In April 2015, the new e-commerce platform Pinduoduo was launched; In December of the same year, Qin Zhaoyong, the "second generation of Fruit" of Pujiang, signed a business agreement to settle in Pinduoduo. Seven years later, Pinduoduo has become the largest uplink platform for agricultural products in China, and Qin Zhaoyong's store "Pujiang Four Seasons Orchard" has grown with the development of the platform, and the Pujiang geographical indication product "Pujiang Kiwifruit" sold by the store has long occupied the platform's best-seller list and praise list.
Insist on doing a good job in quality, not seeking explosive orders, but seeking long-term and stability - all the way through The identity of Qin Zhaoyong has changed from "fruit second generation" to "new farmer of e-commerce", and has also helped many farmers in his hometown Pujiang to turn kiwifruit into "rich fruit".
On August 21, Pinduoduo launched the 24-day fourth "Super Agricultural Goods Festival", investing tens of billions of subsidies on the basis of "zero commission" of agricultural products, a number of important resources such as tens of billions of subsidies and second-kill ten thousand people, focusing on pomegranates, grapes, kiwifruit, hairy crabs and other categories, to create a number of brand "super agricultural goods" with sales of more than 100 million pieces and rapid growth.
Although the continuous high temperature and epidemic in Sichuan this year have brought some impact on the picking and sales of kiwifruit, under the subsidy recommendation of Pinduoduo's "Super Agricultural Goods Festival", Pujiang kiwifruit is still going against the trend and has become one of the fruits favored by consumers across the country.
△ Sichuan Pujiang is located at 30 ° north latitude, kiwifruit varieties are mainly red hearts and yellow hearts, and large fruits are sweet. Zhang Yue/Photo
Resigned from the central enterprise and returned to his hometown, becoming the first batch of merchants in Pinduoduo
Qin Zhaoyong was born in the countryside, and his parents grew fruits like many farmers in Pujiang, and there were unknown fire and Harumi rakes in the family. After graduating from university, Qin Zhaoyong did not directly return home to his son to inherit his father's business, but was admitted to work at PetroChina in Xinjiang. Because he grows fruits at home, he also pays attention to related sales platforms in his spare time.
In December 2015, Qin Zhaoyong observed that the sales of fruits on major e-commerce platforms were far from reaching a peak, when the momentum of Pinduoduo, when agricultural products started, was very strong, he chose to settle in Pinduoduo to sell Kiwifruit and citrus in Pujiang, "At that time, it was still a signed paper contract, the official seal looked like a radish chapter, and I also specifically found a lawyer friend to help check."
Because at the beginning is the use of spare time part-time to do Pinduoduo, the store did not get a lot of traffic, in the second half of 2016, because Qin Zhaoyong insisted on quality, the platform invited him to participate in the New Year Goods Festival activities, the single amount of small outbreak, a few days reached the average of 10,000 orders per day. On the one hand, the operation of the online store is gradually on the right track, on the other hand, Qin Zhaoyong is the only son in the family, Xinjiang is too far away from his hometown, and in 2017 he made up his mind to resign from the central enterprise and return to his hometown.
"At that time, the volume of Pinduoduo was not as good as other e-commerce platforms, but I think there was still a lot of room for growth." After Qin Zhaoyong returned to Sichuan, he and his friends set up a company together, while learning while groping, and gradually made the store into a list store with a high repurchase rate and a high praise rate, "The fruit volume of the platform has developed rapidly, and the quality requirements are getting higher and higher, which is more in line with our company's development concept, and it has been done."
According to the data, by the end of 2021, the number of agricultural products with orders of 100,000+ on the Pinduoduo platform exceeded 6,000, the number of agricultural products with sales of more than 1 million single products reached more than 50, and a number of "small-produced areas" fruits became "national fruits". Pinduoduo has become the country's largest uplink platform for agricultural products, which is inseparable from the help of "new e-commerce farmers" like Qin Zhaoyong who dare to innovate and try.
Take advantage of the advantages of the production area to create Pujiang kiwi star products
△ Pujiang Red Heart Kiwi fruit is popular at the 4th "Super Agricultural Goods Festival" of Pinduoduo.
Pujiang is a famous fruit county in Sichuan, and it is also one of the top 100 agricultural e-commerce counties in China. According to the data, after nearly 20 years of development, Pujiang kiwifruit planting area of nearly 100,000 mu, the annual output of about 120,000 tons, to help rural residents per capita disposable income of more than 25,000 yuan, becoming one of the most advantageous and characteristic fruit industries in Sichuan Province
Since the introduction of kiwifruit, Pujiang has embarked on a path to turn "green water and green mountains" into "golden mountains and silver mountains", and through the establishment of a provincial kiwi engineering technology research center and a fruit industry science and technology institute, it has selected and introduced patented varieties such as "Donghong" and "Jinyan" to form industrial scientific and technological competitiveness.
