Innovative Operation Ideas of Guangxi Agricultural Assistance Platform from a Demand-Side Orientation: A Case Study of "Mang Xiaozhong"

Abstract

In recent years, with the deep penetration of the digital economy into rural areas and the rapid development of agricultural e-commerce in Guangxi, the demand-side oriented agricultural assistance model has emerged as an innovative form of agricultural product circulation. In response to problems in the upward distribution of characteristic agricultural products in Guangxi—including disconnection between production and marketing, high loss in circulation links, difficulties in brand transformation, and seasonal capital shortage at the production end—the "Mang Xiaozhong" platform constructs four interconnected operation strategies: customized pre-sale, two-way exchange among production areas, rule-based trust design, and consumer-side pre-purchase crowdfunding. These strategies adapt to the industrial reality of decentralized smallholder production and staggered listing of multiple categories in Guangxi. The research shows that the demand-side oriented, asset-light third-party service model can address the practical bottlenecks of county-level agricultural assistance e-commerce in Guangxi, and has reference value for the construction of similar platforms.