Exploration of the Dilemma and Strategy of Farmers’ Live Streaming with Goods in the Context of Rural Revitalisation

2024年中央一号文件强调“推进中国式现代化，必须坚持不懈夯实农业基础，推进乡村全面振兴”，乡村要振兴离不开农产品的发展。近年来，作为新的商业模式和新兴业态，直播带货的兴起为各行各业的发展带来了新的机遇，而不少农民看见这一机遇并进行直播带货助推自家农产品销售。在乡村振兴战略大力推进的时代背景下，农民直播带货作为一种新兴的农产品销售模式，正发挥着日益重要的作用。它打破了传统销售模式的时空限制，为农产品拓宽了销售渠道，增加了农民收入，有力推动了农村经济发展，但是在带货的过程中农民也面临着许多困境，通过对这些困境的探讨，本文提出了有助于农民直播带货的策略，如加强直播技能培训、加强政府政策扶持、完善农村物流基础设施建设等，期望这些策略能够助力农民更好地利用直播带货这一新兴手段，实现农产品的有效销售，进一步推动乡村振兴战略的深入实施，促进农村产业兴旺与农民生活富裕。2024 Central Document No. 1 stressed that “to promote Chinese modernisation, we must unremittingly strengthen the foundation of agriculture and promote the comprehensive revitalisation of the countryside”, the countryside cannot be revitalised without the development of agricultural products. In recent years, as a new business model and emerging industry, the rise of live with goods for the development of all walks of life has brought new opportunities, and many farmers see this opportunity to live with goods to help promote the sale of their own agricultural products. In the context of the rural revitalisation strategy to vigorously promote the times, farmers’ live streaming with goods as an emerging mode of agricultural sales, is playing an increasingly important role. It breaks the time and space limitations of the traditional sales model, broadens the sales channels for agricultural products, increases farmers’ income, and strongly promotes the development of the rural economy, but in the process of bringing goods, farmers are also faced with many dilemmas, through the exploration of these dilemmas, this paper puts forward strategies to help farmers live with goods, such as strengthening the training of live broadcasting skills, strengthening the government’s policy support, and perfecting the rural logistics infrastructure, etc., and expects that these strategies can help farmers to better sell their own agricultural products, and improve the rural logistics infrastructure. It is expected that these strategies can help farmers make better use of the emerging means of live streaming to achieve effective sales of agricultural products, further promote the in-depth implementation of the strategy of rural revitalisation, and promote the prosperity of rural industries and the prosperity of farmers’ lives.