This paper uses the combination of qualitative analysis and quantitative analysis,case analysis method and comparative analysis method,and draws the following research conclusions after in-depth research on the above content:(1)User scale,user contribution,and market share affect the value of Kuaishou live broadcast e-commerce;There is a positive correlation between the number of users and the value of Kuaishou live broadcast e-commerce.Policies and regulations affect the value of Internet live broadcast e-commerce.(2)Based on Metcalfe’s Law,the valuation model after the revision of user scale,user contribution and market share has a better valuation effect.This article selects Kuaishou’s annual data in2020 and monthly data from January to June 2021 as samples for valuation.The median overall valuation difference rate is 10.62%,and the valuation effect is good.Based on the above research,this paper puts forward the following suggestions:(1)For live broadcast e-commerce companies,we should pay attention to business indicators such as user scale,user contribution,and market share,and improve the information disclosure system.(2)For market investors,when valuing the invested company,this model can be referred to and a variety of methods can be used for valuation.Market investors should also regulate investment behavior and invest rationally.(3)For the supervisory level,the state,local governments,and industry associations should strengthen supervision through a three-pronged approach to safeguard the legitimate rights and interests of consumers and investors.