Komaki
As the proportion of the digital economy in the national economy increases year by year, the space for the digital industry to accommodate young people's employment is also rapidly expanding.
In addition to entering big factories as "code farmers", the digital industry has also evolved more and more emerging jobs.
According to the "Digital Ecological Employment and Entrepreneurship Research Report" recently released by the Chinese Academy of Labor and Social Security, 47.3%, 31.7% and 28.9% of the practitioners in the video account, official account and mini program have regarded their current work as a lifetime. Profession.
In this issue, we interviewed five young "digital craftsmen", who are private domain operators, small program developers, new media operators, vlog bloggers and self-media people in the field of "Sannong", trying to understand the digital ecology Next, how do young people plan their career prospects?
In choosing and persevering, what kind of life attitude do they maintain?
■Character: Xiao Yao
■Occupation: Private domain operator
■Introduction: Build a closed-loop private domain operation system in less than two years
"To do something, do it well"
"From Xiangpiaopiao instant milk tea to milk-covered tea to steamed milk tea, from combining original tea and raw milk to combining fresh fruit, the milk tea industry has been entangled in itself." At an offline tasting meeting, in order to help small and medium-sized milk tea Merchants broke through the siege of big brands and developed their brand characteristics. Xiao Yao patiently analyzed and explained the latest market trends for the merchants, and at the same time made suggestions for them, recommending milk tea ingredients and formulas that can be tried in the next quarter, "Prickly pear, green plum, mulberry can be try……"
The work Xiao Yao is engaged in is private domain operation.
The so-called private domain refers to a business that builds its own private domain traffic pool to cultivate customers, and can no longer rely on platforms with public domain traffic, and use social media to communicate with customers and complete transactions through social media.
In layman's terms, "it is to put fish from other ponds, seas, or even any place in your own fish pond for captivity, incubate them continuously, and then keep letting them give birth to small fish (pulling new ones, transforming them). The fish food (welfare lure) is more delicious, and whoever has more fish will have more fish.”
This is the market understanding of private domain operations, but in Xiao Yao's view, this only applies to some traditional industries.
Xiaoyao's customers are mainly self-employed milk tea operators and some small chain stores. These stores need more service providers who can provide precise strategies.
At present, Xiao Yao is the head of the company's private domain operation team, with a monthly income of 400,000 to 500,000 yuan.
In his work, he summed up his own set of methodology - the key to private domain operation is to gain user trust.
"If you don't give customers a chance to try and make mistakes, they won't give you any chance." Xiao Yao said, "In the beginning, we will feed back on the pain points of users, give users some strategic suggestions, and let users test, After seeing the effect, they will take the initiative to come to you to cooperate." Xiao Yao always hopes that he can output something that is really useful to users.
Recalling that when he first entered the business, Xiao Yao's understanding of private domain operation also stopped at "building a WeChat group and giving out benefits every day". From March 2021 to the present, he has never been favored by the boss, and the company plans to deploy the private domain operation team. Divided into first-level departments, Xiao Yao told reporters confidently, "From 0 to 1, my team has built a closed loop for the operation of the entire private domain, and the 'playing method' has been thoroughly figured out."
However, in Xiao Yao's view, the employment prospects of private domain operations are not clear.
He found that from 2020 to the present, almost all companies are building their own private domain system, and the entire private domain has been very chaotic.
"Even the small supermarket downstairs is pulling you into the group buying group. The groups in our mobile phone are very dense, and the information is confusing and complicated." Xiao Yao admitted that although the trend of private domain operation has passed, he will still be there in the next three to five years. This field is deeply cultivated.
"I think, to do something, you must do it well and thoroughly, at least you have to understand this thing."
■Character: Aaron
■Occupation: New media operation
■Introduction: After entering the industry for two years, I am willing to become an "internet mouth substitute"
"As long as there is traffic and voice demand jobs will always exist"
In seat C of the conference room, a big boy was sharing the content creation framework of the official account he had summed up in high spirits. Around him were the new media operators, who were listening intently, for fear of missing any important points.
Aaron, the 25-year-old keynote speaker at the conference, is the company's new media operation director. What he understands is that new media operations are actually related to "voice": For the enterprise account, in the past, companies would advertise their products to the media. Now, they put The "voice right" was taken back, and he created a new media account to operate it.
For personal accounts, new media operations are more of a way of expressing oneself.
In addition, the underlying logic of new media operations is to do free traffic.
"Paid traffic means shouting to sell watermelons in the square and asking everyone to come and eat watermelons, while free traffic means shouting 'Come here if you want to eat watermelon, I have it here', attracting people to come here, there is only one difference between tapping the demand process."
"Learn the gameplay of the top accounts, catch up with the accounts in the middle, and use your own advantages to fight against the weaknesses of others." After more than two years of new media operations, Aaron explored a set of operating models.
