Changhua He

Changhua He

14 June 2023

Agricultural products, E-commerce live broadcast, Brand building, Strategy.

Currently, China has wholly entered the era of "Internet +", which provides an excellent opportunity to develop China's rural economy, and farmers who sell products through the Internet are becoming increasingly enthusiastic about it. Based on the e-commerce marketing model of "visual distance," the most intuitive product experience has won market recognition and will become a new model of rural online shopping. "Live streaming + agriculture + e-commerce" is an entirely new sales model that will completely change the traditional sales model. By combining the technology and promotional capabilities of the Internet, more distinctive products can be produced and become "Internet celebrity" image ambassadors during this process. Based on this, an analysis of the current status of brand building in agricultural e-commerce live broadcasting is conducted, giving specific ways and strategies to promote the sustainable development of rural e-commerce live broadcasting.

© 2023, the Authors. Published by ISCCAC

This is an open access article distributed under the CC BY-NC license