"This year's New Year's Eve will buy black pork from Xinhua in Hunan, waxed pork belly and glutinous rice cake from Tongren in Guizhou, and make a pot of vegetarian vegetables with the seasoning of Bobo chicken from Zigong in Sichuan, and put fresh cut flowers from Dounan Flower Market in Yunnan on the table." Drift" Xiaoyang's favorite way to relax every day is to use Douyin to watch rural life and special food in various places.
For the Chinese New Year this year, she has already found a New Year's list that includes delicacies from all over the world, and has also learned how to prepare each dish.
For the New Year's Eve dinner, Xiaoyang is full of confidence: "Even how to remove the pig's skin, I asked hello in the Douyin live broadcast room." More and more local special products are being passed through short videos and live broadcasts represented by Douyin. The platform breaks the geographical barrier of "produced in the mountains and people don't know it", obtains exhibition opportunities, finds consumers, and appears on the dining table of thousands of households.
On January 22, the research group of the Institute of Economics of the Chinese Academy of Social Sciences released the "Research Report on Short Video and Live Streaming Helping Inclusive Development" (hereinafter referred to as the "Report").
The "Report" found that short videos and live broadcasts have high penetration rates and strong heterogeneity. During the process of interaction and dissemination, hot spots can be constantly switched.
The continuous switching of content hotspots on short video and live broadcast platforms not only means changes in content interest matching, but also drives the adjustment of corresponding products, service varieties, types and regions.
The "Report" summarizes this law as "structural emergence", and points out: the existence of structural emergence makes short video and live broadcast platforms highly fluid and scalable; The characteristics of a wide range of users and breaking the limitations of time and space make it possible to help inclusive development.
Short video and live broadcast markets continue to subdivide and expand
The "Report" pointed out that a very important reason for the rapid development of short video and live broadcast platforms in recent years is that China's mobile Internet users are huge and the market segment is extremely expandable.
以泛知识内容为例，2021年抖音上泛知识内容播放量年同比增长达74%、直播场次高达100万场，是最受用户欢迎的内容领域之一。而用户对泛知识内容的消费热情，也促使该类内容“孵化”出生活知识、天文科普、自然科普、语言学习、文学赏鉴等多个细分领域。同时在内容形式和场景上，也拓展出中长视频、直播、搜索、社交、电商等。在三农内容领域，根据抖音2021年6月发布的三农数据报告，过往一年内抖音农村题材视频总获赞量129亿，细分出的内容领域包括农村生活、农村美食、三农电商、非遗传承、养殖技术、赶海等。这些都是抖音上内容和热点不断涌现、进化、更替、流动，并吸引相应兴趣群组用户交互的真实写照。
图：抖音上多样化的兴趣点(例)
值得注意的是，从抖音内容创作者地域分布情况看，目前抖音上超一线城市和五线城市创作者数量成为较小的两端，新一线、二线、三线城市创作者成为中部力量，构成了典型的“橄榄型结构”。规模庞大而分布广泛的用户群体是短视频、直播平台助力普惠性发展的基础。
图：抖音创作者地域分布
内容流动涌现价值创造机会
普惠性发展的核心是让更多人得到就业和收入的机会。《报告》指出，与传统的粉丝经济相比，短视频和直播平台的低创作门槛使用户进入退出灵活，包容性极高，平台内始终保持了内容的可竞争性。在内容热点不断涌现的背后，是价值创造的机会在流动，这意味着普通人也能通过内容创作参与数字经济活动，分享技术红利。
巨量算数发布的《2020抖音创作者生态报告》显示，2020年，抖音上新成长起来的粉丝数量过万的创作者中，88%是新加入平台后成长起来的原生创作者；粉丝数量突破百万级的创作者中，该比例达85%。普通创作者和新创作者始终有获得大量关注的机会。
Just like creating an account on Douyin that shows the daily life of young single men in Northeast China, he has gained more than 10 million followers in more than two months with his humorous and realistic but warm video content, and a single video has over 100 million views.
This low access cost, strong competitiveness, and relatively equal opportunity entrance enables the content shared by creators on Douyin, as well as the corresponding creator group structure, to maintain continuous changes and flexible boundaries, weakening the head solidification Effect, trumpet, new account always have the opportunity to get the attention of the content and the rapid growth of fans.
The continuous switching of content hotspots on the short video platform also enables users to continuously receive more diversified and fresher information content.
Under the recommendation mechanism, users' niche content needs and personalized interests are also more easily discovered and satisfied; this feature also connects and communicates the supply and demand sides of economic activities, for different regions, genders, education levels, and Content creators with very different interests and hobbies provide the possibility to gain a sense of gain and economic benefits.
Take a creator named Ding Lang in Huanhe Village, an ancient village in Dejiang County, Tongren City, Guizhou Province as an example.
After returning to his hometown to start a business, he came to Huanhe Village by chance. He was attracted by the original appearance of the ancient village and the simple people, so he showed the unique customs and customs of the ancient village through the two Douyin accounts @銔东农cang and @古村乐乐And rural culture, the Huanhe Village, which was closed to traffic a few years ago, has become a small famous tourist destination today.
The originally little-known Huanhe Village is now visited by 700 to 800 tourists every day. The village has received nearly 10,000 tourists during the 7-day National Day holiday, and the newly opened shops in the village, such as farmhouses, food stalls, and canteens, earn more than 100,000 yuan.
