The end of the year has arrived, the taste of the year is getting stronger, and the snack food industry belt factories in Jieyang, Guangdong Province, have also ushered in the busiest time of the year. On the national highway in Houliao Village, Puning, Jieyang, small trucks frequently enter and exit the factory gate of The Micro Ant Cloud Warehouse, loading and transporting boxes of nut fried goods piled on the ground. Entering the factory, in the warehouse covering an area of 6,000 square meters, tens of thousands of boxes of pistachios are neatly displayed. Workers in the production workshop are still picking, packing and packing non-stop.
▲In the production workshop of the micro-ant cloud warehouse, the workers are working non-stop. Zhan Zhao | photographed
"The year is approaching, and this year's livelihood, nine times out of ten, fell in the month of the year before." Lai Zuoxin, head of micro-ant cloud warehouse e-commerce, said that they have prepared about 2 million orders and about 4 million bottles of pistachios for the pinduoduo festival for many years. "Such a stock volume, but also worry about not selling enough at that time, the purchasing power driven by the New Year goods festival is too strong."
Recently, Pinduoduo joined hands with more than one million quality merchants and thousands of agricultural and sideline product brands to jointly launch the "New Year Goods Festival". Industrial belt factories such as Micro Ant Cloud Warehouse have riveted to seize the peak sales season of the "New Year Goods Festival" to bring consumers good and cheap goods and add a fire to this New Year.
The agglomeration effect of the industrial belt is remarkable, creating a high-quality supply chain
Micro Ant Cloud Warehouse is the top 1 merchant in the pistachio category on the Pinduoduo platform. Based on the data of its flagship store alone, the number of spells displayed when different links in the store is happy fruit exceeds 200,000 pieces. In the pistachio, a track with very serious homogeneous competition, it is not easy to become an "evergreen tree". Talking about the reasons why the micro-ant cloud warehouse has achieved long-term prosperity in this segment, Lai Zuoxin said the three tastes in one sentence: "It is nothing more than good quality, affordable and stable price." ”
In Lai Zuoxin's view, behind the rapid development of micro-ant cloud warehouse is the support brought to him by jieyang's entire leisure food industry.
According to Lin Shuguang, secretary general of the Puning Leisure Food Industry Association, in the entire Jieyang area, there are about 150 nut fried enterprises that have established their own brands and promoted and sold throughout the country, and there are more than 300 hundred raw material factories behind them, adding up to more than 500. Lin Shuguang believes that these hundreds of food companies have formed a agglomeration effect in Jieyang. "The upstream and downstream industries are complete, the factory production technology is mature, and the workers are skilled and stable, which are all good for the development of the local leisure food industry."
For the pistachio category, because it is rarely cultivated in China, raw materials must rely on imports from the United States, Iran and other places, which is the first difficulty restricting the development of the industry. However, in Jieyang, there are special general trading companies that provide unified and stable supply for more than 100 nut fried goods brands. Due to the large number of enterprises, the annual import volume is huge, and foreign raw material manufacturers have formed an effective guarantee in terms of quantity, quality and price.
▲Today's consumers are increasingly aware of picking high-quality pistachios. Naturally open, full-fleshed natural fruits with large grains are the most popular in the market. Zhan Zhao | photographed
However, in order to allow the public to enjoy delicious pistachios, it is not enough to have a stable and high-quality supply, how to efficiently reach consumers across the country is another key. "We sell products directly to consumers through Pinduoduo's channels, which can eliminate many intermediate transaction links and allow consumers to enjoy real benefits." Lai Zuoxin took a bottle of pistachios that had just been canned from the production line and said: "Like this bottle of pistachios, we add some logistics and packaging costs on the basis of the factory price, and can sell to consumers at a price of 12 yuan / bottle." But the same quality of things, after several turnovers, the price on the market may be close to 20 yuan, which is also the advantage of the industry belt merchants to do e-commerce. ”
For nearly two years, maritime transport has been fraught with uncertainty. In order to allow consumers to eat affordable and stable pistachios, merchants often prepare dozens of hundreds of tons of goods in the warehouse, which is a hidden cost to bear. Lai Zuoxin said: "Our prices will also fluctuate, but they are all controlled within a small range, so that consumers can buy and eat happily." ”
Help the transformation and upgrading of factories, and the people enjoy more affordable goods
In fact, the development of micro-ant cloud warehouse in Pinduoduo is not smooth. In 2020, within half a year after the company entered Pinduoduo, the order volume was unremarkable, and it was not until the "New Year Festival" at the end of last year that it ushered in an outbreak.
