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Evaluating the Strategic Role of Livestreaming E-Commerce in Corporate Turnaround: A Case Study of Three Squirrels

Author(s)

Boyi Zhu

Affiliation(s)

Central South University, Changsha, Hunan, China *Corresponding Author

Abstract

This study takes Squirrels as a case study to systematically analyze the role mechanism and strategic boundaries of live streaming e-commerce in coping with corporate difficulties. By integrating financial data from 2020 to 2023, user comment text analysis, and comparison of peer brand paths, the study found that although live streaming e-commerce can significantly increase brand exposure, sales, and user interaction frequency in the short term, there are structural bottlenecks in brand asset accumulation and consumer loyalty building. Specifically, it is highly dependent on traffic orientation and anchor personality charm, which can easily lead to brand symbol substitution, value expression outsourcing, and brand core dilution, making it difficult to form sustainable growth momentum. Compared with live streaming strategies such as Be & Cheery that focus on brand story delivery and user co-creation, Three Squirrels live streaming content presents problems such as fragmentation and unclear value propositions, and fails to achieve the precipitation of long-term brand assets and the deepening of user relationships.

Keywords

Livestreaming E-Commerce; Brand Assets; Customer Loyalty; Traffic-Oriented; Brand Storytelling

References

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