Demand is great, but not as glamorous as imagined
Live broadcast major: "Graduates are robbed, students are stared at"
In this summer, known as "the hardest graduation season in history", outstanding graduates of a major in live broadcasting from a secondary vocational college in Yunnan "can take jobs in several companies alone."
The boom in the live broadcast industry has led to a sudden increase in demand for employment. According to estimates by Renmin University of China, Taobao live broadcast alone has driven more than 1.73 million jobs in one year, and live broadcasters such as Li Jiaqi and Wei Ya have become new professional role models for young people. The students from prestigious schools are targeted by companies, and they start to work quickly after 10 days of training; in the live broadcasting major, companies have called "importants" every day since February; many young people bluntly want to "learn live broadcasting"; the enrollment scale of the school has increased three times ; More than 40 colleges and universities in Zhejiang, Guangdong, and Sichuan have carried out school-enterprise cooperation to deliver anchors; the heads of MCN agencies go to colleges and universities to dig and train people in advance, and so on. Because the live broadcast industry is short of people everywhere.
Not long ago, the Ministry of Human Resources and Social Security formally added a "live-streaming salesperson" under the "Internet marketer" profession. E-commerce anchors and online celebrities with goods have become new employment outlets, which has brought some new questions: how to train institutions Live talent? What kind of career outlook should the interested students establish? How to break through the live broadcast of the Red Sea?
The most difficult graduation season, but the live broadcast of graduates "can choose jobs"
The 18-year-old Zhou Qi once grabbed her mobile phone in the live broadcast room of Wei Ya, and now she has become Wei Ya's colleague and became a Taobao anchor.
The first batch of 40 graduates trained jointly by No. 1 Vocational Senior High School in Tengchong City, Yunnan Province and Taobao Live Broadcast were "booked" by enterprises before they left the school. Zhou Qi and 10 classmates rushed to Beijing from Yunnan at the end of May and started their career as an anchor in a company selling household products.
Because of the new crown pneumonia epidemic, the overall recruitment demand of the company has decreased. She and many of her classmates have worried about employment. Wang Hongbo, the director of the school's jewelry business department, also worried that graduates "cannot find jobs." Unexpectedly, the live broadcast profession became popular, and Beijing companies directly recruited people at the school. Zhou Qi and her classmates immediately got job opportunities after interviews.
Beginning in 2018, Tengchong No.1 Vocational Senior High School has selected interested, potential and high-foundation students from the Department of Jewelry Business to join the live broadcast major, and invited professional live broadcast operations leaders from live broadcast bases such as Jieyang and Sihui in Guangzhou to Students attend class.
This year, the epidemic has dealt a serious blow to Yunnan's tourism industry. Graduates who should have gone to major jewelry stores after graduation are facing an unemployment crisis. Only those who major in live broadcasting are very popular. Since February, Wang Hongbo’s phone has been ringing non-stop. Every day, companies call "important people". Outstanding graduates can even be selected from several companies. Some students become anchors, while others engage in live broadcasts. For other related jobs, the employment situation is "very ideal".
"Emerald is a traditional industry in Yunnan. Our Department of Jewelry Business has been thinking about how to integrate with the Internet. With the development of the Internet platform economy and the rise of the live broadcast economy, both institutions, businesses and students have gradually realized the importance of online marketing. "Sexuality." Wang Hongbo introduced that in previous years, only 100 students were enrolled in the Department of Jewelry Business. This year, the enrollment has increased to 467, mainly because there are more students majoring in live broadcasting. There are also young people who went directly to the school and indicated that they wanted to "learn live broadcast."
Even the ungraduated students are eagerly targeted by companies. Since the epidemic, Wu Yutai’s live-streaming room has been steadily increasing, and the live-streaming duration has doubled compared with before. The company urgently expanded the live-streaming team from 3 to 7 people. In this case, Zhou Ming, a student majoring in Broadcasting and Hosting at the Central Academy of Drama, took up his post after 10 days of training. In addition to the fragrance of tea, Wu Yutai’s live broadcast room had more opera, storytelling, and tongue twisters. In the future, Wu Yutai is planning to try to use school-enterprise cooperation to continue to tap live broadcast talents.
It seems that the threshold is low, but it is still difficult to be professional
Set up your phone, get the goods and start talking. It seems that the barriers to becoming an anchor are very low, but it is still difficult to be professional.
