On May 2nd, nearly a thousand students from Yangzhou Institute of Industrial Technology simultaneously opened a live webcast to "bring goods" for Hubei, helping Hubei Zigui agricultural products such as navel orange and tea. The picture shows the 1803 financial management student Zhu Wen of the school live broadcast at home. Wang Biao / Photo
When the bright lights of the live broadcast hit on the body, Song Yinan, the anchor who has conducted more than 30 live broadcasts, is no longer so nervous as to sweat in the palm of his hand. In the two hours of this live broadcast, she will flexibly adjust the script written in advance, naturally joke with strange netizens, and can freely recommend a skin care brand.
But the anchor is not Song Yinan's profession. At the age of 21, she is currently a sophomore in the e-commerce major (direction of live e-commerce) of the E-commerce Live Broadcasting College, a college under the Innovation and Entrepreneurship College of Yangzhou Industrial Vocational and Technical College in Jiangsu Province. The live broadcast of "carrying goods" is part of her professional practice, and it is also the only way for her to go from live broadcast of "Little White" to a real anchor. In the future, it is Song Yinan's dream to be employed or started a business in the field of e-commerce live broadcast, and it is also a "window" that many people are trying to seize.
If e-commerce live broadcast ushered in explosive growth in 2019, the “house economy” that was born in 2020 due to the new coronary pneumonia epidemic has made live broadcasts completely popular, and live broadcast talents have become more “hot.” And this has also catalyzed the cultivation of relevant talents in some universities.
According to reporters, some vocational colleges specifically set up e-commerce live streaming colleges, such as Yangzhou Industrial Vocational and Technical College; some choose to set up e-commerce live streaming related instructor studios, such as Zhejiang Yiwu Industrial and Commercial Vocational College; there are some schools to try Increase e-commerce live courses in some majors.
Presumably many people will have this question: Is this to train all students to be "carrying" anchors? Can "Li Jiaqi" be cultivated in batches? What kind of talents are needed for e-commerce live broadcasting? With these questions, the reporter conducted an interview.
"We are not specializing in cultivating 'Net Red'"
In the past, when mentioning the live broadcast of e-commerce, many people's minds will have the image of the influencers such as Li Jiaqi and Wei Ya. Now, more and more people including county magistrates, teachers, corporate CEOs, etc. have joined the live broadcast team. The live broadcast rooms they opened are like a fan window, some lead to the field, and some push the cherry blossoms. Others are museums, sales offices, clothing stores, beauty and skincare stores, etc. The "goods" they bring can be said to be dazzling.
"E-commerce live broadcast is completely 'out of the circle' this year!" Yan Zhengying, Dean of the Innovation and Entrepreneurship Institute of Yangzhou Industrial Vocational and Technical College, said that e-commerce live broadcast has been tepid for the past three years, until 2019 has experienced explosive growth. According to data from iMedia Consulting, the total scale of China's live broadcast e-commerce industry reached 433.8 billion yuan in 2019. It is estimated that the number of online live broadcast users in China will reach 524 million this year, and the market size will exceed 900 billion yuan.
"Affected by the epidemic, live broadcast e-commerce has ushered in a new development opportunity with many companies' cloud opening and cloud resumption. This year's breakthrough of trillions is conservative. The lack of people in the live broadcast e-commerce industry will become the norm in the next few years. "" Yan Zhengying speculated.
Chen Xuhua, Dean of the Entrepreneurship College of Yiwu Vocational and Technical College of Business, also believes that live broadcast e-commerce is a new form of e-commerce, especially affected by the new crown epidemic, and many real economies have been affected to varying degrees. The big promotion effect, the live broadcast delivery model is gradually recognized by many companies, and the scarcity of live broadcast talent has become a common phenomenon.
According to the "Spring 2020 Live Broadcasting Industry Talent Report" jointly published by Zhilian Recruitment and Taobao List, the demand for recruitment in the live broadcasting industry increased by 1.3 times year-on-year under the epidemic, with an average recruitment salary of 9,845 yuan / month.
