In 2017, Xin Youzhi (screen name Simba, hereinafter referred to as Simba), who was unknown at that time, founded Xinxuan Group. The following year, when the domestic live streaming e-commerce ecology first took shape, Simba single-handedly broke into Kuaishou live broadcast rivers and lakes and grew into a domestic leading anchor with goods, and the Xinxuan Group he founded has gradually grown into a digital new retail enterprise with more than 4,000 employees in the past five years.
Recently, Xinxuan Group is ushering in its own transformation.
On August 10, Xinxuan Group held a general meeting, at which the new CEO Guan Qian announced a series of adjustment measures, Xinxuan will usher in upgrades in strategy, organization and talent incentives. At the same time, Simba, who has not appeared for a long time, also attended the conference and officially announced the latest plan of Xinxuan Group to benefit farmers, saying that it will be committed to science and technology and "ecological retail" in the future.
For Xinxuan Group, this is a landmark turning point, which means that Xinxuan will strategically take new agriculture as a major direction, continue to deepen the rural area and agricultural market, further combine enterprise development with rural revitalization, and give back to the society while developing the enterprise.
After the rapid development of the past five years, the development of the live broadcast e-commerce industry in the past two years is also entering a deep water period, the low-hanging fruits have been plucked, low prices and shouting are no longer the only sharp weapons, and the head live broadcast agencies are moving towards the upstream of the industry.
As an enterprise starting from the supply chain, Xin Xuan announced a new plan to benefit farmers this time, in order to further cut into the upstream of the industry, help farmers benefit farmers, but also further build its own core competitiveness to cope with the increasingly fierce competition in the live streaming e-commerce industry.
A new strategic direction
Who is Xin Xuan? For this company, most people's impression still stays on the founder Simba, only know that this is a large-scale live broadcast company, and most of the understanding of Xinxuan Group stays at the founder Simba.
But in fact, after the accumulation and development of the past five years, Xinxuan has grown into a medium-sized digital new retail enterprise, accumulating more than 80 million loyal users, incubating 13 anchors with GMV exceeding 100 million, and establishing a complete live broadcast e-commerce ecology.
At this all-staff meeting, Xinxuan Group made a major strategic adjustment, which not only upgraded the group's culture and values, but also reorganized the group's strategy, one of the key points is to launch a new plan to benefit farmers.
As an enterprise well-known for "down-to-earth", Xinxuan has a long history of accumulation in the field of agriculture, and before this strategic adjustment, Xinxuan Group carried out a number of live broadcast agricultural assistance activities across the country, and the sales of special agricultural assistance goods reached more than 900 million yuan.
Just recently, on July 20, during the live broadcast of the "Xinhuo Project" Sichuan Station to help farmers, Xinxuan Group carried 10.61 million orders in a live broadcast, with a total sales of more than 100 million yuan, and the total number of online views exceeded 11.73 million.
It is understood that the Xinhuo Plan is a strategic agricultural assistance plan launched by Xinxuan Group, the original intention is to help rural revitalization and economic recovery across the country, while helping various places to create landmark products to help rural revitalization, but also to allow consumers across the country to enjoy high-quality agricultural and sideline products through live e-commerce.
Since its establishment, Xin Xuan has spared no effort to help farmers sell their products. Take the Sichuan station of the Xinhuo Project, Yijia fragrant rice from Daliangshan has 42,000 orders and sales of more than 2 million, and Kate Mangsian from Panzhihua has 190,000 boxes, with a total weight of 765 tons.
With the upstream empowerment of Xinxuan's supply chain and the hard work of its anchors, Xinxuan Group truly makes farmers' products no longer worry about sales, and at the same time, consumers across the country can enjoy high-quality agricultural products at more affordable prices.
At the plenary meeting on August 10, Xinxuan Group officially launched a new program "Xinhuo Plan 2.0" to further promote rural revitalization by recruiting agricultural partners, incubating agricultural brands, incubating professional anchors, and providing education and rejuvenation services.
