How can "live economy" be stable and far away

Live and cargo. Photography: Tan Mei

Editor's note: With the development of the digital economy, mobile phones have become "new farm tools". More and more farmers and herdsmen have taken the road to live broadcasts. Various specialty agricultural and livestock products directly generate through the screen and consumers through the mobile phone. Contact. The live broadcast and cargo played an increasingly important role in promoting the "green goods", and also created some new employment positions.

How to make live broadcasts play a greater role, make the live broadcast economy more standardized and healthy, and become a problem in front of industry managers and practitioners ...

Qinghai News Network · Damei Qinghai Client News The rise of the live broadcast industry has opened up a new marketing model, and has brought new paths for the sales of agricultural and sideline products, providing new opportunities for the majority of farmers and herdsmen to improve living standards. A screen is a market, a mobile phone brings unlimited hopes. With the help of 5G networks, through live broadcasts, etc., rural residents in many places in our province to achieve agricultural and sideline products increase production and increase income and increase sales. Help rural revitalization.

So how can we make the "online shopping" and "live economy" stable and developed in an orderly and healthy development. The reporter interviewed the relevant industry supervision authorities in our province.

The field is the live broadcast room. The picture is provided by the respondent

A live broadcast with goods, new way for entrepreneurship and employment

"I have become a useful person to my hometown as expected. Now, I am realizing a greater dream -I want to be a business card in Qinghai, let more people see my beautiful hometown, let the good things on the plateau move towards the plateau Over the country, let more people around you live a better life. "A few days ago, the reporter noticed that at the second ecological conference of Douyin E -commerce, Niu Menglin, a" live broadcast "master from Qinghai, was rated as" Annual Person ".

Niu Menglin's name is "Sister Mali -Niu Menglin". She has followed her parents to Qinghai since she was a child. The family lived in a farm in Dulan County, the Tibetan Tibetan Autonomous Prefecture of Qinghai Mongolian Autonomous Prefecture, the southeast corner of the Chaidama Basin.

A few years ago, she returned from working in a foreign country that she found a lot of changes in her hometown. Many local people planted wolfberry, and Niu Menglin's family was no exception. Due to the unique geographical location of Qinghai, the altitude is high, the sunshine time is long, and the wolfberry granules are full, the meat is sweet and sweet, the juice is rich, and the quality is very good. Every time the harvest is harvested, the red wolfberry hangs on the branches, lined with the blue sky behind, and the whole land looks vibrant.

Seeing business opportunities, Niu Menglin began to engage in wolfberry operations, and shared the favorite natural beauty on the Internet with more people: vast grassland, natural "plateau ruby" -This wolfberry fresh fruit ... Through her lens, many people first Seeing the fresh wolfberry of the origin of the place of origin, I saw the wolfberry harvest scene. She gradually accumulated millions of fans. Many people asked in the comment area: How can I buy wolfberry?

At the beginning of 2020, Niu Menglin tried to bring the goods for the first time. What she did not expect was that she sold more than 300 orders in just one night. It was her two -month sales of offline shops. As for the wolfberry sold from the live broadcast room, Niu Menglin also controls it layer by layer. From the color, taste, shape of the fruit, to the thickness of the meat quality, the degree of granularity, and the damage rate, there are strict standards.

More and more attention continues, Niu Menglin feels that she can also do something for local farmers' friends. Every year from September to March of the second year is the golden period of selling wolfberry. Before the villagers planted high -quality wolfberry, but in terms of sales, they were always passive. "The fresh wolfberry of that year can only be sold as Chen goods. Because of the limitations of sales, the market conditions are not equal, and the income of local people's income for wolfberry is also unstable.

Niu Menglin decided to use his own strength to help everyone open sales, increase sales, and let more people taste Qinghai's authentic wolfberry.

"If the wolfberry planted by the folks can meet the requirements of our sale, I will acquire everyone's wolfberry at a higher price." In addition to his own wolfberry, Niu Menglin began to help other farmers sell. In 2021, Niu Menglin sold more than 200 tons of wolfberry. At the same time, packaging and delivery also require manpower, and her factory provides a lot of jobs. Driven by her, many farmers around also opened their short video accounts.

Some consumers who watched Niu Menglin live broadcast also said that through the "Sister Mali Sister" e -commerce live broadcast to bring goods to understand the local characteristic brands, it also inspired the enthusiasm of wanting to travel to Qinghai.

"In the future, I will devote more energy to the surrounding villagers ..." This is the new plan of Niu Menglin, "I want to call more farmers to plant high -quality Qinghai wolfberry. Let more people know these growth on the Qinghai -Tibet Plateau and be being Kunlun. Highland specialty nourished in mountains and water. "

In Qinghai's "E -commerce Network" army, Niu Menglin is just one of them.

With the continuous promotion and application of new models such as the rural e -commerce system of our province, the courier logistics distribution system, and the continuous promotion and application of new models such as content e -commerce and live e -commerce, rural e -commerce has shown a rapid development trend.

Data show that from January to April this year, the retail sales of agricultural products in our province were 285 million yuan, an increase of 48.4%year-on-year. Live and bringing goods to make more special agricultural products such as dairy products, wolfberry, beef and mutton, bee products, and other specialty agricultural products touched "web" marketing. The development of live e-commerce companies is active. From January to April, 19,000 live broadcasts in our province, an increase of 100.4%year-on-year. Public brands, cultivate new growth points for the development of regional economic development. In April, the number of e -commerce companies in our province increased by 37. As of now, there are 1034 e -commerce companies in the province and 74,000 online retail stores. Live and cargo has become a new way to drive entrepreneurship and employment. More "Qinghai Products" took the e -commerce express car and walked out. The picture is provided by the respondent

B live broadcast economy, standardized development can last long

Live shopping is a new outlet nowadays.

