Adapting Chinese Live Commerce Model to the United States Beauty and Fashion Industry: Strategic Insights into Cross-Border Expansion of a TikTok Live Award-Winning Practitioner

Abstract

Over the past few years, Chinese live commerce has undergone a paradigm shift from being traffic-dividend-driven to fine-grained operations-driven. This shift has consolidated transferable core capabilities, including dual-wheel-driven content scenarios and shelf scenarios, data-driven product selection decisions, and flexible supply chain responsiveness. The US TikTok e-commerce market is currently in a phase of rapid growth. The beauty and fashion category, characterized by strong visual expressiveness, obvious impulsive purchasing attributes, and large profit margins, has become a key strategic sector for Chinese cross-border sellers to lay out. Taking the cross-border practice of New Start Plus Agency as a sample, this paper analyzes the differences between Chinese and US live commerce across traffic ecosystems, user behaviors, and conversion logistics. It proposes growth paths for the beauty and fashion category spanning product selection adaptation, content localization, and supply chain responsiveness. Furthermore, it discusses the scale expansion planning and organizational support strategies for growing from 2 to 6 live studios, providing strategic references for the globalization of Chinese cross-border live commerce.