Theoretical highland: rural live broadcast e -commerce to help rural revitalization

China Well -off Network Exclusive Specialty

Wen ｜ Zhao Xuefeng Wang Zhichao

The great rejuvenation of the Chinese nation, agriculture is the top priority. The book "On the Work of" Three -Rural "" mentioned: "China must be strong, agriculture must be strong; China must be beautiful, the countryside must be beautiful; China must be rich, farmers must be rich. The foundation of agriculture is stable, rural are harmonious and stable, farmers live and live in peace, and the whole The overall situation is guaranteed, and all tasks will be more active. "Among them, live broadcasting companies are of great significance to consolidate the results of poverty alleviation and achieve rural revitalization. From the perspective of development, live broadcast help farmers will inevitably become a new trend, new future and new mainstream of e -commerce live broadcast. Especially in the supply -side reform of rural areas, live broadcast help farmers can play a positive role.

In a word, the live broadcast rely on traffic, and it depends on quality. From the current point of view, the value and significance of rural live e -commerce companies are mainly reflected in the following aspects:

First, in the construction of new rural areas, live e -commerce has become a new way to get rich by the majority of farmers. The characteristics of the low threshold, fast, and easy grasp of live broadcast e -commerce have allowed farmers to see the new hope of hard work to become rich. In fact, the real reality is the same. We can see that after these years of vigorous development, many three farmers have emerged in the vast countryside. They have mastered the skills and laws of short video creation and live e -commerce. The harvest is quite abundant, becoming the new leader of rural rich.

Second, in the construction of new rural areas, the upstream and downstream industrial chain of live e -commerce has begun to take shape. The development of rural live broadcast e -commerce is inseparable from the support of the industrial chain. Specifically, the rural live broadcast e -commerce industry chain includes platforms, bases, anchors, agricultural products, transportation and cold chain services, as well as mature and stable live broadcast operation teams. Transportation and cold chains are an important path for agricultural products to go out of the field, especially the cold chain. It can solve the problem of fresh -keeping and preservation of agricultural products to the greatest extent. Fruits such as fruit and other agricultural products can reflect the importance of the cold chain. Essence Therefore, the foundation of rural live e -commerce still needs to be further consolidated.

Third, in the construction of new rural areas, live broadcasting e -commerce is playing an active role in the reform of the rural supply side. Rural supply -side reforms, the core of which is to optimize the structure of agricultural products, let their production, sales, and transportation meet the rules and methods of modern business, which can allow agricultural products to enter thousands of households and let them eat the real freshness of the fields. Food and use of deep -processed rural goods.

However, there are still different levels of rural live e -commerce companies at this stage. Specifically, there are mainly the following aspects:

First, live broadcast e -commerce is entering the deep water area, and rural live broadcast e -commerce is unable to go out. After the barbaric growth in recent years, the development of live e -commerce has entered a new historical stage. In the early live broadcast e -commerce field, a large number of grassroots coffees emerged. These people stood at the time of the times and quickly grew into a phenomenon -level big Internet celebrities with the blessing of trillion traffic. At this stage, this type of Internet celebrity leads the trend of the times. Among them, there are a large number of rural influencers' rapid rise. According to the results of the National Bureau of Statistics, Zhongshan Investigation Team's survey on a hundred local consumers showed that the "star" of the "star" of the "star" of the "star" of the "star" of agricultural products with goods was lost. Over time, the alternation of the old and new anchors, the refined operation of traffic, the maturity of the supply chain, and the standardization of agricultural products have become the main features of this stage. At this time, the first thing that is the first is to increase the efforts to cultivate localized professional anchor teams. It is necessary to build a comprehensive live broadcast talent policy support system and promote the innovation and development of new formats and new models in the rural live broadcast economy.

