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【Letters from Economic Daily reporters】

Editorial Department:

Not long ago, the reporter visited some "old-brand" enterprises in Tianjin and found that the employees had different opinions on live streaming: some people think that live streaming is very good, which can promote consumption with more intuitive product display, or solve the problem of inventory backlog of enterprises and agricultural products in a short time. For example, in the past few years, agricultural products such as yellow peaches in Ningxiang, Hunan and Chinese cabbage in Qingdao, Shandong have had problems with poor sales. It is live streaming e-commerce that has opened up the sales of agricultural products, promoted more local specialties out of the mountains, and helped farmers increase their income. Some people also believe that there are many shortcomings in live streaming by Internet celebrities. For example, it is very affordable for local people in Tianjin to buy goods from live streaming platforms, but they need to wait for express delivery to deliver goods to their homes, which is not as convenient as picking up goods in stores. For another example, foreign markets have different requirements for food tastes. Without localized production and product innovation, live streaming alone cannot solve this problem; others argue that live streaming by Internet celebrities belongs to the category of fan economy, and it is difficult to determine whether some of the eye-catching data are derived from the "post-processing" of platform companies. Once Internet celebrities "turn over", there will be sales risks.

The difference in views on live streaming sales is not limited to Tianjin, nor is it limited to this sub-field of the internet celebrity economy. Judging from the feedback from enterprises and consumers in many places, there are indeed many policies supporting live streaming sales, MCN (multi-channel network) content creation and the development of the internet celebrity economy. Some places even use the power of the entire city or county to create an internet celebrity city to retain this "overwhelming wealth."