Core Viewpoint - The integration of new media and e-commerce presents significant opportunities for promoting agricultural products, as demonstrated by a practical initiative from Yangzhou University’s School of Journalism and Communication [1]. Group 1: Initiative Overview - The initiative, named "放手一播" (Let It Go Live), utilizes live streaming to enhance the sales of agricultural products by creating a digital bridge to broader markets [3]. - The project is part of the 15th National College Student E-commerce "Innovation, Creativity, and Entrepreneurship" Challenge, focusing on live e-commerce practices [3]. Group 2: Research and Findings - The team conducted research in Xinjiang's Bayingolin Mongol Autonomous Prefecture, identifying that many high-quality agricultural products suffer from limited marketing channels, leading to local market confinement [3]. - Traditional products like hand-made beef are of high quality but face sales challenges due to their remote locations and single marketing methods [3]. Group 3: Live Streaming Strategy - The team employed creative live streaming techniques, combining traditional cultural elements like "xiangsheng" (a form of Chinese comedic dialogue) with product promotion, achieving a 50% viewer engagement rate [5]. - The live streams garnered over 200,000 exposures, with peak simultaneous viewers exceeding 3,000, resulting in daily sales reaching several thousand yuan [5]. Group 4: Cultural Integration and Future Plans - The initiative emphasizes infusing cultural narratives into agricultural products, aiming to enhance marketing innovation and activate rural cultural identity [6]. - Future plans include launching a "Farmer Anchor Training Camp" to cultivate local live streaming talent and improve logistics for cold chain transportation [6].