News from our newspaper (reporter Ma Jing) By 2025, the city will have identified about 30 characteristic live broadcast e-commerce bases in Beijing, cultivate about 100 brand businesses in Beijing with an annual live broadcast sales of more than 10 million yuan, and strive to bring the volume of live broadcast e-commerce transactions into the statistics by 2025 to reach 1.5 trillion yuan. The Municipal Bureau of Commerce recently released the "Several Measures to Promote the High Quality Development of Beijing's Live Broadcast E-commerce (2024-2025)", proposing 13 specific measures.

The city will focus on the advantageous industries and characteristic fields such as time-honored brands, new national trends, new fashion, new catering and retail, new smart home furnishing, new beauty and new Chinese goods, support the launch of a batch of "Beijing Live Broadcast Brand Merchant List" with characteristics, highlights, popularity and high added value, and build Beijing Live Broadcast E-commerce brand IP. The city will also support platform enterprises to plan special actions for Beijing live broadcast e-commerce, and help local brand merchants to carry out live broadcast business, improve operational skills, and expand brand awareness and sales scale through live broadcast traffic support, special live broadcast promotion, live broadcast operation coaching and other ways.

Live broadcast is not only a sales channel, but also a platform for cultural communication. The Several Measures put forward that the city will cultivate and strengthen cultural celebrities live broadcast service institutions, support the city's cultural media to expand live broadcast business, and create a new model of "media communication+live broadcast with goods". Support enterprises to combine the advantages of Beijing's cultural content, cultural tourism and art resources enrichment, deeply explore the combination of live broadcasting with history, art, knowledge and other points, drive the development of the city's live broadcasting e-commerce to the direction of high quality and characteristics, and better promote the city, polish the brand, and build a spending road through live broadcasting.

The development of live broadcast e-commerce will also help Beijing brands "go global". The city will encourage e-commerce platforms to explore and carry out cross-border e-commerce international live broadcasting business, encourage live broadcasting service institutions to strengthen docking and cooperation with universities in Beijing, cultivate a group of anchors who are proficient in multiple languages, understand products and foreign consumption habits, and carry out cross-border e-commerce live broadcasting services.

Last year, the Municipal Bureau of Commerce awarded the first 13 Beijing featured live broadcast e-commerce bases, including Panjiayuan, Caibai, Xiaomi and Huaxi, to promote the upgrading of live broadcast e-commerce industry. In the future, the city will continue to support the construction of Beijing's characteristic live broadcast e-commerce base, encourage the development of live broadcast e-commerce business in such characteristic fields as Dongxicheng time-honored brands, Haidian technological innovation, Shunyi cross-border medicine, Changping beauty and health, and focus on supporting Pinggu to build a live broadcast e-commerce industrial functional area. At the same time, encourage the integrated development of traditional characteristic markets, logistics bases and live broadcasting, and guide cultural parks to use live broadcasting to achieve digital upgrading of industries.

According to Several Measures, the city encourages live broadcast e-commerce enterprises to actively explore the use of cloud computing, meta universe, artificial intelligence, virtual anchors and other technologies to improve the consumer experience. Featured catering, smart business circle, exhibition and other industries will also be deeply integrated with live broadcasting to create a business atmosphere of multi industry, multi field and multi scene live broadcasting.

The live broadcast industry will also receive policy support. The Several Measures show that the city will give full play to the role of policy support such as the first store economy, headquarters economy and online retail, and give support to qualified live broadcast e-commerce enterprises in terms of talent introduction, license handling, and financial incentives.

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