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Lu Hongping is broadcasting live in strawberry greenhouse. Photo by Han Xichen

Video screenshot of Gao Shilong’s live broadcast with goods. Information picture

Arjun (left) is bringing goods live. Information picture

　　Editor’s note: The sudden epidemic situation has a great impact on the sales and circulation of agricultural products. In order to help overcome poverty and increase the income of fellow villagers, party member cadres in some places walked into the live broadcast room, or tried to introduce them on the spot, or used their talents to drain, trying to open up sales in the form of live broadcast with goods. What is the effect of the live broadcast of cadres with goods? In the long run, can a sustainable mechanism be formed, and what aspects need to be improved? This edition approaches the cadres who live broadcast with goods, pays attention to their thoughts and deeds, and talks about their wishes and hopes.

　　"Friends, this is the blueberry I picked today. It tastes crisp and sweet and has high nutrition. Hurry to buy it in buy buy!" At 8 o’clock on the evening of March 25th, Lu Hongping, deputy secretary of the Party Committee of Yanghe Town, jiaozhou city City, Shandong Province, munched on locally produced blueberries and interacted enthusiastically with netizens in the live broadcast room. At the bottom of the screen, the constant influx of netizens likes, sends flowers and leaves messages … … The sales of blueberries also went up, selling more than 500 kilograms that day.

　　In order to alleviate the unsalable agricultural products caused by the epidemic, party member cadres from many places across the country joined forces with e-commerce and short video platforms to walk into the live broadcast room to help fellow villagers bring goods. Lu Hongping is one of them. However, unlike professional anchors, live broadcast is just a way for cadres to help get rid of poverty and serve the masses.

　　Why did you walk into the live broadcast room?

　　Products are unsalable, people are anxious, and cadres are worried. I look forward to bringing goods online to open up the situation.

　　The day before the first webcast, Gao Shilong, the "anchor", stayed up almost all night. As the first secretary of Dabeishan Village, Longquan Town, Jingyu County, Jilin Province, the slow sales of local products in the village made him anxious to get angry in recent days.

　　Talking about the original intention of doing live broadcast, Gao Shilong said frankly that he was "dissatisfied": "I saw some anchors carrying goods, and thousands of goods were robbed in a few seconds. I also want to try and bring goods to everyone."

　　Someone once advised him to find a professional anchor, who is experienced and knows marketing, and the effect is not bad. However, most of the agricultural products in Dabeishan Village have low added value and short circulation cycle, so it is not worthwhile to pay for the anchor and calculate the economic account. What about the villagers’ live broadcast? Many people are too old to play live broadcast software. After much consideration, Gao Shilong decided to make his own venture. "Short videos and live broadcasts have entered thousands of households. If you can’t keep up with the rhythm, the goods will not sell well."

　　Compared with Gao Shilong, who touched the net for the first time and crossed the river by feeling the stones, Arjun, the county magistrate of Henan Mongolian Autonomous County in Qinghai Province, is now a complete "online celebrity Talent". In a live broadcast at the beginning of the year, he, three cadres from other counties and five net reds brought goods worth 12 million yuan in five hours.

　　Henan Mongolian Autonomous County, located at the junction of the three provinces, is rich in Hequ horses, Xueduo yaks and Euler sheep, and has a good foundation in animal husbandry. However, traffic congestion has caused "the smell of wine is also afraid of the depth of the alley." "Our products are not well-known and lack sales channels." Arjun is in a hurry.

　　Two years ago, at a promotion meeting in the eastern coastal areas, an e-commerce company gave him advice to consider using short videos that are on the air. Arjun counted the account: it is too wasteful to take money to find a professional team soon after our county got rid of poverty; Show yourself, and worry that you will be considered "showing off".

