Southeast Net, September 14 (our reporter Ye Fuguo correspondent Gan Yebin) Pingnan is located in the Eagle Peak Mountain Range, the territory is stacked with mountains, known as "natural air conditioning" reputation, unique geographical advantages, so that here has bred many characteristic "treasures" such as lion's mane mushroom, morels, tea tree mushrooms, Chinese herbal medicines and so on.
However, subject to bottlenecks in transportation, logistics, information and other aspects, for a long time, most of the "treasures" in Pingnan have been in the low-level stage of carrying baskets in rural markets and buying and trafficking by small traders and hawkers.
Sleepy is changing. In recent years, Pingnan County has grasped the "outlet" of the e-commerce era, taken the opportunity of creating a "national-level comprehensive demonstration county of e-commerce into rural areas", supported by characteristic agricultural products, and increased the cultivation of e-commerce talents, e-commerce carrier construction, and e-commerce live broadcast training through the "e-commerce platform + anchor cultivation" model, which has played an important role in the transformation and upgrading of commerce and trade in the county and promoting high-quality economic development.
Today, there are more than 200 registered e-commerce enterprises in Pingnan County, and the average daily e-commerce volume has grown from 2,000 in 2018 to more than 60,000 pieces per day, an increase of nearly 30 times. In 2022, the county's online retail sales will be 869 million yuan, an increase of 33.1%.
The government set up a platform and the mountain city bloomed with business dreams
A busy sorting workshop for an e-commerce company. Photo by Gan Yebin
"This package you take home, not only the soup is delicious, cold mix, stir-fry, stewed meat, boiled a dry pot, make a noodles, the taste is very good..." In the live broadcast room of the Pingnan County E-commerce Industrial Park, anchor Yang Chenfen is vigorously promoting mushroom products from his hometown.
Yang Chenfen is a local "Internet celebrity" anchor cultivated in Pingnan County, and three generations of his family are mushroom growers. Usually, her live broadcast locations are in the e-commerce industrial park, and when the local agricultural products are mature and on the market, she will come to the field at the invitation of the farmers or take the initiative to come to the field to live broadcast and bring the goods.
"As soon as the tea tree mushrooms in the shed used to ripen, I started to worry about the market and worry that I wouldn't be able to sell them at a good price." Ni Jiayu, a mushroom farmer in Changqiao Village, Changqiao Town, Pingnan County, said, "Now it's different, with e-commerce live broadcasting, anchors will take the initiative to buy door-to-door, and the price is not low." ”
A network cable connects urban and rural areas. Today, in this county with a permanent population of only a few hundred thousand, at most, nearly 300 anchors sell various local agricultural products through e-commerce. Traffic has become "new agricultural materials", live streaming has become a new agricultural business, e-commerce sales have become an important channel for agricultural product sales, and it has also become a new support for farmers to increase income.
In recent years, Pingnan County has taken the construction of rural e-commerce system as the starting point, comprehensively improved the level of rural e-commerce services, continuously improved the basic supporting facilities, improved the management level and service capabilities of industrial parks, and created a good environment for e-commerce practitioners.
Short video live training courses. Photo courtesy of the Propaganda Department of the Pingnan County Party Committee
In 2015, the county invested more than 20 million yuan to build an e-commerce industrial park of nearly 8,000 square meters, which was used for logistics warehousing, office, training, and county-level characteristic product display, and set up rural Taobao Cainiao logistics distribution center, agricultural products online trading center, county-level logistics distribution center and other places in the industrial park.
In addition, according to the idea of "multi-point integration, service and network", the logistics express business has been sunk to the village, and the modern logistics coverage of the established village has been basically realized, and efforts have been made to make up for the shortcomings of rural e-commerce development and solve the problem of the "first kilometer" of agricultural products entering the city.
In order to encourage the development of the e-commerce industry, the local government has also formulated and issued the "Several Measures to Support the Development of E-commerce in Pingnan County", which effectively enhances the enthusiasm of e-commerce employees, provides policy support for the sustainable development of the e-commerce industry, and also strongly supports the construction of live broadcast bases and encourages the development of live broadcast business from a certain level.
