Hosts invited from the city: mature skills, good at operation, but unable to retain locally cultivated talents: understand the product, but do not understand the algorithm, do not attract traffic
[Focus: How to crack the "thirst" of rural talents? ②] Township e-commerce talents rely on introduction or local selection?
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As one of the top ten towns in Jilin Province and a provincial-level e-commerce town, Luxiang Town, Shuangyang District, Changchun City enables the deer products of the township to be sold all over the country through e-commerce.
However, with the increasingly fierce market competition and the disappearance of traffic dividends, Luxiang Town needs more high-end e-commerce talents to lead the development of the industry.
In the process, they experienced the problems that the introduced anchors were poached with high salaries and could not be retained, and the local talents were troubled by the high cost of training.
How to solve the talent dilemma of township e-commerce?
Locals believe that related industries should be developed and further support from policies should be sought.
On April 7, affected by the epidemic, Luxiang Town, Shuangyang District, Changchun City, Jilin Province pressed the "pause button", but the store owners are still busy, and they are taking advantage of this gap time to learn and recharge, in order to further improve e-commerce Business skills.
Zhang Shilong, general manager of Jilin Mingcheng Deer Industry Co., Ltd., told reporters that young people who have returned to their hometowns to start businesses have made new models such as live streaming and e-commerce sales the new normal for transactions here, and small towns have entered the era of national live broadcasting.
However, due to limited support, inadequate living facilities, and a single industrial chain, problems such as difficulty in cultivating, introducing, and retaining talents have also become bottlenecks restricting the development of township e-commerce.
It is difficult to introduce anchors, and high salaries can't keep them
Zhang Shilong, 34, returned to his hometown in 2018 to set up a company engaged in the acquisition, rough processing and sale of deer products.
At that time, e-commerce in the town was just starting, mainly in the form of online stores.
Zhang Shilong, who had difficulty in waiting for customers in the store, started advertising on the WeChat public account through a friend's introduction, and the monthly sales of the store jumped to more than 1 million yuan, which was 30 to 40 times that of the traditional method.
Later, short video platforms such as Douyin and Kuaishou emerged, and Zhang Shilong began to switch to live broadcast channels.
Most of them are young people, and they pursue the comfort and liveliness of urban life. The difficulty of attracting talents has become a problem faced by all shops in the town.
"When I started live broadcasting, I hired an anchor from Changchun with a basic salary of 9,000 yuan per month and a 10% performance commission. The basic salary alone was 3,000 yuan higher than in the city. I didn't expect her to come to the store and broadcast for two days. It's done." Zhang Shilong felt a lot of emotion when he recalled the failures in recruiting e-commerce talents several times. He told reporters that although the reason for the anchor's resignation was very euphemistic, in fact, he felt that the conditions in the town were not good enough, and he wanted to order takeout at night. , drinking a cup of milk tea, watching a movie is not enough.
With the continuous maturity of live broadcast delivery, many farmers and migrant workers in Luxiang Township have joined the live broadcast army. Although they may not be as professionally trained and mature as those anchors, the advantage is that they have a good understanding of local products.
In Zhang Shilong's store, seven or eight local anchors are often invited to bring goods together.
"What we really need are comprehensive operational talents who understand platform mechanisms, algorithms, traffic drainage, and program design. Now, we are all doing it ourselves, including how to make accounts and how to shoot jokes. Learning, what I know now is that I have gone the wrong way and figured it out." Zhang Shilong said.
It is estimated that more than 80% of the total sales of Luxiang Township are created by e-commerce, and the branding and influence of deer products are also inseparable from e-commerce. If shop owners want to achieve further development, they must find a way to break through the current situation. Talent dilemma.
Limited resources make it difficult to cultivate local talents
"E-commerce talents still have to be cultivated locally, and those who have been dug from outside have spent a lot of money and can't be retained." Zhang Shilong said.
