On December 26, the 2023 Douyin Beautiful Village Forum was held in Beijing. The event was co-sponsored by the Rural Economic Research Center of the Ministry of Agriculture and Rural Affairs, the China Association for the Promotion of Rural Development Volunteer Service, the People's Government of Pinggu District, Beijing and Douyin Public Welfare, with the theme of "Inspiring New Possibilities in Rural Areas". Leaders and guests of the organizers, rural creators, entrepreneurs, government and institutional representatives from all over the country attended the event and shared their views.
During the forum, the Rural Economic Research Center of the Ministry of Agriculture and Rural Affairs and Douyin Public Welfare released the "Casebook of Inspiring New Possibilities in Rural Areas and Beautiful Villages". This collection of cases compiles 14 typical models of rural development in the digital era, and refines the multi-dimensional possibilities and practical paths of the current innovation and development of beautiful villages, in order to provide reference and reference for the majority of rural builders.
At the event, the China Association for the Promotion of Rural Development Volunteer Service and Douyin Public Welfare launched the 2024 "Rural Development Volunteering" initiative, calling on more people to participate in rural volunteer service and build a beautiful new countryside together.
Seeing New Possibilities in the Countryside: Five Dimensions, Fourteen Models
At the scene, Jin Wencheng, director of the Rural Economic Research Center of the Ministry of Agriculture and Rural Affairs, as a representative, officially released the "Casebook of Inspiring New Possibilities for Rural Areas". The "Case Collection" was researched and written by the Rural Economic Research Center of the Ministry of Agriculture and Rural Affairs and Douyin Public Welfare, and for the first time, summarized and refined 14 practical experiences and models of digital platforms to promote rural development from the five dimensions of e-commerce, cultural tourism, organization, culture, and talent.
Among them, the "E-commerce Chapter" takes the Fujian Edible Fungi Industrial Belt, Dr. Yang's "Southern Anhui Native Chicken" brand, and Yinshan Youmai traditional agricultural enterprises as examples, and discusses the market-oriented transformation of rural characteristic industries, the development of agricultural product varieties, quality and brand development, and the digital upgrading of traditional leading enterprises with the help of global interest e-commerce.
Yang Muwang, who created the brand of "Dr. Yang Wannan Native Chicken", is one of the representative case subjects who came to share on the spot. He explored the new consumption of agricultural products with the help of the global interest e-commerce platform, which contributed to the development of agricultural product varieties, quality and brand, and currently has 30 alpine farms in southern Anhui, and the products are sold to many places across the country.
Data shows that in the past year, Douyin e-commerce has helped sell 4.73 billion orders of agricultural specialties, with an average of 13 million packages sold to various places every day, and the number of agricultural merchants has increased by 83% year-on-year.
Cao Jinzhong, President of Wuyuan Huangling Cultural Tourism Co., Ltd., shared at the scene
The "Cultural Tourism Chapter" analyzes how traditional ancient villages can be transformed into online celebrity cultural tourism villages, how tour guides can improve the efficiency of tourism services through the medium of "cloud", how high-quality enterprises can lead the quality improvement of rural homestays, and how homestay clusters can promote villages to use "live" eco-tourism resources.
Since 2018, Huangling has used Internet platforms such as Douyin to shape the unique IP of the scenic spot, making beautiful scenery videos such as "rape flowers" and "basking in autumn" repeatedly popular on Douyin, with hundreds of millions of exposures bringing millions of tourists and employment opportunities to local villagers. In the past year, Douyin netizens have checked in more than 150,000 rural cultural and tourism attractions across the country, created more than 60 million short videos, and Douyin's "DOU in the mountains is a good scenery" project has cumulatively driven the payment turnover of rural cultural tourism to exceed 4 billion yuan.
Discuss new possibilities in rural areas: Digital platforms help new rural development
At the forum, representatives from the Ministry of Agriculture and Rural Affairs, the China Association for the Promotion of Rural Development Volunteer Service, the People's Government of Pinggu District, Beijing, and Douyin Public Welfare shared their views on the topic of digital platforms to stimulate "new possibilities in rural areas".
