Leading cadres walk into 618 e-commerce live broadcast room
Bring goods also need to bring people to bring industry
In the early hours of June 19, Jingdong released data showing that the cumulative order value of Jingdong 618 Global Mid-year Shopping Festival reached 269.2 billion yuan, setting a new record, from 0:00 on June 1, 2020 to 24:00 on June 18.
After more than ten years of development, "618" has become a national super shopping festival with multiple shopping platforms participating and the "Double 11" side by side. Compared with previous years, live streaming has become a most significant feature. Many local leading cadres appeared in the live broadcast rooms of major e-commerce platforms.
The epidemic urges leading cadres to bring goods live
"This Leiyingguo rice is grown on our selenium-enriched land unique to Fengcheng. It is not only full-grained and soft, but also has antioxidant, immune-enhancing and other effects. It has higher nutritional value than ordinary rice. "On the afternoon of June 18, in the live broadcast channel of JD.com, Li Xiaochu, secretary of the Fengcheng Party Committee of Jiangxi Province, sat at a table filled with various special agricultural products and promoted a local feature together with Yang Shan, secretary of the Fengcheng Youth League Party Committee. Rice.
As the specific organizer of this live broadcast event in Fengcheng, on the morning of the 18th, Yang Shan rushed to the live broadcast base in Nanchang City to check the venue layout, rehearsal live broadcast link, check network signals, check live broadcast samples... After repeated confirmation of various links, she assuredly appeared in Fengcheng as the "618 Live Carrying Officer" and appeared in the live broadcast starting at 4 pm.
"We prepared a total of 100 special agricultural products this time, and opened six live broadcast rooms on JD. In addition to introducing each agricultural product, we also focused on selecting local ceramics, paints and other industrial products for recommendation." According to Yang According to Shan, affected by the epidemic this year, the sales of a large number of local agricultural products in Fengcheng were blocked and the product backlog. Seeing that various places have achieved good results in live broadcasts, Fengcheng has also followed up to try.
In the two-hour live broadcast on the 618 day, from rice noodles and grains to office supplies, from cement cables to sofa kitchen and toilet, under the vigorous promotion of the official "sales group" led by Li Xiaochu, the six live broadcast rooms attracted more than 6 million views , The cumulative sales reached more than 70 million yuan.
The "leading cadres + live broadcast" model has attracted the attention of netizens and has become a bright spot in various live broadcasts with goods. In the special project launched by JD 618 live broadcast this year-the base industry belt and the Jingyuan agricultural assistance project, more than 300 mayors and county magistrates walked into the live broadcast room to recommend local specialty products to consumers and promote local tourism culture; at the same time, JD.com The live broadcast is also centered on 32 cooperative live broadcast bases, covering more than 120 characteristic industrial belts in 29 provinces (autonomous regions and municipalities) across the country, and even industrial building materials such as steel pipes and cement also appear in the live broadcast room.
Seeing the great potential of live streaming to increase product sales, many governments have cooperated with Internet companies and e-commerce companies, taking leading cadres' e-commerce live streaming as an important way to boost the post-epidemic economy and promote the sale of agricultural products in the region Initiatives.
"The hometown of koi carp looks at koi carp and takes everyone to see our koi carp. The value of each fish in this pond is above one hundred yuan." A few months ago, Wang Hongtao, deputy head of Ping County, Nanyang Town, Henan Province completed I shot myself in the first video of Kuaishou. Soon, he became a fast player V certified anchor.
Zhenping is buried deep in the northwestern side of the Nanyang Basin and lies in the north of the Niushan Mountain. The South-to-North Water Diversion Project passes through the city, and 200 kilometers south is the Danjiangkou Reservoir at the junction of Henan and Hubei. Benefiting from its unique geographical location, Zhenping has a natural advantage in developing the koi industry, but how to enhance the influence of Zhenping koi and build the county brand has always been a problem that Wang Hongtao has been thinking about.
As the live broadcast platform represented by Kuaishou became popular at the grassroots level in rural areas, Wang Hongtao, a member of the Henan Provincial E-Commerce Advisory Committee, was keenly aware of the potential of live broadcast in promoting local products. "Taking advantage of weekends, gaps in meetings, etc., I will go to the field to broadcast live and take netizens to see our products on the spot."
