Nanbaidi Village, Hanjing Town, Pucheng County, Weinan City, is an ordinary Guanzhong village. There are three old men in their early 60s in the village, who grow apples, wheat, Chinese herbs, and some also raise pigs. They had thought that this kind of stable and regular life would continue to live like this.
But young people who returned to their hometowns to start a business came to them with new ideas and changed the trajectory of their original lives. Group team, shoot video, quickly become popular on the Internet, they became the "net red" with nearly 20 million fans across the network.
People can't help but ask, what kind of spark can the old man in the countryside touch the net? What role can the net red economy play in rural revitalization?
"Sunset red" meets sunrise industry
The name of the group of 3 old men in the village is "Three Green Onions". The 3 old men are "green onion" Lu Wanrong, "two onions" Yonglan, "three onions" Lu Jianchang, 3 people are similar in age, all in their early 60s, are good friends from childhood to adulthood.
"The doll's father found me and said he wanted to shoot a video, I didn't know what a video could do, I wanted to help the doll, and so I started." Yonglan said. Subsequently, his two old buddies Lu Wanrong and Lu Jianchang, who had known each other for many years, also joined in, and the 3 of them formed a group to "debut". Before that, 3 people hardly went online, let alone heard of the "Douyin" platform.
In July 2020, Lu Jiawei, a young man in the village, returned to his hometown with enthusiasm. "I'm trying my best to organize them!" Lu Jiawei said with a smile, "Although the prospects are good, but whether we can really do a good job, I have no bottom in my heart, we have to explore in practice." With the support of his friend Wang Leihao, who knows how to shoot and can edit, the team was formed.
"We're just ordinary farmers, and we don't know how to shoot." The dolls told us word by word, this sentence to be said, that sentence to be performed. When Lu Wanrong mentioned the first shooting, he said, "It's really foreign! Sometimes I can't remember the words, and the ten-second video has to be filmed for several hours. Because the "three onions" video is filmed in a one-shot manner, any shot that fails to pass must be shot from scratch, which is not a small challenge for the 3 zero-based actors.
Lu Jianchang remembered that a short video about 3 people working each other, "big onion" and "two onions" called him home, and he hurried to jump off a small earth cliff. "When I first started shooting, either the lines were not accurate, or the expression was not in place, shooting back and forth." Lu Jianchang said that for a shot, he jumped more than 40 times from the small earth cliff.
"At first, the picture was fresh and lively. But seeing that the dolls quit their jobs and made videos every day, we also began to do this as a serious thing, and we couldn't drop the chain for the dolls! Yonglan said.
Although short video shooting has become a cause of "three onions", they have not fallen behind in farm work. "Now the degree of mechanization in the field is high, and the farmers are much easier to do farm work, which also saves us a lot of time, which is completely unaffected." Yonglan said, "We are farmers, and we can't forget anything!" ”
Seeing that videos of their lives are loved by many people, everyone is deeply inspired. "Farmers have become the protagonists of the video, allowing everyone to see the real rural culture and helping more farmers 'bring goods'." We feel that our lives have greater value! Lu Wanrong said.
Behind the "fire" is the persistence day after day
Born in 1993, Lu Jiawei previously ran a second-hand car with a friend in Xi'an, and the business was doing smoothly. After his own life was good, Lu Jiawei thought of doing something for the village. "I am particularly optimistic about the field of short videos, and after research, I found that there is very little content on rural themes, and I think there is a lot of potential in this regard." Lu Jiawei said. From July to October 2020, he returned home from Xi'an once a week, organized three uncles in the village to "test the waters" of new media, and shot a large number of short films. But at the beginning, there were very few users, and there were few fans.
Lu Jiawei decided to resign and return to his hometown to start a business. In the backyard of Nanbaidi Village Primary School, there is a row of cave-like buildings, and now some of the caves have become shooting bases, Lu Jiawei and Wang Leihao bought some coal and built a coal factory for filming. Most of the videos of "Three Shallots" were filmed here.
Every morning from 8:00 a.m. to 6:00 p.m., except for lunch and lunch break, 3 old men and 2 young people are filming videos. At night, Wang Leihao screened, edited, and published videos taken during the day.
After completion, 5 people sat together for a meeting to summarize the day's shortcomings and discuss what was shot the next day. After the 3 old men returned home, the 2 young people continued to do the operation work, almost every day until 2 or 3 o'clock in the morning.
Kung Fu pays off. A month later, they filmed a short video of persuasion, which was more than 2 million likes overnight and increased the number of fans by more than a million.
Netizen message: "Rural life carries the good memories of my childhood. "Encouraged by my grandfathers, I will study hard!" "Originally the mood was a little low today, seeing you, tomorrow is another day full of vitality ..."
Looking back on the road ahead, Lu Jiawei lamented that the secret of short videos becoming popular is to persist day after day. In the beginning, he made this choice with a stable job, and not many people understood and supported it. "Everybody thinks it's a disgraceful thing, and they don't believe I can do it." Lu Jiawei said. Without funds, Lu Jiawei paid the team half a year's salary at his own expense; without traffic, he constantly studied the network, tried new paths, and constantly reviewed and summarized. He said: "Fail, start again, don't find yourself a way out until you succeed." ”
The influencer economy in the countryside
The three old men of the "Three Onions" team also received "part-time" income from farming income. Not only that, the "three green onions" also drove the villagers to increase their income and become rich.
In a video of "Three Onions" "Uncles Personally Reveal Their Own Teams", they said that after the team was on fire, many commercial organizations asked them to bring goods, but they all refused. "This year, I helped the villagers sell some apples and sweet potatoes from their hometown." In the video, Yonglan said, "Our biggest harvest is that we have brought economic benefits to some villagers in the village. ”
"In 2020, there was a lot of rain, and the fruits in the village were slow to sell, thanks to the live broadcast of 'three green onions', which helped the villagers sell the fruits." Yan Hongbin, a cadre stationed in the village, is an "iron fan" of "three onions", "I have seen every video of them, and the 3 old men have taken very serious and interesting pictures." Two young people, from the city to the countryside to start a business, have ideas, motivation, courage, and their contributions to their hometown are obvious to all. ”
"Last year, we brought 12 villagers to work, and their annual income per household increased by 50,000 yuan." Lu Jiawei said, "Being able to earn money at the doorstep of your home is a really good thing for the villagers." ”
More and more young people working outside the country see the possibility of starting a business and finding employment in rural areas, and the return of talents has injected fresh blood into the countryside.
"In the process of team development, the local government also gave great support, providing the unused school building to the team as a shooting and office space." Lu Jiawei hopes that in the future, he will be able to expand the sales channels for agricultural and sideline products in his village and surrounding villages, promote "production" with "sales", and promote the development of rural industries. In addition, he also hopes that the "three shallots" can become a promotion ambassador and promote local agricultural and sideline products.
"The video taken by 'Three Green Onions' has played a great leading role in the construction of our village and rural civilization and industrial development." Wang Pengfei, secretary of the party branch of Nanbaidi Village, said.
Zhang Wanli, associate professor of the School of Public Policy and Management of Northwestern Polytechnical University, believes that the significance of the net red economy to rural revitalization is reflected in three aspects: rural economy, rural culture and entrepreneurship and employment. "Through short videos, more people understand the customs and idyllic scenery of rural areas, and meet people's spiritual and cultural needs." The net red economy has also expanded the breadth of employment and entrepreneurship, increasing income and production through live streaming with goods and diversified employment, so that more people can achieve entrepreneurship and employment in rural areas. Zhang Wanli said.
Source: Mass News Li Ni