wind vane

　　Live broadcast "bringing goods", young people's employment outlet?

　　The future competition will definitely become more and more intense. Creative and thoughtful anchors are more likely to emerge, and they can go further. Speculators may suddenly emerge, but the silence will be quick.

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　　"After one or two or two or three years, I haven't gotten fire, and I definitely have to consider switching." Zhou Han, a post-00 girl who is currently carrying out live streaming with a media company in Yiwu, Zhejiang Province, said.

　　She is a freshman in Yiwu Industrial and Commercial College of Modeling and Etiquette. She looks sweet, likes "secondary" and is good at dancing. About three months ago, her college collaborated with this media company to train e-commerce live broadcasters. Zhou Han quickly signed up, "Now that e-commerce live broadcasts are so popular, the opportunity comes, we must seize it."

　　On May 8, she took the "E-commerce Live Broadcasting Professional Proficiency Certificate" issued by the Yiwu Human Resources and Social Security Bureau, and considered using e-commerce anchors as her future official career. Soon, her profession has another "official certification" name-live salesperson, which is one of the 10 new occupations that the Ministry of Human Resources and Social Security plans to release, "Internet Marketing".

　　"A working employee must be at least 5,000 or more in order to be called a profession." Pu Yongxian, director of the Vocational Skills Evaluation Center of the China Light Industry Federation, said that there are currently nearly 8 million Internet marketers and it is expected to reach 15 million this year , "The gap is about five or six million people."

　　Recently, the recruitment report of the first half of 2020 live-streaming talents released by the recruitment platform BOSS shows that in the first half of this year, the demand for talents in the main positions of the "live-economy" format reached 3.6 times the same period in 2019, and job seekers poured into the industry. The scale also reached 2.4 times the same period last year. Right now, many young people have targeted this "notch" or "wind port" and have begun to explore in this new profession.

To set people, but also to product quality

　　The work of "Anchor" in Zhou Han's imagination was originally like this: dress yourself up, open the camera, and chat with the netizens in the live broadcast room. Sometimes when I saw the anchor who didn't speak on the screen and didn't move at all, "like oil paintings", Zhou Han thought, "I'm definitely stronger than them, at least I won't stop talking."

　　But for the first trial broadcast, when the camera was aimed at himself and the lights hit him, Zhou Han found, "I will not speak anymore", only two or three netizens came to the live broadcast room, and "will not take care of others", "live broadcast It’s far more complicated than you think, and you have to learn a lot.”

　　In the following month, Zhou Han's media company trained her for about a month, from the "game rules" of the live broadcast platform to the live practice process, from live script writing to dance, makeup, etc. In the end, the company set her "personal setting" based on her market and her personal situation as a "secondary girl." In Zhou Han's view, "personal setting" is the first step in the operation of an account, like a road sign in the future development direction, "you can't "secondary" today, go to cook tomorrow, "personal setting" is Own positioning".

　　To say "personal design", An Qiujin, a young man after 95, should be regarded as a "crosstalker in the food circle, a rapper star in the crosstalk world". Compared with the name of An Qiujin, many netizens may be more familiar with his other name of "poor food"-wearing a black gown, wearing a pair of round sunglasses, holding a folding fan that says "eat on time" , Began experimenting with short video production in 2018, and is now a foodie for millions of fans. In his view, it is better to show a more authentic self than to set up a "personal design". "Some things, such as the love of food can not be pretended, netizens can see you through at a glance."

　　An Qiujin loved to cook when he was young. Others watched animation while watching TV. He watched cooking shows. After graduating from law at Jiageng College of Xiamen University in senior year, he was invited by the senior to join his MCN (Multi-Channel Network abbreviation, a product form of multi-channel network-editor's note) company Miracle Mountain, "The company also I discovered the characteristics of my love to cook, can rapper, etc., and finally chose the vertical field of food."

　　Of course, "carrying goods" should be a good check for "goods".

