The Marketing Strategy Of KOL E-commerce Live Broadcast Of Hangzhou A Clothing Company

With the continuous updating and iteration of short video APPs,such as Weibo,We Chat and Tiktok Kwai,e-commerce live broadcasting came into being,and it was continuously updated driven by the progress of social media technology,which provided current users with a unique consumer experience.However,in the current situation,the advancement of digital technology has accelerated the development process of mobile internet,especially the emergence and popularization of smartphones,which have led to the emergence of online live streaming,bringing a huge impact on traditional marketing models.Given the above background,this article is based on the theoretical perspective of Key Opinion Leader(KOL),guided by theories such as precision marketing and interactive marketing,and combined with various research methods such as literature analysis,case study,and Analytic Hierarchy Process,to conduct in-depth and systematic research on the live streaming marketing situation of Hangzhou A Clothing Company.In the research,based on the review of domestic and foreign research results and the induction of relevant theories such as precision marketing,the current status,marketing environment,and existing problems of Hangzhou A Clothing Company’s e-commerce live streaming marketing were analyzed.The research mainly draws the following conclusions:Firstly,in the current e-commerce live streaming marketing,A Clothing Company has utilized self media and other means to carry out a series of e-commerce live broadcasts based on its actual situation.However,the live streaming effect is not significant and A Clothing Company’s products have not been effectively promoted,which also hinders the company’s further development.Secondly,based on the KOL theoretical framework and the Analytic Hierarchy Process(AHP),the article constructs an evaluation system for A Clothing Company’s e-commerce live streaming marketing by selecting five dimensions: professionalism,popularity,interactivity,product display description,and entertainment.After data analysis,it is found that A Clothing Company’s e-commerce live streaming effect is at an average level,and all secondary indicators still need to be further optimized.Through further analysis,A Clothing Company’s e-commerce live streaming still faces problems such as a single marketing content,a lack of professionalism among anchors,and unclear marketing effects.This also provides a basis for how to improve the e-commerce live streaming marketing level of A Clothing Company and enhance marketing strategies in the next step.Thirdly,based on the research findings,the article proposes specific measures to improve A Clothing Company’s e-commerce live streaming marketing.Based on the five characteristics derived from KOL’s live streaming marketing,specific measures are proposed from five aspects: enhancing the professionalism,popularity,interactivity,detailed product descriptions,and entertainment of the anchor.This provides useful reference and reference for helping A Clothing Company improve its e-commerce live streaming marketing level.In summary,this study provides a good reference for A Clothing Company to leverage the value of KOL in short video marketing and enhance the effectiveness of e-commerce live streaming marketing of clothing products.It also helps related enterprises KOL to better enhance their self-value and increase product sales share in marketing,which has great reference significance.