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)
