"Video information is multidimensional and can improve the consumer experience." "Technologies such as short video and live broadcasting alleviate the problem of docking small production with large market." "We should pay attention to the phenomenon of non-uniform standards and shortage of talents." Recently, at the "Jintai round table: the development of short video and live broadcasting from the perspective of new consumption" seminar organized by the people's Network Institute of Finance and economics, the experts discussed the development opportunities of short video and live broadcasting under the background of new consumption, the role of digital "new agricultural tools" and other topics, and offered suggestions for the healthy development of short video and live broadcasting industry. Developing digital technology: making short video and live broadcast more inclusive "In the medium and long term, China's consumption is accelerating its transformation to a better, new and subdivided direction." Wang Wei, director of the market economy Research Institute of the development research center of the State Council, said that digital technology can connect the supply and demand sides. On the one hand, it can push products to consumers, on the other hand, it can find new consumer demand and promote the further improvement of supply. In the process of consumption innovation, the digital platform can stimulate and release consumption and achieve a high-level dynamic balance between supply and demand. With the development of consumer Internet, the application of big data and the continuous improvement of supply-demand matching mechanism, the digital platform can realize the better connection between consumer Internet and industrial Internet, form the whole process cycle of national economy from consumption to production to circulation, and become one of the important channels to smooth the domestic economic cycle. Wang Wei believes that in the digital era, short videos and live broadcast content are more vivid, intuitive and more efficient, which can effectively tap, release and stimulate people's potential new consumer demand. At the same time, more and more domestic small and medium-sized enterprises show their brands through live broadcast, short video and other means, forming the consumption trend of national tide and domestic goods, and driving the old brands to renew their contents, varieties and business methods, which will play a leading role in the upgrading of industrial structure. Short videos and live broadcasts can also enable the digital transformation of small and micro enterprises and traditional enterprises, change the operation mode of traditional agricultural product industrial chain, promote agricultural modernization, increase farmers' income and help rural revitalization. According to yanghutao, Professor of the Institute of economics of the Chinese Academy of Social Sciences, video information itself is a dynamic combination of words, pictures and sounds, with multi-dimensional information and more prominent personalization, which makes Tiktok and other short video and live broadcast platforms gain greater development space. "The change of information format itself will change the creation and sharing mechanism of its economic value. Short video and live broadcast platforms are content sharing platforms. Publishers gain trust and appreciation through talent or interactive ability, and 'make up for the shortage of tangible capital' through online trust. Content creators form a relatively stable interest match with a certain number of content consumers, and form different interest grids around interest preferences, which It contains the potential possibility of a deal. " Yanghutao said that this mechanism explains why platforms such as short video and Tiktok are inclusive, especially in terms of narrowing the differences between urban and rural areas, regions and participants' education levels. Expand application scenarios: promote the development and growth of rural consumer market The data show that in 2021, the total retail sales of social consumer goods was 44.1 trillion yuan, and the retail sales of rural consumption was 5.92 trillion yuan, accounting for about 13.4%; The national online retail sales of physical goods are 10.8 trillion yuan, and the national online retail sales of rural goods are 2.05 trillion yuan, accounting for about 19%. "This means that compared with the urban permanent population, rural areas are consumption depressions, and the sales of agricultural products through e-commerce is the whole commodity circulation depression." Zhang Hongyu, vice president of China Rural Research Institute of Tsinghua University, said that in the context of the development of e-commerce, we should enrich the industrial chain, integrate the development of primary, secondary and tertiary industries and increase farmers' income; Improve the value chain, reduce intermediate links and promote the development of county economy; Ensure the supply chain, let agricultural products enter the city and industrial products go to the countryside; While improving the interest chain and enhancing the value of agricultural products, it also benefits the business entities. Wu Laping, a professor at the school of economics and management of China Agricultural University, believes that information and communication technologies such as short video and live broadcast alleviate the problem of small production and large market docking, eliminate regional, scale, gender and cultural differences, make more buyers and sellers easily enter the online market, and turn local products and characteristic resources into products through mobile phones, so as to make products produce benefits. For example, Tiktok launched the "mountain products making headlines" activity for more than 20 days, covering 111 counties and cities across the country, helping to sell local characteristic agricultural products. It is worth noting that at present, the development of rural e-commerce is facing problems such as uneconomical scale, inconsistent standards, unsmooth transportation, shortage of talents and so on. In this regard, Zhang Hongyu said that the government should strengthen the construction of rural market system, speed up the layout of express outlets, promote the cold chain logistics facilities for storage and preservation of agricultural products in the whole county, strengthen the training of talents in new industries and new business forms, and strengthen the supervision of agricultural products. Wu Laping believes that we should improve farmers' digital skills and promote the faster development of new consumption in rural areas; The platform should protect the rights and interests of consumers and crack down on illegal acts of cheating consumers; Strengthen the construction of rural outlets and open up the blocking points of commercial circulation and circulation; Encourage cold chain logistics enterprises to extend to rural areas and promote the development of cold chain logistics in rural areas; Accelerate the construction of digital countryside, form urban-rural interaction, promote the establishment of long-term and stable production and marketing docking relationship, let agricultural products go up and industrial products go down, stabilize agricultural production, increase farmers' income, and improve farmers' consumption capacity and living standards. "The development of new business forms of the Internet needs the support of new elements. We should help traditional industries accelerate the transformation, provide more technical training and policy support, and let traditional industries keep pace with the times and better participate in competition." Wang Wei said. Promising development prospects: driving the integration of digital economy and real economy "New consumption takes information technology as the carrier, which can better meet the upgrading of residents' consumption of goods and services." Jiang Xue, an associate researcher at the Economic Research Institute of the national development and Reform Commission, said that compared with graphic information, video information is richer, consumers have a more intuitive understanding of products and services, and improve the consumer experience. The threshold for selling goods with live broadcasting is lower, more inclusive, and can provide more jobs. According to Chen Duan, director of the digital economy integration and innovation development center of the Central University of Finance and economics, since the outbreak of the COVID-19 epidemic, the new consumer market has appeared the phenomenon of consumption stratification, showing a pattern of functional innovation, product segmentation and track replacement. People oriented and scene driven new consumption has changed the single consumption based on products and functions in the past. Chen Duan believes that in the future, short video and live broadcasting can better enter the vertical field and the production level of traditional industries, participate in the upgrading and reconstruction of traditional industries, and bring new development opportunities to the industry. Lowering the threshold for individuals to use emerging technologies, allowing individuals to focus on what they are best at and give full play to their creativity, can also form a different time and space distribution of labor force, so that the creativity and innovation of young people in first tier cities can sink into the countryside and contribute to the revitalization of the countryside. "Through more intuitive live video display, live video allows consumers to be immersive and meet the diversified and personalized needs of consumers. In addition to selling products, live video can also drive agricultural culture and tourism resources, resulting in spillover effects." Wu Laping said. For the future development space of short video and live broadcast, Yang Hutao believes that the platform should meet the specific subdivision interest needs of individual users as much as possible to ensure the fairness and inclusiveness of attention resources. For vulnerable groups, we should give a certain flow preference, establish a better trust capital mechanism, and let them enjoy more digital dividends. "With the help of various audio and video websites, social networks and we media, e-commerce is easier to narrow the distance with consumers, and can spread product information and brand value in more direct channels and diversified ways." Sun Yi, a professor at the school of economics and management at the University of the Chinese Academy of Sciences, believes that the rise of this new business form will help improve the resilience of economic operation and enhance the anti risk ability of economic operation. (outlook new era)