Report of the Two Sessions | Liang Qianjuan,”Longshang Manor”: Suggestion to optimize the Live streaming eCommerce ecosystem

In recent years, the development of my country’s Live streaming eCommerce industry has shown a rapid growth trend, playing a positive role in releasing consumption potential, smoothing domestic circulation, expanding employment and entrepreneurship space, empowering industrial transformation and upgrading, assisting rural revitalization, and creating a high-quality consumption and supply system. Live streaming eCommerce has gradually become a new engine for high-quality economic development.

The “Research Report on Promoting High-Quality Full Employment by Short Video Live Broadcast Platforms (2024)” released by the China Employment and People’s Livelihood Research Institute of Renmin University of China shows that as of the end of 2024, the fast-hand platform has driven 43.2 million job opportunities and spawned 174 new occupations. Among them, Live streaming eCommerce has created a large number of job opportunities by deeply empowering the upstream and downstream of the industrial chain. According to estimates, for every 100 million yuan increase in Live streaming eCommerce GMV, it can drive an increase of about 1200 jobs, showing a strong employment-driving effect.

Short Video live broadcast platform, a typical representative of the digital economy, has developed rapidly in recent years. It not only plays an important role in promoting economic development, but also relies on rich business formats such as live broadcast + to have a profound impact on employment. Behind the tens of thousands of live broadcast rooms is an industrial cluster composed of Live streaming eCommerce companies, live broadcast bases, supply chains, cloud warehouses, industrial belts, etc. New professional groups such as anchors, broadcasters, and Short Video slicers form the talent base for the growth of the live broadcast industry.

Among the new professions announced by the Ministry of Human Resources and Social Security, many Internet marketers, online anchors, and user growth operators come from the live broadcast field, which also reflects the multi-dimensional value of Live streaming eCommerce to employment. Nowadays, Live streaming eCommerce can accurately match the supply and demand of consumers and merchants through a mobile phone, carrying the development of thousands of small and medium-sized businesses and tens of millions of jobs. Live streaming eCommerce has become a new employment reservoir.

In order to better play the role of Live streaming eCommerce in boosting consumption and promoting employment, Liang Qianjuan, deputy to the 14th National People’s Congress and general manager of Longshang Manor Ecological Agriculture Co., Ltd., suggested: First, strengthen policy support and financial support: The government can introduce relevant policies, provide financial subsidies and special funds, reduce the cost of digital transformation of small and medium-sized enterprises, thereby promoting employment. For example, special funds have been set up to support the development of Live streaming eCommerce platforms and enterprises, reduce their operating burdens and increase employment opportunities.

Second, promote industrial integration and regional economic development: Promote the development of regional characteristic economies through Live streaming eCommerce, especially industrial-belt merchants. Local governments can actively promote online sales of local specialty products, cultivate local e-commerce brands, and promote the development of rural e-commerce, thereby creating more jobs.

Third, strengthen talent training and education: The government and enterprises can cooperate to carry out e-commerce talent training projects to improve the skills level of practitioners. For example, an e-commerce talent training fund has been established to support relevant training institutions to carry out business and deliver professional talents to enterprises in the region. In addition, universities and enterprises can establish school-enterprise cooperation alliances, set up practical training bases, and cultivate practical talents.

Fourth, optimize the Live streaming eCommerce ecosystem: Build a complete Live streaming eCommerce ecosystem, including measures such as strengthening platform docking and expanding traffic support. For example, the Ministry of Commerce can connect with Live streaming eCommerce platforms such as Fast Hand, and jointly organize special activities and open hot topics to enhance the popularity and influence of live streaming providers and companies, and drive the development of the live broadcast economy.