Broadcast Strict Selection·Green Trail Fresh Trace Agricultural Assistance Platform

Pain Points

Currently, driven by the dual forces of digital transformation and the rural revitalization strategy, the broadcasting and television (radio and TV) industry faces the following core pain points:

1. Difficulty in Marketing High-Quality Agricultural Products Upstream, Severe Information Asymmetry Between Supply and Demand

• Phenomenon: A large number of high-quality, specialty agricultural products (e.g., geographical indication products, green organic food) remain "hidden in deep boudoirs, unknown to the world" due to a lack of effective brand promotion and sales channels.
• Cause: The traditional agricultural product circulation chain is lengthy with numerous intermediate links, leading to information degradation at each step. Producers cannot reach end consumers, and consumers struggle to find trustworthy sources of quality goods.
• Impact: Farmers increase production without increasing income; the value of high-quality agricultural products is severely underestimated; urban consumers' demand for safe, healthy food cannot be effectively met.

2. Stagnant Growth in Traditional Radio and TV Business, Urgent Need for New Growth Drivers

• Phenomenon: With the impact of new media like IPTV and OTT, cable TV subscribers continue to decline, traditional advertising revenue is falling, and the business structure is singular.
• Cause: The core advantages of the radio and TV network—its credibility as a "party media and government network," localized service capabilities, and vast user coverage—have not been fully leveraged and commercialized.
• Impact: Radio and TV enterprises face survival pressure and urgently need to explore an integrated transformation path of "media + e-commerce + service" to achieve a leap from "watching TV" to "using TV."

3. Low Level of Agricultural Product Branding, Lack of Consumer Trust

• Phenomenon: The agricultural product market is a mix of good and bad, with frequent occurrences of counterfeit, shoddy, and substandard goods. Consumers generally doubt the quality and safety of online agricultural products.
• Cause: There is a lack of authoritative third-party traceability systems and quality endorsement mechanisms. The entire process information for agricultural products, from field to table, is not transparent.
• Impact: Consumer decision-making costs are high; high-quality agricultural products struggle to establish brand premiums, falling into a vicious cycle of low-price competition.

4. Insufficient Localized Service Capabilities, Poor Last-Mile Experience

• Phenomenon: Fresh agricultural products have extremely high requirements for logistics timeliness and cold chains. However, existing e-commerce platforms have insufficient distribution network coverage in counties and rural areas, leading to high spoilage rates and poor delivery experiences.
• Cause: There is a lack of localized warehousing, sorting, and distribution systems, making it impossible to achieve efficient fulfillment like "next-day delivery" or even "half-day delivery."
• Impact: Low user repurchase rates, damaged platform reputation, and difficulty in forming stable consumption habits.

Solution Overview

Addressing the above pain points, we introduce the "Radio & TV Premium Select · Green Field Fresh Trace" Platform Construction Plan. This plan leverages the credibility of the radio and TV network as a "party media and government network," its localized service capabilities, and its vast user base to build a comprehensive agricultural product e-commerce service platform integrating brand endorsement, live-streaming sales, community group buying, traceability certification, and local delivery.

This plan is not a simple "radio & TV + e-commerce" feature overlay but a systematic restructuring of the agricultural product circulation chain:

• Foundation of Credibility: As an authoritative media outlet, radio and TV provide "official premium selection" quality endorsement for every agricultural product on the platform, solving the consumer trust problem.
• Engine of Content: Utilizing the professional video production and host resources of radio and TV, through live streams, short videos, documentaries, etc., we deeply explore the stories behind agricultural products, creating blockbuster IPs for "One County, One Product."
• Core of Localization: Relying on radio and TV's business halls, grid workers, and community resources spread across urban and rural areas, we build a community group buying model of "order online + pick up/deliver offline," achieving efficient fulfillment and precise reach.
• Support of Technology: Integrating technologies like blockchain traceability, big data analytics, and smart warehousing logistics, we realize full-process digital management from origin to table.

Unique Value: This plan deeply integrates the "media attribute" and "service attribute" of radio and TV, creating a localized agricultural product e-commerce new model with credibility, warmth, and feasibility. It is a win-win choice for the transformation of the radio and TV network and the implementation of the rural revitalization strategy.

Solution Components

This plan consists of the following five core components, operating synergistically to form a complete business loop:

1. Radio & TV Premium Select · Brand Certification System

• Establish "Radio & TV Premium Select" brand standards, conducting strict qualification reviews, on-site inspections, and quality spot checks for agricultural products listed on the platform.
• Collaborate with authoritative testing institutions to issue the "Radio & TV Premium Select" label for certified products, and utilize radio and TV media resources for comprehensive brand promotion.
• Solve consumer trust issues and enhance the brand premium of agricultural products.

2. Green Field Fresh Trace · Traceability Live-Streaming Platform

• Build a dedicated live-streaming e-commerce platform, supporting multi-role onboarding for radio and TV hosts, internet celebrities, farmers, etc.
• Integrate blockchain traceability technology, allowing consumers to view the entire chain of information—origin, growth process, test reports—for agricultural products directly in the live stream.
• Achieve "what you see is what you get," efficiently converting live-stream traffic into sales orders.

3. Community Group Leader · Localized Service Network

• Leverage resources like radio and TV grid workers, community convenience stores, and property management to develop a "Community Group Leader" team responsible for community operations, order collection, and last-mile delivery.
• Build "Radio & TV Cloud Warehouses" as regional central warehouses, combined with community pickup points, to achieve efficient "T+1" next-day delivery fulfillment.
• Solve the last-mile delivery challenge, enhancing user experience and repurchase rates.

