Original Title: Notice on Issuing the "Several Opinions on Accelerating the Development of the Live Streaming and Short Video Industry in Jiading District"
Jia Shang [2020] No. 15
To the People’s Governments of All Towns, Relevant Commissions, Offices, and Bureaus of the District Government, All Subdistrict Offices, and the Administrative Committees of Jiading New Town, Jiading Industrial Zone, and Juyuan New District:
The "Several Opinions on Accelerating the Development of the Live Streaming and Short Video Industry in Jiading District" is hereby issued to you. Please implement them accordingly.
Attachment: Several Opinions on Accelerating the Development of the Live Streaming and Short Video Industry in Jiading District
Shanghai Jiading District Commerce Commission
Shanghai Jiading District Culture and Tourism Bureau
Shanghai Jiading District Economic Commission
Shanghai Jiading District Science and Technology Commission
Shanghai Jiading District Human Resources and Social Security Bureau
Shanghai Jiading District Finance Bureau
November 30, 2020
Attachment
Several Opinions on Accelerating the Development of the Live Streaming and Short Video Industry in Jiading District
To actively respond to Shanghai’s “Four Major Brands” initiative and the development of an international consumer city, and to further foster the growth of the online consumer economy,in accordance with the guiding principles of the “Shanghai Action Plan for Promoting the Development of the New Online Economy (2020–2022),” and in line with Jiading District’s goal of building a live-streaming and short-video industry ecosystem characterized by integrated business models, distinctive features, a concentration of talent, and vibrant energy, to promote the innovative development of the real economy, and to contribute new momentum to Jiading’s efforts to accelerate the creation of a modern, new-type city that is “full of innovative vitality, fully integrated in development, and rich in cultural charm,” these Opinions are hereby formulated.
I. Main Objectives
During the 14th Five-Year Plan period, we will advance the implementation of the “Five Ones” Project to drive the real economy’s growth through the live-streaming and short-video industries. This includes: establishing a group of live-streaming and short-video industrial parks (bases); supporting a group of leading enterprises with exemplary and guiding roles; cultivating a group of MCN agencies with industry influence; incubating a group of influencer brands; and training a group of influencers. These efforts will help achieve the district-wide goal of adding 200 billion yuan in online consumption.
II. Fostering the Live Streaming and Short Video Industry Ecosystem
(1) Promoting the Construction of Live Streaming and Short Video Parks (Bases).We will actively encourage the construction of multifunctional, multi-sector live streaming and short video parks (bases) that integrate content production, video technology, and live streaming venues. We will support sub-districts and towns in leveraging their geographical advantages to create platforms for the live streaming and short video industries. We will encourage parks to innovate differentiated investment promotion policies to attract and cluster high-quality live streaming and short video platforms, MCN agencies, and professional service providers, thereby fostering a cluster effect. Institutions and individuals that successfully attract high-quality industrial projects may be granted corresponding rewards in accordance with relevant regulations.Encourage live streaming and short video parks (bases) to apply for designation as municipal- or district-level characteristic industrial parks. A one-time subsidy of 2 million yuan will be provided for newly recognized municipal-level characteristic parks, and a one-time subsidy of 1 million yuan for newly recognized district-level characteristic parks. Encourage parks (bases) to apply for honors such as demonstration bases and platforms at all levels; a subsidy of 1 million yuan will be provided for those receiving a national-level honor for the first time, and a subsidy of 500,000 yuan for those receiving a municipal-level honor for the first time.Financial rewards will be granted to management teams of parks that achieve excellent results in the annual comprehensive assessment. The management team of the municipal-level park ranked first in the annual assessment will receive 1 million yuan, while the management teams of the top three district-level parks in the annual assessment will each receive 500,000 yuan. Relevant enterprises that settle in recognized live-streaming and short-video parks (bases) will be provided with full financial support for up to three years, based on their contributions. (Responsible Units: District Economic Commission, District Commerce Commission, District Finance Bureau, all sub-districts and towns)
