今年暑期，各地高校组织学生走进乡村开展社会实践。不少实践团队与时俱进，将"直播"纳入实践内 容。 他们运用"电商直播"新模式，帮农户"带货"特产、跻身文化主播赛道，让镜头聚焦乡村文化…… 7月的"药都"江西省樟树市，中草药香气在青砖古巷间蔓延。宜春学院的大学生们扛着直播设备穿梭其 间，将镜头聚焦在当地非遗项目中药炮制技艺上。药学专业的学生化身讲解员，为观众讲解药理知识。 "我们大学生在'三下乡'中到底能为当地做些什么？"出发之前，宜春学院"岐黄文化·青春传承"暑期"三 下乡"社会实践队一直在思考这个问题。"直播"成了团队的答案。 宜春学院"岐黄文化·青春传承"暑期"三下乡"社会实践队在非遗学堂直播。团队供图 大学生镜头激活乡村旅游路线 "这条溪水可是浏阳'本地土著'，源头在大围山深处，比矿泉水还干净！"清晨的湖南省浏阳市龙溪谷溪 水清凉，湖南师范大学旅游学院文旅志愿服务队赴浏阳、益阳社会实践团来到这里，用接地气的话语开 启乡村旅游推广直播。 镜头背后，是无声的攻坚。团队技术组扛着设备沿溪流徒步，在信号盲区架设便携Wi-Fi；文案组深夜 逐条分析弹幕高频问题，把生硬的安全提示优化成贴心提醒…… 这支队伍的组建源 ...

Core Viewpoint - The recent release of the "Implementation Plan for Promoting Agricultural Product Consumption" by ten departments, including the Ministry of Agriculture and Rural Affairs, aims to enhance agricultural product consumption through optimizing supply, innovating circulation, and activating the market, thereby unlocking diverse, high-quality, and differentiated consumption potential [1][2]. Group 1: Optimizing Supply - The plan emphasizes the improvement of green, organic, and high-quality agricultural products, as well as geographical indication products, to enhance production and raw material base levels [1]. - It aims to promote superior varieties, quality enhancement, brand building, and standardized production, which are crucial for ensuring agricultural product quality [1]. - By improving the standards of "three products and one standard," the plan seeks to achieve quality grading of agricultural products, allowing for better pricing and increased income for farmers [1]. Group 2: Innovating Circulation - The plan focuses on expanding offline consumption channels through innovative platforms like the China Farmers' Harvest Festival and various themed activities to enhance the presence of quality agricultural products in urban areas [2]. - It also aims to improve online sales effectiveness by tapping into the potential of e-commerce and live streaming, promoting the integration of agricultural products with the "Internet+" concept [2]. - The initiative includes enhancing urban and rural consumption facilities, supporting the development of modern circulation networks such as agricultural markets and cold chain distribution centers [2]. Group 3: Activating the Market - The plan proposes multiple measures to stimulate market activity, including organizing educational campaigns to promote healthy consumption and strengthening brand leadership to boost consumer confidence [2]. - It encourages the integration of agriculture with culture and tourism to expand new consumption spaces and accelerate the integration of domestic and foreign trade [2]. - The focus is on enhancing the agricultural value chain and increasing the added value of products to meet diverse consumer demands, thereby contributing to economic and social development [2].

Core Viewpoint - The article discusses the implementation of the "Internet+" initiative to enhance the sales of agricultural products from rural areas to urban markets, emphasizing the need to leverage online sales potential and improve consumer experience through e-commerce platforms [1] Group 1: Government Initiatives - Ten government departments, including the Ministry of Agriculture and Rural Affairs and the National Development and Reform Commission, have issued a plan to promote agricultural product consumption [1] - The plan aims to deepen the "Internet+" initiative for agricultural products, focusing on expanding online sales and enhancing local retail supply [1] Group 2: E-commerce Development - The initiative encourages e-commerce platforms to upgrade their services and improve user consumption experiences [1] - It promotes the development of instant retail and community e-commerce models tailored to local consumption needs [1] Group 3: Collaboration and Market Trends - The plan advocates for collaboration between quality agricultural product companies and e-commerce platforms, particularly in the textile and apparel sectors that utilize cotton, hemp, and silk [1] - It aims to align product offerings with the preferences of younger consumers, focusing on popular trends and launching new products through promotional events [1]

