"蜜都"饶河：助农直播搭"云桥" 让边城农货"飞"进城 中新网双鸭山11月19日电 题："蜜都"饶河：助农直播搭"云桥" 让边城农货"飞"进城 作者 孔令双 王佩东 "三农"主播孙道林(右二)在镜头前介绍村民带来的特色农林产品。 饶河县融媒体中心供图 近年来，饶河县依托得天独厚的优质农林产品资源，把培养"三农"主播当成重点事来抓，并推出培训指 导、物流对接、包装设计等"一站式"服务，精准破解直播带货中的各类痛点难题。同时，饶河县积极搭 建发展平台，举办首届优质农林产品电商产业供应链洽谈对接会，并组织本地特色农林产品亮相哈洽 会、兴农大集等各类活动，推动线上线下深度融合，让饶河农林产品的知名度持续提升、销路越来越 广。此外，县里还出台多项扶持政策，鼓励更多年轻人返乡创业，加入助农直播队伍，让电商产业在乡 村深深扎根、蓬勃生长，为边疆乡村振兴注入强劲动能。 据饶河县电子商务发展中心副主任高扬介绍，目前，饶河县已有各类自媒体达人100余名，年直播带货 销售额突破12亿元，有效带动了特色农产品销售和农户增收。 "下一步，我们将持续加强电商人才的培养，完善物流配送体系，打造更多区域公共品牌，让直播助农 成为我县乡村振兴 ...

Core Insights - The article highlights the establishment of a "one-stop" live streaming base in Pujizhen, Jiaozhou City, aimed at addressing the challenges of rural product sales and market access, leveraging party leadership to enhance agricultural income and community wealth [1] Group 1: Product Selection and Quality Control - Pujizhen focuses on selecting high-quality local products by emphasizing regional characteristics and brand differentiation, with significant cultivation areas for wheat (over 82,000 acres) and corn (over 83,000 acres) [2] - A multi-tiered selection and review mechanism is established, involving local leaders and quality inspection teams to ensure product quality through a three-level control system [3] Group 2: Operational Empowerment and Resource Integration - The town creates a comprehensive live streaming hub to overcome fragmented rural e-commerce efforts, enhancing operational capabilities and resource integration [4] - Training programs are implemented for local leaders and aspiring e-commerce participants, fostering a new talent pool in rural e-commerce [4] Group 3: Sales and Distribution Mechanisms - Long-term agreements with farmers ensure above-market prices for staple crops, while local products are integrated into live streaming sales with government backing to build consumer trust [5] - A shared live streaming space is established to support local cooperatives and entrepreneurs, providing free resources and training to enhance product promotion [6] Group 4: Economic Empowerment and Community Development - The live streaming initiative aims to increase farmers' incomes and transform them into modern e-commerce practitioners, with significant sales figures reported for wheat and seasonal fruits [7] - A profit-sharing mechanism is introduced to ensure community benefits from the live streaming revenues, supporting local public welfare projects and incentivizing village leaders [8]

Core Viewpoint - The "Qingyun China" live-streaming agricultural assistance initiative in Suizhou, Hubei Province, has significantly boosted agricultural product sales, achieving a total of 1.16 million yuan in sales and over 5 million views on promotional short videos [1][2]. Group 1: Sales and Economic Impact - The initiative has led to the sale of local specialty products such as Suizhou flower mushrooms and fragrant rice, with total e-commerce platform live sales exceeding 13 million yuan, contributing to rural revitalization [2][3]. - The live-streaming events have transformed the sales landscape for local agricultural products, with the highest single live-stream sales reaching over 100,000 yuan [3]. Group 2: Talent Development and Training - The Suizhou Youth League has established a network to support young entrepreneurs, facilitating training and resource sharing among over 100 youth e-commerce live-streaming teams and nearly 3,000 individuals [2][4]. - A tailored training program has been implemented to enhance the skills of young e-commerce entrepreneurs, resulting in the successful cultivation of over 100 professional trainees in live-streaming e-commerce [4][5]. Group 3: Resource and Infrastructure Support - The initiative has created a "Suizhou Good Products" database to connect local high-quality agricultural products with e-commerce youth, ensuring a steady supply of quality resources [6]. - A youth talent station has been established to address housing challenges for young e-commerce creators, allowing them to utilize shared resources for their live-streaming ventures [7][8]. Group 4: Community Engagement and Innovation - The involvement of local university students in live-streaming events has injected youthful energy into the promotion of Suizhou's agricultural products, enhancing brand visibility and community engagement [8]. - The initiative emphasizes the importance of youth in urban development and positions live-streaming e-commerce as a key driver of the digital economy [8].

