宁夏特色农产品电商直播状况的调研及对策研究

Investigation and Countermeasures of E-commerce Live Broadcasting Status of Characteristic Agricultural Products in Ningxia

电商直播作为一种新的销售模式,已成为电商带货领域新的改革点,截至2020年,电商直播主要经历了初探期、加速器和爆发期三个过程,电商直播带货利用快手、抖音等短视频平台,吸引流量,通过发展商业化平台自建销售模式。2020年初,新冠疫情的影响导致全国直播行业指数式增长。数据显示,排在首位的是直播+购物,其次是直播+演唱会、直播+教育、直播+特色农产品;直播+农产品逐渐成为以销售特色农产品为主的一种新型销售模式:主播/地方领导+直播+特色农产品,展现当地农产品特色,解决农产品滞销问题。宁夏地处中国西北,地理位置得天独厚,被称为枸杞之乡、甘草之乡、滩羊之乡、马铃薯之乡、硒砂瓜之乡,其中枸杞是世界最早的枸杞发源地,滩羊曾被两次纳入国宴,宁夏的特色农产品在国内享有极高的声誉。

E-commerce live broadcasting as a new sales model in the Internet,has become a new reform point in the fi eld of E-commerce selling goods.By 2020,E-commerce live broadcasting has mainly experienced three processes of the preliminary period,accelerator and outbreak period.E-commerce live broadcasting attracts traffi c by using short video platform such as Kwai and Tic-Tok,gradually develops commercial platform self-built sales model.At the beginning of 2020,the impact of the epidemic led to exponential growth of the national live broadcasting industry.Data showed that live broadcasting+shopping topped the list,followed by live broadcasting+concert,live broadcasting+education and live broadcasting+featured agricultural products.Live broadcasting+agricultural products gradually becoming a new sales mode:anchor or local leaders+live broadcasting+featured agricultural products shows the characteristics of regional featured agricultural products and solving the problem of unmarketable agricultural products.Ningxia is located in the northwest of China,it has unique geographical advantages and known as the hometown of Chinese wolfberry,the hometown of licorice,tan sheep,potato and selenium sand melon.Among them,Chinese wolfberry is the birthplace of the world’s earliest wolfberry.Tan sheep has been included in the state banquet twice.Ningxia’s featured agricultural products enjoy a high reputation in China.