A survey on the current status of youth live broadcast e-commerce in Xinjiang?

Luolanguli team. Photo provided by the interviewee

The mobile phone live streaming stand is facing a long table that has been severely worn and peeled off. There are pieces of raw stones of different sizes like gold silk jade, Hetian jade, aquamarine, tourmaline... The Buick Kuaishou online live broadcast room appeared one after another. Outside the camera, even late at night, there are herdsmen and jade owners lining up to deliver goods.

Among them is Jieken, a herdsman from Kuo Township, Fuhai County, Altay Prefecture, Xinjiang. When he is not grazing, he picks up gold and jade in the Gobi and river dams. His average monthly income from selling goods in the Xiaobuike Jade Live Room reaches 15,000 yuan.

Ganibek Selik, a 32-year-old Kazakh “stone farmer”, is the leader of the Xinjiang Xiaobuike Golden Silk Jade live broadcast team. The team’s revenue depends on charging a 5% commission from the Kuaishou platform. Since there are no middlemen to earn the price difference, the team's reputation is growing, and now there are more than 2,500 stone farmers providing rough stones for the live broadcast room.

Live streaming e-commerce has become a new engine for Xinjiang’s economic growth, with young practitioners like the Buick team occupying the main force. The "Research Report on the Development of Live Streaming E-commerce in Xinjiang (2021)" (hereinafter referred to as the "Research Report") completed by a team led by Chen Bing, a professor at the Xinjiang Digital Economy Research Institute and the School of Economics and Management of Xinjiang University, pointed out that from September to November 2023, Xinjiang's live broadcast e-commerce development The live broadcast GMV (total merchandise transaction volume) of cargo anchors exceeded 1.7 billion yuan, of which Douyin platform live broadcast GMV was about 300 million yuan, and Kuaishou platform live broadcast GMV was about 1.4 billion yuan.

At the same time, Xinjiang’s live broadcast e-commerce also faces the problems of “people”, “goods” and “field”. There is a lack of talent for live broadcast delivery, a lack of centralized and open supply chain platforms, and some live broadcast bases are vacant and unavailable. Use effectively.

Shortage of anchors carrying goods

At 17:00 on March 24, on the 4th floor of Hualing Jewelry and Jade City, the Jade Sea Jade Store had closed its bamboo curtains and security doors. Online live broadcast to deliver goods. There is a "Recruiting Anchor" notice posted at the door of Zhangjuan Jade Shop, and the owner Zhang Qingjuan is worried about not being able to find a suitable live broadcast anchor. "I want to open a store and run two accounts for live broadcasting. I'm really busy, but it's hard to find a suitable anchor," Zhang Qingjuan said.

Data show that from September to November 2023, the top three prefectures and cities in Xinjiang’s GMV rankings for Xinjiang live broadcast anchors with live broadcast GMV of more than 100,000 yuan on Kuaishou and Douyin platforms are Urumqi City and Hotan Prefecture. , Ili Kazakh Autonomous Prefecture; from a category perspective, the live broadcast GMV of the jewelry accessories category is much higher than other product categories, followed by food, beauty and personal care, household products, etc.

Xinjiang Hualing Kuaishou E-commerce Live Broadcast Base is the only e-commerce live broadcast operation center in the Kuaishou industrial belt in Xinjiang. The base mainly helps merchants settle in, conduct anchor incubation, and provide product supply chain, store operation, marketing training, short-format Video content planning, live broadcast services, etc., have currently cultivated and created many high-quality merchants, including Jade Beauty Feifei, Little Buick Jinsi Jade, Xinjiang Fan Yang, Zhao Jun Chusai, etc.

Li Zhongxu, the person in charge of the base, told China Youth Daily and China Youth Network academic teachers that live broadcast e-commerce in Xinjiang started late. Even in the northwest region, the overall number of anchors carrying goods in Xinjiang is at a low level, and the talent Shortage has become a prominent problem in the development of Xinjiang’s live streaming e-commerce.

In Xinjiang, it is not easy to cultivate a qualified live broadcast anchor.

