A Mobile Phone Keeps the Village Busy Expert: Taobao Industry Belt Anchor Can Endorse Good Goods and Beautiful Scenery in Hometown

Recently, the website reform website of the National Development and Reform Commission published an article by Zhang Chenggang, director of the China New Employment Form Research Center, titled "Taobao Live Streaming Industry Belt Creating New Space for Young People's" Light Entrepreneurship ". It stated that using professional e-commerce platforms such as Taobao to live stream and start businesses not only sells products from their hometown, but also endorses the environment and beauty of their hometown

Recently, the website reform website of the National Development and Reform Commission published an article by Zhang Chenggang, director of the China New Employment Form Research Center, titled "Taobao Live Streaming Industry Belt Creating New Space for Young People's" Light Entrepreneurship ". It stated that using professional e-commerce platforms such as Taobao to live stream and start businesses not only sells products from their hometown, but also endorses the environment and beauty of their hometown.

In recent years, broadcasting has become a controversial and desirable profession for many people, due to its explosive impact on traffic, trading, markets, and personal wealth, which has overturned our understanding of traditional market laws.

Putting aside disputes and solely looking at commercial and social values, the explosive impact of live streaming on rural revitalization, industrial commodity circulation, and employment cannot be ignored.

A mobile phone keeps the whole village busy

Rong Mei is a rural anchor from Lijiang, Yunnan. Her live streaming content is about selling mountain products, with the highest transaction value exceeding 200000 yuan. In addition to three young people, including operators and field controllers, supporting the Rongmei live streaming room, there are also over 200 busy villagers in the village.

The village branch secretary of Shizhi Village and Ru Jun said that within six months, Rong Mei helped the village sell nearly 2 million yuan of mountain goods. Rong Mei's phone made the whole village busy and there was work to do.

Among the top ten contestants in this year's Taobao live streaming "China New Anchor" competition, one of them rushed to help a farmer. A year ago, Maiwulanjiang Tayier from Turpan, Xinjiang was still an ordinary fruit farmer troubled by the problem of unsold fruit. At the end of October 2022, all over 30 tons of raisins in his family were unsold. Buying Wulanjiang, Ta'er thought of his frequent purchase of clothes and shoes on Taobao. He found a college student in the village to help him register a Taobao store and sell his own raisins live.

On the tenth day of the broadcast, there was an explosive growth of fans in the live broadcast room, and soon hundreds of thousands of people watched. In less than two months, he sold out all of his family's over thirty tons of raisins and began helping his neighbors in the village. By May this year, his live streaming room had sold over 300 tons of fruits and dried fruits for his hometown.

As early as 2018, live streaming has become a tool for Taobao to shoulder social responsibility, promoting the participation of top anchors in agricultural assistance activities. At the "2018 Poverty Alleviation Public Welfare Live Broadcast Ceremony", 102 agricultural products from 50 impoverished counties appeared on Taobao's live streaming, with sales exceeding ten million yuan.

However, it is necessary to establish a rural "self operated" live streaming model to normalize the operation of agricultural assistance. So in 2019, Taobao Live launched the "Village Broadcasting Plan". Rural anchors use live streaming rooms to showcase the production, picking, and processing of agricultural products to attract consumers, and convert the flow of live streaming into agricultural product sales.

So far, Taobao has cultivated over 110000 farmer anchors through live streaming, driving sales of over 130 million agricultural products and an upward trend of over 15 billion yuan in agricultural products.

Hong Yong, Deputy Researcher of the International Trade and Economic Cooperation Research Institute of the Ministry of Commerce, recently published a paper citing a set of data from Taobao Live to demonstrate the explosive power of live streaming in rural revitalization. "The number of nourishing live streaming rooms such as Yunnan mountain products increased by 12 times in July compared to June, transaction volume increased by 900 times, and browsing volume increased by 1400 times

He stated in the article that through the real-time interactive feature of live streaming e-commerce, characteristic agricultural products and handicrafts in rural areas can directly connect with the national and even international markets, broaden sales channels, increase the added value of agricultural products, and drive farmers to increase income and become rich.

