Which is stronger for the cross-border live broadcast host to help farmers bring goods？

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　　At the beginning of this year, the General Office of the State Council issued "Guiding Opinions on Deepening Consumption Poverty Alleviation to Win the Fight against Poverty" (hereinafter referred to as "Opinions"). The Opinions emphasized that consumption poverty alleviation is a poverty alleviation way for all sectors of society to help the poor increase their income and get rid of poverty by consuming products and services from poor areas and poor people, and it is also an important way for social forces to participate in poverty alleviation.

　　Radio and television give full play to the advantages of mainstream media and contribute to winning the battle against poverty. Since April, the topic of TV host’s live broadcast of goods and helping the poor and farmers has been talked about by the public. Zhu Guangquan, Ouyang Xiadan, Li Zimeng, Wang Han and other radio and television hosts familiar to the audience have entered the live broadcast room from the studio one after another, and brought goods to agricultural products that were unsalable due to the COVID-19 epidemic all over the country through Internet means and new marketing methods, helping to win the final battle against poverty.

　　The "National Team" quip brings fire to help farmers live.

　　In the series of public welfare actions of "Thank you for spelling a bill for Hubei" organized by CCTV News, the host of CCTV accumulated many years of knowledge to make the live broadcast more warm and spread faster, let the audience see the funny and lively side of the mainstream media, push the new trend of "national team" live broadcast with goods to a high point, attract netizens to place orders, and speed up and increase efficiency for fighting the "epidemic".

　　On the evening of April 27th, in the Aauto Quicker live broadcast room of CCTV video, Zhu Xun and Li Zimeng formed "CCTV Girls", and connected four Aauto Quicker talents online, and joined hands with the "Old Tiers" to "place an order for Ai Kuai (Xun Meng) and jointly help (Zhu Li) Hubei". During the three-hour live broadcast, 27,500 packets of Regan Noodles, 26,000 bottles of lactic acid bacteria, 16,000 bags of marinated kelp, 15,000 duck necks, 12,000 crayfish and 5,000 salted egg yolk biscuits were consumed in seconds, and CCTV Girls drove the sales of special commodities in Hubei for a total of 80.12 million yuan. On April 12th, Ouyang Xiadan, the host of CCTV news, and Wong Cho Lam, the actor, brought goods live in Aauto Quicker, once again bringing goods for unsalable agricultural products in Hubei. The total sales of the whole live broadcast was more than 60 million yuan.

　　As early as the first live broadcast of this charity action, CCTV host Zhu Guangquan and Li Jiaqi recommended more than a dozen agricultural and sideline products to be sold in Hubei to netizens, including Regan Noodles, Honghu Lotus Root Soup and Yulu Tea. The cumulative number of live broadcasts was 120 million, and the cumulative sales amounted to 40.14 million yuan. The reading volume of Weibo’s topic "Zhu Guangquan Li Jiaqi Live" exceeded 330 million, and it continued to dominate the list for more than 4 hours.

　　In addition, on April 23rd, CCTV news hosts Hu Die and Wang Xiaolei, together with Taobao live anchor Li Jiaqi, joined forces with Hubei actor Mabel Yuan and Shaanxi actor NI YAN and White to start live broadcast of goods for Shaanxi and Hubei. More than 6 million users placed orders in the live broadcast room, and the total sales of live broadcast was nearly 30 million yuan.

　　Wang Han used variety ideas to short sell 15 counties.

　　On June 7th, Wang Han led the host group of Everyday Brothers in "Let’s go, brother! In the Mango Poverty Alleviation Cloud Supermarket Live Broadcast, it brought goods for the live broadcast of Hunan’s characteristic agricultural products. At first, the goal was to "short sell 10 counties in Hunan".

