Livestream Marketing to Revolutionize Agricultural Sales – A Chinese Case Study

This study aims to analyze and understand the sales process and content of a successful live-stream agricultural sales case from China. The case was selected based on the popularity ranking of livestream rooms focusing on agricultural product sales on DouYin (Chinese TikTok). Both content analysis and case analysis were adopted to gain insight into the operational processes of livestream sales. These can be used as a reference for global farmers and retailers interested in implementing the live stream approach in the sales process. Results emphasize the efficacy of a three-stage live stream selling model, comprising trust building, selling point display, and call for action. The study contributes to the existing body of literature on livestream sales in the agricultural sector. It offers practical guidelines for global stakeholders who aim to leverage livestream marketing as a means to enhance agricultural sales.