In the digital era, the live streaming economy has emerged as a revolutionary economic model, reshaping our daily lives and consumption patterns at an unparalleled pace.

On February 18, at the 2025 Magnolia Live Streaming Economy Series Launch Event, Yangpu unveiled the Three-Year Action Plan for Establishing a Live Streaming Economy Hub in Yangpu District and introduced the "YOUNG Live Streaming Economy Partnership Program". This ambitious plan aims to establish Yangpu as a nationally renowned hub for the live streaming industry, targeting a market value of over 100 billion yuan by 2027.

At the event, Shanghai Media Group (SMG) launched the "Magnolia Live Streaming Room Plan". Leaders from the Publicity Department of the CPC Shanghai Municipal Committee, the Shanghai Municipal Commission of Commerce, the Shanghai Municipal Administration of Culture and Tourism, the Yangpu District People's Government, and SMG jointly initiated the Magnolia City Journey of Culture, Tourism, Commerce, Sports, and Exhibitions". This marks a new chapter in integrating live streaming with cultural and tourism initiatives. The event brought together prominent live streaming platforms, brands, and industry experts from Shanghai to explore emerging trends and opportunities in the live streaming economy, aligning with national and municipal strategic plans.

At the launch ceremony, it was announced that Yangpu will provide substantial policy incentives: 500,000 yuan for live streaming e-commerce bases that first receive municipal-level or higher recognition; up to 1 million yuan for e-commerce enterprises surpassing sales growth targets; and up to 2 million yuan for outstanding internet content creation projects meeting specified criteria.

The "YOUNG Live Streaming Economy Partner Program" brought together a diverse coalition of partners, including the Shanghai Live Streaming Ecommerce Alliance, Fudan University, Shanghai University of Finance and Economics, Shanghai Urban Construction Vocational College, OCJ, Douyin, Meituan, Bilibili, Xiaohongshu, Dewu, Agora, Xiaoyuzhou, Joy Media, Wufeng Tech, and CSSC Science & Technology. Together, they will forge a new path for collaborative development in Yangpu's live streaming sector.

Yangpu's digital economy has been steadily gaining momentum, with universities and major companies converging and interacting. The live streaming ecosystem is thriving, boasting a regional market value of approximately 6.1 billion yuan. A four-tier live streaming infrastructure has taken shape, encompassing nearly 50 live streaming bases, incubation spaces, studios, and unique live streaming scenarios.

Moving forward, Yangpu will focus on creating a live streaming economy hub that integrates digital and real economies, featuring quality products, content creation, talent development, and public services. By accelerating the cultivation of key players, strengthening ecosystem development, fostering innovation, and promoting outward expansion, the district will implement 12 strategic measures to unleash the full potential of the live streaming economy. This will drive new forms of service consumption, such as the silver hair economy and ACGN, empower the internet e-commerce industry chain, and facilitate cross-border expansion.

Last year, Yangpu took the lead in the city by rolling out the "Premium Plan" for top-tier global internet content creators, alongside policies aimed at boosting the high-quality development of commerce and service industries. This strategic move attracted new business ventures from prominent online economy companies like Douyin, Meituan, and Dewu, setting the stage for a vibrant digital economy ecosystem.

Embracing the ethos of "youthfulness, immersion, and digitalization", Yangpu launched the consumer brand "Exploring Digital Yangpu", propelling the internet e-commerce industry chain forward. The district unveiled a live streaming economy training base and forged strong partnerships with leading companies to digitally transform over 1,000 traditional businesses and time-honored brands. A prime example is Shanghai Soap, which saw its turnover soar by over 100% during the 618 Shopping Carnival. During the 7th China International Import Expo, OCJ broke new ground with a "live streaming + exhibition" model, linking large and small screens. The initiative drew 1.6 million viewers on mobile platforms and generated over 120,000 orders. It is clear that Yangpu's live streaming economy is maturing rapidly, transitioning from its nascent stage to a robust and flourishing ecosystem.

Amid the digital revolution, OCJ, a video shopping platform and one of Shanghai's second batch of live streaming e-commerce bases, has leveraged SMG's rich resources to form a powerful alliance with Yangpu. Together, they have launched the "Magnolia Live Streaming Studio" IP and established an integrated demonstration base for industry-academia-research collaboration. The inaugural live streaming plan aims to create a "1+4" live streaming ecosystem, featuring a base on Guoding Road and distinctive live streaming studios at iconic locations like the Oriental Pearl Tower, The River Mall, Yangpu Riverside, and Victory Center. They also launched the Magnolia Live Streaming Alliance, with founding members including Morning, China Construction Bank Shanghai Branch, OCJ, Shanghai Institute of Visual Arts, and Bright Food International. These partners will pool their resources to drive the integrated development of "culture, tourism, commerce, sports, and exhibitions", fueling the growth of Shanghai's live streaming economy.

Looking ahead, Yangpu will capitalize on the agglomeration of leading live streaming enterprises. By pioneering innovative cooperation models among the district, universities, and businesses, the district will foster synergistic development across the live streaming industry. It will focus on joint efforts in industrial growth, talent cultivation, content creation, and technological empowerment, empowering a diverse array of entities, including enterprises, institutions, and influencers. The goal is clear: to build a high-quality live streaming economy ecosystem that sets a new benchmark for the industry.