Is it an emerging profession or a non-professional job
? Graduates can be the anchors with goods, can they?
The general opinion of the society is not high on the acceptance of this profession. There are always opinions such as low educational qualifications, the professional level of anchors needs to be improved, and the goods in the live broadcast room are mixed.
But for young people, being an anchor with goods is actually a common career choice. Many fresh graduates join it and write their own career stories in the live broadcast room.
be mentally prepared
"Live streaming with goods is a physical task"
Promoter of enlightenment reading for infants aged 0-3 years old, master of pre-school education and (currently) doctoral student at the University of Melbourne, editor-in-chief of Beijing Education Publishing House "Guidelines for Enlightenment Reading in Nursery", and published 42 books on infant reading... This is the net Part of the self-introduction of the blogger named Miba in the WeChat video account.
At the beginning of 2020, the epidemic began to spread around the world, and Mi Ba also made plans to return to China for development.
After studying overseas for many years, she did not know much about the domestic job market. Faced with the epidemic prevention situation that most people stayed at home, she came up with the idea of doing online live broadcasts.
At the beginning, Mi Ba was an entertainment anchor and chatted with audiences from all over the world in the live broadcast room every day. Because of the live broadcast room, a channel that can understand information in real time and the existence of some enthusiastic audiences, it was possible to avoid being isolated overseas. condition.
"At that time, I needed to transfer to different countries to return to China. The epidemic prevention policies of different regions and the isolation policies of different cities in China were all told to me by the audience in the live broadcast room. They would urge me to buy tickets and tell me which day you will not be able to land in Beijing. "
During the quarantine period when he returned to Beijing, Mi Ba, at the invitation of his friends, began to try to bring goods to live broadcast.
"The first time I brought goods, I didn't know what to prepare. If the merchant said anything, I would say yes." The live broadcast equipment such as live broadcast lights, live broadcast stands, and background boards were delivered to the quarantine hotel, and then they were delivered by The hotel staff delivered it to Mi Ba.
"I opened the door and saw that the door was full, so I moved into the room little by little. The set equipment and display goods alone took up half the room. My isolation is not boring at all. Every day is like clocking in to work, putting on makeup when you wake up, live streaming after putting on makeup, removing makeup after live streaming, and then pack up and go to sleep.”
From entertainment anchors to delivery anchors, in Mi Ba's view, these two live broadcast formats are very different in the personal experience of the anchors, "I have a good education, but when I keep chatting, I will find that when the content is exhausted, I can only I watched a lot of knowledge-sharing bloggers’ videos from various platforms every day, and I learned from them and sold them now. At that time, I felt that this was not too long-term.”
After becoming an anchor with goods, Mi Ba will carefully try and screen the products to be sold before each live broadcast, and organize them into their own oral broadcasts based on the product manuals given by the merchants and the information that consumers can directly access in the baby links. manuscript.
An anchor with goods must not only have a voice, but also a clear mind.
Mi Ba said that in order to avoid the cold scene, the host needs to maintain a high level of passion and concentration throughout the live broadcast, which is a double test of physical and mental strength, "I remember helping a brand to do a discount sale before, and it was broadcast for almost 4 hours. Only two-thirds of the clothes are over. If netizens want to see one, I have to try on one. It's so tiring."
For newcomers who want to enter this industry, Mi Ba suggested that it is best to treat this job as a side job when starting to try, and be mentally prepared for this to be a manual job.
She said, "The damage to the vocal cords, lack of sleep, high psychological pressure, and poor lumbar and cervical spine are very common among the anchors who bring goods."
Mi Ba's parents will also watch her live broadcast. She is in high spirits on the screen, and she has been babbling for hours as soon as the broadcast starts.
Out of distress for their daughter, Mi Ba's parents also have some dissatisfaction with the profession she is engaged in, but they understand that it is needed for her daughter's work and have never expressed any objection.
guide rational consumption
"Be responsible to the fans who trust you"
Unlike Mi Ba who accidentally entered the circle of anchors with goods, Mei Xiaomeng's love for this job sprouted when she helped her parents sell goods offline.
The family is in the clothing store business. She has been interested in sales since she was a child. When she came home from high school and college during the winter and summer vacations, she helped her parents sell goods in the store.
21-year-old Mei Xiaomeng, from Shijiazhuang City, Hebei Province, majored in IoT application technology at Hebei Electromechanical Vocational and Technical College, and currently works as the executive director of the "Super Live Studio" in a company in Chaoyang, Beijing.
With a strong interest in this profession, Mei Xiaomeng moved from live broadcast operation to the position of anchor step by step.
