At the beginning of this year, because of breaking into the finals of Kuaishou's first "Agricultural Technology Star" competition, Deng Yan (Kuaishou account: Agricultural Little Swallow), the creator of agriculture and agriculture after 85, came to Beijing. Eleven years ago, she was part of the city's bustling crowd, busy with offices and landscaping sites every day. Hundreds of days and nights later, the call of her family and the confusion of her career made her begin to re-examine her life and make the decision to return to her hometown to build her dream.
On the day of the end of the North Drift in 2013, the anxious Deng Yan could not imagine that he would be able to sell chemical fertilizers and pesticides to all parts of the country in Siping, Jilin in the future, and he could not imagine that he could create an agricultural brand from scratch. Six years ago, she tried to promote agricultural technology through short videos, launched live broadcasts every day to answer questions for Lao Tie, and gained the trust of 660,000+ fans in Kuaishou over time. Agricultural technology spread across thousands of miles, helping farmers to embark on the road of increasing income and getting rich, and also allowed Deng Yan to explore the agricultural material business.
From urban to rural, female white-collar workers have become new farmers
Deng Yan, a girl from Inner Mongolia born in 1987, grew up and studied in the city since she was a child, "even if she was admitted to Inner Mongolia Agricultural University in 2007, she never thought that she would go to the countryside to run a business." After graduating from university, like all young people who aspire to first-tier cities, she relied on her own efforts and diligence to gain a firm foothold in a landscaping company in Beijing. A phone call from her in-laws changed the direction of her career.
Deng Yan and her husband are a model couple from campus to wedding dress, and her husband studied at Inner Mongolia Agricultural University, in large part because of the advice of her in-laws - the two old men have been agricultural material dealers all their lives, hoping that young people can take over the baton from their fathers and continue to serve farmers on the front line. Seeing that the young couple was high-spirited when they began to drift north, the old couple was embarrassed to let them return to their hometowns, and later saw that the young people were confused in the workplace, and the in-laws finally had a sincere communication with Deng Yan in 2013.
In order to persuade Deng Yan to return to Siping, Jilin, the older generation of agricultural workers gave three reasons: first, the traditional fertilizer market has shrunk, they do not understand the new business model, and the pressure is increasing year by year; second, the bad money in the fertilizer market at that time drove out the good money, and they as regular fertilizer dealers, the living space is seriously compressed; third, both of them are old, whether it is physical strength or energy, can not support high-intensity work. After some ideological struggle, Deng Yan decided to fulfill the responsibilities of the younger generation and take over as a new farmer.
Even though she gave herself a "preventive shot" early, Deng Yan still felt very lost for a long time. Compared with her classmates who worked hard in the city, she felt that her life had been stolen, and the exquisite makeup, beautiful clothes, and cultural museums no longer existed. "Every day is to drill buds, and any beautiful skirt has nothing to do with you. "Once her skirt was torn by a crop, and Deng Yan cried when she came home.
However, Deng Yan has a strong ability to regulate her emotions, and after crying, she clarified the goal of returning to her hometown to start a business: combining agricultural theory and field practice to create a planting plan for farmers to increase production and income, and operating her own agricultural material store in good faith to provide more cost-effective agricultural products for the villagers. So, she solved difficult problems for farmers in the fields during the day, and went home at night to continue to learn theoretical knowledge such as water and fertilizer supply, pest and disease control, etc., and gradually made a name for herself in the local area with her mind and foresight.
Share agricultural knowledge and connect more ordinary farmers
Since 2013, Deng Yan has operated an agricultural material store in Siping, Jilin Province, serving thousands of farmers in the surrounding townships. In this process, she became more and more aware of the lack of professional agricultural technology popularization among ordinary farmers, and even less knowledge of the advantages and disadvantages of agricultural products and their usage. At the same time, Deng Yan found that Kuaishou had a very high penetration rate among the three rural groups, and decisively opened a Kuaishou account in 2018 to settle in this vibrant new farmer community.
Although she doesn't know how to operate, Deng Yan brought the agricultural knowledge she had accumulated over the years online, which still aroused the interest of Kuaishou Lao Tie. "Kuaishou is so suitable for me, I don't need to cater to anyone here, just share the correct agricultural technology and show the cost-effective agricultural materials. Make a beautiful flower and it will naturally attract your own little bees. Fans followed the content of her short video, the crops grew well, the harvest was high, and the account soon exceeded 10,000 fans.
