Core Insights - The rise of farmers live-streaming to sell grain is becoming a new agricultural activity, effectively connecting supply and demand while adding deeper value to grain transactions, transforming them into meaningful interactions rather than mere numerical exchanges [1][5] Group 1: Trust and Quality Assurance - Consumers are primarily concerned about the quality assurance of grain sold through live-streaming, highlighting the need for a reliable quality assurance system that combines farmer credibility with technology, platform certification, and government oversight [1][4] - Transparency is crucial for building consumer trust, with farmers showcasing the entire grain production process through live-streaming, which helps consumers verify the authenticity and quality of the products [3][4] Group 2: Building Personal Brands - Farmers are essentially creating personal brands by establishing trustworthy personas, leveraging their genuine experiences and knowledge to connect with consumers, which differentiates them from professional streamers [2][4] - Continuous engagement with consumers is vital for maintaining trust, with proactive communication and sharing of agricultural insights even during off-seasons to foster emotional connections [4] Group 3: Technological Integration - The implementation of blockchain technology for quality traceability is recommended, allowing consumers to verify the history of the grain they purchase, thus enhancing trust [4] - Live-streaming platforms should enforce strict account verification and develop a robust credit evaluation system to ensure the credibility of farmers [4]

Core Viewpoint - The rise of farmers live-streaming to sell grain is creating new sales channels, but there are concerns about the quality assurance of the products being sold, necessitating a reliable quality assurance system that combines technology, platform certification, and government oversight [1][4]. Group 1: Trust and Quality Assurance - Farmers live-streaming is fundamentally about building a personal brand and establishing trust through authenticity and expertise in agriculture [2][5]. - Transparency is crucial for consumer trust, with farmers showcasing the entire production process to alleviate concerns about product origins and quality [3][4]. - Continuous engagement with consumers is essential for building trust, as sporadic live-streaming can disrupt emotional connections [4]. Group 2: Technological Integration and Regulatory Support - Implementing blockchain technology for quality traceability can enhance consumer confidence by allowing them to verify the history of the grain [4]. - Live-streaming platforms should enforce strict account verification and develop a credit evaluation system to ensure the credibility of farmers [4]. - Government regulation is necessary to standardize the certification of green, organic, and geographical indication products, further supporting consumer trust [4].