"The year is approaching, and this year's livelihood, nine times out of ten, fell in the month of the year before." The month before the Spring Festival is a critical period for Lai Zuo's new performance, workers take shifts to select and sort nuts, and tens of thousands of boxes of pistachios are stacked in warehouses to prepare for the online New Year festival. It is understood that there are more than 150 brand nut fried enterprises and more than 300 raw material factories in Jieyang, where he is located, which is already a well-known leisure snack industry belt in Guangdong Province.
As the head of the company's e-commerce, this is Lai Zuoxin's second preparation for the New Year Festival. Last year, after turning online to open a store in Pinduoduo, it achieved a big outbreak by borrowing the New Year Goods Festival, with more than 80,000 orders a day at its peak, and had to find a brother factory to help. This year, he has prepared about 2 million orders and more than 4 million bottles of pistachios for the Many Years Festival. "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."
As the Spring Festival approaches, Nandu reporters comb the data of the e-commerce platform and visit the field to find that as more and more new farmers turn online, with the help of e-commerce to sell the agricultural and sideline products of origin to the whole country, Dandong strawberries, Hengzhou corn, Yongchang mutton, Hubei lotus root, Jieyang pistachios and other special products distributed along the high-speed rail line, landmark agricultural goods constitute the "New Year goods high-speed rail", sales soared at the same time became the explosive New Year goods this year's Spring Festival.
The "New Year Goods High-speed Railway" loaded with landmark agricultural products Drafted: Li Bei
Nut industry belt transformation line Farmers in Hengzhou, Guangxi province, came to Guangdong to dig for gold
In Jieyang, Guangdong, the "Lingnan Water City", snack food is one of the key industries in Puning and Jiexi, and the New Year Festival has become the busiest sales season in the region. Taking pistachios as an example, because only a small amount of cultivation in Xinjiang, raw materials and fruits are mainly imported by the United States, Iran and other countries. The harvest period for American pistachios is from October to December each year. After they crossed the ocean and went straight to Jieyang, Lai Zuo's new team immediately baked, packed, packed, and shipped.
In 2020, he settled in Pinduoduo, and in the first six months, the order volume was not large. It was not until last year's "New Year's Festival" that it ushered in an outbreak. "The order suddenly exceeded 3,000, and then to 10,000 and 50,000 orders, and the highest time was nearly 80,000 orders a day." Lai Zuoxin said that so many orders, must produce nearly 160,000 bottles of pistachios in one day to meet the delivery demand, even if the offline orders are stopped, there is still a gap in the production capacity of 70,000 to 80,000 bottles.
In the end, Lai Zuoxin found a lot of brother companies to help, only to catch 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. At present, his store 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 Xuwen, at the southern tip of Guangdong, corn growers also ushered in the peak season of shipments. During the visit, the Nandu reporter learned that buyers from Guangxi had come to Xuwen to check the growth of corn, and farmers seized the time to harvest corn at night to ensure the supply of agricultural products during the Spring Festival. Qin Zongnuan, who came from Guangxi to buy corn, told Nandu reporters that online is an important channel for fresh corn sales, and the number of orders in a single day during the platform promotion period exceeded 5,000.
Sweet corn has formed an industry. Photo by Liu Wei
The "hometown of Sweet Corn in China" was originally located in Hengzhou City, Guangxi, but the Nandu reporter found that in the peak sales season before the Spring Festival, the entrepreneurial youth who rushed to Guangdong to harvest corn came from Hengzhou, Guangxi. It is understood that "sweet corn is one of the pillar industries in Hengzhou, and the temperature requirements are higher." However, due to the low temperature in the local winter and the high cost of land rent, as early as more than a decade ago, the people of Hengzhou, Guangxi Province, began to develop planting bases in Zhanjiang, Huizhou and other places, and planted the fourth corn in April every year.
Dandong strawberry adult goods explosion Yongchang lamb sold to the whole country
Strawberries, which are in the peak sales season, are the fruits of the Spring Festival in recent years. Dandong Donggang is the largest strawberry production base in the mainland, and the authentic Dandong strawberry scientific name is "Hongyan". Every year in December, the biggest strawberry sales season is coming, and strawberry growers and merchants in Donggang are busy, seizing the Spring Festival, and this sales season is half successful.
Previously, Donggang strawberries were mainly exported and have not been exported to the whole country. Ma Tingdong, a local farmer, found that exports could only be sold to processing plants, and small and scattered growers had no pricing power. To combat market risks and fight for pricing discourse, he could not do it alone, so he decided to unite growers and set up cooperatives.
But what he wasn't sure was whether a dozen pounds of strawberries would be bought. With the development of the economy, Ma Tingdong felt this change, 15 yuan a pound of strawberries sold in Shenyang supermarket, "the queue is long, more than 20 stores let us supply, can not supply." ”
Every strawberry needs to be weighed to meet e-commerce platform standards. Photo by Su Zhaoyang
Donggang strawberries are on fire, but only limited to the local market in Liaoning, how to fire to the whole country? In addition to controlling the quality of strawberries and improving planting technology, with the help of e-commerce, Dandong strawberries, which were previously sold as far as Shenyang supermarkets, can now be sold directly to consumers across the country in 8 hours. Wang Qiu, the "second generation of farmers" in Donggang, was selected for the Pinduoduo Ten Billion Subsidy New Year Festival this year, and their rareberry good fruit fresh flagship store once rushed to the first place in the strawberry best-seller list. Entering the 10 billion subsidy Festival also means winning the Oscar of the agricultural product industry.