Taobao live streaming connects a wider range of regions and products

The experience of Taobao's live streaming to assist farmers has also begun to be promoted in the industrial belt.

In the vast industrial belt, some small and medium-sized businesses hope to use live streaming to improve sales efficiency, but their product influence cannot compete with frontline brands in the top live streaming room, and they do not have the technology and experience of live streaming.

At the beginning of this year, Taobao Live launched multiple characteristic industry belt support plans in multiple regions across the country, covering 22 industry belts. At the same time, Taobao Live is launching a "digital gateway" plan, investing tens of billions of traffic and tens of millions of cash, with a focus on supporting industry driven merchants. In response to the current situation of small and medium-sized businesses in the industrial belt, Taobao Live has launched a live streaming small store product. Entrepreneurs only need to have a Taobao account to quickly open a store, no longer subject to complex registration processes. In the business process, small and medium-sized enterprise live streaming does not require complex discount overlay calculations, and can also change prices and inventory in real-time, which is conducive to rapid transaction; In terms of service support, in every region, from new anchors to every stage of growth, Taobao Live is accompanied by service providers throughout the entire industry chain.

Cai Wenjiang from Shenzhen Shuibei has been engaged in offline wholesale of seawater pearls for 24 years. In early 2020, Cai Wenjiang's business faced unprecedented challenges, with 80% of customers disappearing. On the eve of the 2021 Double 11, Cai Wenjiang officially started broadcasting on Taobao, with a single GMV exceeding 100000 that month. During the entire year of broadcasting last year's Double 11, the single GMV exceeded 1.6 million.

Hong Yong cited another case in the article, where Master Luo's handmade women's shoes are the source factory of Chengdu's women's shoe industry belt. Master Luo learned about consumer needs in the Taobao live broadcast room, flexibly adjusted production arrangements, and helped viewers recommend shoes and choose colors. Many customers come to see Master Luo to customize styles. The performance of store 618 has increased by more than 10 times compared to last year.

Zhang Chenggang stated that the Taobao live streaming e-commerce+industry belt model allows consumers to have a more authentic and comprehensive understanding of products. In the live broadcast room, consumers can see information about the origin, production process, quality testing, and other aspects of the product, thereby enhancing their trust and identification with the product. Industry belt anchors can closely integrate with local industries, providing strong support for local business expansion, and at the same time covering the whole country and even wider regions with local product sales.

E-commerce live streaming business can meet the career development requirements of young people

The deeply explored business opportunities mean more entrepreneurial and employment opportunities. Especially for some industrial belts located in underdeveloped counties, this new e-commerce model provides a more convenient development platform for young people willing to return home for employment and entrepreneurship. "Zhang Chenggang mentioned in the article.

Xu Mianrou is a partner of a company born in 1995. During her university years, she participated in an entrepreneurship association at the school and began using Taobao live streaming to try entrepreneurship. After graduation, several members of the association directly transformed into "regular soldiers" and founded the company. Now, the daily transaction volume of the company's live streaming rooms exceeds 200000 yuan, helping 200 villages sell agricultural products.

Zhang Chenggang stated that in the past, entrepreneurship required a large amount of capital investment and a high level of technology. Now, with the empowerment of platforms and service providers, an ordinary young person returning to their hometown to start a business and find employment can focus on exploring the unique products of their hometown and "light entrepreneurship".

It is reported that in the past year, a considerable portion of the newly added anchors on Taobao Live have come from major industrial belts and clusters; Ten industries such as Huzhou and Haining have opened over 60000 new Taobao live streaming accounts in less than a year. Currently, among Taobao anchors, the proportion of people born in 1985 has exceeded 80%, and Taobao live streaming has driven 2 million jobs.

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