Led by Wang Hongtao, the e-commerce live broadcast stirred up a pool of spring water for the development of koi in the county. Centered on Xiangzhai Village, Houji Township, Zhenping County, which does not need to forward'Koi', the whole village is covered with koi carps. There are fish ponds, households keeping koi carp, and live broadcasting for all people. The pattern of ornamental fish farming has been formed, driving 45 administrative villages in 8 towns, with aquaculture surface of 15,000 mu, and annual sales of 800 million yuan.
In addition to helping Zhenping County broaden the market for koi carp, the fast-launched "Baicheng County Mayor Live Broadcasting and Aid to Agriculture" campaign has provided strong support for the supply and stability of fresh agricultural products under the impact of the epidemic. At present, the event has entered more than 30 cities across the country, involving Hainan, Guangxi, Hebei, Henan, Shandong and other places. It has held nearly 160 online live broadcast agricultural activities, with cumulative sales exceeding 200 million yuan.
Bring local brands to the hot local economy
During the epidemic prevention and control period, live broadcast e-commerce has released huge consumption potential and helped to resume production and resume work. It has become an important engine of traditional consumer formats and economic transformation, and is also a market hotspot that is generally concerned by society. Industry experts predict that the number of online live broadcast users in China will reach 524 million in 2020, and the size of transactions will approach 600 billion, and will continue to grow. With the further popularization and application of 5G technology, the live broadcast e-commerce industry has unlimited prospects.
"Bringing local brands, hot local economy", in response to the role played by leading cadres in live broadcast delivery, Professor Zhang Zhi'an, Dean of the School of Communication and Design of Sun Yat-sen University and Dean of Guangzhou Live Broadcast E-commerce Research Institute, believes that leading cadres directly participate in live broadcast delivery. More is to boost the confidence of the local economy to release, embodies the high priority attached to promoting economic recovery, and expresses the strong willingness of government public policies to support economic development. The local leaders are political parties, which are more credible and add value to the trust of local brands in the minds of consumers.
The proverbial words of Lianzhu Lianzhu, a wide variety of agricultural products, and rising sales... On the display platform provided by the live camera, in order to try to drive the local brands and the local economy, many leading cadres made a lot of preparations before they appeared.
"For this 618 live broadcast, we started preparing more than a month ago." Yang Shan introduced that after determining the live broadcast product, they divided different "carrying" products according to each person's in charge of the field, according to the product in advance Features prepare targeted promotional content. In order to ensure product quality, the market supervision department takes the lead in sampling inspection of each product, and arranges it on the platform after passing. At the same time, assist manufacturers to sign a delivery service with local logistics companies to ensure that orders are delivered to users in a timely manner.
Yang Shan said that compared with the live broadcast on April 19th, this time the effect was significantly better. In addition to being more prepared, an obvious change is that local cadres in Fengcheng act as anchors. "My own cadres know more about products and communicate with each other more smoothly."
Li Jun, party secretary of Xiuyun Village, Cangxi County, Sichuan Province, has 137,000 followers on Douyin, and 242 works released were praised with 1.291 million. In the video content he released, most of them appeared in the villagers of Xiuyun Village.
Through brand operation and publicity, Xiuyun Village is not only the name of a village, but also a brand that has entered the supermarket.
"The Internet allows good products to sell at a good price." Li Jun said that live broadcasts can effectively alleviate the adverse impact of the epidemic on the sales and circulation of agricultural products, but everything must be based on the quality of the product, and only strict control of the product Only quality can guarantee the continued popularity of live broadcasts.
In the live broadcast e-commerce activities carried out on Sina Weibo, the city and county government launched two plans for the city good things festival and the county live broadcast. During the Urban Goods Festival in Liuzhou, Guangxi, the vice mayor of Liuzhou City and the deputy mayor of Shiyan City, Hubei, interacted with Lianmai in a micro-blog live broadcast, and promoted and sold each other high-quality famous and famous products and agricultural products, which deepened the whole country. The people's impression of Liuzhou City and Liuzhou products has also promoted high-quality agricultural special products of the two places to the whole country. In the live broadcast activities of the county, through the combination of several public officials in the county and the frontline of the country, experts in related fields were organized to conduct in-depth field visits to the origin, so that the majority of netizens could experience the unique ecology and locality of each origin through the explanation of public officials and expert perspectives. The advantages of the brand's agricultural development, the production process of agricultural products and the value of products have enabled county specialties to be sold well through live broadcast.
According to Weibo staff, behind the live broadcast activities, local leading cadres, post-relief cadres, and the first secretary in the village have done a lot of meticulous and in-depth work, put a lot of effort into the activities, and the activities are public welfare.
