This article comes from the WeChat public account:There is a university (ID: youjian-university), author: small new students, from the title figure: vision China
Today, the e-commerce anchor was finally recognized by the “Internet marketer” of the Ministry of Human Resources and Social Sciences, and also hit the Weibo search list in one fell swoop.
The discussion and controversy surrounding the live broadcast of the goods in the comments have never ceased–
Why do some people graduate three years earlier than me, but their monthly income is three digits higher than me?
You can easily create tens of millions of sales records by chatting with the stars and bringing goods?
After the same 90s, why do people already buy a luxury house with their strength, and I am still struggling, still not chopping, but still not entering the live broadcast room.
The live broadcast begins, and you never know if you can get out empty-handed from the broadcast room.
At the end of the live broadcast, no one can replicate the success of the “Head Anchor”, and even “Papa Ma” is willing to take the lead.
More spotlights are shining on this field. For a time, “All people are anchors and everything can be broadcast.” The horn of all people bringing goods sounded, the live broadcast room became a star tea party, and the goods yard was turned into a half reality show.
Open all kinds of video software, someone will always knock on the table while “Oh my god!” and tell the audience, “The lowest price in the whole network, only in our live broadcast room!” Reminiscent of being exaggerated TV 20 years ago Fear of advertising dominance.
More and more people set up selfie sticks and squeeze into the studio, wanting to divide up the trillion-dollar diamond cake “live with goods”, only to realize that the threshold is not low.
1. Without a degree, you really can’t be an anchor
Don’t think that you have angel faces, the devil’s lips can be a good anchor. There is no professional skills and academic qualifications for live broadcasting. You may not even get a qualification certificate.
I used to think that bringing a cargo anchor is a very low threshold, a high ceiling, and a career that anyone can do, until I read the “Specifications for Training and Evaluation of Live E-commerce Talents” published by Zhejiang Province (hereinafter referred to as the “standard”), only to realize that there is a professional title called “live e-commerce division”, and they can still be rated?
According to the standards of the “Regulations”, “Taobao, one brother and one sister” Li Jiaqi and Wei Ya have only been engaged in live broadcasting for four years, and can at most get a certificate of “intermediate live broadcast e-commerce division”.
First of all, you must have a college degree or above, at least two years of continuous practice, and you must combine the basics of e-commerce, practical skills, and professional ethics to complete the assessment, before you can hold a certificate.
Picture/MOMO “2019 Anchor Profession Report”
Statistical data shows that the younger the younger, the higher the educational level of the anchor, the more likely it is to earn a high income.
According to BOSS’s direct release of the “Report on Talents for Live Broadcasting in the First Half of 2020”, there are currently more than 30% of the broadcasters’ qualifications on the Internet are technical secondary schools and below, which means that if this “standard” is promoted nationwide There are many anchors who cannot successfully obtain qualification recognition.
Do you know what kind of talent is needed to run a live broadcast team? Now I want to rely on the anchor to hit the world, which is really naive.
Photo/@酷燃视频
Li Jiaqi revealed in the “Dialogue” broadcast on CCTV Finance on June 6, In order to better select products, he created a quality inspection team, all members are graduate students and above< /strong>, including professionals doing food research and chemical testing.
Photo/@凤凰网金融
Weiya’s live room was exposed, and the dozens of squares of space were filled with staff, and each was waiting for it.
What if the anchor has something? You must have an assistant who can also mobilize emotions and guide fans to the top.
The planning before the live broadcast will be based on the anchor set, analyze the fan attributes and write the live script.
The field control is responsible for the rhythm of the live broadcast of the entire live product, the release of preferential information, the red envelope announcement and so on.
The entire live event operation and product operation need to reconcile the needs of the platform and the commodity side, and complete a large amount of data analysis and strategic planning.
These jobs have really high requirements for the network economy, consumer psychology, Internet technology, and comprehensive ability to analyze and make decisions.
If it is stated that the star anchor has become popular with live streaming, then now online shipping has become a star industry, and more live broadcast merchants are madly pouring into this dreaming environment.
2. How long can this major be sought after?
Picture/Zhilian Recruitment
Due to the impact of the epidemic, this year’s graduates ridiculed that finding a job was too difficult, or became the “most miserable student.”
