Investigation on the current situation of youth live broadcast e-commerce in Xinjiang?

Team Roland Coulee. Photo courtesy of respondents

The mobile phone live broadcast bracket is facing a long table with serious paint wear, and the original stone fragments of different sizes, such as Jinyu, Hetian jade, aquamarine and tourmaline, appear for the second time in the webcast room of Little Buick A Auto Fast. Outside the camera, even in the middle of the night, there are herders and jade bosses queuing for delivery.

Jieken, a herdsman in Kuo Township, Fuhai County, Altay Prefecture, Xinjiang, is one of them. In addition to grazing, he collected gold and jade in Gobi and Heba, and the average monthly income from selling goods in Little Buick Jade Live Room reached 6.5438+0.5 million yuan.

Gary Buick Selik, a 32-year-old Kazakh "Shinong", is the head of the live broadcast team of Xinjiang Xiaobuke Jinsiyu. The team's revenue depends on a 5% commission from Aauto's faster platform. Because there is no middleman to earn the difference, the reputation of the team is growing. Now, more than 2,500 stone farmers have provided the original stone for the live broadcast room.

Live e-commerce has become the new engine of Xinjiang's economic growth, and young practitioners like Little Buick team occupy the main force. The Research Report on the Development of Live E-commerce in Xinjiang (20021) led by Professor Chen Bing from Xinjiang Institute of Digital Economy and School of Economics and Management of Xinjiang University (hereinafter referred to as the "Research Report") points out that from September to June 2023, the live broadcast GMV (total merchandise transaction) of live broadcast anchors with goods in Xinjiang exceeded1700 million yuan.

At the same time, Xinjiang live e-commerce also has the problems of "people", "goods" and "field". Lack of live talent and centralized and open supply chain platform, some live broadcast bases are vacant and cannot be effectively used.

Shortage of cargo anchor

On March 24th 17: 00, on the 4th floor of Hualing Jewelry and Jade City, Yuhai Home Jade Store has closed its bamboo curtain and security door, and started live delivery online. At the entrance of Zhang Juan Jade Store, there is a notice of "anchor recruitment", and the boss Zhang Qingjuan is worried about not finding a suitable live anchor. "I want to open a shop and run two live broadcasts. I am simply too busy, but it is too difficult to find a suitable anchor. " Zhang Qingjuan said.

The data shows that from September to June, 2023, the live broadcast of GMV on Aauto Quicker and Tik Tok platforms exceeded 654.38+10,000 yuan, and the top three prefectures and cities of Xinjiang live broadcast anchor GMV were Urumqi, Hotan and Yili Kazakh Autonomous Prefecture. In terms of categories, the live GMV of jewelry and accessories is much higher than other product categories, followed by food, beauty care and household items.

Aauto Aauto Quicker e-commerce live broadcast base located in Hualing, Xinjiang is the only live broadcast operation center of Aauto Aauto Quicker Industrial Electrician in Xinjiang. The base mainly helps merchants to settle in, incubate anchors, provide commodity supply chain, store operation, marketing training, short video content planning, live broadcast service, etc. At present, many high-quality merchants have been trained and brought up, including Yu Meiren Feifei, Little Buick Jinsiyu, Xinjiang Fanyang, Zhao Jun and so on.

Li Zhongyu, the person in charge of the base, told the education teacher of Zhongqingbao and Wang Zhongqing that the live e-commerce in Xinjiang started late. Even in the northwest, the total number of anchors with goods in Xinjiang is at a low level, and the shortage of talents has become a prominent problem in the development of live e-commerce in Xinjiang.

It is not easy to train a qualified live anchor in Xinjiang.

Every day from 12 to 14 and 19 to 22, it is the live broadcast time of the Uyghur female anchors Xiaomei, Niu Da and Xiao Nu of Luolan Guli Team in Luopu County, Hotan area. Xiaomei is good at folk dance, Xiaonu is good at product promotion, and Niu Da, who speaks the most standard Mandarin, is a red man in Taobao live broadcast room, with a large number of "repeat customers" fans.

But the female anchor two years ago was different.

On April 27th, 2020, Xiaonu, whose real name is Nu German Guli Tulson, a round-faced girl who just graduated from vocational high school, started her live show. All the training content was forgotten in front of the camera. She is too shy to speak, laugh or even introduce herself.

The comment area raised a series of questions: "Why don't you laugh?" "Why don't you talk?" "Like a wooden head!"

At that time, 36-year-old Guo Runze made up his mind to quit his job in Xi 'an, took root in Luopu County, and trained the live broadcast team of Roland Coulee. Four Uighur girls who tried to broadcast live for the first time were stunned by the camera, and some were so nervous that they cried.

The message in the comment area made the little slave feel very uncomfortable. After the broadcast, she practiced smiling in front of the mirror, searched online to understand the characteristics of agricultural products such as Xinjiang red dates and walnuts, and learned the speech skills of online celebrities. It was two weeks before she could speak normally in front of the camera.

