LNELecture Notes in Education, Arts, Management and Social Science3083-10912705-053XBio-Byword Scientific Publishing Pty. Ltd.10.26689/LNE.v4i6.15555ArticleCross-Border Live Streaming by Dalian’s Cross-Border E-Commerce Enterprises under the DTC Model: Challenges and Countermeasureshttps://artdesignp.com/journal/LNE/4/6/10.26689/LNE.v4i6.15555JiShinuo2026462026-06-26Against the backdrop of deepening integration between the digital economy and global trade, the direct-to-consumer (DTC) model—characterized by disintermediation, direct consumer engagement, and independent brand operation—has gradually become an important pathway for cross-border e-commerce brands seeking to go global. Cross-border live streaming, as a digital marketing approach featuring high interactivity, strong trust, and short-chain conversion, is reshaping the traditional cross-border e-commerce landscape. Dalian, a key foreign trade port in Northeast China and a cross-border e-commerce comprehensive pilot zone, enjoys advantages in port logistics, geographic proximity to Japan and South Korea, and industrial belt foundations. Yet when it comes to conducting cross-border live streaming under the DTC model, the city still faces challenges such as limited reach, relatively high costs, insufficient localization, and weak talent and technological support. Based on a review of the current state of cross-border e-commerce and cross-border live streaming in Dalian, this paper analyzes the practical dilemmas involved and proposes recommendations for improvement from the perspectives of digital technology empowerment, policy support, platform collaboration, and talent cultivation, with the aim of providing a reference for Dalian’s cross-border e-commerce enterprises to enhance their international market competitiveness and the effectiveness of their brand globalization efforts.DTC model,Cross-border e-commerce,Cross-border live streaming,Dalian,Brand going global

[1] Wang L, 2023, Under the New Foreign Trade Situation, the DTC Model of Cross-Border E-Commerce Facilitates China’s “Brand Going Global.” Market Modernization, (05): 4–6. [2] Jiang SW, 2023, A Brief Analysis of the “DTC” New E-Commerce Model and Its Future Development Trends. Time-Honored Brand Marketing, (08): 22–24. [3] Ma XJ, Xu XQ, Fan YJ, et al., 2023, How Does “Openly Expressed Customer Engagement” Drive Performance Improvement of Cross-Border E-Commerce Enterprises? A Perspective Based on Customer Group Contagion Effects. Nankai Business Review, 26(05): 226–237. [4] Song J, Li Q, Xu XY, 2023, Research on Influencing Factors and Pathways of Brand Competitive Advantage in China’s Cross-Border E-Commerce Based on fsQCA. Soft Science, 37(07): 118–125. [5] Han Z, Du G, Xiong AH, 2023, The Impact of E-Commerce Live Streaming Types on Purchase Intention for New Products. Economic Management, 45(04): 133–150. [6] Li XL, Yi H, Bai YT, et al., 2023, Research on the Influence Mechanism of Impulsive Buying Based on the AISAS Model in Live Streaming Context. Journal of China West Normal University (Natural Sciences), 44(04): 391–399 + 407. [7] Meng T, Wang CJ, Fan PH, 2022, Research on Countermeasures for High-Quality Development of Cross-Border E-Commerce from the Perspective of the Digital Economy. Intertrade, (10): 60–67. [8] Jin Q, Su QX, 2022, Research on the Mechanism of Cross-Border E-Commerce Platforms Empowering SME Internationalization. Intertrade, (10): 68–76. [9] Yuan Y, 2024, Analysis of the Impact of Trade Facilitation in Countries (Regions) along the Belt and Road on China’s Cross-Border E-Commerce Exports. Price Monthly, 1–11. [10] Zhi JF, 2024, Research on the Effects of the Establishment of Cross-Border E-Commerce Comprehensive Pilot Zones on Technological Innovation in Retail Enterprises. Journal of Commercial Economics, (24): 159–162. [11] Ma XJ, Xu XQ, Fan YJ, 2023, The Dual Effects of Online Traffic on the Premium Capacity of Cross-Border E-Commerce Enterprises: Empirical Evidence from Firm-Level Microdata. China Business and Market, 37(04): 60–71. [12] Zhang XD, 2021, A Literature Review of Research on Brand Internationalization of Cross-Border E-Commerce. Southwest Finance, (10): 3–19. [13] Yun F, 2021, Exploration of Cross-Border E-Commerce Talent Cultivation in Higher Vocational Education under the New Dual-Circulation Development Pattern. Education and Vocation, (24): 107–112. [14] Luo MC, 2023, Exploring the Influence Mechanism of E-Commerce Live Streaming on Brand Intimacy. Youth Journalist, (12): 113–115. [15] Liu PS, Shi YD, 2020, The Influence Mechanism of Live Streaming Marketing Model on Consumer Purchasing Decisions. China Business and Market, 34(10): 38–47. [16] Wang C, 2026, The Impact of Information Value and Interactive Engagement on Consumer Participation Willingness in the Context of Cross-Border E-Commerce Live Streaming: The Mediating Role of Trust Perception. Times Economy and Trade, 23(13): 89–92. [17] Ji LR, Huang XX, 2026, The Value and Pathways of Applying AIGC Technology to Cross-Border E-Commerce Live Streaming of County-Specific Agricultural Products. Rural Economy and Science-Technology, 37(13): 232–235. [18] Xu QY, Wu Y, Li Q, 2026, The Impact of Virtual Streamer Attractiveness on Purchase Intention in Cross-Border E-Commerce. Northern Economy and Trade, (7): 79–83. [19] Zhang CL, 2026, The Integration Pathway of AI-Empowered Cross-Border E-Commerce Talent Cultivation and Industrial Upgrading in Hainan Free Trade Port, China Industry News, August 17, 2026, (017). [20] Wang SJ, 2026, Research on AIGC-Empowered Foreign Language “Golden Courses” in Vocational Education: Models, Pathways, and Evaluation—Taking Cross-Border Live Streaming Courses as an Example. The Guide of Science and Education, (22): 1–4.