Strong economic cities have announced live broadcast economic plans, and many places want to build "e-commerce live broadcast capital"
Surging news reporter Wang Wei
At the turn of spring and summer of 2020, the impact of the epidemic on the economy has not yet fully recovered, and the live broadcast economy has suddenly become popular, and more and more leading cadres, well-known entrepreneurs, big and small stars, etc. have entered it.
"The county mayor is here" and "the mayor is here". For a time, from the town mayor and the director to the county and mayor, and even the provincial and ministerial leaders at the provincial committee standing committee level, they all brought live goods for agricultural products or special products. .
The cities that appeared in the live broadcast are no longer confined to poor counties, as in the past, and began to appear in coastal economically developed cities like Shanghai and Shenzhen.
The impact of these first-tier cities and new first-tier cities joining the live broadcast market is huge. In Taobao live broadcast, Shanghai has become the "Brand Live City"; Hangzhou has the largest number of anchors in the country and the number of court openings in the country; Guangzhou has ranked first in the number of broadcasts and purchasing power.
Under the new economic model, Guangzhou, Hangzhou and other places have clearly proposed to create an "e-commerce live broadcast capital" to seize the new outlet of the business model.
Shanghai is already the "Brand Live City"
Affected by the epidemic situation and promoted by the new economic model, the influence of live broadcasts of goods continues to expand.
According to the Ministry of Commerce's surging government affairs account "Business Micro News" reported on May 15, in order to resolve the impact of the epidemic, and firmly implement the strategy of expanding domestic demand, the second "Double Product Online Shopping Festival" launched from April 28 to May 10 The number of participating e-commerce enterprises reached 115, and the number of online stores exceeded one million, with a total sales of 182.51 billion yuan, an increase of 1.37 times compared with the first event. Among them, various merchants and e-commerce platforms are accelerating the creation of new consumption scenarios such as live broadcasting, and staff at all levels of government and the embassies of the Silk Road e-commerce cooperative countries in China are actively participating. Some of them participated in the e-commerce platform of joint automobile production enterprises, and sold more than 4,000 new cars on live broadcast, with sales exceeding 600 million yuan; some of them joined the mainstream media to launch live broadcasts with goods, and the 3-hour sales exceeded 500 million yuan.
In the live broadcast of the economic boom, the driving force of economically strong cities, especially first-tier cities, has become prominent.
According to data released by Taobao, among the first-tier cities in China, Taobao Live in Shanghai ranks first in the country in terms of both the number of users watching and the scale of participation of various brands, and it has quickly become the flagship "Brand Live City".
This is inseparable from Shanghai's own efforts.
At the end of March, Shanghai formulated the "Shanghai Action Plan for Promoting the Development of an Online New Economy (2020-2022)", and proposed to gather "100+" innovative enterprises, launch "100+" application scenarios, and create "100+" brand products , Breaking through the "100+" key technology, making Shanghai into an internationally influential and domestic leading "new online economy" development highland.
Public data also shows that in the first quarter of 2020, the volume of online shopping for commodities in Shanghai increased by 19.1% against the trend. Among them, Bilibili's revenue is expected to grow by 118%; Himalayas grow by 32%; Hema Xiansheng ushered in double online and offline growth in more than 200 member stores across the country, and online traffic is nearly 3 times the same period last year; Since the 15th of March, the daily average number of logistics packages in transit has stabilized at more than 50 million, an increase of 60% over the same period last year.
The relevant person in charge of Alibaba said in an interview with Interface News that the Taobao broadcast room "produced by Shanghai" not only represents the quality and benchmark of the industry, but also combines the cutting-edge and atmosphere of Shanghai culture: both IKEA, Starbucks, Nike and other international The brand regards Shanghai as an innovation testing ground for new experiences; there are also established brands such as Xinghualou, Laomiao Gold, Hengyuanxiang, etc. who have repeatedly innovated here and become the most playable local brands; there are also more fashion week, cloud shopping Xintiandi, cloud See a series of new formats that break through the imagination of the industry, such as art exhibitions.
In particular, in order to promote the economic recovery, Shanghai announced that it will hold the "May 5th Shopping Festival" in May, and will conduct a global live broadcast of nearly 4 hours on May 4. On May 13, the Shanghai government news conference said that the pre-sales of the companies and platforms participating in this live broadcast reached 8.9 billion yuan and the audience reached 200 million people. Secretary and head of some districts in Shanghai turned into anchors with goods, live-streamed shopping, exploring shops, selling non-legacy delicacies, special agricultural products, etc .; 55 radio hosts lively brought goods, telling the story of Shanghai ’s well-known brand.
Yiwu was commended, Guangzhou, Hangzhou announced live broadcast economic target
Yiwu, the "capital of small commodities", was praised by the State Council because of its remarkable achievements in promoting the modernization of agricultural products circulation and the active development of rural e-commerce and production and marketing. This means that Yiwu will receive priority support and special financial support in this year's comprehensive demonstration of e-commerce into the countryside.
Yiwu is the world's largest offline commodity market. Under the epidemic, a large number of Yiwu small commodities traders who used to focus on foreign trade have focused their attention on how to open domestic sales channels, and live broadcasts are increasingly popular.
North Xiazhu, a gathering place of well-known "network wholesalers" 7 kilometers away from the center of Yiwu city, was once hailed as "the first village of micro-business" by the industry, and now the goal is to create the "first village of online celebrity live broadcasting".
At the end of March 2020, Taobao Live released the "2020 Taobao Live New Economic Report", announcing the top ten Taobao live broadcast cities.
As the birthplace of e-commerce and the birthplace of the new live broadcast economy, Hangzhou won the first place: the number of anchors in the country, the number of court starts in the country, and the first batch of "silent" anchors in the country.