(2) Vigorously attract leading live-streaming and short-video projects. Fully leverage Jiading’s industrial development advantages to intensify investment promotion efforts for leading live-streaming and short-video projects (including leading enterprises, MCN agencies, live-streaming and short-video platforms, streamer studios, top streamers, professional service agencies, content producers, and celebrity live-streaming talent agencies), attracting outstanding market entities to establish operations in Jiading.Well-known live-streaming and short-video enterprises and agencies that establish operations in Jiading will be granted a one-time reward of 300,000 yuan or more, based on their contributions. Live-streaming and short-video enterprises (or talent teams) with outstanding contributions will be given priority each year for recommendations regarding various talent application quotas. (Responsible Units: District Commerce Commission, District Culture and Tourism Bureau, District Economic Commission, District Human Resources and Social Security Bureau, District Finance Bureau, and all sub-districts and towns)
(3) Encourage live streaming and short video enterprises to grow and strengthen their operations. Fully leverage the district’s advantages in manufacturing and e-commerce resources to promote the growth and strengthening of live streaming and short video enterprises, enhance their service and operational capabilities, and further accelerate the rapid development of the district’s live streaming and short video industries.Live streaming and short video enterprises registered in Jiading that achieve annual main business revenue exceeding 100 million yuan, 300 million yuan, and 500 million yuan (inclusive) for the first time will be granted one-time rewards of 800,000 yuan, 1 million yuan, and 2 million yuan, respectively. (Responsible Units: District Commerce Commission, District Culture and Tourism Bureau, District Finance Bureau, all sub-districts and towns)
(4) Establish Innovation Demonstration Models for Live Streaming and Short Video. Focus on cultivating live streaming and short video enterprises with strong innovation capabilities, exemplary effects, and significant market influence to foster and expand emerging consumption and drive the “Internet Plus” transformation and upgrading. A one-time reward of 300,000 yuan will be granted to live streaming and short video enterprises recognized as demonstration enterprises by municipal-level or higher relevant departments. (Responsible Units: District Bureau of Culture and Tourism, District Commission of Commerce, District Commission of Science and Technology, District Finance Bureau, all sub-districts and towns)
(5) Support the Development of Various Market Event Brands. For large-scale events, forums, festivals, and exhibitions organized by various market entities that align with industrial guidelines, possess strong brand influence, and play a positive role in driving and synergizing the regional industrial economy, a subsidy covering 30% of the event costs will be provided for three consecutive years, subject to the scale and brand influence of the event, with the maximum subsidy amount not exceeding 500,000 yuan. (Responsible Units: District Culture and Tourism Bureau, District Commerce Commission, District Finance Bureau, and all sub-districts and towns)
III. Building a New Industrial Chain System
(6) Building Jiading Brand IP. Focusing on the development of the “Five Jiadings,” create a range of distinctive, standout, well-known, and high-value-added live-streaming and short-video products and services. Establish a mechanism for positive interaction with Jiading’s real economy to enhance the spillover and driving effects on local enterprises and products, thereby helping to build local brand IP. (Responsible Units: District Culture and Tourism Bureau, District Economic Commission, District Commerce Commission, and all sub-districts and towns)
(7) Promoting the Aggregation of Industrial Chains. Encourage the industrialization of the live-streaming and short-video sectors, establish a comprehensive supply aggregation system, and integrate all links in the industrial chain, including design and R&D, manufacturing, brand building, offline retail outlets, and warehousing and logistics systems. Encourage manufacturing enterprises and industrial clusters to conduct live-streaming online to attract supply chain aggregation in Jiading. (Responsible Units: District Economic Commission, District Commerce Commission, all sub-districts and towns)
(8) Promote the integrated development of various industries. Foster the development of models such as “live streaming and short videos + lifestyle services,” “live streaming and short videos + specialty industries,” “live streaming and short videos + technology,” “live streaming and short videos + supply chains,” “live streaming and short videos + exhibitions and events,” “live streaming and short videos + cultural tourism,” and “live streaming and short videos + consumption-based poverty alleviation,” guiding various service industries toward digitalization and social media integration.Accelerate the cultivation of distinctive consumer platforms such as the “Automotive Live-Streaming E-commerce Base” and the “Impression City: Flagship Stores of Internet Celebrities.” (Responsible Units: District Culture and Tourism Bureau, District Commerce Commission, District Economic Commission, District Science and Technology Commission, all sub-districts and towns)