"On April 24 this year, the construction of the Pingnan County E-commerce Entrepreneurship Base with a total investment of 697 million yuan officially started." Zhou Huakeng, director of the e-commerce office of Pingnan County, introduced that the project is a key project in Ningde City, with a total construction area of 78,900 square meters, mainly building fine processing plants, standard workshops, e-commerce live broadcast exchange centers, video editing centers, product centers, smart logistics centers, warehousing centers, talent apartments, etc. "After the completion of the e-commerce entrepreneurship base, it will greatly improve the conditions for e-commerce live streaming in Pingnan and fully promote the development of the e-commerce industry."
In addition, in order to better serve e-commerce entrepreneurial groups and give full play to the agglomeration effect of the e-commerce industry, Pingnan plans to build a comprehensive live broadcast e-commerce industrial park this year to further expand the scale of the industrial park, so that more e-commerce entrepreneurs can get the development of the park and promote the development of the e-commerce industry in the county. At present, the project has completed feasibility study approval.
Demonstration drives the cultivation of more "new farmers"
"How to make a good IP for a video number? First of all, everyone must have a basic concept of their IP, such as what is the output direction of the content and what form the video is displayed..." A few days ago, the Pingnan County E-commerce Industrial Park Talent Station invited Wu Shuyi, a national first-class e-commerce engineer and Internet practical expert, to carry out targeted training for social people who are interested in e-commerce work and practitioners in traditional enterprises and e-commerce related industries, which benefited the trainees a lot.
The key to industrial development lies in talents. In recent years, Pingnan County has set up a special fund for e-commerce talent training, taking "short video + live broadcast" talent training as the focus of e-commerce work, up to now, more than 60 e-commerce training sessions have been held, with a total of more than 8,000 trainees, and has successively incubated the best anchors "Xiaotian girl" and "Pan Meili", entrepreneurial mother "Yang Meili" and "Bao Mushroom Po" and other typicals.
At the same time, we will actively dock with various e-commerce service resources, vigorously promote development models such as "Internet + company + cooperative" and "e-commerce training + live streaming goods", transform resource advantages into industrial advantages, and drive farmers to increase production and income.
"This soup bag contains 7 kinds of mushrooms including cordyceps flower, deer antler mushroom, shiitake mushroom, chicken matsutake mushroom, lion's mane mushroom, morel mushroom, white matsutake mushroom, etc., which are rich in nutrients and can be used in dry pots, stir-fries, or soup." In Luoshayang Village, Pingnan County, the "Xiaotian girl" is holding agricultural products and introducing them to netizens in the cloud.
"Xiaotian girl", formerly known as Tian Xiaoyu, is a "post-95" Guizhou girl, after graduating from university, she returned to Pingnan with her husband to engage in mushroom sales. Since 2020, she has sold mushrooms through live broadcasting, selling an average of 2 million mushroom soup packs per month. In 2022, the sales of the "Oda Girl" live broadcast room reached 260 million yuan.
"Oda Girl" also established Zigui Village Broadcast (Pingnan) New Media Co., Ltd., and built a public service chain of "base direct supply + village broadcasting activities + e-commerce training + IP creation + content production". She shared her experience in bringing goods with her fellow villagers, successfully incubated 48 anchors in the local area, and led more than 300 people to employment.
Driven by the "Odian girl", more and more villagers have used mobile phones as new agricultural tools and started to self-produce, broadcast and sell their own e-commerce entrepreneurship. At present, there are more than 50 enterprises and teams engaged in live broadcast sales in Pingnan County, broadcasting more than 300 people from the owners and directly driving more than 2,000 jobs.
Internet celebrity anchor live broadcast with goods "Pingnan Li". Photo courtesy of the Propaganda Department of the Pingnan County Party Committee
At the same time, Pingnan County actively innovates e-commerce marketing models, with the help of social e-commerce operation models such as Douyin and Kuaishou, constantly taps the huge potential of e-commerce live streaming in marketing, and actively expands the sales channels of agricultural products in the way of "origin + live broadcast".
