Micro-innovation, micro-applications, micro-products, micro-movies...Create new jobs and meet new demands
"Micro-economy" has big treasures (new business models are gaining momentum ③)
Short video entrepreneurship has become the new "blue ocean", Weibo celebrities have "realized traffic", WeChat public account has made a group of entrepreneurs...In recent years, the micro-economy characterized by "micro", "short" and "fast" has entered Chinese life.
Micro-economy is not a trivial matter. The National Development and Reform Commission and other 13 departments have jointly issued the "Opinions on Supporting the Healthy Development of New Business Forms and New Models, Activating the Consumer Market and Driving Employment Expansion" to encourage vigorous development of the micro economy. Why is the micro-economy getting more and more popular? What are the challenges currently facing?
Provide the possibility of "making interest a career"
Xiaoyu is a doctoral student at Tsinghua University and a well-known short video blogger on campus life. In his "Tik Tok" account, the beauty of Tsinghua campus, learning experience sharing and personal life Vlog (video blog) are the three most frequently appearing themes. It has only been two years since the creation of Douyin's account. His fans have reached 1 million and his monthly income is considerable.
"The micro-economy based on short video platforms embodies a kind of traffic economy effect. Short video bloggers gain more and more influence on the platform by publishing original short videos, and the accompanying large number of fan traffic allows bloggers to gain Opportunities for paid brand promotion and contract operation teams. This has gradually become a profit model, and it also provides us short video enthusiasts with the possibility of'making interest a career'." Xiaoyu said.
Industry insiders pointed out that, including short videos, micro-economy includes micro-innovation, micro-applications, micro-products, micro-movies, micro-fitness, micro-tourism and other forms, which are reflected in all aspects of daily life.
"The core of the micro-economy lies in micro-innovation. It is a new form of business realized through small and micro innovation based on the mature platform economy, such as small and micro enterprises, individual industrial and commercial households. Micro-innovation can be implemented on various platforms. Digital content products such as text, images, sound, and video released on the Internet can also be diversified services such as travel, catering, and retail provided by the platform." said Liang Wei, an assistant researcher at the Research Institute of Circulation and Consumption, Ministry of Commerce.
The "Opinions" jointly issued by 13 departments including the National Development and Reform Commission clearly stated that it supports the orderly development of online diversified social networking and short video platforms, and encourages micro innovation, micro applications, micro products, micro movies and other innovations.
The micro-economy entered the field of view of official documents for the first time, which is not unrelated to its rapid development in recent years. Taking micro-films and short videos as examples, the "China Micro-film Short Video Development Report (2019)" released a few days ago shows that as of June 2019, the number of online video users in China reached 759 million, and the number of short video users was 648 million, exceeding Long video has 639 million users, accounting for 75.8% of the total netizens. The average daily usage time of short videos exceeds that of long videos, contributing 33.1% of the increase in mobile Internet time. The usage rate of short videos by new netizens is as high as 53.2%.
In Liang Wei's view, the micro-economy has continued to develop in China in recent years, showing great development potential, and attracting more and more young people to join this new format. According to the "2019 China Mass Entrepreneurship Innovation Development Report" recently released by the National Development and Reform Commission, in 2019, newly registered young entrepreneurs reached 4.467 million, an increase of 4%; college student entrepreneurs were 741,000, an increase of 9%.
Adapt to fragmented and personalized "micro needs"
Why is the micro economy so hot? Many people believe that flexibility, freedom, low investment, and low threshold are important reasons why it attracts a large number of practitioners.
"There is no need for offline stores, low input costs, and consumption trends at this stage. These factors have prompted more and more people to choose to join the e-commerce industry." said Xiang Yan, a partner of an e-commerce clothing brand. "Young people are smart now In such a “blue ocean” of the Internet economy, as long as they are willing to use their brains and are willing to do it, everyone can create more development possibilities for themselves.” Since opening a store on Taobao in July last year, Xiangyan’s store attention has increased. There are more than 20,000 people, the store's WeChat account has more than 1,600 customers, and the average monthly turnover has reached more than 80,000 yuan.
According to He Jun, a researcher at the Institute of Industrial Economics of the Chinese Academy of Social Sciences, there are at least two reasons for the popularity of micro-economy. The first is the development of the Internet economy. Based on the Internet platform, micro-economy such as micro-innovation, micro-applications, and micro-products has a foundation for development; the second is that the degree of modularization of technology is getting higher and higher, and the architecture design of the platform is determined by the positioning of the platform Yes, this type of platform positioned at user participation has a more friendly "modular" interface design. For example, Douyin users uploading videos will have filters, music, and editing tools with simple interfaces and clear functions, and they can upload videos in just one minute, which undoubtedly stimulates the enthusiasm of content creation for short video fans.