They will plan a new media matrix for customers, then research competing companies, find a market that has not been occupied, and quickly seize the ecological niche, "If you have a sense of accomplishment and watch your fans grow little by little, you will never get tired. "Aaron describes his work rhythm this way.
Talking about the development and changes of new media operation positions in recent years, Aaron used the word "change with each passing day". As early as two years ago, there was only "double micro shake", and then Xiaohongshu and video accounts became popular. .
Therefore, the focus of new media operations remains the same, that is, the word "operation", because new media platforms are constantly changing.
Aaron believes that as long as companies have traffic needs and individuals have voice needs, this position will always exist.
Those who are at the forefront of surfing the Internet must have heard this sentence: "You are my Internet mouthpiece." Aaron is also very willing to be such a "mouthpiece", "This is an era when everyone needs to express, some people It is a very good thing in itself to need others to help him express, stand in his position, see its needs, and help him express."
■Character: Gao Dadong
■Occupation: vlog blogger
■Introduction: After traveling to many cities for a job and finally "escape" from the workplace
"I don't think I'm good, so I choose to live."
"From the director to the camera, from the complete autonomy of the shooting, to the fact that I can hardly think about the shots behind, I compromised." Gao Dadong, 30 years old this year, a director majored in 3 cities after graduation, from Beijing to Hangzhou, From Hangzhou to Chongqing, after changing several jobs, he found that he could not agree with the workplace environment of "reformed" from the bottom of his heart.
Therefore, he decided to flee and work alone. In July 2021, he resigned and went to Dali, Yunnan, and turned into a vlog blogger.
Recently, he was planning a vlog topic "Spend a day with 99 strangers".
The protagonist of the first video is a girl who sets up a stall in the ancient city. In front of the camera, the girl and the girl revealed her life status, life ideals, and love concepts... The data of this video is not bad. The process of chatting with his friends often gives Gao Dadong a deep sense of satisfaction, but he still feels lost sometimes.
In the last video, Gao Dadong and a sister had an in-depth discussion on intergenerational education issues. The production of the video took a whole day, but the traffic was not satisfactory in the end.
"I think this kind of video is meaningful and in-depth, and the traffic is just a guide, which may reflect that young people today don't want to think, or that thinking belongs to only a few people."
Fortunately, Gao Dadong has reached a reconciliation with himself, "If you are good, you can let expression and entertainment coexist; if you are not good, you can only choose one. If you choose one, you will bear the consequences." Gao Dadong said, he He feels that he is not good, so he chooses to live.
Spending a day with 99 strangers, only 4 episodes of filming have been completed so far, he wants to do 10 episodes first, and change the subject if the traffic is not good.
From the beginning of his business to the present, the total number of followers of Gao Dadong's We-media accounts on various platforms has been floating at 400,000. This "spinning around" data does not seem optimistic, but he is not anxious about it.
"Money is mainly based on business (advertising). I used to have a basic salary of 15,000 yuan per month when I went to work. Now my income is not stable. The sum of money I earned last year was only nearly 100,000 yuan." He said, jumping It is your choice to get out of the workplace. If you don’t do it well, you will accept your fate and do what you want to do. The most important thing is to be comfortable at work.
■Character: Ashu
■Occupation: Small program developer
■Introduction: After graduating from self-taught programming, he entered the IT industry and engaged in small program development
"Work without passion and creativity"
He frowned slightly, stared at the screen, and with the sound of a tight, crackling keyboard, lines of colored codes appeared in the black computer interface... This is the normal work of Ah Shu.
In 2015, he graduated from finance major. Out of his love for program development and programming, he used his spare time to teach himself and obtained relevant qualification certificates during the university. In 2017, the third-party small program channel emerged. Successfully entered the IT industry.
At present, Ashu works in an e-commerce company in Guangzhou. The company's business mainly sells agricultural and sideline products. He is responsible for the development and operation of small programs.
"We are equivalent to a middleman. We will screen out some agricultural and sideline products and put them in the market of first-tier cities." Ashu said that in addition to the daily maintenance of small programs, reaching cooperation with customers in various fields is also an important part of his daily work.
"Many small and medium-sized businesses have also come to us and want to customize and develop small programs to undertake their business."
In line with interests, free working hours, flexible rhythm, and relatively high salary level, the position of small program development can be said to satisfy all of Ashu's imagination of a good job.
There are also many friends around Ah Shu who got "iron rice bowls" as soon as they graduated, but they often complained that "the work is stable enough, but lacks passion and creativity".
For Ah Shu, the sense of accomplishment, passion, and creativity are indispensable when choosing a job.
Ashu remembered that they had developed a memo applet for time reminders, and the number of users was around 50,000 or 60,000.
One day, a stranger contacted Ah Shu, "I've been using this product all the time, but suddenly it doesn't work for the past two days? I feel like something is missing in my life." Ah Shu was very surprised to hear what the other party said.
"Sometimes, a product is even forgotten by us, but it truly participates in the work and life of users and generates value."
