Deputy county magistrate walked into the live broadcast room to help poverty alleviation and cultural tourism development
The "post-80s" county chiefs group composed of the Standing Committee of Langao County Party Committee, Deputy County Mayor Feng Tao and Deputy County Mayor Yang Le in Ankang, Shaanxi, often use cross talk to live broadcast goods.
"Mayor He, we met, and the encounter was in the character special issue of the fourth edition of China Travel News on December 18." On December 18, Xu Zhong, director of Xinglong Mountain Scenic Area, Lanzhou City, Gansu Province, said on his Douyin account "Director Xu" On "You Xinglong", a short video was posted to "call out" He Jiaolong, the deputy magistrate of Zhaosu County, Xinjiang Uygur Autonomous Region. The China Tourism News of the day published a report on the two.
Xu Zhong said, “In my comment area, some netizens commented, “Mr. He rode horses and galloped thousands of miles in the snowy field in Zhaosu, Xinjiang, and Director Xu showed his true character as a man in Xinglong, Gansu. Continue to speak for your hometown tourism, Aoli will give it!"
Both Xu Zhong and He Jiaolong began to broadcast live on Douyin in April and May this year, and entered the "Anchor Jianghu".
He Jiaolong’s video of horse riding in the snow in the middle of last month attracted the attention of the whole network; Xu Zhong learned martial arts since he was a child, not to mention boxing, rock climbing, and pole vaulting. Sometimes there will be a square dance. It also attracted a lot of attention.
Chen Canping, Dean of the School of Economics of Southwest University for Nationalities, known as the "Internet Celebrity County Chief" with 416,000 fans, is the winner of the 2020 National Poverty Alleviation Award Innovation Award. From June 2017 to August this year, he was suspended as Hunan Member of the Standing Committee and Deputy County Mayor of Anhua County Party Committee, Yiyang City, Province.
During the suspension period, the Douyin account "Chen County Magistrate Says Anhua" was opened in October 2018, and he was one of the first officials to start broadcasting.
In his opinion, in the first half of this year, live broadcast of leading cadres once became a trend.
After the turmoil, some people faded out, and some people became "reinforced iron bones", riding horses, singing, wearing Hanfu, cooking food... In the live broadcast, "the county magistrate said Zhaosu" "said the county magistrate" "Guzhang", "Tang County Magistrate Loves Taihu Lake", "Gold County Magistrate Loves Taihu Lake", "Gold County Magistrate Loves Shanyang", "Cai Magistrate Magistrates Said Jinzhai", and the post-80s county head combination "Dashan Letaotao" and other active accounts It shows that the competition between leading cadres and Internet celebrity anchors has become a phenomenon-level trend in 2020.
According to data from Douyin, in February this year, "County Chiefs Come Live" was launched, inviting local mayors and county heads to help local agricultural products whose sales were blocked quickly find sales through the live broadcast. Up to now, there are 110 mayors and county heads. Walked into the live broadcast room of "County Chief Comes to Live" and helped sell 123 million yuan of agricultural products, of which 68.19 million yuan came from impoverished counties.
Comprehensive ability and face test
"I am your fan, let's take a photo together!" After winning the Innovation Award of the 2020 National Poverty Alleviation Award in October this year, Chen Canping was pulled by fans for a group photo at the airport.
He realized at this time that he had become a public figure.
From March 1 to October 17 this year, Chen Canping made more than 300 live broadcasts, and the total sales of commodities including black tea exceeded 15 million yuan.
"I can attract a large number of fans and achieve the miracle of bringing goods. The'fun scholar official' has played a very important role." He said that the live broadcast of goods is a big test of a person's comprehensive ability and face. "Borrowing cross talk One of the world’s sayings is “pull the cake on the ground, call the thief on the other side”. If you have shortcomings in your ability, or you can’t let go, netizens can feel it, and you may not buy your account. The rivers and lakes are deep, and you don’t show your unique skills. No way".
Chen Canping joked that he had a thick-skinned face, and that anyone dared to even maiden during the live broadcast. There were two to three hundred people who successively joined mai. Some anchors are utilitarian but have many fans and deserve to be maiden. He took the initiative to show his favor. Lianmai opportunity.
