"Hello everyone, this is the official Douyin live broadcast room of Hunan Expressway's Fudao Xiaoxiang'. This is the Changsha West Toll Station of Hunan Changyi Expressway. Friends in the live broadcast room can leave any questions in the comment area." On the afternoon of Novemb

"Hello everyone, this is the official Douyin live broadcast room of Hunan Expressway's Fudao Xiaoxiang'. This is the Changsha West Toll Station of Hunan Changyi Expressway. Friends in the live broadcast room can leave any questions in the comment area." November 8 At 2 o'clock in the afternoon, at the No. 5 booth at the expressway entrance of Changsha West Toll Station, anchor Tang Meiling was tapping the keyboard quickly to issue cards for passing vehicles while saying hello to everyone on the screen of her mobile phone. The assistant broadcaster Long Guo next to her also stared at the mobile phone screen, and occasionally handed Tang Meiling small notes answering netizens' questions.

They are all staff at high-speed toll stations. Some are ordinary toll collectors and toll monitors, and some are station management staff and inspectors. They can "transform" into live broadcast personnel of the new media team. In more than half a year, this small live broadcast team composed of 6 people has achieved good results, and can be called the "Heavenly Team" of Hunan Expressway Group Company's toll station live broadcast. How did they do it, and how did they discover the traffic password. Today, the reporter will take you closer to this six-member live broadcast group.

It was the first time to try a live broadcast. Two female toll collectors held up their mobile phones and broadcast for two hours. After the end, "everyone was numb"

In the office of Hu Ke, the head of the Changsha West Toll Station, the reporter met the anchors Tang Meiling and Zhang Juan, brand communicator Long Guo and Luo Jin who is mainly responsible for post-production. They wear toll station uniforms, no different from the toll collection staff we usually see.

As the "west gate" to northwestern Hunan, the Changsha West Toll Station of the Changyi Expressway is currently the toll station with the largest traffic volume in Hunan Province, with an average daily traffic volume of 58,000 vehicles, and the historical peak traffic volume in a single day. It has exceeded 100,000 units and can be called the "traffic king".

"In addition to heavy traffic flow, what other hard-core measures can we take for brand building?" Hu Ke has been thinking. In 2024, Hunan Changyi Expressway Co., Ltd. was included as a participating unit in the "new" action of Hunan Expressway Group's brand building, and Changsha West Toll Station was selected as the main site for brand building. During the exploration and practice of participating in the group's live broadcast, everyone discovered a new breakthrough, which is to feature "immersive live broadcast in a toll booth" and use public attention as a self-driving force to improve service quality and promote brand building to stand out.

So, before the Spring Festival this year, they tried their first live broadcast. Toll collectors Zhang Juan and Huang Juan became the first batch of people to "eat crabs". "I still remember it was from 9 a.m. to 11 a.m. on February 9. That night was New Year's Eve. During the day, many people were rushing home, and there was a lot of traffic." Zhang Juan said that they were using their own Live broadcast on mobile phone, borrowed a selfie stick, and broadcast live on the Douyin account of "Changsha West Toll Station".

Zhang Juan said that the two of them took turns holding up their mobile phones to shoot inside the station, filming the traffic flow at the entrance of the toll station, and answering questions from netizens in the comment area. "Although I didn't show my face for the first time, I had to speak and answer questions from netizens and introduce the traffic situation at that time. I was very nervous." The weather was very cold and windy that day, and the selfie stick couldn't hold up the phone, so they had to use They were holding mobile phones in their hands, and for the convenience of operation, the two of them were not allowed to wear gloves. After the two-hour live broadcast, Zhang Juan said she was numb. On the day of

, the maximum number of people online in the live broadcast room was 20,000. Although the data was encouraging, the first live broadcast still left a bad impression on Zhang Juan, and she was even a little aggrieved. "We really don't have much experience, and it's our first time trying it. There are many areas for improvement." Zhang Juan said that the more people in the live broadcast room at that time, the more nervous they became. For non-professional anchors, their Mandarin is not up to par, and they don’t have the professional speaking skills. Some netizens directly said in the comment area, “Do you know how to do it?” Xin's comments made them both feel aggrieved and sad.

