Why is the "village broadcast" getting more and more popular

The popularity of "village broadcasting" stems from the full display of industrial, ecological, cultural and tourism advantages in rural areas, as well as the gradual expansion of the township and village-level consumer markets. In the future, it is necessary to incubate and cultivate more diversified village sowing groups, drive more farmers to emerge, and help upgrade the agricultural industry chain and reshape the value chain.

At present, the activities of the autumn consumption season of the Farmers' Harvest Festival are in full swing, and many e-commerce platforms have announced the results or plans of the "village broadcasting" activity. In the past year, there were 2186.11 million short videos of selling agricultural products in shopping carts in the Douyin e-commerce live broadcast room. Since the launch of Taobao Live's "Village Broadcast Program", more than 330,3 rural anchors have carried out about 100.<> million live broadcasts to help farmers. Kuaishou announced the launch of the "Stars Project" to cultivate <> million village broadcasts in the next three years.

"Village broadcasting" can refer to both rural live broadcast activities and rural anchor groups. As early as the early days of the rise of short videos, there were a group of people who dared to try new things and recorded rural life through short videos. With the integration of short video and live streaming e-commerce, "village broadcasting" has become a phenomenal form of e-commerce. "Village broadcast" is not difficult to get started, there is no need for a particularly professional script and shooting, although you are in the mountains, you can use a mobile phone to let the agricultural goods out of the mountains. Taking Rongjiang, Guizhou, the birthplace of "Village Super", as an example, as a pilot county of the national "Internet +" agricultural products out of the village and into the city, Rongjiang has cultivated more than 2200,<> local online live broadcast marketing teams and built the "infrastructure" of rural e-commerce.

It is no accident that "Murabo" is hot. On the one hand, the main agricultural products have been abundant year after year, the characteristic agricultural products are greatly abundant, the industrial, ecological, cultural and tourism advantages of the countryside are fully displayed, and "village broadcasting" is popular with a more intuitive and interactive presentation. On the other hand, the consumer market at the township and village levels accounts for 38% of the total consumer market, and the growth rate of farmers' income has outperformed that of urban residents for many consecutive years. For e-commerce platforms, the "village broadcast" business is indispensable to explore new markets and acquire new users. In addition, the policy is also a warm breeze, and "building a live broadcast e-commerce base for agricultural and sideline products" was written into this year's Central Document No. <>.

"Village broadcasting" is needed for the revitalization of rural talents. How to let young people find career opportunities in rural areas has always been a difficult problem for rural revitalization. In recent years, the "village broadcast" group has accelerated its growth and has become a characteristic talent force to promote rural revitalization. As a bearer of new occupations, the short video live broadcast platform allows more new farmers to find opportunities in rural areas, driving more entrepreneurship and employment. Every additional batch of outstanding "village broadcasters" can lead to several more batches of various rural talents.

"Village sowing" is required for the circulation of agricultural products. Rural e-commerce includes both upward and downward movements, that is, agricultural products go to the city and consumer goods go to the countryside. A bumper agricultural harvest does not mean that farmers will necessarily make money, in addition to producing it, they must also sell it well. It can be seen that the upward movement is the key to increasing farmers' income. In reality, small farmers are connected to large markets, and seasonal regional selling difficulties are inevitable. "Village broadcasting" bridges the digital gap between urban and rural areas, benefits farmers, and turns network traffic into an increase in prosperity.

However, the sale of agricultural products is not a one-time broadcast. The advantage of "village broadcasting" is that it improves the efficiency of production and marketing docking, and although it is easy to get started, it is difficult to bring goods for a long time. In addition, there are some shortcomings, such as homogeneity of live broadcast content and poor product quality consistency. Many "village broadcasts" have small traffic and few effective fans, which affects the effect of helping farmers. "Village broadcasting" is only an entrance, user experience and industrial support is the key, which requires the standardized production and refined management behind it to be in place, quality control and order operation to keep up.

Digital village, the core is data, but the key is people. Many of the new generation of "village broadcasters" have good academic qualifications, and many successful people have adopted team-based operation and industrialized operation. The entire industrial chain behind it is exactly what a single farmer lacked in the past. This enlightens us not only to create a group of head anchors, but also to encourage rural grassroots anchors to show their talents. In the future, it is necessary to incubate and cultivate more diversified "village broadcast" groups, drive more farmers to emerge, and help upgrade the agricultural industry chain and reshape the value chain.

The development of "village broadcasting" should be adapted to local conditions, based on the county economy, adhere to the original intention of agriculture, and achieve rural industry. "Village broadcasting" is an ecosystem, involving farmers, express logistics, e-commerce platforms, operators, anchors, etc., all parties should achieve value co-creation, benefit sharing, and form a joint force. For example, counties can use the site and equipment resources of county-level e-commerce service centers to build a number of live broadcast bases and "village broadcasting" colleges. E-commerce can strengthen the training and support of young farmers through traffic support, platform empowerment, online learning and other forms.

From "village coffee" to "village broadcast", we can foresee the future of rural industry revitalization. (Source: Economic Daily Author: Qiao Jinliang)