Every day from 12:00 to 14:00 and 19:00 to 22:00 are the live broadcast times of the Uyghur female anchors Xiaomei, Danu and Xiaonu of the Luolanguli team in Luopu County, Hotan Prefecture. Xiaomei is good at Xiao Nu is good at folk dance, product promotion, and Da Nu, who speaks the most standard Mandarin, is a celebrity in the Taobao live broadcast room and has a large number of "repeat customer" fans.

But two years ago, female anchors were completely different.

Xiao Nu’s real name is Nuremanguli Tursun. On April 27, 2020, this round-faced girl who had just graduated from a vocational high school made her live broadcast debut. All the training content was forgotten in front of the camera. Guang, she was too shy to speak, too embarrassed to smile, and couldn't even introduce herself.

A series of questions were asked in the comment area: "Why don't you smile?" "Why don't you talk?" "Like a wooden man!"

At that time, 36-year-old Guo Runze made up his mind They quit their jobs in Xi'an and took down roots in Luopu County to cultivate the Luolanguli live broadcast team. The four Uyghur girls who tried live broadcasting for the first time faced the camera. Some of them stared blankly, and some were so nervous that they cried.

The messages in the comment area made Xiao Nu feel very sad. After the broadcast, she practiced smiling in front of the mirror, searched online to learn the characteristics of Xinjiang's red dates, walnuts and other agricultural products, and studied the words of Internet celebrity anchors. After two weeks, she could speak normally in front of the camera.

The most difficult thing is Mandarin. Because the intonation is not standard and the speaking speed is fast, fans cannot understand Xiaonu’s words. Xiaonu downloaded the Mandarin learning software and used the lunch time to read along; Xiaomei took the self-study test. After studying Chinese linguistics at Hotan TV University, her pronunciation became more and more standard through systematic study.

Under the cultivation of Xi'an's professional operations team led by Guo Runze, Luolanguli's live broadcast team has made rapid progress. In 2023, it broke into the top list of snacks and snacks on the Douyin platform for three consecutive months.

On Fusion North Road in Urumqi, there is an e-commerce industrial park called Aladdin that integrates e-commerce live streaming, e-commerce academy, business incubation, supply chain and other services.

Liu Rui, general manager of the park, said that the biggest problem currently encountered is the lack of professionals. It is difficult to introduce high-end e-commerce talents such as data analysts, professional anchors, and e-commerce operators. Although many colleges and universities in Xinjiang have e-commerce Professional, but the content learned in school does not meet the needs of the market. I hope to establish a cooperative relationship with the school as an internship base, conduct order-based training according to the needs of the e-commerce platform, and train professional e-commerce majors who can apply what they have learned by combining market practice with theoretical learning. personnel.

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

Since 2020, Xinjiang has focused on cultivating local youth anchors. The *** Youth League Xinjiang Uygur Autonomous Region Committee has successively held 9 online and offline training courses and launched the "Tuantuan Bazaar·Xinjiang Taste" Xinjiang ***Youth League's consumption poverty alleviation live broadcast charity event helps farmers and herdsmen increase their income through e-commerce sales, live broadcast and other forms of goods delivery.

Data show that from September to November 2023, there were 182 live broadcast anchors in Xinjiang with live broadcast GMV of more than 100,000 yuan on Kuaishou and Douyin platforms, and Urumqi had the largest number of anchors, with 61.

The survey 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 companies engaged in the e-commerce industry, and there is a lack of sophisticated, top-notch, and specialized technical talents. It mainly includes anchors, operations personnel, maintenance personnel, traffic delivery talents, etc. Coupled with the lag and asymmetry of information, the lack of professional e-commerce service agencies in the local area has caused local companies and merchants to lag behind the pace of live broadcast e-commerce development.

At present, e-commerce companies and merchants have a large demand for anchors. The existing anchors’ abilities in all aspects need to be improved. There is an extreme shortage of talents for live broadcast delivery. There are also insufficient live broadcast e-commerce training venues and teachers, which seriously restricts The coverage of live broadcast e-commerce.

