Original title: Live broadcasting for farmers should stick to the bottom line of benefiting farmers
In recent years, online live broadcasts have spawned a number of Internet celebrity anchors. With the help of policies such as consumer assistance, poverty alleviation for farmers, and public welfare sales, many short video platforms have also caught up on the fast lane of agricultural development. From the perspective of the whole ecology of live broadcast with goods, the agricultural products promoted by live broadcast with goods are mixed. Under market supervision and user selection, some anchors who cannot stand the test will be eliminated. At this level, the mutual supervision between anchors has positive significance. But it should also be seen that behind the “tear-off” behavior among some anchors, there may be a purpose of pursuing more network traffic, and there may even be a game between capitals.
Recently, in response to online live streaming of corn, the “tear-off” of anchors between different platforms has attracted a certain amount of attention on the entire network. Critics believe that the price of corn sold by anchors is ridiculously high, and critics believe that high-quality agricultural products should achieve good prices. For the same product, due to different origins, land fertility and plot location and other factors, this will bring about differences in cost. 7 yuan per corn cob is expensive or not, I am afraid it cannot be generalized. Even in the vast and fertile Northeast, such a price is not high, because farmers do not take their labor costs into account when planting corn. In August this year, the author went to Xing’an League, Tongliao City, and Chifeng City in Inner Mongolia to conduct research. The local corn yield per mu is about 2,000 catties. Without considering labor costs, the income per mu of land is about 1,000 yuan. This is despite higher corn prices this year. If you include labor costs, it’s all a loss. In Gansu, Guizhou, Qinghai and other areas with poor soil fertility and aridity, the yield of corn per mu of land is only about 600 kilograms, and its market value is about 800 yuan. I’m afraid there is no income.
There are also other situations. The author conducted research in the rural areas of Heyang County, Weinan, Shaanxi Province in July. The rent of the land used to grow corn in the local countryside is very low. The rent price per mu of land is 50-100 yuan, which reduces the cost of corn planting. a lot. It is precisely because of the low land rent that some villages that have not developed economic forest and fruit planting have produced a number of large grain farmers, who sell not corn cobs, but sun-dried corn kernels. If the big grain farmers here can sell corn at the price of 70 cents, the grain farmers will be very happy. Therefore, online live broadcast anchors should fully understand some basic facts such as regional differences in the production and cost of agricultural products. Blind criticism will not only fail to purify the online live broadcast ecology, but may also worsen the relationship between the upstream and downstream of the agricultural product production industry chain, and even “tear each other” The cost is paid by the farmers.
It is also worth noting that with the improvement of people’s living standards, the situation of consumption stratification will become more obvious, some people consume corn cobs of 7 cents, and some people consume corn cobs of 7 yuan. Therefore, what we need to pay attention to is not the price of corn, but whether such a price is consumed and whether the quality of the product is guaranteed. Clear waters and lush mountains are invaluable assets. If this sentence is realized in the agricultural field, it must be the development of green agriculture, and the ecological value must be transferred to agricultural products before realizing the value. Of course, we don’t need to worry about food security, and high corn prices will not bring about a significant increase in food prices. On the one hand, farmers are responsible for the country’s food security, and on the other hand, they also need to achieve a high-quality well-off life. It is not surprising that a small number of farmers sell their agricultural products at higher prices.
The development of online live broadcasts needs to be standardized, especially the anchors with strong online marketing, and more need for market supervision, agriculture, rural areas and e-commerce departments to strengthen supervision and guidance. The webcasting platform is not a private battlefield for anchors to compete for influence, but a public space, especially webcasting that involves helping farmers and public welfare. In the Internet age, helping farmers and public welfare needs to be heroes in terms of the actual effect of helping farmers, and benefiting farmers is the bottom line that anchors should stick to. Therefore, relevant regulatory departments and business guidance departments need to pay special attention to three aspects of work: first, strengthen the quality supervision of live broadcast agricultural products to ensure product quality; second, strengthen the interest linkage mechanism between the live broadcast anchors and agricultural production entities or business entities , so that more live broadcast dividends can benefit farmers; the third is to strengthen the public opinion monitoring of the online agricultural live broadcast platform, and promptly deal with online live broadcast behaviors that may adversely affect the legitimate rights and interests of farmers.
(Xing Chengju, the author is the deputy dean of the School of Humanities and Social Development, Northwest A&F University)