China News Service Client, Beijing, June 8 (Ren Siyu) Before "Xiao Zhu Pei Qi" and "Zu Lan Xia Dan" promoted agricultural and sideline products, later Lei Jiayin Yue Yunpeng Huang Xiaoming turned into "eating broadcast". Since this year, more and more More and more celebrities walked into the live broadcast room, and in the rush to bring goods, the celebrities used their influence to bring goods for products in poor areas, which became a special scenery.
Special live broadcasts for agricultural assistance, sales promotion at trade fairs, and applause on Weibo... In the action to help poverty alleviation, many literary and artistic workers are "endorsement" of agricultural products in poverty-stricken areas through various means to attract more people to participate in poverty alleviation.
Many stars participated in the live broadcast of agricultural assistance. Source: video screenshot
Eat while shouting, the star sells goods to help the farmers in the live broadcast room
"I can say responsibly that this sauce is super delicious, because I have eaten it, it is really delicious." "People like us who have been filming outside for a long time, or who often work in the office, can mix it while eating working meals. "Beerxiang!" actor Cai Ming said vowedly in the live broadcast room. In a recent live broadcast operation to help farmers, she turned into an "online salesman" and brought goods for the same yellow sauce in Shanxi University.
Star live broadcasts are no longer new, but this year, agricultural products in some places are facing slow sales due to the epidemic. Many stars have participated in the agricultural assistance operation to open the market for products in poor and remote areas.
Not long ago, guests Lei Jiayin, Yue Yunpeng, Wang Xun, Jia Nailiang, Deng Lun, and Song Xiaobao of the variety show "Extreme Challenge" walked into the live broadcast room of Wei Ya, and they compared with Wei Ya to help the farmers bring goods. I saw that Xiao Yue Yue had just eaten a bowl of buckwheat In the noodles, he started to eat the pig's elbow, and the whole staff shouted. It took only 40 minutes to sell all the products. The total sales of the live broadcast reached 6.61 million.
Lei Jiayin, Yue Yunpeng, Wang Xun, Jia Nailiang, Deng Lun, Song Xiaobao, and Wei Ya brought the goods live. Source: video screenshot
Ministry of Commerce spokesman Gao Feng introduced on April 30 that according to third-party data, in the first quarter of this year, rural e-commerce in 832 state-level poverty-stricken counties achieved growth against the trend, with online retail sales reaching 56.56 billion. Among them, the online retail sales of agricultural products were 8.32 billion yuan, a year-on-year increase of 49.7%, which was 11.5 percentage points higher than the average growth rate of the country’s rural areas.
Compared with traditional methods such as charity shows and evening parties, the interaction of e-commerce live broadcast is more direct. As long as the viewer clicks on the link, they can help the products of the poor areas to solve the sales problem. The popularity and traffic of the stars have made them more popular Passers-by see.
Today, not only have celebrities settled in the live broadcast rooms to sell agricultural products, but some officials have entered the star live broadcast rooms to bring goods for their specialty products. For example, the actor Ye Xuan, who is the main anchor, opened the live broadcast room for agricultural helpers to Yunnan, Shanxi and other places, and he brought the goods with local officials. She said in an interview: "When you help them sell agricultural products, when you see the smiling faces of the old farmers, you will feel like a bridge, which makes sense!"
Source: Ye Xuan screenshots on Weibo.
The combination of influential stars, media platforms and e-commerce platforms, and the integration of multiple forces to launch a series of consumer poverty alleviation activities is another new trend in live broadcasting. On June 7, "Get Brothers-Mango Poverty Alleviation Cloud Supermarket Live" Poverty Alleviation Gala will be broadcast live on TV and e-commerce platforms. More than 15 people including Wang Han, Wang Yibo, Da Zhangwei, Phoenix Legend, Chopsticks Brothers, Haiqing and Qin Lan Celebrities and entertainers will bring live PK goods and sell agricultural products on the spot.
There are many ways to help overcome poverty
With the help of the power of mobile Internet to help the poor and help the farmers, the stars have been acting. In May of last year, actor Pan Changjiang came to Fei County, Yimengshan, an old revolutionary base, to help farmers in impoverished mountainous areas in the form of live broadcasts. Within a few minutes, the sales volume of gold dried beans produced by local enterprises exceeded 10,000 pieces, and several other commodities quickly sold out, far exceeding the sales of manufacturers' online stores last year. He also said that he would donate all the RMB 487,000 obtained from the live broadcast to Fei County Chengbei Primary School covering many poor villages.
