A Case Study of the “Live Streaming + Short Videos” E-commerce Model for Agricultural Products

With the rapid evolution of the media industry and continuous technological advancements, short videos and live streaming have experienced a significant surge in popularity and gained immense favor among individuals. Consequently, short video live streaming has emerged as a novel business model, enabling companies to augment their sales and foster business growth. In line with the government's active promotion of rural revitalization, farmers utilizing short video platforms to conduct live broadcasts have become a pivotal approach to enhance sales of rural products and stimulate agricultural and rural development. This article aims to explore the contextual factors that have given rise to the new agricultural marketing model, "Internet + Agriculture," and delve into its profound implications, specifically, the shift from marketing based on material attributes to emphasizing product quality. By analyzing the macro environment, competitive landscape, and employing a SWOT analysis using Alibaba's Taobao Live platform as a case study, this article investigates the merits and drawbacks of the agricultural e-commerce model encompassing live streaming and short videos. Furthermore, it proposes suitable development strategies to address the challenges and issues that arise during its rapid expansion.