Henan Business Daily reporter Jin Ailin /Wen
"Hello everyone! I'm Sweet Potato Sister!! "Sweet potato sister" roared flat on the ground, and the afternoon sleepiness was completely gone.
"You can look at our family's steamed dried sweet potatoes, our family's dried sweet potatoes are steamed and roasted many times, and the starch of sweet potatoes is fully converted into potato sugar." A smooth introduction to its own products, including the taste and uniqueness of the products, accurately reaches the audience of dried sweet potatoes.
This famous "sweet potato sister" in Qishan Is Bai Junmin, manager of Xianglaimei Food Factory in Qishan County. Bringing goods through Taobao live broadcast has changed her life.
The "sweet potato sister" after the 70s still wants to force herself again
Wagang Town, Qishan County, belongs to the shallow hilly area, and its unique soil and climatic conditions are very suitable for the growth of sweet potatoes. Here, there are many people who have been doing sweet potato-related business for generations, and Bai Junmin, who has about 600 acres of sweet potato land at home, also jokingly calls his industry a "family business". At the beginning, Bai Junmin did not choose to inherit the family business, but chose to go to the south to work.
The sweet potatoes in Qishan are of good quality, and the sugar content, softness and hardness are moderate, but the sales channel is very narrow and the added value is not high. Whenever the dealer comes to receive the goods, the price is kept relatively low. "[Sweet potatoes] sell for more than two cents when they come down, and more than a dime when they come down." Bai Junmin said.
Can't sell such a good sweet potato? Bai Junmin, who has a "sweet potato pride", also muttered in his heart.
Working outside the home, she met a friend who made dried sweet potatoes in Fujian, and this Fujian friend's red potato business inspired Bai Junmin. Bai Junmin pulled her husband and his party and ambitiously went to Fujian to investigate. "The old people in the family are also older, and [I] always have to come back." She said. With the concern for his family and the confidence to carry forward the products of his hometown, after a year of preparation, Bai Junmin's dried sweet potatoes were officially sold in 2018.
"I want to push myself a little harder." Bai Junmin told the Henan Business Daily reporter that she was born in 1977, and now it is the age of the old and the young, and many people dare not "play" like her, but she still wants to fight again.
The outer packaging was put on the table by Via, and 2,000 orders were received in one night
Not all stories of struggle go all the way.
Bai Junmin said that in 2018, dried sweet potatoes were sold through offline channels, and friends who opened online stores have successively taken goods from me, but the overall sales are average.
In 2019, the Bureau of Commerce of Queshan County prepared to build an e-commerce service center. "After I arrived at the Commerce Bureau in early 2019, I began to plan the matter of farmers' live broadcasting, and made it one of our goals to build Qishan County into a village broadcast base county." Yuan Hezhong, director of the Commerce Bureau of Qishan County, introduced. In 2019, Qishan County became a pilot county for Taobao Live Broadcasting Village Broadcasting Base in Henan Province. ”
"E-commerce did not catch up with the outlet, and I can't miss the outlet of live broadcasting." Bai Junmin introduced that in 2019, the county trained farmer anchors, and she felt that she was very receptive to new things, so she signed up to participate in the study. However, after learning, Bai Junmin is still "three days of fishing and two days of drying the net" in the practice of the anchor. In her words, there was no motivation to support her.
On December 6, 2019, Bai Junmin remembered very clearly that this motivation came.
On this day, according to Bai Junmin, Wei Ya had a live broadcast event in Zhengzhou, as a registered local talent to participate together, at that time brought a lot of dried sweet potatoes to the live broadcast site. What she did not expect was that many people at the scene rushed to eat. During the live broadcast, Wei Ya saw the dried sweet potatoes in the live broadcast room, picked it up and tasted it, and found it very delicious. On the same day, Wei Ya brought small household appliances related goods, and dried sweet potatoes were not in the list of goods, but Wei Ya still put the packaging of dried sweet potatoes on the live broadcast stage.
At this moment, Bai Junmin's Taobao store backstage suddenly received 2,000 orders.
Bai Junmin told the Henan Business Daily reporter that the next day on the way back to Zhumadian, people from the Taobao Live Broadcasting Village Broadcasting Base called her and asked her to send samples to Zhengzhou. The samples sent to Zhengzhou were brought to Hangzhou by the person in charge of the village broadcasting base and sent to the Weiya team for selection.
