The live broadcast of agricultural products continues to heat up, Economic Daily: Don’t forget quality when rushing

In recent years, with the development of short video platforms becoming more and more mature, live streaming has become a popular marketing method. Many regions have used live streaming methods such as "Here comes the county head" and "I bring goods for my hometown" to expandAgricultural products trading channels to promote farmers' income.Recently, the popularity of some agricultural live broadcast rooms reflects the unique charm of new agricultural assistance methods, and the live broadcast of agricultural products continues to heat up.

Compared with traditional marketing, live streaming is more intuitive and has a stronger impact.However, due to the limited traffic of most rural anchors, the product display form is relatively simple, the vividness and interest are not enough, and the effect of bringing goods is not ideal.There are also some live broadcast goods that have insufficient supply capacity, inconsistent physical and live broadcast display, and poor after-sales service, which not only reduces consumers' willingness to repurchase, but also affects the realization of the goal of helping farmers.

Live streaming depends on traffic, but also on quality.It is difficult to ensure that farmers can obtain long-term stable income if they only rely on anchors and Internet celebrities to play emotional cards, subsidy cards and low-price cards to drive user consumption.To promote the sustainable development of live broadcasting to help agriculture, a standardized system that integrates the quality, certification and traceability of agricultural products should be established, the safety supervision of the quality of products operated by live broadcasting platforms should be strengthened, dynamic tracking should be carried out, and the production and sale of counterfeit products, false propaganda,Infringement of intellectual property rights and other behaviors make live broadcast help farmers stand the test of the market.All localities should focus on leading industries, characteristic industries and rural tourism resources, create "one county, one industry" and "one village, one product" according to local conditions, strengthen the refinement, differentiated processing and packaging design of agricultural products, and actively cultivate characteristic agricultural product brands, such as Wuchang Rice, Gansu, etc.South navel oranges, etc.The added value and cultural connotation of agricultural products should be fully explored, product identification and recognition should be improved, and audience stickiness should be increased.

Live broadcastHelping farmers with goods is a systematic project, involving multiple contents such as network facilities, product production, packaging and transportation, and after-sales service.The county and township chiefs participating in the live broadcast delivery team must not only have a deep understanding of the products and master the live broadcast skills, but also pay attention to the construction of the local live broadcast to help the agricultural ecosystem. They can cooperate with new media platforms and leading agricultural enterprises to build more efficient rural electricity.Commercial industrial chain, actively develop warehousing and cold chain logistics industry, promote industrial agglomeration, continuously extend the supply chain of agricultural products, and create a good environment for live broadcast delivery.Live broadcast platforms should also strengthen corporate qualification audits, strictly control the quality of products, cultivate word-of-mouth anchors, continuously optimize management services, follow rules, and abide by the bottom line.All kinds of agricultural enterprises, cooperatives, and agricultural product industry associations should make efforts in brand building, standardized promotion of agricultural products, and cultivation of new farmers in e-commerce, so that more industrial value-added benefits can benefit rural areas and farmers.

Author: Wang Chunmeng is a researcher at the High Quality Development Research Center of Shandong Provincial Party School (Shandong Administration College)

Producer:Dai Ming

Review: Zhang Qian

Editor: Zhang Shuo