Core Viewpoint - The article discusses the importance of leveraging new media technology to enhance the digital transformation and image-based communication of traditional industries, particularly in the context of rural revitalization strategies in China [1]. Group 1: Company Insights - Fuzhou Shiyi Media Co., Ltd. has established a unique office environment by replicating an "ancient building" in Minhou County, showcasing professional live streaming equipment and a structured operational approach [3]. - The company emphasizes a selection logic for products that must have stories and quality, ensuring that local goods like Xiuqiu mushrooms and handmade noodles undergo rigorous quality checks before being featured in live streams [3]. - The live streaming strategy includes integrating farmer stories into the presentation and utilizing interactive designs to enhance consumer engagement, aiming to connect rural producers with broader markets [3]. Group 2: Industry Developments - Minhou County Supply and Marketing Cooperative has achieved over 700,000 yuan in sales since focusing on e-commerce for agricultural assistance, with a peak of 1,300 viewers in a single live stream [4]. - The cooperative faces challenges such as high logistics costs and a lack of professional media talent for content enhancement, which limits their market reach beyond local areas [4]. - The cooperative's core goal is to serve farmers, with live streaming revenue being a small part of their overall business strategy, highlighting the need for a comprehensive approach from production to consumption [4]. Group 3: Broader Context - The practice team’s visit aligns with national efforts to promote rural revitalization and the "Ten Thousand Projects" initiative, showcasing how Minhou County is leveraging media to connect rural agriculture with digital platforms [5]. - Fuzhou Shiyi Media is expanding its vision nationally, collaborating with regions like Ningxia to build a network for e-commerce cultural media [5]. - The initiative represents a grassroots implementation of the "Digital Commerce Promotes Agriculture" strategy, emphasizing the role of media in enhancing agricultural practices and market access [5].

Group 1 - The core event of the 2025 Fuling District 6.18 E-commerce Festival and Rural Anchor Live Streaming Competition achieved a total sales revenue exceeding 1.8 million yuan during the competition period, showcasing the effectiveness of digital consumption in promoting rural revitalization [1][7] - The final competition featured 55 new farmers, with the champion being "Village Secretary Xiao Yuan," and other notable winners including "Xiao Tan's Sunshine Diary" and "Xiao Zhang Secretary" [3] - The event highlighted the integration of local e-commerce forces with the establishment of the "Fuzhou V Power" alliance, aiming to enhance product promotion and sales connections [11] Group 2 - The concurrent "Hui Ju E-commerce Festival" and "Automobile Exhibition Season" effectively stimulated regional consumption through online and offline interactions, including the distribution of consumption vouchers [13] - The e-commerce festival represents a practical exploration of "Digital Commerce Promoting Agriculture," with government, enterprises, and platforms collaborating to build a sustainable digital business ecosystem [14] - The event concluded with a collective declaration by new members of the e-commerce association, emphasizing the commitment to advancing the association's development [15]

Group 1 - The core viewpoint of the article emphasizes the role of digital technology in promoting rural revitalization and the integration of urban and rural development in Guangxi, China [1] - The digital rural construction in Fuchuan County has led to the emergence of a "digital economy" that significantly boosts local cultural and agricultural products, with e-commerce transactions exceeding 10 billion yuan annually since 2020, totaling 56.69 billion yuan [7][9] - The "village broadcasting" model has transformed traditional agricultural practices, allowing local farmers to showcase their products and culture through live streaming, thus enhancing their market reach [7][9] Group 2 - Fuchuan County is recognized as a national pilot for digital rural initiatives, with significant growth in e-commerce and the number of online sales platforms, contributing to a 16.9% increase in rural online retail sales [9] - The introduction of smart agricultural practices, such as IoT systems in modern vegetable production bases, has improved crop quality and yield by 40% to 50%, ensuring stable supply regardless of weather conditions [10][12] - The collaboration between enterprises, cooperatives, and farmers has created new employment opportunities and income sources, benefiting over 15,000 local farmers and generating 2.3 million yuan in income [14][15]

Core Viewpoint - The article highlights the booming lychee season in Gaozhou, Guangdong, emphasizing the significant role of e-commerce platforms like Pinduoduo in enhancing the sales and distribution of high-quality lychees, thereby benefiting local farmers and the agricultural economy [1][11][14]. Group 1: Lychee Production and Market Dynamics - Gaozhou is recognized as a major lychee production area, with an expected output of over 280,000 tons this year, accounting for one-tenth of the global supply [1]. - The lychee supply period spans four months, with various ripening varieties available, which helps maintain a steady market supply [1][4]. - The sales peak for lychees is anticipated between May 13 and 27, coinciding with the entry of Hainan lychees into the market [4]. Group 2: E-commerce Support and Initiatives - Pinduoduo has launched a "100 Billion Support" initiative aimed at enhancing the agricultural e-commerce ecosystem, with a focus on quality agricultural products [2][3]. - The platform's Q1 financial report indicates a significant increase in marketing expenses, reflecting its commitment to supporting supply and demand in the agricultural sector [2]. - Pinduoduo's strategies include traffic allocation, logistics subsidies, and cost reduction measures to promote high-quality lychee varieties across the country [2][7]. Group 3: Impact on Farmers and Local Economy - E-commerce channels accounted for over 30% of Gaozhou's lychee sales last year, generating sales exceeding 1 billion yuan and directly increasing farmers' income by approximately 200 million yuan [11]. - The influx of young entrepreneurs returning to their hometowns has strengthened local e-commerce, enhancing brand building and quality control for Gaozhou lychees [11]. - The article emphasizes the importance of quality control and efficient logistics in expanding the sales radius of high-quality lychees beyond local markets [11][13]. Group 4: Quality Control and Pricing Strategies - Pinduoduo is focused on improving product quality and stabilizing prices, implementing strict quality standards for lychee sales [13]. - The platform's initiatives aim to prevent price drops due to increased production, ensuring fair pricing for farmers [13]. - The integration of digital supply chains is seen as a way to bridge the gap in agricultural product distribution, enhancing the overall agricultural economy [14].