In the construction of new rural areas, live e -commerce has become a new means for the majority of farmers to get rich. Mai Wanhua / Photo

Second, there are a series of problems in the rural live broadcast e -commerce industry chain, and further solution is needed. The author found that after several years of brutal growth, the development of rural live broadcast e -commerce companies in various places was uneven. Wang Yuanliang, an associate researcher at the Scientific Research Division of the Henan Provincial Academy of Social Sciences, believes that the healthy development of rural live e -commerce companies must further improve infrastructure. It is necessary to promote the digital transformation and upgrading of rural infrastructure, and accelerate the construction of "one -stop" live infrastructure integrating content manufacturing, video technology, and live broadcast scenes. It is necessary to improve the three -level network infrastructure of counties, townships, and villages, and promote the efficient operation of agricultural supply chain and online live chain. It is necessary to build rural distribution infrastructure, scientifically deploy warehousing points, innovate rural distribution models, improve agricultural product logistics and distribution systems, and realize high -efficiency distribution of agricultural products. It is necessary to build new infrastructure such as rural 5G base stations, optical fiber broadband, and Internet of Things facilities, and accelerate the construction of "live -broadcast goods+supply chain empowerment+brand shaping" system for efficient links of production and consumer data.

Third, the structural problems of agricultural products are highlighted and needed to be optimized urgently. As live broadcasting e -commerce enters deep water, the problem of agricultural product structure in rural areas has become increasingly prominent. In addition to the anchor, the core of the live broadcast e -commerce is agricultural products. There are many types of agricultural products in more places, not focusing, and lack of fist products. How to get out of its own development path in rural areas is particularly urgent.

The first is the issue of technical standards. Rural live broadcast e -commerce needs to reconstruct the structure of e -commerce products with local characteristics on the basis of existing. While improving technical standards and food safety labeling, it re -position its main characteristic agricultural products and drainage agricultural products, as well as deep processing products of agricultural products. The author's point of view is that agricultural products must adhere to the integration of production and products.

Secondly, the construction of agricultural product brands must be accelerated. It is necessary to promote the standardization, branding, and large -scale construction of agricultural products, and focus on creating landmark agricultural products with loud, excellent quality, and distinctive characteristics, promote high -quality agricultural products to accurately connect to the mid -to -high -end consumer market, and meet people's longing and needs for rural life. It is necessary to actively introduce brand incubation platforms, enhance the added value and brand value of agricultural products, win the trust of live audiences, enhance consumer stickiness, increase the acceptance and repurchase rate of agricultural product market, and consolidate the mass foundation for the development of the rural live broadcast economy. Fourth, another prominent contradiction in the network of webcasting is the issue of sales qualifications. This must attract enough attention. When selling agricultural products, especially the preliminary processed edible agricultural products, the "Food Production License", "Food Circulation License", "Food Management License", "Industrial Product Production License", etc. In the context of the hot sales of live broadcast, most farmers did not apply for relevant qualifications. After a simple registration platform account, they started broadcasting and selling processing agricultural products. Causes violations and bring food quality and safety risks to the market.

Therefore, in the booming development of live e -commerce companies to help rural rejuvenation, we must not only affirm its positive role, but also solve the problems of its existence. Especially today, the traffic of major platforms tends to be the ceiling, and the development of rural e -commerce will inevitably develop to refine and specialize. We must not only play the power of professional live broadcast agencies, such as the selection of live broadcast platforms such as Dongfang, but also the power of online celebrity big coffees, but also the power of the vast number of rural live broadcast agencies. In particular Power, this is the foundation of rural live e -commerce. As for issues such as the agricultural e -commerce industry chain and the structure of agricultural products, these need to be resolved on the right road.

In summary, rural revitalization is a systematic project. As one of the important parts of rural live broadcast e -commerce, from the long -term development, it will be an important starting point for rural revitalization. (Author of this article: Zhao Xuefeng, Guangzhou Water Affairs Bureau, Guangdong Province; Wang Zhichao, Marxism College of Beijing University of Chemical Technology)

("Well -off" · China Well -off Exclusive Draft)

This article was published in "Well -off" in mid -August 2022

Author: Zhao Xuefeng Wang Zhichao

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