In order to help local quality agricultural goods out of the mountains, byte Rural Plan's agricultural assistance project "Mountain Goods on the Headlines" launched a 24-day "Winter Mountain Goods Festival" activity, promoting the agricultural specialties of 111 counties and cities to go to the whole country through Douyin e-commerce. On January 18, Douyin E-commerce released the "Winter Mountain Goods Festival" data report. According to the data, the platform helped sell a total of 5.473 million agricultural goods during the event, consumers in first-tier cities became the main buyer, and local agricultural specialties such as Guangxi crisp persimmons, Korean spicy cabbage, and Shandong jellyfish were quite popular.
During the "Winter Mountain Goods Festival", Douyin e-commerce gave full play to the characteristics of interest in e-commerce, launched topics such as "Mountain Goods on the Headlines" and "Winter Mountain Goods Festival", encouraging new farmers and users everywhere to create high-quality content, showing the agricultural affairs and local feelings behind the agricultural specialties in their hometowns. Among them, the short video of the headline topic on the mountain goods reached 1.44 billion times, and more than 9,000 creators participated in sharing the hometown mountain goods.
Local agricultural products are popular, and interest in e-commerce helps shape regional agricultural brands
Representative agricultural specialties from all over the world were quite popular during the event, and regional agricultural brands continued to expand their market awareness and influence under the promotion of short videos and live broadcasts. According to the data, the "Winter Mountain Goods Festival" sold 3149 kinds of agricultural goods, and Guangxi crisp persimmons, Korean spicy cabbage, Shandong jellyfish, Fujian yellow croaker and Shaanxi kiwifruit led the sales. In 24 days, a total of 1.796 million kilograms of Guangxi crispy persimmons were sold to various places, and the spicy cabbage sold was equivalent to digesting the cabbage production of 110 acres of land, 625,000 kilograms of Shandong jellyfish, 494,000 Fujian giant yellow croakers, and 120 tons of Shaanxi kiwifruit on the table of thousands of households.
In addition, Inner Mongolia's sauced beef, mutton intestines, Gansu's Jingning apples, Minqin ginseng fruits, Shanxi's crisp and sweet red Fuji, Chen vinegar, Qinghai's lamb ribs, yak steak, Yunnan's mushroom soup buns, fruit corn, Anhui's stinky mandarin fish, butter chicken, etc., are all sold well, and the delicious agricultural specialties of Tiannanhaibei gathered on Douyin E-commerce.
Behind the rise of 5.473 million agricultural goods is the help of 3.9 million consumers. According to statistics, during the "Winter Mountain Goods Festival", consumers in Beijing, Shanghai and Shenzhen bought the most agricultural goods, ranking among the top three in the country, followed by consumers in Suzhou and Hangzhou. The agricultural products scattered in the fields have gone to the consumer markets of first- and second-tier cities through interest in e-commerce.
Going deep into villages and counties to help farmers, sales of citrus, honeydew potatoes, and garlic have doubled
In order to more accurately help the local agricultural goods production and marketing docking, Douyin e-commerce fresh business personnel have repeatedly traveled to Guangxi Baise Tiandong County, Henan Kaifeng Wanlong Township and other villages to investigate and support local fruit and vegetable planting, e-commerce foundation, new farmers' ability to carry goods, after-sales protection and so on. According to statistics, during the event, the sales volume of oranges in Guangxi Baise Tiandong County increased by 422% year-on-year, of which only the county merchants @ Nongpai Sanshu Fruit Base sold about 35 tons of oranges; Henan Kaifeng Wanlong Township honey potato sales increased by 205% year-on-year, Wanlong Township new merchants @ Kaifeng honey potatoes sold 16,000 single honey potatoes under the support of the platform, equivalent to the local production of 30-35 acres of land. Farmers grow their own oranges and sweet potatoes to borrow e-commerce to efficiently go out of the village and enter the city.
It is reported that in the past year, Douyin e-commerce has helped sell a total of 1.793 million agricultural specialties, and more and more local agricultural products have expanded the market increment with the help of the platform. In the 24 days since the launch of the Mountain Goods Festival, the sales of Anhui Huangshan stinky mandarin fish have increased by 582% month-on-month, and the sales of Yunnan purple-skinned single-headed garlic and Xinjiang Aksu ice candy heart apples have also increased by 434% and 216% respectively.
There are many high-quality new farmers emerging in The Douyin e-commerce has helped the hometown good things to be seen and recognized by more people: Tian Xiaoyu, the creator of @ Xiaotian Girl Mushroom Cooperative, is a post-95, she can sell more than 600,000 packs of mushroom soup bags in Pingnan, Fujian Province, every month, helping many farmers to double their income; returning youth @ MaGongzuo Hengzhang Soil Honey During the "Mountain Goods Festival" walked into the official live broadcast room of Douyin Mall to introduce the native honey of her hometown to the majority of netizens; migrant sister @ Chuanxiang Qiuyue returned to her hometown to start a business. She sold sichuan alpine radishes through live broadcasting, and led farmers to plant, and the income per mu of land increased by 5 times; @ Guojiangnan Creator Lei Ji took the initiative to resign and return to his hometown after many years of being a programmer in Beijing, sharing fruit knowledge with Douyin, Shaanxi kiwi fruit can sell millions of pounds a month in the peak season; Ding Lang, a middle-aged huiqian entrepreneur, showed the beauty of Guizhou countryside and mountain goods through @ Qiandong Farmhouse, and a video once sold 20,000 pounds of purple potatoes.
The "Mountain Goods on The Headlines" project, jointly created by Douyin E-commerce and ByteDance Public Welfare, will not only promote the docking of production and marketing of high-quality agricultural goods, go out of the village and enter the city, but also continue to help new farmers and merchants grow everywhere and further help rural development from the source.
Text/Beijing Youth Daily reporter Wen Jing
Editor/Fan Hongwei