Compound Talent Demand and Cultivation Pathways for Cross-border E-commerce English Live Streaming in Dongguan's Knitwear Industry: A Person-Job Fit Perspective

Xinfei Liao; Xiaojuan Zeng

doi:10.70088/r1861v89

Authors

Xinfei Liao College of Foreign Studies, Guangdong University of Science and Technology, Dongguan, China Author
Xiaojuan Zeng College of Foreign Studies, Guangdong University of Science and Technology, Dongguan, China Author

DOI:

https://doi.org/10.70088/r1861v89

Keywords:

knitwear industry, e-commerce, live streaming, talent cultivation, person-job fit

Abstract

The shortage of compound talents has become a core bottleneck restricting the development of cross-border English live streaming in Dalang Town, the Dongguan's knitwear industry. As "China's Woolen Sweater Town" and the "World Knitwear Capital", Dalang is accelerating its foreign trade digital transformation through international platforms such as TikTok to reach broader global markets. Grounded in the Person-Job Fit theory, this paper systematically analyzes contemporary job postings and comprehensively examines the competency requirements for cross-border English live streaming hosts in the knitwear industry from three critical dimensions: knowledge, skills, and competencies. The empirical study identifies four primary mismatches between current talent supply and actual job demand: knowledge misalignment, skill gaps, competency imbalance, and insufficient organizational fit. These critical discrepancies reflect a profound structural dilemma where "strong English proficiency ≠ professional live streaming capability, strong live streaming capability ≠ professional product expertise, professional product expertise ≠ strong cross-border capability". Based on these comprehensive findings, the paper proposes strategic talent cultivation pathways from five interconnected perspectives: educational institutions, enterprises, industry associations, government bodies, and individual practitioners. The ultimate aim is to effectively cultivate highly skilled compound talents, bridge the existing competency gaps, and robustly support the high-quality global expansion and sustainable industrial upgrading of the traditional knitwear industry in the digital era.

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