Core Viewpoint - The Chinese government emphasizes the importance of building a strong agricultural nation as a foundation for national strength, highlighting the need for innovation and international collaboration in agriculture [1]. Group 1: Event Overview - The "2025 Digital Agriculture Innovation Training Camp" took place in Dali, Yunnan, involving 18 young agricultural entrepreneurs from eight countries, aimed at promoting digital agriculture innovation [1][2]. - The training camp is co-hosted by the Food and Agriculture Organization (FAO), Zhejiang University, and Pinduoduo, focusing on technology-driven agricultural practices and farmer behavior analysis [2]. Group 2: Pinduoduo's Role - Pinduoduo has actively contributed to building a strong agricultural nation by supporting various agricultural competitions and initiatives, including a "100 Billion Support" plan aimed at agricultural research and innovation [2][8]. - The company emphasizes the importance of integrating global agricultural entrepreneurs and technology to foster innovation and sustainable agricultural practices [4][8]. Group 3: Training Camp Activities - Participants engaged in field research to understand local farming practices, with a focus on sustainable and high-value agricultural methods [3][4]. - The training camp showcased innovative agricultural technologies, such as a nutrient management platform that can reduce nitrogen and phosphorus runoff into the Erhai Lake by over 30% [4][6]. Group 4: Impact and Future Initiatives - The training camp is part of a broader initiative that has seen the establishment of over 1,800 technology-driven agricultural training centers across China, extending its influence to countries like Tanzania and Brazil [6][8]. - The "Global Agricultural Innovators Competition" has identified and nurtured 600 youth agricultural projects since its inception, aiming to enhance global agricultural technology applications [8].

Core Insights - The "Digital Commerce Promotes Agriculture" initiative is being implemented in Wuzhou, Guangxi, highlighting the city's industrial heritage and its role as a hub for various well-known brands [1][3] - Wuzhou's artificial gemstone industry is a significant contributor to the global market, with an annual production accounting for 80% of China's and 70% of the world's output [1] Group 1: E-commerce Development - Wuzhou has seen a deep integration of traditional industries with e-commerce, utilizing platforms like Douyin and Taobao to showcase local products such as Liu Bao tea and artificial gemstones [3] - The city has achieved over 100 million yuan in online sales of agricultural products this year, indicating a strong growth in e-commerce [4] Group 2: Cross-border E-commerce Initiatives - Wuzhou has been approved as a comprehensive pilot zone for cross-border e-commerce, establishing key facilities like bonded warehouses and a live-streaming base to enhance its e-commerce ecosystem [4] - The city has recognized 13 enterprises as "vegetable basket" production bases in the Guangdong-Hong Kong-Macao Greater Bay Area, enhancing its agricultural supply chain [4] Group 3: Agricultural Processing and Value Addition - In 2024, Wuzhou's agricultural processing output value is expected to exceed 20.9 billion yuan, with a processing conversion rate of 73.28%, showcasing the effectiveness of its agricultural development strategy [4] - The establishment of seven agricultural processing clusters has significantly contributed to the development of the agricultural industry chain in Wuzhou [4]

Core Viewpoint - The establishment of the "Digital Business and Agricultural Technology Institute" in Yunnan aims to bridge the gap between agricultural technology and market needs, fostering a new generation of agricultural talent who can integrate research with practical applications [1][4][10]. Group 1: Background and Development - The first agricultural technology institute was established in 2009, and since then, over 1,800 such institutes have been created across the country, focusing on practical agricultural research and community engagement [12]. - The new institute emphasizes the importance of digital commerce and the cultivation of "new farmers," addressing the disconnect between agricultural technology and market application [1][4]. Group 2: Student Experiences and Initiatives - Student Yang Jing, a master's graduate, chose to return to her hometown to start a business after realizing the potential of local agricultural products but facing market limitations [2][4]. - The institute provides training in e-commerce and marketing, helping students understand the importance of connecting agricultural production with consumer needs [4][5]. Group 3: Educational and Collaborative Approaches - The institute aims to create a closed-loop training system that combines scientific research, sales, and field promotion, ensuring students are well-rounded in both agricultural practices and business acumen [4][6]. - Collaboration between universities, government, and e-commerce platforms is crucial for developing a comprehensive agricultural talent pool that can address both production and sales challenges [6][10]. Group 4: Future Directions and Market Integration - Experts emphasize the need for agricultural education to adapt to market demands, integrating technology and consumer insights into the curriculum [12]. - The involvement of younger generations in agriculture, particularly those with a fresh perspective on the industry, is seen as vital for the modernization and branding of agricultural products [8][10].