Live streaming. Photo by Shi Hua
"Today we recommend a small tile cat that has just come out of the kiln, it is particularly beautiful, it is very suitable for putting it on the tea table as a small ornament, as long as 89 yuan, you can place an order if you like......" In the live broadcast room of Huaning Tao, the live broadcaster enthusiastically recommended various products of Huaning Tao to customers. In recent years, Huaning County has actively cultivated e-commerce talents to inject vitality into the development of the industry. Since the establishment of Huaning Tao live broadcast room, it has helped Huaning Tao to go out of Huaning and go to the whole country in the way of "e-commerce + live broadcast".
Huaning pottery, known as "Ningzhou pottery" in ancient times, has a history of firing for thousands of years. In recent years, with the strong support of the province and the city, Huaning County in accordance with the requirements of "bigger and better essence Ning ceramic cultural industry", and constantly increase investment and intelligence, formulate ceramic industry development policies, innovate work systems and mechanisms, and promote the transformation and upgrading of the ceramic industry. As of 2023, Huaning Pottery has a total of 78 registered pottery enterprises and industrial and commercial households, employing 3,112 people and driving 7,335 jobs.
Huaning County pottery enterprises are mainly offline entities, and have always relied on traditional channel sales, with low brand and low market share. In recent years, with the development of the Internet, the live broadcast economy has continued to heat up. Huaning County firmly seized the opportunity, market-oriented, made efforts to "online economy", plugged in the "cloud wings" of live broadcasting, explored the development model of "Huaning pottery + e-commerce + live broadcast", expanded the sales and promotion channels of Huaning pottery, and promoted the transformation and upgrading of Huaning pottery industry.
With the emergence of the "home economy" consumption model, in 2022, Huaning Tao Live Room came into being, adopting the cooperation model of "government platform company + modern agricultural service company + pottery enterprise" to establish an official e-commerce platform with guaranteed funds, detailed division of labor, and product channels. "Since the launch of the broadcast in March 2022, we have adopted the 'online + offline' model to sell Huaning pottery products in the live broadcast room, with a monthly income of about 150,000 yuan." Pu Min, the person in charge of the Huaning Tao live broadcast room, said, "Ceramic products are a combination of culture, art and craftsmanship, and contain a deep cultural connotation and professional skills, so we are fully involved in all aspects of quality control and live broadcast explanation, so as to enhance the professional ability of the team and better promote Huaning Tao." ”
Focusing on doing a good job in the "online economy", Huaning County has implemented the "Ceramics + Internet" plan, adopted the new publicity model of "all media + short video", and continued to launch the "Huaning Pottery" as the main line of "Huaning Pottery + Food, Meisu, Meijing, Meili, Meicheng, Meicun" and other promotional videos on Douyin, Xiaohongshu, WeChat Video Account and other publicity platforms, which greatly enhanced the attractiveness and affinity of Huaning Tao. At the same time, formulate and improve supporting policies, encourage enterprises to take the "Huaning pottery + e-commerce + live broadcast" marketing model, through the development of guidance, industry management regulations and policy safeguard measures, encourage the county's pottery enterprises to participate in the promotion of the official platform on the one hand, on the other hand, strengthen their own online promotion platform, the formation of the above rate, unity, healthy competition, hand in hand to promote the development of Huaning pottery industry good situation.
In terms of industrial talent cultivation, Huaning County focuses on cultivating and expanding e-commerce talents and ceramic talents to help the development of the ceramic industry. Bi Yin, member of the Organization Department of Huaning County Party Committee, introduced that Huaning County actively explores cooperation with colleges and universities to cultivate professional and technical personnel in marketing, e-commerce, new media operation, glaze research and development, product design, etc.; Support the cultivation of local potters, continue to implement the "Huaning potter" talent cultivation work, expand the national and provincial master team, and strengthen the construction of enterprise talent team; Do a good job in talent introduction and landing services, encourage and attract more talents to flow to pottery enterprises, and support and attract college students to start a business and find employment; Actively carry out skills training and entrepreneurship competitions, improve the quality of e-commerce talents and ceramic talents, and consolidate the foundation of industrial development talents.
The live broadcast empowers Huaning Tao to plug in the "cloud wings", which is just a microcosm of Huaning County's cultivation of e-commerce talents to help the development of the industry. In recent years, Huaning County has actively explored new paths for party building in new formats, focused on expanding the "party building +" model, cultivated and strengthened e-commerce talents, and gave full play to the kinetic energy of e-commerce in cultivating new formats, serving new needs, and expanding new markets, so as to effectively promote industrial transformation and upgrading. At the same time, Huaning County strengthens the two-way linkage between party building and talent training, turns the "one-way" introduction into "two-way" training, and relies on the party branch of Huaning County E-commerce Public Service Center to implement the "double training plan", so as to train party members into e-commerce backbones and develop e-commerce backbones into party members, so as to provide a steady stream of talent momentum for the development of the e-commerce industry. Establish a training mechanism for rural e-commerce talents, carry out training for young entrepreneurs who have returned to their hometowns, large planting and breeding households, and e-commerce practitioners, and cultivate a group of e-commerce talents who can live broadcast goods online and publicize offline for enterprises and villages (communities), effectively transform the advantages of party building into development advantages, and inject new momentum and vitality into industrial development.
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Yuxi Daily All Media Reporter: Ji Yongpeng Editor: Xiang Qing Preliminary Review: Chen Huiji Review: Xu Fengxiang