The effect of bringing goods needs to be converted into new kinetic energy for sustainable development
According to Wei Yanan, a scholar of agriculture and rural areas, and an expert in the field of rural e-commerce, live streaming is in the air. Both the central and local governments are intensifying consumer poverty alleviation to help fight poverty. The live broadcast of county magistrates organized by major platforms alone has hundreds On the field, many people joined the ranks of "epidemic" to help agriculture, which further promoted the rapid heating of agricultural products. The topic of leading cadres bringing goods on Weibo alone has hundreds of millions of traffic.
The reporter was concerned that as more and more leading cadres broadcast live, some noteworthy new situations have also appeared in individual places. For example, some people have published articles specifically for apportionment, not only looking for people to be the audience, but also stipulated the "minimum consumption amount"; some of them, regardless of whether the transaction is cost-effective, are only for the good looks of the leaders, and they are engaged in promotion at a price lower than the cost; Some engage in second signings, false orders, refunds, etc. These problems with formalism tended to discount the quality of live broadcasts of leading cadres and brought goods, and also affected the credibility of the government to a certain extent.
Zhang Zhian believes that the live broadcast of leading cadres' goods is essentially a public dissemination of public welfare rather than commercial product promotion. For live streaming, you should have the correct mentality, the most important thing is the brand introduction, cultural interpretation, and release confidence in economic recovery. You don’t have to be confined to the sales data, conversion rate and other data, and don’t care too much about the humor and the amount of shaking in the live broadcast. Otherwise, it is easy to cause the live broadcast to bring goods out of shape.
On June 19, Anhui Province issued the "Notice on Further Promoting Online Public Welfare Live Broadcasting Activities", which clarified the issues that leading cadres should pay attention to when carrying out online public welfare live broadcasting activities. For example, it is not allowed to participate in any non-public interest activities, not to receive any form of remuneration, and no behavior that damages the relationship between the pro-Qing government and business. We must resolutely put an end to formalism and bureaucracy, strictly review every aspect of the gatekeeping activities, prevent the occurrence of fraudulent problems such as flow injection, sales fraud, and organizational allocation, prevent problems that only focus on form and disregard actual results, and ensure that good things are done well. real.
As the first new media of the central ministries and commissions to carry out live streaming and delivery of goods, the State-owned Assets Supervision and Administration Commission of the State Council has organized a number of live streaming activities for poverty alleviation cadres in cooperation with video platforms. According to Yan Yong, deputy director of the SASAC News Center, the live broadcast of poverty alleviation cadres and leading cadres is not as simple as the mobile phone transformation "Li Jiaqi", but also requires a lot of background work such as resource docking, brand building, quality control, channel expansion, etc. . "Live broadcast is not only a sales channel, but also a cultural display stand and poverty alleviation story meeting. Through the expansion of sales channels and the empowerment of agricultural specialty products brands, poverty-stricken areas can receive continuous resource support, and the effect of live streaming can be converted into poverty-stricken areas. New kinetic energy for development."
"The biggest value of leading cadres' participation in live broadcasts is not to bring the goods themselves, but to understand and learn about the reconstruction of the industrial chain." Zhang Zhian said that if leading cadres work hard to find out and investigate, they can contribute to the development of the local economy and promote the resumption of production, And have a deeper understanding of the crux of the industry development behind the live broadcast e-commerce, so as to understand why different industries must seek differentiated development strategies in the Internet era.
Regarding the current problems faced by agricultural products live broadcasting, Wei Yanan believes that in addition to the low standardization of agricultural products, the backward supply level of agricultural products, and the uneven quality of products, there is also a very important problem that the talent bottleneck is relatively prominent. The leaders of Chang County and other leading cadres are still relatively few peasants themselves. In the future, it is necessary to increase social e-commerce, live broadcast, short video and other network display and sales of agricultural products training, to train more farmers, and let the native growers speak for themselves.
"Whether it is a'high-profile' occasional live broadcast, or a'low-profile' usually doing work, the most important thing for leading cadres is pragmatism." Zhang Zhian said, can we work hard to form a new industry and establish and improve the back-end industrial chain; Whether to train rural delivery people, open sales channels, and let rural products form a sales industry; whether they can stabilize the income of the masses and inject vitality into the local economy for a long time—these are the standards that truly test the effectiveness of leading cadres' live broadcast delivery. (Reporter Nie Xinxin Chen Hao)