Live e-commerce is in decline? The live broadcast sold 250,000 catties in less than 4 hours

Image source @ Visual China

Wen | Zinc Finance, author | Sun Pengyue, editor | Dafeng

Yesterday, the rural revitalization and communication plan launched by People's Daily New Media won the first battle to help farmers.

According to industry sources close to the inside of Yuanwang, in the four-hour live broadcast of the anchor Yu Dagongzi, the first live broadcast brought more than 1.1 million pieces of various agricultural products and sold more than 250,000 kilograms of agricultural products; among them, the sales star product Xinnongge Sweet Glutinous Chestnut Kernel sold nearly 130,000 bags in 5 minutes; Shaoxing yellow wine sold more than 60,000 kilograms in only 3 minutes.

In order to respond to the national call for rural revitalization, People's Daily New Media officially launched the "Rural Revitalization Communication Plan", which will rely on the new media matrix such as the People's Daily client and the People's Daily video client to extensively pool resources and jointly write the big article "Rural Revitalization". Live e-commerce is an important part of this plan.

Today's "Township About Zhejiang" live broadcast is a special session in Zhejiang, and it is also the first stop of the people's daily new media "Rural Revitalization And Communication Plan" to help farmers live. Before the debut live broadcast began, the topic of #The significance of live e-commerce for rural revitalization was also on Weibo hot search, and at present, the number of readers of this topic has approached 40 million.

It is understood that the People's Daily new media and the Remote Lookout Network will hold 6 such large-scale live broadcasts this year, all over South China, Northeast China, Southwest And other regions, in addition to the passionate help of the Yu Grand Duke, the major anchors under the Far Look network will participate in it, opening up new sales channels for rural revitalization and rural e-commerce.

In the era of live broadcasting, live e-commerce has obviously become a weapon to revitalize the countryside.

Industry standards have been improved, and live e-commerce has consolidated confidence

At present, live streaming has become one of the core channels for commodity trading.

According to data from Alibaba Research Institute, live e-commerce will still maintain rapid growth in 2021, with GMV approaching 2 trillion yuan (1,995 billion yuan) in 2021, of which Taobao, Douyin, and Kuaishou three major live e-commerce platforms account for the vast majority of the share; driven by the strong power of online live e-commerce, the number of offline brands and stores has shown high year-on-year growth.

Especially in the increasingly complex era of the epidemic, through the live broadcast room in the mobile phone, a new consumption scene is created, thereby promoting consumer purchases, promoting consumption, and ensuring the circulation of goods to the greatest extent.

In 2021, the Central Economic Work Conference and the national "14th Five-Year Plan" clearly put forward: "comprehensively promote consumption". The state attaches great importance to the overall growth of consumption, highlighting the advantages of live e-commerce in expanding new consumer groups, creating new consumption scenarios, establishing trust mechanisms, increasing employment to drive consumption, and integrating with the real economy.

For the national economy, the new business model represented by live e-commerce is of great significance in promoting the sustained recovery of consumption and even rapid growth; for capital and brand, live e-commerce is still a key link and an important engine.

It is undeniable that in recent years, negative events in e-commerce live broadcasting have occurred frequently. In the face of industry chaos, in March this year, the Zhejiang Provincial Market Supervision and Administration Bureau and the Zhejiang Online Merchants Association, together with a number of leading live e-commerce enterprises such as Qianxun Holdings and Yuanwang Network, jointly drafted the "Live E-commerce Selection and Quality Control Management Specifications", which made new requirements and specifications for the selection and quality control of live streaming goods. It provides guidance and guidance for the self-discipline and enterprise standardization development of the live e-commerce industry.

The introduction of relevant normative systems has greatly standardized the live e-commerce industry and greatly improved the trust of consumers, capital and brands in the live e-commerce industry.

Taking this live broadcast of helping farmers as an example, Yuanwang Network is a veteran player of live e-commerce, which began to lay out in the field of live e-commerce in 2018, and in the same year, it was successfully listed in A-shares, becoming the first listed company in the industry to short video and live e-commerce concept. Yuanwang Network has accumulated practical experience and industry resources in recent years, and this time coupled with the credibility of the People's Daily, it also has great positive significance for the entire industry.

Live e-commerce is already an indispensable core for most of the current commodities and brands. At present, more than 90% of consumer brands, whether new consumers or traditional brands, need to be remade according to live e-commerce and adjust the brand strategy and direction.

From the perspective of national strategy, live e-commerce is an efficient channel to increase the circulation of commodities, and it is also the first pedal for agricultural products and farmers to come out.

Consolidate the achievements in poverty alleviation

After the end of the battle against poverty, the work of the three rural areas has also shifted to the direction of "rural revitalization", and the core focus is on increasing farmers' income.

