Research On The Solution Of Products Selection For Production-Scale Tea Enterprises In Tiktok Live-Stream Marketing

In the end of 2019,the COVID-19 pandemic dealt a severe blow to the tea industry,which heavily relied on offline services.In response,tea merchants and enterprises turned to online sales channels for survival.Live-streaming marketing and other channels quickly gained popularity,with the consumption of tea online increasing by over 20%.Consumer purchasing power directly drove the vigorous development of the tea industry.Against this backdrop,production-scale tea enterprises in Anhui Province are actively developing live-streaming marketing businesses.However,in today’s thriving live-streaming marketing environment,consumer expectations are increasing,and tea companies are paying more attention to the selection of tea products for live-streaming marketing.This article attempts to analyze the selection of tea products by production-oriented tea enterprises in live-streaming marketing on Tiktok in Anhui Province,based on the current situation of these enterprises’ tea product live-streaming marketing on Tiktok from the perspective of producers.In the previous literature review,core concepts such as production-oriented tea enterprises,tea products,and selection strategies in live-streaming marketing were thoroughly studied and defined.The In-depth Interviews was identified as suitable for researching from the perspective of producers,and non-participatory observation was used to collect product data in live-streaming channels to increase the richness and reliability of the data,as well as deepen the understanding of the research object.During the mid-term research process,the encoding of data was conducted using the Grounded Theory to analyze the selection path of production-scale tea enterprises in Anhui Province.Based on the underlying logic of selection,two strategies were proposed to deepen the selection process: the horizontal selection strategy based on changes in market demand and the vertical selection strategy based on changes in the underlying logic of selection.Based on the application of these strategies in the same field,a transformation model for the selection strategy of production-scale tea enterprises in Tiktok live-streaming marketing was established.In the later stage of the research,the following issues were discovered in the actual selection process of production-scale tea enterprises in Anhui Province: firstly,the mismatch of selection strategy due to changes in market demand and platform limitations;secondly,the restriction of production-scale products in the selection process due to factors such as common tea products and market geography;and thirdly,the low match between tea product selection strategy and market demand,and the problem of excessive pursuit of sales.In response to the above problems,corresponding strategies have been proposed from three aspects: target consumer attributes,market and platform factor changes,and tea product selection attribute changes.(1)Optimize the vertical selection strategy planned by shelf order,refine the target consumer attributes of welfare,continuation,and profit tea products,and promote the combination of product selection and product effectiveness in the selection process;(2)Optimize the horizontal selection strategy planned by seasonal activities throughout the year,focusing on hot consumption nodes throughout the year,and make good use of the commercial advantages of the platform,tap into the consumption needs of new customers,and expand the target audience;(3)Optimize the visual effects of continuation products in live-streaming marketing,to enhance the differentiation of product features and break the current competition status quo of "standard products." These suggestions provide some reference and suggestions for the optimization of selection strategies for production-scale tea enterprises in Anhui Province in live-streaming marketing.