In the past two years, Mini Programs have developed rapidly. Ashu has been exploring in this industry for nearly 5 years and has accumulated some resources.
He believes that his task is to establish long-term cooperation with customers and continuously provide technical value.
"If you jump out of the company, you will have more opportunities to learn about other industries and fields, and there will be more possibilities for cooperation." Ashu plans to leave the company and start a business to provide technical services to more companies and businesses.
■Character: Komaki
■Occupation: We Media Person
■Introduction: Post-95s resigned at the end of June and returned to their hometown to start a business as a self-media, determined to promote their hometown agricultural and sideline products to a broad market
"While you are young, it's right to toss more"
In the countryside, a young man was digging peanuts with his bare hands, and when he pulled it hard, a bunch of peanuts burst out of the ground.
Then, in a large pot of clean water, he scrubbed the soil on the surface of the peanuts, then poured the peanuts into the pot, put seasonings, added cold water, and turned on a high fire. The salted peanuts were simmered in this way.
In the kitchen, with sweat on his forehead, he smiled at the camera and said, "High-end ingredients only require the simplest way of cooking."
The young man in the video is Xiao Mu, 24 years old this year, from Jiujiang, Jiangxi.
In 2019, he graduated with a major in e-commerce and went to Beijing and Hangzhou to do sales.
During the time he worked in Hangzhou, he clearly felt the strong development momentum of the e-commerce industry. At the same time, the abundant employment opportunities brought by the self-media platform also made him yearn for it.
"When I was in college, I had the dream of starting a business and doing e-commerce, and I have been thinking about how to combine the self-media with the products of my hometown to make tricks." In June this year, Xiaomu resigned and began to return to his hometown to start a business... …
In recent years, the state has vigorously supported agricultural and sideline products, and coupled with the "preferential treatment" of grass-roots creators on We-media platforms, Xiaomu has almost no hesitation in targeting the field of "agriculture, rural areas and farmers".
Set up as a returning entrepreneur, Xiaomu's self-media account "Xunyang Zhuangke" mainly focuses on sharing the popular science of farm life and planting techniques, with a relaxed and humorous style.
Although the final presentation of each video is only a few minutes, the production will take about two days.
In the first week, Xiaomu's video playback volume stayed at five or six hundred. Recently, the average video playback volume has risen to 10,000. "As long as you keep posting, the traffic will gradually increase."
Xiaomu said that his parents also often participated in the framing and shooting, and gave "reference opinions" in a timely manner. Several mirror movements in a previous weeding video were shot by Xiaomu's mother.
At present, Xiaomu's account is in the stage of positioning style and ensuring stable output of content. At the end of September, he plans to conduct online store layouts on various platforms and cooperate with agricultural and sideline product suppliers.
"Starting a business is also done in stages, and I'm not in a hurry to realize it. Content is king, and videos will naturally generate traffic and income."
Not only is the career plan clear, but Xiaomu's outlook on life is also very clear.
In his opinion, life is short, and when he needs to support his family in middle age, he may not only act for his ideals and entrepreneurial dreams.
But now, he is still young, and he must give it a shot, "Even if I can't do it, I have a stroke of bravely following my dreams in the picture of my life, and that's enough. In short, it's good to do more while you're young. ."
focus on
Digital ecology opens up new employment track
There is a lot of "useful place" for this group of young people
According to statistics, the number of college graduates in 2021 hit a new high, with 9.09 million college graduates, an increase of 350,000 over 2020.
The "Digital Ecological Employment and Entrepreneurship Research Report" shows that in 2021, the employment opportunities derived from the WeChat ecosystem will reach 46.18 million, a year-on-year increase of 25.4%.
Among them, the video account has become a new growth driver, generating 13.41 million employment opportunities in video shooting and live streaming.
At the same time, 24.38 million employment opportunities were created in other fields such as official account creation and private domain operation.
According to research and estimates, in 2021, WeChat mini-programs, enterprise WeChat, WeChat payment and other service providers will create more than 6 million employment opportunities.
For this group of young people, being a self-media is a "reliable" career that can be fought for for a long time.
Looking for a job is no longer just for a simple meal, and it doesn’t matter the aura attached to the profession itself. It doesn’t value a relaxed and comfortable work rhythm, and it doesn’t make a rash move in the windy period. Instead, choose a way of self-realization—— It not only fits one's own attitude towards life, but also fully releases one's own ability and realizes personal value while creating social value.
It is foreseeable that the new employment track developed by the digital ecology will undoubtedly ease the current situation of severe employment, with low entry barriers and low operating costs. These emerging occupations with extremely “friendly” access conditions will also allow more pursuit of individuality and free development. of young people find their "useful place".
Text / reporter Wang Jingyi
Coordinator/Lin Yan Zhang Bin
Cartography/Yuan Guoming (Reference: Study on the Status Quo and Influencing Factors of College Students' Employment Huo Nina)