Picking pomegranates, picking grapes, and pears in autumn; Eat crabs, drink tea, and beat dates. On August 21, at the end of autumn and summer, Pinduoduo timely launched the "Super Agricultural Goods Festival" with an "online duration" of 24 days, spanning the two important festivals of "Spring and Autumn Fruits" in the summer and Bailu, covering 200,000 agricultural products and more than 100,000 agriculture-related stores across the country.
From now on, from north to south, from Liaoning Panjin rice, Shandong Qingdao prawns, to Jiangxi Wannian Gong rice, Guangxi snail powder, Yunnan Menghai Pu'er tea, Binchuan soft seed pomegranate; From west to east, from Sichuan Xichang Sunshine Rose, Shaanxi Dali Winter Jujube, Zhouzhi Kiwi, to Yangtze River Delta Hairy Crab, Fujian Pinghe Grapefruit... Many high-quality agricultural products of origin will successively usher in their own sales home on Pinduoduo.
Since August 2019, Pinduoduo has held the Agricultural Goods Festival for four consecutive years, and the radiation production areas have expanded from 500 in 2019 and more than 1,100 in 2021 to nearly 2,000 today. This year, the "Super Agricultural Goods Festival" will, as always, adhere to the "zero commission" for agricultural products, leverage the support resources of channels such as tens of billions of subsidies, ten thousand groups, live broadcasts and searches, rely on the "Hundred Production Plan" positioned in the live broadcast of agricultural products and the live broadcast of agricultural assistance carried out in nearly ten counties (cities) in Hubei, Yunnan and other provinces, to stimulate the sales of advantageous agricultural production areas and enhance the reputation and influence of brand agricultural goods and landmark agricultural products.
Taking the "Super Agricultural Goods Festival" as the starting point, in the second half of the year, on the basis of "super products" such as citrus, apples and mangoes, the platform will also create a number of brand "super agricultural goods" with sales of over 100 million pieces and faster growth rates around pomegranates, grapes, kiwi fruits, hairy crabs and other categories.
Pinduoduo has held a big promotion for the agricultural goods festival for the fourth year, and users only need to open the Pinduoduo App and search for "agricultural goods festival" to enter the special page.
"Good agricultural goods must not only be produced, but also sold. We started as a farmer and promoted the large-scale 'production and consumption docking' of high-quality agricultural products with the model of 'farmland cloud spelling', which has always been the focus of the platform, and the annual agricultural goods festival is one of the effective grasps. The person in charge of the Pinduoduo Agricultural Goods Festival said that this year will invest a total of 1.5 billion resources for the Agricultural Goods Festival, support the "South Fruit and North Grain" to directly connect 880 million platform users, and help farmers, consumers and merchants share the joy of the autumn harvest.
Create a batch of "super agricultural goods"
In the summer, I saw red dates, and the autumn equinox was cleaned. In Dali, Shaanxi In late August, the winter jujube is like the writer Lu Yao described, "shining like an agate among the yellow leaves and green leaves."
"Me and the dates are ready!" At this year's Agricultural Goods Festival, 27-year-old Yang Dong once again sent him from snacks to large liddy winter dates into the main venue, bringing his parents and surrounding date farmers to the infinite expectations of the new season. Last season, he sold nearly 1 million catties of winter dates on Pinduoduo.
Xiao Yang's winter jujube has been selected for the Agricultural Goods Festival twice, not only because it is a landmark product with a thin skin and a small core. After graduating from the aircraft machinery major, he used all the skills he learned to date, and sorting these "little golden eggs" was as strict as checking the plane. "In this way, our dates can 'take off' and fly all over the country." Yang Dong said.
From the tip of the tree to the tip of the tongue, "Xichang Grapes" will land on the 4th Pinduoduo Agricultural Commodity Festival, allowing thousands of households to taste the delicious taste of sunshine roses at affordable prices. Wei Jiang | photography
In the land of Bashu, Sichuan-Chongqing mountain goods are also waiting for the blessing of the agricultural goods festival. "This year, we're ready." Xichang Grapes' this landmark involves 24 townships under the jurisdiction of Xichang City, all of which we have harvested goods or fixed gardens. As soon as the order comes, we immediately arrange for picking and shipping, ensuring that this sweet is delivered from the tip of the tree to the tip of the tongue. As an agricultural product broker, Zheng Lei sells the famous grape star in recent years, the Sunshine Rose, on Pinduoduo.
