Huanxian County is rich in a variety of small grains. (Data map) courtesy of Huanxian Financial Media
Chinanews.com Gansu News, April 12 (Qiao Jie) From "raising in the deep boudoir people do not know" and "guarding the gold and silver mountains without food" to breaking out of the circle, Gansu Huanxian County, which has the reputation of "China's Sheep Valley", "China's Hometown of Small Grains" and "China's Shadow Puppet Township", has relied on "native products" to create the myth of "traffic password" again and again. Huanxian lamb, sunflower seeds, sunflower rod core, sunflower stamen and other products ranked first in the list of similar products in e-commerce, and small grains such as buckwheat noodles and flaxseed oil have become popular green foods on the public's table......
On April 10, 2024, packages from all over the country in the Huanxian E-commerce Industrial Park are being intelligently sorted. Photo by Qiao Jie
Breaking through the limitations: how to break out of the cocoon of agricultural products in the deep mountains?
The unique geographical environment and the organic integration of the natural environment allow Huanxian County to produce delicious mutton and high-quality small grains. The product is good but there is no market, which has become the most constraining problem in the development of Huanxian County, and the development of e-commerce is an attempt to adapt to the times in Huanxian County.
In 2015, Huanxian County implemented the "one park, five centers, four modernizations and one base" with e-commerce industrial park, small grain processing center, online goods supply center, traceability monitoring center, cold chain logistics center, "Huanxiang people" brand operation center and agricultural products scale, standardization, branding, and e-commerce, supporting e-commerce live broadcast base, and initially explored and formed the "six unifications" of unified orders of cooperatives, unified processing of enterprises, unified brand of "Huanxiang people", unified packaging of online cargo center, unified supervision of traceability system, and unified distribution of logistics system E-commerce model.
"It integrates the functions of online goods supply, primary processing, deep processing, and cold chain warehousing, and provides a full range of services for e-commerce enterprises and agricultural product processing enterprises. Zhang Jinbo, director of the e-commerce office of Huanxian County, said, "Through cooperation with government agencies, third-party e-commerce service agencies and other parties, we have built an e-commerce development platform in Huanxian County, providing a good development environment for e-commerce enterprises and entrepreneurs." ”
On April 10, Huanxian e-commerce anchors brought goods live in the buckwheat noodle processing plant. Photo by Qiao Jie
Exploring Change: How Can Online Sales Drive Traffic?
"Treasures, today I will mainly introduce to you Huanxian running goat meat, which is tender and has a good taste...... Since the completion of the Huanxian E-commerce Industrial Park, the anchors in the live broadcast room have introduced the products with affection. The staff was busy checking the orders and packing and shipping. Outside the live broadcast room, the courier brother waited to deliver the goods to thousands of households, and the entire industrial park was immersed in a tense and orderly busyness.
This year's 28-year-old Zhang Jin'e is an anchor with goods in the "Uncle Liu of Longshang" online store, and has become the anchor with the highest praise rate with her "down-to-earth" live broadcast style, and the popularity of Huanxian lamb promoted by her live broadcast has also risen. "I think the first thing the anchor should do is to explain the product to customers and consumers clearly through the live broadcast, so that everyone can have a good impression and trust in the product in the live broadcast room, and they will buy the product. Zhang Jin'e shared the "tips" of the live broadcast.
It is understood that there are currently 29 companies settled in the Huanxian E-commerce Industrial Park, and there are nearly 60 anchors like Zhang Jin'e. In addition, there are 5 AI intelligent digital humans to answer various questions from fans about product content.
In addition to e-commerce anchors, network people, store owners, farmers, etc. have all become "anchors" to promote Huanxian agricultural products anytime and anywhere. The factory has become a store, the workshop has become a live broadcast room, and the workers have become anchors. Nowadays, Huanxian County uses online e-commerce as a medium, through a small screen on the mobile phone, so that local high-quality agricultural products "touch the network" out of the village and into the city, with the help of the e-commerce platform, Huanxian County's agricultural products are constantly going out of the mountains.
It is understood that Huanxian County has also continued to promote the construction of live broadcast villages, live broadcast bases, and live broadcast talent matrix, absorbing 50 network anchors with more than 10,000 fans, and carrying out live broadcast activities on a regular basis. In 2023, a total of more than 300 live broadcasts will be carried out, with sales of 150 million yuan, and Huanxian e-commerce will be rated as an excellent case of national rural live broadcast e-commerce in 2023.
On April 10, the anchors in the Huanxian E-commerce Industrial Park were live broadcasting. Photo by Qiao Jie
Extending the chain: how to improve the e-commerce industry in depth?
As a national comprehensive demonstration county of e-commerce into rural areas, Huanxian County has proved in practice that e-commerce, as an emerging format, can not only promote agricultural and sideline products, help the masses get rid of poverty and become rich, but also promote rural revitalization.
However, Huanxian County, which has deep mountains and deep ravines and scattered settlements, has encountered an Achilles heel in the development of e-commerce - express logistics. In rural areas, the express logistics distribution system is one of the important channels for agricultural products to enter the city and consumer goods to the countryside.
Every morning, the express distribution center of Huanxian e-commerce industrial park will usher in a freight truck full of parcels, with the close cooperation of more than 10 workers, the intelligent sorting line can accurately distribute 8000 parcels to their respective grids within 40 minutes;
"The 43 areas in the county will be delivered immediately, and the township and village groups will have designated vehicles to pull and transport them to the township, and then hand them over to the postal courier to complete the delivery on the same day. Lv Xiancheng, director of the express sorting center, said, "The farthest township in Huanxian County is more than 150 kilometers away from the county seat, and the farthest village is more than 50 kilometers away from the township, which can be delivered on the same day." ”
With the rapid development of the sheep industry and e-commerce industry in Huanxian County, cold chain storage and transportation have become an urgent need for most enterprises, and Huanxian County immediately established a cold chain logistics distribution center storage facilities. Mao Lei, director of the cold chain center, said, "The total capacity of the existing inventory is 17,000 tons, which is used to store mutton, apples, agricultural and sideline products and other items. ”
"In the first quarter of this year, the e-commerce transaction volume of Huanxian County was 450 million yuan, and the online retail sales exceeded 100 million yuan, a year-on-year increase of 3.83%. Zhang Jinbo said. (ENDS)