　　Thinking about it, Arjun chose to appear between being criticized and finding a market. Putting on a Mongolian costume and pointing to a flock of yaks behind him, Arjun shouted to the camera: "If you want to be good and thin, you should often eat more yak meat." Once this short video was launched, the click rate exceeded 30 million. Arjun was surprised and delighted.

　　Now, from short video to live broadcast, Arjun calmly eats and chats with the screen, and introduces the customs and tourist attractions of Henan County to the netizens in the live broadcast room, which is handy and humorous.

　　"Leading cadres need to do things rigorously and master new tools. I think it is also practical to bring goods live." Arjun said frankly that it is inevitable that there will be various voices on the Internet for the live broadcast of cadres, but only by daring to try can there be a way out. Every product sold is the best help for the masses.

　　How to do it in the studio?

　　Various forms, product fidelity, cadre endorsement, sales increased, but the sales model needs to be improved.

　　On March 8, Gao Shilong, who first tested the live broadcast of water with goods, sold goods worth 7,000 yuan in four hours. This achievement is not outstanding on the internet, but the villagers are very satisfied. Previously, most of the time, the villagers in Dabeishan Village were squatting on the side of the road with a basket of mountain products, and they couldn’t sell much in a day.

　　In the live broadcast room, he sincerely said: "Authentic, true story, really affordable, the promised nutritional content is not up to standard, and I will pay you an extra 20,000 yuan out of my own pocket." This self-confidence stems from his understanding of local agricultural products. Since he became the first secretary in the village, he has strictly controlled every link in building factories, grasping quality and shaping brands. Gao Shilong said: "For a few hours online, you have to work hard offline, and the quality must be guaranteed."

　　In the past two years, e-commerce has developed rapidly, and live broadcasts have continued to be popular, but problems such as product fraud and difficulties in safeguarding rights have been constant. It is often the anchor who talks nonsense, but the products that consumers get are not satisfactory.

　　"I bought his things for the first time, but thinking about the county magistrate’s endorsement should not be fake." Ms. Liu, who placed an order to buy Xueduo dried yak meat, bluntly said that the cadres in the live broadcast room are all real-name certifications, and consumers are more assured.

　　Others came out of curiosity. On weekdays, cadres who are sitting in danger and doing things seriously walk into the live broadcast room. Can they put down their airs? Can you understand the online language?

　　Jin Hongfeng, the branch secretary of Zhongping Village, Baicaogou Town, Wangqing County, Jilin Province, who has participated in the live broadcast for more than a year, summed up his "secret": singing in seven points and selling goods in three points. In the live broadcast room, he sang the famous Korean song "Red Sun Shines on the Frontier", and he also replied to the barrage sent by netizens. "In addition to selling goods, the live broadcast should also be able to have ‘ Emotional interaction ’ Can’t all be dry product introductions. "

　　Because of his height of 2.04 meters, netizens call him "Golden Big Man". Netizens like it and have a high reputation. Jin Hongfeng simply named the local rice and spicy cabbage with this name. The highly personalized image creation has been praised and welcomed by netizens. Last month, a netizen from Heilongjiang came to the village and bought 2000 Jin of spicy cabbage in one breath.

　　When cadres walked into the live broadcast room, they gained something and found problems. Lu Hongping, who walked out of the live broadcast room, found that the sales of blueberries declined in the days when the live broadcast was not available, and some netizens could not even find a sales link. The same trouble happened to Arjun. "Some netizens reported that the dried yak meat package was too big, and some people said that it was delivered too slowly." The link to the shopping yellow car in the Jin Hongfeng live page has not been added yet, and consumers have to jump several times if they want to place an order.

　　From production and packaging to warehousing and logistics to distribution and after-sales, live delivery is a systematic project involving many links, not just a few hours in the live broadcast room. In this regard, some experts believe that the arrival of cadres can attract traffic; However, brand, word of mouth, efficiency, distribution, after-sales, etc., all need more professional design.

　　Where is the prospect of bringing goods?

