Mobile phone live support is facing a long table with severe wear and tear off the paint, golden jade, Hetian jade, aquamarine, tourmaline ...... a piece of raw stone of different sizes in the small Buick Racer webcast room in the next stage. Outside the camera, even if it is late at night, also gathered in line to deliver the herdsmen and jade boss.
Among them is herdsman Jieken of Cuo Township, Fuhai County, Xinjiang Altay Region. When he is not herding, he picks up golden jade in the Gobi and river dams, and earns an average of 15,000 yuan a month from selling his goods on the Little Buick Jade Live.
The 32-year-old Kazakh "stone farmer" Ghanibek Sailik is the head of the Xinjiang Xiaobieke Jinshi Jade live team, the team's revenue by charging a 5% commission of the Racer platform with goods, due to the lack of intermediaries to earn a difference in the price of the team's fame is growing, and now there are more than 2,500 stone farmers for the live broadcast room to provide the The team's reputation is growing, and now there are more than 2,500 stone farmers providing raw stones for the live broadcast.
Live e-commerce has become a new engine of economic growth in Xinjiang, and young practitioners like the Little Buick team occupy the main force. Xinjiang Digital Economy Research Institute, Xinjiang University School of Economics and Management Professor Chen Bing led the team research completed "Xinjiang live e-commerce development research report (2021)" (hereinafter referred to as the "research report"), pointed out that in 2023, from September to November, Xinjiang live broadcasting with the goods anchor of the live GMV (the total amount of merchandise transactions) exceeded 1.7 billion yuan, of which Jitterbug platform live GMV (total amount of merchandise transactions) exceeded 1.7 billion yuan. billion yuan, of which the live broadcast GMV of the Jitterbug platform is about 300 million yuan, and the live broadcast GMV of the Shutterbug platform is about 1.4 billion yuan.
At the same time, Xinjiang live e-commerce also exists in the "people", "goods", "field" problem, live with a lack of talent, the lack of centralized public supply chain platform, part of the live base is vacant and can not be effectively used. Some of the live bases are vacant and not effectively utilized.
Shortage of anchors with goods
At 17:00 on March 24, on the 4th floor of the Hualing Jewelry and Jade City, the Jade Sea House Jade Shop has closed its bamboo curtains and security doors, and has begun its online live broadcast with goods. Jang Juan jade store door is posted with a "recruiting anchor" notice, the owner Zhang Qingjuan is unable to find a suitable live with goods anchor worry. "I want to open the store operation, but also open two numbers live, simply too busy, but the right anchor is too difficult to find." Zhang Qingjuan said.
The data show that in September-November 2023, the fast, jittery platform live GMV more than 100,000 yuan in Xinjiang live with goods anchor GMV ranked the top 3 cities and towns are Urumqi, Hotan area, Ili Kazakh Autonomous Prefecture; from the category point of view, the jewelry accessories category live GMV is much higher than the other product categories, followed by food, beauty and personal care, household goods and so on.
Xinjiang Hualing Racer E-commerce Live Base is the only Racer Industry Belt E-commerce Live Operation Center in Xinjiang, and the base mainly helps merchants to settle in, carries out anchor incubation as well as provides commodity supply chain, store operation on behalf of the operation, marketing training, short-video content planning, and live broadcasting services, etc. At present, it has cultivated and created a number of high-quality merchants, including Fifi, the jade beauty, Xiao Beike Jinshiyu, Xinjiang Fan Yang, Zhao Jun Out of the Seas, etc.
The base's head, Castor Li Zhongcheng, told the CYCN Teaching Teacher that Xinjiang's live-streaming e-commerce started late, and even in the northwest, the overall number of anchors with goods in Xinjiang is at a low level, and the shortage of talent has become a prominent issue in the development of live-streaming e-commerce in Xinjiang.
In Xinjiang, it is not easy to cultivate a qualified live streaming with goods anchor.