This is a dilemma faced by many towns and villages across the country to develop the e-commerce industry, but in fact, due to limited resources and other reasons, it is not easy to cultivate local talents by yourself.
In recent years, in order to cultivate local e-commerce talents, Luxiang Town has held more than 40 e-commerce training sessions, covering about 5,000 people.
These trainings have enabled the e-commerce of Luxiang Township to achieve breakthroughs from scratch, from quantity to quality.
However, with the increasingly fierce market competition and the disappearance of traffic dividends, Luxiang Town needs more high-end e-commerce talents to lead the development of the industry.
"If you want to cultivate and support an e-commerce team that can serve a wide range of enterprises, first of all, you can't bring together those returning home entrepreneurs with good basic conditions and strong learning ability. In addition to spending a lot of energy on running the company, there are also entrepreneurs among enterprises. Conflict of interest. Secondly, it is also difficult for us to find more professional learning platforms and training teachers. There are very few colleges and universities that specialize in e-commerce, and many successful experiences are obtained by southern companies in their actual operations.” Luxiang Town E-commerce Service Cui Xinyu, head of the center, said.
Previously, Cui Xinyu thought about taking her team to study and study in Jiangsu and Zhejiang with rich experience in e-commerce. She compared several service platforms that could receive study teams. In addition to the cost of accommodation and transportation, the tuition fee for 12 days was 10,000 yuan. Diverse.
"There are 18 villages in the town. Even if only one person goes to each village, it will cost more than 200,000 yuan. Not to mention the high cost, we don't know the situation, and we are not sure what we can learn." She said.
It is difficult to cultivate high-end talents in township e-commerce, and it is also difficult to cultivate ordinary e-commerce talents in some rural areas where the development of characteristic industries is relatively weak.
At the beginning of this year, a rural revitalization group was specially set up in the first live broadcast competition held somewhere in Jilin Province.
After the competition, several of the 11 finalists decided to continue their work in live streaming.
However, if you want to continue to improve skills through training, the cost of transportation between rural and urban areas is also a problem.
The development of the industry is the premise, and the policy support is the guarantee
As one of the top ten towns in Jilin Province and a provincial-level e-commerce town, Luxiang Town has a very complete e-commerce infrastructure construction level, with a broadband access rate of 100%, and every village has an e-commerce service station.
"To develop e-commerce in rural areas, we must first develop characteristic industries in rural areas. The two complement each other. Only when the industry develops can talents stay, and when people stay, the economy can achieve further development." Responsible for the development of the sika deer industry Wang Meng, secretary of the Luxiang Town Commission for Discipline Inspection, who works with e-commerce, said.
Unlike many townships that use e-commerce to simply stay on online shopping, the reason why the development of e-commerce in Luxiang Township is one step ahead is mainly due to the strong local sika deer industry.
There are 6,300 professional deer raising households, 720 professional distribution business households, and e-commerce households in the town, of which about 300 households were founded by returning migrant workers and college students.
"Next, we will create diversified and characteristic industries based on the specific conditions of each village, solve the shortcomings of the single industrial chain, and vigorously develop the tourism and cultural industry around the deer industry, so as to truly attract tourists and bring electricity. Businessmen will stay, so living facilities and entertainment facilities will naturally develop, forming a virtuous circle." Wang Meng said.
According to reports, this year, Luxiang Town will focus on industrial development and lead by government departments to plan and implement a series of projects related to brand promotion and sales channel expansion.
For example, it has carried out in-depth cooperation with well-known e-commerce platforms, integrated merchants in the region, and further expanded the online sales channels of deer products; actively introduced sales companies and teams with rich operating experience to better lead the development of the local e-commerce industry.
At present, government departments are negotiating with interested companies to discuss the establishment of an e-commerce base in Luxiang Township.
"We are full of confidence in the future development of Luxiang Township. We hope that not only more and more locals will return to their hometowns to start businesses and jobs, but also more foreigners will come to Luxiang to invest and start businesses." Wang Meng said.
Reporter: Liu Shanshan