Leaders enter the live broadcast room to sell products to help increase revenue (new observation of cadre status)
Editor's note: The sudden outbreak has had a significant impact on the sales and distribution of agricultural products. In order to help overcome poverty and help villagers increase their income, party members and cadres in some localities entered the live broadcast room, or tried on-site to promote food, or used their talents to try to open up sales in the form of live broadcasts with goods. What is the effect of live broadcasting of cadres? In the long run, can a sustainable mechanism be formed and what aspects need to be improved? This edition approaches the live-carried cadres, pays attention to their thoughts and cadres, and talks about their wishes and hopes.
"Friends, this is the blueberry I picked today. It tastes crispy and nutritious. Buy it now!" At 8 pm on March 25, Lu Hongping, deputy secretary of the Party Committee of Yanghe Town, Jiaozhou City, Shandong Province, ate out With the blueberries produced locally, they interacted enthusiastically with netizens in the live broadcast room. At the bottom of the screen, the influx of netizens likes, sends flowers, and leaves messages ... The sales of blueberries are also rising, and they sold more than 500 catties that day.
In order to alleviate the unsale of agricultural products caused by the epidemic, party members and cadres across the country joined e-commerce and short video platforms to enter the live broadcast room and help fellows bring goods. Lu Hongping was one of them. However, unlike professional anchors, live broadcasting is just a way of working for cadres to help fight poverty and serve the masses.
Why walk into the studio?
The product is unsaleable, the masses are anxious, and the cadres are worried, looking forward to bringing the goods online to open the situation
The day before the first live webcast, "anchor" Gao Shilong did not sleep almost all night. As the first secretary of Dabeishan Village, Longquan Town, Jingyu County, Jilin Province, the slow-selling of local souvenirs has made him anxious for days.
When talking about the original intention of doing live broadcasting, Gao Shilong frankly said: "I don't agree": "I saw a few anchors bring goods, and thousands of items were sold out in a few seconds. I also want to try and bring goods to everyone."
Someone once advised him to find a professional anchor, who has experience and knows marketing, and the results are not bad. However, most of the agricultural products in Dabeishan Village have low added value and short circulation periods. Please pay anchors to spend money, and calculate the economic account, which is not worth it. What about the villagers' live broadcast? Many people are too old to play live streaming software. Gao Shilong considered again and again, and decided to make his own way. "Short videos and live broadcasts have entered millions of households. If you can't keep up, the goods will not sell well."
Compared to Gao Shilong, who touched the net for the first time and touched a stone, crossed the river, the magistrate of Qionghai County, Henan Mongolian Autonomous County, Aqiong is now a full-fledged "net celebrity". During a live broadcast at the beginning of the year, he and three cadres from other counties and five Internet celebrities brought a total value of 12 million yuan for five hours.
Located in the Henan Mongolian Autonomous County at the border of the three provinces, it is rich in Hequ horses, Xueduo yak, and Euler sheep. The animal husbandry industry has a good foundation. However, the traffic congestion has caused "the fragrant wine is also afraid of the alley." "Our products are not well-known and even lack sales channels." A Qiong was very anxious.
Two years ago, at a promotion conference in the eastern coastal area, an e-commerce company gave him a suggestion to consider using the short video on the air. A Qiong reckoned: Soon after our county got rid of poverty and took off its hat, it was too wasteful to get money to find a professional team; it was too much to show up for myself, and I was worried that it would be regarded as a "highlight".
After thinking about it, Arjun chose to appear between the possible criticism and the possibility of finding a market. Putting on a Mongolian costume, pointing at the yaks behind her, A Qiong shouted to the camera: "If you want to be healthy and thin, you often eat snowy yak beef." Once this short video was launched, the click-through rate exceeded 3,000. Wan, Arjun was surprised and delighted.
Today, from the short video to the live broadcast, A Qiong calmly eats and talks to the screen, and introduces the customs and customs, tourist attractions of Henan County to the live broadcast netizens. He is handy and humorous.
"Leading cadres need to do things rigorously, and they also need to master new tools. I think live streaming is also a practical thing." Aqiong admitted that for cadres live broadcasting, there are various voices on the Internet, but dare to try to have a way out. A product is the best help for the masses.
How do you do it in the broadcast room?
Diversified forms, product fidelity, cadre endorsements, sales volume rises, but sales model needs to be improved
On March 8th, Gao Shilong, who was the first to test the live broadcast and carried the goods, sold goods worth 7,000 yuan in 4 hours. This result is not outstanding on the Internet, but the folks in the village are very satisfied. Most of the time before, the villagers of Dabeishan Village were squatting by the road carrying a basket of mountain goods, and they could not sell much a day.
