规范农产品直播带货，专家：从“流量经济”迈向“信用经济”

Core Viewpoint - The recent Central Document No. 1 emphasizes the need to "regulate agricultural product live streaming sales," signaling a shift towards a more structured and sustainable development in the agricultural e-commerce sector after a period of rapid, unregulated growth [2][4]. Group 1: Development of Agricultural Live Streaming - Agricultural live streaming has rapidly evolved, allowing for "direct delivery from the production site," which eliminates intermediaries and enables farmers to connect directly with national markets [3]. - This model retains profits within rural areas, providing new income pathways for farmers and creating a positive cycle where successful products can uplift entire regional industries [3]. Group 2: Challenges and Risks - The industry has faced numerous challenges, including instances of false advertising and low-quality products, which have raised concerns about consumer trust and the long-term viability of agricultural brands [4][5]. - The reliance on low prices to attract customers has led to cost-cutting measures that may harm product quality and agricultural standards, risking the integrity of entire agricultural ecosystems [4][5]. Group 3: Regulatory Recommendations - The Central Document No. 1 aims to adapt e-commerce to the unique characteristics of agriculture, advocating for clear product grading and display standards to address the challenges of non-standard agricultural products [6][7]. - Establishing a traceability and credit system centered around production areas is crucial, with recommendations for a unified digital traceability platform to enhance transparency and consumer trust [7][8]. Group 4: Platform and Influencer Responsibilities - Strengthening platform responsibilities is essential, including adjusting recommendation algorithms to favor high-quality, reputable live streams over those focused solely on low prices [8]. - Platforms should also leverage consumer data to guide production decisions, helping farmers align their offerings with market demands while encouraging local farmers and cooperatives to engage in live streaming [8].