IV. Establishing a Support System for Key Resources
(9) Establish a Financial Support System. Leverage social capital and harness the catalytic effect of various venture capital funds within the district to facilitate precise matching between capital and projects, thereby supporting the development of the live-streaming and short-video industries. Encourage financial institutions to collaborate with live-streaming and short-video platforms to innovate and launch targeted investment and financing services. Local live-streaming and short-video enterprises that newly list on domestic or international securities markets or are listed on the equity exchange center will be eligible for a reward of up to 5 million yuan in accordance with relevant listing policies.Encourage various types of social venture capital funds to support the development of the live streaming and short video industries. (Responsible Units: District Commerce Commission, District Finance Bureau, all sub-districts and towns)
(10) Build a Science and Technology Innovation System. Promote scientific and technological innovation, guide enterprises to apply the latest achievements in high-tech development, and maintain a focus on emerging fields such as artificial intelligence and virtual reality. Prioritize the application and development of emerging technologies—including 5G, blockchain, big data, and artificial intelligence—within the live streaming and short video industries.Seize the momentum of innovative development to drive the innovation and transformation of enterprises and industrial parks, expanding from cultural and creative industries, “Internet Plus” e-commerce, and the advertising sector into fields such as next-generation information infrastructure operations and data services, mimetic defense and industrial control security, and artificial intelligence, thereby enriching the supply of products and services. (Responsible Units: District Science and Technology Commission, District Economic Commission, District Commerce Commission, all sub-districts and towns)
(11) Establish a Talent Support System. Optimize the talent evaluation standards system and make full use of the district’s autonomous approval authority for the residency registration of special talents. Strengthen the matching of supply and demand for housing for outstanding talents. In accordance with relevant municipal and district regulations, provide preferential policies when they rent public rental housing or receive home purchase and rental subsidies, with a maximum home purchase subsidy of 700,000 yuan and a monthly rental subsidy of 1,200 yuan for three consecutive years.Establish the “Jiading District Online New Economy Talent Training Base (Live Streaming and Short Video Sub-base)” to intensify efforts in talent recruitment, training, and service support. Encourage live streaming and short video platforms, as well as MCN agencies, to strengthen cooperation with professional colleges, training institutions, and technology R&D organizations. Collaborate with relevant educational institutions to conduct skills training and practical business training, thereby enhancing the service skills and professional competence of industry practitioners. (Responsible Units: District Human Resources and Social Security Bureau, District Commerce Commission, all sub-districts and towns)
(12) Innovate the government service management system. Provide services such as policy guidance and talent training, and guide associations and alliances to organize industry summits, forums, business matchmaking events, and live-streaming competitions. Standardize regulatory processes and establish coordination and information-sharing mechanisms. Promote live-streaming and short-video platforms to conduct security assessments in accordance with relevant requirements, improve error-correction and error-tolerance mechanisms as well as content dissemination oversight mechanisms, enhance risk information early warning and response capabilities, and establish and improve joint disciplinary mechanisms to promote the healthy and self-regulated development of the industry.(Responsible Units: Relevant functional departments, all sub-districts and towns)
V. Supplementary Provisions
These Guidelines shall take effect on December 1, 2020, and remain valid until December 31, 2023. Should new policies be issued by the central government or the municipal government during the implementation of these Guidelines, such policies shall prevail. If significant changes occur in the industry environment during implementation, the relevant district departments will review and adjust industry support standards and policies, and publish them in the form of application guidelines. The Jiading District Commerce Commission is responsible for interpreting these Guidelines.
