On March 30, He Jiaolong posted a message in the circle of friends that he had brought more than 20 million yuan of goods per month in the past three months. In 2021, she and her team carried 140 million yuan of goods throughout the year.
After the "accidental" popularity of the video of Cema Snow Plain, He Jiaolong was promoted from deputy county magistrate of Zhaosu County in Ili Kazakh Autonomous Prefecture to deputy director of the prefecture's Cultural and Tourism Bureau (at the level of a department) in April last year. Her e-commerce team has also developed from a "guerrilla" of three people to a "regular army" of more than 20 people.
He Jiaolong became popular because of the "Cema Snow Field" video
The "net red" cultivated by this organization continues to rise in the performance of live streaming with goods, and the e-commerce matrix behind it has gradually taken shape. To some extent, she has become the growth point of Ili's industrial economy, and the official has a longer-term planning and layout - in May last year, her online account was officially incorporated into the state-owned Ili Tourism Development and Investment Co., Ltd., which was built and operated by the team and handed over to its wholly-owned subsidiary, Yining Leyou Information Technology Co., Ltd. (hereinafter referred to as Leyou Technology).
He Jiaolong still insisted on being on the front line, shooting videos and doing live broadcasts after work, and became more and more tired. Yin Chenxi, head of Leyou Technology, told Red Star News that more and more companies, including Yili, came to the door and wanted to ask her to bring goods... After working together for more than half a year, Yin Chenxi summed up the characteristics of He Jiaolong's "two zero and four nothing": zero social networking, zero entertainment, no dividends, no commissions, no bonuses, and no holidays.
On March 31, a Red Star News reporter contacted He Jiaolong by phone, and she had a hoarse voice and struggled to speak. She said she recently had a cold and her vocal cords were permanently strained, "and the voice won't be particularly feminine anymore." She is a little worried that after this information is sent, netizens will think that they are "selling misery."
In July last year, He Jiaolong broke his ribs while filming, resulting in a pleural effusion
When she was filming in July last year, she also fell off her horse, which once again aroused widespread concern among netizens. But what is less well known is that the horse fell caused her to fracture her ribs, resulting in a pleural effusion. "I thought it wasn't much of a deal, but it got more and more painful until December (last year)."
On the night of March 30, He Jiaolong reluctantly broadcast a live broadcast, relying on two assistants in front of the camera. She did not dare to stop, and must be carefully displayed in front of netizens. She said that "net red" is a fragile term, and behind every glamorous beauty, it is gritted teeth and insisted.
Sunshine Performance:
Last year, it carried 140 million goods, and this year's monthly cargo volume exceeded 20 million
The first time he did the live broadcast, He Jiaolongtou was so nervous that he couldn't sleep at night. In order to support her, her mother spent almost 1 month of retirement and brushed her with a carnival gift worth 3,000 yuan.
For today's performance, she did not dare to imagine at that time.
He Jiaolong
In May 2020, due to the impact of the new crown epidemic, the tourism industry in Ili Prefecture was hit hard, and a large number of agricultural products were slow to sell. When the party committee and government of Ili Prefecture promoted the "model of county leaders + head live broadcast + agricultural products" to carry out e-commerce marketing activities, He Jiaolong, as the deputy county magistrate of Zhaosu County, received this "completely unfamiliar task".
She worked very hard, working in the unit during the day, and after work, she opened a live broadcast to recommend the agricultural and sideline specialties in her hometown, spent half a year, and finally achieved 500,000 fans of the account. Until November 2020, Haishar, who works at the Rong Media Center in Zhaosu County, filmed the video of the Snow Plains for her, which became popular overnight. He Jiaolong revealed that the number of views of this video exceeded 600 million, and the number of fans suddenly rose to 1 million.
For most netizens, it is a beautiful dream about a distant place. On the white and wide snow field, the heroic He Jiaolong has become a symbol of beauty.
After becoming popular, He Jiaolong, who was diligent in carrying goods, was called "the 'cargo' county magistrate on horseback" by netizens. But soon, she was promoted from deputy county magistrate of Zhaosu to deputy director of the Ili Prefecture Cultural and Tourism Bureau (at the level of a department).
He Jiaolong was on the live broadcast
Still carrying the goods, and even better. "The team used to have only 3 people, but now it has grown to more than 20 people." Yin Chenxi told Red Star News that since May last year, He Jiaolong's online account has been officially included in the state-owned Ili Tourism Development and Investment Co., Ltd., and its team construction and operation have gradually become formalized.
