Can Live-Streaming E-commerce Rescue Distressed Enterprises? A Case Study of Domestic Brand Vitality 28

Xinyu Liu

doi:10.47297/wspdecWSP2515-797309.20261004

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10卷第4期

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Can Live-Streaming E-commerce Rescue Distressed Enterprises? A Case Study of Domestic Brand Vitality 28
Can Live-Streaming E-commerce Rescue Distressed Enterprises? A Case Study of Domestic Brand Vitality 28
School of Shandong Vocational and Technical University of International Studies, Rizhao, Shandong, 276826, China
2026年10卷第4期页码：47-51
网络首发：2026-07-29，

纸质出版：2026-04-30
DOI：10.47297/wspdecWSP2515-797309.20261004
Accepted：

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Xinyu Liu. (2026). Can Live-Streaming E-commerce Rescue Distressed Enterprises? A Case Study of Domestic Brand Vitality 28. 发展经济学, 10(4), 47-51.

Liu Xinyu.Can Live-Streaming E-commerce Rescue Distressed Enterprises? A Case Study of Domestic Brand Vitality 28[J].Development Economics of China,2026,10(04):47-51.
Xinyu Liu. (2026). Can Live-Streaming E-commerce Rescue Distressed Enterprises? A Case Study of Domestic Brand Vitality 28. 发展经济学, 10(4), 47-51. DOI： 10.47297/wspdecWSP2515-797309.20261004.

Liu Xinyu.Can Live-Streaming E-commerce Rescue Distressed Enterprises? A Case Study of Domestic Brand Vitality 28[J].Development Economics of China,2026,10(04):47-51. DOI： 10.47297/wspdecWSP2515-797309.20261004.

摘要

Abstract

Against the backdrop of booming digital economy and live-streaming e-commerce

time-honored domestic consumer goods brands are trapped in multiple operational predicaments including brand aging and shrinking distribution channels

making live-streaming sales a vital relief approach for troubled enterprises.Taking Vitality 28

a domestic daily chemical brand

as the research object

this paper adopts case study

comparative analysis and data analysis to explore the root causes of its operational difficulties

the functional mechanism and practical outcomes of live-streaming marketing

and define the applicable boundary of live-stream mode in rescuing struggling firms. The research indicates that Vitality 28 rapidly improved cash flow and realized short-term operational survival relying on live-stream sales. Nevertheless

inherent drawbacks such as volatile online traffic and over-reliance on low-price promotions prevent the brand from solving fundamental problems covering product innovation

brand development

supply chain optimization and internal corporate governance.This study concludes that live-stream e-commerce only serves as a short-term bailout tool rather than a driver for long-term sustainable growth. To achieve enduring revitalization

aged domestic brands ought to establish an integrated revival system combining live-stream traffic attraction

product upgrading

brand reshaping and omni-channel operation

and realize sustainable digital transformation via multi-stakeholder coordination.

关键词

Keywords

references

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