Centennial Fruit flew from the northeast border city to the whole country through the new e-commerce

"When will the apple and pear be on it?"

Whenever the apple pear is about to be listed, the Pinduoduo online store Alari Township Folk Customs Museum run by Yanbian merchant Jin Qingxue can always hear such a "urging" sound. After five years of e-commerce business, Jin Qingxue, who specializes in selling various types of Yanbian agricultural products, did not expect that the first "out of the circle" commodity in the online store was actually the fruit that the hometown people are most accustomed to - apple pear!

Apple pear, one of the most important agricultural industries in Longjing City, Yanbian Prefecture, Jilin Province, is also one of the most distinctive agricultural products in Yanbian Prefecture. But in the northeast region, especially outside Yanbian, people's impression of apples and pears can only be described in three words - do not know.

The embarrassing situation of the development of the apple and pear industry was unexpectedly broken due to the intervention of e-commerce. In 2017, after Longjing City was rated as a national e-commerce into the rural comprehensive demonstration county, more and more fruit farmers and merchants sold apples and pears through e-commerce channels, and the once unknown apples and pears were completely "out of the circle" and became the "favorite" of many consumers in the north and south of the world.

Centenarian fruit "electrocution" out of the circle

In the autumn season, walking into Longjing City, Yanbian Prefecture, I saw that in the orchards of every household, the pieces of fruit trees were hung high and low with heavy apples and pears, and the air seemed to be filled with sweet fruit aromas.

Longjing City is a veritable "apple and pear town". In 1921, Cui Changhao, a small village in Laotougou, Longjing City, Yanbian Prefecture, grafted 6 scion brought from abroad to the local pear rootstock to cultivate a new variety of apple pear. After 100 years of development, the planting scale of Longjing apple pear has developed from the initial three fruit trees to today's 10,000 acres of orchards. This year, Longjing apples and pears are harvested, and the output is expected to reach 20,000 tons.

With such a large output, how to solve the sales problem? Longjing fruit farmers after the "electric shock" are not worried.

"Our apples and pears are not worried about selling," Lee said. He is an expert in apple and pear cultivation in Longjing. In the celebration of the 100th anniversary of The cultivation of apples and pears in Yanbian, he was also awarded the title of "Apple and Pear Master" by Longjing City.

Li Mingxie explained that Longjing apple pear is sweet and sour, delicious and juicy, and in recent years, many fruit farmers have also developed selenium-rich apple pears, which makes Longjing apples and pears have a strong competitiveness in the market. With the e-commerce channel, the sales area of Longjing apples and pears is no longer limited to Yanbian Prefecture and surrounding areas, but expanded to all parts of the country, and the market opened up at once.

The apples and pears of Li Mingxie's family are sold through Jin Qingxue's Pinduoduo online store.

At 9:00 a.m. on October 27, in the storage area of Yanbian Jinyuan Maofeng Science and Technology Development Company operated by Jinqingxue, fresh apples and pears have been packed, and the staff is busy checking orders, packing boxes, and pasting waybills... Soon, these apple pears will be sent to consumers everywhere by courier.

In the peak season of apple and pear picking, such busyness is accustomed to Jin Qingxue and the company's employees. Looking at the boxes of neatly arranged apples and pears in front of him, Jin Qingxue said with great emotion: "At the beginning, I could only sell twenty or thirty orders per month, and most of them were ordered by acquaintances. Now, my own online store alone can sell nearly 100 tons of apples and pears a year. Longjing apple pear is really going out. ”

Tai Yu, manager of the Yanbian prefecture e-commerce operation center of YanbianZhou Branch of China Post Express Logistics Co., Ltd., felt more intuitively: "In recent years, apple pear sales have continued to rise, with an increase of 30% to 50% per year. Now, during the peak season of apple and pear sales, the company's sunrise orders can reach 500 to 800 orders. ”

Longjing fruit farmers who strive to "discharge"

The successful "out of the circle" of Longjing apples and pears is not only because Longjing people stand on the "new outlet" of the era of vigorous development of e-commerce, but also inseparable from their own painstaking management.

On October 27th, I walked into the Longjing Fruit Tree Farm and saw apple and pear trees on the hillside. In the warehouse opposite the orchard, a dozen or so workers are skillfully sorting, packing and carrying apples and pears; several boxes of different styles are neatly arranged on the side of the warehouse.

"My apples and pears have long been sold online." Yin Longfan, the head of the farm who has been "dealing" with apples and pears for more than 30 years, is one of the first batch of fruit farmers in Longjing to contact online sales. "Electrocution" for many years, Yin Longfan not only has a group of loyal fans, but also constantly learns packaging design and e-commerce operations.

