According to data estimates, every 100 million yuan increase in the online transaction volume of live broadcast e-commerce can drive about 1,100 jobs to increase. The relevant employment not only comes from the fact that more than 30 new occupations have been spawned in the live broadcast room itself, but also from the large number of employment opportunities in the upstream and downstream industrial chains driven by live broadcast e-commerce.
On May 8, at the seminar on live broadcast e-commerce to help agriculture and rejuvenate agriculture held in Yunnan, representatives from the Information Center of the Ministry of Agriculture and Rural Affairs, the Department of Commerce of Yunnan Province, the Department of Agriculture and Rural Affairs of Yunnan Province, the Cyberspace Administration of Yunnan Provincial Party Committee, the Kunming Municipal Bureau of Commerce, and the Yunnan Youth Entrepreneurship Association, as well as experts from Peking University, Chinese Renmin University, and representatives of Kuaishou and other enterprises, conducted in-depth discussions on live streaming e-commerce to help agriculture and rejuvenate agriculture.
An important carrier of local employment and entrepreneurship
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Yunnan Sijuner Trading Co., Ltd. agricultural base.
Baskets of fresh durian and mangosteen exuded a strong fruity aroma, and the staff were busy packing, livestreaming, and transporting fresh fruits...... In the agricultural base of Yunnan Sijuner Trading Co., Ltd., it is a busy scene.
"We have 6 stores and 2 black label stores in Kuaishou, with a delivery volume of 500-6 million orders a year." Ma Yan, head of Yunnan Sijuner Trading Co., Ltd., said that the entire industrial chain of live broadcast to help farmers has driven a large number of jobs, such as agricultural managers, new professional farmers, product selectors, quality controllers, buyers, digital warehousers, packers, anchors, assistant broadcasters, store operations, live broadcast casters, data analysts, business, operations, customer service, etc., providing more people with new options for local employment.
As an emerging industry, live streaming is giving rise to a large number of new employment opportunities and emerging professions, attracting more and more young people to join.
"Selling an extra 5 cents per catty of fruit can give fruit farmers an extra harvest of several thousand yuan a year. As a purchaser in the live broadcast room, on the one hand, he must go deep into the industrial belt and deliver the source of good goods to consumers; On the other hand, it is necessary to help farmers better sell their agricultural products through the data analysis of the live broadcast room. After graduating from university, Niu Tianlin chose to return to his hometown to join the agricultural team. Talking about his work, Niu Tianlin thinks it is very valuable.
In February this year, the "Live Streaming Platform Employment Value Report (2023)" released by the China Employment and People's Livelihood Research Institute of Chinese University believes that the live streaming e-commerce industry presents four major characteristics: digital professionalism, live broadcast industrialization, mass employment and employment scale. The digital platform is inclusive and inclusive, allowing more workers to get employment opportunities based on their own endowments, thereby driving large-scale inclusive employment.
Taking the live streaming platform Kuaishou as an example, it is estimated that the platform has driven 40.22 million jobs so far.
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Zhang Guoqing, deputy director of the Information Center of the Ministry of Agriculture and Rural Affairs.
Zhang Guoqing, deputy director of the Information Center of the Ministry of Agriculture and Rural Affairs, pointed out that dozens of new occupations in the live broadcast room such as agricultural managers and digital procurement have emerged on the short video live broadcast platform, which has become an important carrier to help the upward movement of agricultural products and drive employment and entrepreneurship.
New sales, new engines
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Kuaishou agricultural industry anchor Yan Linying.
In Binchuan County, Dali Bai Autonomous Prefecture, Yunnan Province, purple skin one-headed garlic is a local specialty, with high nutritional value and easy peeling, but because of its low popularity, it "cannot be sold and cannot be sold at a high price". Born in 1997, Yan Linying, a girl from Binchuan, returned to her hometown after graduating from university and began to study how to sell purple-skinned garlic.
"We shoot some short videos to share on Kuaishou, so that more people can have an understanding, understand the process of placing orders and repurchasing." Yan Linying introduced that in 2023, the company's overall sales will reach nearly 100 million yuan, and e-commerce sales will account for 70%.
The purple skin and one-headed garlic went to the tables all over the country through the live broadcast room, which also drove the development of the entire industrial chain. "We set up cooperatives with surrounding farmers to study the model of secondary rebates. On the one hand, we provide good seeds and fertilizers to drive members to purchase together and reduce production costs; On the other hand, the live broadcast e-commerce and planting links will be opened up to help farmers sell agricultural products better and at a higher price. What makes Yan Linying even more proud is that as the purple skin one-headed garlic is known by more people on the live broadcast e-commerce platform, many peers have also joined in to sell this product.
"By helping agricultural industry anchors to drive the youth of local agricultural and rural industries to return to the countryside, and connect with the water and soil of their hometown, the tens of millions of jobs driven by the Kuaishou platform are of unusual significance." Lu Huilin, a professor at the Department of Sociology at Peking University and director of the Center for Urban and Rural Development at Peking University, said that it may reverse the trend of rural erosion in the process of nearly 200 years of modernization, so that young people with culture, technology, knowledge and vision can return to the county and rural areas to develop themselves, drive the development of surrounding farmers, and gradually restore the lost water and soil.
In recent years, with the development of short video live broadcast platforms, live broadcast e-commerce has become an important starting point to promote the upward movement of agricultural products. In 2024, the No. 1 document of the central government proposed for the first time to implement the high-quality development project of rural e-commerce, promote the construction of county-level e-commerce live broadcast bases, encourage all localities to vigorously develop characteristic industries according to local conditions, and support the creation of local characteristic brands.
Zhang Yu, head of the fruit and vegetable industry of Kuaishou e-commerce, said that in 2023, more than 1.36 billion orders for agricultural products will be sent to all parts of the country through Kuaishou, an increase of 56% compared with 2022. There are more than 330 million interested users in Kuaishou, and the content and consumer demand for Sannong have maintained a strong growth trend. In 2024, Kuaishou will launch the "Xingnong Plan", which will invest nearly 10 billion yuan in flow and 100 million yuan in cash resources to continue to support high-quality agricultural product merchants.
It is understood that in 2023, the order volume of Kuaishou's agricultural products will exceed 1.36 billion, a year-on-year increase of 56%.
Zheng Fengtian, a second-level professor at Chinese Renmin University and director of the Institute of Rural Development at Chinese University, said that live-streaming e-commerce to help farmers change the pattern of traditional small-scale farmers' production docking and large markets, so that rural revitalization can achieve a virtuous circle. In the past, there were six or seven links from farmers to consumers' tables, and producers could only earn 10%-15% of the profits. Kuaishou's live broadcast e-commerce delivers good goods directly to consumers through the live broadcast room, giving consumers a new shopping choice and opening up new channels for local characteristic agricultural products.
In 2023, the national rural online retail sales will reach 2.5 trillion yuan, an increase of nearly 13 times over 2014; The national online retail sales of agricultural products reached 587.03 billion yuan, a year-on-year increase of 12.5%. There is no doubt that live broadcast e-commerce has become a unique landscape to help farmers, providing an important path for young people to find employment and start a business for young people who are engaged in rural revitalization, and also widening the road for agricultural products to go up.
Written by: Wen Xin
Image source: Courtesy of the interviewee
Editor-in-charge: Zhang Lijuan
Editor: Zhao Jun