Xinhua News Agency, Beijing, May 20th. Question: With hundreds of millions of anchor accounts, what has the live broadcast economy brought about?

The "2020 China Online Performance (Live) Industry Development Report" recently released shows that by the end of 2020, the number of live broadcast users in my country has reached 617 million, and the total number of industry-wide network anchor accounts has exceeded 130 million. Content creation, knowledge payment, live broadcast delivery... The rapidly popular live broadcast economy has incubated many new models and formats, and brought many new experiences.

On May 16, two days before the International Museum Day, Shanxi Museum held a 7-hour slow live broadcast on Douyin. The lecturers of the museum relayed the explanation, and netizens watched the exhibition around the clock.

It is not just the Shanxi Museum that organizes exhibitions through time and space. Cultural relics and props of many museums such as the Capital Museum and the Inner Mongolia Museum are all met with netizens on the "cloud" through live broadcast.

It is not only museums that have moved to the "cloud". Exhibitors live live online, and e-commerce platforms invite well-known internet celebrities to bring goods on site... At many exhibitions, live broadcast has become a key word.

Online viewing of exhibitions, live streaming of goods, online teaching... Today, live streaming has penetrated almost all walks of life and walked into all aspects of life.

The "2020 China Network Performance (Live) Industry Development Report" released by the China Performance Industry Association Network Performance (Live) Branch shows that the market size of my country’s network performance (live) industry will reach 193.03 billion yuan in 2020 .

Tianyancha Professional Edition data shows that there are currently more than 1,500 live broadcast e-commerce related companies and nearly 28,000 web live broadcast marketing related companies in China. In 2020, there will be more than 13,000 new online live broadcast marketing related companies, which is 6 times the number of new additions in 2019.

The rapid development of the live broadcast industry has changed many fields such as e-commerce and cultural communication. Under the economic growth trend of live broadcasting, more and more online cultural enterprises and traditional enterprises have added business content or entered the field of web live broadcasting to realize transformation and upgrading through the form of "live broadcast +".

In September 2020, it will be stationed in Douyin. In October, it will start live selling handmade porcelain and tea. The first live broadcast sold more than 300,000 yuan... The live broadcast not only allows the "post-80s" Chaozhou to hold pot craftsmanship The person Liao Ao has become the anchor, and also spread the traditional craftsmanship more widely. Liao Ao said with emotion that in the eyes of many friends, craftsmanship can really make a name, and "live broadcast +" allows craftsmen to find more creative "confidence".

While empowering the cultural industry and craftsmen, live broadcasting also promotes the gradual diminishing of boundaries in many fields such as consumption and manufacturing.

Outside the workshop, the anchor with exquisite makeup is showing the moisturizing facial mask; in the workshop, the aseptic filling equipment intelligently produces hyaluronic acid skin care products and forms them at one time. In the different "live studio" of the hyaluronic acid manufacturer Huaxi Biotechnology, the "fusion" of advanced manufacturing and new retail has given birth to many "explosive products".

Live production online, "move" the market into the factory; use live broadcast big data to guide production, supply and demand "cloud" docking to reduce inventory pressure... The live broadcast economy brings manufacturers closer to the front end of the market. "It is not so much a technological upgrade, as it is a change of thinking." Ye Shouzeng, the founder of the clothing brand Zhihe, said that since last year, about 30% of Zhihe's sales have been promoted through new media.

Taobao live broadcast report shows that in 2020, Taobao has created nearly 1,000 live broadcast rooms with a turnover of more than 100 million yuan, of which the number of merchant live broadcast rooms accounted for more than 55%. More and more brand owners quickly try, run-in, and establish a talent matrix suitable for brand development, and acquire and accumulate users in self-broadcasting channels. Sharing lifestyle-related content such as dressing, fitness, travel experience, etc., Xiaohongshu explores "sharing live broadcast" as another mode of live broadcast.

The live broadcast economy accelerates the intelligent transformation of many industries. But it is undeniable that the industry is also facing problems such as content homogeneity and some of the content is suspected of being vulgar, and standards need to be further established and improved.

Experts believe that when the live broadcast economy presses the "accelerator", more attention should be paid to promoting the healthy development of the industry. For example, the popularity of the anchor must be based on righteousness, and the live broadcast does not "de-stock" or "sell sales". It must stress integrity, standardization and perfect full-process services. The live broadcast platform must not only focus on popularity and ignore quality, but use good value and technology. Create high-quality live broadcasts, etc., encourage innovation, standardize the industry, and make the new economy and new business models stable and far-reaching.