吴秋月在自家厨房做菜。视频截图 吴秋月与弟弟一起直播销售南江黄羊。受访 者供图 12月19日晚，2025南江黄羊美食季开幕式现场，吴秋月接过"南江黄羊推荐官"聘书，笑靥如花——她成 为南江黄羊产业发展史上首位千万粉丝级"推荐官"。 巴中南江，是"川香秋月"视频账号《锦绣天府·安逸四川》系列作品的第一站。镜头中，她走进深山探 访养殖基地，围着篝火品鉴特色美食，向千万粉丝推介南江黄羊。 从深圳电子厂的流水线工人，到坐拥千万粉丝的"网红"，吴秋月的创业故事如同一锅慢炖的羊肉汤锅， 既有鲜香醇厚的滚烫岁月，也有透过舌尖直抵心尖的人生百味。 返乡"触电" 创业路从25元利润起步 2007年，中专毕业的吴秋月背上行囊，从老家泸州市纳溪区奔赴深圳电子厂，成为流水线上的一名打工 妹。五年的打工生涯，让她时常思念远在老家的孩子。 "孩子要上幼儿园了，我不想错过他的成长。"2012年，吴秋月毅然返乡，决心在家乡另谋出路。 当时，电商的东风已吹遍大江南北，在省外"见过世面"的吴秋月，打算跟上"触电"的潮流。她觉得，只 要有网、有电脑，就能在家挣钱。然而，现实却困难重重——老家没通网络，电压也不稳定，做电商没 条件，她不得不在镇上找 ...

Core Insights - WeChat Shop has launched its first "Short Video Incentive Program" aimed at boosting short video sales from November 22 to December 31, 2023 [1][4] - The program offers two types of incentives: platform traffic support and e-commerce growth card rewards based on incremental GMV [1][4] Group 1: Incentive Program Details - Merchants and sellers can gain platform traffic support by posting short videos during the incentive period, which will enhance the visibility of quality content [1][4] - The growth card rewards are calculated at a rate of 1.5% of the incremental GMV generated from short videos, with a maximum of 150,000 points per video account [1][4][6] Group 2: Strategic Implications - The initiative signals WeChat's intent to fill the supply gap in short video sales, transitioning from a trial phase to a more established ecosystem for daily transactions [4][7] - The low entry barriers of the program aim to attract new entrants and accelerate growth in the short video sales sector [4][7] Group 3: Long-term Vision - WeChat Shop is positioning short video sales as a regular part of business operations, complementing live streaming as a consistent revenue stream [7][10] - The program is strategically timed to coincide with year-end promotions and the pre-Spring Festival shopping period, aiming to significantly increase transaction volumes [7][10] Group 4: Best Practices for Merchants - Merchants are encouraged to view the program as a long-term growth opportunity rather than a short-term gain, focusing on sustainable incremental sales [7][10] - Effective strategies include creating a library of short video content, maintaining a consistent posting schedule, and ensuring a smooth operational flow from content creation to sales conversion [7][10]

Core Insights - The article highlights the rapid growth and subsequent challenges faced by the live-streaming e-commerce industry in Hangzhou, particularly focusing on the experiences of various individuals within this sector [1][4][16]. Group 1: Industry Growth and Opportunities - Hangzhou has become a hub for live-streaming e-commerce, attracting many young individuals seeking better financial opportunities, with some earning over 10,000 yuan monthly [2][3]. - The industry saw significant expansion, with companies like Yaowang Technology hiring over 1,400 employees, primarily for live-streaming roles, reflecting the booming demand for talent in this field [3][4]. - The peak of live-streaming e-commerce was marked by record sales, such as Li Jiaqi's 21.5 billion yuan in sales during the 2022 Double Eleven event, showcasing the immense potential for wealth creation [4]. Group 2: Challenges and Market Saturation - The live-streaming e-commerce market has become increasingly competitive, leading to a decline in earnings for many streamers, with hourly wages for lower-tier streamers dropping from 160 yuan to 80 yuan [4][5]. - Many individuals, including those who initially found success, are now leaving the industry due to burnout and declining market conditions, with some opting to return to their hometowns [5][10]. - The influx of new entrants into the market has made it difficult for existing streamers to maintain their positions, as the market becomes saturated with lower-tier talent [5][11]. Group 3: Changing Employment Landscape - The employment landscape in Hangzhou has shifted, with many companies offering lower salaries and higher expectations, leading to increased job insecurity for workers in the live-streaming sector [12][15]. - The government’s talent subsidies have attracted many newcomers, but this has also resulted in wage suppression as companies leverage the oversupply of labor [14][15]. - The pressure on companies has intensified, with many struggling to maintain profitability amidst rising operational costs and high return rates on products sold through live-streaming [11][12]. Group 4: Personal Experiences and Industry Reflections - Individuals like Cheng Xintong and Li Wen have shared their experiences of the intense pressure and anxiety associated with live-streaming, including the physical toll it takes on their health [6][9]. - The narrative reflects a broader existential crisis among streamers, who often feel like "money-making machines" without a clear sense of purpose beyond financial gain [10][18]. - Despite the challenges, some still see potential in the industry, particularly for newcomers who can quickly earn significant income compared to traditional sectors [16][18].

