Recently, the unemployment rate has become a topic of concern to the whole society. National Bureau of Statistics spokesperson Fu Linghui said that since the beginning of this year, employment pressure has increased due to factors that exceed expectations. In July, the unemployment rate among urban youth aged 16-24 was 19.9%, an increase of 0.6 percentage points from the previous month.
Relevant research shows that due to the impact of the epidemic, enterprises have difficulty in production and operation, and their ability to absorb employment has declined. In particular, the recovery of the tertiary industry, which has a high proportion of young people's employment, has been slow, which has restricted the employment of young people.
As a result, how to promote a better trend in the economy between economic growth and stable employment has become an important issue at the moment.
Looking at the overall situation, since the epidemic, the shrinking demand in industries such as tourism has been obvious, and other service industries have also been repeatedly restricted. If we take a closer look, live streaming e-commerce in the tertiary industry has actually become a vast world that supports employment in recent years.
Although the top players in the industry have gradually faded out since the end of last year, the live broadcast circle has also been colorful since this year. Oriental Screening has become popular in the industry, and Liu Genghong has led the people to do gymnastics. All of these prove that the live broadcast room is still one of the most dynamic e-commerce channels.
On March 31, 2020, the "Live Broadcast E-commerce Shopping Consumer Satisfaction Online Survey Report" released by China Consumers Association showed that product cost-effectiveness and liking are key factors in shopping decisions, accounting for 60.1% and 56.0% respectively. Price Discounts and limited time sales accounted for 53.9% and 43.8% respectively.
Looking at the types of products with high conversion rates in live streaming e-commerce, they are all fast-moving consumer products with high frequency of use and low production threshold, such as beauty, clothing, food, etc. Live streaming can fully demonstrate the "good quality" of these products, while also controlling the "low price" at the cost level. It relies on sales techniques such as limited editions, promotions, flash sales, and hot sales to stimulate user consumption behavior. These will help live broadcast e-commerce break down local barriers, accelerate the flow and allocation of resources across the country, and play a very positive role in stabilizing prices and people's livelihood.
In terms of employment, although some other industries have repeatedly been in crisis, live streaming e-commerce is still recruiting new people.
In June this year, New Oriental ’s live broadcast room Dongfang Selection relied on “Teacher Fang” Dong Yuhui to frequently break out of the circle. The growing popularity of the live broadcast room helped the GMV to rise steadily. Within one month, the GMV of the live broadcast room of Oriental Selection reached 552 million. , far exceeding the results of less than 5 million in the previous two months. Traffic is constantly pouring in, new hot searches and famous scenes are constantly being created. Dong Yuhui’s popularity has triggered a series of chain reactions.
Just in July, the new traffic master "Oriental Selection" also hired several new anchors.
The live broadcast e-commerce industry is of great significance to creating job opportunities.
In the "New Career Online Learning Platform Development Report" released by the Ministry of Human Resources and Social Security, Viya appeared in the report as an " Internet Marketer " and became a case of new career learning. From "e-commerce anchor" to "Internet marketer", after several years of rapid development, this industry has been widely recognized by society and recognized by the country, becoming another emerging profession in society.
As the "first sister" of e-commerce anchors, Wei Ya has been diligently "pioneering" since joining Taobao Live in 2016, creating many industry firsts. Wei Ya and her team started from the various demands put forward by consumers. From the earliest live broadcast selling clothes, they gradually expanded into multiple categories such as beauty, snacks, and lifestyle. By building trust with consumers, they continued to expand their fan base.
Many experts have also said earlier: "E-commerce live broadcast has positive significance in bringing supply and demand, promoting online and offline integration, and helping entrepreneurship and employment."
Qianxun Culture, an MCN organization that has always been at the forefront of the industry, is an example . Even after the incident of Wei Ya's retirement from the world last year, her strength remained undiminished and she showed no signs of fatigue. After rectification, she quickly returned to the top spot in the industry.
During the recent 618 e-commerce promotion, reports about Qianxun Culture frequently appeared in the newspapers. Some media visited Qianxun's Hangzhou headquarters and learned from many employees that after Wei Ya was fined 1.341 billion, Qianxun's development has been stable in the past six months, and no large-scale layoffs have occurred.An employee of Yuqianxun's Hangzhou company said, "After the (tax case) happened, the number of employees in the company has been stable at around 1,200, and many departments have hired interns and new people this year."
In terms of anchors, although Wei Ya retired, Its influence in the world is still considerable.