　　Cultivate talents, make characteristics and strict standards, extend the industrial chain and make good use of resource endowment.

　　In March of this year, more than 100 county mayors participated in the live broadcast of goods on major online platforms. For a time, the transformation of cadres into anchors was hotly debated by the society. However, there are also many netizens who believe that we should be wary of going through the motions and not turning the live broadcast into a "catwalk".

　　"The live broadcast of cadres, the greater effort is actually outside the live broadcast room." Xin Feng, director of the Third Division of the Organization Department of Jilin Provincial Party Committee, said that it is normal to have challenges or even problems when you first come into contact with the live broadcast. The key is to regard the exposed problems as the driving force for improvement.

　　In order to solve the problems of low brand and different live broadcast forms, the Organization Department of Jilin Provincial Party Committee initiated the establishment of the "First Secretary Association of Jilin Province" on the basis of preliminary investigation, deeply explored the live broadcast talents among the first secretaries in the village, and invested in the construction of live broadcast rooms, registered the only official account, and used a unified logo to try to change the situation of going it alone.

　　"Since you can only be a part-time anchor, you must create more high-quality full-time anchors." Lu Hongping recently set his sights on the young people in the village, and planned to set up a delivery team to make the live delivery sustainable and normal.

　　With the anchor, product quality and service experience should also be kept up in time. Arjun said that a bad review will almost make the newly accumulated word-of-mouth go down the drain. To have the confidence to shoot your chest in the live broadcast room, you must have excellent products and quality services.

　　In the past, Arjun mostly only sold local dried yak meat, which only needed rough processing. However, there are more and more similar products. How to embody the characteristics, bring forth the new and extend the industrial chain, one problem after another. Arjun collects feedback from netizens during each live broadcast. "We produce what the market needs." Yak chops and special yogurts were put on the line one by one, and meat, milk, skin, hair and bone were processed into products in all directions, which made good use of local resource endowments and revitalized them.

　　Grassroots cadres are working hard, and a number of powerful measures have been introduced one after another. Smooth circulation channels, promote accurate docking of production and marketing, and improve the market operation and scheduling mechanism are all helping the special anchors in front of the camera. (Reporter Xu Leipeng, Feng Jiang, Pan Junqiang and Li Jiading)

　　People’s Daily (11th edition, April 2, 2020)

The first China Smart Driving Competition was completed yesterday, and the results of the highly anticipated NOA competition in the city were unveiled this morning:

The first place is Tucki G6, the second place is Ji Yue 01, the third place is Extreme Fox Alpha S Hi, the fourth place is Aouita 11, and the fifth place is Wen Jie M5.

Following Shenzhen Station, Tucki G6, with its advanced XNGP system and stable vehicle control ability, showed great strength in the race and won the first place by far. In the live footage with over 120,000 viewers, the driver of Tucki G6 was nicknamed "the second finger brother" by the audience because he was too relaxed during the race and only put two fingers on the bottom of the steering wheel with his left hand.

Ji Yue 01, who participated in the NOA competition in the city for the first time, became the biggest dark horse in this competition. In an extremely difficult U-turn that the other four cars (including Tucki G6) failed to complete, Extreme Crossing 01 was completed in a slow but steady way, showing the inside story of Baidu’s autonomous driving ability.

In the competition on December 10th, five contestants, Aouita 11, Extremely Fox Alpha S, Wenjie M5, and Extremely Yue 01, all went through a difficult test of urban intelligent driving.

The challenges of the urban stage of Shanghai Railway Station include: construction sections, more than 40 traffic lights, multiple large bends, multiple unprotected left turns, and traffic lights waiting to be turned.

Just as the owner of the Alpha S polar fox said after the race: "I believe in the strength of polar fox, but today’s race really experienced all the obstacles that can be thought of, especially in the construction section, there was a takeover."

