In recent years, live broadcast e-commerce has been in the ascendant, almost "savage growth". According to the head of the Department of E-Commerce of the Ministry of Commerce, from January to November 2023, the national online retail sales reached 14 trillion yuan, a year-on-year increase of 11%. In the first half of last year, the cumulative live broadcast sales of e-commerce platforms were monitored by 127 trillion yuan, with a cumulative number of live broadcasts exceeding 1100 million games, more than 70 million live broadcast products, and more than 2.7 million active anchors.
In the face of such a huge market cake, the demand for live broadcast talents is naturally rising, and the self-taught anchors in the society are obviously a drop in the bucket, and the quality is uneven, which requires vocational colleges and even undergraduate colleges to shoulder the burden of talent training. According to statistics, there are currently nearly 300 higher vocational colleges in the country that offer online marketing and live broadcast e-commerce majors, and nearly 61 higher vocational colleges offer online live broadcast and operation majors, and more and more students are joining this industry after graduation.
Vocational colleges devote themselves to the live broadcast e-commerce industry, but there is actually a long way to go. Vocational colleges that have already stood in the "outlet" of mass production of live broadcast e-commerce talents, how to cultivate qualified talents in the "wind direction", provide talent support for the future development of the live broadcast e-commerce industry, and standardize and guide the high-quality and healthy development of the industry have become an important topic that urgently needs targeted research.
The first is to insist on establishing morality and cultivating people, and to put good moral character. In recent years, live broadcast e-commerce has swept the country and is booming, and has become an important channel for enterprises to understand consumers, create their own brands, and expand product sales, and has made important contributions to promoting goods and expanding internal and external circulation. However, due to the low threshold for employment, the live broadcast e-commerce industry will inevitably have frequent chaos. Therefore, it should become an industry consensus to increase moral education in the process of talent training.
The second is to pay attention to supporting training and control the direction of cooperation. Entry-level live e-commerce, many people want to become "Internet celebrity" anchors, hoping to become famous overnight and make "quick money". If this is just a personal goal, it is understandable. However, if vocational colleges also confuse "cultivating live broadcast e-commerce talents" with "cultivating Internet celebrity anchors", they will lose their way and even have endless troubles. As we all know, "live e-commerce" is only a branch of e-commerce, and it is one of the components of its professional group, with jobs including e-commerce operations, business data analysis, chain management, new marketing, etc. Students should not only learn professional courses, but also learn practical skills such as editing, on-site control, equipment operation, product shooting, and speech design. Therefore, schools need to pay attention to supporting the training of talents in different positions such as anchors, assistant broadcasters, field control, operations, logistics, and after-sales, so as to avoid the imbalance of the training of live broadcast e-commerce talents.
The third is to pay attention to practical training and do a good job in the professional direction. From the perspective of industry demand, live broadcast e-commerce talents need to have systematic professional knowledge and excellent operational skills to cope with fierce market competition and complex customer needs. At present, the cultivation of talents in many vocational colleges is only on paper, emphasizing theory over practice. Some professional teachers have never even practiced e-commerce live streaming themselves, so the quality of teaching cannot be guaranteed. Some colleges and universities will also organize students to participate in e-commerce-related vocational skills competitions instead of talent training, so that once students really enter the workplace, they will immediately mess up. Therefore, vocational colleges urgently need to pay attention to school-enterprise cooperation and practical teaching, provide students with professional equipment and operation platforms, and register necessary entity companies for e-commerce live broadcast operations, so that students can really learn by doing.
In addition, it is necessary to improve industry standards and control the quality direction. To cultivate live broadcast e-commerce talents, it is necessary to pay attention to improving students' organizational and management skills, teamwork skills and innovative thinking skills. Therefore, it is necessary to strengthen and improve the formulation and implementation of standards such as professional teaching standards for live broadcast e-commerce and special professional ability assessment specifications for live broadcast e-commerce, so as to fundamentally ensure and promote the high-quality development of the live broadcast e-commerce industry.
Wang Shoubin is a professor and vice president of Suzhou Industrial Park Vocational and Technical College