China News Service, Beijing, February 28 (Reporter Xia Bin) In the context of the wave of the digital economy, the epidemic has made us move many familiar activities to the online world, among which is one of the hot words of the National Two Sessions in recent years. ——E-commerce live broadcast, and with the advent of the full implementation of the rural revitalization strategy, the e-commerce live broadcast "going to the countryside" has also entered the "in progress".
Now, mobile phones have become new farm tools, bringing goods has become new farm work, and live broadcast studios have also entered the fields. Many deputies to the National People's Congress and members of the National Committee of the Chinese People's Political Consultative Conference who work and live in rural areas have also become anchors for their own side. The beautiful countryside and agricultural products "endorsement".
What does e-commerce live broadcast mean for rural revitalization?
How to help e-commerce live broadcast better serve rural revitalization in the future?
On the 28th, the through train column of the two sessions of China News Agency approached the representatives and committee members of "carrying goods" and listened to their answers together.
Rural development of e-commerce live broadcast has great potential
"Fans and friends in the live broadcast room, please wait a moment. I will now make a connection with the through train column of the two sessions of the China News Agency and come back soon." Liu Wenxin, deputy to the National People's Congress and chairman of Xinyang Wenxin Maojian Group, is entering the live broadcast link. Before the line, he did not forget to keep the customers in his live broadcast room.
The outbreak of the new crown epidemic in 2020 has affected the sales performance of Liu Wen's new stores.
"I was too anxious at that time, and I thought of a lot of ways. In order to help tea farmers sell their tea, I myself began to learn short videos and live broadcast sales." Liu Wenxin, who has tasted the sweetness, feels that e-commerce live broadcast is the wave and product of the times. , began to release some short videos to attract fans, so far, he has conducted hundreds of live broadcasts and has nearly one million fans on Douyin.
Yang Li, deputy to the National People's Congress and director of the Villagers Committee of Hebotan Village, Fenghuang Township, Quyuan Management District, Yueyang City, has been dealing with the gardenia industry all her life. She, known locally as "Sister Gardenia", also personally went live to bring goods.
"The first time I entered the live broadcast room can be regarded as selling while learning. At that time, I was selling gardenia tea. I was afraid that I would not be able to sell it in the first live broadcast. I didn't expect it to be sold out in less than an hour."
Behind the e-commerce live broadcast "Going to the Countryside", not only the representatives and committee members, but also more and more ordinary farmers are also participating.
Ye Gui, member of the Political Consultative Conference of Qingxin District of Guangdong Province and director of new media of Qingxin District Rong Media Center, said that he established the Qingxin MCN organization in 2019, which is committed to serving rural revitalization. There are currently more than 300 content producers, including farmers and friends. At the same time, more than 100 people have opened up the closed loop of e-commerce, and put the source products through packaging, platform certification, platform sales, logistics delivery, customer service and other links. In 2021, they will sell more than 6 million local agricultural products through e-commerce live broadcast.
"The development of e-commerce live broadcasts in rural areas has great potential." Wei Houkai, deputy to the National People's Congress and director of the Rural Development Institute of the Chinese Academy of Social Sciences, believes that compared with cities, the development of rural e-commerce started later and the level is lower, but in recent years The growth rate is very fast, and the annual growth rate is more than 40%. At present, the rural network sales account for less than 20% of the national level, and there is still a lot of room for growth in the future.
E-commerce live broadcast taps the diverse value of rural areas
According to a research report released by iResearch, the scale of China's live broadcast e-commerce market in 2020 will reach 1.2 trillion yuan, with an annual growth rate of 197.0%. more than 4.9 trillion yuan.
In the trillion-dollar market, how can rural villages get a piece of the pie?
Wei Houkai said bluntly that e-commerce live broadcasts are beneficial to rural revitalization in many ways.
First, it is beneficial to the sales of agricultural products, opening up the links between producers and consumers, and reducing the cost of production transactions and the links of circulation.
Second, it is beneficial to increase the income of farmers. In the context of increased sales of agricultural products and reduced costs, income can be increased.
Third, it is beneficial to establish direct contact with the market, so that rural areas can timely understand and optimize their industrial structure according to market demand.
Fourth, it is conducive to job creation and local innovation and entrepreneurship for farmers, and will integrate the industrial chain with the innovation chain.
In addition, Wei Houkai also believes that e-commerce live broadcasts are conducive to promoting and expanding rural brands.
"Because through the live broadcast, consumers can clearly see the beautiful rural scenery and the production process of crops. In this case, it will help to expand our agricultural and rural brand."
Zhang Zhaoxin, a researcher at the Rural Economy Research Center of the Ministry of Agriculture and Rural Affairs, believes that promoting the sales of agricultural products is the most obvious effect brought by e-commerce live broadcasts.
For example, the ecological natural scenery in the countryside and the traditional handicraft skills in the countryside can get more attention with the help of e-commerce live broadcast, which may become a "new selling point" for farmers to increase their income.
In his view, the essence of e-commerce in the past was "shelf e-commerce", placing goods on the Internet, and consumers would buy it if they needed it, while e-commerce live broadcasts on platforms such as Douyin represented "interest e-commerce" , to find potential users from a wider range, discover potential needs, stimulate purchasing desire with interest, and open a larger market for rural products and services to enhance value, create employment, and increase income.
E-commerce live broadcast "going to the countryside" should make up for the shortcomings
E-commerce live broadcasts have indeed shortened the distance between farmers and the market, allowing agricultural products to be sold farther and better, but there are still some shortcomings that need to be improved urgently, and some difficulties need to be overcome.
Liu Wenxin believes that, on the one hand, it is necessary to cultivate more e-commerce talents and standardize and normalize e-commerce live broadcasts.
On the other hand, infrastructure construction should be strengthened. High-quality agricultural and sideline products are mostly produced in remote rural areas. However, problems such as the imperfect rural distribution network system and weak rural infrastructure will still affect the cost.
He also mentioned that in many impoverished areas or remote mountainous areas, affected by terrain or population distribution, the production of agricultural products is relatively scattered, making it difficult to form large-scale clusters and complete industrial chains.
Zhang Zhaoxin also believes that rural areas should cultivate large-scale business entities, allow more professional producers to form large-scale production entities, and then use information technology to ensure quality in the supply chain and industrial chain, so as to create a market for agricultural products. brand.
"The brand building of rural products is relatively lagging behind, and whether the brand effect can be exerted will affect the effect of e-commerce live broadcast." Wei Houkai also mentioned that it is necessary to strengthen supervision to promote standardized development, crack down on counterfeit and shoddy products, and affect consumption. The protection of rights and interests of consumers should be improved, and at the same time, policy support should be strengthened.
It is worth noting that in 2022, the Central Document No. 1 will once again put forward new requirements for rural e-commerce to promote the healthy development of live broadcast delivery of agricultural and sideline products.
Some experts said that although the total amount of live broadcast of agricultural products is not large, it is of great significance to rural development, farmers' income increase, consumer rights protection and government credibility maintenance. It is imperative to promote standardized development.
This also reminds the Internet celebrity anchors and business entities who are engaged in live broadcast of agricultural products and business entities to keep the bottom line of their business and take the road of rural live broadcast of goods in the future.
Yang Li said that farmers who want to do e-commerce live broadcasts, lack of funds, lack of talents, lack of equipment and lack of traffic, it is difficult to continue for a long time, and more support is needed in the early stage.
To this end, she suggested that the government should increase the incubation of farmers' e-commerce, and guide large platforms to support the live broadcast of farmers' e-commerce, so as to make the cake of common prosperity.
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