During this year's "May Day" holiday, the public welfare special session of Jingning Station of the "Rural Revitalization and Starlight Action" in the live broadcast room came as scheduled, including yellow rice cake and Huiming tea, and a variety of good things in Jingning She Township were sold to the whole country through the commentary of the anchor Wang Zujin (hereinafter referred to as "Azu") team. This large-scale public welfare activity aims to help the development of rural revitalization with digital empowerment, tell the story of China's rural revitalization, and show the beautiful China.
In order to do a good job in this live broadcast, on April 30, Azu and a number of celebrity friends formed a starlight team and went deep into Jingning to experience the "most dazzling national style". During the live broadcast, he not only learned about the development of the local tea industry in the tea mountain, but also felt the cultural customs of the She nationality in She Township, and also prepared a "Shanha Party" for the local people.
In fact, this is not Azu's first public welfare traceability live broadcast, after the team launched the "Bee Charm China Tour" last year, Azu's time was mostly spent on the traceability journey in various places. "When you really go to the place of origin, to the countryside, you will find that there are actually a lot of people who are eager for the live broadcast platform to help them."
Through these journeys, Azu found that it was a two-way process. On the one hand, the old brand has been rejuvenated, the new brand has found an opportunity, and the regional brand has also gone to the whole country; On the other hand, fans were able to feel the positive impact of the live stream and gave a lot of positive feedback.
Azu said: "In the past, in the live broadcast room, we judged the quality of products more based on data and taste, but when you really go to the place of origin, your choices will be more diverse, and the feeling of traceability will be integrated into your explanation to fans." He believes that every product has a story behind it, and fans can feel the sincerity of the anchor.
In the long-term practice of helping farmers, Azu has accumulated rich experience in the live broadcast room. The popularity of live broadcast e-commerce has allowed him to discover a new world and regain his value recognition of the anchor profession.
In 2020, Azu turned from a TV host to the live broadcast industry, becoming the live broadcast assistant of anchor artist Liu Tao, and then transformed into an anchor again.
The process is fraught with challenges. He thought he was well prepared to change the trajectory of his life, but he found that he was far from knowing and accepting the new field. From an experienced host to a "novice" in a new field, this huge gap makes Azu feel lost. But he doesn't want to give up the profession he has insisted on for many years, and he hopes to continue to speak in front of the screen and maintain the public eye. "Instead of staying where you are and gaining some fame, you should set off again and explore a new world."
Azu understands that the soft power of the live broadcast room is important, but the more important thing is to do your homework behind the scenes. After four years of professional experience, he deeply realized that the success of the live broadcast room lies not only in the superficial gorgeousness, but also in the meticulous design and presentation of the event. In the fierce competition, the trust of fans is the key force that determines the rise and fall of the live broadcast room, and once lost, it is difficult to recover.
In order to maintain the trust of fans, Azu and the team set a strict bottom line and did not dare to relax in the slightest. He is always saddled with the expectations of his fans and himself, always on the lookout for any situation that may disappoint consumers. For him, caution was never superfluous.
During a winter charity trip, Azu and the live broadcast team teamed up with the Ali charity team to go to Lixian County, Gansu Province. They held a live broadcast to help farmers called "Li" and Pujia. The special agricultural products produced in this small county, such as Huaniu apple, astragalus, Sichuan pepper, wormwood, etc., were sold out in just one hour.
Azu lamented: "For the local business owners, the sudden joy of watching the products they worked so hard to run sell out overnight can be seen by the naked eye. He shared their excitement, "I suddenly felt that the sense of identity I had been looking for was all back in an instant. ”
Since then, live broadcast to help farmers seems to have become his "main task". A series of live-streaming activities to help farmers enrich the consumer experience and promote the integration of online and offline consumption. The maturity of this live broadcast ecology enables more products to be brought through live streaming.
Azu said: "This ecological space is actually a responsibility on our shoulders. He believes that as part of the live broadcast, they have the responsibility to promote this new form of consumption and let more people experience its charm. With the continuous deepening of the live broadcast to help farmers, he is willing to continue to contribute to the cause of rural revitalization.