Author(s)

ZiYing Cai, Xi Yang^*, Ping Peng

Affiliation(s)

School of Management, Guangdong University of Science and Technology, Dong Guan 523083, Guangdong, China.

Corresponding Author

Xi Yang

ABSTRACT

With the rapid expansion of global e-commerce, cross-border e-commerce has become an indispensable link between global consumers and brands. Hair dryer, as a popular product in the field of personal care appliances, continues to have high market demand on cross-border e-commerce platforms. However, in the context of increasingly fierce market competition and diversified consumer demands, traditional marketing methods are no longer able to meet the pace of brand development. Therefore, exploring digital marketing strategies, especially the application of AI digital live streaming in cross-border e-commerce, has become a key path for hair dryer brands to enhance market influence, strengthen consumer interaction, and promote sales.

The beginning of this article provides an overview of the current situation, development trends, and market characteristics of the cross-border e-commerce live streaming market, as well as the market features of hair dryer products. Subsequently, an in-depth analysis was conducted on the core principles, characteristics, and unique advantages of AI digital human live streaming technology in cross-border e-commerce marketing, such as 24/7 live streaming, precise personalized recommendations, seamless cross language communication, and deep emotional interaction. These advantages endow AI digital live streaming with enormous potential in cross-border e-commerce marketing. On this basis, this article takes a well-known brand as an example to analyze in detail how the brand uses AI digital human live streaming strategy to achieve marketing breakthroughs on cross-border e-commerce platforms. Through this case, this article reveals the significant effectiveness of AI digital live streaming in enhancing brand awareness, deepening consumer interaction, and promoting product sales. Specifically, AI digital live streaming has significantly enhanced the awareness and consumer satisfaction of hair dryer brands through vivid imagery, customized product recommendations, real-time consumer interaction, and cross-cultural communication. At the same time, this article also points out the challenges that may be encountered in implementing AI digital human live streaming strategies, including technical barriers, cultural differences, and legal and regulatory restrictions. In response to these challenges, this article proposes targeted solutions, such as increasing technological research and development efforts, optimizing live streaming content design, and enhancing cross-cultural communication skills. Based on the latest developments and trends in the cross-border e-commerce market, this article explores in depth how hair dryer brands can continuously optimize their AI digital live streaming strategies.

KEYWORDS

Cross border e-commerce; Digital human; Hair drier; Digital marketing

CITE THIS PAPER

ZiYing Cai, Xi Yang, Ping Peng. Analysis of digital marketing strategies for cross border e-commerce of hair dryer products. World Journal of Economics and Business Research. 2025, 3(1): 53-61. DOI: https://doi.org/10.61784/wjebr3035.

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