(Fighting new crown pneumonia) China's anti-epidemic observation: The county chief transformed into "Li Jiaqi" to bring goods. What does Internet thinking bring to the officialdom?
China News Agency, Beijing, March 26 (Reporter Zhang Weiran) In order to comprehensively promote the resumption of work and production, especially to open up product sales, more and more county-level officials across China are joining the special group of "webcasters". In the live broadcast rooms of apps such as Taobao and Kuaishou, the county heads used "Internet language and web language" to bring goods, called fans "babies" and "old iron", while interacting and chatting, they tried to eat and promote, and "endorsed" local products. .
During the epidemic, "county head + live broadcast + farmer assistance" is rapidly growing into a new e-commerce model that promotes consumption and sales in various places. According to reports, Taobao's live broadcast "Spring Sowing Month" attracted 100 counties and mayors to speak for agricultural products; in order to support the "stable supply" of fresh agricultural products under the influence of the epidemic, Baicheng County mayor was invited to broadcast live to help farmers. The "live broadcast rooms" of county and city mayors are not limited to indoors, some are in chicken sheds, fish ponds, and some are in orchards and vegetable bases. Many people have a good record.
Guangxi Rong'an County Magistrate Chen Wenmin introduced Rong'an Kumquats in the live broadcast room, ordering 25,000 orders within 3 hours, and 120,000 kg of fruit, helping to increase the popularity of Rong'an Kumquats;
Lu Minggang, the mayor of Shenze County, Hebei Province, spoke for the "Shenze Cloth Endorsement" in the live broadcast room, attracting more than 260,000 people to watch, and added more than 110,000 followers in a single store. Pieces
Li Ningbo, deputy secretary of the Shandong Huimin County Party Committee, promoted nearly 30 agricultural products such as corn, mushrooms, eggs, black beans, and honey in the live broadcast room. Netizens ordered more than 39,000 eggs, 7500 corn, more than 3,000 pounds of garlic, and more than 2,000 pounds of shiitake mushrooms. .
2019 is called "the first year of live e-commerce", and anchors represented by Li Jiaqi and Wei Ya have attracted attention from all sides. According to AiMedia Consulting, the number of online live broadcast users in China this year will reach 524 million, and the market size will exceed 900 billion yuan. The reporter noticed that some officials paid much attention to the ideas of famous anchors when carrying live goods.
"I'm Li Jiaqi among the county chiefs", Yang Dadong, deputy secretary of the Pingnan County Party Committee in Guangxi, joked in front of the camera. He helped growers sell nearly ten thousand pounds of jujube in two hours. In addition, he interacted with netizens in a grounded way: "Am I the Deputy Secretary of the County Party Committee? Just ask 'Du Niang'!" "How can I be close to the people? I was originally a farmer's son!"
Professor Dai Yanjun of the Central Party School (National School of Administration) told reporters from the China News Agency that many county-level officials in various places have transformed into "Li Jiaqi" to participate in live broadcasts, demonstrating the initiative of the grassroots in the new media channels and adapting to the new conditions. This phenomenon has positive significance in advancing the inherent requirements of economic and social development. In order to deal with the adverse impact of the epidemic, officials have asked localities to use the Internet to expand sales channels and solve the problem of selling agricultural products. Officials launched a farm help epidemic on the e-commerce live broadcast platform to expand product sales, which is logical.
"It is particularly important to note that the product quality must be excellent. Netizens purchase products based on the trust of officials. Once a quality problem occurs, it will not only affect the credibility of the government, but also have a great negative impact on product sales." Central Party School (National Professor Zhu Lijia said.
Zhu Lijia believes that through the phenomenon of county live broadcast, people should pay more attention to the Internet thinking behind it. These include, but are not limited to, precise research on buyer needs, “eat through” product characteristics, using Internet language to draw distance from netizens, and using government resources to conduct full-chain quality control of production and sales. "Only by doing so, can officials carry live broadcasts and carry goods for a long time and establish a good reputation."
From a broader perspective, the participation of grass-roots officials in live streaming and improving the Internet's thinking will also have a deeper impact on the officialdom. Dai Yanjun said that with the rapid development of new technologies such as big data and artificial intelligence, officials' timely grasp of new technologies and new formats and their use will help improve leadership and governance.
"Internet thinking can not only promote higher-level economic activities, but also improve social governance. For example, some county heads not only bring their own goods, but also bring farmers into the mirror together, allowing them to access new models and build new channels. This is the positive interaction between economic governance and social governance. "Zhu Lijia said.
It is worth noting that with the popularity of the county chief's live broadcast, inappropriate practices have occurred in very few places. For example, the purpose of individual officials entering the live broadcast room is only to “encourage”, and they do not really understand the product and needs with their hearts; even some individuals patted their heads and decided to speak for a company during the live broadcast.
Dai Yanjun believes that these practices indicate that some officials still do not understand the laws of the Internet, and localities should prevent such phenomena in a timely manner.
Zhu Lijia pointed out that officials should fully understand the actual situation of the county and city where they are located, and then judge whether it is suitable for live broadcast based on their own conditions and "suit to local conditions." If the purpose is to show the limelight, it will easily cause some formalism problems. In addition, the distinction between live "endorsements" and advertising to businesses must also be clarified. "Behind the e-commerce live broadcast is a complete industry chain, and everyone who needs to participate in it must take a professional attitude and take care of it." (End)