再提“规范农产品直播带货”！2026中央一号文件出炉

Core Viewpoint - The 2026 Central Document emphasizes the need to "regulate agricultural product live streaming sales" as part of a broader initiative to promote high-quality development in rural e-commerce [4][17]. Group 1: Policy Evolution - The recent document marks a clear evolution in policy regarding agricultural product live streaming, transitioning from initial encouragement to a focus on regulation and infrastructure development [8][9]. - In 2022, the Central Document first included "live streaming sales," establishing a framework for "regulated and healthy development" [10][11]. - The 2023 document called for the establishment of agricultural product live streaming bases, while the 2024 document aimed to promote county-level e-commerce live streaming bases [14][15]. Group 2: Regulatory Focus - The emphasis on "regulation" in the 2026 document reflects the necessity for industry standards due to issues like product quality inconsistency and misleading advertising that have emerged from rapid market growth [20][21]. - The document indicates a shift towards clearer rules and quality control for live streaming sales, aiming to protect consumer rights and enhance the reputation of rural products [21][22]. Group 3: Systematic Support - The inclusion of live streaming sales in the "high-quality development project for rural e-commerce" signifies a systemic approach, integrating it with infrastructure improvements like cold storage and processing facilities [23][25]. - Future policy resources are expected to focus on both ends of the agricultural supply chain, addressing existing gaps [29][30]. Group 4: Impact on Rural Industry - The regulatory requirements are anticipated to drive upgrades in production standards, pushing agriculture towards a focus on quality rather than quantity, thereby fostering the development of premium agricultural brands [36][38]. - The policy provides direction for various stakeholders, encouraging farmers and cooperatives to prioritize product quality and integrity, while urging e-commerce platforms to deepen their involvement in county economies [39][41]. - Infrastructure improvements are expected to reduce product loss rates and enhance value, effectively converting online traffic into tangible income for the agricultural sector and farmers [45][46]. Group 5: Transition in Live Streaming Sales - With the implementation of the 2026 Central Document, agricultural product live streaming is poised to transition from a phase of "traffic frenzy" to one of "quality cultivation" [47].