How to tell a good story about the city's out-of-the-circle circle?
Different cities have created a variety of lifestyles for people. Hundreds of Chinese cities, each with its own unique cultural landscape and natural goodies, are now building more new consumption scenarios through new e-commerce platforms such as Pinduoduo, and through the flow of online celebrity catering, fruits, and snacks to the national market, further stimulate the value of food IP, improve the "visibility" of the city better and faster, break through the circle of cognition, and enter the public's field of vision. Not only that, as a pioneer of new e-commerce, Pinduoduo has always been consumer-oriented, committed to allowing consumers to enjoy a shopping experience of "more affordable" and "good service", grasping the increasingly updated "small needs" of consumers to cultivate a "big market", creating a better industry ecology, and striving to achieve a win-win situation among platforms, merchants and users.
Activate the gourmet IP
Because a bowl of flour has set a city on fire
If Internet celebrity food wants to compete for the coffee position, then snail noodles must be the C position without suspense. As a food business card of Liuzhou, snail noodles have attracted more and more people's attention and love with their unique sour, spicy and fresh fragrance and rich cultural connotation.
Before it became popular on the Internet, snail noodles were just a special snack on the streets of Liuzhou, and there was not even a store dedicated to selling them, relying on small traders to push carts to sell them all over the city. At the end of 2014, the first bagged snail flour enterprise was born in Liuzhou. The standardization, easy transportation, storage, and portability of pre-packaged products have satisfied the appetite of countless migrant workers who have gone to other lands, and also found new ideas for the promotion of snail noodles.
In the following year, the snail flour industry development conference was held in Liuzhou, under the guidance and help of the government, the quality inspection standards, management system, industrial chain and so on were gradually improved, and the industrialization of snail flour pre-packaging in Liuzhou was officially opened.
This industrial opportunity, born on the tip of the tongue, inspired Mo Qinji, a young man from Liuzhou after 85. In 2015, taking advantage of the development of Liuzhou's snail flour industry, Mo Qinji established Guangxi Meiji Food Technology Co., Ltd., which built its own factory, self-developed equipment and created its own brand, which is also one of the first batch of snail flour production enterprises in Liuzhou and one of the first 22 enterprises to obtain the license for the use of geographical indications of Liuzhou snail flour.
At that time, coinciding with the rapid development of the mobile Internet, e-commerce became a faster and more effective way for pre-packaged snail noodles to enter thousands of households, thus pressing the fast-forward button for development.
"We were the first batch of stores to settle in Pinduoduo, and we caught up with the most intense traffic growth, and tens of thousands of orders were sold in a seckill event. Deng Nengzhe, director of e-commerce operations of the company, recalled with a smile the early days of entrepreneurship, and once did not dare to participate in marketing activities, "I was afraid that the production capacity would not be able to keep up and the shipment would not be delivered."
Xinjiang consumers go to the village express delivery collection point near their home to pick up the express delivery Photo by Liu Zhou
Pinduoduo Express has been delivered free of charge to Siyuan Village, Daxiqu Town, Changji City, Xinjiang Photo by Liu Zhou
Mo Qinji's self-built factory is to ensure production capacity and stabilize quality, once the sales volume reaches the scale, the requirements for quality control are naturally higher. Which kind of sour bamboo shoots are more authentic and of higher quality, and which kind of sour bamboo shoots are "stinky" and of inferior quality and difficult to serve on the table? 37-year-old Li Ren is the vice president of agriculture-related business of Guangxi Meiji Food Technology Co., Ltd., which belongs to the snail flour brand "Luomandi", and is also the second-generation "smeller", responsible for the procurement and storage management of raw materials such as sour bamboo shoots.
By testing the fiber, PH value, acidity, strains, green peel ratio and other indicators of sour bamboo shoots, Li Renneng can judge the quality of sour bamboo shoots more scientifically and standardly, so as to ensure that the snail flour can be shipped on a large scale in today's industrial development, and the high quality of sour bamboo shoots can be maintained at the same time.
The improvement of odor smeller's management technology has helped the online sales of products to rise all the way, and the customer complaint rate has decreased significantly. At present, the average daily sales volume of Luomandi on the Pinduoduo platform has reached 70,000 packs, and many SKUs have been listed in the snail powder praise list and best-selling list.
Behind the popularity of snail noodles is Liuzhou's long road to new e-commerce to get rich. The road to nationalization of a local specialty snack must not only rely on a simple push model, and the Internet is the natural blower for creating demand. A bowl of noodles completely set a city on fire and fed tens of thousands of Liuzhou people.
