Tianfu New Vision丨Online anchors "become regular", please upgrade your "out-of-the-box" skills
2024-08-16
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“The countdown begins, 3, 2, 1, go to the link!” “Follow XX into the factory store today, and we will lower the price for you.” Or a short essay in Yuhui’s style is put on the table to maximize the emotional value, and then get into the main topic of selling goods… Today, my country’s 816 million online live broadcast users have spawned a group of professional online anchors as high as 15.08 million people.
On July 31, 2024, the Ministry of Human Resources and Social Security, the State Administration for Market Regulation, and the National Bureau of Statistics jointly issued the "Notice on the Release of Occupational Information on Bioengineering Technicians and Others" (hereinafter referred to as the "Notice"), which included network anchors in the 19 new occupations added by the country. The network anchors who have long been "implanted" into your life have been "stamped" and recognized.
A mobile phone and an internet connection “broadcast” the diverse choices of young people.What is "sown" is not only a new way of production, but also an opportunity to upgrade the traditional production model. For example, the "new farmer" anchors that can be seen everywhere allow rich agricultural products to cross mountains, rivers, lakes and seas and quickly be placed on the tables of ordinary people; the anchors of online classes "sow" the seeds of fair and efficient education and change their destiny.
The 3rd Sichuan Provincial College Students Rural Revitalization Network Anchor Competition Photo from Sichuan News
Small screen, big picture.The "China Internet Audiovisual Development Research Report (2024)" shows that as of December 2023, the total number of short video accounts on the entire network will reach 1.55 billion, the number of professional anchors will reach 15.08 million, the average daily short video updates on major short video platforms will be nearly 80 million, and the daily live broadcasts will exceed 3.5 million.
Quantitative change brings qualitative change, and the upgrade is visibly visible. The sense of professional identity, belonging and achievement of network anchors will change as practitioners receive state-supported vocational skills training and participate in professional evaluation. Compared with TV anchors and radio anchors, we network anchors are no less capable!
The forest is vast and the birds are hard to distinguish, so the qualification verification for the anchor profession also needs to be upgraded.Fabricating fake scenes and characters, using methods such as "playing poor" and "selling misery" to induce netizens to buy "three no" products; pretending to be professionals to "popularize science"; using the images of minors and lonely elderly people to carry out unscrupulous marketing... These black sheep violate social order and morality, destroy the network ecology, and infringe on the rights of consumers. Some live broadcast rooms also have vicious "price wars", disrupting the normal market order and attracting joint boycotts within the industry.
It is only natural to strengthen the standardized management of online anchors.Now, it has been recognized as a new profession by the state, and the relevant work content and relevant skill requirements of practitioners have been defined. Next, especially in fields that require a high level of professionalism, such as finance, education, health care, and justice, it is necessary to strengthen the verification of anchor qualifications, and strictly manage accounts that do not have certification qualifications and impersonate professionals to conduct live broadcasts in accordance with laws, regulations, and contracts.
The live broadcast methods of online anchors also need to be upgraded.Dong Yuhui can stand out from many anchors because of his profound cultural accumulation. He is good at drawing nourishment from classics, accurately "controlling" the emotional needs of the audience, and effectively outputting. After "going viral", he has many "mothers-in-law". From simple and crude to moistening things silently, skill recharge is indispensable. "Buy, buy, buy" at the top of one's voice is not a long-term solution. In the fast-changing Internet celebrity economy, to create a golden signboard, "the iron must be hard itself".
The era of wild growth of online anchors is fading away.Super anchors who become rich overnight and famous overnight are becoming history. The "China Online Performance (Live Broadcasting and Short Video) Industry Development Report (2022-2023)" shows that as of the end of 2022, among anchors whose main source of income is live broadcasting, 95.2% have a monthly income of less than 5,000 yuan, and only 0.4% have a monthly income of more than 100,000 yuan. Those who enter the industry should avoid being eager for quick success and instant benefits, and should keep a cool head, take steady steps, and take every step firmly. When the traffic bubble dissipates, the water is still and deep, and it is a good opportunity for real gold to shine.
At the Rural E-commerce Public Operation Center in Yilong County, Nanchong City, Sichuan Province, local webcasters sell agricultural products from their hometown through live broadcasts. Photo by C Visual Li Xiangyu
The diving Olympic champion Quan Hongchan is well-known and loved by everyone. Her elder brother Quan Jinhua is a live broadcaster who sells agricultural products. Although there was a debate about "taking advantage of the champion's traffic", Quan Jinhua is calm and sober at present. He has repeatedly stated that he intends to keep a distance from his sister's popularity and will not deliberately consume her honor.
In the 25 years since my country promulgated the first national occupational classification in 1999,Behind the changes in the recognition of a large number of occupational titles are profound changes in the economic and industrial structure and new demands for human resource allocation.
Among the 19 new occupations announced in this "Notice", more than half are closely related to new quality productivity.Among them are new positions spawned by the digital economy, such as online anchors and user growth operators, as well as "digital" and "intelligent" professions that keep up with cutting-edge technologies, such as generative artificial intelligence system applicators, intelligent connected vehicle testers, intelligent manufacturing system operators, industrial Internet operators, etc.
Live broadcast from Visual China
The recognition of new occupations will certainly further promote the establishment and improvement of vocational education and vocational training paradigms.In February 2023, the Ministry of Education and five other departments issued the "Reform Plan for Adjustment and Optimization of Discipline and Major Settings in Ordinary Higher Education". One of the clear goals is to optimize and adjust the distribution of about 20% of disciplines and majors in colleges and universities by 2025, establish a batch of new disciplines and majors that adapt to new technologies, new industries, new business forms and new models, and eliminate disciplines and majors that are not suitable for economic and social development.
At present, there are more than 50 universities in the country that offer online live streaming and operation majors, covering Jiangsu, Sichuan, Henan, Hunan, Heilongjiang and other places.The future talent training for live e-commerce should cover the live industry chain including new media promotion, live e-commerce operation, live e-commerce anchors, and live content creation.
The track has been established and the channel has been opened. Network anchors, "regularization" is in place, and "out of the circle" is still in place!
