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On July 31, the Ministry of Human Resources and Social Security, together with the State Administration for Market Regulation and the National Bureau of Statistics, officially added network anchor as a new national occupation, marking the first time that the occupational identity of network anchor has been established in the "nationally determined occupational classification". The "Notice on Strengthening New Occupational Training" previously issued by the Ministry of Human Resources and Social Security pointed out that practitioners of new occupations can enjoy relevant policy benefits such as national vocational skills training subsidies and vocational skills appraisal subsidies, as well as policies related to the career development of high-skilled talents and professional and technical talents.

With the continuous integration of short video live streaming platforms and the real economy, platforms such as Kuaishou have provided ordinary people with large-scale employment opportunities and career choices. The "2023 Kuaishou Live Streaming Ecosystem Report" shows that Kuaishou's live streaming categories have reached 425, and the number of high-quality anchors has increased by more than 100 times. "Live Streaming +" has injected new vitality into all walks of life.

Fan Wei, a researcher at the Chinese Academy of Personnel Sciences, said that new occupations represent new employment growth points and still have great development potential and space. The timely announcement of new occupations by human resources and social security departments can enhance practitioners' sense of identity, belonging and gain, and promote the high-quality development of the talent team.

Internet anchors provide large-scale employment opportunities for ordinary people

The "Research Report on the Development of China's Internet Audiovisual Industry (2024)" shows that by December 2023, the total number of short video accounts on the Internet will reach 1.55 billion, and the number of professional anchors will reach 15.08 million. The Internet anchor has become a new national profession, which is not only a response to reality, but also conducive to the better development of this profession.

"Village Chuqi" (real name Huang Dongye) was born in a fishing village in Lianyungang City, Jiangsu Province in the 1980s. His family was very poor when he was a child, and he went out to work early. In 2018, he came into contact with Kuaishou and began to learn to use short videos to record his life. Later, he became an online anchor. After live e-commerce became popular, Chuqi decided to transform into e-commerce. Lianyungang is close to the sea and there are many seafood products to sell. He won more than 6 million fans by recording the real life on the seaside, and led the whole village to sell more than 300 million yuan of special seafood products.

"Live streaming e-commerce has provided us with a new way to make a living from both the land and the sea. We have worked together with four or five hundred households in the surrounding villages to figure out how to maximize 'affordability' and 'freshness' and provide users with a 'good and affordable life'." Today, Huang Dongye has become the leader of a happy village, and his story is a microcosm of tens of millions of online anchors.

The "Live Streaming Platform Employment Value Report (2023)" released by the China Employment and People's Livelihood Research Institute of Renmin University of China shows that by the end of 2023, the Kuaishou platform will have created 40.22 million jobs, and short video live streaming employment will show four characteristics: digital professionalization, live streaming industrialization, popularization of employment, and large-scale employment.

New professions such as internet anchors have absorbed a significant employment scale. Their value is reflected in further enriching the form of the social employment reservoir and enhancing the resilience of the entire society in dealing with employment pressure.

Zhou Guangsu, deputy director of the China Employment and People's Livelihood Research Institute of Renmin University of China, believes that from the supply side, short videos and live broadcasts, as typical representatives of new productivity and production relations, have not only spawned a large number of new formats, but also enabled digital upgrades to traditional formats, thus bringing about a substantial expansion of employment. From the demand side, new business models represented by live broadcast e-commerce have driven a large-scale growth in residents' consumption demand, which in turn has been transmitted to the expansion of employment demand through the expansion of total social demand.

“Live broadcast +” promotes the rapid development of the live broadcast industry

The official inclusion of network anchors in the "national occupational classification" will further enhance the sense of belonging of network anchor practitioners. In addition to realizing the value of personal career growth, it also injects new vitality into the development of various industries.

According to Kuaishou's first quarter financial report for 2024, Kuaishou's live e-commerce has exceeded one trillion yuan. In the first quarter, Kuaishou's e-commerce GMV increased by 28.2% year-on-year to 288.1 billion yuan, the average daily number of local life paying users increased by nearly 9 times year-on-year, the average daily number of resume submissions increased by more than 180% year-on-year, and Ideal Home covered more than 100 cities across the country.AIGCThe peak daily consumption of marketing materials reached 10 million yuan. As the "live broadcast +" model further penetrates the industry, multiple industries have achieved improved operational efficiency and iterative development.

Zhang Chenggang, associate professor at the School of Labor Economics of Capital University of Economics and Business and director of the China New Employment Research Center, believes that the real-time, interactive and accessible nature of live streaming has brought opportunities for the development of various industries, reshaped traditional business models and consumer behaviors, and is changing the formats of many industries. In just a few years, live streaming has shined in various fields such as live e-commerce, rural revitalization, education and training, marketing, art performances, experience transfer, and professional consulting.

When more and more new occupations can achieve the "two-way run" of individual choice and national recognition, this will not only benefit the development of certain industries, but will also enhance the depth and breadth of the employment reservoir as a whole, and strengthen the ability of individuals and society to resist risks.