Author(s)

Zihan Dai

Corresponding Author

Zihan Dai

ABSTRACT

While the COVID-19 pandemic has dramatically changed People’s Daily lifestyles, it has also impacted various industries, especially self-employed agricultural producers who rely heavily on traditional sales models. Combined with the Internet platform and the joint efforts of the government and individuals, live broadcasting with goods has become a new way to sell agricultural products, making an important contribution to the sales of agricultural products and the sustainable and healthy development of rural industries. Combined with relevant materials, this paper summarizes the current status of live broadcast marketing. It conducts a comprehensive and systematic investigation of the entire production and marketing chain of live broadcast marketing of agricultural products. This paper tries to analyze the problems that need to be solved in the current live marketing of agricultural products. At the same time, it tries to build high-quality content and anchors from the configuration of live broadcasting equipment and combine with regional characteristics to form regional brands. By strengthening market supervision and improving commodity quality, agricultural production’s overall layout improves supply chain security level, packaging, and standardized production of agricultural products. Strengthen cooperation with e-commerce platform channels to optimize channels. Establish effective communication channels, fully listen to consumer opinions and actively rectify and improve. In these ways, it is expected to play the value of the Internet, reduce the epidemic’s impact on the rural economy, and promote the sustainable development of live marketing of agricultural products.

KEYWORDS

Live streaming, Marketing mode, Agricultural products, post-epidemic era