Some fans said to him, "You are a real life treasure, you can communicate with the post-70s, post-80s, and post-90s."
In fact, Chen Canping has a lack of five tones, but when fans ask him to sing, he sings, a folk song "Six Mouths of Tea" related to tea: "You drink tea when you drink tea. Why is there so much talk? My father Ma Si, it's already eighty-eight..." Because I have sung too many times, I have sung well now.
Although he is chubby, he should dance or squat or squat during the live broadcast. He also filmed an impromptu video with two girls. He was chubby in a suit and leather shoes, standing in the middle, taking the standard model steps with the girls. , The rhythm suddenly changed as they walked, and the three of them twisted Yangko together.
How to show off unique skills to attract fans?
Feng Tao, member of the Standing Committee of the Langao County Party Committee and Deputy County Mayor of Ankang City, Shaanxi Province, and Yang Le, deputy magistrate of Langao County, thought deeply about this issue.
Feng Tao and Yang Le are both "post-80s", and they are both temporary cadres.
Feng Tao was born in 1980 and is the deputy director of the Investigation and Research Division of the Office of China Construction Bank. In 2018, he came to Langao County to take up his post; Yang Le was born in 1988. After graduating from Northwest Agriculture and Forestry University, he became a selected student in Shaanxi Province in 2019. In February, he suspended his post as Deputy County Mayor of Langao County.
The two used to shoot promotional videos such as Langao Toon, and the response was good in the local area. When they were about to enter the "anchor rivers and lakes" in May this year, the trend of live broadcast by the county magistrate had faded.
"How to innovate and change in order to win the success of live broadcast delivery?" Feng Tao said at the time that he realized that if the past live broadcast delivery method was adopted, it would be difficult to seize fan resources and must be innovative and breakthrough. He and Yang Le formed a "men's group"-"the post-80s county chiefs group", the group name is "Dashan Le Tao Tao", and a word is taken from the names of him and Yang Le, "It is called'Dashan Le Tao Tao' , Or'Dashan Taotao Le', we have repeatedly weighed it, and finally finalized'Dashan Le Tao Tao'. Langao is located at the northern foot of Bashan. The name of this combination means that we will bring netizens to Bashan Taobao."
Feng Tao recalled that before he took netizens to Bashan Taobao, he discovered that he had found the treasure first, and Yang Le was actually a treasure boy.
From undergraduate to Ph.D., Yang Le studied at Northwest A&F University for 12 years. During this period, he has been a member of the school's art troupe. He has a solid foundation in Quyi and is proficient in cross talk, sketches and singing.
He gave full play to Yang Le's expertise, and the live broadcast script he designed "planted" a lot of "stalks" and "baggage".
For example, in the opening remarks, Yang Le first introduced himself "I am the deputy county head of Langao County", Feng Tao went on to say, "I am the member of the Standing Committee of the Langao County Party Committee and the deputy head of the county". After introducing himself, Yang Le used the speed of the crosstalk actor to report the name of the dish. After Yang Le finished speaking, Feng Tao asked, "You are finished, what am I talking about?" Yang Le immediately realized his "mistake" and "please let the leader add."
Netizens quickly discovered their characteristics and left a message saying, "Pengchaoer, teaser, you two are talking about cross talk."
Every live broadcast is a promotion meeting
Although well-designed, from May to September, "Dashan Le Tao Tao" did not attract many fans. "The traffic in the live broadcast room was very poor. At the worst, there were only a dozen online fans. "Exhausted", Yang Le said. Despite this, he never thought about giving up, "because he gained a new experience in the live broadcast process and discovered the meaning beyond the sales of the live broadcast."
Yang Le recalled that although the live broadcast effect was not good, there were occasional highlights.
In the summer, when I sold plums, I suddenly broke the order and sold nearly 10,000 copies.
However, the next day, the picking could not keep up, the delivery could not keep up, and there was a shortage of supply. "This shows that the live delivery of goods not only exports our products, but also feedbacks back, exposing the shortcomings of our industry and Questions, this will provide ideas for our industrial planning and industrial adjustment."
