Live-Commerce Creator Program
(Research/Business)
Alibaba's live-streaming e-commerce space faces a Key Opinion Consumer (KOC) talent gap and fragmented enterprise needs. So, I led market research and Project Management execution to stand up a university–enterprise program that matched real brand demand with student content creators, building the pipeline end-to-end to ship content predictably.
Project Outcomes
56
STUDENTS
successfully maintained KOC accounts with 1,000+ followers
From Nov. 20-30, 2024, the total sales from KOC clips reached
19,056
CHINESE YUAN
TOP-LEVEL DEMAND:
Pre-Project
Analysis:
MID-LEVEL CHALLENGES:
The live-streaming clip sector (with annual GMV exceeding billions) faces a talent gap of 300,000+ KOCs.
Fragmented Enterprise Needs vs. Students' Lack of Experiences leads to the University-Enterprise collaboration program
UNDERLYING PAIN POINT:
Traditional collaborations prioritize theory over practice, resulting in a conversion rate <15% for live-streaming content creation
Our solution is to build a live-streaming e-commerce talent ecosystem from scratch.
Project Goal
Build a talent incubation system from 0 to 1
Collaboration: Yunnan Minzu University
Market
Research
STEP 1 - Live-Commerce Industry Analysis
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Clarify the strategic value of the live stream clipping sector within the e-commerce ecosystem to provide data support for project approval.
01 - Research Current Market
02 - Analyze Top Accounts
STEP 2 - A/B Testing for Clip Distribution
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Use data-driven methods to optimize the clip content strategy, establishing a reusable "hit formula" for clip editing and account management.
01 - Analyze Clip Editing Styles
02 - Test Clip Editing Across Platforms
STEP 3 - Convert Findings into KOC Onboarding Methodologies
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Translate industry insights and test conclusions into actionable onboarding systems to ensure students can apply skills post-learning.
01 - Crafting an Introduction to live streaming clipping
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Training materials & operation workflows as PPT lessons.
02 - Account Management Methodology
Project Management
Execution
STEP 1 - Standardize KOC Account Management
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Develop standardized toolkits and build a reusable account management system to reduce complexity and improve efficiency.
01 - Design Hierarchical Management Structure
02 - Develop SOP Toolkits And PPT Teaching Materials
STEP 2 - Project Implementation Process Control
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Implement detailed process management to identify and resolve operational issues promptly, ensuring account performance meets standards.
01 - Daily Tasks and Report
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Standardize daily reporting templates
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Create daily inspection forms for monitoring
02 - Consolidate Issues and Q&A
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Promptly summarize issues encountered
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Regularly update Q&A forms for quick solutions
CREATED AN "INFORMATION CENTER" TO RESCIE Q&A COSTS BY 60%