China-Singapore Jingwei client, June 24 (Chang Tao) "We have just received an invitation to enter the Hangzhou Live E-commerce Industry Base." A small household appliance company's head of live broadcast operations told a China-Singapore Jingwei reporter on June 23. The Hangzhou Live Broadcast E-Commerce Industrial Base in his mouth, namely the Live Broadcast E-Commerce Industrial Park, is located in Yuhang District, Hangzhou City, and was unveiled on April 28 this year.

  Hangzhou Yuhang continued to support e-commerce live broadcasts. The latest news is that on the afternoon of June 20, Yuhang District released a series of live broadcast e-commerce policies. Only industry-leading and influential live broadcast e-commerce merchants can be identified as "national leading talents" through the joint.

  The client of Sino-Singapore Jingwei found out that under the circumstance of live streaming, a number of e-commerce live broadcast development target plans have been formulated, and a number of e-commerce anchor support policies have been issued, such as cash rewards and discounts on buying a house. However, experts also reminded that the live broadcast of goods is a market behavior, and we must be alert to the risk of bubbles caused by excessive support.

  Target plans for the development of live broadcast e-commerce in various regions and support policies for e-commerce anchors

Set goal: live battle for e-commerce city

  On June 20, at the same time as the release of a series of live broadcast e-commerce policies in Yuhang District, Hangzhou City, it also proposed to "build the first zone of the live broadcast economy".

  A reporter from China-Singapore Jingwei noted that many places used similar expressions such as "city of live broadcast e-commerce" and "capital of live broadcast e-commerce" when formulating development goals for live broadcast e-commerce.

  For example, Qingdao proposed that by 2022, the implementation of the "five one" project of live broadcast e-commerce, including the training of 1,000 cargo delivery people, will transform Qingdao into a leading city of live broadcast e-commerce in northern China. Guangzhou City proposed to build a "national famous live broadcast e-commerce capital", training 10,000 slogans with goods.

  Photo of the new latitude and longitude Chang Tao in the data map

  Some regions have put forward specific digital goals, including the number of anchors cultivated and the scale of transactions facilitated.

  For example, Chongqing proposed to implement the "2111" project of live streaming of e-commerce, including by 2022, the city will build more than 20 live broadcast bases, incubate 1,000 online celebrity brands, and cultivate 10,000 live streaming goods, etc., and strive to achieve live broadcast. The annual business volume exceeded 10 billion yuan. Sichuan Province has proposed that it will realize the live broadcast sales of 10 billion yuan in 2022 and drive 100 billion yuan in output value.

  Jinan City proposed to cultivate and introduce more than 20 nationally renowned live broadcast and short video economic headquarters, more than 100 influential MCN institutions, 300 popular online brands, more than 5,000 live broadcast rooms, and more than 10,000 live e-commerce zones. Cargo network red master. After 2-3 years of hard work, the online and offline transaction volume of e-commerce live broadcast has reached 180 billion yuan.

  Huadu District of Guangzhou City proposed that by 2022, 10 major influential live broadcast e-commerce bases in China will be built, 100 live demonstration stores will be built, and more than 1,000 people with goods will be nurtured and introduced. "Red Boss", etc.), to achieve the region's e-commerce online retail sales of over 100 billion yuan goal.

Out policy: Quick! Don't let that anchor run away

  In addition to formulating target plans, a series of support measures for e-commerce anchors or live broadcast agencies have been introduced in various regions. Among the many assistance policies, Huadu District in Guangzhou and Yuhang District in Hangzhou are the most detailed.

  Huadu District of Guangzhou City proposed to bring excellent internet celebrities with an annual volume of more than 10 million, 20 million, and 50 million yuan for Huadu's "four-up" enterprises (with more than 500,000 fans on well-known platforms), with a maximum of 10 10,000, 300,000, 500,000 yuan Huadu District purchase incentives, priority to enjoy talent apartments, household indicators, children enrollment and other talent policies. Ten "Huadu Internet celebrities" are selected each year, and rewards are given for renting and purchasing houses at 70% of the market price.

  Huadu District proposed to give 10 million yuan rewards to live broadcast e-commerce enterprises listed on the domestic main board, SME board, and GEM; 8 million yuan rewards to live broadcast e-commerce enterprises listed on overseas capital markets.

  Photo of the new latitude and longitude Chang Tao in the data map

  Yuhang District, Hangzhou City, directly sacrificed the "killer skills", one of the policies proposed "developing live broadcast talent recognition", and the industry's leading and influential live broadcast e-commerce merchants can be jointly identified as "B talents", that is, "National leading talent".

  In addition to the identification of talents, Yuhang District also has some "real money" subsidies. For example, if a live broadcast e-commerce company meets the requirements of a Kunpeng enterprise (estimated at US$1 billion or more) through the review, it will receive up to 100 million yuan in research and development subsidies.

  In addition, the higher the sales of the anchor tape contracted by the MCN agency, the higher the cash rewards available. For example, if the MCN agency exclusively signs a top-level anchor with annual sales of more than 500 million yuan, it will be awarded 5 million yuan after the joint certification.

  In addition to cash subsidies linked to sales of goods brought in, Yuhang District has also provided subsidies for corporate purchase subsidies and research and development, promotion and other expenses.

Expert: Be vigilant and support the risk of live broadcast e-commerce bubble

  Netizens have different opinions on the support policies for live broadcast e-commerce issued by various localities. Some netizens said, "It is good to have talents from all walks of life, as long as the standard is recognized." However, some netizens said "too quick to get quick results." "It feels like there is a possibility that the live broadcast will be blown away soon, so let it grow freely within the legal framework, and now it's too quick to get quick results."

  Pan Helin, Executive Dean of the Digital Economics Research Institute of Zhongnan University of Economics and Law, said in an interview with the Sino-Singapore Jingwei client that there are indeed some cities that have given great support policies to e-commerce live broadcasts. In terms of things, it is often necessary for local governments to promote their development quickly. However, it is necessary to be vigilant that excessive support may cause the industry to bubble, or even go wrong.

  "Live streaming is a market behavior in itself, while subsidies or support bring momentum, it may also lead to unbalanced development of the market. Live streaming should still return to market competition itself and speak with commodity quality and service levels." Pan He Lin said, "What the government should do is to guide policy to promote the e-commerce live broadcast back to the market competition track." (Zhongjing Jingwei APP)

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