Feng Tao also never thought of giving up, "The reason is very simple. It is because I want to do something. Even at the stage when the traffic is very low, the live broadcast is usually over 11 o'clock every night. We will still have a meeting and rerun once to discuss the need for live broadcast time. Need to adjust, how can the interactive link be more lively and interesting".
Live broadcast for two hours every night on weekdays. Until the beginning of October, "Dashan Letaotao" finally ushered in a turnaround.
In the first live broadcast after the National Day holiday, online fans exceeded 100,000. "Suddenly, the traffic started. I think it's because we have been insisting that we have stable output every day. This is very important." Feng Tao Say.
Since October, "Dashan Letaotao" has a live-streaming sales of 10,000 to 20,000 yuan per night, and so far it has accumulated more than 2 million yuan.
However, Feng Tao and Yang Le don’t care about sales. “Too much attention to sales often leads to deviations.” Yang Le said that each live broadcast is more like a large-scale promotion conference without transportation or venue fees. “Tens of thousands are online, Even if there are only one or two outsiders, it is a good opportunity for Langao. There are so many counties in China, if we do not use the new media window like the live broadcast room, we might not hear the names of some counties in our lifetime."
"I don't particularly care about sales." Jin Xuehua, the deputy magistrate of Shanyang County, Shangluo City, Shaanxi Province, is from a central enterprise. He began to work as deputy magistrate of Shanyang County in June 2019. Soon after taking office, he opened the "Golden County Chief Love Shanyang". The music account now has 134,000 followers. Since March this year, it has brought more than 10 million yuan in online and offline products.
He believes that the live broadcast room is a window to show the image of the locality. "Now the popularity of Shanyang County has increased a lot. Many people know Shanyang County, but they don’t know which city Shanyang County belongs to; many netizens say they are confused. How many counties are there in Xinjiang, but through He Jiaolong, I learned that there is a county seat in Xinjiang called Zhaosu."
"Now that the national poverty-stricken counties have all lifted their hats, how to consolidate the effect of poverty alleviation? Without regional public brands, the support of the industry will be very fragile." Chen Canping believes that there are not many regional brands such as Wuchang rice and Yangcheng Lake hairy crabs. The live broadcast economy provides opportunities for the little-known regions to cultivate regional brands and overtake on corners.
The area where black tea is produced is not only Anhua, but many netizens remember Anhua black tea because he has been in the live broadcast room for more than half a year.
Tang Xiang, an examiner of the Patent Office of the State Intellectual Property Office, is also a "post-80s" who started to take up his post as the deputy magistrate of Taihu County, Anqing City, Anhui Province last April.
Since the opening of the "Tang County Mayor Loves Taihu Lake" Douyin account in September 2019, it has gained 200,000 followers and its online and offline sales have exceeded 10 million yuan.
However, Tang Xiang is more concerned about another statistic. On the National Day this year, Taihu County accounted for half of the tourists in Anqing area. "This is not my credit alone, but my use of new media for tourism promotion should have played a role. Yes. A netizen left a message and said,'Mayor Tang, I read your Douyin, and I came to Taihu County'.
Many netizens said, "I only knew that there is a Taihu Lake in Jiangsu and Zhejiang, but this time I know that Anhui also has a Taihu County."
In Tang Xiang's view, the main body of the goods should ultimately be handed over to the company itself. The county magistrate's live broadcast of the goods only serves as an example to enhance the enterprise's e-commerce awareness.
In addition to promoting county-level public brands, selling goods and selling scenery, Douyin Live Studio is also a window for interaction between the government and the people. She has been trying to explore other functions in the live broadcast room besides bringing goods.
During the college entrance examination season, famous teachers were invited to the live broadcast room to guide the college entrance examination volunteers; some netizens complained that the medical insurance payment and reimbursement policies were not understood, so she made a short video in dialect explaining the medical insurance policy.
Seeing this short video, is it better to use dialect or Mandarin?
Some netizens started "noisy" in the comment area.
So when filming the video explaining the pension insurance policy for urban and rural residents, she filmed the "bilingual version", one in dialect and one in Mandarin.
"The effect of the trial is not bad." Tang Xiang said that the dialect version of the short video of the medical insurance policy has reached more than 3 million views. The medical insurance staff were invited into the live broadcast room to answer questions and direct directly, which also attracted many viewers.
