随着中国互联网行业的飞速发展，短视频和直播行业近年来迅速崛起，成为全球最具活力和吸引力的内容产业之一。中国的短视频平台如抖音、快手，以及直播平台如淘宝直播、虎牙、斗鱼等，吸引了大量的用户和内容创作者。对于外国人来说，这一新兴领域提供了前所未有的就业机会。本文将探讨外国人在中国短视频和直播行业的就业机会、入行途径以及挑战和建议。
With the rapid development of China's Internet industry, the short video and live streaming industry has risen rapidly in recent years, becoming one of the most dynamic and attractive content industries in the world. China's short video platforms such as Douyin and Kuaishou, as well as live streaming platforms such as Taobao Live, Huya and Douyu, have attracted a large number of users and content creators. For foreigners, this emerging field offers unprecedented job opportunities. This article will explore employment opportunities, entry pathways, challenges and advice for foreigners working in China's short video and live streaming industry.
一、中国短视频和直播行业的崛起
First, the rise of China's short video and live streaming industry
1. 行业背景
1. Industry background
短视频和直播平台的兴起源于移动互联网的普及和内容消费习惯的改变。随着智能手机的普及和网络速度的提升，越来越多的用户选择通过短视频和直播进行娱乐、购物和学习。短视频凭借其简短、直观的特点，成为大众喜闻乐见的内容形式。而直播则赋予了互动性和即时性，逐渐成为电商、游戏和社交的重要组成部分。
The rise of short video and live streaming platforms stems from the popularity of mobile Internet and changes in content consumption habits. With the popularity of smartphones and the improvement of Internet speed, more and more users choose to entertain, shop and learn through short videos and live broadcasts. Short video, with its brief and intuitive characteristics, has become a popular form of content. Live streaming, on the other hand, gives interactivity and immediacy and is becoming an important part of e-commerce, gaming and social networking.
据数据显示，中国短视频用户数已超过7亿，直播用户数接近6亿。这一庞大的市场吸引了众多企业、品牌和个人入驻，创造了大量的就业岗位和商业机会。尤其是短视频平台，如抖音、快手等，已经成为内容创作者施展才华和谋生的重要舞台。
According to data, the number of short video users in China has exceeded 700 million, and the number of live broadcast users is close to 600 million. This huge market has attracted many companies, brands and individuals to settle in, creating a large number of jobs and business opportunities. In particular, short video platforms, such as Douyin and Kuaishou, have become important stages for content creators to display their talents and make a living.
2. 对外籍人才的需求
2. Demand for foreign talents
随着短视频和直播行业的全球化发展，外国人参与这一行业的机会逐渐增多。越来越多的品牌和企业希望通过国际化的视角来拓展全球市场或吸引中国的外国人群体。此外，外籍内容创作者和主播的独特文化背景和语言能力，能够吸引不同的观众群体，增加平台和内容的多样性。
With the globalization of the short video and live streaming industry, the opportunities for foreigners to participate in this industry are gradually increasing. More and more brands and businesses are looking to expand their global market or appeal to the expat community in China through an international perspective. In addition, the unique cultural background and language ability of foreign content creators and anchors can attract different audience groups and increase the diversity of platforms and content.
中国的短视频和直播平台正在积极寻求具有国际视野的创作者和从业者，以满足多元化的市场需求。因此，外籍人士在这一行业中扮演着越来越重要的角色。
China's short video and live streaming platforms are actively seeking creators and practitioners with an international perspective to meet diversified market demands. As a result, expats are playing an increasingly important role in this industry.
二、外国人在短视频和直播行业的就业机会
Second, employment opportunities for foreigners in the short video and live broadcasting industry
1. 内容创作者
1. Content creators
对于外国人来说，成为短视频内容创作者或主播是进入这一行业最直接的途径。凭借独特的文化背景、语言优势和国际视角，外籍内容创作者能够打造差异化的内容，吸引特定的观众群体。例如，很多外国博主在中国分享他们的日常生活、文化差异体验、美食评测等内容，迅速积累了大量粉丝。
For foreigners, becoming a short video content creator or anchor is the most direct way to enter the industry. With unique cultural backgrounds, language advantages and international perspectives, foreign content creators are able to create differentiated content that appeals to specific audiences. For example, many foreign bloggers in China share their daily lives, experiences of cultural differences, food reviews, etc., and quickly accumulate a large number of fans.
外国人可以通过以下方式成为成功的内容创作者：
Foreigners can become successful content creators in the following ways:
- 文化类博主：分享自己在中国的生活体验，展示中西文化的碰撞与融合。
- Cultural bloggers: Share their own life experience in China and show the collision and integration of Chinese and Western cultures.
- 语言教育主播：外籍人士可以通过短视频和直播教授英语、法语等外语。
- Language education anchor: Expats can teach English, French and other foreign languages through short videos and live broadcasts.