But for webcasts, the epidemic is another driving force. The anchors were kept at home to have more creative time, and consumers gradually adapted to the new situation of online live broadcast.
In the face of sales pressure, merchants have also turned brand marketing into tangible online promotion.
For a time, live-streaming professionals have become the most sought-after resources in the e-commerce field.
A student from a vocational college in Tengchong, Yunnan, successfully achieved 100% employment before the Spring Recruitment. According to reports, the graduates of the school’s Taobao live broadcast major have all signed the employment agreement, and will soon enter the official live broadcast work field as the “Taobao anchor” of the class.
Li Jiaqi, who is a “lip brother”, hacked a Kangzhuang Avenue by live broadcast, and finally in June as the first batch of special talent introduction list in 2020 The first person to settle in Shanghai Chongming.
Whether it’s setting up an academy, offering courses, or giving more incentives to careers, these recognitions are a good recognition for e-commerce anchors.
But on the other hand, it also happened to reflect the new e-commerce live broadcastThe development of the industry is savage, and there must be some mixed content. The current supervision and regulations are still not enough.
Li Jiaqi revealed in an interview that they will step on some of the thunders in the form of live broadcast display, and they have suffered a lot because of the “live rollover”.
tu/teng fish
Whether it is a newcomer or a veteran of live broadcast, “turning over”, this seems to be a hurdle that every e-commerce anchor does not want to see, but is always tripped.
Dong Mingzhu responded to the video of the live show’s first show, stuttering. p>
Dong Mingzhu, a newcomer, once went on a hot search because of the technical failure of the live broadcast. In her first live broadcast, Caton produced a “ghost animal” effect, which was mocked by the live broadcast room and the entire network. And her own experience is not good, Dong Mingzhu responded the next day that “the equipment is always stuck, it is unpleasant.”
Experienced anchors rarely roll over in technical links, which may benefit from their proficiency in live broadcasting. But even the experienced head anchors Li Jiaqi and Wei Ya inevitably have various rollover accidents.
Tengyu just counted the “famous” rollover scenes of the three leading anchors Luo Yonghao, Li Jiaqi, and Wei Ya. They were in the selection, product introduction and product functions.To show these three links, the number of rollovers is not rare.
No matter how sorry the anchor is afterwards, the “sticky everywhere” non-stick pan, withered flowers, and spoiled fresh products, whatever is mentioned, all pin live broadcast goods on the shame column of “inferior quality” thing.
This not only makes consumers feel chilled, but even causes the entire public opinion environment to question the quality control of net red belt goods.
However, the demand for talent in the live broadcast industry is still increasing. Since February this year, the number of new anchors stationed on Taobao Live has increased by 10 times compared with the same period last month.
However, obtaining professional recognition is one thing. Huge peer competition, complex platform rules, and whether the ratio of investment to salary is appropriate. This is another thing these anchors should consider.
Picture/Zhilian Recruitment
According to Zhilian Recruitment’s “Spring 2020 Live Broadcast Industry Talent Report”, Taobao’s demand for live broadcast talent has soared after the Spring Festival, and the average monthly income of Taobao e-commerce anchors has increased to 9,845 yuan, and this number continues increase.
The current anchor mainly focuses on self-exploration and other career transformations, and relatively lacks systematic vocational skills training. This makes the live streaming of e-commerce that has no guarantee of quality even more awkward.
>
On the one hand, the crazy development of the e-commerce live broadcast industry has driven economic development and increased employment opportunities. On the one hand, the quality of the current anchors with goods varies, and frequent mistakes in the live broadcast will inevitably affect the industry’s criticism and destroy the orderly development of the economy.
This is why the platform is willing to recruit professional live talent in advance in universities in Yiwu, Zhuji and other places where the industrial belt is clustered.
After all, the market demand is so great, and the industry standards will become more and more strict in the future. You can no longer just look at your face or slap your eyes when doing e-commerce live streaming.
Walking live broadcast circles, you don’t understand e-commerce knowledge, don’t master a little marketing psychology, how can you be embarrassed to say that you are a professional “Internet marketer”?
3. Anchor with goods may not necessarily make money, but selling live courses can
For most young people who have left the school, the path of “being born in a science class” is not good. I don’t know if they are aiming at the training courses or the training courses are aimed at them. In short, the live broadcast courses have become hot on the Internet.
