Report On Live Broadcast Of China'S Agricultural Products E-Commerce In 2020

On June 8, the 21st century Industry Research Institute of Nanfang finance and economics group released the "report on China's agricultural products e-commerce live broadcast in 2020". Combined with the policy background of targeted poverty alleviation and rural revitalization, the report explored the actual communication effect of live broadcast of agricultural products e-commerce in its audience groups through online questionnaire survey, covering more than 30 cities, and through case study, The trend and difficulties of the e-commerce live broadcast industry of agricultural products were sorted out.

From news anchors, stars, network talent to leading cadres, and even farmers, the masses have participated in the live broadcast with goods. In particular, the local leading cadres represented by the mayor and county magistrate have changed their previous serious image and frequently "appeared" on the live broadcast. Take the first quarter of 2020 as an example, the major e-commerce platforms have more than 4 million live broadcasts related to agricultural products, and more than 100 mayors and county heads have entered the live broadcasting room to "speak for" local agricultural products.

Through the modes of "online live broadcast" and "field live broadcast", the live e-commerce can increase the sense of substitution of online experience, present the rural original ecological product resources to consumers more directly, conduct effective drainage for consumers, and broaden the upward channel of agricultural products. While the development of "village broadcasting" is in full swing, there are also many problems, such as uneven quality of anchor, lack of logistics construction of agricultural products and so on.

"At present, the whole agricultural system is still small, scattered and not intensive. This also leads to farmers have no right to speak and price, and the cost is high in the circulation link. With the continuous improvement of people's living standards, the whole society has a great demand for high-quality fresh agricultural products. " Niu Donglai, vice president of the school of information, Capital University of economics and trade and an expert in circulation management, said in an interview with the 21st century economic reporter that the profits of the agricultural products industry are relatively low, and it needs at least three to five years of investment. In this case, e-commerce and logistics enterprises need to put social public welfare elements into it.

Young people become the main consumer

Before the live broadcast, many agricultural products were only "well-known" in "ten miles and eight townships", and only a few local specialties had the opportunity to go to the whole country. Now, any high-quality agricultural products, whether they are rough processing or deep processing, whether they are well-known trademarks or not, are likely to become popular in China as long as an opportunity.

According to the survey, the number of people who have seen the live broadcast of agricultural products by e-commerce is significantly more than that of those who have not. The live broadcast of agricultural products has become an important category of e-commerce live broadcasting. It is worth noting that 47.94% of them watched the live broadcast of agricultural products e-commerce for the first time during the epidemic period, that is to say, nearly half of the consumers learned more about the e-commerce of agricultural products during the epidemic period.

On the other hand, among the people who have watched the live broadcast of agricultural products by e-commerce, 76.04% of them are 26-30 years old, and 72.73% of them are under 18 years old, which is significantly higher than the average of 40.66%. Among people over 50, 66.67% did not see it. Among them, 58.72% of the users were satisfied with the agricultural products they purchased. It can be seen that young people pay more attention to e-commerce live broadcast of agricultural products than other age groups. In the future, there is a huge space for the development of agricultural products in the e-commerce industry.

E-commerce live broadcast of agricultural products mainly includes platforms such as fast hand, Taobao and pinduoduo. However, compared with Taobao live broadcast and fast hand, pinduoduo live broadcast has not formed a normal situation. Last year, the live broadcast focused on the epidemic period. Among them, as a short video platform, Kuaishou also has more abundant content ecology such as agricultural materials, agricultural technology and agricultural policies, which also provides more choices for agricultural industry upgrading, such as promoting local tourism resources with the help of express traffic, or promoting the development of agricultural socialized services and content realization.

At the same time, e-commerce live broadcast of agricultural products has also led to the modernization of rural public services. The lack of public resources allocation and low level in rural areas has always been a big shackle of urban-rural dual system structure. While the live broadcast of agricultural products e-commerce not only brings new income generating ways for farmers, but also brings Internet knowledge, modern business philosophy and service mode into rural areas, and penetrates into all aspects of rural grassroots governance, rural government operation, etc.

In the overall evaluation of the consumers on the direct broadcast of agricultural assistance during the epidemic period, 61.18% of the audience thought that the effect of the live broadcast of agricultural assistance during the epidemic period was good, and 26.18% of the audience thought that the effect of the live broadcast of agricultural assistance during the epidemic period was excellent, and no audience thought that the effect of the live broadcast of agricultural assistance during the epidemic period was bad. In the survey of attitude evaluation on purchased agricultural products, 58.72% of the respondents were satisfied with the purchased agricultural products, 2.98% said they were very satisfied, 14.47% of the respondents commented generally, and only 4 people expressed dissatisfaction with the purchased agricultural products.

What is worth affirming is that from the consumer side, live e-commerce breaks through the bottleneck of logistics and information flow, quickly aggregates consumer demand, guides the effective operation of farming and processing at the production end of agricultural products, and then promotes the scale, standardization and brand operation of agricultural products e-commerce industrial belt.

