[Commentary] In late January 2020, affected by the new coronary pneumonia epidemic, agricultural specialties in various parts of China have experienced slow sales. With the gradual improvement of the epidemic situation, various network platforms have launched anti-epidemic and agricultural assistance projects. During this period, Chinese local government officials raised the trend of "live streaming". On various live webcasting platforms, local government officials incarnate as "Internet celebrity anchors" and use "webwords" to call goods, calling fans "babies" and "old irons", while interacting and chatting, and trying to eat and recommend special agricultural products. "Endorsement" to promote the new retail consumption boom.
[Explanation] In Zhanma Village, deep in Dashan County, Qinglong County, Guizhou Southwest Buyi and Miao Autonomous Prefecture, Zhang Dongdong, the first secretary of Zhanma Village, opened a live account in order to allow farmers to recapture the losses lost during the outbreak , Marketing agricultural products.
[Same period] Zhang Dongdong, the first secretary of Zhanma Village in Qinglong County, Guizhou Province
When a government official walks into the live broadcast room, he himself wants to lean down and let himself down, which is a manifestation of doing practical things for the masses. In addition, in the live broadcast room, government officials and netizens are relatively equal He ca n’t preach because of his identity, but said to keep shouting and let netizens learn about local agricultural products.
[Commentary] The most important thing for officials to participate in live broadcasting is to ensure the quality of agricultural products. Zhang Dongdong admitted that a two-hour live broadcast is behind a long period of product quality control.
[Same period] Zhang Dongdong, the first secretary of Zhanma Village in Qinglong County, Guizhou Province
First of all, for our products, we have to look at their various qualifications for production and the market's response to it. In addition, we even have to try and drink and try to understand these goods. In addition, some agricultural products include For example, for fruits, we really want to go to the orchard to see the environment in which the fruit grows, including its taste, and even do some necessary tests to analyze it, that is, to make sure this thing is really good. I will buy some by myself. I will send it to Beijing first to see if there are various problems on the road. We still have to guarantee the quality of the products.
[Commentary] Today, "government officials + live broadcast + agricultural assistance" is rapidly growing into a new e-commerce model for promoting consumption and sales in various places. As far as consumers are concerned, local government officials have the authority to "live the goods" and put an "official seal" on product quality and safety.
[Same period] Guiyang citizen Wang Dongling
If they (government officials) join, they will definitely be guaranteed. I think they should give priority to the interests of the people, whether in terms of price or quality, they should be guaranteed. So, I think it should (buy).
[Same period] Guiyang Citizen Dragon Tuanlin
The government represents an authority that can be bought, so I will definitely choose to buy it, and the feasibility is quite large.
[Commentary] The mayor of Sanya City, Hainan live-streamed, attracted more than 25,000 people to watch online in more than two minutes, and sold 60,000 catties of Jinhuang mangoes in Hainan; high-quality ginseng, red pine seeds in Heilongjiang Province, black pig bacon in mountainous areas of Henan, Ma duck salted eggs, running pheasants, honey in the northeast forest area, red apples in Shaanxi ... Local government officials have a wide variety of special agricultural products broadcast on the Internet. The reporter also noticed that through the "government officials + live broadcast" method, sales of agricultural products in many places have soared.
[Same period] Qian Yiyong, director and researcher, Institute of Foreign Economics, Guizhou Academy of Social Sciences
Because of the concentration of superior forces, the concentration of superior resources, the government ’s institutional advantages, and the public image of the party committee and government leaders, the government ’s credibility is behind it, and the government ’s leading role in macro-control is played. They act as spokespersons. There is a good credit (support) behind him, that is, the party committee and government have used this as a good credit to guarantee this product, so the product they promote must be of a good brand, and must be of good quality. Such a short sales period It can play a very good role, reaching consumers, society, and people can be easily accepted quickly, which saves time and makes up for many deficiencies in the market in the process of resource allocation.
[Explanation] Qian Yiyong said that the inherent power 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. "Government officials + live broadcasting" is a double-edged sword, which needs to be viewed dialectically. It is not desirable as a demonstration effect and is not suitable for long-term progress.
[Same period] Qian Yiyong, director and researcher, Institute of Foreign Economics, Guizhou Academy of Social Sciences
In the short term, you can do this. In the long run, it is still necessary to follow the laws of the market, cultivate market players, and allocate resources according to the market. The market plays the main role, and the main role of allocating resources. The government is in the market process to make up for the deficiencies of the market and plays a leading role.
(Reported by Yuan Chao Huang Yi Xu Yanxiang Cheng Jie Guiyang)
Editor in charge: [Zhang Yifan]