In addition to live broadcasting, they also participated in poverty alleviation through variety shows and other means. In 2018, the variety show "We Are in Action" was launched. It was based on the concept of "precision poverty alleviation". Star guests and entrepreneurs formed farming teams to help poor areas solve their problems. Their method of assistance is not to directly donate materials, but to conduct in-depth field investigations to discover products with local market potential. Everyone will make plans together, and then carry out double promotion online and offline to help alleviate poverty by "giving them fish".
In the past two years, the "We Are in Action" four-season program went to 23 impoverished counties, and 85 stars and entrepreneurs participated in zero-pay. The results of the goods they brought were also very impressive. In the fourth season of the first program, Chen Rong, Hu Ke, Gao Weiguang, Lian Huaiwei and others went to Jingning County, Gansu Province to solve the problem of unsaleable apples. Eventually, with the efforts of guests and merchants, local apple sales reached 600 million yuan.
The variety show "We Are in Action" helps lift poverty. Source: Weibo screenshot
In June 2018, the movie channel launched the "Struggle Against Poverty-Operation Starlight". Jackie Chan, Chen Kun, Zhou Xun, Huang Xiaoming, Wu Jing, Yao Chen, Huang Bo, and many other filmmakers formed a team to visit the poverty-stricken areas, visit the children in the mountains, and provide local agricultural products. Endorsement, and voice on the Internet, calling on the whole society to pay close attention to poverty alleviation.
Jackie Chan walked into Datong, Shanxi to forget the flowers and picked yellow flowers, and highly recommended it at the ordering meeting; Zhou Xun went to the school of "Yuya Village" in Zhaojue County, Sichuan Province to experience the children's way to school and send them love gifts; Tianfa Weibo helped Shaanxi Jiaxian County to promote the slow-selling jujube, and also bought 10,000 jin to give to netizens; Huang Xuanjin went to Tibet for the promotion of "Ema Potato", and the ordering hotline was hit...
Data picture: Jackie Chan picks yellow flowers in the forgetful flowers of Yunzhou District, Datong City. Photograph by Wu Junjie
As the initiator of the event, Jackie Chan once said: "We have a little influence in this society because of filming and singing. Our words and deeds will attract the attention of the society, so we must use our own influence to attract the depth of power from all walks of life. Participate in the activities." He believes that literary and art workers should fulfill their corresponding social responsibilities in poverty alleviation work. "I will be very happy to help farmers and friends sell agricultural products to those in need."
Follow the idol, the fans are acting
The power of celebrities is that they are not "fighting" alone, and there is a firm group behind them.
Once upon a time, the sky-high stars of "contracting land, sea, and air" should invoke a lot of controversy. In recent years, fans of some stars have begun to organize charity activities in the name of idols, donating materials to remote areas, subsidizing school children in poor areas, etc., The positive energy brought to them by idols spread to society.
For example, in December last year, when actor Zhu Yilong went to the Gutian condolences performance in the old revolutionary base area, his fans started a charity assistance activity online. Zhu Yilong charity assistance station joined hands with Henan Provincial Charity Federation, Lianquan Charity Foundation, Energy China Charity Assistance Fund, etc. The unit launched the “Warm Winter Package for Old People in the Old Area” and raised more than 380,000 yuan in a short period of time to send blankets, gloves, scarves, hats, knee pads, socks and other cold protection items to the poor people in the old areas.
Zhu Yilong Charity should assist a station to launch the "Warm Winter Package for Old People". Source: Website screenshot
At the 2018 V Impact Summit Movie Forum, Wang Yan, the chief editor of the movie channel Rong Media Center, said that star poverty alleviation is really not a show, and it has really brought many practical effects to local poor counties, such as Cai Xukun’s poverty alleviation endorsement. , It was sold out by fans in a few hours. "The way that celebrities endorse agricultural products has brought good income, and it is also a clear stream in the current film and television circle."
Cai Xukun spoke for the specialty of Danzhou in Hainan. Source: video screenshot
The "2019 China Film and Television Star Social Responsibility Research Report" released at the end of 2019 mentioned that fans have actively participated in public welfare activities under the demonstration and leading role of star models, caring for vulnerable social groups, caring for environmental protection and other public welfare issues and putting them into action. Later, with the rationalization of fans' pursuit of stars, the public welfare of star fans has gradually shown the characteristics of institutionalization, specialization and transparency.
2020 is the year when the well-off society will be completed, and it will be the year of a decisive battle against poverty. The literary and art workers are also giving full play to their influence, transforming their popularity into energy for poverty alleviation, and helping to overcome poverty. They have been on the road. (Finish)