Feedback concentration of anchor problem

With the in-depth development of agricultural products live e-commerce poverty alleviation, more and more farmers begin to establish the Internet concept, realize the importance of e-commerce for agricultural products sales, so as to combine modern industry and traditional agriculture.

According to the "report on the development of China's online performance (Live) industry in 2020" released by the network performance (Live) branch of China's performance industry association, in 2020, the number of anchor accounts of China's online performance (Live) industry will exceed 130 million, of which the daily average number of new anchors will be 43000. At present, network anchor has gradually become a new professional form. Among them, there are three main types of anchors of agricultural products e-commerce live broadcast: new farmers anchor, star talent anchor and government official anchor.

And the new farmer anchor has become the main force of e-commerce live broadcast of agricultural products. The vast rural areas are closely connected by the dense network of human relations, which has the distinctive characteristics of "acquaintance society". This also makes it possible for successful entrepreneurial examples in rural areas to imitate and popularize.

As early as 2018, 1.15 million users who sold goods through the app platform came from poor counties, with annual sales of 19.3 billion yuan. As of November 2020, the project has explored and supported more than 100 rural entrepreneurs across the country, cultivated 57 rural enterprises and cooperatives, provided more than 1200 local employment posts, and increased the income of more than 10000 poor households. The total annual output value of the industry where the leader is located is more than 50 million yuan, and the influence of industrial development covers nearly 10 million people.

But at the same time, 63.82% of consumers reflected the problem of "uneven quality of anchor", and the response rate and popularity rate were the highest. Consumers have a high overall evaluation on the e-commerce live broadcast of agricultural products, with the highest average score of 2.96 points for products, 2.91 points for both content and platform, and the lowest average score of 2.78 points for anchors. It can be seen that the negative impact of the anchor on the e-commerce live broadcast of agricultural products is significantly higher than other factors.

To this end, many departments have issued documents to standardize. On May 25, seven departments including the state Internet Information Office, the Ministry of public security, the Ministry of Commerce, the Ministry of culture and tourism, the State Administration of Taxation, the State Administration of market supervision and administration, and the State Administration of radio and television jointly issued the "measures for the administration of Online live marketing (Trial)". The live broadcast of agricultural products will gradually bid farewell to the wild growth and enter into an orderly development.

The first kilometer

In addition, the problem of logistics service and the imperfection of logistics service facilities for live broadcast of agricultural products by e-commerce are also the problems reflected by consumers in the survey. The response rate and popularization rate are 19.80% and 46.76% respectively.

In Niu Donglai's view, "at present, the domestic circulation of agricultural products is far behind that of developed countries." First, the circulation of agricultural products is relatively backward; Second, it is difficult to sell and buy; Third, the income growth of farmers, especially farmers, is not fast, mainly because the price of agricultural products can not be done. This has formed a certain contradiction with the issue of benefiting farmers.

On February 21 this year, the No.1 document of the CPC Central Committee and the State Council on comprehensively promoting rural revitalization and accelerating agricultural and rural modernization put forward many measures for rural economic revitalization, including the development of Internet of things and cold chain.

In order to solve the problem of "the first one kilometer" of agricultural products going out of villages and cities, it is an important support to build a modern circulation system to make up for the outstanding short board of agricultural product supply chain and agricultural industry chain. The Ministry of agriculture and rural areas will expand the construction of cold chain logistics facilities for storage and preservation of agricultural products. By the end of December this year, it will support more than 9000 new agricultural business entities and build or rebuild 14000 cold chain logistics facilities for storage and preservation in agricultural production areas, with a scale of more than 6 million tons.

At the same time, under the huge market dividend, express has become an accelerator for agricultural products to go up and industrial products to the countryside. At present, rookie will unite with several express enterprises to carry out digital transformation of county-level express distribution center, introduce intelligent sorting equipment, unify site, unified management, unified service standard and unified operating system, so as to speed up and increase efficiency for county-level distribution center. Shentong, Zhongtong, Yunda, Yuantong and Jitu express have all sunk into the county market.

But it is undeniable that China's rural logistics system has not really been established. Some regions have the problem of insufficient investment in cold chain logistics, while others have the phenomenon of idle and waste of cold chain logistics resources, and the utilization rate of some places is even less than 60%. We should pay attention to the phenomenon of multiple investment, repeated construction and convergence investment.

"In the future, it is still necessary to increase the investment and promotion of cold chain. At the same time, we also need to improve the quality of agricultural products, including safety, value standardization and standardization. For example, we should strengthen the brand construction of agricultural products by means of geographic classification and origin stratification Niu Donglai pointed out that "only when the government, enterprises, platforms, producers and other aspects cooperate, can we really promote the development of e-commerce for agricultural products."