(Economic Observation) More than 100 counties and mayors of China's online live-broadcast sales and sales "swipe screen" brings multiple effects
China News Service, Beijing, April 27th (Xia Bin Wu Qiyong, Ji Yaou) facing the camera, wearing a pair of square glasses, the mayor of Shaoxing City, Zhejiang Province, Sheng Yuechun, with a smile on his face, is on the line of tens of thousands of netizens. In "Onlookers", he was tasting rice wine, tasting lotus root powder, and eating fragrant cakes, and netizens were all incarnations of eating goods. The screen-scraping bar shouted for Shaoxing specialties.
This is another live broadcast of officials selling goods, and this trend has taken off all over China.
Wang Shuai, deputy head of Shanghe County, Jinan City, Shandong Province, challenged all netizens to "how many tomatoes can he eat in 10 seconds" in order to promote the local maiden fruit; Chen Canping, deputy head of Anhua County, Yiyang City, Hunan Province 240,000, he often wore a bright orange coat with the words "Anhua pretty tasteful", singing and dancing allusions to fans in the live broadcast room, selling tea for Anhua ...
Gao Feng, a spokesman for the Ministry of Commerce of China, recently revealed that business big data monitoring shows that there were more than 4 million live broadcasts of e-commerce in the first quarter, and more than 100 county heads and mayors entered the live broadcast room to “endorse” local products.
"Local officials take root in the local area, understand the local customs and customs, and have a special affection for special products and food. The form of live broadcast can bring local agricultural products and special products to sales." The relevant person in charge of Douyin said.
The person in charge told reporters from China News Service that as of April 18, 42 county heads from all over the country had participated in the "Country Head Live Broadcasting" activity. (RMB, the same below).
The “Mayor takes you to see Hubei” activity that helps Hubei to “restart” has also achieved impressive results. On the evening of April 18, the five governors of Hubei Huanggang, Jingzhou, Jingmen, Shiyan and Enshi, together with the host and star Lianmai, jointly recommended local specialties. With the help of many vibrato creators, the live broadcast accumulated goods 580,000 pieces, with a total value of over 24.26 million yuan.
The Mayor of Jingmen City Sun Bing participated in this live broadcast event, came to sell the anchor of the goods, and endorsed the sale of special agricultural and sideline products in Jingmen: On that day, Jingmen City sold 6.7 million yuan and 172,000 agricultural products, accounting for five cities of the province. 27.6% of the amount.
Sun Bing said in an interview with a reporter from China News Service: "This 'touching the net' experience has both joy and exclamation. There are three aspects to sum up."
The first is to make good use of the "tangible hand" of the government. In Sun Bing's view, leading cadres personally took on the role of "carrying anchor". On the surface, it seems to be helping people and enterprises solve the problem of unsaleable agricultural and sideline products, but its significance is more to play the role of government guidance and form a demonstration effect.
The second is to make good use of the "magic hand" of the Internet. In the form of "live broadcast + short video + e-commerce", the sale of special agricultural and sideline products allows him to intuitively feel the power of the Internet and realize the great potential of the online economy. "Fragrant wine is also afraid of deep alleys, and it is necessary to shout diligently when it is good." It is necessary to further strengthen Internet thinking and accelerate the promotion of e-commerce into rural areas and enterprises.
The third is to make good use of the "invisible hand" of the market. Sun Bing believes that although live broadcasts are used to sell goods with the popularity and flow of the anchors, in the final analysis, it depends on product characteristics and quality. We must follow the laws of the market economy and optimize the allocation of market resources.
Meng Wei, director of the Network New Media Research Office of the Institute of Journalism and Communication, Chinese Academy of Social Sciences, believes that when viewed comprehensively, official live broadcasting can achieve multiple effects. First, benefiting from live broadcasts by officials, some places quickly established links between local industries, poor households and consumer markets.
Second, some long-term products supported by "Shengui" have opened the market, and the contradiction between production and sales has been further eased.
Third, live broadcasting has expanded circulation channels and income-generating channels, enabling rapid consumption reduction and targeted poverty reduction.
Finally, through live broadcasts, officials have a deep understanding of market demand, mastered online sales skills, and experienced the practice or will further open up their innovative thinking, driving more farmers to get rid of poverty and get rich. (Finish)