Three hundred days in spring and autumn, four seasons of health. Thanks to the unique natural geographical conditions, Dechang County, Liangshan Yi Autonomous Prefecture in Sichuan Province has always been a rich producer of cherries, mulberries, strawberries, loquats and other fruits. In particular, dechang County, Dezhou Town, Jiaohan Village, is affectionately known as the famous "cherry town".
In recent years, with the help of the power of e-commerce, the economic development of Dechang County has also ushered in a new peak. According to the data, in the past 2021, the GDP of Dechang County was 8.61 billion yuan, and the transaction volume of the e-commerce platform reached 750 million yuan, accounting for nearly 9%, and e-commerce has become an important force driving the local economy.
One side of the water and soil to raise one person, Chinese cherry is not worse than foreign cherry
Due to its subtropical plateau monsoon climate zone, Dechang County has an average annual total sunshine hours of 2356 hours and a frost-free period of more than 300 days. There is no heat in summer, no severe cold in winter, and there is abundant water and soil nourishment during the growth process, which naturally makes Dechang County have fresh fruits ripe and marketed almost every month. From cherry mulberries to grape mangoes, all kinds of fruits are not only the "nutritional supplements" of local people after tea and meals, but also the direct economic source of a large number of growers.
Entering the middle and early April of each year, you can see the ripening of fruit mulberries and cherries in Dechang County. Among them, as one of the most representative fruits in Dechang County, Chinese cherries have become the best of cherries with their thick skin and thin skin, delicious and sweet taste, and are deeply loved by the people in the nearby area. As a result, the county's Chinese cherry planting area has reached the level of nearly 5,000 mu, with an output of about 3,000 tons, and the Jiaohan Village at an altitude of 1400-2000 meters is its main distribution.
E-commerce has opened up new ideas for the sale of Dechang fruit, and it is necessary to go out to sell
It is said that "real gold is not afraid of red fire", but the fact is that "the aroma of wine is also afraid of the deep alley". Contrary to dechang County,which is rich in various types of fruits, the traffic environment in this area is not developed. Although the opening of the Iasi Expressway has opened a north-south passage for Dechang County, the important east-west passage is still in a closed state. Considering that the market time of cherries is usually only 20 days, and it is not easy to preserve and transport, the growers of Jiaobancun can only hand over the ripe cherries to vendors in Xichang, Chengdu and other places before 2019, and the annual income is expected to reach thousands of yuan. In addition to the cost of planting, picking, fertilizer supply, etc., the villagers do not receive much real income.
The turning point is the rise of e-commerce practitioners represented by Lai Jianfeng. At first, he just liked to post his own self-grown fruits on social platforms, but later he found business opportunities and took the express train of e-commerce sales to bring new vitality to his hometown, Lai Jianfeng, 44, admitted frankly, "I want to push the fruits of my hometown to more places." ”
After determining the goal, Lai Jianfeng began to look for an e-commerce platform for fruit sales. Due to the low threshold and large traffic, he finally opened his first store on the new platform of Pinduoduo e-commerce. In order to ensure that consumers can get a pleasant cherry buying experience, and on this basis, to further expand the sales market of the "cherry town" in Jiaobancun, Lai Jianfeng has made great efforts in cherry picking and packaging and transportation. Starting from the selection, he asked for large grains, full, no bad fruit, 8-9 ripe; starting from the picking time, for the supply provided by nearby villagers, he proposed to only harvest fresh fruits picked before 11 a.m. to avoid the situation that the fruit became soft and difficult to store after the noon direct sunlight. Finally, in the process of packaging and transportation, cherries are vacuum packed with ice packs to keep them fresh. The experience of cooperation with SF Express has also improved the timeliness of transportation.
Entering Lai Jianfeng's store "Lizhen Specialties" page, you can see that the cumulative sales volume of his store has exceeded 100,000 singles, and he has been shortlisted for many times in the "Loquat Bestseller List" and "Cherry Bestseller List", and in 2021, he won the first place in the "Loquat Best Seller List".
"Zero commission" + "farmland cloud spelling", Pinduoduo let more liangshan good fruits out of the mountains
"In the past, when doing planting, I could only rely on the strength of one person and one family to grow good fruits, and now with an e-commerce platform like Pinduoduo, I can help more growers to introduce good fruits from their hometowns to consumers across the country." Lai Jianfeng said this when talking about successful experience.
On the basis of the "petty gold" of agricultural products, Pinduoduo has recently further narrowed the distance between consumers and fruit-producing areas such as Dechang County through the "farmland cloud spelling" model. On the one hand, consumers can buy high-quality fruits at a lower price through the way of "shopping together", on the other hand, "direct hair from the place of origin" also eliminates multiple sales links, bringing more considerable benefits to local growers.
According to Li Pei, deputy director of the Dechang Bureau of Commerce, Economic Cooperation and Foreign Affairs, Dechang County's promotion of e-commerce into rural areas and mobilization of farmers to sell local specialty agricultural products online can be traced back to 2015. After entering 2017, Dechang County has also established a county-level e-commerce industry cluster under the support of the project. In order to cultivate qualified new e-commerce companies, the service system of relevant enterprise incubation, training guidance, product display, product sorting and other functions has been matched, and more than 1,600 people have been trained and guided.
In the future, Dechang County will pay more attention to the creation and construction of public brands of agricultural products, so that more consumers can understand Dechang, recognize Dechang, and fully rely on the power of e-commerce to further enhance the popularity and reputation of Dechang agricultural products, Li Pei said.