The War Is Burning Hot: Who Can Become The First Live City?

"Get ready! Countdown, 5, 4, 3, 2, 1, link up! " In the evening of June 30th, she sold a coconut cookie in her studio.

"The first 17 dollars 9, second copies two yuan, third do not want money." In less than five seconds, 6000 seconds kill all.

There was a lot of excitement in the live room, and the same was wonderful outside the studio. In the past half a month, the business of the live broadcasting industry has been continuously developing.

In June 20th, the Yuhang District of Hangzhou launched the live broadcast electricity supplier policy, of which "launching the identification of live talent" triggered a heated discussion in the society. According to the policy, the direct seeding business talents with industry leading power and influence can be identified as "B talents" through the joint venture, that is, "national leading talents".

Then, the Chongming District of Shanghai announced the list of the first batch of special talents to be settled down in 2020, and Li Jiaqi was in the list. The declaration unit was Shanghai Qi Sheng Management Consulting Co., Ltd.

The difficulty of settling in Shanghai can be imagined. And this time, Shanghai took the initiative to send Li Jiaqi an account, behind which is the plan to seize the big anchor of the head and the direct broadcast of the electricity supplier.

Electronic commerce anchor is becoming a "top guest" in many cities. According to incomplete statistics, many cities such as Guangzhou, Hangzhou, Ji'nan and Yiwu have already sounded the bugle call for the anchors.

Inside and outside the studio, a new city competition is being poured out four times - which city can afford the first city of China's live broadcast?

Hangzhou and Guangzhou live in the top two

The first tier of the direct seeding city of the electricity supplier shows a clear trend of regional agglomeration.

In March, Alibaba selected the ten big Taobao live cities in the "2020 Taobao live new economy report". Hangzhou, Guangzhou and Lianyungang ranked the top three. Suqian, Shanghai, Beijing, Shenzhen, Chengdu, Suzhou and Jinhua ranked 4-10 in the list.

It can be found that the eight cities except Beijing and Chengdu are not in the east of China, but also in Southern China.

East China and Southern China are gradually forming the two camps of the domestic direct seeding industry. From the point of view of the distribution of the MCN mechanism of the head, similar conclusions can be drawn.

China Merchants Securities Research Report shows that China's top 10 MCN institutions, 6 are located in Hangzhou, 1 are located in Jiaxing, the remaining 1 in Shanghai, 1 in Guangzhou, 1 in Shenzhen.

Two cities in Hangzhou and Guangzhou play the leading role in the two "live groups" of East China and Southern China respectively.

The core of live broadcasting business is people, goods and fields. The resource endowments of the two cities are also different.

On the "human" factor, Hangzhou's first mover advantage is very significant. Cui Lili, executive director of the Electronic Commerce Research Institute of Shanghai University of Finance and Economics, told the twenty-first Century economic report reporter that Hangzhou's electricity supplier ecosystem was relatively complete, and it started earlier in the field of broadcasting.

"Early in the field of electric business, the business sense of smell is very sensitive, and it turned to live long ago. It has a certain preemptive advantage, and it is relatively flexible in policy environment."

The Millennium commercial city is also turning to the direct seeding city of Guangzhou. In March this year, Guangzhou took the lead in introducing the country's first three year action plan for the development of direct seeding electricity providers, and plans to build a direct seeding electricity supplier capital in the next three years.

In June, Guangzhou launched the first nationwide live broadcast festival with the city as the platform. The live broadcast festival lasted 3 days, involving more than 80 MCN agencies and more than 100 thousand categories of merchandise, with a total of over 270 thousand live coverage.

Compared with Hangzhou, Guangzhou has a deeper accumulation of "goods" and "fields". Guangzhou has a well-developed commercial gene, known as the Millennium commercial capital, and has the advantage of stable and efficient supply chain.

In the view of Wang Anning, chairman of the new culture, Guangzhou has the brand and scale of "goods". "Field" has policies and technologies, and it will become the direct seeding electricity supplier of China in three years.

Aiming at this, his MCN organization, the new culture, has concentrated all the live broadcast business in Guangzhou.