Now many local netizens love @ her whenever they find problems in Taihu County, and hope she will pay attention.
Not long ago, a netizen @她 said that she discovered that the sprinklers in Taihu County were still spraying water on the ground on rainy days.
She asked the urban management department to find out that it was easier to remove stubborn stains on the ground by high-pressure washing in rainy days, and the water volume could be reduced by 30% to 40% compared to sunny days.
"I originally wanted to reply directly in the comment area. Later I felt that netizens who didn't read the comments still didn't understand why the urban management department still sprinkled water on rainy days. So I took a small video and the response was good."
"Apprentices" who have grown rapidly
On March 17 this year, when Chen Canping visited Furong Mountain, Xianxi Town, Anhua County, he met a village girl, "I have watched your live broadcast for more than 10 days, and I also want to play Douyin and bring goods live." The girl said.
After learning that the girl's surname was Long, Chen Canping gave her the screen name "Xiaolong Girl", and then often went to her live broadcast room to give small gifts and interact.
Recently, Chen Canping discovered that "Xiaolong Girl" has more than 120,000 fans, and the single live broadcast sales of local products such as glutinous rice cakes and bacon often reach thousands of orders. "I was shocked and very happy. She has grown so fast. ."
"Little Long Girl" is just one of Chen Canping's "disciples".
According to statistics from relevant departments in Anhua, under the leadership of Chen Canping, more than 10,000 people in Anhua have embarked on the road of live broadcast and goods delivery. "Sisters of the Dong", "Fatty Sea in the Country", "Little Han in Mountain Village", and "Brother Chen" emerged in Anhua. A large number of local internet celebrities such as "Furongshan New Farmers" and "Impression Anhua" have initially formed a new live broadcast e-commerce matrix.
Since March 2020, local Internet celebrities have brought more than 80 million yuan in live broadcasts, driving the sales of agricultural products such as tea, tea oil, bacon, fruits, peanuts, polygonatum, gastrodia, and fungus to exceed 100 million yuan, helping more than 15,000 farmers per capita Increased income by more than 2,000 yuan.
In April of this year, Jinxuehua, a company that sells walnut deep processing in Sanyang, brought a shipment and sold 6,000 orders in one night, which is equivalent to nearly two months of sales of this company.
Not long ago, he discovered that this company, which was a bit reluctant to develop e-commerce business, had already established an online sales platform, rented a professional live broadcast room, and hired a full-time anchor.
Among similar products on Taobao, its sales are among the best.
In an interview with the media, the business owner said that he did not approve of the live streaming method, but after seeing Jin Xuehua’s live streaming performance, his thoughts began to change, "This is our goal. Everyone's Internet awareness." Jin Xuehua said.
After taking up his post in Langao, Feng Tao spent two months conducting a comprehensive survey of e-commerce companies and e-commerce practitioners in the county.
The survey results are not optimistic, the e-commerce talent pool is insufficient, and the quality and ability of employees cannot meet the requirements for large-scale e-commerce activities.
He asked for help from his unit, China Construction Bank.
This year, all e-commerce practitioners in the county went to CCB University for a rotation training.
"We must take into account the issue of digital poverty." Feng Tao said that when it comes to live delivery of goods, the first reaction of many people is that this is a measure taken to deal with the slow sales of some agricultural products during the epidemic.
"But I think live streaming has more important significance. Digitalization of industries and digital industrialization are the future development directions. The live streaming economy reduces intermediate links and allows producers and consumers to directly connect, which is important for any industry. It is an opportunity for improvement, especially important for poor areas. The fight against poverty can solve the absolute poverty problem in poor areas, but how to consolidate the effect of poverty alleviation? How to prevent poor areas from missing the outlet of industrial digitization and digital industrialization and falling into digital poverty? Start with improving the ability of e-commerce practitioners."
"Penghong this county seat"
On May 1st of this year, when he was promoting a scenic spot in a local poor village, Tang Xiang shot a short video of wearing a cheongsam in order to match the style of its ancient houses.
After the video was released, many netizens liked it, but one netizen left a message saying, "You are not selling scenery, you are selling style."