The surprise of the first success, 2.08 million traffic, the small booth was crowded with

. But these comments also made them more clearly aware of their problems and shortcomings, summed up experience, reviewed... found problems and proposed solutions way. In addition to some sharp accusations, they also gained something."Indeed, many people will ask in the live broadcast room which expressway is not blocked, whether it is possible to travel now, whether it is free during holidays and the free time, etc., and even netizens from other provinces also come to pay attention and ask questions." Faced with netizens They sincerely ask questions, and they work hard to answer them. When they encounter problems that are not related to their toll booths, they will try their best to seek help from professionals and give answers.

Hu Ke felt that short videos and live broadcasts had great potential, so they launched an "audition" on the entire site. 113 people on the site could voluntarily sign up. After many trials, 6 people were finally selected as the main members of the live broadcast team. Tang Meiling, Zhang Juan, Yao Xueqian, and Yang Jun are the anchors, Long Guo is the brand communicator, and Luo Jin is responsible for filming, editing and production and other post-production work. After

tried live broadcasting for a few more times, they gradually found some methods and approaches. If your Mandarin is not standard, then correct and practice it word by word; if your expressions and gestures are stiff, then practice it over and over in front of the mirror; go to other live broadcast rooms to watch other people's live broadcasts, especially live broadcasts and short videos on highways in other cities across the country Watch videos to learn and learn from them; start collecting the most frequently asked questions from netizens and sort out the answers. The content and methods of

live broadcasts are also constantly being tried and changed, such as shooting at the entrance lane, immersive card issuance live broadcasts in the booths, volunteer activity live broadcasts, etc., and short videos that answer questions and promote high-speed travel content are also shot daily.

As a result, the 6-person team grew rapidly through constant attempts and polishing. On May 30, June 4 and June 7, they conducted three consecutive live broadcasts before the Dragon Boat Festival in the "Fu Dao Xiaoxiang" Douyin live broadcast room. The first two were trial broadcasts due to insufficient time. On June 7 It was the "first show" in the true sense. They achieved 641,000 views in that live broadcast, which was a "big victory" in the first battle.

Before the live broadcast, the entire staff of the site was preparing for the live broadcast. Tang Meiling was the anchor of the first show. She remembered that except for her sitting in the toll collector's seat, there were five or six people crowded in booth No. 5 at the entrance. Yao Xueqian helped her arrange her makeup and clothes; Luo Jin helped adjust the fill light. , test microphones, etc.; Long Guo and Zhang Juan helped print the questions they usually collected into small notes; there were about a dozen colleagues sitting in the conference room, everyone was waiting for the live broadcast to start, and they could like and comment at any time. After the live broadcast of

started, the calm and majestic Mei Ling appeared in the camera. She skillfully issued cards to the passing passengers and said "Hello, welcome to Hunan Expressway" and "Please take the card and wish you a safe journey." "Blessing. Taking advantage of the short gap when there was no traffic, she greeted netizens in the live broadcast room and answered various questions they raised. Although the guard box was crowded with people, except for the voice of the anchor, everyone else was silent. Some of them were squatting, and some were standing crowded together. They all relied on their eyes, gestures and small notes to communicate, for fear of any unexpected situation. , need to be solved at any time.

Relying on everyone’s meticulous preparation and the tacit and flexible cooperation on site, this live broadcast before the Dragon Boat Festival received 641,000 views, and the live broadcast team also began to obtain the traffic password. Slowly, they started live broadcasting on a regular basis, with up to three live broadcasts a week on the Douyin accounts of "Fu Dao Xiaoxiang" and "Changsha West Toll Station". Until the one on the afternoon of August 2, the live broadcast was even more The traffic reached a new height of 2.08 million.

