Catering industry workers become rookies of "eating and broadcasting"
How is the "Eat Sow" trainer made?
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The people in the camera eat with relish, and the people outside the camera watch with relish, eating live, and it becomes a profession. During the epidemic, e-commerce live streaming has become a new trend, and many catering workers have also transformed into live broadcast rookies, which has also led to the heat of "eat broadcast" training.
The passion for chasing good food and bringing live goods to bring goods ignited the "eating and broadcasting" craze. Under the epidemic situation, many offline formats were closed and the market was the first to bear the brunt. The mass catering industry was “forced” to operate online, and traditional catering workers also sought new outlets, thus spawning “eat broadcast” training. A few days ago, a reporter from the Workers ’Daily conducted an interview to find out how the" eat and broadcast "trainer was made.
What is "Eating and Broadcasting" Training
A pot of white water in front of the camera, after adding a small bag of Chinese herbal medicine, the pot has a little color. "This traditional Chinese medicine package is a unique recipe of soup stock inherited by traditional Chinese medicine. It is prepared from 28 kinds of traditional Chinese medicine. The main function is to return the ingredients to their original taste. It has the curative effect of traditional Chinese medicine and tastes no taste." Located in Yuzhou Road, Chongqing, a characteristic Chinese medicine diet restaurant is about to open. In order to train new employees, Pan Keru conducted a "eat broadcast" training.
Pan Keru comes from the rural village of Rongchang in Chongqing, and has been from the helper and the chef to the person in charge of the restaurant today. During the live broadcast, fans kept asking questions, and Pan Keru answered the questions one by one while operating. "Fan's problems are all kinds of strange, and they can only be demonstrated if they are not clear." He explained that as a "eat broadcast", not only to eat, but also to speak, and to perform when necessary. The restaurant attendants who watched the live broadcast felt that this way of learning was intuitive and quick and benefited greatly.
Deng Xingyu, a restaurant waiter from Jiulongpo in Chongqing, told reporters that as a waiter, he needs to know more about the catering culture. Through this intuitive "eating and broadcasting" training, it will greatly help improve his service ability. "Through Mr. Pan's eloquent explanation, I feel that the gains are not small. In the future, I will continue to strengthen learning and improve myself. I strive to have the opportunity to face more audiences and tell my own understanding of food and beverage to become an excellent 'eat broadcast'!"
Pan Lian, winner of the National May 1st Labor Medal and skill master, told reporters that online "eating and broadcasting" training started during the epidemic. On the one hand, it called on students to stay at home, with skills to see and learn, on the other hand, it was perfect The previous shortcomings are not only the improvement of technology, but also the concept of cooking, which are not clear to the students who are new to catering. During this time, he live broadcast dozens of trainings, including common dishes such as cooked pork, boiled pork slices, and kung pao chicken. "There are more than 3,000 people at the highest peak of the live broadcast room, and the response is good, and some people give me gifts." He said.
Many workers in the catering industry test the water to "eat sowing"
After the epidemic, as many traditional food merchants have turned to online sales, from March to now, a large number of new live broadcasts of food and catering industry have appeared in Chongqing. Many of them are working in the traditional catering industry. personnel.
The waiter of Chongqing Senior Brother Zhou Dao Dao Waist Hotpot turned into a food anchor to introduce the special dishes in the store and became an explosion of online orders; the online "Late Night Canteen" launched by Pei Jie Lao Hotpot, the hotpot restaurant staff turned into anchors while eating hotpot and Netizens interacted, and the number of online viewers in the live broadcast room exceeded 1.3 million; Qin Ma Hotpot provides citizens with takeaway discounts and other measures to allow the citizens to "hot-spot" hot pots together, the anchors and diners "guess fist" toast to sing, and they can also have online The fun of hot pot dinner. The people in the camera eat with relish, and the people outside the camera watch with relish. Eating has become a profession.
Taobao data shows that one out of every 10 food broadcasting rooms is selling Chongqing cuisine. Especially since February this year, the number of broadcasts in Chongqing's food and catering industry has increased five times over the same period, and the growth rate is the first in the country.
However, for many Chongqing catering industries, the demand for "carrying goods" belongs to the primary segment, and more importantly, it is more core to convey the brand culture through eating and broadcasting. Lan Jun, the person in charge of live broadcasting of a business in Chongqing, said that the more important task of live broadcasting is to strengthen contact with fans and perceive the market.
"Content is fundamental, followed by skill." You Xu, CEO of Chongqing Tianquanxing Media and a gold broker, said that the most important thing when eating video with "eating" is the theme of "eating"-what to eat? how to eat? How much to eat? "80% depends on the content, and the remaining 20% is the skill." She said.
Chongqing was born the first institution to incubate "eating and broadcasting"
Based on the vigorous development of live broadcasting of food, Chongqing was born the first institution in the country to specifically incubate "eating and broadcasting". The head of the organization, Zhang Xiaojiang, followed the Taobao live broadcast rhythm all the way. By selling Chongqing delicacies, he saved a net worth of ten million yuan. Zhang Xiaojiang, from the rural area of Luzhou, Sichuan, is a post-85s. After his business has suffered many setbacks, he thought of "eating." Track.
In 2015, "e-commerce live broadcast" is still a fresh word. Not long after Wei Ya entered the business, Li Jiaqi also sold offline at the counter. Zhang Xiaojiang, who specializes in the cold food series at Taobao Store, accidentally heard about "e-commerce live broadcast" and found Xie Xiaoqing, a fellow villager working in a fast food restaurant, and invited her to try "eating broadcast" together. Xie Xiaoqing is petite and has an image of a sister next door. Zhang Xiaojiang named her "Sister of Foodies".
At first, it was not satisfactory, and through continuous trial and error, Xie Xiaoqing became more and more comfortable in front of the camera. Her friendly image of "next door sister" quickly attracted a large number of fans. In just one month, the number of fans in the live broadcast exceeded 20,000, and two or three hundred orders were sold steadily every day. In half a year, the number of fans in the live broadcast exceeded 100,000, making it the TOP1 in the field of Taobao live broadcast cuisine.
In recent months, the Chongqing food anchor has been in short supply, and Zhang Xiaojiang has systematically designed a "eat-broadcast" course for this purpose, and transformed into a professional "eat-broadcast" trainer. Now he has brought out more than 50 foods in Chongqing Anchor, some anchors annual income can reach more than 500,000 yuan. Zhang Xiaojiang's team has also transformed from a "shop anchor" to a "master anchor", and is firmly ranked as the first echelon of Taobao's gourmet live broadcast. Its annual turnover can reach about 60 million yuan.
Shen Hongbing, a professor at the School of Economics of Chongqing Technology and Business University, believes that during the epidemic, many restaurants including hot pot restaurants added live broadcasts to Chongqing ’s cuisine from "selling" to training and other industries. , "Eat Sowing" trainers and other new jobs.
According to Chen Duan, the executive director of the China Economic and Research Center for Digital Economy, based on the digitization of the entire catering scenario and the deep exploration of the global traffic value, there is still much room for integration and development with other consumer service industries, and it also provides new opportunities for workers in the catering industry. Opportunities and employment patterns.
Li Guo