Research on the Evolution of the “Content‑Seeding‑Conversion” Closed‑Loop Model for DTC Brands in the Short‑Video and Live‑Streaming Era

Abstract

The short‑video and live‑streaming ecosystem has reshaped the marketing logic of cross‑border DTC brands, and the “content‑seeding‑conversion” closed loop has become a core customer‑acquisition and monetization carrier. At present, the industry suffers severe polarization. Most cross‑border health DTC brands are confronted with high GMV growth, insufficient repurchase and brand asset accumulation, and frequent regular failures of closed‑loop operations, while leading brands can achieve coordinated growth of sales performance and brand value. Existing studies mostly focus on static efficiency optimization of closed loops, lacking systematic exploration of their dynamic evolution rules, driving mechanisms and failure mechanisms. Taking five cross‑border health DTC brands from 2021 to 2025 as samples (Hung, N. T., & Khoa, D. T. 821‑838), this paper conducts empirical research combining grounded theory and panel regression. The results show that the DTC marketing closed loop has three generational evolutionary configurations: traffic harvesting, performance‑brand balance, and asset accumulation. Three‑dimensional TOE factors coupling drives model iteration. Meanwhile, there exist two failure mechanisms: link breakage and goal mismatch. Content accumulation capability and private‑domain undertaking capability constitute the core threshold for high‑level brand upgrading. This research makes up for the shortcomings of static research and provides theoretical support and practical basis for long‑term operation of DTC brands.