On the afternoon of October 31, the launch ceremony of the sixth “11 Live Streaming Month” and the thematic event of Changning District's Live Streaming Economy Agglomeration Zone was held at WYSH in Changning District.

This event focused on the positive role of the live streaming economy in boosting consumption, stabilizing growth, and strengthening momentum. Centered around five key themes—"Quality, Global Expansion, Sharing, Talent, and Party Building"—it comprehensively showcased Changning's latest achievements in promoting the standardization, agglomeration, and internationalization of the live streaming economy through various segments including activity releases, mechanism unveilings, standard initiatives, and competition showcases, thereby accumulating new momentum for the high-quality development of Shanghai's live streaming economy.

Boosting consumption: Live streaming empowers innovation in business formats and scenarios

The sixth “11 Live Streaming Month” has officially commenced. From November 1 to 15, high-quality market entities across the city, including live streaming platforms, live streaming bases, MCN agencies, retail enterprises, and brand companies, will launch over 60 diverse online and offline themed live streaming activities. These will cover seven key sectors: domestic trendy products and time-honored brands, fashion and trendy toys, local lifestyle services, popular products from the CIIE, cultural and tourism consumption, industrial empowerment, and digital commerce for rural revitalization. Activities will include new product launches, direct price reductions, discounts, limited-time gifts, flash sales, lotteries, red envelope distributions, and coupon offers, delivered through specialized online livestreams, online-to-offline integration, product experiences, and collaborations with paired support regions.

During the launch ceremony, four live streaming economy agglomeration zones—Changning, Yangpu, Songjiang, and the Hongqiao International Central Business District—along with Chongming District, announced supporting activities. Changning is hosting the thematic event "Anchor Style Awaits You in Changning • Thematic Event of Changning District's Live Streaming Economy Agglomeration Zone," with a variety of activities rolling out within the district.

Seven key platforms, bases, and enterprises released featured thematic activities aligned with the key sectors. Changning-based enterprise Spring Tour will conduct a "Double 11 Domestic & Outbound Tourism Consumption Live Stream," covering popular destinations like Changbai Mountain, Japan, and island getaways.

Building mechanisms to strengthen the foundation of live streaming talent and industry

Onsite, the Shanghai Online Anchor Training Base was officially established in Changning. Guided by the Municipal Cyberspace Administration and the Municipal Human Resources and Social Security Bureau, and leveraging Changning District Spare-time University (Changning District Community College), the base will provide comprehensive support for live streaming talent, including theoretical training, skills enhancement, and professional standards, continuously supplying the industry with professional expertise.

Simultaneously, the collaborative mechanism for the development and construction of Changning District's Live Streaming Economy Agglomeration Zone was established. Eleven departments, including the District Commerce Commission, District Cyberspace Administration, District Social Work Department, District Development and Reform Commission, District Human Resources and Social Security Bureau, District Culture and Tourism Bureau, District Market Supervision Bureau, District Public Security Bureau, District Trade Union, District Committee of the Communist Youth League, and District Women's Federation, will collaborate to support the agglomerative development of the live streaming economy across multiple dimensions, including industrial guidance, business services, Party building empowerment, skills training, consumption environment, and cybersecurity.

Standards first: proposing Changning pilot for 'Quality E-commerce Live Stream Rooms'

To promote the healthy and orderly development of the live streaming industry, the pilot initiative for the "Management Standard for Quality E-commerce Live Stream Rooms" in Changning District was announced. As the first local standard for live streaming e-commerce in China, this specification was drafted under the leadership of the Shanghai Online Shopping Association. It refines operational requirements for live stream rooms across the entire "people, goods, and venue" chain, covering key aspects like product selection, anchor conduct, and after-sales service. Enterprises representing Changning, including ROMOMO, Trip.com Group, Spring Tour, and NEIWAI, jointly initiated a response, calling on all forces within the district, such as live streaming e-commerce platforms, MCN agencies, and brand enterprises, to actively implement the standard requirements and jointly build a high-quality live streaming ecosystem.

International perspective: creating a new name card for a consumer-friendly experience

During the event, nine influential internet personalities and key opinion leaders from various fields—Wu Eryu, Chen Yi, Wang Yufan, Sun Yi, Shi Wen, Xue Zhen, Gu Zhixuan, Kong Tong, and Mao Wanyan (Sydney Mager)—were appointed as "Changning District International Consumption Friendly Environment Experience Ambassadors." Through diverse perspectives, they will explore Changning's commercial areas and streets, using their lenses and words to endorse and promote the district's high-quality services and friendly environment, helping to enhance Changning's appeal as an international consumption destination.

Youth power: Party building leads the new live streaming ecosystem

The Shanghai Changning District Live Streaming Economy Guidance and Promotion Committee of the Communist Youth League was established onsite, aiming to integrate youth resources and empower industry development.

The "Hello New Anchor" series of comprehensive Party-mass services for Changning's live streaming economy was simultaneously launched. It includes three key components: the excellence cultivation plan for Party member anchors, Live Streaming Commerce Competition activities, and the occupational mental health empowerment plan, promoting the deep integration of "Party building + live streaming" and injecting "red momentum" into the industry.

In the subsequent Changning District Live Streaming Economy Merit Competition showcase, ten young anchors from companies and institutions including BUY QUICKLY, Trip.com, Spring Airlines, Fanshu, Guancha.cn, EqualOcean, Ledu, Tongren Hospital, Donghua University, and Yixun Culture competed in turns around the theme "Explore, Share, Revitalize—Making Changning's Characteristic Blocks 'Vibrant' and the Business Environment 'Excellent'." The competition ultimately selected winners for four awards: "Innovation Expert," "Youth Rising Star," "Elegant Leading Star," and "Future Star," demonstrating the professional competence, innovative vitality, and contemporary responsibility of young live streaming talent.

As one of Shanghai's first live streaming economy agglomeration zones, Changning has consistently built upon its solid industrial foundation, creating a leading advantage for the live streaming economy's "head start." With forward-looking systematic planning, it has charted a development blueprint for the live streaming economy's "steady and sustained progress." Through multi-dimensional ecosystem cultivation, it has infused the live streaming economy with the powerful momentum that "makes those nearby happy and those afar come."

This year's “11 Live Streaming Month” is not only a window showcasing the phased achievements of Changning's live streaming economy but also a new starting point for Changning to deepen cooperation and jointly plan the future with partners across the city and the country. Seizing this opportunity, Changning will, through city-district coordination, government-enterprise collaboration, and district-wide resonance, enable more high-quality content, professional anchors, and fashionable brands to go from Changning to the whole nation and connect globally. It is committed to building a new highland for the high-quality development of the live streaming economy and contributing even more immense Changning strength to the construction of Shanghai as an international consumption center city.

The event was attended by Zhou Lan, deputy director of the Shanghai Municipal Commission of Commerce; Zhao Yongzun, deputy director of Changning District; and Yang Yang, deputy secretary of the Shanghai Municipal Committee of the Communist Youth League. The event was jointly hosted by the Shanghai Municipal Commission of Commerce and the People's Government of Changning District. Representatives from municipal departments including the Publicity Department, the Economy and Informatization Commission, the Culture and Tourism Bureau, the Human Resources and Social Security Bureau, and the Market Supervision Administration, as well as from district commerce departments, industry associations, live streaming bases, key enterprises, industry experts, internet personalities, and media attended.