In February this year, a live broadcast team called "Bee Surprise Club" quickly became popular. Among the 6 anchors, 5 have been assistant anchors and models in Wei Ya’s live broadcast room. On the day Bee Surprise Club premiered in February, the number of live broadcasts quickly exceeded 1 million. The first live broadcast had a total of 1.11 million views. By the third live broadcast, the cumulative views had soared to 4.34 million, with a total of 8.54 million viewers. In the general view of the industry, such achievements largely rely on Wei Ya’s original fan base and appeal.
Coincidentally, in May this year, Qi'er, the assistant broadcaster in Wei Ya's anchor room, once became a hot search topic and attracted attention both inside and outside the industry. Its debut on Douyin only took 30 minutes, and it reached the top of the sales list. Data shows that on the night of Qi'er's premiere, the GMV of its live broadcast room reached 18.23 million yuan, once ranking top 1 on the sales list, with a total of 6.05 million views, and a live broadcast gaining more than 200,000 followers. Subsequently, it ranked 9th and 10th on the live broadcast monthly list in June and July respectively, with sales stable at around 170 million yuan.
Due to the high overlap between Qi'er's fan groups and Wei Ya's fan groups, even if the channel was changed from Taobao to Douyin, a large number of old users were still retained. Qi'er's live broadcast room also retains the snack festival, life festival and other activities of Wei Ya's live broadcast room. Not only that, many of the cooperative merchants in the live broadcast room have also been cooperated by Wei Ya in the past.
This is all due to the earlier layout of Qianxun Group. Since 2018, Qianxun has focused on cultivating contracted anchors, including star anchors represented by Lin Yilun and Li Jing, as well as industry KOLs and TOP anchors in various sales categories. These powerful anchor matrices, on the one hand, draw on the top industry experience of Viya, and on the other hand, use the various resources of the industry's strongest MCN organization to quickly rise to the forefront of different vertical categories.
In addition, because they have always attached great importance to the creation of the supply chain, these anchors of Qianxun Group have also entered a more virtuous cycle.
The ultimate competition among e-commerce companies is the supply chain. Dong Haifeng once revealed that from the beginning of 2013 to 2016, when he and Wei Ya were struggling in Guangzhou, they had established contact and communication with local factories, and "the supply chain system was relatively complete." After 2017, information communication with the platform became more important, and the supply chain began to develop from clothing to all categories. It can be seen that Qianxun attaches great importance to the supply chain, and has also established Qianpin Supply Chain Management Co., Ltd. to help Qianxun Culture’s anchors strictly control the quality of products in the live broadcast room.
It is for the above reasons that Honey Surprise Club and Qier, which came out of Qianxun Group, have become dark horses in the industry. In the current tight employment situation, this undoubtedly gives more young people hope.
In addition, Wei Ya and her team have been committed to rural revitalization, and its effectiveness in stimulating regional employment and increasing income is also worthy of attention.
For example, since 2019, Wei Ya and her company Qianxun have launched the "Weiya Charming China Tour" public welfare poverty alleviation project. Through the form of "e-commerce live broadcast + creative marketing", they have recommended local high-quality and unique goods from each province. Go to Yunnan, Anhui and other places to help upgrade local industries, stimulate employment and increase farmers' income.
Later, the "Viya Charming China Tour" visited 17 sites in 14 provinces and cities in Hubei, Shaanxi, Guizhou and other places, "moving" agricultural products thousands of miles away and deep in the mountains into the live broadcast room, opening up their sales At the same time, it has also helped many agricultural products become competitive products, even "hot products". Wei Ya once created a live broadcast that eventually led to the employment of more than 100,000 local people and directly helped 13,000 fruit farmers get out of poverty.
From an industry perspective, the live broadcast academy prepared by Qianxun Culture Company has also been opened to the market, becoming an industry first. This college is committed to training farmers so that every leader in getting rid of poverty and becoming rich can learn to sell goods through live broadcast.
's series of "Rural Revitalization Industrial Belt Support Plans" have a very positive effect on exploring sustainable and referenceable rural development paths, tapping the development potential of the vast countryside, and increasing regional employment.
From a macro perspective, this is exactly the need for rural revitalization and the healthy growth of the live broadcast industry. It is also an important part of developing the domestic cycle and building a long-term healthy economic model.
Currently, the issue of employment has been a hot topic again and again, which is also of great significance to stabilizing the overall situation. As an emerging industry, live broadcast e-commerce, leveraging industry advantageous resources such as Qianxun, should become an important opportunity to respond to the economic situation in the future, leveraging employment levers, and playing a greater role in promoting economic development.
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