Xinhua News Agency, Tianjin, November 9 (Reporters Sui Fuyi and Song Rui) The camera was set up and the lights were in place. "Hello everyone, welcome to our live broadcast room." Anchor Douzi greeted netizens warmly as always. What is different from usual is that today’s live br

Xinhua News Agency, Tianjin, November 9 (Reporters Sui Fuyi and Song Rui) The camera was set up and the lights were in place. "Hello everyone, welcome to our live broadcast room." Anchor Douzi greeted netizens warmly as always. What is different from usual is that today’s live broadcast room was moved directly into the warehouse of the source factory. "Such a change not only brings a sense of freshness to the audience, but also makes the product display more real and intuitive," Douzi said.

Douzi is a product anchor under Haihe mcn and has been in the industry for 4 years. Talking about his understanding of the live broadcast industry, Douzi expressed concisely: "There will be certain popular live broadcast methods at different times, but they may soon be replaced by new trends, so the live broadcast room is required to constantly innovate." Douzi will not only expand the live broadcast locations For more scenes, she often invites guests from various industries and local internet celebrities to participate in the live broadcast, bringing more fresh content to the live broadcast room.

anchor Naotao also feels the same way. He said: "Competition in the live broadcast industry is fierce now. If the 'new generation' anchor wants to gain attention, he must have a skill and high overall quality, including good communication skills, adaptability, knowledge reserves, etc., and constantly improve The attraction of the live broadcast room. "

Douzi (first from the right) broadcast live at the "Tianjin E-commerce Festival". Xinhua News Agency published

Haihe mcn, founded by Haihe Media, is committed to recommending Tianjin's high-quality products and excellent brands to netizens across the country and promoting the high-quality development of Tianjin's cultural tourism industry. "Live streaming can not only make money by selling goods, but also a way to showcase local characteristics and brand charm." Douzi said, Guifaxiang, Haiou Watch, Yangliuqing, Goubuli, Laomeihua, Xianghe Pastry Shop, Lutaichun, etc. Many time-honored brands in Tianjin are regular visitors to our live broadcast room. In the "Tianjin E-commerce Festival" held for two consecutive years, major brands in Tianjin have also come up with big promotions and benefits to show the strength of "Tianjin products" to consumers across the country.

Not long ago, when Douzi was live streaming a seat product, he met an elderly person who came for consultation. Douzi patiently listened to the elderly’s needs and recommended suitable seats. "The sense of accomplishment brought by helping different netizens find suitable products is indescribable." Douzi said with emotion.

After engaging in the live broadcast industry, Taotao clearly felt that his responsibilities were getting heavier and heavier. "Before I started this career, I was a 'little transparent' in life, but as more people know me, I need to be responsible for my words and deeds, public image and influence, and fulfill my social responsibilities at work."

According to iResearch estimates that China’s live streaming e-commerce market will reach 4.9 trillion yuan in 2023, with a year-on-year growth rate of 35.2%. Although the industry growth rate has declined compared to the early stages of industry development, judging from market performance, the industry is still releasing growth signals.

anchor carries goods in the old Meihua live broadcast base. Photo by Xinhua News Agency reporter Sun Fanyue

As a maturing sales method, live streaming is becoming more and more familiar and accustomed. Star map data shows that as of October 30, the cumulative sales of the entire "Double Eleven" in 2024 reached 845 billion yuan. Among them, comprehensive e-commerce accounts for 80.3%, and live broadcast e-commerce accounts for 19.7%.

"As the live broadcast e-commerce industry becomes increasingly mature, the rules of major platforms are becoming more and more detailed and clear. The standardization level of the entire industry is constantly improving, and higher requirements are also put forward for anchors." Douzi said.

Huang Ran is currently engaged in the live streaming industry in Hangzhou and has been in the industry for three years. He deeply understands that the rules of live broadcast platforms are becoming more and more strict. "There are requirements for the terms of delivery and interaction during the live broadcast. Once you speak inappropriately during the live broadcast, not only your account may be blocked, but it may even trigger negative public opinion and have a more far-reaching impact."

said: "Live to The key is to keep learning and constantly improving yourself. For those industries or categories that are not familiar with, anchors need to do their homework in advance so that they can be used flexibly in the live broadcast process."

A few days ago, the "New Career Development Report for Online Anchors" released by the Online Performance (Live Broadcasting) Branch of the China Performance Industry Association and others showed that as of December 2023, 15.08 million people regard online anchors as their main business. It is expected that by 2025, my country's live broadcast The talent gap in the industry is 19.415 million people.

"Haihe mcn has signed many post-2000 anchors. They are full of energy and active thinking. The live broadcast industry has become a big stage for many young people to show themselves and realize their dreams. " Douzi said.

Huang Ran said: "Being in the live broadcast industry requires us to constantly learn new knowledge, understand the characteristics and market demand of various products, and accurately grasp consumer preferences, so as to maintain competitiveness. During the live broadcast, we are constantly improving our adaptability, which is a valuable experience for us personally.

Coordinators: Cao Jianli, Shao Xiangyun, Mao Zhenhua

Reporters: Sui Fuyi, Song Rui

Poster: Intern Gao Chang