China News Service, Guiyang, April 22, Question: Chinese local government officials "live the goods" to promote consumption experts: need to use this double-edged sword
Reporter Liu Peng
"Hello everyone, live broadcast! I am Feng Zijian, Acting County Mayor of Qinglong County. Welcome everyone to follow us."
Feng Zijian, Acting County Mayor of Qinglong County, Guizhou Province, has completed 55 orders for online transactions between three companies and online buyers in a 4-hour "live delivery", reaching an intent of more than 10 million yuan (RMB, under with).
Since 2020, affected by the new Coronary Pneumonia epidemic, agricultural products across China have experienced slow sales, and the Internet platform has launched anti-epidemic and agricultural assistance projects. Local government officials in China have actively set off a “live broadcast” program. On the live webcasting platform, officials became "web anchors" and used "web language" to bring goods, calling fans "babies" and "old iron". While chatting interactively, they also tried to eat and promote and featured products as "endorsements". To promote the new retail consumption boom.
Tao Xingguo, deputy mayor of Chishui City, Guizhou Province, recently "broadcasted goods", selling spring bamboo shoots, bacon, vinegar and other agricultural specialty products in 3 hours with a turnover of more than 47,000 orders and sales of 1.96 million yuan; Mayor of Sanya, Hainan Province live broadcast two In more than 2 minutes, it attracted more than 25,000 people to watch online and sold 60,000 catties of Hainan Jinhuang Mango; high-quality ginseng, red pine seeds, hazelnuts in Heilongjiang Province, black pork bacon in Henan Province, salted eggs with duck, and pheasant , The red apple in Shaanxi Province ... a variety of special agricultural products are dazzling.
"Live broadcast with goods" is a new type of sales service that uses live broadcast to display close-up products, consult answers, and guide shopping through an Internet platform. Currently, e-commerce live streaming has gradually become an important channel for new retail. According to public data, the total size of China's live broadcast e-commerce industry will reach 433.8 billion yuan in 2019.
Feng Zijian was the first time to "live-carry goods". Talking about the original intention, he said that Qinglong has many good agricultural products, but due to the impact of the new coronary pneumonia epidemic, the offline sales are slow. Emerging sales channels can help these agricultural products to find better terminals and market sales, shorten the intermediate links, and allow the public to maximize their profits.
As far as consumers are concerned, officials have the authority to "live the goods" and put an "official seal" on product quality and safety.
In the context of the rapid development of Internet technology, officials “live broadcast and bring goods” embody the new development concept of “Internet + agriculture”. Qian Yiyong, director and researcher of the Institute of Foreign Economics, Guizhou Academy of Social Sciences, believes that this move provides new assistance for the final sprint of poverty alleviation, especially during the epidemic prevention and control period. Revitalize the confidence and determination of farmers to achieve poverty alleviation through industrial development.
"However, this is also a double-edged sword." Qian Yiyong said, dialectically, if the officials "live the goods" as a demonstration effect is not desirable. At present, the legal system related to the live broadcast industry is not perfect, and the existence of various traps has consequences that not only affect the credibility of the government, but also bring many constraints to the local economic development.
The internal driving force of economic development requires the government's "visible hand" and the market's "invisible hand" to form a joint force, rather than replace each other. Qian Yiyong believes that if officials "live and bring goods" for a long period of time, it will inevitably violate the law of market development, and then derive rights rent-seeking, commercialization of rights, local homogenization competition, "prince economy" and other phenomena.
Feng Zijian believes that the sales performance of agricultural products brought by live broadcasting is considerable, and innovation is bound to be accompanied by risks. We must adhere to the original intention of serving the people and do our best to win the battle against poverty.
Qian Yiyong suggested that to promote the sustainable development of the rural economy, we must follow market laws, cultivate more market players, build professional cooperatives, and give full play to the market ’s main role in allocating resources and the leading role of the government ’s macro-control. (Finish)