Not to mention, in recent days, Fu Wei, vice president of Yangzhou Industrial Vocational and Technical College, has received calls from many companies to ask, "Ask the students of our e-commerce live broadcast direction to do anchors and plan for them." Some companies directly said to Fu Wei: "How many students do you have in this major? I want them all!"
However, in Yan Zhengying's view, the lack of talents in the e-commerce live broadcast industry is not only a shortage of anchors and talents with goods, but also a lack of professional talents, including planning talents, anchor operation talents and live broadcast operation talents. Take a live broadcast event as an example, not only the anchor, but also the team for the live broadcast service, such as the project leader in charge of overall planning, the planning of copywriting, live broadcast operations, field control, auxiliary broadcast, etc. "The entire chain of live e-commerce is short of people. At present, such talents can be said to be 'strange goods'."
It is precisely aimed at the needs and prospects of talents in this industry. In December 2019, Yangzhou Industrial Vocational and Technical College established the E-commerce Live Streaming Academy under the College of Innovation and Entrepreneurship, with an e-commerce major (direction of live e-commerce). Fu Wei introduced that this is also the first e-commerce live streaming college in the country officially established. The establishment of this college is not only an exploration of the talent training model, but also a bold attempt to deepen the integration of production and education, aiming to grasp the trend of the times. To train talents who can serve the entire chain of live broadcast e-commerce.
"We are not specializing in the cultivation of 'net celebrities', not everyone can have the potential to become 'net celebrities', but everyone may find a suitable position in the net celebrity industry chain." Yan Zhengying emphasized, "Our goal It is to train middle and high-end practitioners in the online celebrity industry chain. In the early stage of talent training, we adopted a standardized talent training system to train a group of live e-commerce managers and short video creators, including people who bring goods. If students do have the potential to become 'Li Jiaqi', we will openly train them and train them to become 'Wang Jiaqi' according to their characteristics and specialties, etc., but it is by no means Li Jiaqi's copy. "
The Vocational and Technical College of Yiwu Business School also seized the new format of live broadcast e-commerce. It opened a series of live broadcast courses in 2017 and officially included it in the teaching plan in 2018. Subsequently, 3 live instructor studios were established. Chen Xuhua told reporters that these studios are actually a platform for school-enterprise cooperation, improving student e-commerce skills from product design planning, short video shooting, video script production, live broadcast skills, and live broadcast monitoring.
Live broadcast "carrying goods" has become a daily routine for students
As one of the first batch of students in the e-commerce major (direction of live e-commerce) of the E-commerce Live Streaming College of Yangzhou Industrial Vocational and Technical College, sophomore Chen Zhongqiang moved from the mechanical manufacturing profession to the prospect of the e-commerce live streaming industry. It is understood that this major has both elite classes, namely e-commerce majors (direction of live e-commerce), and currently has 30 students; there are also interest classes for all major students, namely "Second Class", which currently has about 300 students; Planning to set up an "employment and entrepreneurship class" in this major.
"I know that the e-commerce live broadcast industry is developing rapidly, but if there is no professional guidance in this area to take you 'introduction', I don't know how to enter this industry." Before switching to professional, Chen Zhongqiang has already thought about it and will focus on the live broadcast industry in the future. Start a business. He told reporters that the courses he is currently studying are mainly theoretical courses and live practice.
According to reporters, the current theoretical courses mainly include commercial literacy, new media literacy, comprehensive literacy, etc., including market analysis, marketing planning, short video production, new media operations and data analysis, corporate management and other courses, as well as piano chess, calligraphy and painting, Singing and dancing, flower arrangement and other health courses.
"We are not limited to teaching students how to introduce a product and how to put on makeup, but focus on training students' market insight, creative copywriting and marketing planning capabilities, new media content production capabilities, all-media marketing capabilities, and new media operations and data Professional qualities such as analytical ability. "Yan Zhengying said that the comprehensive qualities such as the natural face-to-camera adaptability, oral expression ability, on-the-spot adaptability and talent ability are also arranged within the scope of teaching and training. In this way, students can be competent for more types of work in the future.