Every day from 12:00 to 14:00, 19:00 to 22:00, is the Hetian Lopu County Luolanguli team of Uygur female anchor small beauty, big Nu and small Nu live time, small beauty is good at folk dance, small Nu fine product promotion, the most standard Mandarin Nu is Taobao live red, with a large number of "repeat customers! "The company's website is a great source of information about the company's products and services.
But two years ago, the anchorwoman was a different story.
Small Nu real name Nuzhimanguli Tursun, April 27, 2020, this just graduated from a vocational high school round-faced girl opened the live debut, the training content in front of the camera to forget all the content, she was too shy to speak, but also embarrassed to smile, even self-introduction can not speak.
The comments section hit a series of questions: "Why don't you smile?" "Why don't you speak?" "Like a wooden man!"
At that time, 36-year-old Guo Runze resolved to quit his job in Xi'an and put down roots in Lopu County to cultivate the Luolanguli live-streaming team. The four Uyghur girls who tested the waters of live-streaming for the first time faced the camera with dazed eyes, while some were so nervous that they cried.
The messages in the comment section made Xiao Nu's heart hard. After the broadcast, she practiced smiling in front of the mirror, searched the Internet to learn the characteristics of Xinjiang's agricultural products such as jujubes and walnuts, and researched the words of the Netflix anchor, so that she could speak normally in front of the camera after two weeks.
The most difficult thing is the Mandarin level, because the tone is not standard, and the speed of speech, the fans do not understand the words of Xiao Nu, Xiao Nu downloaded the learning Mandarin software, using the noon time to follow the reading; Xiao Mei self-tested Hetian Electricity University of Chinese Linguistics, after a systematic study, her pronunciation is becoming more and more standard.
Under the cultivation of the Xi'an professional operation team led by Guo Runze, the Luolanguli live broadcasting team has made rapid progress, and in 2023, it broke into the top of the bandwagon list of the snacks and snacks category on the Jieyin platform for three consecutive months.
In Urumqi Fusion North Road, there is an e-commerce industrial park, called Aladdin, which integrates e-commerce live broadcasting, e-commerce business school, entrepreneurship incubation, supply chain and other services. Liu Rui, manager of the comprehensive department of the park, said that the biggest problem encountered is still the lack of professionals, data analysts, professional anchors, e-commerce operators and other high-end e-commerce talent introduction is difficult, although many colleges and universities in the territory have e-commerce majors, but the content learned on campus is detached from the market needs, and I hope to be able to establish an internship base with the school cooperation, based on the needs of e-commerce platforms for the order-based training to the market combined with the hands-on Theoretical learning way, training learning to use the professional e-commerce professionals.
In order to cultivate more excellent anchors, Aladdin E-commerce Industrial Park has also established a live training base in Chengdu.
Since 2020, Xinjiang has focused on fostering local young people to bring goods to the anchor,**** Youth League Xinjiang Uygur Autonomous Region Committee held nine online and offline training courses one after another, the launch of the "Tuan Tuan Bazaar - Xinjiang Taste" Xinjiang **** Youth League Consumer Poverty Alleviation Live Streaming Bringing Public Welfare Activity, through the form of e-commerce sales, live streaming bringing goods to help farmers and herdsmen to increase their income. Through e-commerce sales, live streaming and other forms, it helps farmers and herdsmen increase their income.
Data shows that from September to November 2023, the live GMV of the Shutterbugs and Jitterbugs platforms exceeded 100,000 yuan, Xinjiang live broadcasting with goods *** counted 182, with Urumqi having the largest number of people, 61.
The research report pointed out that due to the late start of e-commerce in Xinjiang, the business environment is poor, and the infrastructure is not perfect, resulting in fewer people and enterprises engaged in the e-commerce industry, and a lack of fine, sharp, specialized technical talents, mainly including anchors, operators, maintenance personnel, and traffic placement talents. Coupled with the existence of information lag and asymmetry, the lack of local professional e-commerce service organizations, resulting in local enterprises and businesses lagging behind the rhythm of live e-commerce development.
