Jimu news reporter Di Xin
Video clip Di Xin
Correspondent He Zhiwu Jiang Yuanyuan Bai Xue
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In the past two years, the e-commerce live broadcasting industry has surged and developed rapidly, especially since the outbreak of the epidemic, the online industry represented by e-commerce live broadcasting has shown strong vitality. Many colleges and universities also conform to the market trend and open courses related to "e-commerce live broadcasting" to cultivate talents in the whole industry chain of live e-commerce. Today, some of these students are close to graduation and have begun internships, and some have entered the live streaming industry. Recently, the reporter visited some college students who chose to "live stream with goods", visited their stories in employment, and what preparations colleges and universities have made for these "quasi-anchors".
Blurt out the words with the goods, and practice muscle memory
"'Double Eleven' We broadcast live from 4 p.m. to 1 a.m. the next day, and in addition to going to the toilet and eating, the rest of the time was highly focused." Zeng Aoqiang, a 2019 student of the School of Intelligent Business of Wuhan Vocational and Technical College, entered the Douyin live broadcast project of Zall Digital in August this year for an internship and participated in this year's "Double Eleven" e-commerce promotion as a broadcaster. On the day of the event, Xiao Zeng experienced 8 consecutive hours of high-intensity live broadcast work, and their live broadcast account added more than 500 fans, selling a total of 75,000 yuan of daily hygiene products, and sales hit a record high for the account.
Zeng Aoqiang interned in the live broadcast room
"I can get an internship salary of 5,000-6,000 yuan per month, which is a good start compared to other college students." Zeng Aoqiang told reporters that during his sophomore year, he participated in the practical training project developed by the college live broadcast operation studio and the off-campus e-commerce platform, accumulated theoretical knowledge, and in recent years, he caught up with the live broadcast outlet, in order to apply what he learned, he aimed at the live broadcast position during the internship. "In the industry, the average salary of anchors is about 2,000 yuan higher than that of the broadcaster, but the requirements for personal image and expression ability are also higher." Xiao Zeng said that the liquidity of anchors is large, the elimination rate is high, and the pressure is also greater. As a supporter, in addition to acting as a live broadcast atmosphere group, he also creates short video scripts every day. "Although live broadcasting is hard, our biggest motivation for work is the data changes of each live broadcast, which is very intuitive and has a sense of achievement." Xiao Zeng said.
"Everyone click on the upper left corner to pay attention, get a 10 yuan coupon, and the hand price is 49.9..." On the afternoon of November 26, in an office building in Wuhan Optics Valley APP Square, anchor Lu Jieyi was selling a berry tea from Xiangxi, Hunan Province, to the camera. This is her first formal job after graduating from higher vocational school this year, "I studied international economics and trade, affected by the epidemic, the job of this major is not easy to find, at the job fair found that the anchor position salary is good, come to challenge it." ”
The anchor is streaming live with goods
In September this year, Xiao Lucai was first exposed to live streaming with goods, and this seemingly glamorous job was not as easy as she imagined. "The first level is to be familiar with the words with the goods, work every day plus practice in the mirror, a set of 1400 words with the goods to repeat nearly a hundred times, and even practice the 'muscle memory', when not broadcasting, I am also learning the oral broadcast of other anchors." Xiao Lu said that when he talks about shopping-related topics in his life, he can't help but blurt out the words of the goods and make jokes several times.
Game anchors turned to "bring goods" and their monthly salaries doubled 4 times
Wang Shaohui, who is in charge of the live broadcast of Berry Tea like XiaoLu, is 24 years old and worked as an insurance and game anchor before joining the company. "In the past, being a game anchor often reversed day and night, affecting health, and the income mainly depended on the audience's tips, which was very unstable." In order to change the past state of life, Wang Shaohui chose to jump ship to "bring goods", and now grows into the company's head anchor.
Wang Shaohui introduced berry tea in the live broadcast room
Wang Shaohui's live broadcast is very personal, in addition to the regular introduction, he also installed a "Tujia Brother" persona to match the live products. "The goods I brought are agricultural products from the Tujia family in western Hunan Province, and some customers in the live broadcast room have traveled to the local area, in order to get closer, I call them Brother and Sister, and I will also wear the tujia family costume to broadcast live, introduce the regional culture of Xiangxi, and enhance the sense of substitution." Wang Shaohui live broadcast fast, strong sense of communication, with a sense of service, try to take care of each bullet screen communication customers, for an order he can "die" for half an hour, relying on sincerity to impress customers on the opposite side of the screen to place an order.
"After being an anchor with goods, my personality has become lively, my communication ability and adaptability have also improved, and my salary has also improved a lot." As a relatively mature anchor with goods, during the peak season with goods, Xiao Wang's salary can reach more than 30,000 yuan, which is nearly 4 times higher than in the past.
"Compared to when I first started working, I sold up to 3 items an hour, and now we each have sales of at least one to two thousand yuan per day, and our own income is also rising." Xiao Lu, a fresh graduate, also told reporters that her average monthly salary can exceed 10,000 yuan, and in addition to individual software technology majors, her income is more than twice that of most vocational graduates.