On April 28th, relevant leaders of the Special Commissioner's Office in Hangzhou, Zhejiang Provincial Department of Commerce and Hangzhou City announced the launch of the construction of China (Hangzhou) live broadcast e-commerce industrial base and released a development plan for the next three years: through three years of hard work, gathering A group of e-commerce platform companies, internet celebrity incubation companies, internet celebrity brokerage companies, supply chain companies and internet celebrity talents, supported 10 head broadcasters with demonstration and leading roles, and cultivated 50 influential internet celebrity brokerage companies , Incubating 500 online celebrity brands, training 5,000 people with goods, and realizing a total turnover of 100 billion yuan, and building the future Science and Technology City into a famous national live broadcast e-commerce demonstration base.
According to the above-mentioned "Taobao Live Broadcasting New Economic Report 2020", since February this year, Guangzhou Taobao live broadcast merchants have quadrupled, and the number of broadcasts has surpassed Hangzhou, ranking first in the country; at the same time, Guangzhou ranks first in the country in terms of number of broadcasters and purchasing power. .
On March 24, the official website of the Guangzhou Municipal Bureau of Commerce showed that the Guangzhou Municipal Bureau of Commerce issued the “Guangzhou Live Broadcasting E-commerce Development Action Plan (2020-2022)”.
The plan proposes to build Guangzhou into the nation's famous live broadcast e-commerce capital. By 2022, build a batch of live broadcast e-commerce industry clusters, support 10 leading live broadcast institutions with demonstration roles, and cultivate 100 influential influencers. MCN institutions, incubating 1,000 Internet celebrity brands (enterprise brand names, origin brands, product brands, new products, etc.), and training 10,000 people who bring goods (carrying network celebrities, "net celebrity bosses", etc.).
It is not only Shanghai-Guangzhou that is staring at the "live broadcast e-commerce capital".
In Jiangsu Province alone, Lianyungang has basically formed a distribution pattern of e-commerce industry with crystal, fresh cut flowers, seafood and other regional characteristics; in Suqian, the popular green plant and flower industry has achieved industrial upgrading by live broadcast.
According to the Yangtze River Daily, in the "100 Stars · 10 Billion Powering Wuhan" live broadcast charity event launched on May 10, Wang Zhonglin, member of the Hubei Provincial Party Committee and Secretary of the Wuhan Municipal Party Committee, invited all walks of life to support the Wuhan platform, live broadcast and bring goods, and proposed the Wuhan plan Build a national live broadcast industrial base, the country's new economy, new format and new model source.
New issues in live broadcasting: lack of talents, lack of standards, lack of brands
At the same time that the live broadcast market is advancing, some problems are beginning to emerge, and the first is the growing talent gap.
On March 18, Zhilian Recruitment released the "2020 Spring Live Industry Talent Report", showing that after the Spring Festival, the demand for live-streaming industry rose by 132% year-on-year, and the average monthly salary of Taobao live-related occupations reached 9845 yuan. Even in order to recruit talents as soon as possible, 70% of the live broadcast jobs do not have academic qualifications and experience requirements.
However, after carefully studying the recruitment requirements, most of them require that the talents related to live broadcast have special talents, strong expression skills, and strong interaction skills. These requirements have nothing to do with work experience and academic qualifications, but the comprehensive skill requirements are relatively high. All of this requires job seekers to improve their ability and quality in order to gain survival space in the industry.
Entrusted by the Ministry of Human Resources and Social Security, the China Employment Training Technical Guidance Center released the “Announcement on Publicity of the Proposed New Occupation Information” on May 11, and proposed to add 10 new occupations. Under the "Internet Marketing Engineer" profession, a "Live Salesman" job has been added.
According to the news of the "Yiwu release" of the bureaucratic affair, on May 8th, 19 students who participated in the special vocational skills training of e-commerce live broadcast successfully passed the assessment in Yiwu, and were awarded "Yiwu City People's Bureau" Certificate of Professional Proficiency for E-commerce Live Broadcasting ". This is the first batch of "E-commerce Live Broadcasting Professional Proficiency Certificate" issued by Yiwu.
In this "Era of All People Bringing Goods", Yiwu is ahead of talent training.
Guangzhou also noticed this problem. The "Guangzhou Live E-commerce Development Action Plan (2020-2022)" proposes to set up a "live broadcast with goods" cloud class to guide the industry associations to conduct regular public welfare training; will organize live broadcast e-commerce practitioners and institutions Carry out the selection and certification of "integrity and normative operation" and establish a certification mechanism for live broadcast e-commerce "integrity and normative operation"; at the same time, relying on the industry business association, hold an annual live e-commerce development summit forum to expand the popularity and influence of Guangzhou live e-commerce.
Under the rapid development, there are still other problems to be solved urgently in the live broadcast economy.
Internet Communication Magazine issued an article in its surging media number on May 19 to ask: how can officials go further with live broadcasts? The article said that although the official live broadcast of goods has achieved obvious results, it still needs to be improved from the aspects of industry, market, operation and management to ensure its sustainability and vitality, and cultivate greater development potential. Among them, from an industrial point of view, we must move from the "destocking" "official + live + agricultural special products" model to the spread of local specialty brands, organically integrate and support each other with local cultural features, and form a larger development space. The article also stated that at present, netizens are relatively new to live broadcasts with officials as the mainstay, so the communication effect is not bad. However, from the perspective of normalization in the future, it is necessary to consider optimizing and improving the mode of live broadcasts with officials. Attract local network celebrities, industry "leaders" and expert representatives, and also include front-line grassroots cadres and netizens to bring their subjective initiative into full play, create a dynamic and creative operation team, and improve the spread and influence of live broadcasts .