Investigation shows: Live broadcast of agricultural products "stars" lost to "farmers"

The Zhongshan Investigation Team of the National Bureau of Statistics conducted a survey of 100 local consumers.

　　Since the outbreak of the new crown pneumonia epidemic, people's consumption patterns and consumption habits have also undergone some changes. The intuitive, interactive, and zero-contact live-streaming shopping form has been sought after by consumers.

"Agricultural products" meets "live-broadcasting goods", which not only opens new sales channels for agricultural products, but also provides consumers with new space for purchasing agricultural products.

　　In order to understand the views of local consumers on the Internet + agricultural products delivery, the Zhongshan survey team of the National Bureau of Statistics conducted a related survey of 100 local consumers. The results showed that the respondents had a relatively high awareness of the live delivery of agricultural products. Fifty percent of the interviewees said they had bought special agricultural products through online delivery.

　　At the same time, interviewees generally believe that there are problems such as insufficient product quality assurance, traffic data fraud and misleading, and difficulty in protecting consumer rights in live streaming. Therefore, standardized management and guidance need to be strengthened.

　　Text/Guangzhou Daily All Media Reporter Zhang Xiangyu Correspondent Intermediate

More than 40% of people started watching live broadcasts to buy goods after the outbreak

　　At present, the online consumption of agricultural products has gradually been accepted by consumers and has become one of the mainstream consumption places.

The survey results show that in the case of multiple choices, buying agricultural products in the "farmer's market" and "supermarket convenience store" is still the choice of more consumers, accounting for 70.0% and 66.0% respectively; buying on the "online platform" is stable Third place, 43.0% of consumers surveyed said they often purchase agricultural products through online platforms.

　　Among the consumers surveyed who have purchased agricultural products through the live broadcast platform, 41.0% started to purchase agricultural products through the live broadcast platform after the new crown pneumonia epidemic. This shows that since the outbreak of the new crown pneumonia epidemic, online live broadcast consumption has catered to the changes in people's consumption habits during the epidemic. The number of consumers surveyed buying agricultural products through live broadcast platforms has increased significantly.

　　The survey results show that 81.0% of the consumers surveyed said that they often or occasionally “see the live broadcast of selling special agricultural products”, and their awareness is relatively high.

49.0% of consumers surveyed expressed their willingness or willingness to "purchase special agricultural and sideline products with live broadcasts", 46.0% held a neutral attitude, and only 5.0% expressed clearly that they were not willing to buy.

More than 50% of the consumers surveyed said that they had bought special agricultural products through online shopping. Specifically, 46.0% of them bought occasionally and 6.0% of them frequently.

At present, more consumers have invested in the consumption of live agricultural products.

Live broadcast of agricultural products "stars" lost to "farmers"

　　Live broadcast of agricultural products brings the goods, the anchors of farmers are grounded, the anchors of government officials have authoritative endorsements, and the live broadcast of Internet celebrities has traffic. Who will bring the goods more trusted by consumers?

When asked, "Which type of agricultural products do you prefer to buy", the respondents have the highest trust in "farmer anchors", accounting for 38.0%, followed by "government official anchors," accounting for 37.0%.

The respondents who tend to trust "Internet celebrity anchors" and "movie stars" accounted for only 13.0% and 12.0%.

　　The survey shows that "convenience and fast" is the main reason for consumers to choose to buy agricultural products online, accounting for 58.0%.

It shows that more and more consumers are getting used to buying agricultural products online and can find the agricultural products they need without leaving home, which can save time and shop around.

At the same time, when asked whether they think the price of special agricultural and sideline products in live broadcasts is reasonable, 70.0% of the interviewed consumers hold a neutral or negative attitude, and 30.0% think that the price is reasonable.

Insufficient product quality and source guarantees are considered the biggest drawbacks

　　There are also some problems with live broadcast of agricultural products.