In addition to training, we also need to ensure the supply of goods

Changji’s “Pomegranate Sisters” who are engaged in micro-business in the circle of friends are composed of best friends from three different ethnic groups. “Fuduoduo” Shi Xiaojie is Han nationality , "Xixi" Xirenguli is a Uyghur, and "Little Apple" Li Wenjun is a Hui. In April 2023, "Pomegranate Sisters" are facing a bottleneck: the purchasing demands of old customers have been saturated, and they need to expand new customers on the live broadcast platform. Coincidentally, the Tuanchangji Hui Autonomous Prefecture Committee organized the launch of the "Rural Revitalization and Youth Shining" training program for 10,000 young anchors. Shi Xiaojie became the first batch of anchor training class members to participate in a one-week free offline training course tailored for "newbies" .

As soon as the training was over, the "Pomegranate Flower Sisters" immediately transformed into Douyin live broadcast to sell goods, and continued to sell Internet celebrity tableware. Shi Xiaojie is responsible for backstage operations, video shooting and editing, Xirenguli is the anchor of the team, and Li Wenjun serves as the deputy anchor.

In the warehouse rented by Shi Xiaojie, there are more than 200 tableware categories stored. As there are more and more similar products and the prices are getting lower and lower, free shipping is required nationwide even if the transportation distance is far from Xinjiang. Slowly No longer making money, the "Pomegranate Sisters" are facing new difficulties.

“Training alone has no supply and cannot effectively serve young online anchors.” Liu Guowei, deputy secretary of the Tuanchang Ji Prefecture Committee, said that starting from November 2023, the anchor training organized by the Tuanchang Ji Prefecture Committee will be organized by Xinjiang Runwu Sheng Supply Chain Management Service Co., Ltd. provides a complete supply chain system and opens up nationwide sales channels. More than 95% of its products are local famous and high-quality agricultural products in Changji Prefecture, such as Mulei Yingge chickpeas, Guoliang potato vermicelli, and Lao Chaofang melon seeds. etc., centralized warehousing and logistics improves bargaining power and significantly reduces freight costs.

The supply and logistics guarantee allowed Shi Xiaojie to see another way to bring goods via live broadcast. After quickly clearing the inventory of Internet celebrity tableware, Shi Xiaojie began to cooperate with supply chain service providers such as Runwusheng. She only needed to purchase samples without stocking up. The live broadcast was not restricted by the venue, and the orders were distributed and shipped by the supply chain company.

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

According to Changji’s mother of two children, Gao Yuanyuan, her favorite live streaming categories are children’s clothing and women’s bags. Since this year, Gao Yuanyuan has been live streaming for more than a month, and she has put together a cute High-quality women's bags that are comparable to those in big shopping malls are sold nationwide with free shipping for only an additional 10 yuan. The low-price and high-quality products have gained her a number of fans. However, the lack of a stable supply of goods has always worried Gao Yuanyuan. On March 23, she went to Urumqi to look for children's clothing supplies for a day, but the exorbitant pricing made her return without success.

The survey report pointed out that Xinjiang is vast and sparsely populated, with low logistics efficiency and high costs. Compared with traditional e-commerce, live streaming e-commerce has higher requirements for the timeliness and response speed of logistics, and often requires There is a penalty mechanism for delivery timeliness and logistics abnormalities, which will affect the store's dynamic score. The characteristics of live broadcast e-commerce shipments are small batches, multiple styles, and instability. Merchants in Xinjiang need to bear higher logistics costs than those in the mainland.

Most online goods in Xinjiang are non-standard products with low product standards. Generally, the packaging is simple or no packaging. The marketing concept is weak and the branding ability is not strong. It has failed to form a unified standard for the circulation of online goods products. , some products are difficult to meet diversified needs and lack novelty.

At the same time, Xinjiang lacks a centralized and open supply chain platform. For head anchors, it is relatively easy to connect to the existing supply chain, but for waist and tail anchors, it is difficult to obtain 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 products, and the supply chain problem needs to be solved urgently.

