Source: China Economic Daily
Author: Qiao Jinliang
"Village Broadcasting" is derived from the advantages of rural industries, ecology, culture, and tourism, and the consumer markets of township and village -level levels have gradually expanded.In the future, it is necessary to incubate and cultivate more village broadcasting groups, drive more farmers to emerge, and help the agricultural industry chain improvement and value chain reshape.
At present, the Chinese Farmers' Harmony Festival Golden Autumn Consumption Season activities are hot, and many e -commerce platforms have announced the results or plans of the "village broadcast" activity.In the past year, there were 21.86 million short videos to sell agricultural products in the live room of Douyin E -commerce.Since the launch of Taobao Live "Village Broadcasting Plan", over 110,000 farmers anchors have launched about 3.3 million live broadcasts.Kuaishou announced the launch of the "Star Plan" for the village broadcast, and cultivated 1 million villages in the next three years.
"Village Broadcasting" can refer to both rural live broadcasts or rural anchors.As early as the beginning of the rise of short videos, there were a group of people who dared to taste new to record rural life through short videos.With the integration of short videos and live e -commerce, "village broadcast" has become a phenomenal e -commerce form."Village Broadcasting" is not difficult to get started. There is no need for special professional scripts and shooting. Although they are in the mountains, they can let agricultural goods get out of the mountain with a mobile phone.Taking the birthplace of "Village Super", Guizhou Rongjiang as an example. As the national "Internet+" agricultural product outlet project pilot county, Rongjiang has cumulatively cultivated more than 2,200 local online live marketing teams to build the "foundation of rural e -commerce companiesfacility".
"Village Broadcasting" is not accidental.On the one hand, the main agricultural products have been produced for years, and the characteristic agricultural products are extremely rich. The advantages of rural industries, ecology, culture, and tourism have shown, and "village broadcasts" are popular in a more intuitive and interactive way.On the other hand, the consumer markets of townships and villages account for 38%of the total consumer market, and the growth rate of farmers' income has run for many years to win urban residents.For e -commerce platforms, discovering new markets and acquiring new users, the "village broadcast" business is essential.In addition, the policy is also frequently blowing. The "Construction of Agricultural and Silee Products Live E -commerce Base" is written into the Central Central Committee.
"Village Broadcasting" is required by the revitalization of rural talents.How to make young people find career opportunities in the countryside has always been a problem for rural rejuvenation.In recent years, the "village broadcasting" group has accelerated its growth and has become a characteristic talent for promoting rural rejuvenation.As the carrier of the new occupation, the short video live broadcast platform allows more new farmers to find opportunities in the countryside and drive more entrepreneurship and employment.Each batch of excellent "village broadcasts" can be a few more batch of various types of rural talents.
"Village Broadcasting" is required by the circulation of agricultural products.Rural e -commerce includes upward and downlink, that is, agricultural products enter the city and consumer goods go to the countryside.The agricultural harvest does not mean that farmers must make money. In addition to the production, they also have to sell well.It can be seen that uplink is the key to increasing farmers' income.In reality, small farmers connect the large market, which will inevitably have seasonal regional sales difficulties."Village Broadcasting" uses small prys, and brings about the digital gap between urban and rural areas, so that farmers benefit from it, and change the network traffic to become rich.
However, the sales of agricultural products are not sowing.The advantage of "village broadcasting" is that the efficiency of production and sales docking is improved.There are also some shortcomings, such as homogeneity of live broadcast content and poor product quality.Many "village broadcasts" have less traffic and few effective fans, which affect the effect of farming."Village Broadcasting" is just an entrance. Users' feelings and industrial support are the key. This requires the standardized production and refined management of the behind -the -way quality management and control of order operation.
Digital villages, the core is data, but the key lies in people.Many of the new generation of "village broadcasts" have good education, and many successful people use team -based operations and industrialized operations.The entire industrial chain behind it is exactly what a single farmer was lacking in the past.This reveals that we must not only build a batch of head anchors, but also encourage rural grassroots anchors to show their magical powers.In the future, it is necessary to incubate and cultivate more "village broadcast" groups, drive more farmers to emerge, and help improve the agricultural industry chain and reshape the value chain.
The development of"Village Broadcasting" should be adapted to local conditions, based on the county economy, adheres to the initial heart of farmers, and achieves the rural industry."Village Broadcasting" is an ecosystem that involves farmers, courier logistics, e -commerce platforms, operators, anchors, etc. All parties must be valuable and shared in interests to form a joint force.For example, the county can use the site and equipment resources of the county -level e -commerce service center to create a group of live broadcast bases and "village broadcast" colleges.E -commerce can strengthen the cultivation and support of young farmers through traffic support, platform empowerment, and online learning.
From the "village coffee" to "village broadcast", it can be foresee that the future rural industry revitalizes.
