Oriental Selection faces a challenge. This article takes the method of case analysis and selects the "Oriental Selection" brand as an example to explore the application of consumer psychology in live streaming with goods on the basis of analyzing its strategies. Firstly, this paper introduces two opportunities for the popularity of Oriental Selection and finds out that emotion is their secret to success. Then through customer value proposition, identify customer needs, so as to provide

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... iated emotional value. Oriental Selection optimized the differentiation combination to achieve the highest efficiency. Therefore, on the basis of the live broadcast analysis of Oriental Selection live-streaming with goods, two differentiation characteristics realized in consumer psychology are proposed to form the market advantage of its own brand in e-commerce. Only caring about emotion is not a long-term solution. Finally, in the supply chain and price two aspects, put forward relevant suggestions, continue to lead the "knowledge with goods" boom.