When Zhou Qi was on the live broadcast for the first time, her whole body was trembling, and she couldn't tell the memorized words and couldn't even find the camera. Although I learned it in school, I didn't start broadcasting smoothly because I was not familiar with the product.
"The key is whether it can really impress users when introducing the product." Zhou Qi is not satisfied with her current level of carrying goods. She is originally introverted and is training her ability to speak boldly. The information must be memorized and understood to be able to broadcast live. Come at your fingertips. For a month, her live broadcast room was watched by only more than 100 people, and some students sold forty to 50,000 during the live broadcast of the internship, which was a significant gap.
Wang Hongbo introduced that, in order to cultivate good live broadcast talents, the school has opened 12 Taobao live broadcast accounts for students to practice combat training, and recently sent 4 teachers to Hangzhou Taobao University to study.
In the first year, students mainly learn e-commerce marketing basics, marketing, jewelry knowledge, etc. In the second year, they start to try and practice in addition to professional knowledge learning. In addition to anchors, customer service, operations (assistance, background, field control), Supply chain and other related knowledge must be understood, and students must conduct professional training according to the different positions they apply for. In the second half of the third year, students who enter the company for internships are basically future employees.
Because the industry is too new, teaching content often needs to be adjusted according to practice, and graduates are also feeding back the school. Wang Hongbo and his teachers often squatted in the student's live broadcast room to watch and learn about the latest trends in the industry.
For example, they found that in the past, the anchors only showed products without showing their faces. Now the anchors often show their faces when they show products. When they go back, they immediately ask students to learn how to show their image in the live broadcast room in order to gain more competitiveness in the future.
Many people think that being beautiful is the key element of being a good anchor. Hei Shui, a partner of Shanghai Heiyu E-Commerce Co., Ltd., doesn't think so, "The first thing to look at is strong expression ability, good personality, and beauty is a bonus. After all, others will not place an order because you are beautiful."
Undoubtedly, this year's graduation season, graduates with live e-commerce experience are most popular. The latest data calculations from the School of Labor Relations of Renmin University of China show that Taobao live broadcast has brought more than 1.73 million jobs a year. At the same time, the talent demand for Taobao Live shows new features such as more inclusiveness and flexibility. In the live broadcast e-commerce industry, 70% of positions do not have academic qualifications and experience requirements, and pay more attention to the inspection of practical skills.
The live broadcast industry is being paid attention to by young people, and it also gives them special opportunities. In addition to the well-known anchors, a variety of new careers have emerged in the live broadcast studio, such as assistant broadcasting, product selection, script planning, operation, and field control. Heishui said that post-95s grew up in videos and short videos. Their learning, shopping, and social interaction are all done in videos, so live broadcasts have more advantages.
Live employment is an entrepreneurship in itself
There are many young people who want to be a cargo anchor when they talk about their career goals, they shout "I want to be Li Jiaqi".
Facts have proved that Li Jiaqi was not cultivated, nor could it be cultivated by universities and MCN institutions. On the contrary, the live broadcast industry is not as high salary as imagined, nor is it as beautiful as it seems.
"Many children think that they are not tired and good for earning so much money in this industry," Heishui said. Many people do not clearly realize the professionalism and hardship behind the live broadcast industry. He took an anchor he cultivated as an example, "A few hours from the start of the broadcast, and after the broadcast, it must be re-run, sort out today’s advantages and areas for improvement, and work at night until three or four in the morning, and after a few hours of sleep, prepare for the first The live broadcast on the second day suffered a lot."
He bluntly said that this industry, like most industries, requires a lot of hard work to break through. "You can't understand this industry if you can't settle for 1,000 hours."
According to data from the BOSS Direct Employment Research Institute, in the first half of 2020, the average monthly salary of cargo anchors is 11,220 yuan. Although it has dropped by nearly 2,000 yuan year-on-year, the average salary of all positions in the industry is still at a high level. Moreover, the income polarization in this field is serious. The income of anchors in large MCN organizations has significantly increased the average. 71% of anchors earn less than 10,000 yuan a month, and it is normal to work 10-12 hours a day.
Wang Hongbo also found that talents in the live broadcast industry are uneven, and professionalism needs to be improved. “The current anchors’ cultural levels and professional knowledge are uneven, and some even don’t even understand the basics to live broadcast. If students majoring in jewelry and fashion design can integrate their professional accumulation into the live broadcast system, it will be important to the professionalism of the live broadcast industry. Great improvement."
China Youth Daily and China Youth Daily reporter Chen Lu Source: China Youth Daily