Offline store sales are hot, online live broadcast room traffic is continuous, and party member anchors actively play a pioneer and exemplary role; More and more enterprises have set up party branches, and party member activity rooms hold live training one after another...
On July 14, the research group of Shenzhen Branch of Southern Press Media Group walked into the Shuibei Gold and Jewelry Gathering Area of Cuizhu Street, Luohu District, and successively investigated and visited the Douyin Live Broadcast Base, Wanshan Live Broadcast Base, Shenzhen Jewelry Museum, Shenzhen Saifir Jewelry Co., Ltd., etc., and discussed with relevant responsible persons to gain an in-depth understanding of the development of the live party building work in the jurisdiction, and experienced the vivid scenes of party building empowering the live broadcast economy.
In recent years, focusing on the fast-growing emerging format of gold and jewelry live broadcasting, Cuizhu Street has carried out party building in the live broadcast industry, promoted the transformation and upgrading of the digital empowerment industry through live broadcast "festival making" and other methods, linked industries, services, resources, etc. with party building chain, and adhered to party building to lead the high-quality development of Shuibei gold jewelry industry.
Xu Ning, member of the Party Working Committee of Cuizhu Street, Gan Xueming, director of the Shenzhen branch of Southern Press Media Group, and relevant responsible persons of the live broadcast base and enterprises participated in the investigation.
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Establish a party branch of the live broadcast industry
Promote the transformation of digitally-enabled industries
The research site is located in Luohu Shuibei, which is the largest gold and jewelry agglomeration area in China, with the highest development level and the most complete industrial chain. At present, there are nearly 7,000 gold and jewelry industry legal person enterprises in Luohu District, accounting for about 50% of the domestic gold jewelry wholesale market share.
Shenzhen Jewelry Museum is the first jewelry museum in China to be built in the "PPP" model. The museum is positioned as "one museum, one library and three centers", covering the functions of an international and digital contemporary jewelry museum, a large database of the jewelry industry, a global jewelry new product release center, a Shenzhen jewelry boutique exhibition center and a fine jewelry custom experience center.
Today's Shuibei is actively embracing the new format of live broadcasting. Shuibei Wanshan Jewelry Industrial Park became the first industrial park in the jewelry industry to test the water of live e-commerce; The jewelry live broadcast bases of multiple head platforms have settled in Shuibei, with an annual total of about 3 billion yuan.
In the Douyin Live Base and Wanshan Live Base, the research group saw that the anchors in the live broadcast room were facing the camera, enthusiastically displaying and explaining the jewelry products on their hands, and interacting with the audience.
Chen Xi, deputy general manager of Shuibei Wanshan Douyin Live Broadcast Base, introduced that the base can help enterprises solve problems such as opening permissions, training, operation, testing, logistics, etc., and provide whole-process guidance. In 2021, the party branch of the live broadcast base of Shuibei business circle was established.
The base has set up a quality inspection window on the 7th floor of Block B of Wanshan Jewelry Park, and three testing institutions of Jewelry National Inspection, Huajin National Inspection and Guangdong Provincial Inspection have settled in. In the quality inspection link, the relevant institutions "identify and verify the authenticity, one thing and one certificate" of the goods.
Shenzhen Saifir Jewelry Co., Ltd. has an e-commerce team of more than 60 people, a Douyin live broadcast team of nearly 20 people, and has built a live broadcast base of 1,300 square meters. The company established a party branch in November 2020 and currently has 8 party members. The party branch actively explores the combination of enterprise party building with operation and corporate culture, and has set up party member pioneer posts and volunteer service teams.
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Solid building of the two new parties
Polishing the regional brand of Shuibei jewelry
At the symposium, Xu Ning introduced that the Shuibei area of Cuizhu Street has formed a comprehensive party building organizational system of "park party committee + industrial chain party committee + live broadcast party branch".
Among them, in 2007, Shuibei Jewelry Park established a joint party committee to unite park enterprises through party building; In April 2021, the party committee of the gold and jewelry industry chain was established in Shuibei area, and in December of the same year, two live broadcast industry party branches, including the party branch of the live broadcast base of Shuibei business district and the party branch of the live broadcast square of Huixai Square, were established.
In Shuibei, a party and mass service center can be found every 100 meters, leading more than 70,000 service employees, except for the party and mass service center in the park, 6 major buildings have built party and mass service centers.
"The two new party buildings in Cuizhu Street focus on reality, carry out leading, forward-looking and guarantee work for the development of the industry, help enterprises improve efficiency, and promote the high-quality development of the industry." Xu Ning said.
In terms of leadership and forward-looking, this year, the Cuizhu Street Party Working Committee, together with the Organization Department of the District Committee and the District Bureau of Industry and Information Technology, held the "Always Follow the Party and Benefit Enterprises to the Future - Jewelry New IN Elephant" Shuibei E-commerce Live Broadcast Festival. Through the linkage of the party, government and enterprises, the event uses live broadcast "festival making" to unlock gold jewelry consumption scenes.
During the live broadcast festival, the cumulative online exposure of the Douyin platform exceeded 320 million, merchants participated in more than 600 live broadcasts, and the cumulative transaction volume of the participating enterprises on the Douyin platform reached 126.4 million yuan, a year-on-year increase of 25.3%.
The event promoted more enterprises to invest in the development boom of live broadcast and digital economy, and further polished the regional brand of Shuibei jewelry.
In terms of security, the street constantly links resources, for example, closely interacts with Shenzhen Jewelry Museum, Shenzhen Luohu District Jewelry Intellectual Property Protection Workstation, National Jewelry and Jade Quality Supervision and Inspection Center and other park units to improve the professional quality and appreciation ability of anchors.
Another example is that the live broadcast party branch will hold free live streaming practical experience sharing meetings and public welfare live open courses on the Douyin platform to achieve talent co-education and continuously strengthen industry exchanges.
The research group believes that in the Shuibei gold jewelry industry, the application of new technologies such as live broadcast is reshaping all links of the industrial chain. At this critical moment, Cuizhu Street takes party building as the starting point, integrates resources, builds a platform, closely combines party building with high-quality industrial development, and works solidly to effectively help the digital transformation of the gold and jewelry industry. In the future, efforts should be made to attract talents in the live broadcast industry to gather, further improve the awareness and display of Shuibei jewelry at the public level, and make Shuibei jewelry more "out of the circle".
【Coordinator】Lv Bingbing
【Text】Xia Fan
【Photography】Xie Haoran
【Author】 Xia Fan
【Source】 Southern Press Media Group South + client