Under the guidance of the new strategy, Xinxuan will continue to focus on ensuring farmers' basic income, recruiting agricultural partners, and creating employment opportunities for farmers. On the other hand, Xinxuan also launched "ecological retail" for users, including ecological supply chains from field to table, from domestic to international, and from online to offline, so that users can eat healthier.
Simba, founder of Xinxuan Group, said that Xinxuan's goal is to establish a community of destiny for consumers, enterprises and farmers, with the new mission of serving people's livelihood, so that Xinxuan will become a respected enterprise.
For Xinxuan Group, this is a major transformation in the six years since the establishment of the company, which means that the company will not only continue to cultivate live streaming e-commerce, but also further bet on the agricultural market to do more difficult things, truly help rural markets across the country to reshape the industrial chain, and gradually cultivate a perfect agricultural e-commerce ecology.
However, for the agricultural market with a high degree of fragmentation and a low level of industrialization, it is bound to be a difficult thing to do a good job in the industry, and there are too many links behind this that need to be opened.
However, for Xinxuan Group, this is also a good opportunity to combine corporate value with social value, after all, the long-term development of enterprises will ultimately depend on the economic growth of the market and the prosperity and progress of the country. From a longer-term perspective, Simba's goal is to "make farming not just an identity, but a profession", and ultimately achieve the goal of increasing farmers' incomes and being respected.
Do the harder things
As a rural anchor, Simba has known the difficulties of farmers since he was a child, he himself was born in a peasant family in Tonghe County, Heilongjiang, and now although he has grown into one of the largest anchors and entrepreneurs in China, Simba has never forgotten where he came from, and has been running on the front line of public welfare undertakings and benefiting farmers and helping farmers.
In his view, there are great business opportunities in the food industry, which can help enterprises accumulate core competitiveness by driving the reshaping and upgrading of the entire industrial chain from origin planting, processing to service, while continuing to drive employment and farmers' income growth.
In the past five years, a major trend in the e-commerce industry has been the rise of the sinking market, and more and more e-commerce platforms are treating the market outside the fifth ring road as a battleground. But when it comes to the agricultural product market, there are not many platforms and enterprises that can really do a good job.
After all, compared with standardized industrial products, there are too many pain points in agricultural products, not only is it difficult to achieve complete standardization of products, but also lack of unimpeded sales channels, coupled with farmers' decentralized production and self-employment, so that the procurement of agricultural products is also problematic.
However, as a new retail enterprise that has emerged in recent years, the reason why Xinxuan regards helping farmers and benefiting farmers as an important strategic direction for the future development of the enterprise is naturally not decided by patting his head, which is inseparable from Xinxuan's ability accumulation in the supply chain in the past few years.
In fact, many of the pain points of the current agricultural market can be attributed to one point, that is, the level of modernization is not enough, and the industrial link from planting, processing to sales is not smooth enough. And this is precisely the deepest ability accumulated by Xinxuan in the past few years.
Since its establishment, supply chain has always been the core business segment of Xinxuan Group, and has successively launched the "Xinxuan" and "Xinzuo" plans, which not only have product selection capabilities, but also have processing capabilities, production capacity and brand building capabilities, which can help local agricultural products to establish a complete supply chain integrating scientific planting, production, sales and brand building.
At the same time, Xinxuan has also continued to make efforts in quality control and after-sales in the past two years, and improved service quality through a large number of industry-first measures, which can also further help improve the quality and efficiency of agricultural products, accelerate the digital transformation of the industry, and promote farmers to become rich through e-commerce.
In Kuaishou e-commerce, many users purchase goods based on trust in the anchor, and Simba and Xinxuan team through their own efforts in product selection, processing, quality control, after-sales and other aspects, the repurchase rate has reached 65%, which is becoming synonymous with "trust e-commerce".
From the integration of production and marketing in the supply chain to the quality and after-sales service links, based on the accumulation of various capabilities in the upstream and downstream of the entire e-commerce industry, Xinxuan has more confidence to transform the agricultural industry, and has also become the foundation of this group's strategic transformation.