Core Viewpoint - The rise of village leaders using short videos to promote local tourism and agricultural products has sparked both interest and controversy, highlighting the challenges and opportunities in rural economic development through social media engagement [2][3][22]. Group 1: Village Leaders and Short Video Promotion - Since March, village leaders across China have increasingly engaged in short video platforms to promote local tourism and agricultural products, aiming to boost sales and industry development [2][4]. - Some village leaders, like Guan Zuping from Hatsishi Village, have successfully garnered significant followings and engagement on platforms like Douyin, with Guan achieving 240,000 followers and an average of 40,000 likes per video [4][5]. - The trend has led to a surge in interest, with Douyin search index for "village leader" increasing by 202% recently, indicating a growing phenomenon [18]. Group 2: Economic Impact and Challenges - Guan Zuping reported a sales volume of approximately 10 million yuan from agricultural products through live streaming, significantly improving local infrastructure and increasing villagers' incomes [6][10]. - Despite the initial success, the actual conversion rate from views to sales remains low, with Guan's live streams attracting 200,000 to 300,000 viewers but struggling to translate that into substantial sales [8][10]. - The competitive landscape for short video content has intensified, making it difficult for grassroots leaders to sustain their efforts without professional support and resources [10][21]. Group 3: Controversies and Public Perception - The approach of village leaders has faced criticism for lacking cultural depth and potentially damaging their image, with some arguing that it could lead to a trivialization of their roles [3][22]. - Conversely, there is recognition that without promotion, rural areas may remain unknown, and the efforts of these leaders should not be dismissed outright [3][22]. - The debate continues on the balance between effective promotion and maintaining the dignity of public service roles, with some experts advocating for a supportive approach to these initiatives as a means of rural economic development [26][27].

Core Viewpoint - Multiple short video creators have publicly accused brands of using their content without authorization, leading to reduced earnings and exploitation of their work [1][2][4] Group 1: Issues Faced by Creators - Creators claim that their videos, initially intended for brand promotion, are being repurposed by brands for their own channels without proper compensation [2][3] - The commission rates for creators have been significantly reduced, with reports of rates dropping from 10% to as low as 1% [4][9] - Many creators are now facing a dilemma where they invest time and effort into content creation but receive little to no financial return due to brands taking advantage of their work [9] Group 2: The Role of Small Creators - Small creators, often referred to as KOCs, are becoming a crucial part of the e-commerce landscape, with a significant percentage of them having fewer than 100,000 followers [6][7] - These creators are more cost-effective for brands compared to top influencers, leading to an increase in their usage for product promotion [6][7] - Despite their growing importance, small creators are still struggling with monetization, often relying solely on commission-based earnings without guaranteed base fees [9] Group 3: Industry Response and Solutions - The industry is recognizing the importance of creator content, prompting platforms to introduce features that encourage brands to collaborate more with creators [10][12] - New initiatives like the "拍就投" program aim to create a win-win situation by allowing brands to provide budgets for creators to produce quality content, thus enhancing the ecosystem [12][13] - To protect creators' rights, it is essential for brands to establish clear agreements regarding content usage and revenue sharing during collaborations [13][14]