新零售背景下新疆特色农产品直播电商营销路径分析

Marketing Path of Livestreaming E-commerce of Special Agricultural Products in Xinjiang under the Background of New Retail

直播电商是新零售的前奏,是新零售快速打开市场的一个切入点。从根本上来说,直播电商只是一种新的营销模式,直播是工具,电商为基础,尽管目前直播电商依然处于电商时代,但又不同于传统电商。基于新疆特色农产品批发商的线下调研数据,从特色农产品直播电商的发展现状入手,总结归纳出电子商务和直播电商发展中存在的货源混乱、直播人才稀缺、产品内容同质化严重、物流问题凸显这四类横跨新零售时代和电商时代的共性问题。最后,提出加强直播货源监管、引进优秀直播电商人才、形成特色农产品品牌化、推动冷链物流快速发展的营销路径,以推动新疆特色农产品电子商务的快速发展,进一步探索进入新零售的新突破点,从而建立新的供求关系,实现供求两端的再度平衡,实现电商时代向新零售时代的历史性跨越。

Livestreaming e-commerce is the prelude to new retail and an entry point for new retail to quickly open up the market.Fundamentally,livestreaming e-commerce is just a new marketing model.Livestreaming is a tool and e-commerce is the foundation.Although livestreaming e-commerce is still in the era of e-commerce,it is different from traditional e-commerce.Based on the offline survey data of the wholesalers of characteristic agricultural products in Xinjiang,starting with the development status of livestreaming e-commerce of characteristic agricultural products,four common problems existing in the development of e-commerce and livestreaming e-commerce across the new retail era and the e-commerce era were summarized,such as the chaotic supply of goods,the scarcity of livestreaming talents,the serious homogeneity of product content,and outstanding logistics problems.Finally,the marketing path was put forward from strengthening the supervision of livestreaming sources,introducing outstanding livestreaming e-commerce talents,forming the branding of characteristic agricultural products,and promoting the rapid development of cold chain logistics,so as to promote the rapid development of e-commerce of Xinjiang’s characteristic agricultural products,further explore new breakthrough points for entering new retail,establish a new supply and demand relationship,achieve a rebalance between supply and demand,and realize the historic transition from the e-commerce era to the new retail era.