By promoting the standardization of the agricultural market, empowering the agricultural market with scientific and technological means, allowing farmers' products to sell at prices, and opening up all aspects of the rural market, this is not only the business goal of Xinxuan Group as an enterprise, but also the key means to help rural revitalization and help farmers increase income and become rich.
From the perspective of the development of Xinxuan Group, betting on the agricultural track is also the only way to achieve the long-term development of the enterprise, as the competition in the live broadcast industry enters the second half, the market has higher and higher requirements for the ability of live broadcast institutions, not only need to bring goods anchors to provide advantageous prices, but also need anchors to provide more distinctive products and services.
Live broadcast the second half of the contest
Since 2022, many people in the industry who pay attention to live streaming e-commerce have noticed a change: more and more big anchors and e-commerce platforms are no longer just acting as a seller, but also acting as producers and operators, responsible for the complete user experience of consumers.
Under such a competitive background, whether it is large live broadcast institutions such as Xinxuan and Oriental Selection, or e-commerce platforms such as Pinduoduo and Jingdong, they are cutting into the upstream of the industry, deeply transforming the industrial chain and reshaping all aspects of commodity production and marketing through their own brands and factories.
Among them, the agricultural products track has become the field that everyone has bet on, from Xin Xuan, Oriental selection to make a friend, large live broadcast agencies are doing agricultural products to bring goods, and are also launching their own brands, while helping farmers increase income and become rich, but also to achieve further differentiation of their own commodity services.
Xinxuan Group is now deeply engaged in the agricultural product market, further accumulates its own industrial capabilities in the agricultural market, and improves the digital level of the entire industry, which is the best choice to further play its strengths on the basis of Xinxuan's past advantages.
In the past two years, in order to further deepen and strengthen the agricultural track, Xinxuan Group has made many strategic layouts, just before this year, Simba himself led the senior management team to Europe to investigate modern agriculture, learn better agricultural methods, and strive to reshape the agricultural supply chain with the combination of digitalization and agriculture.
Just last month before this strategic adjustment, the Hainan headquarters of the agricultural sector of Xinxuan Group officially landed in Sanya, and Xinxuan Group officially entered the smart agriculture project, committed to building a world-leading agricultural technology enterprise.
In fact, Xinxuan Group and Simba have long regarded the agricultural industry as an important part of their core competitiveness, and will further exert their advantages in the future to ensure that they continue to lead the industry in the second half of the competition in the entire live broadcast industry.
In addition to agriculture, with live streaming e-commerce as the entry point, Xinxuan Group also deeply empowers many industries, builds a deeper moat for enterprises, and also helps more people get rich and increase income. It is understood that in order to further realize the differentiation of products and services, Xinxuan Group has established a designer team, cosmetics laboratory, vocational education and training school and other business segments.
In June this year, Xinxuan Group conducted a two-day agricultural training in Tonghe County, Heilongjiang, Simba's hometown, to help farmers master live broadcast skills, and also led trainees to Xinxuan Group's own fungus base for practical training.
In this training, Sister Yingzi from Xinfeng Village, Xiangshun Town, Tonghe County, sold 8 single fungus in half an hour in the actual live broadcast exercise the next day after participating in the whole training. Today, Yingzijie has quickly grown into a new farmer anchor with 420,000 followers.
In addition, at the plenary meeting on August 10, Xin Xuan also announced a series of policies involving employee welfare and talent incentives, in an effort to continue to attract talents and build longer-term competitiveness through warmer management, such as 80% of employees ushered in a salary increase, female employees will enjoy a birth subsidy of 30,000 yuan, etc.
For a company, the short-term rise may be due to stepping on the vent, but if you want long-term steady development, you need to really hit the pulse of the times. In the context of rural revitalization and the rise of rural markets, whoever can gain a foothold in the agricultural market will be able to live longer.
As a new retail enterprise, if Xinxuan wants to operate steadily for a long time, it must go deep into the upstream of the industry, continue to solve problems for the people, drive industrial progress and increase employment and income in the process of enterprise development and growth, so that Xinxuan will become a truly valuable enterprise for consumers and employees, as well as for the country and society.
This is both Xinxuan's choice and the choice of the times.