　　Wei Shufen, a live-streaming cargo that mainly recommends fun food in the office, has been adhering to the principle of "must try it before recommendation" since the live broadcast in 2018. I don’t know how many snacks I have tasted for the "selection", and my weight also follows It has risen by more than 10 pounds. "In addition to the taste, we have to look at its ingredients, origin, etc., and then talk to the merchants about discounts, to see if we can get more discounts for the friends in the live broadcast room." Wei Shufen told reporters that the anchor should stand in the position of netizens and treat them well. Off, "If the taste is not good or the price is too high or the quality of the food is not guaranteed, we will directly refuse. If there are good products, we will also go to the merchant to discuss cooperation, and some will come back and forth for a long time."

　　It is not uncommon to see the phenomenon of "turnover" of live broadcasts due to product quality problems. Pu Yongxian also reminded people who want to enter this industry to have certain choices in products, "Several years ago, some platforms sold "three no" products, such as facial masks, which caused irreparable harm to users. Marketers To reduce the occurrence of such things, we must abide by the laws and regulations, including the "Advertising Law", and we must not engage in vicious competition or use extreme language."

Creative and thoughtful anchors are more likely to come out

　　If live broadcast "carrying goods" is a popular competition, then the short video production on weekdays is popular "accumulation". "You still have to rely on videos to grow your fans. If you have a video that suddenly burst, your fans will rise quickly." Opening his eyes almost every day, Zhou Han began to think, "What video do you want to post today?"

　　To this end, she will learn to dance to popular dances, learn to add popular background music to videos, constantly brush other people's videos or live broadcasts, and strive to find fan skills from it, which will be high and low for "traffic". Anxious, it will make you more nervous to see a newcomer enter the company. She will also find a reason to continue to persevere from the round-trip increase in the amount of video playback and likes, and will feel the "value" in the hundreds of yuan commissions distributed by the platform and the company. Her biggest wish now is that her fans can break through, even though she is still far from this goal.

　　But even with 5 million followers, Wei Shufen still can not escape the anxiety of how to continue to rise. "There hasn't been much powder in two weeks, and the situation has become very serious...now it's a bottleneck period." Where did the problem go? She thought maybe the audience was aesthetically exhausted. How to break through? She hasn't thought about it yet, although she thinks about eating and walking, sometimes she thinks of insomnia. But he still got up at 7 o'clock the next morning to make up, shoot videos, broadcast live, and then worked overtime until after 10 o'clock. She said, "It feels like I can't stop it now." Although I don't know what the future holds.

　　"You don't know what netizens like. Maybe they like this today, and they like it tomorrow. The hot spots are fleeting, which is too difficult." Zhou Han told reporters that if the number of broadcasts and likes drop, the platform will support the traffic Will shrink, "such a mechanism or rule will continue to force you to think of a way."

　　In a similar situation, An Qiujin has experienced twice: the first time when the number of fans reached 600,000, he began to stagnate. He remembered that he and the team did not take a day off for 72 days after that, and they were shooting every day. They are also thinking of ways. One day, he stumbled upon a gown in the shop by the shop, and suddenly had an idea-spent dozens of dollars to pull a black cloth as a background, put on an ancient gown, and put the original gown "Rap" was changed to "story", polished the narration of the dishes, and enhanced the sense of rhythm of the video... I made a plan to fight against the water. "If this is not successful again, I will change my line and go home to find a job or take a civil service."

　　Unexpectedly, since then fans have risen to more than 1 million. After continuing to update for a period of time, the number of fans has reached a "bottleneck". The Anqiujin team has once again upgraded the content. Now his total number of fans on the entire network has exceeded 30 million. But when it really became popular, An Qiujin didn't "relieve the burden", but the pressure was more, "You will think more, have more concerns", "To be honest, I am afraid of being eliminated... All I can do is Keep adjusting yourself and move forward."

　　"No matter how many fans you have, once your content stops creating and innovating, the data will be very poor." An MCN company staff told reporters that his company has incubated many accounts. "It is not the account that is concluded. Methodology, but cultivated a'net sense', and knew more about what people like and don't like." In her view, the future competition must be more and more fierce. "Creative and thoughtful anchors are more likely to emerge and can go further. Speculators may suddenly emerge, but it will also be very quiet. fast".

　　China Youth Daily · China Youth Daily reporter Sun Qingling Li Guijie Source: China Youth Daily