On the Internet, there is a popular saying that teaching others how to make money is the most profitable.
Picture/MOMO “2019 Anchor Profession Report”
The development of the Internet has made online education more and more mature. More people are willing to pay for knowledge, or more precisely, willing to pay for classes in order to realize the faster realization of knowledge.
The free live streaming courses published by merchants on some platforms promote those who are interested, and then sell the entire course worth thousands of dollars.
Promotion of the “Live Training Program” has become one of the new tricks. Picture/@绵州网警 Patrol and enforce the law
Training advertisements for “Shake Business” and “Taobao Live Broadcast” are flying all over the place, including educational packages and tiered charges. These prices usually range from tens to tens of thousands. If you go to the place where the influencers of the internet celebrities gather, you will probably run into people who take the initiative to talk to you on the street and sell you live courses. They are the so-called live training “mentors”.
But it’s worth the money, so let’s talk about it. I thought I bought a “flagship lesson” with after-sales for a large sum of money, and ended up using a few dollars of teaching material as the “low-end lesson”. Everyone is studying in the same group, watching the same tutorial, the master leads the door, and the practice depends on the individual.
If some people have doubts about the courses, they will not have much impact on them, because the sales of these courses may be “a big flicker at all.” If you are not determined, they may further use the introduction fee to encourage you to flicker more. Come to buy lessons.
You don’t even know that just a few months ago, the people who sold these courses may also be the little anchors who dreamed of coming here, but in the face of reality, they gradually became training practitioners and asked each student Charge a few hundred yuan in training fees.
They have long turned people’s desire for money and anxiety about dreams into their own wealth codes. As for what you can gain from the course, no one can guarantee it.
People are eager for one-night storms, and they are as crazy as the demand for training courses, whether it is public account operations, short video production, or any other field.
However, even if young people have excellent knowledge of e-commerce live broadcasting through self-study or training, they will not necessarily be able to play tricks when they become a cargo anchor.
Everyone rushed into this emerging industry for a while, just like 5000 anchors doing live broadcast in Yiwu, but most of them would flee again after they became popular overnight.
The liquidity in the live broadcast industry is too great, there is no shortage of newcomers, no anchor can always be young, but there will always be a younger anchor, and the company will naturally leave the energy to the next newcomer.
Most anchors eat a bowl of youth rice and fight a physical battle.
Weiya’s live broadcast assistant Qi Er, you need to fully understand the product before the live broadcast; after the live broadcast until 1 a.m., Qi Er will do the recheck of the day and the selection of the next day, often from 4 to 5 a.m. The company works overtime.
Live Streaming=One Live Streaming?
Li Jiaqi’s team recorded a live broadcast for 6 hours. After the live broadcast, he did not sleep and resumed selling data. The title of “Desperately Saburo” is not just a name.
For ordinary anchors, they have to broadcast live every day. They may not be able to broadcast live overnight, because the live broadcast can only increase fans. If you don’t broadcast, then the audience will naturally go to another live broadcast room. The number lost in the live broadcast is not only the number of people watching, but also the real income.
This fact is indeed a little bit worrying, but we are going to face and accept it.
When the tide rises, some people will try to pan for gold regardless of the underground sea, but after jumping down, most people don’t know whether it is sea water or floating bubbles that catch themselves.
References
[1] Lack of talent for live broadcast The first 40 graduates of Taobao live broadcast professional were booked out 2020.02 Economic Observation Network
[2] The nation’s first e-commerce live broadcast capability assessment standard has been developed and graduates of the live broadcast direction have been robbed 2020.05 Zhejiang News
[3]2019 anchor professional report 2020.01 MOMO
[4]Open the yellow cavity, report the wrong price… Luo Yonghao, Li Jiaqi, Wei Ya, how to break the live rollover 2020.05 red funnel
[5] Instructor shaking machine: the familiar taste of e-commerce live training at first glance 2020.03 Understand notes
[6] Anchor readme: How did I “cut leeks” by the training instructor? 2020.06 Sino-Singapore latitude and longitude
[7] 5000 anchors in Yiwu: 90% of people will flee 2020.05 after the overnight burst of popularity, Tencent News Prism Deep Web
This article comes from the WeChat public account:There is a university (ID: youjian-university), Written by: Fortunately, Editor: Qiu Pants, Typesetting: Young Brother