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 ...

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].