Ding Lang’s video of villager Zhang Jinxiu’s grandmother and her wife cooking with purple potatoes has reached 10 million views on Douyin, helping local farmers sell more than 5,000 orders and more than 20,000 kilograms of purple potatoes.
Many young people in Huanhe Village who are working outside have also returned to their hometowns to start businesses, doubling their income at their doorstep.
Photo: Huanhe Village uses short videos and live broadcasts to develop the cultural tourism industry, and the local area has ushered in a new development fulcrum.
Diversification helps create market niches
The ultimate goal of inclusive development is development. How to create employment and income opportunities for groups in different regions and with different endowments, so that they can give full play to their own advantages, is the key to inclusive development.
The "Report" believes that because the formation of online trust is different from offline, short video and live broadcast platforms have created opportunities for some content creators with insufficient resources, skills, or underdeveloped regions. By matching users with corresponding preferences, establishing online channels Building trust magnifies some of their unique professional skills, helping them to form new market niches and gain employment and income opportunities.
《报告》以拥有近2200万粉丝抖音帐号@蜀中桃子姐的龚向桃为例。几年前她还只是一位生活在“盐帮菜”之都四川自贡的主妇，最大的特长是一手好厨艺。家人鼓励下，@蜀中桃子姐 开始在抖音发布做美食的短视频，短短半年时间里她就积累了近千万粉丝，单个视频最高获赞量达近200万，也因此得以建立自己的品牌。
@蜀中桃子姐 的产品包括自贡市荣县及周边地区的特色农产品，萝卜干、大头菜、钵钵鸡调味料、卤味调料，这些具有地域特色的农产品都大受市场欢迎。目前，依托当地丰富的物产资源，@蜀中桃子姐 的钵钵鸡调料月销售量有19万件，大头菜、萝卜干销售量更达到200万袋。仅大头菜一项，@蜀中桃子姐 就带动当地近5000余户农户发展种植达2万余亩，拉动了当地的产业和就业。
随着生活水平的提高，居民对个性化商品的需求也越来越强烈。地区特色产品在更大市场范围中流动，更能满足居民生活水平提高后更加个性化、多元化的消费诉求。《报告》认为，对龚向桃等拥有一技之长的农人而言，抖音发挥了对特色农产品产销衔接的作用，销售规模化反向促进农业产业化，提高了生产效率，拓展形成一条初具规模的产业链。这正是分享内容匹配用户兴趣，衍生、覆盖相关产品，形成市场利基的典型案例。
利用数字技术直连消费需求
《报告》指出，由于受资金、规模、人才储备以及产品特性等因素的制约，许多中小企业暂时无法进行大规模的长期投入，实现企业全方位的数字化转型。短视频、直播平台也为这些企业，找到了一个利用数字技术的低成本切入点。例如，通过直连生产端和消费端，诸如抖音企业直播这种形式，可以为厂商降低获客成本，减少交易费用。一些生产能力强、供应链完备、却缺乏品牌认知度和渠道的中小企业尤其是传统的外向代工企业，通过抖音改善了产销互动模式、找到了转型契机，对接了原本无法触及的目标客户群体，找到了此前无法触达的新的利基市场。
在抖音“王牌工厂”项目中可以看到这样一批“源头工厂”：许多消费者身上耳熟能详的大牌服装鞋包出自他们的生产线，但受制于缺失稳定的终端零售能力，系统化的品牌运营思维，很难有高效靠谱的渠道直面消费者。
借助“王牌工厂”项目，一批高品质、设计能力强、高性价比的源头服饰鞋包企业，通过抖音提供的自播方案设计、营销活动策划等培训，习得了适合自身现状的短视频、直播运营能力，并在抖音迈上了孵化自主、自有品牌之路。据了解，自2021年抖音电商服饰行业“王牌工厂”项目正式发布以来，已有超过290家服装工厂加入该项目。许多重视质量和工艺，对“中国质造”有信心和需求，却缺乏可靠购买途径的消费者，也找到了心仪的货源和品牌。
目前，“王牌工厂”项目在“带货”之外更深远的意义也逐渐显现。《报告》以多年来为国内外知名品牌做批量定款加工的@东黎羊绒 为例：这家羊绒品牌在加入抖音后，向消费者普及了品牌历史和内涵，帮助更多其他地区的新用户认识@东黎羊绒 ，打开了品牌建立的思路与渠道，盘活了库存。许多喜好羊绒制品的消费者，也惊喜地认识到了内蒙古羊绒这块“宝藏”如今的质量和工艺水平。由于拓展了抖音线上渠道，@东黎羊绒 加快了扩建有机牧场的进程，吸引了更多牧民积极加入养殖合作社，促进当地经济发展，提高了农牧民的经济收入水平，也保障了公司羊绒原料的稳定供应。
不少“王牌工厂”入驻商家表示，他们在抖音上与目标消费者的直接即时交流，可以帮助他们根据消费者反馈和喜好规划生产，减少了过去的断货和库存积压之苦，改善了工厂供应链上下游的稳定。这些抖音电商商家透露，未来他们将会利用抖音进一步优化产销链条，低成本开发更符合消费者需求的个性化产品，建立起自有的互联网新零售营销渠道。