Return to Lianjiang with "electricity": expand sales, tree brand, polish red orange business card
Originally published in Rural Youth, No. 8, 2021
Text/Li Tingrui
At the beginning of each month, Huang Xiaolong, the helmsman of the e-commerce live broadcast base in Lianjiang City, Guangdong Province, will gather employees to arrange the e-commerce live broadcast training work for the month. In December last year, the base next to Beibu Bay Avenue in Lianjiang City was officially put into operation. Since then, two training courses will be held here every month, each training 30 people, to send professional talents for the development of the e-commerce industry in Lianjiang City.
Huang Xiaolong
Cultivating e-commerce live broadcast talents is one of the "new businesses" for Lianjiang City to carry out rural e-commerce talent training. Focusing on the needs of leading industrial development, Lianjiang City focuses on the cultivation of large professional households, family farmers, and leaders of farmers' cooperatives, and promotes the combination of rural e-commerce training and the cultivation of new professional farmers. Since 2019, Lianjiang has held 35 rural e-commerce training courses, with a total of 3291 people participating in e-commerce training, including 1806 poor laborers, providing talent guarantee for the development of rural e-commerce and poverty alleviation.
Huang Xiaolong was one of the lianjiang people who were "electrocuted" earlier. In 2015, the state encouraged the vigorous development of rural e-commerce, triggering Huang Xiaolong's dream: to make the taste of his hometown within reach.
Young people who love to "toss"
The team members are college graduates from all over the country, almost all of them are "post-90s", and their duties are different: some are responsible for graphic design, some are responsible for back-office operations, and some are responsible for app development... Talking about his entrepreneurial team, Huang Xiaolong is very proud.
In 2010, Huang Xiaolong entered the university to study business administration and majored in logistics. After graduation, he went through the "tossing" in Beijing, Urumqi and other places, and returned to his hometown in September 2015 to start a business.
"In fact, now that Lianjiang is developing quite well, I think there is no need to choose a distant place when you have a dream." My partner and I both have a dream, we must make our dreams come true in our hometown and make achievements. Huang Xiaolong said that they take the "taste of hometown" as the starting point for their careers and are committed to promoting local specialties to the whole country.
What made this young entrepreneurial team start the first shot was to open the "Chinese Specialty - Lianjiang Pavilion" in Jingdong Mall. In 2015, Jingdong Mall opened online local specialty pavilions for various places, so that everyone can sell local products to the global market through Jingdong's e-commerce channels. Huang Xiaolong soon realized that this was an opportunity, and the team revised the plan many times, did enough homework, and successfully cooperated with Jingdong Group to build the Lianjiang Pavilion of China Specialty Museum.
After the completion of the specialty museum, Huang Xiaolong used big data to jointly hold the 2015 China Lianjiang (Jingdong) Red Orange Tourism and Cultural Festival with Jingdong, and sold simultaneously on Tmall, JD.com, Suning, NetEase and other platforms, so that Lianjiang Red Orange hitched a ride on the Internet Express. In 2016, he adjusted the product route, hired a designer from a multinational company in Shanghai to redesign the brand, packaging, positioning, etc., optimized the brand and products, and in addition to continuing to expand the promotion on the platform, for the first time, the three kinds of red oranges such as tree top, tree body, and shade fruit were sold at different levels. On this basis, the high-quality red orange is carefully selected, and the appearance is smooth, the color is bright, the size is uniform, the juice is more and less slag, and the red orange with a sweetness of 13 to 16 degrees is detected by the instrument as a brand fruit to be promoted to the market. After layers of checks, the dark exposure fruit and ulcer fruit are abandoned, and the pesticide residue exceeds the standard is eliminated through machine control, so that the Lianjiang red orange brand is more and more popular with consumers. Their fine fruits can sell for up to 39.8 yuan a catty, and Lianjiang red oranges are also ranked first in the citrus category of Jingdong Mall for the first time.
Lianjiang red orange
"Every year, we sell hundreds of thousands of catties of fruit, although the number is not particularly large, but we sell high-quality red oranges, all conscience fruits." Huang Xiaolong laughed. Before the Red Orange Festival last year, he founded a live broadcast base, allowing young people to join the entrepreneurial team and show their skills to bring goods for the live broadcast of local agricultural products. At present, he is ready to promote Zhanjiang specialties to all places on his "Zhanjiang Good Things" platform, and the next step is to export products through e-commerce and do multinational e-commerce.
Expand the market with creativity
Open the e-commerce platform and WeChat public account operated by Huang Xiaolong and you will find that the web page design is very careful, and the poetry is integrated into the introduction of agricultural specialties without a trace; the gift box series such as "Orange Heart Orange Meaning", "Treating With Orange" and "Orange to Orange Exchange" are lively and playful, full of creativity, and integrate strong nostalgia, which is more impressive.
The elements of innovation are also reflected in the strategic layout of each step since Huang Xiaolong started his business. Since 2018, he has collected data on the recognition and acceptance of Lianjiang red oranges in major cities, and held a special exhibition of red oranges every year in a large city with high recognition. Over the years, Shanghai, Guangzhou, Beijing, Chongqing and other places have left the fragrance of Lianjiang red orange. Especially in Shanghai, Lianjiang Red Orange entered the high-end supermarket for the first time, and the fragrance was wafting on the banks of the Huangpu River.
Following the opening of the Jingdong e-commerce online sales channel in 2015, they have built multiple platforms such as PCs, malls, and micro-stores for customers to place orders on the Internet, and also provide direct enterprise supply services (customized by large customers).
At present, the "post-80s" entrepreneur has returned to the planting base at the foot of Xianren Mountain in Tangpeng Town, Lianjiang City, and instructed workers to plant cucumbers, taro leaves, star fruit and so on, the raw materials needed for processing specialty side dishes. This is a new beginning for him to use the big data system and engage in smart planting.
Source: Excerpt from the Southern Daily report
Final Judgement: Lin Yuhong
Reviewer: Li Zhiguo Liu Zhu Baby
Editor: Liu Shuchen