Rural e-commerce paves the fast lane of consumption
Reporter Xia Xianqing and Yang Zipei
Native products are sold to the whole country by "e-commerce high-speed rail", constantly enriching the market supply. Down-to-earth commodities are rapidly moving towards a broader market.
In recent years, handmade sweet potato flour, pot steamed buns, mille-feuille insoles, wood products and other products from the vast countryside have been common in major cities across the country. How can down-to-earth commodities quickly move towards a broader market? For a period of time, local products have been sold to the whole country on the "e-commerce high-speed rail", constantly enriching the market supply. In Xincai County, Zhumadian, Henan Province, the rapid development of e-commerce live broadcast has effectively opened up sales channels for agricultural products, enriched market supply, and become an important starting point for boosting industrial revitalization and increasing farmers' income.
The upward trend of agricultural products enriches the market supply
"Let's chop firewood and make old noodles and steamed buns, the taste of our hometown, childhood memories, and the family members who like to eat just close their eyes and enter it." No. 3 link, don't hesitate or wander, a pack of buns and a bottle of sauce, shoot one hair two, buy three get one free. In the live broadcast room of the 10s Food Co., Ltd., located in Xincai County, Zhumadian, Henan, an anchor is broadcasting live on various platforms with more than <> mobile phones. The product she recommends is the handmade pot steamed buns of Hongyang Valley, a local specialty of Xincai County.
As the first merchant to sell handmade steamed buns on the whole network, 50s Food Co., Ltd. still maintains the first sales volume on the whole network, with a repurchase rate of 10%, with nearly 40,8000 fans on the Douyin platform alone, nearly <>,<> fans on the whole network, and nearly <>,<> orders per day.
"Our improved more than 10 underground pots can steam 5,<> steamed buns a day, which can basically meet the needs of customers." Yang Gongzhao, the company's director of operations, said, "The company now adopts an online sales model, with live broadcast rooms on platforms such as Douyin, Channels, Pinduoduo, Taobao, etc., and will also adopt distribution models such as 'talent with goods', and the orders are at least dozens of times more than the offline sales in the early days of the company's establishment." The county has also given us a lot of support, and now the production is stable, the freight is cost-effective, the goods are smooth, the cost is stable, and the benefits are higher. ”
In June this year, the company's live broadcast team in the 6s won the second prize in the second live broadcast competition organized by Zhumadian City. There are more than 500 e-commerce households in Xincai County like the <>s, which have driven the county's industry to prosper and farmers to increase their income.
According to the 2023 e-commerce transaction volume data of Xincai County provided by the E-commerce Service Center of the Xincai County Bureau of Commerce, from January to September, the county's online retail sales of rural products reached 1.9 billion yuan, and the online retail sales of agricultural products reached 23.5 billion yuan.
According to the person in charge of Xincai Postal Branch, postal express comprehensively solves the marketing service system from product entry, operation and sales, parcel delivery, financial customer acquisition, etc. Relying on the "outlets + sites" model, we will create an ecosystem of "channel + delivery + finance", and achieve an income of 600 million yuan from agricultural products, more than 30 yuan from express delivery, and 300 million yuan from fast packages. As of October, the agricultural product uplink project has achieved a total of 10,20 shipments.
The local "big V" stimulates the vitality of consumption
"Don't hesitate the family members in the live broadcast room, let's hurry up if you don't shoot, the opportunity is not every day, you should shoot when you should shoot, and the following goods are ready for everyone..." Pouring the sweet potato starch into the container, adding water and thickening, and putting the kneaded dough into a funnel, a worker picked up a wooden hammer wrapped in gauze and kept hammering the dough, and the dough flowed down the dozens of holes under the funnel, and the wisps of it slid into the boiling water of the big iron pot, completing the gorgeous transformation from sweet potatoes to vermicelli.
After cooking, cooling, draining, and drying, after cutting, baling, and packing, Xincai's traditional agricultural product, sweet potato vermicelli, is completed.
Wang Feng, the person in charge of Guyun Food Co., Ltd., stood in the workshop, directing the workers to work while checking the sales data in the mobile phone live broadcast room. By 4 o'clock in the afternoon of the same day, through the company's e-commerce platform sales and local Internet celebrity bloggers live broadcast goods, the company has sold more than 5 orders of 300 kg of vermicelli products, with a turnover of nearly 2,<> yuan.