Core Viewpoint - The article highlights the innovative use of live streaming by university students to promote local culture and agricultural products, enhancing rural revitalization efforts through digital engagement and education [1][2][6]. Group 1: Live Streaming Initiatives - University students are leveraging live streaming to showcase traditional Chinese medicine practices and local specialties, effectively engaging audiences and promoting cultural heritage [1][6]. - The "Three Going to the Countryside" social practice teams from various universities are integrating live streaming into their community service projects, focusing on rural e-commerce and tourism [2][3]. Group 2: Impact on Local Economy - The live streaming efforts have successfully increased the visibility of local products, such as the wind-dried pepper chicken from Nanyang, leading to expanded sales channels for farmers [2]. - In Hunan, live streaming has significantly boosted local tourism, with one event resulting in over 200 tickets being claimed for a scenic area, demonstrating a direct impact on visitor numbers [3][4]. Group 3: Educational Contributions - Students are not only promoting products but also providing training for local merchants on effective live streaming techniques, addressing gaps in their digital marketing skills [2]. - The practice teams are creating promotional materials, such as hand-drawn maps and scripts, to leave behind for local communities, ensuring sustainable knowledge transfer [5]. Group 4: Cultural Engagement - The live streaming sessions have fostered a deeper appreciation for local cultural practices, such as traditional medicine, with interactive elements that engage viewers and highlight the craftsmanship involved [6][7]. - The average viewership for the non-heritage themed live streams has been stable at around 1,000 participants, indicating a growing interest in local culture beyond geographical boundaries [7].

Core Viewpoint - The rise of live-streaming to assist farmers has been marred by fraudulent practices, undermining genuine support efforts and harming farmers' interests [1][2] Group 1: Issues in Live-Streaming for Agriculture - Some live-streamers create false personas and narratives to mislead consumers, turning assistance into a marketing scam [1] - High-priced sales of ordinary agricultural products by influencers result in minimal profits for farmers, creating a black market that damages trust [1] Group 2: Recommendations for Sustainable Live-Streaming Mechanism - Establish a grading and quality control system for agricultural products to ensure fair pricing and incentivize farmers to improve quality [2] - Create stable supply relationships with farmers to ensure consistent income and encourage participation in live-streaming initiatives [2] - Collaboration among government, platforms, streamers, and farmers is essential for developing a sustainable live-streaming model [2]

Group 1 - The core viewpoint of the articles highlights the efforts of local individuals in Wuning County, Jiangxi Province, to promote agricultural products through internet marketing and live streaming, contributing to rural revitalization [1][2] - Li Ping, the president of the Wuning New Alliance Network, returned to his hometown in 2022 and established a live streaming team to promote local specialties, achieving over 20,000 yuan in monthly online sales for handmade sweet potato noodles [1] - Zhang Zujin, another local entrepreneur, started his agricultural company in 2024 and has generated nearly 3 million yuan in sales over the past year through live streaming, while also providing e-commerce training for local farmers [2] Group 2 - The Wuning County United Front Work Department has been actively supporting new local leaders to leverage short videos and live streaming for agricultural product sales and cultural tourism, enhancing rural development [2] - The establishment of a practical base for rural live streaming and an agricultural product trading center is planned to cultivate more e-commerce leaders in the region [2]