Guo Gangzhi, a teacher at the Vocational and Technical College of Yiwu Business School who established the "Taobao Live Broadcasting Studio" in 2019, also adopted the same approach-practical teaching. He believes that it is a common problem for students to dare not express and express themselves. Through this kind of practice teaching, let students speak directly to the camera, and the situation will gradually improve after a month.
For the same considerations, Yangzhou Industrial Polytechnic has specially created 47 live broadcast rooms, and introduced more than 10 well-known brands, students can conduct e-commerce live training in the school. At present, the school has not yet resumed school. In order to improve the actual combat ability, students such as Song Yinan and Chen Zhongqiang took the initiative to intern in Nanjing related enterprises. The 4-hour live broadcast of "carrying goods" became their daily routine.
But compared with corporate internships, Chen Zhongqiang is more interested in the live broadcast of independent entrepreneurship. Before he went to Nanjing for an internship, he began to try to live broadcast and bring goods on platforms such as Jingdong and Taobao to promote the products of his brother's online store. He still remembers the first live broadcast of "actual combat", a fitness product with a unit price of 59 yuan, he sold more than 20 pieces.
Although all of them are related to e-commerce live talent training, everyone's interests and development directions are different. For example, unlike Chen Zhongqiang and Song Yinan, freshman Wang Wenfan from Yiwu Business School Vocational and Technical College Live Tutor Studio's interest is not in live broadcasting, but in the creation of short videos. Through learning to shoot and edit videos, he has now attracted more than 1 million fans on Douyin, and the fastest one has risen 130,000 fans overnight.
"Only by doing professionally can there be a way out"
During the interview, the reporter found that there are still many difficulties to be solved for the talent training of the emerging industry of e-commerce live broadcast.
"E-commerce live broadcast as a professional direction of e-commerce, different from the crash courses of training institutions, how to build the curriculum system?" Yan Zhengying believes that for schools, e-commerce live broadcast professional training is a relatively new topic, and the industry development is relatively Fast, so there is no standardized curriculum system, even the e-commerce live broadcast institutions are actually in the process of exploring and revising.
It is understood that there are currently three types of live-stream courses at Yiwu Vocational and Technical College of Technology, which are aimed at the students of the school, the community and "paired" schools. "But currently there is no standardized live broadcast teaching in colleges and universities. The teaching plans need to be written by themselves. While teaching students, they are also learning simultaneously, but the college is also doing standardization construction." Guo Gangzhi said.
"At present, there is a trend among the masses for e-commerce live broadcasting, but only if they are professional, there is a way out. For example, a good anchor should also have a hard standard: you can stick to live broadcasting for 4 hours a day, sensitive to product selling points, and skilled sales. Skills, strong interaction skills, good data analysis and summary, marketing and event planning capabilities, etc. "To achieve these, Guo Gangzhi believes that talents should be cultivated in cooperation with experienced live broadcast companies.
This is what Yan Zhengying believes that the cultivation of e-commerce live broadcast talents is inseparable from the deep integration and collaborative education of schools and enterprises. At present, the college helps schools to introduce rich industry resources and brand resources through school-enterprise cooperation to provide students with practical opportunities. But he believes that schools and enterprises can have more in-depth cooperation, in addition to talent training, they can also make a difference in industrial services.
In Yiwu Vocational and Technical College of Business, students have started commercial live broadcast operations, formed a teacher and student team to undertake the local e-commerce operation of Yiwu, and introduced e-commerce platforms such as Alibaba, JD.com, Taobao Live, and Pinduoduo for students to engage in actual combat. At the same time, in order to encourage students to start businesses in the field of live broadcasting, the school has also set up financial services such as Tongchuang Fund, Entrepreneurship Award, and micro-loan, as well as the establishment of entrepreneurial parks to form teaching, incubation, warehousing, logistics, financial services, and business registration. The station service system provides various resource services from courses to platforms and projects.
China Youth Daily · China Youth Daily reporter Sun Qingling intern Li Wenbin Source: China Youth Daily