In addition to strawberries, for many producers of agricultural and sideline products, whether the New Year Festival can be sold well determines to a considerable extent whether the year can be abundant. In Yongchang County, Jinchang City, Gansu Province, meat and sheep breeding is a pillar industry and a prosperous industry in the local area. These free-range lambs, which "eat hundreds of herbs and travel thousands of miles", are mellow and fragrant, have no smell, and are national geographical indication products.
"Our lamb can be sold from October of that year to March of the following year, but the most critical sales node is the New Year Festival. For most of this month, it sold well, and every day was 11.11. Selling badly, that is, killing pigs and slaughtering sheep 'worried' for the New Year, is 'sad' not 'reward'. Zhou Feng, sales director of xiyuan meat joint factory, a local meat and sheep processing leader, said.
In the past, the Yongchang meat and sheep industry has long faced the embarrassment of large quantity but small scale, good quality but no brand, and no good price. In recent years, the blockage point of meat and sheep upward has gradually been dredged by e-commerce. As mobile phones turn into "new agricultural tools" and live broadcasts become "new agricultural work", local new farmers set up live broadcast rooms on the vast pastures, outside the glass curtain wall, and the sheep ran around the mountain; inside the curtain wall, the anchor said that it was energetic, and the users bought hot.
The anchor is broadcasting Yongchang lamb live. Screenshot of the live broadcast room of the New Year Festival
It is understood that with the help of the high-speed channel of "live broadcast + shopping + direct hair from the place of origin", the Jinchang mutton with a unit price of 10 pounds and 300 yuan has become the most popular explosive lamb on the Pinduoduo platform. During the Spring Festival, stewing a pot of lamb soup and frying a few pieces of lamb chops are popular among consumers in Jiangsu, Zhejiang and Shanghai.
Foreign New Year goods Spring Festival is popular Che Lizi dominates the list
In recent years, the consumption of new year goods in first-tier cities such as Beijing, Shanghai and Guangzhou and the vast countryside has changed from scattered offline procurement to centralized online shopping, and the "New Year Goods Festival" of e-commerce platforms has become more and more prosperous, and the scope of New Year goods covered has become more and more extensive. The supply of New Year goods is no longer just for families to find "the taste of mother" and "taste of hometown", but also for people who have been busy for a year to find "good taste from all over the world and even around the world".
"Foreign New Year goods" on all continents. Draft: Li Bei
Every spring festival, Chelizi will be on the best-selling list of various e-commerce platforms, and Chelizi, which outputs annual hot words such as "Chelizi Freedom", is one of them. It is understood that based on the short supply chain model jointly created by the Chilean Cherry Committee and Pinduoduo, at present, Chilean cherries that arrive in Shanghai or other port cities by sea, air transport, etc., do not need to go through multiple distribution or lengthy transportation, and platform merchants can directly sort and ship from the nearest warehouse.
"Freshness is the life of cherries, and we hope to use the cross-border high-speed channel of 'Chilean orchards directly to Chinese family fruit baskets' to provide Chinese consumers with the 'ultimate' cherries with straight hair and fresh drops." Wu De, Chilean commercial consul in Shanghai, said earlier.
Pinduoduo platform data shows that pistachios in the United States, cherries in Chile, kiwifruit in New Zealand, peony shrimp in Canada, king salmon in New Zealand, Arctic cod in Norway, and Ginador oysters in France are also popular.
The epidemic has changed consumption habits Pre-made dishes are the new favorite of adult goods
Under the influence of the "home economy" and the epidemic, pre-made dishes such as Buddha jumping off the wall, pork belly chicken, and braised lion's head have become the new favorites of consumers. These processed or semi-finished products can be eaten when they are heated at home, and can be quickly pieced together to create a table of Chinese New Year's Eve rice, which is regarded as a new outlet. Before the Spring Festival this year, prefabricated dishes were not only on fire, but also A-share prefabricated vegetable concept stocks frequently set off a rising tide, and relevant companies such as Guolian Aquatic Products and Delis rose sharply or even rose and stopped.
"In order to make users eat better, we recently put a special black tiger shrimp on the shelves. This variety is cooked and served to the table in a festive atmosphere. The relevant person in charge of the domestic aquatic food leader Guolian Aquatic Products said that in addition to core products such as fresh shrimp and shrimp, Guolian Aquatic Products also increased the supply of prefabricated dishes with fish, shrimp and other seafood as the main raw materials during the New Year Festival, and the stock volume was double that of daily inventory.
According to the data of Pinduoduo Platform, guolian aquatic products such as golden soup sauerkraut fish and crystal shrimp dumplings are the platform's annual hot products. The changes in dining habits brought about by the epidemic have accelerated the popularity of pre-made dishes, and "simple cooking can be eaten" pre-made dishes have increasingly become the "New Year's goods" that are highly sought after by young consumers.
Producer: Nandu Business Data News Department Editorial: Nandu reporter Huang Pei