Huang Jinchang, a grower in Songhua Community in Shou'an Town, Pujiang County, is the beneficiary, his family planted 35 acres of red heart kiwifruit, with an annual output of about 70,000 catties, "Because there is more rain in March and April when the kiwi fruit grows this year, and the continuous high temperature weather is ushered in in July and August when it is almost ripe, so this year's kiwi fruit shape is smaller than in previous years." Huang Jin often introduced, but the high temperature weather is also conducive to the conversion and deposition of sugar, and this year the kiwi fruit is sweeter and tastes better.
Cao Wei is Qin Zhaoyong's partner, responsible for the procurement of the place of origin, according to him, the production is small, the sweetness is high, which determines that the price of kiwi fruit this year is higher than in previous years. "Every year, we go deep into the field to select the fruit, and some farmers who have a high degree of trust in us will continue to sell us the fruit." In Pujiang, they have cooperated with about 60 farmers like Huang Jinchang, because the kiwifruit they select is of higher quality and the purchase price is more competitive, taking Huang Jinchang as an example, this year his income from planting kiwifruit is about 300,000-350,000 yuan.
"Red heart kiwifruit is more resistant to transportation, has a long sales cycle, and is very friendly to e-commerce." Cao Wei introduced that the packaging of kiwifruit is made of foam holders, coupled with the advantages of variety, the overall after-sales rate is low, which is also the reason why many consumers will buy back. In order to maintain a good reputation, they see the quality of the fruit in the place of origin and then pre-order, rather than blindly betting on the market.
Because of the insistence on selling good quality fruits for several years, "Pujiang Four Seasons Orchard" has become the top ten stores in the pinduoduo kiwi best-seller list and word-of-mouth list, and Pujiang kiwifruit has also become the star product of this year's "Super Agricultural Goods Festival".
Racing against the high temperature and the epidemic, the Agricultural Goods Festival helps good agricultural goods to be sold
△ Pujiang has formed a perfect e-commerce industry chain such as fruit picking, sorting, packaging, cold chain, logistics and so on. Zhang Yue/Photo
In August this year, Sichuan experienced extreme high temperature weather, which coincided with the key node of kiwi fruit harvesting, which brought problems to e-commerce merchants and fruit farmers. "During that time, the fruit growers basically got up at two o'clock in the morning and took the fruit picking team to the ground, and they could not pick them until dawn when the temperature rose." Cao Wei said that during the high temperature period, fruit growers have turned on the "night picking" mode to prevent kiwifruit from being too ripe after being exposed to high temperatures.
In addition to the picking link, planting kiwifruit is also a very hard process, fertilization, insecticide, pollination, bagging and other processes, labor costs are high. However, Pujiang has formed a perfect packaging sorting, cold chain logistics, social services and other industrial chains, there are professional bagging teams, fruit picking teams, packaging teams, etc., these industrial chain workers can earn up to three or four hundred yuan a day, which is a relatively high income in the whole country. In addition, Pujiang has also established a 150,000-ton refrigerated preservation warehouse, which provides convenience for e-commerce storage and delivery.
"In recent years, with the active drive of e-commerce talents, the proportion of e-commerce sales in agricultural products has continued to increase, and now in Pujiang County, e-commerce sales can basically account for one-third of the entire kiwi fruit sales, with an average daily sales of about 6 million yuan, and a total of about 200 million yuan in July and August." Wu Qi, head of e-commerce at the Pujiang County Commerce and Logistics Bureau, said in an interview.
In addition to the impact of high temperature, the epidemic in September also brought trouble to the fruit farmers and merchants in Pujiang, in order to reduce the impact of the epidemic, the Pujiang County Commerce and Logistics Bureau adopted "online and offline" two ways to promote sales, on the one hand, to guide e-commerce enterprises to implement pre-sale, staggered peak delivery, on the other hand, actively docking with supermarkets and increasing supply.
For Pinduoduo merchants like Qin Zhaoyong, the most important thing under the epidemic is to be able to perform the delivery of the contract normally. Every year, the sales period of kiwifruit will last from August to April of the following year, "green heart kiwifruit is mainly produced in Shaanxi, and red heart and yellow heart kiwifruit are based on our Sichuan production area." Qin Zhaoyong said that at present, the daily single volume of the "Pujiang Four Seasons Orchard" is maintained at about 3,000 singles, "this year, the proportion of large fruits caused by dry weather is small, and we are very satisfied with such a single amount."
"Good agricultural goods must not only be produced, but also sold. We started with farming, innovated 'farmland cloud spelling' to promote large-scale 'production and consumption docking' of high-quality agricultural products, 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's "Super Agricultural Goods Festival" has invested a total of 1.5 billion yuan in support resources, which is to continue to help good agricultural goods like Pujiang Kiwi Fruit accelerate their upward trend and share the joy of autumn harvest with farmers, consumers and merchants.
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