This is a kind of qingti native to Japan, which used to be rarely sold in the domestic market and was expensive. And when it was introduced to Xichang, where "God appreciates the grapes to eat", and planted in the mountainous areas with abundant light and heat resources, small temperature differences and few insect pests, it grew particularly joyfully. In recent years, with the help of the upward passage of "shopping + direct hair from the place of origin" and the resource support of tens of billions of subsidies, this Xichang grape is "sweet" out of the mountains and has become a favorite national fruit of ordinary families.
Unlike well-known production areas such as Dali, the "hometown of China's jujube towns" and Xichang, the "hometown of China's late-ripening grapes", Binchuan, Yunnan is the first time to participate in the agricultural goods festival this year. Located in the dry and hot valley of the Jinsha River, the sunshine roses produced in Binchuan are sweet and delicious; The soft-seeded pomegranates cultivated are large, of high quality and delicious taste. After sichuan huili pomegranate successfully "spelled" out of the circle, will Binchuan become the next huili? In order to help Binchuan pomegranate "sell the whole country", during the Agricultural Goods Festival, Pinduoduo will land a series of measures such as helping farmers live broadcast and tilting resources.
According to the person in charge of pinduoduo's "agricultural goods festival", the "super agricultural goods festival" is the beginning of the peak season for online sales of agricultural products in the second half of the year, taking this as a starting point, the platform will target pomegranates, grapes, kiwifruit, hairy crabs and other categories, around the landmark production areas with distinctive characteristics, stable quality and good reputation, to create a batch of "super products" with seasonal sales of more than 100 million pieces and rapid growth. Because the "spelling" model can gather and stimulate demand from the two dimensions of time and space, it is easy to appear explosive agricultural goods, by the end of 2021, the number of agricultural products with orders of 100,000+ on the Pinduoduo platform has exceeded 6,000, the number of agricultural products with single sales of more than 1 million singles has reached more than 50, and a number of "small-producing area" fruits have become national fruits.
Live broadcast of agricultural goods: solve the problem of consumer trust
On the road to creating "super agricultural goods", the live broadcast of agricultural goods is playing an increasingly important role.
"Welcome all tea friends to the live broadcast room, today is the 'Jingmai Big Tree Tea' special session." On August 19, Li Yuping in the live broadcast camera introduced Menghai Pu'er tea to netizens while holding a steaming tea cup to show everyone. Although it is currently the off-season for sales in the traditional tea industry, Li Yuping's live broadcast warehouse is hot. As the live broadcast merchants participating in the "Super Agricultural Goods Festival" for the first time this year, their team prepared a number of categories of high-quality products in advance.
Yunnan Menghai is a world-famous tea-producing town, authentic Menghai Puer, the price is much higher than the general agricultural products. "How do I get consumers to trust me?" This was once the difficulty of Li Yuping selling Pu'er online, and the live broadcast allowed her to gain the trust of users bit by bit.
After participating in the "Super Agricultural Goods Festival", Li Yuping is broadcasting live with her heart. Min Shan | photo
"At first, it wasn't easy for me to accurately pitch the product in front of the camera. I'll start with how to fill water and how to make tea. "Li Yuping believes that professional explanations will attract new customers, and high-quality products will attract repurchase." In the past, we only managed to make tea, and the sales relied on distributors everywhere, and we rarely got intuitive feedback from consumers. But through live streaming, we can quickly see the market reaction and quickly make adjustments to the product. At present, the repurchase rate of the stores operated by Li Yuping is extremely high, and the average length of stay of users in the live broadcast room is more than 1 hour.
It is understood that during the "Super Agricultural Goods Festival", Pinduoduo will tilt the support resources including live broadcast training and traffic to the live broadcast of agricultural products, and encourage more new farmers to enter the live broadcast room to display and promote products, industries and production areas, so that quality agricultural goods can be seen and trusted by more people. Among them, the "Hundred Production Plan", a live broadcast project that directly supports the origin of agricultural products, will be broadcast every day to help farmers ship in time and cash in on the joy of harvest.
"At present, popular science broadcasts that focus on knowledge popularization and personality broadcasts of human anchors are the two most popular live broadcast methods for platform users." The person in charge of the "Agricultural Goods Festival" of Pinduoduo said that in the first half of this year, the amount of agricultural products sold through the live channel was four times that of the same period last year. "During the autumn harvest, the new model of live broadcasting is applied to the harvest field, or it will 'produce' more explosive agricultural goods."
Previously, the Institute of Agricultural Information of the Chinese Academy of Agricultural Sciences released the "Analysis Report on China's Agricultural Products Online Retail Market and Key Products", which pointed out that "super products" significantly reduce the upward cost of agricultural products through intensive and large-scale supply, while the new technologies and new models of the new e-commerce platform are applied to promote the accelerated development of online retail of advantageous agricultural products, which is a new engine for giving birth to "super products".