- 美食评测：外国博主可以尝试介绍中国的传统美食，或比较中西餐饮文化。
- Food evaluation: Foreign bloggers can try to introduce traditional Chinese food, or compare Chinese and Western food culture.
- 旅游博主：以外国人的视角介绍中国各地的风景名胜，吸引国内外观众。
- Travel blogger: introducing scenic spots around China from a foreign perspective to attract domestic and foreign audiences.
2. 跨境电商主播
2. Cross-border e-commerce anchor
近年来，直播电商在中国迅速崛起，成为品牌销售的重要渠道。越来越多的企业开始寻找具备跨文化沟通能力的外籍主播，帮助他们向国际市场推销产品。外籍主播可以利用自己的语言优势，直接向海外消费者介绍产品，增加信任感和销售机会。
In recent years, live streaming e-commerce has risen rapidly in China and become an important channel for brand sales. More and more companies are looking for foreign anchors with cross-cultural communication skills to help them sell their products to the international market. Foreign anchors can use their language advantages to directly introduce products to overseas consumers, increasing trust and sales opportunities.
一些中国企业希望通过外籍主播打入海外市场，因此他们会聘请来自不同国家的外籍人士进行直播销售。这类直播不仅限于中国市场，还可能面向全球观众，外籍主播在其中的作用显得尤为重要。
Some Chinese companies want to break into overseas markets with foreign anchors, so they hire expatriates from different countries to sell live broadcasts. Such live broadcasts are not limited to the Chinese market, but may also be aimed at a global audience, in which foreign anchors play a particularly important role.
3. 行业顾问与策划
3. Industry consulting and planning
随着中国短视频和直播行业的日益成熟，平台和企业越来越重视内容策划和品牌营销。外国人如果具备市场营销、品牌推广或内容策划的专业知识，可以成为行业中的顾问或策划者，帮助平台或企业制定适合国际市场的内容策略。
With the growing maturity of China's short video and live streaming industry, platforms and enterprises are paying more attention to content planning and brand marketing. Foreigners with expertise in marketing, branding or content planning can become consultants or planners in the industry to help platforms or companies develop content strategies suitable for the international market.
此外，外籍人士还可以为中外企业提供咨询服务，帮助他们在短视频和直播领域打造国际化品牌，制定内容输出策略和广告推广计划。尤其是对于那些希望进军国际市场的中国企业，外籍策划人员的文化背景和市场洞察力是其成功的关键。
In addition, foreigners can provide consulting services to Chinese and foreign companies to help them build international brands in the field of short video and live streaming, and formulate content output strategies and advertising promotion plans. Especially for Chinese companies looking to enter the international market, the cultural background and market insight of foreign planners are key to their success.
4. 平台运营和管理
4. Platform operation and management
随着短视频和直播行业的全球化发展，平台开始聘请具有国际视野的管理和运营人才，来拓展其国际用户群体。外籍人士可以担任平台的国际市场运营经理、内容审核员或用户增长策略师，负责推动平台的全球化布局。
With the globalization of the short video and live streaming industry, the platform has begun to hire management and operation talents with an international perspective to expand its international user base. Expats can work as international market operations managers, content moderators or user growth strategists for the platform, responsible for driving the global layout of the platform.
此外，一些平台还需要外籍人士帮助他们建立与国际内容创作者的合作关系，推动跨境内容创作和文化交流。这类职位不仅需要语言能力，还要求申请者对国际市场和跨文化沟通有深入理解。
In addition, some platforms also need expats to help them build partnerships with international content creators and promote cross-border content creation and cultural exchange. These positions require not only language skills, but also an in-depth understanding of international markets and cross-cultural communication.
三、外国人入行的途径
Third, the way foreigners enter the industry
1. 通过内容创作平台
1. Through content creation platforms
外国人可以选择入驻主流短视频和直播平台如抖音、快手、哔哩哔哩等，发布原创内容。通过与平台签约或自主发布，外籍创作者可以积累粉丝，并通过广告、打赏、直播带货等方式变现。
Foreigners can choose to join mainstream short video and live streaming platforms such as Douyin, Kuaishou and Bilibili to publish original content. By signing contracts with the platform or self-publishing, foreign creators can accumulate fans and cash in through advertising, reward, live delivery and other ways.
2. 加入MCN机构
2. Join the MCN organization
MCN机构是专门为内容创作者提供支持和服务的组织。外国人可以通过加入这些机构，获得内容创作指导、资源支持和商业合作机会。这些机构可以帮助外籍创作者更快地在中国的短视频和直播行业中站稳脚跟。
The MCN Organization is an organization dedicated to providing support and services to content creators. By joining these organizations, foreigners can receive content creation guidance, resource support and business partnership opportunities. These agencies can help foreign creators gain a foothold in China's short video and live streaming industry more quickly.