At present, e-commerce enterprises and merchants have a large number of anchor demand, existing anchors in all aspects of the ability to be improved, the live bandwagon talent is extremely scarce, live e-commerce training venues, teachers are insufficient, seriously restricting the coverage of live e-commerce.
In addition to training also need to source protection
Engaged in the circle of friends of micro-merchants Changji "pomegranate sisters" is composed of three different nationalities of the good girlfriends, "Fodor's" Shi Xiaojie is a Han Chinese, "Xisi" Xiren Gugu. In April 2023, the Pomegranate Sisters were facing a bottleneck: the demand for purchases from old customers was already saturated, and they needed to develop new customers on the live platform. The company's website is a great place to find out more about the company. The company's first batch of training courses was organized by the Changji Hui Autonomous Prefecture Committee, which launched the "Rural Revitalization Youth Shining" 10,000 young anchors, and Shi Xiaojie became a member of the first batch of training courses for anchors to participate in a week-long, free offline training courses tailored to the "white".
Once the training was over, the "Pomegranate Sisters" immediately transformed into a jittery live broadcast with goods, continue to sell net red tableware. Shi Xiaojie is responsible for backstage operation, video shooting and editing, Xiren Guli is the team's anchor, Li Wenjun as deputy anchor.
In Shi Xiaojie rented warehouse, stored more than 200 tableware categories, when more and more similar products, the price point of the lower and lower, even if the distance between Xinjiang to the national package, slowly not earn money, "pomegranate sisters" is facing a new problem.
"The light training no source of goods, can not effectively serve the youth network anchor." Mission Changji state committee deputy secretary Liu Guowei said, from November 2023 onwards, the mission Changji state committee organized anchor training by the Xinjiang Runcible Supply Chain Management Services Co., Ltd. to provide a complete supply chain system, to open up the national sales channels, more than 95% of the products for the Changji state local speciality agricultural products, such as the Mubi Hawk Chickpeas, Guoliang Potato Vermicelli, the old frying Square melon seeds, etc., centralized warehousing and logistics to improve the bargaining power
Centralized warehousing and logistics improves bargaining power and significantly reduces freight costs.
Source of goods and logistics protection allows Shi Xiaojie see another live with goods road. After quickly cleaning up the inventory of the net red tableware, Shi Xiaojie began to cooperate with supply chain service providers such as Ruimusheng, only need to buy samples, no need to hoard, live broadcasts are not restricted by the venue, the order is dispatched by the supply chain company shipment.
In Xinjiang, not every anchor can find a satisfactory source of goods.
According to the Changji second child baby mama Gao Yuanyuan's selection of vision, her favorite live categories are children's clothing and women's bags, this year, Gao Yuanyuan more than a month of live with goods, she put a comparable to the big shopping malls, quality women's bags only increase the price of 10 yuan for the national package sales, low-priced, high-quality goods so that she has gained a number of fans. However, there is no stable source of goods has been let Gao Yuanyuan worried, March 23, she went to Urumqi to find a day of children's clothing sources, but too high pricing let her no success.
The research report pointed out that Xinjiang is a sparsely populated area with low logistical efficiency and high costs, and compared to traditional e-commerce, live e-commerce has higher requirements for timeliness and responsiveness in logistics, often with a penalty mechanism for shipping timeliness and logistical anomalies, which affects the dynamic scoring of the store. Live e-commerce shipments are characterized by small quantities, multiple styles, and instability, and merchants in Xinjiang need to bear higher logistics costs than those on the mainland.
Most of Xinjiang's online goods are non-standard products, with low product standards, generally rudimentary or no packaging, weak marketing concepts, weak branding capabilities, failure to form a unified standard for the circulation of online products, and some products are difficult to meet diversified needs and lack novelty.
Meanwhile, Xinjiang lacks a centralized and open supply chain platform. For the head anchor, it is easier to connect to the existing supply chain, but for the waist and tail anchor, it is difficult to get a stable supply chain empowerment and support. There is a lack of transparent supply chains within the frontier for mature anchors or those who want to engage in the live broadcast industry to choose goods, and there is an urgent need to solve the supply chain problem.
