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The wild rice stems in the live broadcast room are produced and sold immediately.

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Facing the camera of the mobile phone in front of him, Qian Huan, a native of Liantang, Qingpu, enthusiastically introduced the wild rice produced in his hometown. These wild rice were just harvested from the fields and were moved to the live broadcast room in Ke Art Museum in the blink of an eye.

By introducing live broadcast technology into the field of agricultural product sales, Qian Huan has "moved" the sales of Liantang agricultural products from offline to online. While promoting the sales of local agricultural products through live broadcast, she also cooperated with the town's agricultural and rural service center, Jinqian Village Party Branch and Shanghai Jiaoxiang Paradise Co., Ltd. to carry out "traffic to help farmers" related training, hoping to help Liantang cultivate more e-commerce talents, realize "technology going to the countryside", activate the local idle labor force, and drive the villagers' income increase.

Direct access to the fields

Buy now and get it delivered

"My main job is agriculture. I have never been involved in live broadcasting. I have never even downloaded TikTok before." Qian Huan was both emotional and proud when talking about his experience of running a live broadcast room from scratch. In June this year, the account they just registered was blank, with no traffic and no knowledge of live broadcasting skills. With the hard work and exploration of the live broadcast team, by mid-July, they had been able to achieve more than 3,000 orders in half a month, with traffic of 200 to 300 people per minute, and the total number of viewers since the start of the broadcast has reached more than 500,000.

Liantang, thanks to its natural geographical advantages of low-lying terrain, dense water networks, many swamp fields and fertile soil, produces fresh and crisp wild rice stems, and is known as the "No. 1 Wild Rice Stem Town in East China". In addition to wild rice stems, the local area is also rich in lotus roots. The fresh lotus roots have a sweet taste and are deeply loved by consumers. Qian Huan introduced that there are about 20,000 mu of wild rice stems and 6,000 mu of lotus roots in Liantang. After the wild rice stems in June are off the market, fresh and mature lotus roots will take over the "baton" and become the "main force" in the live broadcast room.

Most of the wild rice stems, lotus roots and other agricultural products sold in the live broadcast room are supplied to Shanghai. They are picked, shipped and delivered on the same day. This "direct from the field" sales method ensures the freshness of agricultural products to the greatest extent.

"The wild rice sold on most other platforms must first be transported from the field to the transit warehouse, then processed in the transit warehouse, and then sold by the platform and delivered from the transit warehouse to the customer." Qian Huan said that the additional processes and the time spent on the road will increase the loss of the agricultural products themselves, which are far less fresh than their "direct from the field". The "buy now, deliver now" operation mode ensures the advantage of the live broadcast room in the freshness of agricultural products, attracting waves of repeat customers.

Traffic helps farmers

Driving the increase of income of farmers in Liantang

In order to expand the sales advantages of rural e-commerce, Qian Huan also opened a public welfare training class called "Traffic Helping Farmers", recruiting students who are interested in live streaming and teaching them a series of basic knowledge of live streaming, including but not limited to script creation, background operations, and live streaming operations.

"The live broadcast industry also has its own rules and skills. You need to develop good abilities to become a professional 'anchor'." Qian Huan gave an example, saying that the live broadcast platform has specified "blocked words". Once the "blocked words" are accidentally said during the live broadcast, it will trigger the platform's punishment mechanism, causing the live broadcast room to "black screen", affecting the traffic. These live broadcast skills are all gradually explored by her in the process of live broadcasting. She also hopes to be able to spread these skills to help students who are interested in agricultural product live broadcasting quickly and avoid detours. In addition to the popularization of theoretical knowledge, practice is also indispensable. In the later stage, interested students can also use the existing live broadcast room to conduct live sales and further enhance their live broadcasting ability in practice.

The profit of agricultural product live broadcast is not high. Generally speaking, the profit is only about 1 yuan for every kilogram of lotus root or wild rice stem sold. Although the profit is low, if "live broadcast" can be used as a sales tool, local farmers can sell agricultural products picked in the field directly to customers. It not only helps farmers master a skill, but also solves the passive situation of difficult sales and waiting for customers to come, helping farmers increase their income.

In addition to the live broadcast itself, the packaging and delivery process after the sales also provides more jobs for local people, contributing to revitalizing idle rural labor and helping villagers increase their income. Therefore, this move has also received strong support from the local village committee. "Compared to the increase in income, some villagers actually value this opportunity to work and chat together more. Our positions bring everyone together, chatting while packaging and shipping. In their eyes, this atmosphere is sometimes even more important than wages." Qian Huan said.

With his live broadcast career gradually getting on track, Qian Huan hopes to help Liantang cultivate more local agricultural e-commerce talents so that ordinary villagers can also master live broadcast skills and promote the high-quality agricultural products of their hometown.

Text: Xu Yibin and Ou Yang

Photo: Yuan Zihan