For the first time, Extreme Yue 01 attracted the attention of the audience in the live broadcast room. Some viewers said, "I just want to watch Extreme Yue 01 today!" I believe what many viewers want to see is the pure visual intelligent driving scheme of Extreme Yue 01.

In the Shanghai race of the Smart Driving Competition, Extreme Yue 01 made a low-key appearance as a dark horse, but showed its smart driving operation during the March, which surprised the audience in the live broadcast room. After the race, the owner of Extreme Yue 01 said: "The whole journey felt like a word, which avoided motorcycles and pedestrians steadily and perfectly, but took over in the congested road section."

There was a light rain in NOA, the Shanghai station city, before the competition, and the road surface was slippery. Several contestants were very cautious, and most of them put their hands on the steering wheel. Only the owner of Tucki G6 was very relaxed, and only two fingers were slightly placed on the lower edge of the steering wheel. After the guests reminded him in the live broadcast room, two fingers were added.

It took 40 minutes for Tucki G6 to complete the race. When talking about the feelings, the owner said: "The whole journey was driven by wisdom, and only took over in some small sections."

On December 17th, the first China Smart Driving Competition will go to Beijing for the last race. Please pay attention to First Electric, and we will release the related race information later.

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With the intensification of competition in the automobile market, the strong are stronger and the weak are eliminated at an accelerated pace. For China automobile market, this year is destined to be an unsettled year full of variables and challenges.

01

Xiaomi car is coming.

Recently, a number of media visited Beijing Yizhuang Xiaomi Automobile Factory and found that it has started, and mass production is on the line.

According to the interface news report, an insider close to Xiaomi Automobile revealed that Xiaomi Automobile is now in the trial production stage, and this work has been carried out for less than one month. At present, Xiaomi produces about 50 prototype cars every week, and there are few workers at night. The above-mentioned insiders said, "Xiaomi Auto is expected to get the approval from the Ministry of Industry and Information Technology in the last two months, and it will be approved before the end of the year at the latest, and then mass production can begin."

In March 2021, Xiaomi officially announced the construction of a car, saying that it will invest 10 billion US dollars to enter the automobile industry in the next 10 years, and invest 10 billion yuan in the first phase; In July 2021, Xiaomi Auto Autopilot Department started recruitment. In September, Xiaomi Auto Co., Ltd. was incorporated with a registered capital of 10 billion yuan. On November 27, Beijing Economic Development Zone Management Committee signed a cooperation agreement with Xiaomi, announcing that Xiaomi Auto settled in Beijing Economic Development Zone; At the beginning of 2022, the Beijing Municipal People’s Congress issued the Work Report of the Beijing Municipal People’s Government, which mentioned that Xiaomi Automobile would be promoted to start construction. In March 2023, Xiaomi announced the first production car, which will be officially mass-produced in the first half of 2024.

Founder and Chairman of XiaomiLei Jun’s dream of building a car is not far from realization?

According to shanghai securities news, the photos of the road test of Xiaomi’s new car show that the first model of Xiaomi will be a coupe with a sliding back design. The front of the car is long, which is obviously different from people’s impression of pure electric vehicles. The new car is expected to have a closed front end design to further optimize its aerodynamic performance. In addition, although the car body is covered with thick camouflage, it can still be seen that the car is equipped with lidar equipment. In terms of vehicle parameters, previously, some bloggers exposed the battery pack information suspected of Xiaomi car nameplate on the platform.

From the exposure information, it is suspected that the battery pack parameters of the nameplate of Xiaomi automobile have a rated voltage of 726.7V, a rated capacity of 139Ah, a battery pack capacity of 101kWh, and a weight of 642kg. It is inferred that the first model of Xiaomi is likely to support 800V high-voltage fast charging.

Judging from the current price of vehicles with batteries with a capacity of more than 100kWh, for example, the price of the 100kWh version of Weilai ES6 is close to 400,000 yuan, and the price of the 100kWh version of Krypton 001 is 300,000 yuan.Yuan Dynasty (1206-1368)Above.