The most difficult thing is Mandarin. Because the tone is not standard and the speech speed is fast, the fans can't understand the little slave. Little slave downloaded the software for learning Mandarin and followed it at noon. Xiaomei took part in the self-taught examination of China linguistics in Hotan TV University. After systematic study, her pronunciation has become more and more standard.

Under the cultivation of an professional operation team led by Guo Runze, Roland Coulee's live broadcast team made rapid progress and broke into the top of the platform snack list for three consecutive months in 2023.

There is an e-commerce industrial park called Aladdin, which integrates e-commerce live broadcast, e-commerce school, business incubation, supply chain and other services. Rui Liu, general manager of the park, said that the biggest problem at present is the lack of professionals. High-end e-commerce talents such as data analysts, professional anchors and e-commerce operators are difficult to introduce. Although many colleges and universities in Xinjiang have e-commerce majors, what they learn at school is out of touch with the market demand. I hope to establish a cooperative relationship with the school as an internship base, carry out order-based training according to the needs of the e-commerce platform, and cultivate professional e-commerce talents by combining market practice with theoretical study.

In order to train more excellent anchors, Aladdin E-commerce Industrial Park has also established a live training base in Chengdu.

Since 2020, Xinjiang has focused on training local youth anchors with goods. * * The Xinjiang Uygur Autonomous Region Committee of the Communist Youth League has held nine online and offline training courses, and launched the "Bazaar Xinjiang Taste" Xinjiang * * Communist Youth League consumption poverty alleviation live broadcast public welfare activities, helping farmers and herdsmen to increase their income through e-commerce sales and live broadcast with goods.

According to the data, from September to June, 2023, there were 182 live broadcast anchors with GMV of more than 654.38+10,000 yuan on car fast-moving and Tik Tok platform, with the largest number in Urumqi, 6 1.

The research report pointed out that due to the late start of e-commerce in Xinjiang, poor business environment and imperfect infrastructure, there are fewer people and enterprises engaged in e-commerce industry, and there is a lack of highly sophisticated and specialized technical personnel, mainly including anchor, operation, maintenance personnel and traffic delivery personnel. Coupled with the lag and asymmetry of information, there is a lack of professional e-commerce service institutions in the local area, which leads to the local enterprises and businesses lagging behind the development of live e-commerce.

At present, e-commerce companies and businesses have a large number of anchor needs, and the existing anchor capabilities need to be improved in all directions. The shortage of live broadcast talents and the shortage of training venues and teachers for live broadcast e-commerce have seriously restricted the coverage of live broadcast e-commerce.

In addition to training, supply security is also needed.

Changji pomegranate sisters engaged in WeChat business circle of friends are composed of three good girlfriends of different nationalities. "Fuduoduo" Shi Xiaojie is the Han nationality, "Xixi" Xiren Guli is the Uygur nationality, and "Little Apple" Li Wenjun is the Hui nationality. In April 2023, the "pomegranate flower sisters" faced a bottleneck: the purchase demand of old customers was saturated and they needed to expand new customers on the live broadcast platform. It coincides with the training of 10,000 young anchors organized by the Hui Autonomous Prefecture Committee to "revitalize youth and shine in the countryside". Shi Xiaojie became a member of the first anchor training class and participated in a one-week offline free training course tailored for Xiaobai.

As soon as the training was over, the "Pomegranate Sisters" immediately switched to take-out in Tik Tok and continued to sell celebrity tableware online. Shi Xiaojie is in charge of backstage operation, video shooting and editing, while Westerner Guli is the team anchor and Li Wenjun is the vice broadcaster.

In the warehouse rented by Shi Xiaojie, there are more than 200 kinds of tableware. When there are more and more similar products and the prices are getting lower and lower, even if Xinjiang is far away, it will be mailed nationwide, and it will gradually stop making money. The "pomegranate sisters" are facing new problems.

"Light training has no source of goods and cannot effectively serve the youth network anchor." Liu Guowei, deputy secretary of Changji Youth League Committee, said that from June 5438+065438+ 10, 2023, the anchor training organized by Changji Youth League Committee was provided by Xinjiang Runwusheng Supply Chain Management Service Co., Ltd., which opened up the national sales channels. More than 95% of the products are famous local agricultural products in Changji, such as Rem Ying Ge chickpeas, Guo Liang potato vermicelli, and old fried melon seeds. Centralized warehousing and logistics have improved bargaining power.

Supply and logistics guarantee let Shi Xiaojie see another way of live broadcast with goods. After quickly cleaning up the tableware inventory of online celebrities, Shi Xiaojie began to cooperate with supply chain service providers such as Runwusheng, and only needed to buy samples instead of hoarding goods. The live broadcast is not limited by the venue, and the order is distributed by the supply chain company.

In Xinjiang, not every anchor can find a satisfactory source of goods.

According to Gao Yuanyuan, the treasure mother of Changji's second child, her favorite live broadcast categories are children's wear and handbags. Starting from this year, Gao Yuanyuan has conducted live delivery for more than one month. She only increased the price of a high-quality handbag comparable to a big shopping mall 10 yuan for national postal sales, and the low-priced and high-quality goods won her a number of fans. But the lack of stable supply has always worried Gao Yuanyuan. On March 23, she went to Urumqi to find a day's supply of children's clothes, but the high pricing failed her.