　　This time, the goods were broadcast live by Hunan Satellite TV, while Pinduoduo and Mango Poverty Alleviation Cloud Supermarket carried out small-screen live broadcast before and during the broadcast, with over 100 million people participating in the live broadcast. During the live broadcast, the host group not only introduced the relevant background of agricultural products in detail, but also told the poverty alleviation story behind agricultural products by interviewing poverty alleviation cadres, entrepreneurial farmers and frontline workers. In addition, the star guests will also perform programs according to the product features, such as Darren Wang singing Hunan-style "promotional songs" and "picking betel nuts". In the end, the total amount of live broadcast was 102 million yuan, and 15 counties were successfully sold short.

　　This is not the first time that Hunan Satellite TV has helped agriculture with new ideas and new models. As early as May 17th, Wang Han launched a live show with goods on Taobao Live-"Starting for a Better Life". In the live screen, Wang Han not only sat at the table to introduce the products, but also showed the outdoor panoramic view of the glass house and Zhongshi courtyard, which was more visible.

　　Wang Han’s rich knowledge also makes "Starting for a Better Life" more interesting. When Anhua black tea is on the line, Wang Han will talk to the audience about the development history and legend of black tea; When selling rice noodles, Wang Han talked about the historical origin of rice noodles from the traditional culture of Hunan people’s "wordy rice noodles".

　　"Starting for a Better Life" linked the portals of Ali Taobao Live, Youku Live and Alipay, and achieved the coverage of tens of millions of people from the three major terminals of shopping, payment and entertainment. The first live broadcast reached a turnover of 156 million yuan, with 21 million viewers, 17 million likes and 100,000 online rewards; In terms of live broadcast conversion, the live broadcast number increased by 551,000, and the sales volume with goods was about 230,000 pieces.

　　Wang Han said that he was honored to help the enterprises affected by the epidemic through live broadcast. "I am an old comrade in the host industry and a new melon egg in the live broadcast industry. I hope to do something for social enterprises and farmers with the new format of live broadcast."

　　Wang Han and Everyday Brothers hosted a variety show with their professional advantages, which innovatively activated the vitality and potential of the mainstream media to spread positive energy, enhanced the purchasing power of the audience, implemented poverty alleviation and helped agriculture, and consolidated the achievements made in tackling poverty.

　　Linked with the crew,

　　Xi Wen leads the audience to swim under the ginger.

　　On April 18th, Xi Wen, the host of Zhejiang Satellite TV, joined forces with the State Administration of Radio and Television’s 2020 key drama "We Are Where Dreams Began" and went to Xiajiang Village, Chun ‘an County, Zhejiang Province, where the TV series was filmed. With the influence of the drama broadcast, the live broadcast was launched to lead the audience to swim under the ginger, enjoy beautiful scenery, listen to stories and taste delicious food.

　　Xi Wen combines the live broadcast with the scenes in the play, so that the two scenes of "watching TV" and "buying local products" are seamlessly connected. In the three-hour live broadcast on Tik Tok, Aauto Quicker and Weibo platforms, a total of 1.5 million netizens participated in the interaction, and traveled together to learn about local specialties such as dried sweet potatoes, honey and eggs. Xihong Wang, the director of "We Are Where Dreams Begin", and xia yang, the actor of "Dou Dou, the first secretary" and Wang Xuan, the actor of "Zhao Xiaowei, the designer" in the play are connected from a distance, and they have revisited the old place.

　　This creative live broadcast mode of online and offline linkage and scene linkage outside the drama opens up new ideas for helping farmers. This model not only drives the sales of local products in Xiajiang Village, but also integrates agricultural products into leisure tourism, which is expected to attract more visitors to Xiajiang Village and help villagers get rich.

　　—END—

　　Selected articles

　　Enlarging measures of radio and television programs to help farmers see practical results

　　Have you seen the "red zone" on the front line of anti-epidemic? The special program "Human World" is a hit.

　　Broadcasting and TV "group" live broadcast with goods, exploring new development paths

　　Zhang Huali: Open up a new model of helping agriculture and create a new sample of "precision poverty alleviation"

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