Yuanxiang people - new farmers after 95, aborigines in the metaverse, new farmers in the metaverse, and rural revitalization leaders in the metaverse. Compared with other new farmers, Yuanxiang people are young people after 95, they return to their hometown to start a business, their vision of rural agricultural development is broader, they can not only endure hardships, but also good at summarizing advanced experience in labor and making use of it, they return to their hometown to devote themselves to agriculture, bringing new passion and technology to the development of rural agriculture, and making the development of agriculture more hopeful and future.
Nong Shente has set up a "Yuanxiang People" column, focusing on the research of Yuanxiang people, talking to young people who are struggling, and exploring the development path of future agricultural brands together.
【Yuanxiang People Archive】
Name: Wang Yue
Year of birth: 1995
Major: Computer networking
Occupation: Internet data analyst
Hometown: Chongshan Village, Mengyin County, Linyi City, Shandong Province
Wish: Sell the peaches of your hometown to everyone to know
April in the world is exhausted, and the peach blossoms of the mountain temple begin to bloom. When people were still immersed in the vitality of spring, Wang Yue, the post-95 "second generation fruit" in the city, had begun to think about how to sell peaches at home in Chongshan Village, Mengyin County, this year.
It is understood that peaches are a specialty of Mengyin County and have a long history of cultivation, dating back to the Western Han Dynasty, which has a history of more than 2,000 years. In 2011, "Mengyin Peach" entered the top 30 regional public brands of agricultural products, the top 10 fruit brands, and the first peach brand, with a brand value of 2.896 billion yuan.
Today, the total area of peach planting in Mengyin County has reached 710,000 mu, the brand value is as high as 26.6 billion yuan, the annual output is 2 billion jin, and the output value has reached 5.48 billion yuan in 2021. It ranks tenth among the top 100 regional brand value lists in China and ranks first in the national peach category.
As the largest industry in the local area, 80% of the farmers' income comes from peaches, although the quality of peaches is excellent, well-known at home and abroad, but the peaches of small villages and small households are still restricted by conditions and the sales are not smooth.
But in Mengyin Zhongshan Village, Wang Yue, the "second generation of fruit" after 95, blazed a new trail and blazed a new path for Mengyin peaches to leave the village and enter the city. How she did it, for which Nong Shenjun and Wang Yue had a conversation based on how to sell peaches.
Seamless cooperation across time and space
Wang Yue told Nong Shenjun that this year was affected by the epidemic, and he was worried that the door-to-door purchase time of traditional wholesalers might also be affected. People can wait, peaches can't wait, fresh peaches are ripening day by day, and if there is no fruit merchant to buy, a year's hard work of parents will be in vain.
So, since April, Wang Yue has thought of selling peaches online through Little Red Book, and after she told her parents her ideas, she learned that there can be another sales channel and her parents also agreed. It was also from that time that Wang Yue released peach copywriting on Little Red Book, began the early content promotion, and prepared for the pre-sale and preparation of peaches to be listed in June, so Wang Yue was the first person in the village to sell peaches with Little Red Book.
In the interview, Wang Yue said that because she is engaged in data analysis, she habitually adopts the thinking of data analysis to look at the audience of the copy she publishes. She said that content promotion is generally video and graphic two styles of promotion, when there is a certain amount of release, you can according to the stylistic views, comprehensive analysis of the stylistic audience, age range, gender and distribution area and other general situation, and then according to the public's preferences to release copy, will be closer to the audience psychology, attract more users to pay attention to and pre-order peaches.
In just two months, Wang Yue broke through from zero fans to nearly 4,000 fans, and the transaction rate was also quite high. Wang Yue said that about 2,000 people have really bought it from her, and they have planted different kinds of peaches and nectarines in the family through Xiaohongshu; red, yellow; Crispy and non-crispy peaches, she helped the family sell more than 10,000 pounds of peaches, sent out more than 2,300 express orders, and the maximum order volume was 200 orders a day.
But you may not know that Wang Yue at this time is actually a career and a bumper harvest. She works at an Internet company in Jinan while helping her family sell peaches online through Little Red Book in her spare time. In order to ensure the efficiency of delivery, she sorted out the order information in her room in Jinan at night, and her parents were responsible for picking peaches, packing and shipping in their hometown in Linyi after receiving the information. In this way, Wang Yue and her parents formed an operation mode of "cross-time and space cooperation" and sold their peaches to all parts of the country.