"We just want to do better"

After gaining some experience and achievements, the live broadcast also gained a wave of "loyal fans".Some netizens asked to see the anchor's "crazy card issuance" operation, and they responded to the arrangement. Sure enough, on Friday afternoon, netizens saw Tang Meiling smiling in the booth while quickly tapping the keyboard to issue cards. Many netizens One commenter said, "I was stunned by the anchor's smooth operation." Some netizens asked curiously, "How many times do you say those repeated greetings every day?"

Tang Meiling said, as many cars as you pass, you have to say them. "Each toll collector makes about 1,500-1,800 greetings every day!" Faced with the concern and love from netizens, Tang Meiling also feels that this is a kind of encouragement and motivation for herself. Sometimes drivers drive by, When they see her, they will say in surprise, "I have watched your live broadcast, beautiful anchor"; some people will also ask in the live broadcast room, "Can I give you a high-five next time I pass the toll booth?".

There are also many enthusiastic netizens who will say in the comments, "Beautiful anchor, have you found a partner?" "Can I come and bring you some food?"

"Doing new media live broadcasts has indeed taught us a lot of new things. It also allows more people to see the behind-the-scenes work of our expressway people and let everyone know us better. Now you can see our Douyin live broadcast posters on the big screen at the Changsha West Toll Station, which makes us very happy. There is a sense of accomplishment!" Luo Jin said.

Because toll collectors work in three shifts, they have to sacrifice their rest time to do new media live broadcasts after doing their own jobs. "I can only do the work for the family members, and I also have to apologize seriously to the children." Luo Jin said that the support and understanding of his family also gave him a lot of encouragement.

After more than half a year of exploration and practice, as of October 31, Changsha West Toll Station had broadcast a total of 50 live broadcasts, garnering 21.611 million traffic and 23,593 new fans. This is both a report card of the past and a cornerstone of the future. Live broadcast is like a "double-edged sword". How to make good use of and fully activate its potential to achieve sustainable, normalized, and high-quality development has tested the wisdom and organizational capabilities of the grassroots. The deer behind the anchor in the

live broadcast booth means "a glowing deer". This is the "street light" brand IP image formed by Hunan Expressway Group through continuous optimization and refinement since it launched the "street light" brand service in 2023. "There are no street lights on expressways, but every expressway rider is a streetlight." Escorting drivers and friends to travel safely and creating a "safe, comfortable and beautiful" traffic environment is the original mission of every expressway rider.

The person in charge of the Party and Mass Work Department of Changyi Expressway Company said, “We are currently using the Changsha West Toll Station as a pilot project, and may also promote it to other toll stations in the future, using short videos or live broadcasts to show everyone The working appearance of other high-speed positions such as inspection, maintenance, and road construction will show you more about the style and services of each 'street light' of Hunan Expressway."

It is reported that Hunan Expressway Group has formed public accounts, Douyin, and videos. The four-in-one new media matrix of Weibo and Weibo. As the leading account in the domestic transportation industry, the "Fudao Xiaoxiang" Douyin account is an online service window carefully created by Hunan Expressway Group. It is committed to broadening the service boundaries and optimizing the online service experience of expressways through cutting-edge communication technology.

Deng Xiaojing, deputy secretary of the Party Committee of Hunan Expressway Group, said: "In recent years, Hunan Expressway Group has faced development problems head-on in the process of high-quality development, using smooth online channels as a useful supplement for communicating with the masses, and Douyin live broadcast is a cohesion to improve service quality. An epitome of the development of synergy, it is also the latest attempt by Hunan Expressway Group to deepen the "streetlight" brand effect in the cultural communication of "keeping creation". The problem list has been transformed into an action list, achieving the goals of optimizing service, improving efficiency, and building image.”

Xiaoxiang Morning News reporter Li Tang