直播带货的河北实践及其发展探索

Hebei’s Practices and Development Explorations of Live Video Presentation for Selling

直播带货是网红文化、直播现场和粉丝经济商品化的结果。在经历2019年的爆发期之后,直播带货在2020年进入渗透期。直播带货是流量和商品寻求变现的场域,也是带货者与用户打破娱乐、消费与文化边界的狂欢之所。2020年度,河北省直播带货可概括为“主流化”“转型+公益”与“普遍化”三个方面,同时存在高端电商主播稀缺、知名MCN机构不足、直播供应链搭建滞后、传统产业支撑有限等短板。在对直播带货日益规范化、垂直化、多域化与专业化的趋势把握基础上,从完善产业链配套体系、建构产业应用支撑、引导企业培养私域流量、布局直播带货人才链和完善监管机制等方面,对河北省直播带货提出发展建议。

Live video presentation for selling is the result of the commoditization of Internet celebrity culture,live video presentation sites and fan economy.After the outbreak period in 2019,live video presentation for selling entered the penetration period in 2020.Live video presentation for selling is a field where netflow and goods seek to monetize,and also a carnival place where presenters for selling and users break the boundaries of entertainment,consumption and culture.In 2020,the live video presentation for selling in Hebei Province can be summarized as“mainstreaming”,“transformation plus public welfare”and“universalization”.At the same time,there are a scarcity of high-end e-commerce anchors,a shortage of well-known MCN institutions,a lagging in establishing sup⁃ply chains of live video presentation,a limitation to support for traditional industries,and so on.Based on grasping the trend that live video presentation for selling is increasingly standardized,vertical,domain-diverse and special⁃ized,this paper puts forward development proposals for the live video presentation for selling in Hebei Province in such aspects as improving the supporting system of the industrial chain,constructing industrial application support,guiding enterprises to cultivate private domain netflow,inputting in the talents chain of the live video presentation for selling and improving the regulation mechanism.