　　According to the survey, concerns about "insecure product sources" and "insecure product quality" are the biggest reasons why respondents do not choose to buy agricultural products online, and they are also the biggest drawbacks that respondents believe currently exist in the live broadcast of online agricultural products.

　　Among the respondents who have purchased agricultural products through live broadcast platforms, 50.0% said they have encountered problems such as "buying unsafe or unknown agricultural products".

　　In addition, 53.0% of the consumers surveyed are worried about data fraud such as false propaganda, fake traffic, and fake reviews in live webcasts.

Recently, e-commerce live broadcasts have been repeatedly exposed to data fraud. "Watching, increasing fans, and selling orders" has been clearly marked, and a gray industrial chain has even formed. Data fraud has caused great misleading to consumers.

　　At the same time, 63.0% of the respondents believe that the current legal supervision of live webcast delivery is not in place, and 47.0% of the respondents believe that it is difficult to return products with quality problems.

　　At present, there is no clear legal basis for the quality problems of live streaming products and consumer rights protection issues. In the live streaming products, the role of the anchor and the platform in the face of consumer rights protection is unclear, as to who and how to protect rights. Consumers have doubts.

Survey sample

　　This survey randomly interviewed 100 local consumers.

　　In terms of regional distribution, 53.0% mainly live in urban areas, and 47.0% mainly live in villages and towns.

　　In terms of age distribution, 59.0% are 18 to 35 years old, 40.0% are 35 to 60 years old, and only 1.0% are over 60 and under 18 years old.

　　In terms of occupational distribution, all types of office workers dominate, accounting for 65%.

In addition, students accounted for 10%, and farmers, retirees and other respondents accounted for 25%.

■Recommendation

　　Strengthen the supervision of live delivery of goods

　　Promote the healthy development of the live streaming industry

　　The Zhongshan investigation team of the National Bureau of Statistics believes that as an emerging e-commerce marketing model, live broadcast of goods allows agricultural products to ride on the Internet, so that various agricultural products in rural areas can be sold farther, and it has played an active role in opening up sales channels for agricultural products during the epidemic prevention and control period. The role also gives consumers more choices.

　　73.0% of the consumers surveyed agree that the sales method of live streaming can develop for a long time, but live streaming has some problems that damage the rights and interests of consumers, which is not conducive to the healthy and sustainable development of the industry. It must be regulated and guided to make live streaming truly become a farmer. The bond with consumers will bring consumers more agricultural products with guaranteed quality and high cost performance.

　　In view of the incomplete supervision mechanism of the live broadcast industry, which has caused some chaos in the industry, the Zhongshan Investigation Team of the National Bureau of Statistics recommends strengthening the supervision of live broadcast delivery behavior and standardize the live broadcast delivery market of agricultural products.

Clarify the responsibilities and obligations of live broadcast e-commerce operators, especially live broadcast e-commerce platform operators, and strengthen the standardized management of anchor groups.

Promulgate regulatory documents for the management of live delivery of goods as soon as possible, increase punishment for illegal activities of live delivery of goods, and prevent unqualified, no qualification certificates, product quality problems or incorrect products from flowing into the live broadcast platform to protect consumer rights , To promote the healthy and orderly development of the live streaming industry.

　　Zhongshan has a wealth of special agricultural products, such as Huangpu’s Lamei, Tanzhou’s Guava, Dongsheng’s Crispy Pork Carp, Shenwan’s Pineapple, etc. They are all well-known, and there is a lot of potential for direct production of agricultural products.

The Zhongshan investigation team of the National Bureau of Statistics recommends further promoting the construction of agricultural standardization, controlling the quality of agricultural products, guiding farmers to develop branding, and integrating all links from product live broadcast, packaging, distribution, and after-sales to form the whole chain of live broadcast industry.

At the same time, we will increase support for the development of the industry, cultivate and attract more live broadcast professionals, make the live broadcast of agricultural products more refined and stronger, and help Zhongshan special agricultural products go further.