He Jiaolong still insists on being on the front line, shooting videos, doing live broadcasts, and is busier. "It used to be four or five live broadcasts a month, but last year it increased to at least 12 per month." Yin Chenxi introduced that at the beginning, the specialties of Yili were mainly promoted, and by last year's "Double Eleven", the products were expanded to the specialties of xinjiang, raisins, gray dates, sea buckthorn, milk, naan, camel milk powder, lavender series products... Yin Chenxi told Red Star News that many companies other than Ili have also found He Jiaolong, and they also need to bring goods and need exposure.
Under the operation and management of Leyou Technology, He Jiaolong gave full play to his influence, led other e-commerce anchors to participate, imparted experience, helped drainage, and gradually formed an e-commerce matrix. From May last year to the end of last year, other anchors and enterprises self-broadcasting achieved more than 49 million goods, He Jiaolong directly carried goods of nearly 100 million yuan, and the total number of goods carried in the whole year reached 140 million yuan.
This data is still growing rapidly, and the data just released by He Jiaolong's team shows that in the first quarter of this year, the team has achieved more than 20 million yuan per month.
"This year, it is conservatively estimated that sales will exceed 200 million yuan." Yin Chenxi told Red Star News that now that the team is becoming more and more mature, the scale of the e-commerce matrix will be further expanded.
"Internet celebrity" cadres:
Two years of a slash official, in the eyes of colleagues , "two hundred and four nothing"
In April 2021, He Jiaolong was promoted to deputy director of the Ili Prefecture Bureau of Culture and Tourism.
Before serving as deputy director of the Ili Prefecture Bureau of Culture and Tourism, He Jiaolong served as the deputy county magistrate of Zhaosu County, concurrently served as the director of the county agricultural office and the secretary of the party group of the Agricultural and Rural Bureau, and also served as the party secretary of two townships.
Ili Prefecture is rich in tourism resources and has a large jurisdiction area, and when she first came to the Cultural and Tourism Bureau to perform her duties, she had to make up for Ili's tourism knowledge and learn the tourism planning of the whole state. She is in charge of tourism promotion, tourism statistics, tourism industry development and other businesses in the bureau, with a large and cumbersome workload. But she had to take care of her daily routine within 8 hours because the schedule was packed.
Immediately after work, she seamlessly shoots videos and does live broadcasts.
"Fortunately, at the Cultural and Tourism Bureau, I was never looking for me outside of 8 hours." She still needs Haishar, who works at Zhaosu, to shoot videos of her, and often has to make an appointment with Haishar in advance and rush to the shooting location separately. Sometimes I drive for an hour or two, and finally because the video is not ideal, I have to reschedule and shoot again...
When she was still a deputy county magistrate, He Jiaolong chose to broadcast live in the morning, and the working hours in Xinjiang were 10 o'clock in the morning, and she started broadcasting at 7 o'clock, and the live broadcast was until 9:30. At that time, there were few fans and no one bought anything, so she promoted the beauty and humanistic history of Zhaosu.
Now that there are more fans, she arranges to broadcast live after work, because there is more time, and it can be broadcast live until 12 o'clock in the evening. As a result, she often stayed up until two or three o'clock in the morning the next day, and woke up early the next morning, "only sleeping four or five hours a day." ”
Yin Chenxi summed up He Jiaolong's "two zeros and four nothings": zero social, zero entertainment, no dividends, no commissions, no bonuses, and no holidays. In Yin Chenxi's view, He Jiaolong's life is work, and work is life.
In the switch between the identities of the deputy director and the Internet celebrity, He Jiaolong strives to find a balance and ensure that both jobs are done well. "I should not do less than one, and I must do better than others." She confessed that she was already standing in the spotlight and did not dare to have any flaws, "On the one hand, we must not damage the image of party members and cadres, on the other hand, we must not attract black and powder." ”
But on the Internet, there are still people who "hack" her, thinking that she is not doing her job and "not entering the stream". He Jiaolong used to feel aggrieved, but now he has immunity. "I'm not doing things for money, and I'm not doing things for fame." She said that with so many people liked her, she would insist on being herself.
Don't dare to "sell misery":
Riding videos of broken ribs, long-term live broadcast vocal cord strains
On the afternoon of March 31, when a Red Star News reporter called He Jiaolong, she was in the hospital. On the phone, she was hoarse, struggling to speak, and had a cold.
He Jiaolong's vocal cords are permanently strained, but she said that vocal cord strains are an occupational disease of an anchor, which is not surprising, "but the voice will not be particularly feminine in the future." ”
On the night of March 30, she barely managed to broadcast a live broadcast, relying on two assistants in front of the camera. She did not dare to stop, and must be carefully displayed in front of netizens. She said that "net red" is a fragile term, and behind every glamorous beauty, it is gritted teeth and insisted.