There is a think tank behind the anchor, and the "post-96" is the main force
Recently, Zhaopin Recruitment and Tao list jointly released the "2021 Live Broadcast Industry Talent Report", the data shows that in the third quarter of 2021, the number of college students in the live broadcast industry increased by 69.52% year-on-year, higher than the increase of 46.69% of the overall number of job seekers in the industry, and the attractiveness of the live broadcast industry to college students increased. Among them, in terms of the professional distribution of fresh graduates, e-commerce, computer science and technology occupy the top two. Human resources expert analysis: "With the development of the industry, people's inherent impression of live broadcasting is changing, especially the post-95s and post-00s young people who are curious about emerging things, and positions related to live broadcasting are gradually becoming their ideal careers." ”
The "Report" analyzed the situation, Yu Zezhou agreed. Yu Zezhou is the head of a media company in Wuhan, which mainly engages in e-commerce live broadcasting business, bringing goods for rural cooperatives in Hunan, Fujian and other places. After two years of development, Yu Zezhou's company in Wuhan has formed a fixed team of more than 20 people, and the staff is basically "post-96" young people within three years of graduation, of which undergraduates and junior college students account for half of them, undergraduate students are mostly engaged in technical posts, and specialist students are mostly engaged in anchor posts. This year, he cooperated with the School of E-commerce Logistics of Yangtze River Vocational College to recruit a group of interns, and the interns have shown a very good theoretical and practical level since they joined the company, among which interns Wang Xueru and Zou Weijun have been absorbed by the company as management trainees. ”
"The rapid development of the live broadcast industry has put more and more demand on talents, and high salary returns have become an important factor in attracting college students." Yu Zezhou introduced that the live broadcast work can be completed independently by the anchor, and if it is necessary to develop professionally, it still needs the team to "fight". "A complete live broadcast team requires at least 7 people, namely anchor, subcast, operation and maintenance, camera director, script director, technical operation and research and development. The whole team is like an army, everyone performs their duties and cooperates seamlessly. Yu Zezhou said that the anchors seen by netizens in the live broadcast room are only the "warriors" of this team, but behind the scenes, some people are responsible for being "commanders" and some people are responsible for guarding the "arsenal", and the types of technologies required for different positions are different.
"The public generally feels that young people with good image, expression and adaptability can do this business, in fact, the academic threshold of live broadcasting has also been raised, and we hope that anchors can also have e-commerce learning background, can operate, and understand marketing logic." Yu Zezhou suggested that college students engaged in the live broadcasting industry can participate in the practice of live broadcasting projects during the school period, and determine the development direction according to personality characteristics and personal advantages. ”
The live broadcast room "moved" to colleges and universities to incubate talents in the whole industry chain
With the rapid development of e-commerce live broadcasting, colleges and universities conform to market trends, and what preparations have been made in cultivating skilled talents? The reporter found that some colleges and universities in Wuhan have also set up live broadcast rooms on campus.
Brand new SLR cameras and camcorders, bright shooting lights, colorful background cloth and other professional live broadcast equipment are readily available, which is the short video and live broadcast operation studio of Wuhan Vocational and Technical College, and Zhou Rong, deputy dean of the School of Intelligent Business of the school, is leading students to demonstrate the whole process of real live broadcast operation.
The theme of this live broadcast is "live marketing of beauty products", and the live broadcast team composed of 15 students is divided into a live broadcast operation group, a product planning group, and a live broadcast anchor group to carry out planning work such as product selection, live broadcast with goods talk, and interactive talk. In the past three hours, 104 pieces of goods were traded with goods in the online live broadcast, with a transaction amount of 16791 yuan, and the transaction amount of goods in one week was 105584 yuan. After the class, professional teacher Ming Yaozheng led the students to review and analyze the background data.
Long-term e-commerce professional live training class
"In today's booming live e-commerce, the introduction of such practical training is to make the professional and industry seamlessly docked, so that students can learn more professional knowledge and new marketing skills and methods during school." Zhou Rong introduced that the rapid rise of e-commerce live broadcasting, re-construction of a new model of Internet marketing in the context of the digital economy era, in 2019, the institute closely followed the trend of the times, but also increased the support for live broadcast projects, in this context of short video and live broadcast operation studio came into being, so that more interested students to participate in live streaming with goods training, so that students through practical training to have live e-commerce industry job skills, comprehensively enhance students' vocational comprehensive ability, promote student entrepreneurship and employment. "Nowadays, the practical training projects developed by our institute in cooperation with e-commerce platforms such as JD.com, Taobao and Douyin have also built 6 new live broadcast studios in the Gedian campus, directly introducing corporate projects into colleges and universities, allowing students to exercise and bring goods in real situations, and more outstanding students have the opportunity to be directly hired by enterprises after graduation." Zhou Rong said.
At present, Wuhan Vocational and Technical College has built 8 live broadcast studios, with an area of 40, 20, 15 and 10 square meters. The equipment includes cameras, fill lights, spherical transmission systems, live broadcast stations, photographic shelves and other equipment, which can carry out live broadcast projects of different product types.
Zhou Rong, vice dean of Wuzhi Intelligent Business College, instructed students to analyze products
It is reported that the e-commerce major of Yangtze River Vocational College has also opened a number of courses related to live broadcasting, such as: new media marketing, short video production technology, e-commerce data analysis, etc., mainly training and training live broadcast planning, product selection, live broadcast talk, scene layout, live data analysis and other job group talents. In the process of teaching, the teacher leads the students to practice live broadcasting on platforms such as Pinduoduo, Taobao, and Douyin, so that students can understand the whole process of live script writing, live broadcast speech, live broadcast selection, live data analysis, etc.
New live broadcast studio of Wuhan Vocational and Technical College
Yuan Gui, director of the teaching and research office of the live e-commerce major of Yangtze River Vocational College, introduced that the e-commerce major has also built 4 live broadcast training rooms with enterprises, and enterprise personnel not only enter the school to teach, but also provide sources of goods to provide resources for students' live broadcast practice. Based on the problems arising in the live broadcast process and the collected live broadcast data, the teacher leads the students to conduct a live broadcast review analysis.
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