In the live broadcast room, he sincerely said: "Genuine, real things, real benefits, the promised nutritional content is not up to standard, I will pay you an extra 20,000 yuan." This confidence comes from his knowledge of local agricultural products, Since becoming the first secretary in the village, he has strictly controlled every aspect of building a factory, focusing on quality, and shaping the brand. Gao Shilong said: "For a few hours online, you can work hard offline, and the quality must be guaranteed."
In the past two years, e-commerce has developed rapidly, and live broadcasts and shipments have continued to be popular, but problems such as product fraud and difficulty in maintaining rights have continued. It is often the anchor who talks wildly, but the products that consumers get are not satisfactory.
"I also bought things from his home for the first time, but thinking of the county magistrate's endorsement, there should be no fakes." Ms. Liu, who ordered Xueduo beef jerky, bluntly stated that the cadres in the live broadcast room are all real-name certification, and consumers are more rest assured.
Others came out of curiosity. A cadre who is sitting in a serious and serious situation on weekdays walks into the live broadcast room. Can he put down the shelf? Can you understand netizens?
Jin Hongfeng, the village party secretary of Zhongping Village, Baicaogou Town, Wangqing County, Jilin Province, has participated in the live broadcast for more than a year and summarized his "secret": singing seven points and selling three points. In the live broadcast room, he sang the famous Korean song "Red Sun Shines in the Frontier", and the barrage sent by netizens responded one by one. "In addition to selling live goods, you also need to be able to have 'emotional interactions' with the audience, not all dry product introductions."
Because of his height of 2.04 meters, netizens have called him "Golden Man." Netizens like it and it is well known. Jin Hongfeng simply named the local rice and spicy cabbage. The highly personalized image creation was welcomed by netizens. Last month, a netizen from Heilongjiang came to the village and bought 2000 kilos of spicy cabbage in one breath.
When cadres entered the live broadcast room, they learned something and found problems. Lu Hongping, who walked out of the live broadcast room, found that in the days when he was not on the live broadcast, the sales of blueberries dropped, and some netizens could not even find a sales link. The same trouble has also appeared on A Qiong, "There are feedback from netizens that the package of beef jerky is too large, and some people say that it is delivered too slowly." The shopping cart link on the Jin Hongfeng live page has not been added so far, consumers You have to jump several times to place an order.
From production packaging to warehousing and logistics to distribution and after sales, live streaming is a system engineering involving multiple links, not just a few hours in the live broadcast room. In this regard, some experts believe that the arrival of cadres can attract traffic; however, brands, word of mouth, efficiency, distribution, after-sales, etc. all need more professional design.
Where is the prospect of bringing goods?
Cultivating talents, making characteristics, strict standards, extending the industrial chain and making good use of resource endowments
In March of this year, more than one hundred county mayors participated in live-streaming cargo on major online platforms. For a while, cadres became anchors and were hotly debated by the society. But there are also many netizens who think that they should be vigilant about walking through the show and not turning the live broadcast into a "show".
"The live broadcast of cadres, the greater effort is actually outside the live broadcast room." Xin Feng, director of the three cadres of the Organization Department of the Jilin Provincial Party Committee, said that it is normal to have a challenge or even a problem when it comes to live broadcasts. Used as an impetus for improvement.
In response to the problems of low brand and different forms of live broadcasting, the Organization Department of the Jilin Provincial Party Committee initiated the establishment of the "First Jilin Provincial Secretary Association" on the basis of preliminary investigations, to deeply dig out the live broadcasting talents in the first secretary team in the village, and contribute funds Build a live broadcast room, register for the only official account, use a unified logo, and strive to change the situation of singles alone.
"Since I can only work part-time as an anchor, we must create more high-quality full-time anchors." Lu Hongping recently set his sights on the young people in the village, intending to set up a delivery team to make live delivery sustainable and normal.
With the anchor, product quality and service experience must also keep up in time. A Qiong said that a bad review will almost make the word of mouth accumulated just now. If you want to have the confidence to shoot your chest in the live broadcast room, you must have excellent products and excellent service.
In the past, most of Arjun only sold locally produced yak jerky, which only required rough processing. But more and more similar products, how to reflect the characteristics, innovation and extension of the industrial chain, one after another, one after another. Every time a live broadcast, Arjun collects feedback from netizens. "Whatever the market needs, we produce what we produce." Steak steaks and specialty yogurts are launched one by one. Meat, milk, skin, hair, and bones are processed into products in all directions, and local resources are endowed and activated.
Grass-roots cadres are working hard, and a number of powerful measures have also been introduced. Unblocking the circulation channels, promoting the precise docking of production and sales, and improving the market operation scheduling mechanism, these measures are helping the special anchors in front of the camera.
Xu Leipeng Jiang Feng Pan Junqiang Li Jiading