Ma Liang: Short videos and live streaming with goods will not be short-lived, and there is still potential to be tapped

Beijing News Shell Financial News (reporter Wang Zhenzhen) on August 5, 2021 Shell Finance Summer Online Summit "Digital Economy: The Road to the Future" kicked off, in the "County Economy under the Digital Economy" sub-forum, Ma Liang, a researcher at the National Institute of Development and Strategic Studies of Chinese Min University and a professor at the School of Public Administration, said that short videos and live streaming with goods will not be a gust of wind or a flash in the pan, which is conducive to solving the problem of insufficient and unbalanced development between regions.

Ma Liang is a researcher at the National Institute of Development and Strategic Studies and a professor at the School of Public Administration, Chinese Min University.

Short videos and live broadcasts have leveled the gap between urban and rural areas and shortened the distance between production and marketing

Ma Liang said that short videos and live broadcasts have brought a new form of county economic development, especially for some poor counties in remote areas to achieve poverty alleviation, rural revitalization and common prosperity. In the past, many of the top 100 counties relied on local pillar industries, especially manufacturing, to promote economic growth, but the development model of high pollution, high energy consumption and simple and extensive development was difficult to sustain. At the same time, the dual structure of urban and rural areas has caused a large number of young and middle-aged laborers from rural areas to flow to the cities, and the problems of rural decay and left-behind need to be improved.

Ma Liang believes that short videos and live broadcasts have revitalized the county economy, and have enabled some poor counties in remote areas that did not occupy the advantages of land in the past and were not well known to achieve curve overtaking. The short video and live broadcast represented by Douyin have leveled the gap between urban and rural areas, shortened the production and marketing distance, broken the gap between time and space, allowed new farmers to live stream goods in the field, allowed industrial workers to live stream goods in factory workshops, and attracted a large number of young people to return to their hometowns to start a business and find employment, effectively alleviating the problem of talent loss and rural left-behind. Therefore, short videos and live streaming will not be a gust of wind or a flash in the pan, which is conducive to solving the problem of insufficient and uneven development between regions.

In recent years, county grassroots public officials have appeared on camera to shoot short videos and participate in live broadcasts with goods, which has become a new phenomenon and has also triggered heated discussions in society. Ma Liang believes that the county magistrate's live broadcast of goods has broken people's stereotypes of leading cadres and let people see the other side of their liveliness and cuteness.

In Ma Liang's view, from the perspective of epidemic prevention and control, resumption of work and production and development of e-commerce, the county mayor's live streaming of goods has its necessity, which has a strong promotion significance for setting an example and demonstrating driving. Ma Liang also pointed out that the live streaming of goods by county governors is also an effective way to select and select cadres, which can be used as a touchstone to cultivate and discover talents.

The potential of short videos and live broadcasts in the county economy has not yet been tapped

Nowadays, the impact of short video and live broadcasting in the economic development of the county has been very significant, and the economic benefits driven by it are also very intuitive. However, Ma Liang pointed out that the potential of short video and live broadcasting in the economic development of the county is far from being tapped, and there is still a lot of room in the future. "It is necessary to use short videos and live broadcasts to empower related industries of the traditional county economy, extend more offline economy to online development, and in turn promote the development of offline industries." It is necessary to consider attracting and cultivating more rural talents to participate in short videos and live broadcasts, and use them as new agricultural tools and new tools. It is necessary to enhance the radiation and driving role of short video and live broadcast platforms, promote more county economic 'touching the net' with point and point, and form a new type of county economic development cluster. It is necessary to innovate platform governance and government supervision, promote the development of industry norms for short videos and live streaming, and achieve the sustainable and healthy development of this new format. ”

The digital economy such as short video and live broadcast involves consumption upgrading, employment and people's livelihood, innovation and entrepreneurship, industrial development and other aspects, and people often attach importance to communication indicators such as traffic and sales. But Ma Liang said that from the perspective of research, he pays more attention to the boosting effect of the digital economy on the digital society, especially the penetration rate and penetration rate of the digital economy. "At present, there are still a considerable number of people who are not exposed to and accustomed to the relevant application scenarios of the digital economy, and how to let them enjoy the dividends of the digital economy and solve the problem of digital inequality brought about by the digital divide is a problem that I am particularly concerned about."

Ma Liang pointed out that the penetration rate and penetration rate of the digital economy in various regions, especially whether the elderly, low-income people, disabled people, residents in remote areas and other vulnerable social groups can enjoy the convenience, efficiency, high quality and low price and employment and entrepreneurship opportunities brought by the digital economy, is a particularly worthy of attention in the future.

For the development of the county economy under the digital economy, Ma Liang said that the current policy particularly emphasizes the need to provide all-round policy support for the county's economic development, including hardware and software. From the perspective of hardware, governments at all levels should strengthen investment and support for new infrastructure at the county level, so that infrastructure such as rural Internet, logistics, warehousing, and live broadcasting bases can be further strengthened, so as to consolidate the basic conditions for accelerating the development of the county digital economy. In this way, people who consume tourism can enter, beautiful goods and good goods can go out, forming a closed loop of county economic development, and promoting a virtuous cycle of production, supply and marketing. From the perspective of software, it is necessary to strengthen the transformation of the concept of county economic development, so that leading cadres, business operators and relevant practitioners can re-examine, embrace and devote themselves to the new county economy, seize the digital economy dividends brought by short videos and live broadcasts, and make the new county economy bigger and stronger.

Proofread by Zhao Lin