Around the Spring Festival in the Year of the Dragon, the Chinese knot in Honghua Town, Tancheng County, sold very well on live broadcast e-commerce. "This year, we have specially designed more than 40 kinds of Chinese knots with 'dragon elements', each of which contains a beautiful meaning, wishing everyone a prosperous and prosperous new year, and the ......dragon soars all over the worldLi Na, a local anchor in Tancheng, introduced a variety of novel Chinese knots in the live broadcast room.
An ordinary town, with more than 100,000 live broadcasts a day, relies on the east wind brought by live broadcast e-commerce. Now the Chinese knots produced in Honghua Town are not only selling well in the domestic market, but also entering the international markets such as Malaysia and Singapore. Zheng Qingyong, secretary of the party committee of the town, introduced, "Honghua Town has 12 large-scale leading enterprises and more than 400 individual processing factories, which can achieve self-production and self-sales through live broadcast e-commerce, and one-third of the sales of many enterprises are achieved through live broadcast." ”
The anchor of Honghua Town, Tancheng County, showed customers the "dragon element" Chinese knot through live broadcast. Photo by Song Chuanping.Walking into the Lingu E-commerce Technology Innovation Incubation Park invested and built by Shandong Lanhua Group, the reporter saw that compared with the individual model of "one anchor + one mobile phone", the e-commerce park is more professional and standardized. The e-commerce park has not only incubated well-known head anchors such as Super Dan and Taozijia, but also gathered hundreds of first-class chain enterprises. "Now you have a streamer, and there can be dozens of people around you. The selection, packaging, delivery, after-sales and other work of goods are all completed by the first-chain enterprises in the park, and the anchor only needs to shoot the works and master the control of the scene. Li Junhua, general manager of Lingu E-commerce Technology Innovation Incubation Park, said that due to the one-stop service and the advantages of the whole industry chain of the e-commerce park, it has not only cultivated a group of local anchors and e-commerce talents, but also attracted some foreign anchors from Hebei and Northeast China to Linyi to carry live broadcasts. "Live broadcast e-commerce can achieve driving development, a well-known anchor can drive dozens or even hundreds of people to work, goods are sent from the local area, and related enterprises are also up, and live broadcast e-commerce can be said to have opened up the integration of online and offline. Guan Zhaojun, Secretary of the Party Committee of Shandong Lanhua Group, told reporters.
Now, the development of Linyi live broadcast e-commerce has penetrated to the township and even village (community) level, providing a new boost for the rural revitalization of the old Yimeng area. Niu Qinghua of Yedian Town, Mengyin County, benefited from the e-commerce training organized by the county and opened a door to get rich. From starting *** to bringing goods to Mengyin peaches on live broadcast platforms such as Kuaishou and Alibaba, Niu Qinghua has kept up with the development of e-commerce and continued to grow, from an ordinary peasant woman to a leader in the common prosperity of villagers. "Live e-commerce is too good, you can't sell it without live broadcast. Niu Qinghua said quickly, "Through the live broadcast, I helped the uncle and aunt in the village sell toons, pumpkins, and persimmons, although sometimes it is only a few dozen yuan, but I am very happy to see their hard work paid off." During the Spring Festival, Niu Qinghua insisted on live broadcasting for 4 hours a day, recommending high-quality agricultural products from Mengyin, and villagers could also go to her ** to engage in purchasing, sorting, packaging and other work, with an income of one or two hundred yuan a day. In just a few years, Niu Qinghua has driven hundreds of villagers to become rich with her own efforts and has become a well-known "e-commerce rose".
As a rural woman, I can grow up step by step, which is inseparable from the training and support policies given by the party and **. Niu Qinghua said frankly that he has made great efforts in the field of live broadcast e-commerce and provided an excellent business environment. In recent years, Linyi City has increased financial support for the development of the online market and the construction of facilities, issued 12 local standards and institutional norms such as the Code of Conduct for the Implementation of Statutory Responsibilities by E-commerce Platforms, implemented reforms such as simplifying the registration procedures for domicile (business premises), registration of e-commerce clusters, and integrated services of "live e-commerce", and built a comprehensive cross-border e-commerce service platform and a four-level e-commerce service network in cities, counties and villages, with more than 1,100 village-level e-commerce service sites. Since 2023, there have been 6 new live broadcast industrial parks in Lanshan District, Linyi City alone, and the online retail transaction volume has reached 460900 million yuan.
In order to escort the vigorous development of the new business format of live streaming, in view of the lack of integrity and inadequate supervision of live streaming, the Linyi Municipal Commission for Discipline Inspection and Supervision supervised and promoted the Municipal Administration for Market Regulation to identify 'deepening the reform of credit supervision of live-streaming sales' as a 'secretarial project' led by the secretary of the bureau's party secretary, and used the mechanism of 'one account, two lists, double responsibilities, and double accountability' to follow up and supervise, and transmit the pressure of responsibility. Cui Peizhi, deputy director of the Party Style and Government Supervision Office of the Municipal Commission for Discipline Inspection and Supervision, introduced. Under the supervision and promotion of the Municipal Commission for Discipline Inspection and Supervision, the Municipal Market Supervision Bureau has carried out a pilot project of credit supervision of live streaming, focusing on solving the problem of "can't be managed, can't be managed, and can't be managed well", build a new credit-based supervision model, promote consumer complaint mediation, and use credit supervision to stimulate credit awareness in the livestreaming industry, improve consumer satisfaction with livestreaming, and promote the sustained, healthy and rapid development of the livestreaming industry.
Now many merchants in the Linyi wholesale market are busy doing live broadcasts, and some can't even take care of the customers who come to the store to buy things, and the consumption pattern has indeed changed," said Wei Xin, head of the e-commerce section of the Linyi Municipal Bureau of Commerce. Linyi, with a population of more than 10 million, has more than 8.6 million registered Kuaishou users and more than 6 million Douyin registered users. In 2023, the city's online retail sales will increase by 34% year-on-year9%, the online retail sales of agricultural products increased by 36% year-on-year3%；According to the data of the Kuaishou platform, the city's e-commerce registration volume ranks first in the country.
1. The top three in the country in terms of trading volume. In the Yimeng Revolutionary Base Area, which has a glorious tradition of daring to try and hard work, live broadcast e-commerce has made the people's road to prosperity wider and wider.
This article was published in the 04th issue of China Discipline Inspection and Supervision magazine in 2024, author: Song Yingqi Song Quanhao).