Post-90s programmers returned to their hometowns to sell "dung" live and turned "black powder" into employees

Yang Guomin in the live broadcast room is always smiling, skillfully promoting the product in his factory - sheep manure.

Since the autumn of 2021, the unremarkable sheep manure on the grasslands of Inner Mongolia has been fermented, dried, and filled by Yang Guomin's fertilizer factory, and then entered the family balconies in the north and south of the river to serve as the base fertilizer for plants such as Yueji, hydrangea, orchids, tomatoes, and cucumbers.

In 2021, Yang Guomin, who had been in Suzhou and Xiamen for 7 years, returned to his hometown of Inner Mongolia Xilin Gol League Sunit Right Banner, took over the fertilizer factory of his father's "Dayang Factory Director", and took care of the sheep manure business wholeheartedly, and he was also known as "Xiaoyang Factory Director".

During the period of "Dayang Factory Chief", the fertilizer was exclusively supplied to the large-scale flower seedling market in the south, and only did wholesale, not retail. Offline channels rely on one wine bureau after another to maintain, but Yang Guomin, who is not good at words, is far less good at drinking with customers than his father, and he doesn't like the atmosphere of pushing glasses and changing lamps during banquets. He reluctantly cut off the offline channels that his father had maintained for many years, and went all out to move online.

This reluctance gave him a taste of sweetness. In 2023, through online channels, he will sell more than 2,000 tons of sheep manure, "more than five times more than when his father ran the business." ”

Yang Guomin has experienced the infinite world of e-commerce, and is determined to continue to crawl and roll in online channels. "We are all at the same starting point and have given us young people a lot of opportunities. ”

▲Yang Guomin is in the sheep field

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The son inherits the father's business

In the past, the workers in the factory called Yang Guomin's father "Director Yang", and since Yang Guomin took over the mantle of his father, they naturally called this young man born in 1992 "Director Xiao Yang". He liked the title.

Yang Guomin graduated from Inner Mongolia University with a bachelor's degree in computer science. Before becoming "Xiao Yang", he worked as a programmer in Suzhou for 5 years. In 2019, he continued to go south and went to Xiamen to start an e-commerce business in partnership with others.

In 2021, my father suddenly fainted and was hospitalized, and the hospital issued a critical illness notice. Yang Guomin decided to carry the fertilizer factory that his father had run for 17 years.

▲Yang Guomin in the grassland of Inner Mongolia

At first, Yang Guomin learned to push and change glasses with customers during the banquet like his father, but he was so drunk that he even drank until his stomach bleed and went to the hospital. He began to realize that he could not step on the offline path steadily, and he could not go deep. So, he set his sights on the Douyin e-commerce platform and tried to sell goods through live broadcasts.

At the beginning, a live broadcast lasted more than an hour, and there were only one or two people in the live broadcast room. Luckily, by the time of the fourth day, there were 170 people online at the same time. Seeing this hot scene for the first time, Yang Guomin was so excited that he accidentally kicked the network cable away, "I had to go off the air". He couldn't laugh or cry.

Up to now, more than 3,000 pieces of sheep manure have been sold in a live broadcast with the largest orders, with sales of more than 100,000 yuan. After the live broadcast was on the right track, Yang Guomin set up a Douyin e-commerce team, focusing on short videos and live broadcasts. Now there are more than 20 people in the team, eight or nine anchors, two or three maintenance personnel in the live broadcast room, and the rest are responsible for editing and shooting.

Since "the son inherited his father's business", Yang Guomin, who loves to play games and fitness, has rarely been immersed in his hobbies, and in addition to taking care of the factory and busy with live broadcasts, he must ensure sufficient sleep, "Doing live broadcasts is very affected by the state, and the state is not good, which will affect language expression and interaction."

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Inheritance and innovation

The fertilizer factory is equipped with a fermentation workshop, an aging workshop and a bottling workshop, and the treatment method of sheep manure continues the tradition of the "Dayang factory director" period.

The fermentation workshop has a strong smell, and the sheep manure collected by Yang Guomin from the herdsmen will continue to ferment at high temperature in this workshop for half a year. When the sheep manure enters the aging workshop to dry naturally, there is no obvious peculiar smell. After several processes, the sheep manure is poured with fermentation water, and the final weight is almost the same as the original weight, "the fertility is mild, and the roots are not hurt and the seedlings are not burned".

