Research on the Live Streaming Operation Mode of China Cross-Border E-Commerce Platforms—Taking the Southeast Asia Market as an Example

The digital economy has penetrated people's lifestyles and all areas of the market. E-commerce platforms as a new model, new business model and new technology are flourishing. Live e-commerce is an emerging industry of e-commerce. It breaks the limitation of time and space and can be realized in the platform to show and communicate anywhere and anytime. This study examines the current status and trends of e-commerce industry development in China and Southeast Asia. Two cross-border e-commerce platforms, TikTok and Shopee, are selected as case studies for this study. The case studies are used to explore the successful model of e-commerce platforms to achieve live operation on multinational e-commerce platforms. To better understand the localization of Southeast Asian market, the article uses PEST analysis and SWOT analysis. This analysis can combine the current situation of Southeast Asian market and better analyze the applicability of China's live e-commerce system applied to multiple countries in Southeast Asia. This study expects to inject new vitality into the economic and trade cooperation between China and Southeast Asia in the future. Let China and various Southeast Asian countries achieve multi-win situation in multiple fields and levels.