Few years
With live streaming with goods
The rise of this new form of e-commerce
Many agricultural products have also hitched a ride on the Internet express
Transport from the countryside to the city
While bringing "living" the rural economy
It also empowers and increases efficiency for rural revitalization
It is worth mentioning that the Ministry of Agriculture and Rural Affairs, the Ministry of Commerce and other relevant departments and local governments have also frequently introduced policies to promote the development of rural e-commerce, such as production and marketing docking, cold chain logistics, and talent training, to promote the further development of new models of agricultural product sales such as live streaming with goods, and play an important role in promoting the upward movement of agricultural products and driving farmers to increase income.
Live streaming with goods has led to a new fashion in the countryside
But in the process of its development
There are also some urgent problems that need to be solved
recently
The reporter focused on the phenomenon of live streaming of agricultural products with goods
There are shortcomings in the process of live streaming with goods
And how to promote the live streaming of agricultural products with goods
Healthy and long-term development
A visit and investigation was conducted
Phenomenon: Live streaming with goods "live" the rural economy and drumming up the pockets of villagers
"Now to introduce to you this hundred flowers nectar, by bees collecting a variety of pollen in the mountains brewed, mild taste, accompanied by a faint floral fragrance ..." On the morning of January 10, in a family farm in Dawu Village, Dahe Town, Wuping County, Longyan City, Fujian Province, Daniel Zhang returned entrepreneurial youth and members of the Longyan New Farmers Association introduced the quality of honey, brewing environment, storage methods, etc. to netizens across the country through the mobile phone live broadcast platform, attracting many netizens to place orders.
Daniel Zhang told reporters that he began to contact short videos 4 years ago, and then tried to share his beekeeping and chicken raising daily with netizens in the form of short videos and live broadcasts, and introduced Wuping specialties to drive the sales of surrounding agricultural products, so that the nearby people enjoyed the benefits brought by the Internet economy. "At present, I have more than 500,000 followers on the live broadcast platform, and at the best time of business, I can receive more than 1,000 orders a day." Daniel Zhang said.
Deng Jinfa, a villager in Pingkeng Village, Dahe Town, has cooperated with Daniel Zhang for more than two years: "In the past, the honey produced by our family often could not be sold, and the goods were brought through live broadcasting, and now the annual income from the sale of honey alone is more than 40,000 yuan, which is double that of the previous one." "I have tasted the sweetness of live streaming with goods, and now Deng Jin's sweet potatoes, native chickens and other agricultural products are sold by Daniel Zhang through live broadcasting."
Such examples are not uncommon in rural areas. The reporter visited and found that in recent years, the rapid development of live streaming of agricultural products has not only effectively solved the problem of unsalable agricultural products for many ordinary people, but also revitalized the rural economy and injected new momentum into rural revitalization.
Villagers in Shanggu Village, Gao County, Sichuan Province, introduced lemons through live mobile phone broadcasts.
Like Daniel Zhang, Wu Kaiqiang, a young entrepreneur who returned to his hometown in Shahe Town, Gao County, Yibin City, Sichuan Province, also moved the live broadcast room into the lemon base in the village, and led the villagers to a new path of industrial development through live streaming with goods. "Since the launch of live streaming in early 2020, the sales of lemons in the village have climbed all the way, and even exported abroad." Wu Kaiqiang told reporters that he also led the team to help surrounding farmers sell rice, sweet potatoes and other agricultural products, and the villagers' incomes have risen sharply, and their pockets have become more and more drummed.
In Yunta Village, Yushu City, Qinghai Province, Bai Ka, an outstanding leader in rural innovation and entrepreneurship in the country, introduced local herdsmen's culture and agricultural products on the grassland through live mobile phone broadcast.
In Yunta Village, Yushu City, Qinghai Province, Bai Ka, an outstanding leader in rural innovation and entrepreneurship in the country, often grazes on the grassland while introducing local herder culture and agricultural products to netizens through live mobile phone broadcasting. "Live streaming not only opens up the sales channels of agricultural products, but also plays a good role in publicizing our local customs and customs." Baika said.
Bacon for sale in chibusu village, Chibusu Town, Mao County, Aba Prefecture, Sichuan Province.
In Chibusu Village, Chibusu Town, Mao County, Aba Prefecture, Sichuan Province, Wang Yongfu, who only started live broadcasting of agricultural products in August last year, is currently preparing to promote the bacon sausages in the village through the live broadcast platform, he told reporters that through the live broadcast platform, the apples, peppercorns, cherries, honey, bacon, sausages, etc. grown by farmers in his hometown can be sold. "The villagers' income has increased, and the industry in the village has developed, which is a good start." Wang Yongfu said.
