Oriental Select is on fire, can agricultural products survive?

Sat, 07/02/2022 - 07:47
Orient Select
screenshot: Oriental Select

At present, there are 420 products in the window of Orient Select, with food and beverage accounting for 44% and fresh fruits and vegetables accounting for 26%. Agricultural products have become the main type of goods. Among them, Wuchang rice, which has been out of stock for a long time, has the highest contribution rate, including condiments that have not been delivered yet. Agricultural products such as eggs, corn, pumpkins, etc. are also sold out before the anchor finishes introducing them.

This is not the first case of the Oriental Select of live broadcasts to sell agricultural products in the East. After the live broadcast of e-commerce became popular, a large number of agricultural products went out of the farmland and onto the dining table. Previously, a series of agricultural product delivery activities, such as the live broadcast of the county magistrate, the live broadcast of college students returning to their hometowns to start a business, and the live broadcast of village exploration, have brought a certain degree of income. However, it can be seen that these special cases are basically limited to the personalized sales of a certain village, a certain person, and a certain product, and have not brought obvious changes to the development of the entire agricultural industry.

For Orient Select, letting agricultural products enter consumer families with emotion is the first step to gain goodwill, but the strategy of selling at high prices simply relying on the feelings of the audience will not last long. For agricultural products, Dongfang Selection is just a "selling intermediary", and long-term development requires multi-dimensional promotion and exploration of brand power, channel power, and industrial chain.