"I almost cried when I saw this message." Tang Xiang said that before this, she would not delete all the negative comments. She would explain patiently to netizens, telling them that she was promoting the local area, and occasionally she would reply. But she clicked to delete this message, "Our cognition is not on the same channel. No matter how much I explain, the other party will not understand it."
Tang Xiang recalled that since the beginning of the broadcast, many fans have moved her very much. Because of their support, she has gradually grown up from Douyin "Xiaobai", but the voice of doubt has always been there.
Some netizens said, "You are a leader who is not doing his job properly, and you want to be an Internet celebrity all day long. Can you go to the countryside to see poor households?" Some netizens directly shouted "Go and do something right."
"Actually, the video is shot between work and going to the countryside. The live broadcast is at the expense of rest time. Even my live broadcast rewards are used to subsidize poor local families, but the daily work does not need to be always displayed online, and high-profile publicity It’s our brand and tourism investment resources.” She felt that live broadcasting is like dancing on the tip of a knife, exposing herself in front of the majority of netizens, and a flaw will be infinitely magnified. “This requires strong courage and strong psychology. Quality, and the confidence to fully understand the situation in the county. Live delivery of goods is not a required course for leading cadres, but how to use new media and respond to online public opinion should be a required course for leading cadres."
Tang Xiang gradually explored the skills of interacting with netizens. "At the beginning, someone asked,'How did you get up at such a young age?' I replied,'You should ask how I got down. Come to Taihu County to take a good look at the mountains and rivers. Breathe good air and taste organic produce. You can also be so young.'"
Some cadres who touch the net are worried about being labeled as "net celebrities."
Tang Xiang can understand, “Some people in the system are relatively conservative in using new media. If the leaders don’t approve of it,'net celebrities' are a high-profile outlier. Some colleagues reminded me. Fortunately, the main leaders of the county have always supported them. They said they knew you were In order to continue the revitalization of the countryside, you can stick to what you think is right."
Yang Le said that almost every cadre who walks into the live broadcast room will hear doubts such as "do not do their jobs properly" and "make a show". "They don't understand how we work outside of live broadcasts, so all we have to do is take care of ourselves. The work is really solid, and I have a clear conscience. A few days ago, I once joked with a netizen who questioned my show, saying that from May to December, I have been showing for 7 months, should you give me some attention? Up?"
Yang Le said that he believed that the purpose of every cadre who came to the camera was not to be popular, but to have a position for cadres on the Internet.
To paraphrase a catchphrase, "I always think that as the deputy county head, walking into the live broadcast room is not to make the title of deputy head of the county popular, but to make yourself popular in this county."
Chen Canping, who took the role of "university scholar-type officials", has also encountered doubts and encountered "siege" by a dozen netizens.
He said he didn’t care, because the masses are in the live broadcast room, leading cadres should walk into the live broadcast room, “This is an online mass line. As long as it conforms to the party and government’s policies, it will help win the battle against poverty and help peace. It’s not a bad idea to transform the masses into hard work and get rich, explore the way for the'Internet + government affairs', and become an'net celebrity'."
On December 20th, Chen Canping posted a short video. Standing on the podium of Southwest University for Nationalities, he joked with the students and asked, "The last question before get out of class today, there are two Internet celebrities in Sichuan, one is Ding Zhen. Who else is it? Can't you guess?" Then, he pointed his finger at himself, laughing heartily.
Ma Liang, a professor at Renmin University of China, believes that today's society has entered the video era. Some leading cadres took the initiative to walk into the live broadcast room, mingle with fans, and narrow the distance between leading cadres and netizens.
Some leading cadres "sell cute" in the live broadcast process, using language close to netizens, or performing some performance art, which some people cannot accept, and others think that the serious affairs of leading cadres are governing affairs rather than live broadcasting.
"The live broadcast room is not a press conference. It should be noted that the live broadcast of leading cadres is a natural development in the live broadcast field. For this, we must let the bullet fly for a while and adopt an inclusive and prudent attitude to understand and adapt to it. As long as these leading cadres are The original intention was to work for the welfare of the people. As long as the relationship with the enterprise is innocent, it should be encouraged and supported."
The Beijing News chief reporter Wang Shu
Picture/provided by interviewee