The sheep manure sold by Yang Guomin is divided into powder manure and granular manure. Granular manure has one more process than powder manure, so the price is slightly higher. "Granular manure is generally used as a base fertilizer, and powder manure can quickly release fertility. ”

▲The powder manure has a delicate texture and is flocculent (source: micro-movie "Best "Black Powder")

After coming to Douyin, Yang Guomin noticed that the "balcony economy" broke into urban life, and a large number of "urban farmers" emerged. He smelled a business opportunity and spent a lot of money to introduce new filling machines and introduce small-scale packaging of sheep manure. "Two specifications, 3 pounds and 10 pounds. In his view, Douyin e-commerce provides a platform to gather the needs of the small crowd, and the trickle eventually converges into the sea, and the "niche" can also gather into the "public".

Most of the people who patronize Yang Guomin's business are young people, and many of them are confused and confused novices who have never applied fertilizer. He put a lot of thought into the sheep manure packaging, printing detailed "base fertilizer" and "top dressing" usage methods.

Yang Guomin also raised plants on his balcony, such as money trees, jade trees, and pothos. Since 2022, he has been tending to them with sheep manure processed in his own factory. "How to apply fertilizer, how to top dressing? Slowly explore, get experience, and share it with friends in the live broadcast room. He has his own experience: don't take care of it too hard, you can be "lazy", you can apply fertilizer, don't water every day.

▲Yang Guomin in the live broadcast (source: micro-movie "Best "Black Fan")

The father didn't know how to operate online, and he was not optimistic about online channels at first, but later when he saw his son's achievements, he would ask Yang Guomin from time to time how many goods he had bought and how much he was selling.

With the gradual improvement of online business, the "niche" sheep manure that most people have never heard of is becoming more and more "out of the circle", and the fertilizer factory has also expanded. During the "Dayang factory director" period, there were up to 7 workers in the peak season, and now this data has increased to more than 20, including two people who are responsible for printing express delivery orders. "This is a new position. ”

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Online drives offline entities

In the vast grassland, sheep dung is scattered everywhere, which is not unusual.

However, since Yang Guomin opened his online e-commerce business, more than 50 herdsmen in the surrounding area have also "turned dung into treasure" and benefited from it. "Buying at a price of 150 yuan a ton can increase the income of a household by several thousand yuan a year. ”

Some herdsmen drove their own sheep manure to Yang Guomin's factory, but it was too far away, so the factory sent people to collect and load it at the herdsmen.

In this way, the online business not only broadened the market for Yang Guomin, but also drove the offline industry, allowing more people to increase their income and profits. E-commerce and entities work well together and complement each other, and herders and workers are "wiped out" as a result.

Now, Yang Guomin's live broadcast room is broadcast every day, from 12:30 p.m. to 11 p.m., "several anchors take turns broadcasting". Orders are mainly concentrated in southern cities, among which Sichuan, Yunnan and Hainan have the largest number of buyers. Yueji, hydrangea, orchids, tomatoes, and cucumbers are the high-frequency plants that customers inquire about.

In Yang Guomin's view, high-quality products can speak, and users will naturally support them if they feel that they are easy to use, and many people in the live broadcast room are here to repurchase. "Unlike earlier, there were some doubts. It turned out that in 2022, Yang Guomin's live broadcast room had a "black fan", and he often left messages and ridiculed when he was on the air, "There are still people who sell, they want to go crazy for money!" Unexpectedly, after following this "black fan" for a while, he found that the store's sales were rising, and he gradually realized that sheep manure has unlimited prospects. After visiting Yang Guomin's factory, the "black powder" could not leave.

Today, this "black fan" is a member of Yang Guomin's Douyin e-commerce team, and Yang Guomin gives him 8,000 yuan a month, which is more than double his original salary. "The post is at the back end, mainly focusing on delivery and avoiding missed delivery. ”

On January 16, Xinhuanet and Douyin e-commerce "Looking for Companions" jointly released the Douyin e-commerce 2023 creator story, using four micro-films "Magic Umbrella Shop", "Best "Black Powder"", "Back to the Furnace" and "Who is Zhao Meili" to reproduce the exploration of four creators in different fields in Douyin e-commerce. Among them, "Best "Black Powder" is adapted from the real experience of Yang Guomin and "Black Powder" employees, recording the story of him turning sheep manure into a niche "hit".

It is understood that "looking for companions" is the base camp for the creators of Douyin e-commerce, and is committed to discovering high-quality creators like Yang Guomin to help them achieve long-term development on the platform.

Yang Guomin, who laughed at himself for "having a very stupid mouth", once thought that he was inherently unsuitable to be an anchor, but later he found that he didn't need to "have a lot of mouth" to do live broadcasts, and "just take out sincerity".

Text: Wu Linshu, Editor: Hu Jie, Proofreader: Wu Xingfa

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Class editor Gu Li

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