Analysis of the Translation Mechanism of Prickly Pear Products Assisted by Social E-Commerce—Taking Qiannan as an Example

贵州省将刺梨列为12大特色农业产业之一，依托“十四五”规划提出打造百亿级产业集群，推动刺梨向高附加值健康消费品转型。政策支持与“互联网+农业”模式结合，为社交电商赋能刺梨产业提供了政策与时代机遇。本文以贵州省黔南州刺梨产业为研究对象，探讨社交电商在刺梨制品流通中的“转译”机制及其对产业发展的推动作用。研究发现，社交电商“行动者网络”整合政府、企业、平台与消费者，重构刺梨流通逻辑，通过去中心化流通网络与多元主体协同，将地域性农产品转化为具有健康标签的商品，助力“黔货出山”并突破边缘市场限制。Guizhou Province has listed prickly pear as one of the 12 characteristic agricultural industries, and proposed to build a billion level industrial cluster based on the “14th Five Year Plan” to promote the transformation of prickly pear into a high value-added healthy consumer product. The combination of policy support and the “Internet plus agriculture” model provides policy and era opportunities for social e-commerce to empower Rosa roxburghii industry. This article takes the prickly pear industry in Qiannan Prefecture, Guizhou Province as the research object, and explores the “translation” mechanism of social e-commerce in the circulation of prickly pear products and its role in promoting industry development. Research has found that the “actor network” of social e-commerce integrates government, enterprises, platforms, and consumers, reconstructs the logic of prickly pear circulation, and transforms regional agricultural products into products with health labels through decentralized circulation networks and multi-party collaboration, helping “Guizhou goods out of the mountains” and breaking through the limitations of edge markets.