Loranguli team.

Picture provided by the interviewee: The mobile phone live streaming stand is facing a long table that is severely worn and peeled off. Gold jade, Hetian jade, aquamarine, tourmaline... rough stones of different sizes are placed in the small Buick Kuaishou online live broadcast room.

Come on stage.

Outside the camera, even late at night, there are herdsmen and jade owners lining up to deliver goods.

Among them is Jieken, a herdsman from Kuo Township, Fuhai County, Altay Prefecture, Xinjiang.

When he is not grazing, he picks up gold and jade in the Gobi and river dams. His average monthly income from selling goods in the Xiaobuike Jade Live Room reaches 15,000 yuan.

The 32-year-old Kazakh "stone farmer" Ganibek Selik is the leader of the Xinjiang Xiaobuq Jinsi Jade live broadcast team. The team's revenue depends on charging a 5% commission on the delivery of goods on the Kuaishou platform. Since there are no middlemen to make the difference,

The team's reputation is growing, and now there are more than 2,500 stone farmers providing rough stones for the live broadcast room.

Live streaming e-commerce has become a new engine for Xinjiang’s economic growth, with young practitioners like the Buick team occupying the main force.

The "Research Report on the Development of Live Streaming E-commerce in Xinjiang (2021)" (hereinafter referred to as the "Research Report") completed by a team led by Chen Bing, a professor at the Xinjiang Digital Economy Research Institute and the School of Economics and Management of Xinjiang University, pointed out that from September to November 2023, Xinjiang's live broadcast e-commerce development

The live broadcast GMV (total merchandise transaction volume) of cargo anchors exceeded 1.7 billion yuan, of which the live broadcast GMV of Douyin platform was about 300 million yuan, and the live broadcast GMV of Kuaishou platform was about 1.4 billion yuan.

At the same time, Xinjiang's live streaming e-commerce also faces problems of "people", "goods" and "fields". There is a lack of talents for live streaming and the lack of a centralized and open supply chain platform. Some live streaming bases are vacant and cannot be effectively used.

There is a shortage of anchors carrying goods. At 17:00 on March 24, on the 4th floor of Hualing Jewelry and Jade City, the Yuhaizhijia Jade Store had closed the bamboo curtains and security doors and started live streaming online.

There is a "Recruiting Anchor" notice posted at the door of Zhangjuan Jade Shop, and the owner Zhang Qingjuan is worried about not being able to find a suitable live broadcast anchor.

"I want to open a store and run two accounts for live broadcasting. I'm really busy, but it's hard to find a suitable anchor," Zhang Qingjuan said.

Data shows that from September to November 2023, the top three prefectures, states and cities in Xinjiang’s GMV rankings for live broadcast anchors with a GMV of more than 100,000 yuan on Kuaishou and Douyin platforms are Urumqi City, Hotan Prefecture, and Ili Kazakh Autonomous Prefecture; from category

Look, the live broadcast GMV of the jewelry accessories category is much higher than other product categories, followed by food, beauty and personal care, household products, etc.

Xinjiang Hualing Kuaishou E-commerce Live Broadcast Base is the only e-commerce live broadcast operation center in the Kuaishou industrial belt in Xinjiang. The base mainly helps merchants settle in, conduct anchor incubation, and provide product supply chain, store operation, marketing training, short video content planning, live broadcast services, etc.

, has cultivated and created many high-quality merchants, including Jade Beauty Feifei, Xiaobuick Golden Silk Jade, Xinjiang Fan Yang, Zhao Jun Chusai, etc.

Li Zhongxu, the person in charge of the base, told China Youth Daily and China Youth Network academic teachers that Xinjiang’s live streaming e-commerce started late. Even in the northwest region, the overall number of anchors carrying goods in Xinjiang is at a low level. The shortage of talents has become a major factor in the development of Xinjiang’s live streaming e-commerce.

outstanding issues.

In Xinjiang, it is not easy to cultivate a qualified live broadcast anchor.

Every day from 12 o'clock to 14 o'clock and from 19 o'clock to 22 o'clock, it is the live broadcast time of the Uyghur female anchors Xiaomei, Danu and Xiaonu of the Luolanguli team in Luopu County, Hotan Prefecture. Xiaomei is good at folk dance, and Xiaonu is good at it.

For product promotion, Danu, who speaks the most standard Mandarin, is a celebrity in the Taobao live broadcast room and has a large number of "repeat" fans.

But two years ago, female anchors were completely different.

Xiaonu’s real name is Nuremanguli Tursun. On April 27, 2020, this round-faced girl who had just graduated from a vocational high school made her live broadcast debut. She completely forgot about the training content in front of the camera. She was too shy to dare

He was too embarrassed to smile when he spoke, and couldn't even introduce himself.

A series of questions were asked in the comment area: "Why don't you smile?" "Why don't you talk?" "You look like a wooden man!" At that time, 36-year-old Guo Runze made up his mind to quit his job in Xi'an, take root in Luopu County, and cultivate

The Luolanguli live broadcast team, the four Uyghur girls who were trying out live broadcast for the first time, faced the camera with their eyes blank and some were so nervous that they cried.

The messages in the comment area made Xiao Nu feel very sad.

After the broadcast, she practiced smiling in front of the mirror, searched online to learn about the characteristics of Xinjiang's red dates, walnuts and other agricultural products, and studied the words of Internet celebrity anchors. After two weeks, she could speak normally in front of the camera.

The most difficult thing was Mandarin. Because the intonation was not standard and the speaking speed was fast, fans could not understand Xiaonu’s words. Xiaonu downloaded the Mandarin learning software and used his lunch time to read along; Xiaomei took the self-study of Chinese linguistics at Hotan TV University.

, after systematic study, her pronunciation became more and more standard.

Under the cultivation of Xi'an's professional operations team led by Guo Runze, Luolanguli's live broadcast team has made rapid progress. In 2023, it broke into the top list of snacks and snacks on the Douyin platform for three consecutive months.

On Fusion North Road in Urumqi, there is an e-commerce industrial park called Aladdin that integrates e-commerce live streaming, e-commerce academy, entrepreneurial incubation, supply chain and other services.