For the development of the micro-economy, various platforms are increasing their support. Douyin has successively launched the "Douyin Musicians 100 Million Subsidy Program", the "New Farmers Program" to support the creation of "three rural" content, and the "Starry Program" for high-potential talents. Through traffic support, work subsidies, and skills Supporting policies such as training to help video content creators in different fields produce more high-quality original content; People's Daily Online Research Institute and Tencent Advertising recently co-sponsored the "Micro Entrepreneurship Support Program" public welfare project, launching joint training, standardization, sharing courses, and trends The five major measures of guidelines and open tools provide diversified entrepreneurial solutions and support policies for franchised chains and various small, medium and micro enterprises.
Experts pointed out that today, the fragmented, convenient, and personalized "micro-demand" in people’s daily life is increasing. With the rapid development of new technologies such as 5G, Internet of Things, big data, and artificial intelligence, music, reading, information, The creation, dissemination and acquisition of various life and entertainment content such as health and culture have been realized in micro-applications, micro-products, and micro-devices. Miniaturized, distributed, and intensive micro-economic entities have gradually become beneficial for economic and social development. In addition, more refined, personalized, and practical micro-innovations meet people's diverse needs, and micro-economy is playing an increasingly important role in social life as a new format.
"The creation of a mass innovation atmosphere, the rapid development of the platform economy, and the continuous escalation of consumer demand are all contributing to the continuous emergence of vitality in this new format of micro-economy." Liang Wei said.
Stimulate the creative vitality of various subjects in the "micro-economy"
Digging for gold in the micro-economy is not easy. While the industry as a whole is developing rapidly, many entrepreneurs are also struggling.
"In the field of short video, many well-known bloggers will choose to sign contracts with operating agencies, but there is still no clear industry standard for the division of interests between operating agencies and bloggers." Xiaoyu said, "Many bloggers are in a dilemma. Situation: It is difficult to obtain investment funds and traffic resources for "single fight alone". Contracted institutions often lose their absolute voice in content creation, and are often at a disadvantage in terms of rights protection and benefit distribution."
Xiang Yan said: "The e-commerce industry can be described as'traffic to success and flow to failure.' As a small seller that is still in its infancy, it is very passive under the e-commerce platform, which is a very mature bidding ranking mechanism. There is no sufficient budget and no The money to participate in the promotion, to fight for big brands and popular Internet celebrity stores, the passion of many e-commerce entrepreneurs is a little bit obliterated in this way."
Industry analysts pointed out that the micro-economy that extends to all walks of life has also exposed various problems: the rights and interests of buying goods and returning goods in Moments cannot be guaranteed; Weibo promotes "soft wide" malicious marketing, which arouses user disgust; short videos Full of vulgar, pornographic, and violent content; micro-films are shoddy and shoddy, "taking the audience as fools"...
"Helping the horse requires a ride." Liang Wei said, "As far as government departments are concerned, in order to promote the sustainable development of the micro-economy, it is necessary to find a balance between stimulating innovation and effective supervision, which not only protects the rights and interests of consumers," It also effectively stimulates the innovative vitality of multiple entities and guides the healthy development of the industry. As far as the Internet platform provides the soil for microeconomic development, each platform should assume certain regulatory responsibilities for the goods and services provided by the multiple entities on the platform."
In the near future, policy support has been continuously applied in response to new formats such as micro-economy.
The "Opinions" released this time propose to implement new business growth plans, establish a directory of new business growth companies such as micro-economy, and promptly follow up and promote the resolution of policy blocking points for enterprises.
The National Development and Reform Commission and the Central Cyberspace Administration of China issued the "Implementation Plan on Promoting the "Migrating to the Cloud, Using Data and Intelligence" to Cultivate New Economic Development" and proposed to support enterprises to open up and share resources to provide small, medium and micro business owners and makers with in-enterprise entrepreneurship opportunity. For freelance designers, online ride-hailing drivers, freelance butlers, takeaway riders, online matchmakers, online fitness coaches, freelance photographers, content creators and other flexible employment, provide vocational training, supply and demand docking and other diversified employment Multi-level labor security such as services and social security services, commercial insurance, etc.
The "Opinions on Supporting Multi-channel Flexible Employment" issued by the General Office of the State Council at the end of July proposed that the Internet platform economy and other new business models and new models of supervision rules should be set rationally, and Internet platform companies and intermediary service agencies should be encouraged to reduce service fees and franchise management fees. And other costs.
"Micro-economy represents a development trend of informatization, intelligence, and modularization. For new things, it is normal for some problems to occur in the early stages of development. We must have an tolerant attitude to this." He Jun said, with technology With more and more perfection and more standardized protection of intellectual property rights, micro-economy is bound to usher in greater opportunities to further promote the construction and development of platform economy and digital economy.
Qiu Haifeng Li Jiabei