Problem: There are still many shortcomings in the live streaming of agricultural products
Live streaming with goods seems simple
Actually involves standard production,
Packaging storage, logistics and distribution,
Talent training and many other aspects
Currently in the process of development
There are still many problems that need to be solved urgently
Cao Mei, who lives in the Jinniu district of Chengdu, Sichuan Province, used to buy agricultural products by watching live broadcasts, but her willingness to buy has decreased a lot recently. Cao Mei told reporters: "By watching the live broadcast to be able to more intuitively understand the agricultural products, this is one of the main reasons why I liked to place orders through live broadcasting before, and then there were several times, the outer packaging of the products I received was different in color, the size of the fruit was uneven, and there were even problems such as damage and deterioration, and then I bought less." ”
During the interview, the reporter found that many citizens who purchased agricultural products by watching live broadcasts had encountered similar problems with Cao Mei. On these issues, Liu Xiaoqiong, deputy director of the Gaoxian Jingxin Science and Technology Bureau, believes that this has a lot to do with the imperfection of the agricultural product e-commerce supply chain system. "The lack of sorting standards for agricultural products, the lack of packaging materials, imperfect storage facilities, and the low efficiency of logistics and distribution caused by inconvenient transportation in remote areas are all difficulties that restrict the development of live streaming of agricultural products." Liu Xiaoqiong said that if these problems cannot be solved, there will be agricultural products in good condition before packaging and distribution, and when they reach the hands of consumers, they have become defective products.
Shanggu Village, Gao County, Yibin City, Sichuan Province, sorts and packs lemons into boxes and prepares them for sending to all parts of the country.
In addition to factors such as product quality, logistics, warehousing, and transportation, Lai Jian, head of the Honggutian Live Broadcast Base of Longyan Agricultural Development Co., Ltd. and the Longyan New Farmers Association, believes that the lack of live broadcast talents is also a major factor restricting the development of live streaming of agricultural products. "At present, the live broadcast of agricultural products in many places mainly relies on government cadres and 'net red' anchors to help farmers speak for them, in rural areas, they understand both agriculture and e-commerce, which can not only clarify the quality characteristics of agricultural products, but also tell the stories of local customs and culture, and can also accurately guess the psychology of consumers and communicate happily With the extreme shortage of farmers' live broadcast talents, they cannot stimulate consumers' desire to buy well." Lai Jian said that it is of more common significance to cultivate local live broadcast talents to endorse agricultural products.
Suggestion: Make more efforts to paint a new picture of rural revitalization
now
With the rapid development of live streaming of agricultural products
More and more people accept and are happy
Buy produce by watching the livestream
however
Put quality produce
From the field to the table
There are too many intermediate links and there are many aspects involved
How to make this new model develop healthily
Go further
Better promote rural revitalization
It is a question that still needs to be explored
Agricultural products displayed in an orderly manner in chibusu village, Chibusu Town, Mao County, Aba Prefecture, Sichuan Province.
"It is necessary to actively carry out production and marketing docking, strengthen coordination among all parties, rationally plan and promote the standardization, quality and brand development of agricultural products according to local conditions." Liu Xiaoqiong believes that in addition to improving product sorting standards, upgrading product packaging and improving storage facilities, all relevant government departments should also actively build a platform to correctly guide and promote the standardized development of agricultural product planting, create high-quality agricultural products with taste and appearance, and give play to the cultural attributes carried by agricultural products, so that live streaming can promote local customs and beautiful scenery while promoting agricultural products themselves, and help rural revitalization.
"The biggest feature of agricultural products is freshness, and the requirements for timeliness and transportation conditions are higher than those of ordinary express delivery, which puts forward new requirements and challenges for the express logistics industry." Hou Dong, manager of the marketing department of the Xining Branch of China Post Group Co., Ltd., said that in recent years, the vast rural areas of the mainland have smoother roads and more perfect infrastructure, and the postal service has long realized the establishment of township and township offices and villages and villages, and express delivery has been realized through postal express cooperation, which has brought new changes to the rural economic development. However, at present, the construction of agriculture-related logistics facilities is still not perfect, the county, township, village three-level logistics system still needs to be upgraded, as a express logistics enterprise, in the agriculture-related logistics should accelerate the improvement of agricultural products storage and preservation cold chain logistics facilities construction, improve the intelligent logistics services and cold chain preservation technology level, the construction of sales of agricultural products in the front warehouse, according to local conditions to create agricultural products service programs, efficient and efficient completion of the transmission from the field to the tip of the tongue. At the same time, we should also combine the advantages of enterprises to actively carry out projects to benefit farmers, promote the sales of agricultural products, and contribute to the revitalization of the rural areas.
In Yunta Village, Yushu City, Qinghai Province, Bai Ka, an outstanding leader in rural innovation and entrepreneurship in the country, introduced local herdsmen's culture and agricultural products through live mobile phone broadcast.
Lai Jian believes that the development of live broadcasting of agricultural products should also pay attention to the cultivation and attraction of anchors, targeted training for anchors of agricultural products that is consistent with the tonality and characteristics of agricultural products, and attract a group of returned young people, new farmers, and innovative and entrepreneurial talents who love agriculture, understand agriculture, and are good at management to join the live broadcast team of agricultural products. "I hope that more talents who 'carry good goods and dreams' will join the team of agricultural product anchors and walk together on the fields full of hope." Lai Jian said.
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▌ The source of this article | Spiritual Civilization Newspaper (January 19, 2022, A1 edition)
▌ Original title | "Live streaming with goods "live" the countryside"
▌ Image source | Respondents provided
▌ Edit | Li Shangwei
▌ Audit | Chen Xiaoyun Yang Jun
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