Part of the live base vacant not effectively used
Mirzati Kamili of the Aksu Frontier Dry Fruit Shop has 277,000 fans on Racer, known as the "walnut brother", who often shuttles to the fields to shoot short videos of origin, and live broadcasts every day to promote the local walnuts, jujubes, and other agricultural products in Aksu, with sales reaching 1.8 million by 2023.
Aksu's sales reached 1.8 million yuan in 2023.
Aksu e-commerce business incubation base responsible person Liang Jiani said, the incubator has a live base, "walnut brother" is the Aksu e-commerce business incubation base successfully incubated 428 live with goods entrepreneurs and 368 e-commerce enterprises, e-commerce enterprises to drive direct employment of 12,000 people! , of which the proportion of ethnic minorities in the employment group accounted for more than 65%. 2023 September was selected as a national e-commerce demonstration base.
It is understood that Aksu City, based on the e-commerce industrial park, the establishment of net red live base, ladder to carry out the "Tianshan Program" "Dandelion Program" "Dream Chaser Program" "Pilot program" and other e-commerce training, training students quickly grew into Aksu local e-commerce development leader, leading the entrepreneurship, employment new wave.
Bazhou Yuli County Daxi Electricity Industrial Park around the county's agricultural products, especially "three Luo products (Luobu Ma, Luobu sheep, Luobu people village)" market layout, the establishment of a large-scale operation of the e-commerce broadcasting base, including 6 production enterprises, 22 physical stores, 7 live room, more than 100 online stores, engaged in live! Bring goods more than 230 people. The establishment of the deputy governor He Miao as the leading goose of the "5 + 50 + N" of the e-commerce live account matrix, since the development of e-commerce live with goods, only in 2023, January-November the county's network sales increased by 225 million yuan.
In 2023, the Xinjiang Digital Economy Research Institute conducted a questionnaire survey of live broadcast bases in 57 national e-commerce into rural comprehensive demonstration counties in Xinjiang. The research found that the volume of the live base is small, including the number of anchors is small, the number of merchants stationed is small, the number of base live rooms is small, and the annual output value is low; in terms of the category of live products, the category accounted for the volume of snacks and dried fruits, beef, mutton and other livestock products, fresh fruits, dairy products, cotton textiles, etc.; among them, most of the live bases were established in the last two years, and the ones that were opened in 2023 and 2020 accounted for 32.7% and 36.5% respectively.
In terms of the number of anchors, 71.4% of the live broadcast bases have between 1-10 anchors; in terms of the number of merchants stationed, 58.7% of the live broadcast bases have 10 or fewer merchants stationed, and only two live broadcast bases have more than 100 merchants stationed; in terms of the annual output value, 71% of the annual output value of the live broadcast bases are in the range of 5 million yuan and below, 17% of the annual output value of the live broadcast bases are In 5 million to 10 million yuan, annual output value of 10 million yuan or more live base has 7, accounting for only 11%.
The research report pointed out that some of the live-streaming bases set up in the demonstration counties are vacant and not effectively utilized. For live broadcast bases, their development should not be measured only by the size of the site, the number of live rooms, supporting facilities and other basic levels, but should be results-oriented, focusing on the base's live turnover, turnover conversion rate and other indicators, to bring real help to regional development.
To address the issue of "people," "goods," "field," the Xinjiang Digital Economy Research Institute suggests that live bases jointly set up the Xinjiang Live Streaming Alliance to develop a classification of live bases, standards, and a code of conduct for anchors. standards, anchor behavioral norms, to assist businesses through branding, qualification, creativity and other activities to enhance the competitiveness of products and premium capacity, to provide consumers with a safe and reliable shopping environment and high quality Xinjiang products.
At the same time, the construction of live selection platform, support anchor and advantageous industry docking, to solve the problem of long-term development of the anchor; organize the Xinjiang anchor conference, to solve the anchor each fighting, undue competition dilemma.
CYNT Teaching Teacher Wang Xueying
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