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Recently, online anchors have officially become a new profession recognized by the state, which means that in the future it is expected to attract more outstanding talents to join the profession, injecting strong impetus into the development of the industry. At the same time, how to face the opportunities and challenges brought by the "listing" of new professions has also become a topic of concern to all parties.

Including online anchors in the new profession reflects the new needs of industrial development. Data shows that as of December 2023, the scale of online live broadcast users in my country will reach 816 million, accounting for 74.7% of the total number of netizens. The online live broadcast industry is not only growing in size, but also deeply integrated with thousands of industries, playing an increasingly important role in invigorating the consumer market, helping rural revitalization, and enabling cultural, sports and tourism upgrades. The rapid development of the industry has put forward higher demands on professional talents, especially in content creation, marketing, technology application and other aspects, which urgently need the support of innovative talents.

The number of online anchors has reached a certain scale. As of December 2023, the number of professional anchors on the Internet has reached 15.08 million, and the anchor group shows a trend of being highly educated, younger, and more professional. Why do online anchors attract young people?

On the one hand, there are prospects. Education, e-commerce, culture, tourism, the tentacles of the online live broadcast industry are constantly extending. As the audience's personalized demand for live broadcast content continues to increase, online anchors will usher in more development opportunities. On the other hand, there is a "money prospect". In recent years, the platform has supported outstanding anchors in terms of resources, traffic, services, etc., helping them to gain monetization potential through high-quality content. Some cities are actively studying and formulating policies for the introduction of talents in the field of Internet celebrity economy, and providing convenient services such as settlement, residence, and enrollment for Internet celebrity anchors. After being included in the new profession, online anchors will also enjoy more welfare protections such as social insurance and provident funds. These "real money" are "hard indicators" to attract young people.

In addition, young people today are increasingly placing their interests and hobbies in a prominent position when choosing a career. New careers such as online anchors and professional store explorers are highly interactive and flexible, and can better show the personality of young people, becoming the "favorites" of some young people. However, it cannot be ignored that as the online live broadcast industry gradually matures, platforms are increasingly focusing on content quality and user experience, and anchors will also face more intense market competition after they are "promoted".

Only by continuous innovation can you stand out. In the era of universal live broadcasting, it seems that everyone has the opportunity to "break out of the circle", but hot spots emerge in an endless stream, and it is not easy to capture traffic. Major platforms are also getting rid of "Internet celebrity dependence" and seeking new growth space. For example, they are closely integrated with cultural communication, knowledge sharing, intangible cultural heritage, tourism and other content, and promote the stable growth of the online live broadcast industry through diversified high-quality content. In this context, anchors are in urgent need of transformation and upgrading, and through in-depth content innovation, they can maintain their vitality and competitiveness, and shift from competing for "appearance" to competing for "value".

Only by doing good and doing good can you be "long-lasting". In the past, some people thought that being an online anchor was "not a serious job". In addition to the fact that this profession has not been "officially certified", it is also related to the chaos in the industry itself. Malicious hype, deliberate display of wealth, vulgar performances, false propaganda, etc. seriously damage the image of the industry and hinder the healthy development of the industry. It should be noted that the wild growth period of online anchors with "low threshold and fast money" is gone forever. Relying on opportunism, sensationalism, eyeballs and traffic will eventually be short-lived. As the online live broadcast industry enters a new stage of standardized development, anchors must also develop in a more professional and diversified direction, from "Internet celebrities" to "long-term success".

Only when the industry develops healthily can career prospects be brighter. Nowadays, short videos and live broadcasts have become an indispensable part of users' entertainment life and content consumption, and will be in a stable development trend for a long time. There is a lot of room for online anchors. "Becoming a regular anchor" is both a motivation and a pressure. We hope that anchors will take this as a new starting point, continuously improve their own innovation and competitiveness, and make greater contributions to the sustainable and healthy development of the industry.

Jiang Tianjiao/Economic Daily

(Source: Economic Daily)

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