Evidence from Fieldwork: Rural E-Commerce Development in China

In recent years, the Party Central Committee has attached great importance to "three rural issues." this context, paper adopts a field survey method review several typical models of e-commerce sort out current development e-commerce. terms business models, main businesses include live streaming and short video sharing agricultural supply sources, product sharing, evaluation, community-based exchange circles for products. profit revenue at present are transaction rebate profit, mall service fee traffic revenue. context revitalization, MCN organization is established build up team anchors through systematic knowledge acquisition skill training. At same time, using as bridge, resources products, farmers, enterprises in different areas integrated. Build an platform integrating talent output, content creation, sales. Relying on currently popular videos webcasts, farmers will provide anchor promote sell them. This conducive continuous revitalization strategies.