Before working with He Jiaolong, Yin Chenxi saw this "cadre net red" of Yili on the Internet and was quite proud. But he didn't imagine the effort behind it, the shots that were presented, "maybe somewhat of a show." ”
Now, he had already witnessed He Jiaolong's difficulties. When shooting together on the mountain, I felt that he Jiaolong, who was thin and weak, would be blown down by the wind at any time... She was not in good health, often went to the hospital, and everyone looked at her with pain.
"Very selfless, very hard." Like Yin Chenxi, Haishar felt the same way. For a long time, Haishar "volunteered to shoot" for He Jiaolong, until He Jiaolong was transferred to the Ili Prefecture Cultural and Tourism Bureau. Haishar said he was willing to do so because he was deeply infected by He Jiaolong.
When filming the "Pegasus Bathing River" video last July, He Jiaolong fell off his horse and fell into the water. In July, the Turks River in Zhaosu County, it was the meltwater of ice and snow, which lasted for two hours of shooting, and her teeth were frozen. But He Jiaolong said that the fall was worth it, and the fans grew by 500,000 in a straight line.
What netizens don't know is that half a year later, He Jiaolong was admitted to the hospital. Yin Chenxi told Red Star News that this time he fell off his horse, causing a rib fracture and causing a pleural effusion. "I thought it wasn't much of a deal, but it got more and more painful until December."
In Haysal's computer, there were at least three shots of He Jiaolong falling off his horse, one of which caused a fractured tail vertebrae, and he recuperated for a long time without taking a leave of absence.
For a long time, He Jiaolong and his team members did not publish these contents. Talking about his injury, He Jiaolong was quite scrupulous, afraid of "selling miserably" and worried about losing powder. He Jiaolong said she only wanted to promote Ili's tourism and agricultural specialties, and did not want to highlight individuals.
After suddenly becoming popular, she was once sincerely afraid and spent a long time to adapt to the identity of "Internet celebrity". Even now, she is still not quite sure why so many netizens like her.
She cherishes the love of netizens incomparably, and she also needs the support of netizens too much. Today, she speaks for Ili and brings goods for local enterprises, behind which at least 3,000 people are employed and more than 10,000 people increase their income.
Mission & Responsibility:
To help more people with existing resources, we must do a good job
The latest statistics also made He Jiaolong feel very pleased, she said, all the efforts are worth it. Yili is located in the frontier, many agricultural products are facing sales difficulties, e-commerce channels are undoubtedly a rare opportunity for development.
Since May last year, after the team was merged into Yili Tourism Development and Investment Co., Ltd., the travel investment company made a douyin small shop, and successively put the goods with goods into the small shop, and the sales income was directly attributed to the management of the travel investment company.
"The integration of resources has formed a cohesive development." Yin Chenxi introduced that in addition to doing some public welfare activities, the sales proceeds of the product are mainly used for team formation and operation, and in the process of continuous exploration and learning, an e-commerce matrix is gradually formed.
More and more local young people are joining the industry, and He Jiaolong actively imparts experience and uses existing resources to help more people. He Jiaolong said that there are more anchors in the local area with goods, which means that more local agricultural products can be sold. In the past six months, they have increased the number of live broadcasts and cooperated with more companies, so many local companies have hitched a ride on the e-commerce express.
"In the past, we mainly relied on participating in offline promotion meetings, but now this kind of promotion has moved online." In Yin Chenxi's view, Yili officials have always used He Jiaolong's Douyin account as a window to promote local tourism and display the sale of agricultural products. The more fans she has, the greater her role in the local economy. With the development and maturity of the e-commerce matrix, the company's ability to carry goods will also be greater.
But Yin Chenxi said that because Xinjiang is a long way away, in order to serve home and deliver to the door, freight costs should account for about 11% of sales. In addition, the sales are some primary agricultural products, the profit is very thin, although the goods are more than 20 million a month, but in addition to the freight, and then to ensure the operation of the team, basically can not make money.
"We must now force local enterprises to transform and upgrade, develop deep processing, and improve the added value of products." Yin Chenxi told Red Star News that the local government has already planned a layout, giving full play to he Jiaolong's influence, strengthening the sales matrix, and boosting industrial development.
In He Jiaolong's view, being an "internet celebrity" is already her mission and responsibility, and she must do this job well.
Red Star News reporter Yang Ling pictured according to the interviewee
Edited by Zhang Li
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