In the past two years, Wang Feng's company has begun to transform into "electricity" on the "Internet", and has adopted the form of live broadcast to sell agricultural products, and has achieved good results. This year, more than 1,50 orders of sweet potato vermicelli alone have been sold, with sales of more than 11,<> yuan. During the "Double <>" period, Wang Feng's agricultural products sweet potato vermicelli were sold online hot, not only to meet the market demand of the county, but also exported to all parts of the country through e-commerce.
Chen Chen, who lives in Yangzhuang Township, Xincai County, came to Wang Feng's company with his mother. In the vermicelli production workshop, when Chen Chen turned on his mobile phone and broadcast the process of his mother helping to produce vermicelli, more than 3000,<> fans instantly poured into the live broadcast room.
"Hurry up and let the boss link up, I want to place an order." When packing the vermicelli, don't forget to pretend to be the sauce beans sent by the boss..."Seeing the real scene of the production workshop and feeling the sincerity of the manufacturer's "buy one get one free", fans were enthusiastic and placed orders to buy vermicelli in the live broadcast room.
Chen Chen graduated from Zhengzhou Business School and entered the Internet industry when he chose his employment direction after graduation. Encouraged by various policies to cultivate e-commerce talents in Xincai County, he registered a live broadcast account, focusing on the theme of "three rural", focusing on the people around him, and recording his happy life in the countryside with his mobile phone. At present, his account has 79,3 followers.
In addition to continuing to photograph daily life and keep the account active, Xiao Chen and his mother also helped local agricultural product manufacturers bring goods, told the story of Xincai's agricultural products through their mobile phones, and promoted and recommended local high-quality agricultural products. Up to now, in the commodity window brought by Xiao Chen, only 5,5333 single items of Xincai's specialty sweet potato vermicelli have been sold, and the sales volume has exceeded 56,8 yuan at 30.<> yuan per order.
Xincai County has incubated and cultivated nearly 1,000 anchors with agricultural products such as "Fangyuan Team" and "Laughing Plum" with more than one million fans. While continuing to create content, they have helped the sales of local agricultural products and become a "new force" for rural revitalization.
Policies have been increased to smooth service channels
In the rolling wave of e-commerce economy, Xincai County actively responded to the development strategies of "rural revitalization" and "e-commerce to help agriculture", deployed and implemented the work of "e-commerce into rural areas" in advance, actively explored and integrated local network resources, and built a new e-commerce platform that is empowered by the government, produced by enterprises, brought by anchors, smoothly flowed and benefited by the masses.
Relying on the "smooth road network", Xincai County continues to improve the county and rural logistics and distribution system, develop new models such as instant retail and joint distribution, innovate consumption scenarios, and stimulate consumption potential. The development of logistics at the county, township and village levels has been gradually improved, the speed of logistics distribution has been significantly improved, and the cold chain logistics of agricultural products has developed completely, laying a solid foundation for the smooth "going out" of agricultural products. Xincai also gives full play to the unique advantages of the postal "four-in-one", focuses on the "original origin", integrates the county's characteristic agricultural products and rural cooperatives of various scales, carries out in-depth "local + platform" data analysis, establishes a "farmer + customer" database, and comprehensively creates a marketing matrix combining "postal self-owned platforms and major e-commerce platforms + private domain traffic", so as to expand the scale of agricultural products entering the city.
By organizing activities such as e-commerce live broadcast competitions, online live streaming of agricultural products, and rural e-commerce exchanges, Xincai accelerates the cultivation of outstanding e-commerce live broadcast talents and promotes the healthy development of live broadcast e-commerce in the county. Relying on the county-level e-commerce incubation industrial park, the county will conduct training openly and free of charge. Carry out key training for qualified poor villages, regularly hold e-commerce skill improvement training courses, and the course arrangement is gradual and the number of e-commerce employment and entrepreneurship has increased steadily.
Since the beginning of this year, 608 people have been trained locally, and more than 200 people have obtained the professional skill level certificate of e-commerce engineer. "I used to think that opening an online store was something that people in the city did, but we couldn't do it, and I didn't expect that the things we grew could be sold online, and it was still very popular. After listening to the teacher's class, I felt that I could also be the boss. It's good to have free training and guidance from teachers in the county where you don't understand! I'm going to try opening an online store. At this year's e-commerce training meeting, Li Xiaoyu, a villager in Genglou Village, Jinshi Street, Xincai County, said.
It is understood that Xincai County will improve the construction of rural e-commerce and express logistics distribution system, vigorously develop express delivery into rural areas, common distribution, solve the bottleneck of the "last kilometer" of agricultural products, and let local specialties go to a broader world. (Economic Times)