The research report pointed out that Xinjiang has a vast territory and a sparse population, and its logistics efficiency is low and its cost is high. Compared with traditional e-commerce, live e-commerce requires higher timeliness and response speed of logistics, and often has a punishment mechanism for delivery timeliness and abnormal logistics, which will affect the dynamic score of stores. Live e-commerce shipments are characterized by small batch, multiple styles and instability. Merchants in Xinjiang need to bear higher logistics costs than those in the Mainland.

Most online goods in Xinjiang are nonstandard, with low product standards, poor or no packaging, weak marketing concept and weak brand building ability, which fails to form a unified standard for online commodity circulation, and some products are difficult to meet diversified needs and lack new ideas.

Meanwhile, Xinjiang lacks a centralized and open supply chain platform. For the head anchor, it is easier to connect with the existing supply chain, while for the waist anchor, it is difficult to get stable supply chain empowerment and blessing. Xinjiang lacks a transparent supply chain for mature anchors or people who want to engage in the live broadcast industry to choose goods, and it is urgent to solve the supply chain problem.

Some live broadcast bases are vacant and cannot be effectively used.

Mi Erzha Ti Kamili of Aksu Territory Dried Fruit Store has 277,000 fans in A Auto Fast, and is called "Brother Walnut". He often shuttles through the fields to shoot short videos of the place of origin, and broadcasts local agricultural products such as walnuts and jujubes in Aksu every day. In 2023, his sales reached 6.5438+0.8 million yuan.

Liang, the person in charge of the e-commerce business incubator base in Aksu City, said that there is a live broadcast base in the incubator park, and "Walnut Brother" is one of 428 live broadcast entrepreneurs and 368 e-commerce enterprises successfully hatched in the e-commerce business incubator base in Aksu City. E-commerce enterprises led to direct employment of10.2 million people, of which ethnic minorities accounted for more than 65% of the employment groups. In September 2023, it was selected as a national e-commerce demonstration base.

It is understood that Aksu City has established a live broadcast base of online celebrities based on the e-commerce industrial park, and carried out e-commerce training such as Tianshan Plan, Dandelion Plan, Dream Pursuit Plan and Pilot Plan step by step, so that students can quickly grow into leaders of local e-commerce development in Aksu and lead a new wave of entrepreneurship and employment.

Darcy E-commerce Industrial Park in Yuli County, Bazhou has established a large-scale e-commerce live broadcast base around the market layout of county-level agricultural products, especially "three Luo products (Apocynum venetum, Apocynum venetum and Luoren Village)", including 6 production enterprises, 22 physical stores, 7 live broadcast rooms, more than 0/00 online stores, and more than 230 people engaged in live broadcast and distribution. Establish a "5+50+N" e-commerce live account matrix headed by He Miao, the deputy county magistrate. Since the e-commerce live broadcast was launched, the online sales of the county increased by 225 million yuan in 2023+0- 1 1.

In 2023, Xinjiang Digital Economy Research Institute conducted a questionnaire survey on the live broadcast bases of 57 national e-commerce demonstration counties in Xinjiang. It is found that the live broadcast base is small, with fewer anchors, fewer merchants, fewer live broadcast rooms and low annual output value. Among the categories of live broadcast goods, the categories are snacks, dried fruits, beef and mutton and other livestock products, fresh fruits, dairy products, cotton fabrics and so on. Among them, most of the live broadcast bases were established in the past two years, and the live broadcast bases opened in 2023 and 2020 accounted for 32.7% and 36.5% respectively.

In terms of the number of anchors, the live broadcast base with the number of anchors between 1- 10 accounts for 71.4%; Judging from the presence of merchants, 58.7% of the live broadcast base merchants are below 10, and only two live broadcast base merchants exceed100; In terms of annual output value, the annual output value of 7 1% live broadcast bases is below 5 million yuan, and that of 17% is between 5 million yuan and100000 yuan. There are 7 live broadcast bases with100000 yuan and above, accounting for only1.

The research report pointed out that some live broadcast bases set up in demonstration counties were vacant and not effectively used. For the live broadcast base, its development can not only be measured by the basic level such as the size of the site, the number of live broadcast rooms and supporting facilities, but should be result-oriented, paying attention to the indicators such as the live broadcast turnover and transaction conversion rate of the base, which will bring tangible help to regional development.

In view of the problems of "people", "goods" and "market", Xinjiang Digital Economy Research Institute suggested that all live broadcast bases should jointly set up a live broadcast alliance in Xinjiang, formulate grading standards for live broadcast bases and code of conduct for anchors, help businesses to enhance product competitiveness and premium ability through activities such as brand, qualification and creativity, and provide consumers with a safe and credible shopping environment and high-quality Xinjiang products.

At the same time, build a live broadcast selection platform to support the docking of anchors with advantageous industries and solve the long-term development problem of anchors; Xinjiang anchor conference will be held to solve the dilemma of anchor fragmentation and unfair competition.

Wang Xueying, Zhong Wang Qing Education Teacher of Zhongqing Daily.

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