The agglomeration effect of live broadcast e-commerce industry appears to stimulate the transformation and upgrading of regional economy

According to business big data monitoring, in the first 10 months of 2023, my country’s live broadcast sales exceeded 2.2 trillion yuan, a year-on-year increase of 58.9%, accounting for 18.1% of online retail sales, driving online zero growth by 7.5 percentage points.

Ouyang Rihui, deputy director of the China Internet Economic Research Institute at the Central University of Finance and Economics, said that live streaming has played a positive role in promoting economic and regional development, stimulating consumption, and promoting employment. From a local level, live streaming is closely linked to many keywords, which is the main reason why local governments support “live streaming”.

In recent years, in order to promote the standardized and healthy development of the live streaming industry and promote the connection between production and marketing, various departments in our country have introduced a series of policies. For example, the “Notice on Organizing and Carrying out National Cultural and Tourism Consumption Season Activities” issued by the State Council in 2023 mentioned , support local and relevant institutions to organize special activities such as online broadcasts, immersive performances, art exhibitions, red tourism, intangible cultural heritage experiences, live broadcasts, national styles and trends, hot springs, ice and snow, interactive experiences, etc.

The reporter noticed that in the past 2023, cities such as Beijing, Suzhou, Shenzhen, and Guangzhou actively responded to the call and successively issued a series of policies to promote the development of the live streaming industry. For example, Beijing issued the “Notice on Printing and Distributing the Work Plan for Improving Digital Consumption Level in Beijing” mentioned that time-honored brands and new consumer brands will be supported to carry out special live broadcast activities such as live broadcasts, new product launches, and first store openings, and use the live broadcast economy to promote “Beijing” Brand IP” to create an all-element live broadcast e-commerce industry cluster ecosystem of “people, goods and venues”.

For another example, Guangzhou, a city that has been given the title of “Trade Capital”, is gradually demonstrating its unique advantages and urgent needs for the development of live broadcast e-commerce. Since 2020, Guangzhou has continued to make efforts in the live streaming industry, and has now shown a thriving situation of “live streaming promoting employment and promoting growth”, and is regarded as the “Guangzhou sample” in the field of live streaming.

Industry analysts said that if the “Guangzhou sample” is disassembled, it will be found that it is a “stable triangle.” On one side, the Guangzhou Municipal Government encourages live streaming through policies, activities, and live streaming bases; on the other hand, Guangzhou merchants actively embrace live streaming and use live streaming to tell Guangzhou brand stories; and on the other side, short video live broadcasts The platform brings together a large number of Guangzhou merchants and anchors, and through a series of support such as operations, training, and traffic, it has developed a deterministic growth methodology for merchants. The solid combination of the three makes live streaming become Guangzhou’s new city card.

The strong live broadcast atmosphere has further improved the live broadcast awareness and live broadcast delivery capabilities of traditional merchants. The “Short Video Live Broadcast Ecosystem Spawns New Occupations and Promotes High-Quality and Full Employment Report” released by the China Academy of Personnel Sciences of the Ministry of Human Resources and Social Security shows that, taking the Kuaishou platform as an example, the short video live broadcast ecosystem has nurtured and given birth to 174 new professions, among which live broadcast leads The goods will directly create 30 new occupations.

Charity In China reported , all right reserved