In February 2022, the Opinions of the CPC Central Committee and the State Council on Comprehensively Promoting the Key Work of Rural Revitalization in 2022 was officially released, which is the first central document that explicitly mentions "live streaming of agricultural products with goods". During this year's two sessions, the government work report clearly proposed that it is necessary to strengthen the construction of the county commercial system and develop rural e-commerce and express logistics and distribution.

The direct benefit of live e-commerce into the countryside is intuitive shipments. Major live e-commerce platforms are also actively responding to the call to help rural revitalization through the Network.

According to the "Rural Data Report" released by Douyin, in 2021, 780,000 people released the "Rural Tour" theme video, with a total of 6.3 billion videos played; Douyin village-related videos increased by 34.38 million, receiving more than 3.5 billion likes; netizens across the country punched in 1.22 million villages, and the creators of 10,000 villages increased by 10% year-on-year.

According to Kuaishou data, in 2021, more than 558 million agricultural product orders were sent from rural areas to all parts of the country through Kuaishou e-commerce; agricultural product sales and order volume increased by 76.3% and 88.4% respectively compared with the same period last year.

Moreover, the direct production and direct sales method can bring direct revenue to the countryside and farmers, thereby driving the production of local agricultural products.

In addition, the more important point is that the export of live e-commerce is the major anchors or live broadcast rooms. And these anchors or live broadcast rooms often have a very large fan base. Therefore, while the agricultural products enter the live broadcast room, they will also promote the culture of the place of origin.

For example, the venue of this live broadcast of Grand Duke Yu is in Hangzhou, Zhejiang. The hot commodities sold in the live broadcast are also special agricultural products from various townships in Zhejiang Province, such as rice wine in Shaoxing.

Shaoxing rice wine is a National Geographical Indication product of China, with a history dating back thousands of years to the Spring and Autumn Warring States, which has endured for a long time and has gradually developed into one of the traditional pillar industries of Shaoxing. Shaoxing rice wine has won 7 international gold awards, 5 national gold awards, and 30 provincial and ministerial excellence awards, and is deeply loved by consumers at home and abroad.

"I am a Native of Zhejiang myself, and I am very happy to be the anchor of this activity, 'endorsing' the agricultural and sideline products of my hometown, hoping that through such activities, I will bring the good goods and treasures of my hometown to everyone, so that more people can feel the charm of Zhejiang 'Township' and contribute to the revitalization of the countryside in my hometown." Grand Duke Yu said at the live broadcast site.

To a certain extent, cultural communication has more long-term value than GMV and can reflect more social responsibility.

Use technology to help the countryside

In the process of national rural economic development, the biggest shackles are information blockage and propaganda backwardness.

For example, high-quality fruits from all over the country basically come from remote villages. For example, the apple above 2300 meters above sea level in Daliangshan, far from the ground, the sun-soaked Daliangshan apple is called "sunshine fruit", which is one of the top apple varieties in the world; Jiangxi's annual output of the world's third Gannan navel orange, edible rate of 85%, containing more than 55% of fruit juice, has been listed as one of the country's eleven most advantageous agricultural products, won the title of "Chinese Famous Fruit" and so on.

But these large, thin-skinned and delicious fruits are deeply in the shadow of various trading difficulties.

Before the era of e-commerce, local village committees and fruit farmers had no other sales channels, and could only be subject to buyers, handing over bargaining power to the "fruit dealers" who knocked on the bone and sucked the marrow.

Once the fruit is ripe, whether good or bad, wholesalers and fruit sellers are all pulled away at a uniform price. Since pricing power is in the hands of wholesalers, even if the price is low, most growers can only be forced to sell at a low price, because once the time to market is missed, the price will be lower.

This ancient and backward production relationship not only damages the interests of fruit farmers, but also the value of fruit crops as a commodity in the process of exchange is not maximized. After all, wholesalers distribute to lower-level dealers for the purpose of earning interest margins, subject to the service capabilities of wholesalers or dealers themselves, and the consumer market that can be covered is also extremely limited.

Nowadays, the going to the countryside of live e-commerce is actually a change in production relations. Economies with farmers and village committees have access to the most efficient and hassle-free middle-of-the-road sales methods.

It is better to teach people to fish than to teach people to fish, which is also the greatest significance of live e-commerce going to the countryside.

What people's daily new media and remote networks, which launched live broadcasts to help farmers, want to do more than simply use live broadcast activities to simply achieve GMV growth. According to industry analysts, the joint launch of the remote network and the People's Daily new media to help farmers live, to a large extent, the two sides hope to combine the credibility of the official media and the professional ability of the industry, through the advantages of technology and resources, to truly help rural revitalization.

For farmers, there is certainly no shortage of natural source goods, but the "crop commodities" in their hands have not fully developed 100% commercial value, so that consumption can develop deeper.

Now, a mobile phone can complete a live broadcast, so that rural farmers can face the market and consumers, and pass on agricultural products and regional culture, thereby integrating offline entities and empowering the local economy.

Grafting technology into rural areas has also become the best way to consolidate the achievements of poverty alleviation and help the rural economy.