Now in Guangzhou, the bosses of big market stalls are transforming their hosts, and the atmosphere of the whole city is gradually rising.

Taobao live data show that since February of this year, the number of Guangzhou broadcast and deep buyers is the first in the country. The latest development is that all the wholesale markets in Guangzhou have been launched by Taobao.

It is worth noting that Shanghai's efforts to win Li Jiaqi and the star enterprises to fight for too many seats should not be overlooked.

Cui Lili believes that Shanghai is concerned not only with the direct broadcasting sector but also on the wider online economy.

Shanghai's business environment is excellent, its consumption scene is rich, its industrial foundation is deep, and it has great advantages in the new round of competition of electronic business platform.

"After all, the threshold for settlement is relatively high. Shanghai also has natural advantages in attracting talents.

This time, people realise that Li Jiaqi, who has been carrying live goods, has settled down through special talent channels, and is likely to have a demonstration effect in the future. Cui Lili said.

What kind of cities have potential?

Under the direct seeding of the electricity supplier, every place has thrown olive branches to the anchors.

Taking Yiwu as an example, Yiwu has recently released the Yiwu action plan to accelerate the development of direct seeding electricity providers. It stressed that Yiwu will further improve its supporting policies, support the well-known live broadcasting platforms, the red service agencies of the scale network, the "net red" with their own traffic flow, and so on, and give support to finance, taxation, talent purchasing rooms and children's enrollment.

Yiwu will also arrange annual financial support special funds to fully support the development of the new format of live broadcasting business.

Combing various policies can be found, a city in the live broadcast of the electricity supplier, often from leveraging the head anchor.

A good anchor and its team are important elements of the success of live broadcast.

On the one hand, head anchors often have outstanding personal style, rigorous selection, professional skills and skilled flow. On the other hand, head anchors can win the most popular products, the most advantageous prices and the best traffic resources.

"Head anchors should belong to scarce resources." Cui Lili said so.

Li Yougang, deputy director of the Guangzhou direct seeding electricity supplier association preparatory group, told reporters that although the anchor talent is the key resource in the direct seeding electricity supplier, it is not the most important factor.

In the future, the direct seeding business will tend to be normalized and standardized, and the supply chain management capability and promotion ability of the team behind the anchor will be more important.

For local areas, the significance of head anchors' participation is more to introduce mature experience to promote the rapid development of local industries, and it takes a long time to achieve industrial system and even competitiveness.

It should be pointed out that it is far from enough to attract the head anchors only by preferential policies.

A number of experts interviewed said that factors such as human settlements, product supply chain, education and life services will affect the choice of anchor cities. In the future, it is likely that there will be uneven distribution of big cities and regional distribution of head anchors.

"Talents will not choose to settle down because of the advantages of some industries. They will also choose their local industrial advantages, development potential, business environment and public resources.

The top stream anchor will bring the star effect for the time being, but local supply chain advantages and industrial construction can not be completed overnight. Li Yougang said.

If the head anchor accelerates in the big cities, the three basic elements of people, goods and fields are likely to be separated in space.

In other words, the head anchors cluster in the first tier cities, and supply chains will form a new division of labor among the three line cities.

Cui Lili believes that this trend is in line with the laws of the market.

The live broadcast of e-commerce is originally the marketing and sales link online, the delivery of products and services online. Therefore, as long as there is a good supply chain, the ability to control and operate is not necessarily in the same place as the market segments.

Now many of the supply chain of e-commerce products may be laid out in cities with three lines and below, and their service providers are in the eastern coastal area.

In the final analysis, what kind of cities are most likely to be the direct seeding cities? Is it true that only the three cities with the advantages of people, goods and fields are the most potential?

"The three big advantages are certainly the unparalleled competitive advantages of developing direct seeding providers, but we must also see the important role of technology, format and mode innovation."

Zhongshan University researcher, executive director of the Guangdong provincial E-Commerce Association Expert Committee, Jian Yin Jun, stressed that people, goods and fields of live broadcast do not need to be physically gathered.

Based on the digital logic management, the electricity supplier can establish efficient and intelligent management of information and goods, ensure the stable operation of the supply chain, and completely reconstruct the spatial relationship between people, goods and fields.