From "First Kilometer" to "First Mile"
The Agricultural Goods Festival, Pinduoduo has been held for four sessions so far. Among the several major shopping festivals actively promoted by many domestic head e-commerce platforms, the Agricultural Goods Festival is the only e-commerce festival featuring agricultural products, which clearly reflects the characteristics of Pinduoduo from agriculture and heavy warehouse agriculture. It is reported that this year's "Super Agricultural Goods Festival" is the one that lasts for the longest number of days, and the scale of production areas and subsidies are the largest.
According to data from the National Bureau of Statistics, in recent years, the mainland's summer grain production has reached a new high, reaching 294.8 billion kilograms in the first half of this year, achieving a bumper harvest. Under the background of the normalization of epidemic prevention and control, the ballast stone role of the "three rural areas" has been further highlighted. In order to help agricultural products produce abundant and bumper harvests, as early as August 2019, Pinduoduo planned to create an e-commerce festival that truly belongs to the majority of farmers and hundreds of millions of consumers of agricultural products.
At first, relying on the model of "farmland cloud spelling", Pinduoduo launched the "first kilometer" of agricultural product sales, opening up the channel of direct origin, so that the best appreciation period for fresh agricultural goods was no longer wasted in multiple distribution and lengthy transportation. Since then, in line with the needs of consumers from "whether there is any" to "good or bad", the Pinduoduo Agricultural Goods Festival has been continuously upgraded. The supply of agricultural goods not only maintains quantity, but also maintains diversity and quality, and begins to go deep into the "one kilometer before production" to promote the cultivation of varieties of agricultural products, standardized production and quality improvement.
Xin Guosheng, a breeding adult of smoked potato No. 25, is conducting a stem tip peeling experiment. Detoxified seedlings are supplied to farmers for planting after they are bred. Small full | photo
For example, the "Super Agricultural Goods Festival" flap of the smoked potato No. 25 is a high-quality baked potato variety selected and bred by the Yantai Academy of Agricultural Sciences. "Smoked potato No. 25 uses detoxified seedlings authorized by the Yantai Academy of Agricultural Sciences. At the same time, we require growers to raise ridges, deep ploughing, mulching, and plant in a scientific way to ensure food taste and quality from the 'source'. Liu Chaoli, founder of one-acre sweet potato, said.
Qingdao prawn is another agricultural goods festival "re-supplementation" product that starts from the prenatal stage of seedlings. In the past, Qingdao's prawn industry was dominated by the local Chinese shrimp, which had a high disease rate, low yield and high price. In recent years, relying on a number of sea-related colleges and universities such as the Ocean University of China and the Yellow Sea Fisheries Research Institute, the local government has continuously increased its scientific research strength, making breakthroughs in the "stuck neck" problem of domestic shrimp fry.
In recent years, Qingdao's prawn industry has undergone a large-scale transformation from marine aquaculture to pond aquaculture, greenhouse aquaculture, and factory aquaculture. Choi In-jeong |
"Qingdao shrimp eat seafood grow up, and the bait of bamboo shrimp is generally 'sea sand', clams and other shellfish small seafood. After entering the high-speed growth period, Penaeus vannamei is fed cod meat. Cui Chenglong, a post-95 "new farmer" who supplies Qingdao prawns for the "Super Agricultural Goods Festival", said, "The environment is good, the seedlings are good, the food is good, and there is no medicine, which is an important reason for the outstanding quality of Qingdao's aquatic products represented by prawns."
In Kunshan, Jiangsu Province, the hairy crab brand that participated in the Agricultural Goods Festival for the first time this year is also paying close attention to standardized production. For example, they have realized mechanized sorting of different hairy crab specifications, two or two female crabs or three or two male crabs, and the machine can clearly distinguish them. At the same time, they introduced mechanical equipment to replace the crab baler, using ropes that meet the requirements of food grade for mechanical bundling, so as to ensure that "full weight and two feet" and the process can be traced and traced.
It is understood that in order to help agricultural science and technology innovation dock with the large market and promote the industrialization, scale, standardization and organization of agricultural production and operation, during the "Super Agricultural Goods Festival", the single subsidy of "tens of billions of subsidies" for quality agricultural products is up to close to 60 yuan, and the subsidy amount is generally more than 30%.
"In addition to this 'Super Agricultural Goods Festival', Pinduoduo will also discover, select and cultivate more potential and well-known production areas and products through long-term projects such as 'Finding Fresh China, More Good Agricultural Goods', and drive new farmers to make more small varieties into large industries, empower agricultural production with technology, and help rural revitalization." The person in charge of the Pinduoduo Agricultural Goods Festival said.
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