From the perspective of battery cost, it also determines that the pricing of Xiaomi car will not be too low.

According to the interface news quoted from Leopard Change, the models of Xiaomi coupe to be listed next year are divided into high-end version and low-end version. The high-end version is tentatively priced at 299,000 yuan and the low-end version is tentatively priced at 199,000 yuan.

However, according to the interface news report, Xiaomi insiders said that Xiaomi may make corresponding price adjustments according to market conditions next year, and this price may not be the final pricing.

02

Production is just around the corner, and more than 100 people apply for a single day.

According to the previous plan, Xiaomi Automobile Factory will be built in two phases. The first phase covers an area of nearly 720,000 square meters. It will be started in April 2022 and completed in June 2023. The second phase is planned to start in 2024 and be completed in 2025. Among them, the first phase includes four factories with an annual production capacity of 150,000 vehicles.

Among them, the No.1 workshop, which is divided into punching, welding and coating power batteries, to No.4 workshop and test building, has an annual production capacity of 150,000 vehicles, and the relevant workshops have passed the acceptance on June 12. According to the observation of the First Financial Reporter, the factories marked with serial numbers from 1 to 4 are patchy, and employees near the factory told reporters that the internal automobile factory has been in operation for a long time.

On August 23rd, the bidding and tendering trading system of Beijing’s engineering construction showed that the bidding announcement of Huanjing Road (Nanjie-Xinsi Road in Xinnan District) and municipal engineering (survey) supporting Xiaomi Intelligent Manufacturing Industrial Base Project (Phase I) in Beijing Yizhuang New Town was released. The start of bidding for supporting roads indicates that the first phase of Xiaomi Factory has entered the final stage of completion.

With the approach of the overall completion of the first phase of the factory, the recruitment of Xiaomi Automobile and related R&D facilities have been carried out simultaneously.

According to the interface news report, at present, the Yizhuang factory of Xiaomi Automobile is recruiting workshop workers on a large scale, with a recruitment scale of about 100 people, with an average salary of 6,000 yuan to 7,000 yuan, and the working hours are 8 hours a day, with weekends off and ready to join.

The supplier who provides recruitment services for Xiaomi Automobile Factory revealed to the interface news that Xiaomi Automobile Factory has very strict recruitment standards for regular employees and has no relevant experience. The probability of successful application is very small, and even some workers who have worked in Mercedes-Benz, Tesla and other manufacturers will be eliminated because of insufficient preparation during the interview.

In addition, the age of most positions is limited to under 28 years old, and the minimum education requirement is secondary school or above, and the requirements can be relaxed appropriately for those with strong ability.

At the same time, the supplier also said that this round of recruitment is only for Xiaomi Automobile to prepare for mass production in the early stage. By the end of the year or early next year, Xiaomi Automobile will usher in a larger-scale recruitment. By then, the working hours and rest system of Xiaomi Automobile Factory will also be adjusted accordingly.

According to Cailian News Agency, according to a list of applicants provided by the security guard of "North Gate 1" of Xiaomi Automobile Factory, the positions include operators, repairmen, maintenance workers, logistics engineers and interns, among which interns account for more than 60%, and the number of people in a single day is 124. According to an applicant waiting to enter the factory, there are many people recruiting in the assembly workshop and painting workshop. In addition to the positions on the list, there are also quality-related positions. "Testing, quality inspection and equipment maintenance are also being recruited. Generally, the minimum (education) must be vocational high school or college or above."

An investor in the automobile industry told the First Financial Reporter that although the pattern of the new energy automobile industry is initially set, the market space is large enough, and the arrival time is not a decisive factor. Xiaomi Automobile can follow the advantages in the field of mobile phone supply chain, control the cost of the whole vehicle, focus on innovative technologies, and focus on competitive models with price and technical advantages.