During the April and May New Crown pneumonia, for Qinghai's characteristic industries, the pregnant machine was critical. The "home economy" represented by live e -commerce is becoming a new economic growth point. For a while, from the private Internet celebrities to physical store owners to processing enterprises and planted major households, they all moved to the "live broadcast circle", entered the tide of goods, and began to try online transformation. With the help of live broadcast platform sales and promotion products, some companies not only greatly reduced the losses caused by the epidemic, but even found new growth opportunities. They did business throughout the country without leaving home.

In fact, from two years ago, various forms of states and counties in our province began various forms of live broadcasts.

In 2020, in Haidong City, Qinghai Province, the Civil Autonomous County of Haidong City, the continuously inherited needle line live "dish embroidery", which was wiped out in a webcast and cargo, and even "too late to produce";

At the Youth Fair, the girl in Tibetan costumes was full of vitality and recommended the Qinghai Plateau specialty to netizens across the country. In just half an hour, 1,000 orders from all over the country gathered;

Native

Facing the mobile phone lens, interacting with "Internet celebrity", embarked on the "cloud" side, has become the road to transformation. Plateau quinoa, chair black wolfberry, green crickets, butter, potato noodles, honey ... These products that are familiar to the people of Qinghai "sit on" the "express" live broadcast and bring the goods.

According to the "Internet celebrity live broadcast and cargo" consumption situation during the "3 · 15" International Consumer Rights Day this year, the Qinghai Provincial Market Supervision Bureau shows that at present, special products have become the primary options Dry, dairy products, beef and mutton, red wolfberry, black wolfberry, honey, Cordyceps sinensis, green wine and quinoa and other products have become the main products purchased by consumers, accounting for 92.98%. Among them, beef, dairy, and beef and mutton are the forefront of consumers who are most willing to buy the list of goods, accounting for 18.1%, 16.3%, and 15.2%, respectively.

At the same time, the questionnaire survey of the consumption situation of "Internet celebrity live broadcast and cargo" found that although consumers have a high overall satisfaction with online celebrity live broadcast, accounting for 84.5%, there are still some issues that cannot be ignored: the product itself is itself itself In the case of, there are poor product quality, the display of the product is inconsistent with the receipt of the goods; some netizens said that the "net red" Mandarin is not standard, the professional level is insufficient, and the cultural literacy is low. Essence

In this regard, the relevant person in charge of the Network Supervision Office of the Qinghai Provincial Market Supervision and Administration Bureau said: "It will further consult the pulse, understand the development needs and difficulties of the development of the celebrity on the spot, and help Qinghai green organic agricultural and livestock products through the" live room "window to sell To the construction of the four places "throughout the country." The person in charge also emphasized that it is necessary to strengthen communication with e -commerce platform enterprises, constantly compact the main responsibility of the platform, urge the platform to strengthen the standardized management of live broadcasts, and promote " The live broadcast economy "developed healthy and orderly. At the same time, give full play to the role of the inter -joint meeting system of the Provincial Network Market Supervision Department, strengthen the cooperation of departmental linkage, study and discuss comprehensive governance measures in the field of live broadcast and goods, and build cross -department supervision of the network market. "Precise policies, and constantly standardize online celebrities and live broadcasts, so as to give full play to the positive role of Internet celebrities in promoting consumption, promoting Qinghai, and helping agriculture and livestock, local products, and increasing the income of farmers and herdsmen."

Reporter's speech:

The development of the Internet has made the live broadcast economy break into people's vision. The impact of the epidemic has made the live broadcast economy enter the fast track. The live broadcast economy is becoming a bright color of the Chinese economy under the new normal. The words of live broadcasts, fast -moving consumer, and online lessons have new connotations in the new language context. The live broadcast of goods sings the "highlight" of the digital economy year, becoming a new driving force for activating consumption restart.

During the epidemic, the offline operation of the commercial physical store was stopped, but it broke out on the online platform. The salesperson became anchor and the sales performance was happy. The majority of rural areas have benefited particularly obvious. Especially in the year of 2020 poverty alleviation officers, there are many places to set up an agricultural wholesale e -commerce platform to give full play to the advantages of "all -weather, zero distance, and less contact" to help farmers increase their income. The states of our province are trying to combine live broadcasts with sales of agricultural products, cultural tourism, and cultural connotation. Many local leading cadres also actively tried to live and bring the goods, which are fresh and grounded, attracting a lot of praise, and gaining a lot of orders ...

But in the opinion of the reporter, the live broadcast is form and the product is the core.Although the platform and form of sales have changed, the public has higher requirements for product quality, logistics services, and after -sales protection.The sales process can be "visible and unable to touch", but a good consumer experience and genuine products are the root of the survival and development of the live broadcast economy, and can truly gain the favor and fans of consumers.In front of the camera is "face", which tests "Lizi".Only by taking the genuine good products and treating customers sincerely, can the live broadcast economy be hot and the fire will be added.Source: Qinghai Daily Author: Tan Mei

Disclaimer: Reproduced this article out of the purpose of passing more information and conducive to the law of law.If there is an error or infringe your legitimate rights and interests, the author is requested to contact the Law of Qinghai with the authority. We will correct and delete it in time. Thank you.

- END -