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the model of "macau coco sister" was not achieved overnight. the logic behind it is "the more you sell, the better." its advantage lies in quickly accumulating fans and using the drama of the live broadcast room to combine the value of the product with "whole life" to stimulate consumers' desire to buy. however, how sustainable is this model?

there are many brands in the live broadcast room of "macao coco sister", but not all brands can succeed on this platform. for example, "elizabeth jones" toothpaste is an example. as an "international luxury brand", it can only be sold on some platforms through the live broadcast of "macao coco sister". the reason behind this may be that the brand itself lacks marketing capabilities.

this phenomenon has triggered thinking about the sustainability of the "macau coco sister" model.

the success of "macau coco sister" has also prompted other anchors to follow suit and continue to explore new ways of live streaming, such as "copycat" products and imitating big brands. this is undoubtedly the trend of industry development, but it also brings new challenges. on the one hand, these behaviors may lead to consumer cognitive bias, and on the other hand, this also brings new competitive pressure to the market.

more importantly, can this model survive in the long run?

as consumers pay more and more attention to brands and product quality, the future of live streaming e-commerce will also face new challenges.