Recently, Xueersi officially launched the full-category TikTok e-commerce livestream room "X Premium", dedicated to discovering and selecting high-quality local products from all over the country and introducing and selling them to thousands of households through livestream e-commerce, leveraging its own "linking" ability and advantages, empowering rural revitalization.

Fujian pomelos, Anhui black-bone chicken, Yantai apples, Shandong Zhangqiu iron pots... "Mountain" and "sea" are meeting in the passionate livestream room: Currently, X Premium has launched over 200 categories and more than 1,000 full-category products, most of which are local agricultural products and local specialty brands. Ma Jiangwei, CEO of X Premium, stated that in the future, X Premium will leave the livestream room in the office building and go to the fields and historical and cultural sites, and busy docks and factories in cities and counties across the country to gradually explore the new model of "short videos + livestreaming" to assist rural revitalization, and delve deeper into the potential of vast rural areas.

Linking the Market with Rural Industry Upgrading

Livestream e-commerce has played a significant role in promoting consumption. In recent years, e-commerce has gradually become an important channel for the sale of agricultural products. Through e-commerce platforms and video livestream e-commerce channels, consumer terminals are driving the upgrading of rural industries. In many regions, particularly in major agricultural provinces such as Shandong and Anhui, the construction of digital agricultural factories and digital application scenarios is accelerating. The original producers are actively opening up the online sales market through channels such as "X Premium", promoting the gradual realization of coded sales for green food and organic agricultural products and the development of new industries and formats such as mobile internet-based crowdfunding agriculture, customized agriculture, and fresh e-commerce. A group of standardized livestream e - commerce platforms have become a new engine to promote agricultural upgrading, rural development, and farmers' income increase, and help rural industrial upgrading and rural revitalization. Livestream e - commerce has promoted the market expansion of the original rural industries, accelerated their transformation and upgrading, and even spawned new rural industries.

Linking Traffic with Agricultural Product Origins

In the past, the biggest headache for agricultural products was stable sales channels. Today, the livestream rooms on e-commerce platforms have become the "key" to solving the sales dilemma, linking traffic with agricultural product origins in one click. "Livestream +" is becoming the new norm in e-commerce, and the "people-goods-scene" scope of livestream e-commerce is rapidly expanding, making livestreaming the "standard configuration" of agricultural product e-commerce.

 In livestream e-commerce platforms, the incubation of a livestream room or a "product-selling IP" often introduces traffic from the public domain discovery page to realize the first purchase by consumers in their own store, attracting consumers to become fans. When the following relationship is formed, the producers establish their own private domain traffic, and then obtain subsequent free traffic and continuous rebuying on the following page.

However, for the general agricultural product producers, the huge traffic pool is within sight but beyond reach. For the "cold start" personal IP, scattered traffic is difficult to become a sustained and stable sales channel. Therefore, a group of enterprises and IPs with deep linking capabilities are standing out. Livestream rooms that gather various high-quality products and have clear positioning, have huge and stable private domain traffic, due to long-term stable supply chain and high-quality selection, becoming the "online distribution center" for e-commerce products, especially agricultural products.

Meanwhile, rural e-commerce is transforming the original production mode in the countryside, turning a farmer's specialty products into a local specialty industry, effectively driving industrial development and increasing farmers' income.

Rural e-commerce uses "traffic" demand to promote the transformation and upgrading of original rural industries. Many agricultural products are difficult to sell because they do not meet consumer demand, so e-commerce uses big data to drive the transformation of the industry. Many e-commerce platforms are currently driving farmers to carry out standardized, large-scale, customized production, guiding farmers on what to grow, how to grow, and how to manage, among other aspects.

"X Premium" and similar models are expected to connect agricultural products with e-commerce platforms, allowing high-quality agricultural products to establish a more stable connection with consumers, enhancing the stability of agricultural product sales channels, and increasing the resistance of rural agriculture to risks. At the same time, by managing the supply chain, ensuring the stable quality of agricultural products and the stable service to consumers, and building a more long-term trust relationship with consumers, a dual and steady growth model is formed. For example, in the X Premium's livestream room, the post-95s anchor Chengcheng sold "exploding" Guanxi Honey Pomelo, increasing the sales channels for local pomelos and bringing the 500-year cultivation history and culture of Guanxi Honey Pomelo into the livestream room.

 According to Hao Jianbin, Director of the Industrial Research Center of Alibaba Research Institute, satisfying the needs of consumers for online shopping upgrades and creating incremental value for merchants are the underlying logic behind the booming trend of livestream e-commerce. Livestream e-commerce continuously stimulates consumers' desire to purchase by "expanding new customer groups, creating new scenes, exploring new demands, expanding new product categories, and promoting new brands", mining the needs of consumers that are under the surface and promptly meeting them, promoting sustained recovery and rapid growth of consumption.

Linking Consumer Market with Rural Traditional Culture

The countryside is the birthplace of traditional Chinese culture. Rural revitalization depends on the revitalization and re-mining of traditional culture and rural culture.

The implementation of the rural revitalization strategy relies on talent as an important support. The rise of livestream e-commerce has driven a group of young people to start businesses in rural areas, realizing the return of rural talents, which is conducive to solving the dilemma of talent shortage. At the same time, it has also attracted a large number of people to return to their hometowns for entrepreneurship, injecting new vitality into rural culture and rural development.

With the presence of livestream e-commerce, people are coming back, and new ideas are coming in, bringing new influences to traditional rural culture and driving the revival of rural culture through inheritance and innovation.

The cultural flow brought by livestream e-commerce promotes rural civilization construction. The development of livestream e-commerce has not only brought a large amount of people, goods, information, and capital flows to rural areas but also brought cultural flows worthy of high attention, such as new ideological concepts, management concepts, attitudes towards life, spirit of cooperation, etc. Rural residents are gradually catching up with the pace of the internet, bringing new changes to production and life and becoming new farmers of the new era.

It is reported that "X Premium" plans to share various cultural products that reflect local customs and practices in the future, such as batik and embroidery, farmers' prints, ceramic crafts, as well as intangible cultural heritage and creative products scattered across the country. Through its own advantages, it will enhance the output of rural culture and local feelings, and add more distinctive, flavored, and warm stories beyond the products. By expanding the cultural value space of agricultural products, it will convey more rural cultural connotations, not only empowering rural industries with technology but also promoting the promotion and revival of excellent rural culture, laying a solid foundation for rural revitalization spirit.

This article is from Xinhua News Agency, original link: https://h.xinhuaxmt.com/vh512/share/11198355?isview=1&homeshow=0&newstype=1001