Core Viewpoint - The "6·6 Give 'Lychee' Festival" in Guangdong aims to promote the global consumption of Guangdong lychees through innovative marketing strategies and collaboration among various stakeholders in the agricultural sector [12][40][49]. Group 1: Event Overview - The "6·6 Give 'Lychee' Festival" was held in Guangzhou, inviting global audiences to enjoy Guangdong lychees [12][3]. - The event utilized new media and marketing concepts to mobilize both online and offline resources, engaging farmers, distributors, and influencers [4][5][40]. - The festival featured a variety of activities, including live streaming and product recommendations from influencers, showcasing lychee products from major production areas [20][21][36]. Group 2: Marketing Strategies - The event introduced new marketing models, such as lychee-flavored beverages and snacks, to attract younger consumers [77][78]. - A unique "I have a lychee tree in Guangdong" campaign was launched, allowing global consumers to virtually adopt lychee trees and engage with the production process [79][80]. - Collaborations with major e-commerce and logistics platforms like Meituan, JD.com, and SF Express were established to enhance distribution efficiency and reach [91][92][94]. Group 3: Economic Impact - Guangdong's lychee industry supports approximately 1.8 million workers and contributes significantly to the local economy, with stable planting areas of around 4 million acres [50][49]. - The festival aims to boost farmers' incomes and enhance the vitality of rural areas through increased sales and marketing efforts [6][7][88]. - The event's success is reflected in a significant increase in sales, with JD.com reporting over 560% growth in transaction volume for Guangdong lychees [95]. Group 4: Cultural Significance - Guangdong lychee is not only a product but also a cultural symbol, with historical significance and representation in various cultural activities during the festival [54][70]. - The festival included cultural performances and discussions about the heritage of lychee cultivation, reinforcing its status as a cultural icon [68][69].

Core Viewpoint - The article emphasizes that rural live-streaming for agricultural assistance should not be limited to flashy appearances but must focus on substantial efforts behind the scenes to ensure sustainable development and benefits for local farmers [1][2]. Group 1: Live-streaming and Agricultural Assistance - In Changren Village, Jiangxi Province, live-streaming has transformed from a "cold scene" to a vibrant platform for selling fresh vegetables, with the involvement of local officials and community members [1]. - The initial challenges included nervousness from the hosts and low viewer engagement, prompting local officials to take a supportive role rather than dominating the process [1][2]. - The approach taken by local officials aims to empower villagers by providing them with skills and knowledge, ensuring that the initiative can continue even if personnel changes occur [1]. Group 2: Operational Support and Sales Growth - The live-streaming initiative has led to significant sales growth, with Changren Village's agricultural sales exceeding 200,000 yuan in 2024 through a combination of online live-streaming and offline group purchases [2]. - The operational aspects of live-streaming, such as product quality control, logistics coordination, and brand promotion, are crucial for success and require dedicated efforts from the support team [2]. - The article highlights the importance of integrating both online and offline strategies to maximize the impact of agricultural live-streaming, showcasing the evolving role of technology in rural development [2].

Core Viewpoint - The article highlights the initiative of village leaders in Zhaoqing to leverage live streaming for promoting local agricultural products, specifically the Qinghong plums, to boost economic development in rural areas [1][21]. Group 1: Village Leader's Role - Village Party Secretary Zhao Niudi has embraced the role of a live streamer to promote local agricultural products, showcasing the abundant Qinghong plums in his village [3][5]. - Zhao Niudi's background as a soldier and his leadership in the village have motivated him to take the lead in this initiative, reflecting his commitment to community development [6][9]. Group 2: Agricultural Development - The plum cultivation in Shanshe Village began in 2018, with the introduction of Qinghong plums and other varieties after learning from other regions [10][11]. - Initial challenges included lack of experience and funding, but through continuous learning and the establishment of a cooperative, the village has seen economic benefits, with the cooperative generating an annual income of 12,000 yuan for the community [12][14]. Group 3: Digital Marketing Initiative - The "Thousand Villages, Thousand Societies, Thousand Broadcasters" initiative aims to enhance the digital marketing capabilities of village leaders, promoting local products through social media platforms [16][21]. - The Zhaoqing Supply and Marketing Cooperative is actively involved in organizing live streaming events to facilitate the sale of local agricultural products, particularly during the plum harvest season [18][20]. Group 4: Future Development Plans - A recent event marked the launch of a collaborative framework involving government, enterprises, and educational institutions to foster talent in rural digital economy [21][22]. - The initiative includes systematic training in AI technology, content production, and data operations to cultivate skilled personnel for rural revitalization, aiming to enhance the quality of agricultural development in Zhaoqing [23][25].