Ma Liang: Short videos and live broadcasts help the development of the new county economy in three aspects

Ma Liang, professor at the School of Public Administration of Chinese University, attended the symposium on "National Forum - New County Economic Development from the Perspective of Dual Cycle" in Beijing. Photo by Tian Yuhao

Beijing, July 9 (Reporter Xia Bin) "Like in the past, the live broadcast room was brightly lit, but now, the live broadcast room is in the field or even in the production workshop, making you feel the truth and making you feel that it is trustworthy." When the short video and live broadcast entered the county countryside, Ma Liang, a professor at the School of Public Administration of Chinese Min University, described the changes in the live broadcast room in Beijing on the 9th.

The symposium on "National Is forum - New County Economic Development from a Dual-Cycle Perspective" sponsored by China News Service was held on the same day. Ma Liang said at the meeting that in the era of short video and live broadcast, the development of a new county economy can be discussed from three aspects.

The first is the development of interface. "I can now go to the camera to sell or promote, maybe behind the good mountains and good water, this time the past production and marketing of the entire chain has been shortened, directly in a space to achieve." Ma Liang said that the mode of short video and live broadcast can break through the time and space restrictions, and buyers and sellers can break through intermediate links to promote information docking; for example, the direct docking of content production and consumer end on Douyin, and the trend is transformed into the docking of commodity production and consumer end.

The second is the development of industrialization. "Short videos and live broadcasts make the industry smoother, because it is not only sales, behind the sales must have sufficient supply, logistics support, but also a series of design and production of the team, so this time to consider industrialization." Ma Liang pointed out that short videos and live broadcasts, including Douyin, can allow farmers to directly reach consumers, shorten the development path of production to processing and service, and also help the development of rural cultural tourism, and enhance the agglomeration degree and modernization level of county industries.

The third is integrated development. Ma Liang believes that the new formats driven by short videos and live broadcasts have stimulated the integrated development of traditional culture and economy, and also provided entrepreneurial innovation opportunities at the doorstep of the home, providing new ideas for solving the problem of rural hollowing out.

Ma Liang pointed out that the dual structure of urban and rural areas has also undergone new changes under the above new formats, including the two-way flow of factors and the two-way exchange of talents. At the same time, the past production and marketing system is changing. During the epidemic last year, it can be seen that with the help of short videos and live broadcast formats such as Douyin, many people can carry out sales at their doorstep, at which time the relationship between production and marketing has changed, including the degree of digitalization of the industry has also been greatly improved.

How can short videos and live broadcasts play a greater role in the development of county economic innovation? Ma Liang suggested that it is necessary to speed up the construction of rural circulation infrastructure, including cold chain storage, packaging, transportation, logistics, express delivery, etc., so as to reduce the circulation costs of supply, production, distribution and consumption, and create a new county economy with one-stop production and marketing.

In addition, it is necessary to promote the small urbanization of the county, with the county town and township as the center, and develop "new urban life + new rural format". Ma Liang said bluntly that to attract young people to return to their hometowns, people should not only be able to work here, but also take root here without worries. (End)

Source: China News Network