4. Digital Brain · Operations Middle Platform

• Build a unified data middle platform, integrating all-dimensional data on users, products, orders, logistics, live streams, etc.
• Provide decision support functions such as intelligent product selection, precision marketing, inventory alerts, and logistics scheduling.
• Enable refined platform operations, improving overall efficiency and profitability.

5. Rural Revitalization · Empowerment Training System

• Provide systematic training on e-commerce operations, live-streaming sales, brand packaging, etc., for partner farmers and cooperatives.
• Collaborate with local governments to launch the "One Village, One Product, One Host" cultivation plan, incubating local e-commerce talent.
• Empower from the source, ensuring the continuous supply of high-quality agricultural products and the healthy development of the platform ecosystem.

Implementation Path

This plan adopts a "small steps, fast iterations, phased implementation" strategy, progressing through three stages:

Stage	Goal	Key Activities	Milestone	Timeline
Stage 1: Foundation Building & Pilot	Complete core platform functions, run a closed business loop in 1-2 counties	1. Finalize "Radio & TV Premium Select" brand standards 2. Develop Traceability Live-Streaming Platform V1.0 3. Recruit initial Community Group Leaders 4. Select 3-5 specialty agricultural products for pilot operations	Platform launch, complete first county pilot, achieve 1,000 daily orders	1-3 months
Stage 2: Scale Replication & Optimization	Replicate the successful model to more counties, optimize operational efficiency	1. Expand to 5-10 counties 2. Enhance operations middle platform functions 3. Launch "One Village, One Product, One Host" training program 4. Introduce smart warehousing and logistics system	Cover 10 counties, monthly GMV exceeds 5 million	4-6 months
Stage 3: Ecosystem Building & Brand Upgrade	Build an open platform ecosystem, create a national agricultural product brand	1. Open platform API, introduce third-party service providers 2. Host the annual "Radio & TV Premium Select" Agricultural Products Expo 3. Explore innovative models like "adoptive agriculture" and "shared farms" 4. Initiate cross-regional cold chain logistics network construction	Become a leading regional agricultural product e-commerce platform, annual GMV exceeds 100 million	7-12 months

Risk Management: Conduct review and evaluation after each stage, flexibly adjust strategies based on market feedback and operational data to ensure return on investment.

Expected Outcomes

Short-Term Outcomes (1-3 months)

• User Growth: Platform registered users exceed 100,000, Daily Active Users (DAU) reach 10,000.
• Sales Conversion: Online sales of agricultural products in pilot counties increase by over 30%, helping farmers increase income [specific data to be supplemented].
• Brand Awareness: "Radio & TV Premium Select" brand awareness reaches over 60% in pilot areas.

Long-Term Value (6-12 months)

• Business Growth: Platform annual Gross Merchandise Volume (GMV) exceeds 100 million yuan, creating a new revenue growth driver for the radio and TV network.
• Ecosystem Building: Cultivate over 100 local e-commerce leaders, driving over 1,000 farming households to participate in e-commerce operations.
• Social Impact: Effectively solve the "difficult to sell, expensive to buy" problem for agricultural products, support the implementation of the rural revitalization strategy, and enhance the social influence and government recognition of the radio and TV network.

Indicator	Before Implementation	After Implementation (12 months)
Online Sales of Agricultural Products	Nearly zero	Annual GMV > 100 million yuan
Percentage of Farmers Participating in E-commerce	< 5%	> 30%
Consumer Trust Level (Survey)	Low	High (Endorsed by Radio & TV)
Share of New Business Revenue for Radio & TV Network	0%	> 15%

Reference Cases

The following cases demonstrate the feasibility and effectiveness of similar models, providing strong evidence for this plan:

Case 1: Zhejiang Wasu's "Smart Radio & TV + E-commerce" Model

• Background: Zhejiang Wasu leveraged its province-wide radio and TV network and user base to explore the "media + e-commerce" transformation.
• Solution Application: Launched the "Wasu Fresh" platform, combining local community resources to conduct fresh agricultural product group buying.
• Core Results: Successfully transformed radio and TV business halls into community pickup points, achieving over 100,000 monthly orders, effectively increasing user stickiness and ARPU.

Case 2: Hunan Radio and TV's "Mango Poverty Alleviation Cloud Supermarket"

• Background: Responding to the national call for rural revitalization, leveraging Hunan Radio and TV's strong content production and celebrity resources.
• Solution Application: Created a "live-stream + e-commerce + poverty alleviation" model, using popular variety shows like Back to Field to promote agricultural products.
• Core Results: Drove cumulative agricultural product sales exceeding 2 billion yuan, successfully creating several blockbuster agricultural product brands like "Xiangxi Bacon" and "Yanling Yellow Peach."

Case 3: Shandong Radio and TV's "Shandong Premium Select" Platform

• Background: Shandong Radio and TV leveraged its localized advantages to integrate high-quality agricultural product resources across the province.
• Solution Application: Established "Radio & TV Premium Select" standards, collaborating with local governments and industry associations for product endorsement.
• Core Results: Within one year of launch, over 500 merchants joined the platform, achieving annual sales exceeding 50 million yuan, becoming the preferred platform for local consumers to purchase specialty agricultural products.