Research on Spatial Patterns and Mechanisms of Live Streaming Commerce in China Based on Geolocation Data

Live streaming commerce (LSC) effectively combines the traditional real economy and e-commerce. Based on more than half a million unique GIS data values on LSC activities sourced via Taobao (Alibaba), we traced the spatial distribution of different players along the supply chain and further highlighted the intermediary role of streamers in developing the inter-regional industry. This study guides industrial planning in a diversified regional context, especially in economically peripheral regions. Our results show the following outcomes: (1) in contrast to dispersed suppliers, streamers and consumers are highly clustered. This trend proves that streamers are rooted in a specific urban context while playing the role of an intermediary in inter-regional supply chains, effectively extending geographic interactivity between suppliers and (potential) customers. (2) LSC primarily promotes regional light industry, especially in economically peripheral and rural areas, and provides opportunities for rapid development in cities with skilled handicraft providers. (3) China’s LSC streams have a pyramid structure, and the top group is highly clustered in metropolitan regions, such as the Yangtze River Delta (YRD) and the Pearl River Delta (PRD). This clustering makes it easier for streamers to work with large, well-known brands. The bottom group is mainly in charge of expanding the supply chain within the region and relies more on the local industrial base. It is diversified due to the different types of businesses or products. Ultimately, we draw attention to adaptive spatial planning and resource allocation in the context of the economic and geographic reforms brought by this growing industry, and discuss the policy implications based on the relationships between the supply of and demand for live streamers from a broader regional perspective.