According to a set of official data from Douyin, the national mushroom sales of Douyin online stores in 2022 will be 1.5 billion yuan, of which the sales of Pingnan anchors will reach more than 500 million yuan, accounting for one-third of the national sales. In 2022, the online retail sales of agricultural products with mushrooms as the fist products in the county reached 800 million yuan, a year-on-year increase of 37%; In 2022, e-commerce anchors will also promote the online sales of agricultural products such as hibiscus plum, dried guiyuan, navel orange, and honey for more than 200 million yuan.
At present, in Pingnan, a large number of "new farmers" have become anchors, using online live broadcasts and short videos to promote local specialties and rural beauty, bringing the mountain economy to life.
Improve quality and empower and extend the e-commerce industry chain
Online sales, ordering, sorting, reviewing, packaging... Walking into Pingnanchen Yiyanxuan E-commerce Industrial Park, the staff is busy processing orders, and the processes are carried out quickly and orderly.
Pingnan Chenyi Yanxuan E-commerce Industrial Park is a new factory of Fujian Xian'er Trading Co., Ltd. The company is a new retail trading company integrating R&D, production and sales of agricultural products. In July 2019, the headquarters moved to Pingnan E-commerce Industrial Park. The company's orders are all over the country, as far as Xinjiang, Tibet and other places, with an average daily shipment of nearly 30,000 pieces.
Pingnan Chenyi strictly selected the e-commerce industrial park. Photo by Gan Yebin
The e-commerce industrial park has gathered momentum for the development of the e-commerce industry, and also promoted the transformation and upgrading of local processing enterprises and extended the industrial chain. The continuous growth of Xian'er Company is the epitome of the development of Pingnan's e-commerce industry.
Relying on the company's sales channels, Pingnan has established a county-level agricultural products trading center to classify and sort out agricultural products suitable for e-commerce in Pingnan County, shorten the circulation of agricultural products and improve the standardization level of agricultural products through self-built processing plants and measures such as quality control, packaging and logistics optimization. Last year, the company's sales reached 400 million yuan, and the radiation drove more than 6,000 farmers.
Jinmen, the person in charge of Xian'er Company, said that at present, the company is building the Xian'er live broadcast talent incubation base project, and plans to build the live broadcast base into a comprehensive integrated live broadcast talent incubation base of "high-quality supply chain + live broadcast talent incubation platform + short video creation center + supply chain finance + logistics cloud warehouse service", realize the whole process service system of short video live broadcast and goods, and continuously transport live broadcast talents for Pingnan.
E-commerce not only solves the problem of difficult sales of agricultural products, e-commerce enterprises rely on their own supply chain advantages, link local governments, media and upstream and downstream of the industry, help improve the whole industrial chain of agricultural products and agriculture, and promote the integrated development of primary, secondary and tertiary industries.
At the same time, the rapid development of county e-commerce has driven the common development of all links of the industrial chain such as cold chain warehousing, express logistics, and agricultural product sorting and packaging, and solved a large number of social employment problems.
According to statistics, 500 million yuan of agricultural products will be sold through e-commerce anchors in 2022, and 270 million yuan in the first half of 2023, and it is expected to exceed 600 million yuan for the whole year, directly driving more than 2,000 jobs and effectively attracting young people to return to rural areas and feed back to their hometowns.
In addition, Pingnan County also brings rural beauty into the live broadcast room by incubating cultural tourism anchors, promoting the county's cultural tourism resources and helping the development of the cultural tourism industry.
At present, there are more than 30 cultural tourism anchors in the county, such as more than a dozen Internet celebrities such as "Yandan, Yanzhen" in Longtan Village, which has greatly improved the popularity of Longtan Village through short videos and live broadcasts, and Longtan Village has long occupied the first place in the list of scenic spots in Ningde City on Douyin; The short video of Douyin anchor "Mr. A Miao" promoting Xiadi Village reached more than 100 million views.
In the next step, Pingnan will continue to focus on cultivating local e-commerce leading enterprises, deepen diversified cooperation with well-known e-commerce enterprises and platforms, make use of the advantages of well-known e-commerce platforms, create Internet celebrities and popular products, and help more agricultural products go out of the circle.