农产品直播，“上新”更要上心

Core Viewpoint - The article highlights the challenges and opportunities in the live-streaming e-commerce sector for agricultural products, emphasizing the need for regulatory measures and industry standards to protect consumer rights and enhance product quality [1][2]. Group 1: Industry Challenges - Consumers have reported issues with products purchased through live-streaming, including discrepancies between product descriptions and actual items received, lack of essential labeling, and damage during transportation [1]. - The current state of the industry is characterized by disorder, necessitating a shift away from "wild growth" towards a more regulated market environment [1]. Group 2: Regulatory Measures - The National Market Supervision Administration plans to establish regulatory guidelines for live-streaming e-commerce, focusing on long-term mechanisms to standardize trading behaviors and enhance product quality [1]. - Measures such as special inspections and strict penalties for false advertising are intended to maintain fair competition and improve the quality of online products, including local specialties [1]. Group 3: Industry Development Strategies - There is a push for the integration of traditional agricultural bases with live-streaming e-commerce and digital technology to create a smart e-commerce industry chain [2]. - Suggestions include extending the agricultural product supply chain and enhancing product value through better production systems and regional branding [2]. Group 4: Talent Development - The live-streaming sector requires more trained hosts who understand agricultural products, marketing, and regulations, with ongoing training initiatives being implemented to cultivate a skilled workforce [2]. - The government's focus on enhancing the "local specialty" narrative aims to empower the live-streaming e-commerce industry, thereby broadening income channels for farmers and supporting rural revitalization [2].