Zeng Yande, chief agronomist of the Ministry of Agriculture and Rural Affairs, believes that the deep integration of rural revitalization and digital technology has given new vitality and vitality to rural development, and the 14 case models in the "Case Collection" vividly present the infinite possibilities of multi-dimensional subjects applying digital platforms in the digital era, which not only brings together the mechanism behind the cases, but also gives important experience enlightenment, which is an important reference for formulating policies or actions.
Jin Wencheng, director of the Rural Economic Research Center of the Ministry of Agriculture and Rural Affairs, said that in the digital era, webcasting has become the new farm work, smart phones have become new farm tools, online platforms have become new farmland, and Internet experts have become rural guardians. Under its unique social model and content creation ecology, the Douyin platform actively contributes to the economic and social development of rural areas.
Jin Wencheng, director of the Rural Economy Research Center of the Ministry of Agriculture and Rural Affairs, shared at the scene
In recent years, Pinggu District of Beijing has made new achievements in the construction of agricultural Zhongguancun, and agricultural science and technology innovation has become an important means to stimulate new possibilities in rural areas. Di Tao, Deputy Secretary of the Party Committee and Mayor of Pinggu District, Beijing, said that digital empowerment has opened up new space for agricultural and rural development, brought new vitality and added new impetus to rural economic development, and comprehensively promoted rural revitalization, which requires the active participation of the government, enterprises, social organizations and individuals.
Zhang Yu, Chairman of Beijing ByteDance Public Welfare Foundation, shared the efforts and achievements of Douyin Group in helping rural development in recent years from three aspects: rural talent support, rural industry quality and efficiency improvement, and rural cultural communication. He said that Douyin Group is a platform enterprise based on information distribution, and the company hopes to give full play to the advantages of the platform to connect the city and the countryside more efficiently, so that the beauty, culture and agricultural products of the countryside can be seen, loved and consumed by more people, so as to promote the development of the countryside.
Exploring New Possibilities in Rural Areas: Launching the "Rural Development Volunteering" initiative
At present, Douyin has become a platform to showcase and promote the beauty and goodness of the countryside. According to the data, in 2023, more than 1 billion new rural videos will be added to Douyin, with a playback volume of 2.4 trillion, and there will be 79,600 creators of farmers and farmers, and in the past year, the platform has helped sell 4.73 billion orders of agricultural specialties, and 150,000 rural cultural tourism check-in points across the country have been seen and experienced.
Zhang Yu, chairman of the Beijing ByteDance Public Welfare Foundation, shared at the scene
Zhang Yu introduced at the event that since 2017, Douyin Group has carried out a series of explorations, and has successively helped the development of rural agricultural products, cultural and tourism industries, talent training and cultural dissemination through projects such as "Mountain Goods on the Headlines", "Mountain DOU is a Good Scenery", "Rural Guardian", and "Rural Business School".
Zhang Yu said that in 2024, Douyin Group will continue to help farmers increase income and industrial efficiency from three aspects: industrial support, business cultivation, and talent training, and further enhance the influence of rural industries by carrying out a series of activities, so as to drive more people to pay attention to the countryside and participate in rural development.
In the last part of the event, the China Association for the Promotion of Rural Development Volunteer Service and Douyin Public Welfare launched the 2024 "Rural Development Volunteer Trip" initiative, and provided @胡海泉等首批38名助力乡村发展的代表授予了志愿者证书 for @湘野红女, @川香秋月, and .
According to the relevant person in charge of Douyin public welfare, the "2024 Rural Development Volunteer Trip" project includes volunteer service actions for the cultivation of characteristic and advantageous industries, volunteer service actions for consumption assistance, and volunteer service actions for rural children, etc., and will link volunteers to pay attention to the "nine rural characteristic advantageous industries" and "two cultivation projects", and promote the mechanism of leading farmers, linking farmers, and rich farmers through volunteer service actions such as live broadcasts, so as to drive the sales and increase of income of help products.