Research on the Development of Specialty Fruit Industry in Liangshan under the E-commerce Model for Agricultural Support

— A Case Study of the "Guoguo Tong" Project

Abstract

Against the backdrop of the in-depth implementation of the rural revitalization strategy, e-commerce for agricultural products has emerged as a vital pathway to promote rural economic development and increase farmers' income. This paper takes the project "Guoguo Tong – Bringing Liangshan Fruits to Thousands of Households" as the research object. Through literature review, questionnaire surveys, and in-depth interviews, it systematically analyzes the development status of the specialty fruit industry in Liangshan Prefecture and the practical pathways of the e-commerce model for agricultural support. The study finds that adopting the M2C (Manufacturer-to-Consumer) model can effectively eliminate intermediary links and reduce circulation costs. Integrating cultural and creative elements to build a brand IP helps enhance product added value. Utilizing the Internet of Things and blockchain technology to establish a traceability system strengthens consumer trust. This research provides a replicable practical paradigm for the development of agricultural product e-commerce in the context of rural revitalization and holds significant reference value for promoting the high-quality development of the specialty fruit industry in Liangshan Prefecture.