A Research On The Phenomenon Of E-commerce Direct Broadcasting Of Agricultural Products

Under the background of 5G era,e-commerce has made remarkable progress all the way.At this important moment of poverty alleviation,e-commerce poverty alleviation is listed as one of the top ten targeted poverty alleviation projects,which sounds the clarion call for e-commerce to enter the sinking market in rural areas.E-commerce live broadcast,as a vertical category of network live broadcast,has obvious commodity and consumption attributes.In just a few years of development,e-commerce live broadcast has attracted close attention from academia and industry with its amazing performance of high conversion rate and high sales.In recent years,China has continuously released relevant policies on rural e-commerce,providing support from the implementation of hardware infrastructure and broadband digital technology.The intervention and layout of capital make e-commerce live broadcasting more delicate operation.The combination of agricultural products and e-commerce live broadcasting is the result of the combined action of many factors.There are mainly four types of participants in the live broadcast of agricultural products,namely,county chief anchors,star and idol anchors,professional anchors and farmers and merchants' anchors.County chief anchors have the quality of network karisma-style,which is usually manifested as authoritative and down-to-ground.Through the live broadcast,the popularity of agricultural products can be expanded.The high topic and high heat of the stars and idols lead to the spectacle of live broadcasting,which can lead more people to pay attention to the field of live broadcasting of agricultural products and help the public welfare activities of agricultural products.Professional anchors are the stable output of the e-commerce live broadcast industry.They promote the development of agricultural products live broadcast toward specialization through professional packaging,superb technology and mature experience.Farmers' live broadcasting is characterized by unique style and natural reality.Farmers' walking into the broadcast room is the expression of actively exploring agricultural digitalization.In terms of platform selection,e-commerce platform and short video content platform are the main ones.E-commerce platform is used for live streaming and drainage,while content platform is realized by e-commerce.According to the respective advantages of the two types of platforms,agricultural products have achieved good transformation effect.According to the survey,audiences use e-commerce live broadcast within half an hour.Most of the audience have different degrees of understanding of the aid agriculture live broadcast;County head broadcast has a positive impact on the audience's purchasing behavior;Business broadcast from the audience to bring good feelings;Few audiences know that there are professional agricultural products live shopping platforms.At the same time,there are some urgent problems to be solved in the process of live broadcast of agricultural products,such as serious homogeneity of live broadcast content and lack of commodity branding.In view of these problems,the government and platforms should strictly control the quality of commodities,establish local brands and output high-quality content to better optimize the live streaming of agricultural products.