"Apple pear packaging is divided into two types: family pack and gift box. The most important thing about family wear is that it is affordable. The gift box should be atmospheric, delicate, and the portions should be moderate. Yin Longfan casually picked up a packaging gift box and said proudly, "This gift box was specially designed by international students who were designed by design majors, and the apple and pear patterns on it were all hand-painted." Isn't it very high-grade to watch? ”

Jin Qingxue believes that his apple and pear business can get better and better, which is inseparable from the "blessing" of the new e-commerce platform. "Our apples and pears are mainly sold to Jiangsu, Zhejiang and Shanghai regions and some first- and second-tier cities. It is amazing that Pinduoduo's agricultural products, especially fruits, 'go' very fast. Jin Qingxue summarized the reasons into two points, one is that the consumer group of Pinduoduo and the target consumer group of the online store are highly compatible. Another point is that Pinduoduo's original "farmland cloud spelling" model, fission is fast, the single poly is rapid, the origin is direct, the intermediate links are minimized, the cost of sales is reduced, and both merchants and consumers can benefit from it.

In Longjing City, there are not a few people like Jin Qingxue, Li Mingxie and Yin Longfan who actively embrace e-commerce and send apples and pears to the "cloud". In this border town in the east of Jilin Province, people are more and more aware of the huge role of e-commerce platforms and are committed to maximizing this force. It also includes many entrepreneurs who have returned to their hometowns.

Bu Jiahao, operation manager of Longjing Hailanjiang Pan-E-commerce Industry Service Co., Ltd., is one of them.

Before joining "Highland River", Bu Jiahao had many years of experience in "North Drift" and accumulated rich experience in e-commerce operations. At that time, whenever the family mailed apples and pears to him, colleagues around him rushed to taste them. This scene made Bu Jiahao remember deeply, and even directly "contributed" to his first entrepreneurship - opening an online store on the e-commerce platform to sell hometown specialties such as apples and pears.

After returning to Longjing, just like he wanted to take better care of his parents, Bu Jiahao also hoped to use his skills to do something for his hometown. His company is mainly responsible for operating the Highland River Pan-E-commerce Industrial Park, providing enterprises with one-stop management of live streaming with goods, cloud warehouse delivery to after-sales customer service.

In 2020, Jilin Province suffered a rare low-temperature rain, snow and ice disaster, coupled with the impact of the epidemic, Longjing apples and pears faced great sales pressure. In order to help the growers tide over the difficulties, Bu Jiahao's team started a free live broadcast with goods. After a few live broadcasts, thousands of boxes of apples and pears were sold out. This amazes businesses and growers who ask for help.

This year, after careful inspection, the team selected a fruit farmer to help, and the two sides signed a contract to set a sales volume of 6,000 orders. The fruit grower who was helped was happy and broken - at this time, he and the apples and pears of the fruit grower friends around him were not worried about selling!

Bu Jiahao is also full of confidence. It turned out that as early as before the apple pear was listed, many netizens left messages in the live broadcast room, asking about the shelf time of the apple pear, and waiting for the purchase of apple pears.

Yanbian culture with accidental fire

Longjing apple pear has such a good "electrocution" effect, and the local government and enterprises strive to create a good development environment.

With the help of Longjing City's "Dongfeng" awarded the national e-commerce into rural comprehensive demonstration county, Longjing City established the Longjing E-commerce Service Center and the E-commerce Association, built the Hailanjiang Pan-E-commerce Industrial Park, and gave specific guidance to apple and pear enterprises and fruit farmers in online shopping and quality control. Widely invite Yanbian "net red" live streaming with goods. The head of the e-commerce section of the Longjing Municipal Bureau of Commerce said sharply: "With the help of the local e-commerce sales platform in Longjing, this year has helped enterprises and fruit farmers sell more than 300,000 catties of apples and pears. ”

China Post Express Logistics Co., Ltd. Yanbianzhou Branch has built a 2,600-square-meter warehousing center to provide enterprises with one-stop services such as warehousing, office and packaging free of charge. In the future, in order to meet the transportation and storage needs of Yanbian agricultural products such as apples and pears, the company will also establish a cold storage of 200 square meters.

Li Mingxie and Jin Qingxue and other apple pear "mother's family" are planning to do large-scale deep processing and extend the sales period of apple pears - through the research and development and production of dried apple pears, apple pear jam, apple pear cake and other deep processing products, so that apple pears can be "picked in one season and sold throughout the year".

Talking about the most impressive thing in the process of "electrocution" of apple pears, Jin Qingxue and Bu Jiahao both said that it was a change in consumer cognition. At the beginning, many people were unfamiliar with apple pears, and "whether apples and pears are apples or pears" is the most concerned question for everyone. With the sales of apple pears on the e-commerce platform, more and more consumers understand and recognize Longjing apple pears, and even understand the history and culture of Longjing and Yanbian.

"It feels like we're not only selling apples and pears, but we're also promoting the history and culture of Yanbian." In Jin Qingxue's view, this is a happier thing than making money.