In 2019, Deng Yan participated in a Kuaishou salon in Heilongjiang, "I heard a guest's point of view, he said that Kuaishou is a stage for ordinary people, and if you insist on doing valuable and positive content output, your account will be able to do it for a long time." After the event, she decided to start the live stream. But when it comes to the first live broadcast, Deng Yan still can't cry or laugh: "There are 6 people online, 5 are family members, and one is my trumpet." However, Deng Yan did not go off the air, but insisted on finishing all the content prepared.
No matter how busy she is from now on, Deng Yan will learn new knowledge about agriculture during the day and start the live broadcast with courseware at night. Her live broadcast room first attracted acquaintances, then poured into users in the same city, and finally was recommended to farmers across the country. Today, her account "Agricultural Little Swallow" has become an influential personal IP in the field of agriculture, agriculture and agriculture, and each live broadcast can affect tens of thousands of ordinary farmers.
When disseminating agricultural techniques to a large number of farmers, Deng Yan also felt pressure and responsibility. She believes that farmers depend on the land for their livelihood, and if they do not ensure the accuracy of their knowledge, they may ruin a year's hard work. This pressure pushed Deng Yan to continue to improve, prompting her to become a senior agronomist in 2020 and take the postgraduate examination last year. In addition, her live broadcast has also become intensive, not only focusing on the corn field, but also making topics according to agricultural nodes, covering the whole process from sowing to harvesting.
Make efforts to develop agricultural e-commerce, and take advantage of Kuaishou to incubate brands
The difficulty of trading agricultural materials used to be a problem that plagued many farmers and manufacturers. In the traditional trading scenario, the use of agricultural products is lagging behind, as the buyer of the farmer is difficult to judge its actual effect, as the seller of the manufacturer is hindered by the lengthy link of the agency, it is difficult to insight into the real demand of the field. As a result, cost-effective agricultural products are not effectively promoted, and farmers' expectations for increasing production and income are often disappointed.
Not only that, the regularized agricultural materials marketers also have troubles - they wholeheartedly choose products and do business in a down-to-earth manner, but the customers are robbed by the "agricultural materials flickering group" who are good at entertaining and giving gifts. Before becoming the creator of Kuaishou Sannong, Deng Yan also encountered the same dilemma, but after short videos and live broadcasts of popular science and agricultural technology, she found that even if she rarely took the initiative to attract traffic, the sales of her agricultural physical stores in 2019 more than doubled.
"Farmers can see through Kuaishou that I not only promote agricultural technology and sell agricultural materials, but also visit farmers every summer to verify the effectiveness of technology and products. Short videos and live broadcasts have built trust between Deng Yan and her fans, and have continued to translate into sticky purchasing power, with some farmers even entering the store to consume 109 times. In 2021, after Kuaishou officially opened the agricultural materials category, she decisively opened the Kuaishou store, and then created her own agricultural materials brand, which greatly shortened the agricultural materials transaction link.
So far, Deng Yan's Kuaishou store has sold more than 190,000 copies of agricultural products, which has not only driven farmers to open the door to increase income and become rich, but also achieved geometric growth in their own income. "At Kuaishou, I'm equivalent to opening another branch. Others need rent to open an offline branch, but my online branch doesn't. How good is this, it must be broadcast live without moving!" Today, this online "branch" sells agricultural materials all over the north of the Yangtze River, and its revenue accounts for more than 90% of the company's overall revenue.
Deng Yan's motto is "help others, improve yourself", and firmly believe that "a flower blooming alone is not spring, and common prosperity is full of spring". With the improvement of her brand system and product structure, she also plans to absorb a group of experienced agricultural material dealers, guide them to use the new agricultural tools of Kuaishou, do a good job in the new farm work of live broadcasting, and become a member of Kuaishou agricultural technicians. According to the data, 42.46 million rural users create and share in Kuaishou every month, of which more than 216,000 are agricultural technology creators.
"Goodbye, the last 5 years. In the next 5 years, the little swallow in agriculture will fly higher!" On January 5, 2024, Deng Yan advanced to the top six of Kuaishou's first "Agricultural Technology Star" competition, and wrote a thousand-word essay with tears in her eyes: "I feel that there are many people on this track, like me, who are silently persevering, the key is that our persistence is seen and valued, and I sincerely thank Kuaishou for this platform, which gives me the opportunity to show my talent." ”