Li Ren is just a microcosm of the thousands of beneficiaries of the snail flour industry chain. The company employs 340 people, many of whom live near the factory. Deng Nengzhe said that e-commerce platforms such as Pinduoduo have stabilized factory production capacity, so that more young people can stay in their hometowns to start businesses and find employment.
Embrace the beauty of Xinjiang
Promote Xinjiang to become a free shipping area
The beauty of Xinjiang is not only the magnificent scenery, but also the mouth-watering food. Salmon, vannamei shrimp, crab, Australian freshwater lobster...... In 2023, a bumper harvest of seafood produced in Xinjiang will be supplied to the tables of people all over the country through Pinduoduo. Xinjiang, an Chinese mainland province far north and south of the Tianshan Mountains and deep into the hinterland of the Eurasian continent, has shocked many consumers by being able to mass-produce seafood.
If you want to buy Xinjiang snow crabs, log in to the "Duoduo Harvest Museum", and it will only take one day to reach the hands of long-distance consumers such as the Yangtze River Delta from the Irtysh River to the Yangtze River Delta at the earliest. With the support of Pinduoduo's tens of billions of subsidies and other resources, the sales of snow crabs in Xinjiang continue to rise, and some Pinduoduo merchants said that the overall output of the upstream breeding base can reach 100 to 150 tons in 2023, and it is expected to reach 300 tons this year.
While helping Xinjiang's good things go out and sell, Pinduoduo is also paying attention to the needs of Xinjiang locals. For a long time, problems such as online shopping without free shipping and expensive postage have plagued Xinjiang consumers for a long time. Pinduoduo pioneered the free shipping mode of transit consolidation in response to this pain point, allowing all merchants to send the parcels of Xinjiang consumers to the Xi'an transit container warehouse, and then the platform will deliver the goods to Xinjiang through the third-party logistics service operator, ending the history of express delivery without free shipping in Xinjiang. However, due to the scattered layout of villages in Xinjiang and the high cost of delivery, many express parcels are still "blocked" in counties and towns, which inhibits the regional consumption potential to a certain extent.
Snail flour delivery warehouse photo by Li Jianjian
In order to dredge the channels for consumer goods to enter the village, in July 2023, Pinduoduo, together with third-party logistics service operators, took the lead in piloting express delivery services into villages in Yache County, Kashgar Prefecture, shortening the distance between terminal distribution outlets and consumers from tens of kilometers to several kilometers, and compressing the time limit for signing for delivery from a few days to 24 hours. Consumers no longer have to save up for a few days to pick up a courier, nor do they need to drive half an hour or an hour to the county or town to pick up the goods, and they can pick up the express package on the way home every day.
It is reported that the service has been opened in more than half of the villages in Xinjiang, covering more than 10 categories such as women's clothing, men's clothing, beauty, car products, department stores, digital, mother and child, shoes and bags, home textiles and home decoration, food, etc., as low as a few yuan of daily necessities, up to thousands of yuan of mobile phone appliances, all support free shipping delivery into the village.
In response to urgent needs, Pinduoduo has also opened a "3-day delivery" express delivery service, so that both herders in northern Xinjiang living in alpine grasslands and residents in southern Xinjiang living in the desert Gobi can enjoy the convenience brought by e-commerce.
In terms of after-sales, the platform also provides Xinjiang consumers with a "7-day no reason to return" service, and the returned goods will subsidize the freight according to the first logistics cost. Consumers only need to search for "Xinjiang free shipping" on the homepage of Pinduoduo, enter the exclusive channel page to place an order to buy their favorite products with one click, and look for the words "return package freight" and "7-day return" on the product introduction page, and they can enjoy the same fast and high-quality express delivery and return service for consumers in the "free shipping area".
"Express delivery is a bridge connecting production and consumption, and a 'barometer' that reflects economic vitality. The person in charge of Pinduoduo's relevant business said that in the future, it will continue to unite the forces of all parties, mobilize platform resources, continue to dredge the blockage of e-commerce cargo flow, and continuously expand the service area of express delivery into the village, and then build a logistics corridor from the source of manufacturing to Xinjiang, driving Xinjiang and even the entire western region to radiate new economic vitality.
According to the data released by the State Post Bureau in 2023, among the express business volume and business income of provinces, autonomous regions and municipalities across the country, Xinjiang's express business volume (excluding the parcel business of postal companies) has completed a total of 305 million pieces and an express business income of 6.2 billion yuan, a year-on-year increase of 88.1% and 77.9% respectively, ranking first in the country. The rapid development of new e-commerce will not only drive the continuous improvement of the infrastructure of the express delivery industry, but also find new increments for the regional economy and new potential energy for surging development.
Screenshot of the event feature page
(Photo provided by the interviewee)
Source: Zhejiang Daily