From product selection, arrangement to docking, from the scrutiny of the display form to the speculation of sales words... Mei Xiaomeng did her best in every link before and after the live broadcast.
At the end of each live broadcast, she will also summarize the data of different platforms and reflect on how to increase the sales of products, "I am particularly sensitive to conversions, and the difficulty for me is how to achieve the greatest conversions within a limited time. "
In this regard, Mei Xiaomeng is also willing to share her experience: anchors need to cultivate fans' stickiness and form their own style.
Mei Xiaomeng believes that if you have your own gameplay and interaction, you must be different before more audiences are willing to stay.
In addition to introducing the product in as much detail as possible, interaction is also essential.
She will enrich the content of the live broadcast by playing games, lottery draws, and even using words such as "if you like this product, hit '1' on the screen", which will not only not easily cause the audience to feel tired, but also achieve better results. good conversion effect.
The live broadcast room is a two-way open interactive platform, and the audience's comments on the anchor will also be reflected on the screen in real time.
For Mei Xiaomeng, every live broadcast is a new challenge, "Every time the people who enter the live broadcast room are different, so there may be some black fans during the live broadcast, but I can adjust before the next live broadcast. in good shape."
The encouragement and support of her family is a major driving force for Mei Xiaomeng to keep moving forward in this industry.
She always buys some high-quality and cost-effective daily necessities for her family, and her parents are happy to share her work and results with relatives and friends.
Over time, relatives and friends around me will also take the initiative to ask Mei Xiaomeng to help me choose the products they need.
"Through this job, I can come into contact with all kinds of commodities, understand the stories, usages, and prices of commodities, which greatly improves my personal experience and helps me a lot in my daily life." Compared with ordinary consumption In addition, the anchors who bring goods have a more comprehensive understanding and understanding of the category of each product, and have a better understanding of the promotion nodes and activities of different platforms, which is also one of the many advantages of this profession.
The live broadcast with goods also tested the anchor’s ability to respond on the spot. There was a problem with the price of goods during a live broadcast.
"At that time, the price of the live broadcast room would make the merchants lose a lot. After the operation and the merchants communicated well, we still insisted on keeping our word, paid our own money, and gave everyone the goods at the wrong price, and took on this mistake." Xiaomeng believes that as an anchor, it is very important to be responsible to the fans who trust her.
Mei Xiaomeng believes that from the perspective of consumers, imagine that you are a user who buys things. When you hear others introduce this product, how will you feel and what doubts will you have? Think about what the anchor says to dispel doubts.
It is also necessary to consider how to get consumers to place orders through introduction and description, so that consumers can fully realize the advantages and disadvantages of products, consider whether they really need them, and guide rational consumption, not impulsive consumption.
Persistence is rewarded
Family starts to recognize emerging careers
In 2020, Chen Qianyi (pseudonym), who was interning in the hospital, decided to change careers.
At that time, the live broadcast delivery industry was rapidly emerging, and large and small e-commerce companies were blooming in Shenzhen, Hangzhou and other cities.
Knowing that the content and salary of this job were more in line with her expectations, she began to try.
Chen Qianyi did not get support from his family and friends. "My family is all in traditional industries, and they will think that I am fooling around."
"At the very beginning, there was no interaction in the live broadcast room, so I was speaking to the screen myself." This is a problem that most anchors with goods will face in the initial stage.
The new account has no fans or traffic, only the goods in the live broadcast room and the anchor himself.
During the 4 to 6 hour live broadcast, it is very common to have zero online users.
"Before each broadcast, the pre-broadcasting video should be shot first, and then connected with operations, field control, and auxiliary broadcasters to regulate the rhythm of the live broadcast, and then broadcast normally. After the broadcast, there will be a specific review and planning for the next day. "Chen Qianyi's workflow is the daily routine of a very standard brand live broadcaster with goods.
Chen Qianyi's two-year persistence has paid off. Now she has a decent salary. The next step will be to try to make an independent clothing number with friends.
At the same time, she also received a certain degree of recognition from her family.
Industry regulation is tightening
"Hope to become a more professional anchor"
Similarly, after two years of live broadcast, Mi Ba completed two personal transformations in the live broadcast industry.
She gave up the idea of being a full-time anchor.
Now Mi Ba has regarded live streaming as her part-time job, because she knows her energy limit.
In the two years since Chen Qianyi and Mi Ba entered the live broadcast industry, the management of anchors by the relevant departments has become more and more standardized.
