(Observation of the Two Sessions) Chinese e-commerce live broadcasts "going to the countryside": how can villages get a share of the trillion-dollar market?

　　China News Agency, Beijing, February 28 (Reporter Xia Bin) When mobile phones have become new farm tools, bringing goods into new farm work, and live broadcast rooms have also entered the fields, Chinese e-commerce live broadcast "going to the countryside" has entered the "on-going period". ".

　　A report released by iResearch predicts that the scale of China's live broadcast e-commerce will exceed 4.9 trillion yuan in 2023.

In the context of the comprehensive implementation of the rural revitalization strategy, as one of the hot words of the National Two Sessions in recent years - what does e-commerce live broadcast mean for rural revitalization?

How can villages get a piece of the trillion-dollar market?

On the 28th, the through train column of the two sessions of the China News Agency approached the representatives of "carrying goods", and they gave their answers.

　　The outbreak of the new crown epidemic in 2020 has affected the store performance of Liu Wenxin, deputy to the National People's Congress and chairman of Xinyang Wenxin Maojian Group.

"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 started to learn short videos and live broadcast selling." Liu Wenxin, who had tasted the sweetness, felt that e-commerce live broadcast was the wave and product of the times. He started posting some short videos to attract fans. So far, he has performed hundreds of live broadcasts and has nearly a million fans on Douyin.

　　Yang Li, deputy to the National People's Congress and director of the village committee of Hebotan Village, Fenghuang Township, Quyuan Management District, Yueyang City, has been dealing with the gardenia industry all her life. She is also known locally as "Sister Gardenia" and often brings goods.

"The first time I entered the live broadcast room, I was learning while selling. 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, but I didn't expect it to be sold out in less than an hour."

　　Behind the e-commerce live broadcast "Going to the Countryside" are not only representatives and committee members, but 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 and is committed to serving rural revitalization. There are currently more than 300 content producers, including one farmer friend. more than a hundred.

At the same time, it has opened up the closed loop of e-commerce, and put the source products through packaging, certification, sales, logistics, customer service and other links. In 2021, the sales of local agricultural products through e-commerce live broadcast will exceed 6 million yuan.

　　In 2022, the Central No. 1 document once again put forward new requirements for rural e-commerce to promote the healthy development of live broadcast delivery of agricultural and sideline products.

　　"The development of rural e-commerce live broadcasts 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 has a late start and a lower level, but in recent years the speed has been very high. Fast, the annual growth rate is more than 40%.

　　Wei Houkai said bluntly that e-commerce live broadcasts are beneficial to rural revitalization in many ways.

For example, it is conducive to the sales of agricultural products, the increase of farmers' income, the establishment of direct links between rural industries and the market, the creation of jobs and local entrepreneurship and innovation in rural areas, and the promotion and expansion of rural brands.

　　Zhang Zhaoxin, a researcher at the Rural Economy Research Center of the Ministry of Agriculture and Rural Affairs of the People's Republic of China, believes that promoting the sales of agricultural products is the most obvious effect brought by live broadcast of e-commerce, and it can also tap the diversified value of the countryside and better activate the resource elements of the countryside.

For example, ecological natural scenery, traditional handicraft skills, etc. can all get more attention with the help of e-commerce live broadcast, which may become "new selling points" 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 if they had demand, while e-commerce live broadcasts on platforms such as Douyin represented "interest e-commerce", from more Looking for potential users on a large scale, discovering potential needs, and stimulating purchase desires with interest, opening up a larger market for rural products and services, thereby enhancing value, creating employment, and increasing income.

　　However, it should also be noted that the e-commerce live broadcast "going to the countryside" has shortcomings that need to be filled.

Liu Wenxin believes that on the one hand, more e-commerce talents must be cultivated, and on the other hand, infrastructure construction must be strengthened.

In addition, in many poverty-stricken areas or remote mountainous areas, affected by the terrain or population distribution, the production of agricultural products is relatively scattered, and it is difficult to form large-scale clusters and complete industrial chains. More professional producers are required to form the main body of large-scale production.

　　Some experts also 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, and consumer rights protection. 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.

(over)