Can think and understand the second generation of the fruit
During the interview, Wang Yue told Nong Shenjun that it can be said that her fans are attracted by Xiaohongshu's note copywriting, but it is not easy to quickly promote sales through copywriting alone, and she has a unique way of thinking about user operation.
Sincerity is the foundation of trust. How to make users wait patiently for peaches to ripen and reach pre-sale? Wang Yue basically priced this year's fruits according to the retail prices of previous years, and also told everyone that the price of peaches this year will not fluctuate greatly. In addition, she also reminded everyone that the packaging of 5 pounds of capacity, because peaches are different varieties and sizes, the quantity received will also be different, and even indicate the numerical range of which fruit after receiving the goods; All peaches that are guaranteed to be returned or exchanged because of the quality of the fruit or the delivery time of the merchant are affected. There is a taste and eating explanation before the sale, and there is quality assurance after the sale, which is the fundamental reason why peaches can open the market and be loved by users.
Knowledge sharing, word-of-mouth feedback. Through data analysis, Wang Yue learned that most of her users are young people after 95 and 00, and then set up a group according to everyone's different preferences and other reasons, and from time to time in the group, she will give you the news of the listing of peaches and share some small knowledge about peaches to ensure that everyone continues to pay attention. When fresh peaches hit the market, with actual sales, Wang Yue said that the feedback from users was very important to her, and through this feedback she slowly built up the reputation of her hometown peaches, attracting onlookers or newcomers to place orders and buy.
Humorous and witty group name. Speaking of building groups, Nong Shenjun saw 7 groups run by Wang Yue, and the names of the groups were very interesting, such as "Taotao Big Group, Stealing Tao Village Branch, Taotao Counterattack Team", giving people a sense of relaxation and happiness. Asked how she came up with such an interesting group name, Wang Yue replied: Her goal was very clear at that time, because the competition in the same industry on Xiaohongshu was fierce, and she wanted to attract users' attention to the account by making the group name humorous and witty, so that it would be easier to join the group.
Uninterrupted content promotion and interaction. Depending on the type of peaches in the family, the ripening period of each peach is different. According to different ripening periods of peaches, Wang Yue will explain the varieties and characteristics of peaches, such as taste, size and packaging logistics a few days in advance, and initiate pre-sale activities. Because of the different preferences of users, maybe it will become a popular product, if the goods are not enough, Wang Yue will also transfer goods from her aunt's house, thus also helping her aunt's family sell a lot of peaches, Wang Yue said to Nong Shenjun.
A new attempt to dream big with small things
Wang Yue said that when she wanted to sell peaches through Little Red Book, it was completely filial piety to her parents, and she couldn't bear to see her parents work hard for a year, and finally ask for a dime of profits. Well, Wang Yue helped the family sell peaches through her own efforts, although she has achieved a little, but she has a bigger dream, she hopes to make her hometown peach famous, when it comes to peaches, the first thing that comes to everyone's mind is the hometown of peaches - Mengyin.
Talking about the future planning, Wang Yue told Nong Shenjun that she will continue to operate her own user group, after the peach season passes, she continues to share a lot of popular science knowledge about peach trees, let everyone understand the origin of a peach tree, continue to accumulate fans, and then choose special agricultural products that are easy to transport (pomegranates, sweet potatoes, chestnuts, etc.) in her hometown to help everyone sell, although the ability is limited, but can help the development of her hometown and do what she can, Wang Yue said it is an honor. She also said that in the future, she will continue to improve the launch model of agricultural products in her hometown, establish brand awareness, and pay attention to product packaging and other issues.
At the same time, Nong Shenjun learned that the secretary of the village committee of Chongshan Village encouraged Wang Yue to do a good job in the e-commerce platform of Xiaohongshu sales, help more villagers realize the e-commerce sales path, and if they encounter difficulties, the whole village will help and support Wang Yue.
Hearing this, Wang Yue was greatly encouraged, and she wanted to help not only her own family, but also help the villagers who were waiting for their homes in the village to break through the road of sales difficulties, so that everyone's work could get a little more profit.