03

New forces build cars to speed up shuffling

According to the data released by China Automobile Industry Association (hereinafter referred to as China Automobile Association), in the first half of the year, IAutomobile production and sales reached 3.788 million and 3.747 million respectively, up by 42.4% and 44.1% respectively, with a market share of 28.3%. On July 13th, Chen Shihua, Deputy Secretary-General of China Automobile Association, said at the theme forum of "Innovation for Innovation and Creating a New Highland for China’s Automobile Modernization Development" that in the first half of this year, new energy vehicles maintained a relatively fast growth rate. Overall, it is estimated that the sales volume of new energy vehicles in China will reach 9 million in the whole year.

However, with the intensification of competition in the automobile market, the strong are stronger and the weak are accelerated to be eliminated. For China automobile market, this year is destined to be an unsettled year full of variables and challenges.

In the first half of the year, a number of new power companies have stopped working. On July 5, Singularity Auto officially declared bankruptcy; On June 29, Freeman Shen, chairman of Weimar Automobile, was listed as a untrustworthy person and was restricted from high consumption; On June 16th, Sky Auto was listed as an executor of dishonesty by Cixi People’s Court for violating the property reporting system. On June 14th, two companies related to Baiteng-Nanjing Zhixing New Energy Vehicle Technology Development Co., Ltd. and Nanjing Zhixing Electric Vehicle Co., Ltd. filed for bankruptcy; In addition, Aichi Automobile, Baoneng Automobile and Evergrande Automobile have also been repeatedly exploded, resulting in suspension of production and arrears of wages.

Cao Guangping, an independent researcher of New Energy and Intelligent Network, told China Automotive News that in recent years, China’s new energy automobile industry has experienced recession, epidemic and cruel market competition, especially after the baptism of price war, some automobile enterprises have fallen behind, which is normal.

The reasons are different: one is that it is difficult to get rid of subsidy dependence, the other is the lack of innovation mechanism and technology, or there are problems in the internal and external environment of enterprise operation, and it is difficult to mass-produce products or the lack of strategic resources such as financial and material resources.

At the beginning of this year, Tesla Model 3 and Model Y set off a price war that spread from the new energy vehicle market to the fuel vehicle market with the largest price reduction in history. Now, the price war in the first half of the year has just died down, and the price war in the second half of the year has started again. At present, more than ten car companies have announced new price adjustment strategies. In addition to Tesla, which has repeatedly announced price adjustments, it also includes head car companies such as SAIC Volkswagen and FAW-Volkswagen, and the market competition has once again reached a white-hot stage.

On September 1st, Tesla China announced that the new Model 3 was officially opened for pre-sale. On the same day, Tesla also offered a big price reduction measure. The price of high-end Model S Model S and Model X is lowered, and the price of Tesla Model S and Model X is lowered by 110,000 to 220,000 yuan.

Deng Chenghao, CEO of Deep Blue Auto, said that the current competition stage is no longer relying on one or two explosive cars to survive. Enterprises need continuous cash flow and cash reserves that can be used for market competition, and they are fighting for the overall operational efficiency, quality, scale, system capacity, etc.;Wang Chuanfu, chairman of the board of directors, bluntly said that enterprises must first have core technology to win. The transformation of new energy vehicles is a technological revolution, and enterprises with core technologies can survive. If they are simply assembled, the probability of survival is very small; Li Xiang, CEO of LI, said bluntly: "In the three-year knockout of smart electric vehicles (2023-2025), the three comprehensive capabilities of technical product delivery are rolled into the dead, and the barrel theory is indispensable."

At the moment when smart phones completely replace traditional mobile phones, smart cars are bringing new impacts to traditional cars. Nowadays, traditional automobile enterprises have also made efforts in the fields of intelligence and electrification, and the market competition has become increasingly fierce.

Source | Business School magazine is integrated fromCBN, Cailian, Interface News, shanghai securities news, China Auto News, NBD Auto, China Newsweek.

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