At present, the Golden Autumn Consumption Season of the Farmers' Harvest Festival is booming, and multiple e-commerce platforms have announced the results or plans of the "Village Broadcasting" activity. In the last year, there were 21.86 million short videos of shopping cart selling agricultural products in the Tiktok e-commerce live broadcast room. Since the launch of the Taobao live streaming "Village Broadcasting Plan", over 110000 farmers have carried out about 3.3 million live broadcasts to assist farmers. Kwai announced to launch the "Star Program" of village broadcasting, and cultivate 1 million village broadcasting in the next three years. Village broadcasting "can refer to both rural live streaming activities and rural anchor groups. As early as the early rise of short videos, there were a group of people who dared to try new things and recorded rural life through short videos. With the integration of short videos and live streaming e-commerce, "village broadcasting" has become a phenomenon level e-commerce form. Getting started with 'Village Broadcasting' is not difficult, and it does not require particularly professional scripts or filming. Although in the mountains, it can help farmers get out of the mountains with a mobile phone. Taking Rongjiang, Guizhou, the birthplace of "Village Supermarket" as an example, as a pilot county of the national "Internet plus" agricultural product project, Rongjiang has cultivated more than 2200 local webcast marketing teams and built the "infrastructure" of rural e-commerce. The popularity of "village broadcasting" is not accidental. On the one hand, the main agricultural products are abundant year after year, with a great variety of characteristic agricultural products. The industrial, ecological, cultural, and tourism advantages of rural areas are fully demonstrated, and "village broadcasting" is popular with a more intuitive and interactive presentation method. On the other hand, the consumption market at the township and village levels accounts for 38% of the total consumption market, and the growth rate of farmers' income has consistently surpassed that of urban residents for many years. For e-commerce platforms, exploring new markets and acquiring new users is essential for the "village broadcasting" business. In addition, in terms of policy, the warm wind blows frequently, and the "construction of live broadcast e-commerce base for agricultural and sideline products" has been written into the No. 1 central document of the central government this year. Village broadcasting "is necessary for the revitalization of rural talents. How to enable young people to find career opportunities in rural areas has always been a challenge for rural revitalization. In recent years, the "village broadcasting" group has accelerated its growth and become a characteristic talent force promoting rural revitalization. As a carrier for new professions, short video live streaming platforms have enabled more new farmers to find opportunities in rural areas, driving more entrepreneurship and employment. For every additional batch of excellent "village broadcasting", there will be several more batches of various rural talents. Village broadcasting is necessary for the circulation of agricultural products. Rural e-commerce includes both upward and downward movements, namely the entry of agricultural products into cities and the entry of consumer goods into rural areas. A bumper harvest in agriculture does not necessarily mean that farmers can earn money. In addition to producing, they also need to sell well. It can be seen that the upward trend is the key to increasing farmers' income. In reality, it is inevitable for small farmers to encounter seasonal and regional difficulties in selling in the large market. Village broadcasting aims to bridge the digital divide between urban and rural areas, benefiting farmers and transforming network traffic into incremental wealth. However, agricultural product sales are not easy to achieve overnight. The advantage of "village broadcasting" is that it improves the efficiency of production and sales coordination. Although it is easy to get started, it is also difficult to sustain sales. There are also some shortcomings, such as homogenization of live streaming content and poor consistency of product quality. Many "village broadcasts" have low traffic and few effective fans, which all affect the effectiveness of agricultural assistance. Village broadcasting "is just an entrance, and user experience and industry support are the key. This requires standardized production and refined management behind it to be in place, quality control and order operation to keep up. Digital Village,
Edit：Hou Wenzhe Responsible editor：WeiZe
Source：economic daily
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