In response to the continuous and rapid development of the industry and the increasingly strict supervision by the government, Mi Ba signed up for the qualification course of "Online Audiovisual Anchor" and took the exam. She also hopes that she can become a more professional anchor.
Regarding the plan for the next development, Mi Ba hopes to return to the education major she studied. She doesn't want to waste her major because of being an anchor with goods, so now she also starts to combine live broadcast with major, and starts to bring some live broadcasts in the live broadcast. Virtual products, such as online and offline courses.
At the same time, she also began to accept invitations from some platforms to live lectures online and share knowledge.
Mi Ba also became friends with some fans through the live broadcast window.
She found that a fan in her earliest live broadcast room had completed two PhDs, which also strengthened her determination to read a Ph.D.
She now wants to get a Ph.D. and become a university lecturer.
In 2021, Mi Ba was invited by Beijing Education Publishing House to edit 42 reading picture books and instruction books for young children.
She hopes to promote her book to a wider audience through live streaming in the future.
Mei Xiaomeng also hopes that she can go further and further in the industry of live streaming with goods in the future, bringing useful, high-quality and cost-effective products to more and more consumers.
Mei Xiaomeng believes that live broadcasts allow products with limited communication space and forms to have more audiences, and it is an upgrade of offline sales. The extension to better reflect their own value.”
Get you started
The anchor with goods has become a formal type of work
What are the necessary skills for an Internet marketer?
In 2020, the Ministry of Human Resources and Social Security, together with the State Administration of Market Supervision and the National Bureau of Statistics, released 9 new occupations. Among them, a "live broadcast salesperson" will be added under the occupation of "Internet marketer", and the anchor with goods will become a formal job.
In 2021, the Ministry of Human Resources and Social Security, the Central Cyberspace Administration of China, and the State Administration of Radio and Television jointly issued the national vocational skill standards for "Internet Marketing Engineers".
According to the above notice, "Internet marketers" are those who use the interactivity and communication credibility of the Internet to market and promote enterprise products on digital information platforms.
Occupations are divided into 4 types of work: product selection staff, live broadcast sales staff, video creators, and platform administrators.
Tasks include: researching the user positioning and operation mode of the digital platform; accepting the entrustment of enterprises, reviewing information such as enterprise qualifications and product quality; selecting relevant products, designing and planning marketing plans, and formulating commission settlement methods; building digital marketing scenarios, through Multi-platform marketing and promotion of products in the form of live broadcast or short video; enhance their own communication influence, strengthen the activity of user groups, and promote the conversion rate of products from attention to purchase; sign sales orders and settle sales payments; responsible for coordinating product after-sales service ; Collect and analyze sales data, and make optimization suggestions for enterprises or products.
The "Internet Marketer" National Professional Skills Standard clearly requires practitioners to abide by the professional code: abide by the law, be honest and trustworthy; perform their duties, be brave in innovation; study business, teamwork; strictly control quality, and serve enthusiastically.
How to manage live delivery?
On April 23, 2021, seven departments including the State Internet Information Office, the Ministry of Public Security, the Ministry of Commerce, the Ministry of Culture and Tourism, the State Administration of Taxation, the State Administration for Market Regulation, and the State Administration of Radio and Television jointly issued the "Administrative Measures for Online Live Marketing ( Trial implementation)", and it will come into force on May 25, 2021.
The "Measures" require that if the live broadcast marketer or live broadcast room operator is a natural person, they should be at least 16 years old; if a minor over the age of 16 applies to become a live broadcast marketer or live broadcast room operator, the consent of the guardian shall be obtained.
Live broadcast studio operators and live broadcast marketers engaging in online live broadcast marketing activities shall abide by laws and regulations and relevant state regulations, follow social order and good customs, publish information on goods or services truthfully, accurately and comprehensively, and shall not publish false or misleading information, deceive , misleading users; not to market fake and inferior products, infringing intellectual property rights or not meeting the requirements of personal and property safety protection; not to fabricate or tamper with transactions, attention, page views, likes and other data traffic fraud; not to know or should know about others If there are illegal or high-risk behaviors, it will still be promoted and drained; no harassment, slander, abuse and intimidation of others, infringing on the legitimate rights and interests of others; no pyramid scheme, fraud, gambling, sale of contraband and controlled items, etc.
If the live broadcast content released by live broadcast studio operators and live broadcast marketers constitutes commercial advertisements, they shall perform the responsibilities and obligations of advertisement publishers, advertisement operators or advertisement spokespersons.
This edition of the article / reporter Zhang Ziyuan
Intern Yan Jie Coordinator / Zhang Bin