主播@小瑜家鲜果 将在1月30日走进连云港，围绕海产年货进行溯源直播。龙虾尾、大虾、带鱼段等年货高 频品类，将从产地加工、冷链运输到成品标准，在直播间逐一呈现。通过实地探访，小瑜将把海鲜年货背 后的产地条件、分拣流程和品质要点讲清楚，让用户在年货选购时更有底气。 另一位生鲜主播@榴莲大叔（胖吨吨），也将在1月29日走进花香蓝莓种植园，开启蓝莓溯源直播。直播 中，他将结合实地画面，讲解高海拔环境、土壤结构、水源条件等因素如何影响蓝莓的口感与品质。对很 多用户而言，蓝莓早已不只是水果，更是年货季中走亲访友、家庭囤货的热门选择，而溯源内容也让这种 选择变得更直观、更可信。 年味正在被重新"搬回"源产地。这个年货节，快手电商围绕"好年货 真省钱"的主题，鼓励平台主播走进特 色年货产业带，用溯源直播的方式，把产地、工艺与真实场景带进直播间，让用户看见年货从哪里来、为 什么好。 溯源，正在成为年货节内容的重要组成部分。相比单一的带货讲解，源产地直播不仅丰富了直播内容形 态，也更契合年货消费对"安心、真实、讲究"的需求。年货节期间，快手电商将通过流量扶持、资源支持 等方式，鼓励更多主播前往产业带溯源，做有内容、有故事的年货 ...

Core Insights - A notable trend is emerging in the retail industry where many elderly individuals are abandoning mainstream e-commerce platforms in favor of private domain live streaming pickup points [1] - This shift highlights a gap in the market that private domain live streaming is effectively addressing by catering to the specific needs of older consumers [3][4] Group 1: Market Dynamics - Mainstream e-commerce platforms primarily cater to younger users, neglecting the experience of elderly consumers, which includes small font sizes and fast-paced live streaming [3] - The pricing of products on e-commerce platforms often does not appeal to elderly consumers, as many necessary items are priced higher than in offline channels [3] Group 2: Private Domain Live Streaming Advantages - Private domain live streaming has successfully reduced prices for commonly used products among the elderly by shortening the supply chain, making items like diester oil more affordable [3] - The service aspect of private domain live streaming has been enhanced with age-appropriate modifications, such as larger fonts and simplified return processes, improving the shopping experience for elderly consumers [4] Group 3: Product Offering and Sales Strategy - Platforms that sell both fresh produce and general merchandise tend to outperform those that only sell general merchandise, as the high-frequency consumption of fresh goods drives sales of other products [4] - The introduction of fresh products has significantly reduced customer flow costs and increased satisfaction at stores like Laojia Nongpu [4] Group 4: Operational Challenges and Solutions - Implementing a "fresh + general merchandise" model in private domain live streaming requires robust IT systems to manage complex pickup processes efficiently [6] - Effective supply chain management and execution are critical for the success of this model, as highlighted by the operational needs of private domain live streaming platforms [6] Group 5: Future Outlook - There is confidence in the future of private domain live streaming to further meet the needs of elderly consumers, with plans to expand into more lifestyle service areas such as travel and home services [6] - The model is also expected to attract younger consumers, suggesting a potential for a "silver-haired driving youth" development path [6]

Core Viewpoint - The article highlights the significant growth of the Qingyuan chicken industry, which has achieved an annual output value exceeding 10 billion yuan, driven by e-commerce, brand development, and live-streaming sales strategies [8][12][10]. Group 1: Industry Growth and E-commerce Impact - The Qingyuan chicken industry is recognized as one of the five major billion-yuan modern agricultural industries in Qingyuan, with a comprehensive output value surpassing 10 billion yuan [8][12]. - E-commerce sales of Qingyuan chicken (fresh/prepared) are projected to exceed 10 million units and generate over 1.3 billion yuan in revenue in 2024, maintaining the top position nationally [14][12]. - The transformation of the Qingyuan chicken industry is attributed to the integration of digitalization, strategic shifts by companies, and innovative government policies [15][10]. Group 2: Company Initiatives and Product Development - Liu Qiuyan, founder of the company "Chicken Mama," initiated a business to make Qingyuan chicken accessible to a broader audience through e-commerce and live-streaming [21][23]. - The company has developed various prepared chicken products, achieving sales exceeding 10 million yuan for several items, establishing itself as a model enterprise in the prepared food sector [33][32]. - The collaboration with major e-commerce platforms like Taobao and Tmall has significantly expanded the market reach of Qingyuan chicken [37][38]. Group 3: Marketing Strategies and Consumer Engagement - The use of live-streaming and short videos has effectively increased consumer awareness and sales of Qingyuan chicken products, with notable sales events generating substantial revenue [30][31]. - The "traceability live-streaming" model has been adopted to enhance consumer trust by showcasing the production process and quality control of Qingyuan chicken [56][58]. - The partnership with high-profile brands and influencers has led to successful promotional campaigns, with some live-streaming events achieving sales of over 3 million yuan [68][69]. Group 4: Future Prospects and Industry Significance - The Qingyuan chicken industry is positioned as a key player in rural revitalization efforts, contributing to local economic development and agricultural modernization [78][80]. - The combination of entrepreneurial spirit, government support, and farmer innovation is crucial for the continued growth and market penetration of Qingyuan chicken [78][80]. - The industry aims to leverage digital tools to enhance brand identity and market potential, paving the way for broader national recognition [79][80].