3. 寻求企业合作
3. Seek corporate cooperation
对于希望从事直播电商或跨境电商的外国人，可以直接与品牌、企业或直播平台合作。通过担任品牌代言人或合作主播，外国人可以帮助中国企业推广产品，并通过直播平台与全球消费者互动。
For foreigners who want to engage in live streaming e-commerce or cross-border e-commerce, they can directly cooperate with brands, enterprises or live streaming platforms. By acting as brand spokespeople or co-anchors, foreigners can help Chinese companies promote their products and interact with global consumers through livestreaming platforms.
四、挑战与建议
Iv. Challenges and Suggestions
1. 文化差异
1. Cultural differences
虽然外国人在中国短视频和直播行业拥有大量机会，但文化差异仍然是一个挑战。外籍创作者需要对中国的文化和用户喜好有深入了解，才能制作出真正符合中国观众胃口的内容。建议外国人多与本地团队合作，学习本地文化和市场需求，以此提升内容的质量和吸引力。
While there are plenty of opportunities for foreigners in China's short video and live streaming industry, cultural differences remain a challenge. Foreign creators need to have a deep understanding of Chinese culture and user preferences in order to produce content that truly meets the appetite of Chinese audiences. Foreigners are advised to work with local teams and learn about local culture and market needs to improve the quality and attractiveness of content.
2. 语言障碍
2. Language barrier
虽然外籍创作者的外语能力是其优势之一，但在中国的短视频和直播行业中，汉语能力仍然是至关重要的。如果希望吸引更广泛的中国观众，外国人应提升自己的中文表达能力，并学会使用符合当地语境的表达方式。
While foreign language ability of foreign creators is one of its advantages, Chinese language ability is still crucial in China's short video and live streaming industry. If they want to appeal to a wider Chinese audience, foreigners should improve their Chinese language skills and learn to use expressions that fit the local context.
3. 平台规则和政策
3. Platform rules and policies
外国人在中国平台上运营时，还需注意平台的政策与规则，包括内容审核、版权保护等方面。与平台建立良好的沟通渠道，了解政策更新，可以有效避免内容被下架或账号受限的风险。
When foreigners operate on Chinese platforms, they should also pay attention to the policies and rules of the platforms, including content review and copyright protection. Establishing a good communication channel with the platform and understanding policy updates can effectively avoid the risk of content being removed or account restricted.
五、成功故事分享
5. Sharing success stories
案例一：法国博主Alex的文化分享之路
Case 1: French blogger Alex's way to share culture
法国博主Alex最初来到中国是为了学习中文，但他对中国文化的热爱促使他开始在抖音上分享自己在中国的日常生活。他的短视频内容充满了幽默和对中国文化的欣赏，如他尝试学习中文、探索中国传统节日等。这些内容迅速吸引了大量中国观众，并让他成为平台上的文化博主。如今，Alex通过短视频平台不仅获得了大量粉丝，还接到了许多商业合作和品牌代言机会。
Alex, a French blogger, originally came to China to learn Chinese, but his love for Chinese culture prompted him to start sharing his daily life in China on Douyin. His short videos are full of humor and appreciation for Chinese culture, such as his attempts to learn Chinese and explore traditional Chinese festivals. The content quickly attracted a large Chinese audience and made him a cultural blogger on the platform. Today, Alex has not only gained a large number of fans through the short video platform, but also received many business cooperation and brand endorsement opportunities.
案例二：跨境电商主播Anna的直播带货之路
Case 2: Cross-border e-commerce anchor Anna's live road to bring goods
来自俄罗斯的Anna拥有多年时尚行业经验，她看到了中国直播电商的巨大潜力，决定加入某直播平台成为跨境电商主播。凭借她对欧洲时尚的专业见解和对中国观众需求的理解，她帮助多个中国时尚品牌打开了欧洲市场。通过她的直播，不仅提升了品牌在国际市场的曝光率，也让Anna获得了可观的收入。
Anna from Russia has many years of experience in the fashion industry. She saw the great potential of China's live streaming e-commerce and decided to join a live streaming platform to become a cross-border e-commerce anchor. With her professional insight into European fashion and understanding of the needs of Chinese audiences, she has helped several Chinese fashion brands to open up the European market. Through her live broadcast, Anna not only improved the brand's exposure in the international market, but also earned considerable income.
六、结语
Vi. Conclusion
短视频和直播行业的兴起为外国人在中国提供了前所未有的就业和创业机会。无论是内容创作、跨境电商、还是行业策划，外国人都可以通过发挥自己的语言、文化和市场优势，在这一新兴领域找到适合自己的发展路径。尽管面临文化和语言的挑战，但随着行业的不断发展，外国人在中国短视频和直播行业中的前景无疑将更加广阔。
The rise of the short video and livestreaming industry has provided unprecedented employment and entrepreneurship opportunities for foreigners in China. Whether it is content creation, cross-border e-commerce, or industry planning, foreigners can find their own development path in this emerging field by leveraging their language, culture and market advantages. Despite the cultural and linguistic challenges, the prospects for foreigners in China's short video and live streaming industry will undoubtedly be broader as the industry continues to develop.
