Li Jiaqi once again became the focus of public opinion, but this time it was because of settlement. Recently, Shanghai Chongming District Human Resources and Social Security Bureau released the list of the first batch of special talent introduction and settlement in Chongming District in 2020. Li Jiaqi settled in Chongming District, Shanghai as a special talent. The announcement of a single name aroused heated discussion among netizens. Some netizens said: "It is deserved and brought goods to Shanghai account!" But some netizens expressed doubts: "If you have money, call it a special talent?" "Turn on the green light? Dake No need."
It is understood that the recommended unit for Li Jiaqi’s settlement in Shanghai’s Chongming District is the Smart Island Company. The type of application for settlement belongs to Article 11 of the “Trial Measures for Shanghai to Introduce Talents to Apply for the Permanent Residence Account of the City”. Can be settled directly.
Internet celebrities, as special talents, enjoy direct settlement and cause great controversy. The focus is nothing more than: "Traffic heroes" are they heroes? Can "Bring Goods" be regarded as a special talent recognized by the public? Behind the question of how to position talents, the core issue of live streaming with goods is whether it is goods or people and other socially guiding questions that need to be carefully considered.
On the one hand, the society's definition of talent has been constantly changing, and it is more inclusive and open in the evaluation of talents, and it is also a reflection of the society's continuous innovation and development to a certain extent. With the rapid development of e-commerce live broadcasting in the past two years, in May this year, the Ministry of Human Resources and Social Security planned to adjust the occupational job types, adding 10 new occupations and 8 new job types, including the addition of the "Internet marketer" occupation. "Live salesman" job type. Not long ago, Yuhang District, Hangzhou City released the "Live Broadcast E-commerce Policy", which also clearly stipulates that the industry-leading and influential live broadcast e-commerce merchants can pass the joint certification and enjoy the relevant policies according to the highest category B talent (national leading talent).
In fact, there is no natural "leader of goods". Every head anchor has a consistent effort and professionalism. They continue to study sales techniques and expression methods in the process of practicing. Such efforts and persistence, It should be seen, need to be affirmed, and worth learning. The broadcast anchors have driven mass consumption in the live broadcast process, which not only solves the pain points of supply and demand in the consumer industry chain, but also becomes a new performance growth point for traditional supermarkets and content platforms. It has produced positive effects on the economic development and employment of many cities. The impact cannot be said to be unprofessional and unimportant.
From another perspective, to return to the industry itself, the core of live streaming should be "goods" rather than "people". With super high popularity and traffic celebrities Although a large number of consumer groups can be gathered in the short term, long-term development must be achieved We have to return to the value and quality of the product.
Similarly, the measurement of talent cannot be based on short-term achievements. The important thing is to maintain lasting value and contribution to society. Recently, the China Consumers Association released a June 18 consumer rights analysis report showing that it collected a total of 112,384 pieces of negative information about live broadcasts and goods. Among them, many head anchors such as Luo Yonghao were widely spit out. In addition, Li Jiaqi has also had "rollover" accidents such as the non-stick pan incident during the live broadcast. For the online celebrities who bring goods, the trust of netizens is extremely precious to build a sustainable operation capability. The quality control is behind the trust. Every step of product background check, screening, verification, and testing before the goods are taken carelessly. It can be seen that traffic is not the hardcore of live broadcast, and products are the lifeline of live broadcast. Only high-quality and low-price products can be retained by users, and high retention rate can make live broadcast IP long-term operation.
Once upon a time, e-commerce anchors were not popular in the eyes of many people. They always thought that people who engage in online live broadcasting are not doing business properly. They always think that live broadcasts are the gathering place of "counterfeit and shoddy" products. Looking at it now, it is never wrong to "three hundred and sixty lines, no matter how big you are." Incorporating e-commerce anchors into the talent policy is both a recognition of this industry and a compliment to industry leaders. Of course, for government managers and the industry itself, it is also important to understand the true meaning of live broadcasts and bring goods. Guide live broadcasts to return to market competition itself, and speak in terms of product quality and service level to truly get the support and trust of netizens.
□Pan Helin (Executive Dean of Digital Economic Research Institute of Zhongnan University of Economics and Law)