A Study on the Demand and Training Pathways for Cross-Border English Livestreaming Talents in the Blind Box Industry in Dongguan City

Xingye Cen; Xiaojuan Zeng

doi:10.70088/e2a8st16

Authors

Xingye Cen 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/e2a8st16

Keywords:

cross-border e-commerce, live streaming, english education, talent cultivation, blind box

Abstract

The rapid rise of cross-border e-commerce live streaming has spawned a highly specialized new composite role: the cross-border English live streamer. As a core manufacturing hub responsible for nearly 85% of China's total trendy toy production capacity, the blind box industry in Shipai town, Dongguan, Guangdong province, currently faces a severe structural shortage of qualified talent. The fundamental crux of this issue is a structural mismatch between existing talent supply and specific job competency requirements—specifically, a significant gap between merely "being able to speak English" and "being able to livestream in English effectively." This paper focuses on the essential core competency transformation required for cross-border English live streamers: moving from basic English language proficiency to strategic English utilization in sales engagement, cross-cultural communication, and ultimate sales conversion. Based on an in-depth diagnosis of the unique characteristics of blind box product live streaming and five core job competencies, this study systematically constructs a comprehensive cultivation plan. This proposed plan features two key curriculum modules, including specialized "English Application Training in Live Streaming Contexts," alongside a three-tier progressive practical training system and a multi-faceted process-oriented evaluation mechanism. Furthermore, a tripartite collaborative cultivation operation model involving a "University-Enterprise-Industry Association" partnership is designed. This innovative framework aims to shift the traditional teaching logic from the mere accumulation of disciplinary knowledge to the targeted generation of job-specific competencies, thereby providing a highly practical paradigm for local universities to precisely serve regional characteristic industries.

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