"At that time, our orders on Pinduoduo rose from one or two thousand '噌噌' to more than 3,000 orders at once, breaking through 10,000 orders and 50,000 orders, and the highest number of orders in one day was close to 80,000 orders." Lai Zuoxin said the outbreak caught them off guard. "So many orders mean that we have to produce nearly 160,000 bottles of pistachios in one day to meet the delivery demand, even if I stop all offline orders, there is still a capacity gap of 70,000 to 80,000 bottles."
At that time, Lai Zuoxin found a lot of local brother enterprises and suspended offline orders to help with production, which caught up with the delivery time. After recognizing the explosive power of e-commerce, he decided to transform and upgrade the factory's production line and add automated packaging machines, which increased the factory's production capacity by about double. "E-commerce platforms like Pinduoduo have forced our companies to transform and upgrade." Lai Zuoxin said so.
As the secretary general of the industry association, Lin Shuguang feels more about the impact of e-commerce. "E-commerce has also led to the transformation of the candied fruit industry in Jieyang." According to its introduction, jieyang's local candied fruit industry has a long history, and can even be traced back to hundreds of years ago. In recent years, after these "old stores" have learned about the needs of consumers through e-commerce, many companies have transformed from a low-value-added candied fruit industry to a high-value-added nut fried industry. In Lin Shuguang's view, Micro Ant Cloud Warehouse is the forerunner of local enterprises to expand the e-commerce road. Many companies are looking at them, learning from them, and also want to achieve new development in the field of e-commerce.
In order to meet the one-stop purchase needs of consumers on the Pinduoduo platform, Micro Ant Cloud Warehouse is also constantly expanding its product categories. "At present, our products cover dozens of categories of nut products and dried fruit products such as pistachios, macadamia nuts, cashew nuts, pecans, bamudan, and small white apricots." Lai Zuoxin said that in the future, he also plans to break the existing product chain and reorganize to produce some more creative products, such as oat nuts.
"This nut pack is something I love." Ms. Tong, who works alone in Shenzhen, has just ordered a nut package from the store in Wei Ant Cloud Warehouse, and her shopping list also includes snack packages, craft beers, cocktails and so on. "I just found out that Pinduoduo's 'New Year Goods Festival' has a large number of tens of billions of subsidies, and it is estimated that this year's New Year goods were bought here." According to Miss Tong's purchase records in previous years, her purchase of New Year goods costs about thousands of yuan. "There are subsidies that are not the same, just compared prices, I look at a lot of New Year goods, the price is cheaper than other platforms one or two percent."
Promote employment to achieve rural revitalization, and embark on a characteristic agricultural road
The strong purchasing power brought by Pinduoduo not only allows the industrial belt merchants to grow better, but also drives local rural employment and effectively promotes rural revitalization. Lin Shuguang said: "Taking the Jieyang leisure food industry belt as an example, about 500 factories can drive 30,000-50,000 people, many of whom are idle rural laborers, and the number of employees driven by upstream and downstream supporting enterprises is more. The data shows that the proportion of locals in some factories in Jieyang is as high as 90%, and during the Spring Festival and other tight supply periods, many villagers in the towns around the factory will also come to help pack.
▲The warehouse of the micro-ant cloud warehouse is piled with nuts for the New Year festival. Zhan Zhao | photographed
In order to allow consumers to enjoy the most affordable new year goods, Pinduoduo directly connects thousands of agricultural and sideline products industrial belts such as Jieyang snack food, such as Zigui Navel Orange, Honghu Lotus Root, Wuming Wo Mandarin, Dandong Strawberry and other landmark agricultural products. These industrial belt merchants rely on the support of the local government, the industrial chain in the region is perfect, the supply is stable, and they gradually have brand influence in the market competition. Through e-commerce platforms such as Pinduoduo, the "micro-ant cloud warehouse" is driving the development of the regional economy, and also helping more and more high-quality and high-priced products to enter the tables of thousands of households and improve the happiness index of the people.
The person in charge of the Pinduoduo Goods Festival said that the Spring Festival was originally a major festival with concentrated demand, "Farmland Cloud Spelling" further gathered the demand from the time and space dimension, docked to the industrial belt, upgraded from production and marketing docking to "production and consumption docking", which can help high-quality merchants in the industrial belt and national and even global brands to achieve explosive growth in a short period of time, and a large number of affordable and high-quality agricultural and sideline product brands have become the protagonists of the New Year Festival, helping consumers to have a good year.
Cao Zhongxiong, executive director of the New Economy Research Institute of China (Shenzhen) Comprehensive Development Research Institute, believes that the biggest role of the platform economy in rural revitalization lies in reducing the threshold for agricultural products to enter the large market through its inclusiveness, reducing intermediate links, smoothing the domestic circulation of agricultural products, and promoting the formation of a new agricultural industrial belt and promoting the digital transformation of agriculture by digital means.