Once upon a time, being an anchor was a vaguely defined profession, but on July 6 of this year, the Ministry of Human Resources and Social Affairs jointly announced 9 new occupations to the public, and internet marketers ranked among them. A job category such as a “live streaming salesperson” was added to this occupation. It is the official job title of “e-commerce anchor” and “influencer delivering goods” that people are familiar with.
The attention that anchors receive at the national level is also related to the development prospects of this industry. According to data from Ai Media Consulting, China's live streaming market reached 430 billion yuan in 2019. In 2020, the physical sales industry was more or less affected by the epidemic, but there was explosive growth in live streaming. The market size is expected to exceed 900 billion yuan. Compared with 2019, the market growth rate will reach 209%. Live streaming has become a new racetrack for major e-commerce platforms to compete for market share.
In this context, e-commerce giantsSuning TescoTo review the current situation, the “Next is My Star Anchor Offer Contest” was held in collaboration with the short video platform Douyin. The host of the live broadcast was Jia Nailiang, Zhang Yixing, Guan Xiaotong, Jiang Shuying, Ou Hao, Yuan Hong, Zhang Xinyi, Peng Yuchang, and Jia Bing, and nine stars to recruit team members from all over the country. The purpose of the competition is to tap the potential of trainees, empowered by Suning Tesco and star mentors in both directions, and train star students.
Currently, the next one is China's Top 500, which has been officially announced. Late September is the first round of promotion. The top 100 anchors will be selected. Mid-October will compete for the top 30 anchors. Group Night is tentatively scheduled for November 1. In the end, nine powerful anchors will make their debut.
At the Yangcheng Lake hairy crab fishing festival just now, my anchor trainee Xiaoming followed Suning Tesco to the opening of the lake and taking everyone to enjoy the crab watching the lake and the autumn fragrance. Although he is only a trainee, he is very experienced in talking and laughing during the live broadcast.
Looking at it now, Suning Tesco has fully understood the essence of live streaming delivery. In the Suning Tesco layout, live streaming is divided into two categories: “people” and “goods.” “Person” refers to the anchor who brings the goods. A talkative anchor can quickly display the selling points of the product, attract more potential consumers to watch the live broadcast, increase the exposure of the product, and indirectly promote consumption; “goods” refers to supply chain capabilities.
Live streaming that simply sells the anchor and ignores the price and service won't go far. Suning Tesco has been deeply involved in the supply chain for many years and has a complete system. Looking at it now, they are people who lack goods. Through this “Next is My Star Anchor Offer Contest,” it is indeed possible to find suitable candidates. Among the many potential anchors, who do you think will join the group?