Some live broadcast bases are vacant and cannot be used effectively

Mirzati Kamili of Aksu Frontier Dried Fruit Store has 277,000 fans on Kuaishou and is known as "Walnut Brother". He often travels Short videos of origins are shot in the fields, and Aksu’s local walnuts, jujubes and other agricultural products are promoted live every day. Sales in 2023 will reach 1.8 million yuan.

Liang Jiani, the person in charge of the Aksu E-commerce Entrepreneurship Incubation Base, said that there is a live broadcast base in the incubation park. "Walnut Brother" is one of the 428 live-streaming entrepreneurs successfully incubated by the Aksu E-commerce Entrepreneurship Incubation Base. It is one of 368 e-commerce companies. E-commerce companies have directly employed 12,000 people, of which ethnic minorities account for more than 65% of the employed groups. In September 2023, it was selected as a national e-commerce demonstration base.

It is understood that Aksu City has established an Internet celebrity live broadcast base based on the e-commerce industrial park, and has successively carried out e-commerce training such as the "Tianshan Plan", "Dandelion Plan", "Dream Chase Plan" and "Navigator Plan" , the trainees quickly grew into leaders in the development of local e-commerce in Aksu, leading a new wave of entrepreneurship and employment.

Daxi E-commerce Industrial Park in Yuli County, Bazhou has established a large-scale e-commerce live broadcast focusing on the market layout of county agricultural products, especially "Sanluo products (Apocynum, Apocyamus, and Apocynum villages)" The base includes 6 manufacturing companies, 22 physical stores, 7 live streaming rooms, more than 100 online stores, and more than 230 people engaged in live streaming. Establish a "5+5N" e-commerce live broadcast account matrix with Deputy County Magistrate He Miao as the leader. Since the launch of e-commerce live broadcast to bring goods, the county's online sales have increased from January to November 2023 alone. 225 million yuan.

In 2023, the Xinjiang Digital Economy Research Institute conducted a questionnaire survey on the live broadcast bases of 57 national comprehensive demonstration counties for e-commerce in rural areas in Xinjiang. The survey found that the live broadcast base is relatively small, including a small number of anchors, a small number of merchants, a small number of live broadcast rooms in the base, and a low annual output value. In terms of live broadcast product categories, the categories are snacks, dried fruits, beef, etc. Mutton and other livestock products, fresh fruits, dairy products, cotton fabrics, etc.; among them, most live broadcast bases were established in the past two years, and those 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 and 10 anchors; in terms of merchants, 58.7% of the live broadcast bases have 10 or less merchants, and only two There are more than 100 merchants in each live broadcast base; in terms of annual output value, 71% of the live broadcast bases have an annual output value of 5 million yuan and below, 17% of the live broadcast bases have an annual output value of 5 million to 10 million yuan, and an annual output value of 10 million yuan There are 7 live broadcast bases with more than 1 yuan, accounting for only 11%.

The research report pointed out that some live broadcast bases established in model counties are vacant and have not been effectively used. For live broadcast bases, the development of live broadcast bases should not only be measured based on basic aspects such as venue size, number of live broadcast rooms, and supporting facilities, but should be result-oriented, paying attention to the base's live broadcast turnover, transaction conversion rate and other indicators, and serve as a basis for the region. Development brings real help.

In response to the problems of "people", "goods" and "fields", the Xinjiang Digital Economy Research Institute suggested that the live broadcast bases jointly establish the Xinjiang Live Broadcast Alliance to formulate live broadcast base classification standards and anchor behavioral norms to assist businesses through brand, Qualifications, creativity and other activities enhance product competitiveness and premium capabilities, providing consumers with a safe and trustworthy shopping environment and high-quality Xinjiang products.

At the same time, a live broadcast selection platform will be built to support the connection between anchors and advantageous industries to solve the problem of long-term development of anchors; a Xinjiang anchor conference will be held to solve the dilemma of anchors working on their own and improper competition.

China Youth Daily·China Youth Network Academic Affairs Teacher Wang Xueying

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