"Via's 3, 2, 1, 20,000 dried sweet potatoes have been sold out, and I am already confused." Bai Junmin described the scene of Wei Ya's 2020 New Year's Eve live broadcast to the Henan Business Daily reporter, 20,000 singles, that is, 40,000 packs of dried sweet potatoes, directly sold out Bai Junmin's inventory.
"I have to do it (farmer live)!" Bai Junmin said.
"I was uncomfortable at first" to "Now I can't bloom without music on live broadcast"
"Now I can't bloom without music on live." Bai Junmin opened the laptop, played the song, and turned the volume up to the highest. On the table was the dried sweet potatoes and the data map that had been laid out long ago, and Bai Junmin adjusted the angle of the fill light and began to broadcast live enthusiastically.
It is hard to imagine that the "sweet potato sister" who can wake people up with a roar will also have a live broadcast shy time before. "I was uncomfortable facing the camera and didn't know what to say. A teacher in Xi'an went to my live broadcast room every day to encourage me and asked me to persevere, so that after more than 20 days, I became more and more skilled and comfortable. Bai Junmin now broadcasts for 3 hours a day, and even more than 8 hours a day during the epidemic.
The business of sweet potatoes is also getting better and better, and it turns out that Bai Junmin's parents can sell thousands of catties a year, and the sales volume is less than 100,000 yuan. In 2020, with the improvement of processing capacity, the daily processing of fresh potatoes can reach 20 tons, and the annual sales volume reaches more than 9 million yuan. The White Army sighed sensitively, and even the drying racks in the factory increased several times.
The long-term live broadcast of Taobao with goods, as well as the review after the live broadcast, let Bai Junmin feel a benefit, which is not only a sales channel, but also a service channel. Bai Junmin told the Henan Business Daily reporter that through live broadcasting, he can communicate with customers in real time and clearly understand what they think, which also reduces the number of complaints in Bai Junmin's store.
Not only is Bai Junmin's business good, but the whole county is broadcast through the village, and the days have also improved greatly.
According to Yuan Hezhong, director of the Commerce Bureau of Queshan County, through the joint Taobao Village Broadcasting Base to cultivate farmer anchors, on the one hand, it broadened the upward channels of agricultural products, and the e-commerce transaction volume of agricultural products reached 570 million yuan in 2020, an increase of 80% over 2019, and the efficiency of production and marketing docking was greatly improved, and only in 2021, the Spring Festival achieved 1.57 million yuan of agricultural product sales through the "Online New Year Festival" activities, not only selling fast, but also selling good prices to achieve an increase in farmers' income; on the other hand, Due to the vigorous training of farmer anchors, under the influence of the epidemic last year, 3422 new farmers were still employed locally, an increase of 73% over 2019.
The value and confusion of rural internet celebrity anchors
In addition to his own pocket bulging, the biggest change after the live broadcast of "Sweet Potato Sister" is that he feels his own value.
As the name of "Sweet Potato Sister" becomes more and more popular, Bai Junmin has also received the attention of many people. A farmer in Wagang Town, Queshan County, planted peaches that were slow to sell because of the epidemic. After Bai Junmin knew, he took the peaches of the farmer's family to the live broadcast room to sell. In 3 days, all the peaches in the 8 acres of land were sold out, and the farmers thanked Bai Junmin very much and sent her a pair of pennants.
In Bai Junmin's sweet potato workshop, there are many left-behind women and the elderly for packaging and processing. It is understood that in the factory packaging a day, the slowest can earn 60-70 yuan, the most sharp can earn more than 100 yuan. With the gradual growth of the sweet potato industry, it has also led to the employment of locals.
However, "Sweet Potato Sister" also has her own confusion. "It's really hard to keep talent in townships." Bai Junmin told the Henan Business Daily reporter that if you want to make the e-commerce live broadcast stronger and bigger, without the support of the team, it is not far away.
Bai Junmin said that he had come to find her before, and let the people who taught live broadcast skills stay in the town for more than 20 days, learned some skills, and left here. Cultivating good talents to leave is not only Bai Junmin's confusion, but also a pain point for many rural Internet celebrity anchors.
This year 618, "Sweet Potato Sister" has a small goal, that is, dried sweet potatoes sold to 50,000 singles. In the future planning, she hopes to be able to form a team of more than 10 people.
Edited by Lv Ruitian and Liu Mengge