Core Viewpoint - The rise of live streaming for local specialty products is becoming a new driving force for rural revitalization, reshaping the agricultural product distribution landscape and providing farmers with direct sales opportunities while enhancing consumer access to unique regional products [1][2]. Group 1: Industry Opportunities - Live streaming allows farmers to sell their products directly to consumers, reducing intermediaries and increasing income [1]. - Consumers benefit from a wider selection of specialty products from across the country, along with insights into local culture and traditions [1]. - The live streaming model is seen as a significant contributor to rural economic development, with many farmers achieving increased income through this new sales channel [1]. Group 2: Industry Challenges - Issues such as product misrepresentation and fake organic certifications are prevalent, undermining consumer trust and the industry's healthy development [2]. - The decentralized nature of small-scale farming complicates quality control, with some farmers lacking standardization and safety certifications [2]. - The current operational model driven by traffic can lead to false marketing, and there are shortcomings in the regulatory framework and product traceability systems [2]. Group 3: Future Directions - The industry must focus on upgrading the live streaming sector by enhancing product quality through standardized production and brand development [3]. - Emphasizing a development philosophy centered on quality and integrity is crucial for transitioning from mere traffic generation to value creation [3]. - Successful implementation of these strategies will require both hard institutional constraints and soft support through technological and operational innovations [3].