＂Mobile phones become new farm tools and live broadcasts become new farm work＂. The live audience of farmers in online celebrity exceeded 6.5 million.

　　CCTV News:September 23rd is the second China Farmers Harvest Festival. The scale of this year’s Harvest Festival is bigger than last year. Seventy places across the country have organized all-media linkage, and a "harvest contract" composed of farmers from all over China has been launched on the land of China. Compared with last year, this year’s Harvest Festival has more onlookers and participation of urban residents.

　　Taobao, Tik Tok, Aauto Quicker and other platforms all launched a large number of live video sales activities of agricultural products in conjunction with local grassroots governments on the Harvest Festival. In Yunnan, only one live broadcast will achieve sales of over 30 million yuan; With 4.91 million fans watching, 1.3 tons of Yunnan coffee was sold out in 2 seconds, and 1.1 million flower cakes were sold out in 3 minutes. Online celebrity, a farmer, interacted with netizens during the Harvest Festival, which was broadcast live on large and small screens of Heilongjiang radio and television. The cumulative audience in two hours exceeded 6.5 million.

　　In 2018, the farmers’ harvest festival sold more than 20 billion yuan of agricultural products. This year, the Ministry of Agriculture and Rural Affairs set the theme of the festival as "Celebrating Harvest and Consumption Season", which will continue the marketing and promotion time for a longer period, drive more enterprises of all types to participate, and further sink the activity center to the county and countryside. And those peasant anchors with millions of fans have become the most advantageous spokespersons. On weekdays, their videos show all kinds of rural life. On the day of Harvest Festival, it is the most important thing to recommend hometown specialties to fans.

　　Some figures also prove the influence of these farmers online celebrity: in 2018, more than 16 million people earned income on the Aauto Quicker platform, of which more than 3.4 million people came from poor counties. 800 million agricultural products were launched through Alibaba platform, and nearly 370,000 harvest festivals were broadcast live. Online celebrity, a village with a large number of fans all over the country, has been recognized by grass-roots governments and e-commerce enterprises for its influence in poverty alleviation.

　　"Mobile phones become new farm tools, live broadcasts become new farm work, and data become new agricultural materials" is a beautiful vision of technological empowerment and an express train that many villages and towns hope to catch. However, the quality of goods sold by live broadcast is uneven, and the after-sales service can’t keep up. The supply chain in most poor areas is still in its infancy, which is also an unavoidable problem. The Ministry of Agriculture and Rural Affairs is also implementing the project of "internet plus" agricultural products leaving the village and entering the city. One of the important tasks is to teach farmers to sell agricultural products with mobile phones and the Internet, improve product quality and continuously enhance consumers’ experience and trust.