The article is transferred from the 35 bucket WeChat public account Author: Sun Dan
On April 16, Tiantian Xuenong, an online training platform for domestic agricultural vocational education, held a press conference on brand strategy and C+ round financing in Shenzhen. Asia Impact Investment Fund II, Pine Harvest Capital, Changce Investment, industry experts and scholars, authoritative media and other relevant personnel witnessed the scene.
At the meeting, Tiantian Xuenong released its new brand strategy and C+ round of financing in 2024, which will be invested by the second phase of the Asian Impact Investment Fund, and the financing amount will focus on new business development and product research and development. Previously, Tiantian Xuenong has received multiple rounds of financing of hundreds of millions of yuan from well-known institutions such as Jingwei Venture Capital, Songhe Capital, Yongchuang Capital, and Changce Investment.
Founded in 2017, as the leader of the online training platform for agricultural vocational education in China, Tiantian Xuenong has served more than 7 million domestic and foreign users, more than 3,000 cooperative experts, and a total of more than 60,000 courses, building a regional characteristic agricultural network training platform for more than 50 cities and counties. At the same time, it has cooperated with more than 150 scientific research institutions and agriculture-related colleges and universities to jointly build curriculum content and training standards, and is committed to cultivating new professional farmers and helping the revitalization of rural talents.
The 2024 brand strategic plan of Tiantian Xuenong clarifies the brand positioning of "vocational education platform for rural revitalization", releases a new matrix of "3 schools + 1 platform + 2 programs", and lays out "agriculture, forestry, animal husbandry and fishery" with agricultural clothing school, garden school and zoological school to empower "rural +" talent upgrading;
Tan Zexin, co-founder of Fengnong Holding Group, shared the group's profound experience of ten years of hard work in the field of agricultural services. Tan Zexin said that Tiantian Xuenong was born from Fengnong Holdings' years of front-line agricultural service experience, and has been focusing on the training track of professional farmers, keenly capturing the needs and pain points of agricultural practitioners, and using the digital training platform to serve more than 7 million users across the country. Tiantian Xuenong is very fortunate to seize the opportunity of the times when the country vigorously advocates vocational education and rural revitalization, realizes the leap from basic technical training to systematic vocational skill recognition, and contributes to the development of regional agriculture and the upgrading of agricultural talents. In the face of the broad and far-reaching market demand and social responsibility of agricultural vocational education, it is more necessary to have a "long-distance running spirit", insist on doing difficult but right things, learn agriculture every day to focus on agricultural problems, be determined to serve the three rural areas, and actively promote the development of agricultural practitioners in the direction of professionalism, organization and scale, and persistently run this "online agricultural university that everyone can attend".
From skill upgrading to career recognition, how to deeply participate in the revitalization of talents, Zhao Guang, CEO of Tiantian Xuenong, gave a specific answer in his brand strategy release. Zhao Guang believes that from the different perspectives of agricultural policy, industrial status, social development and practitioners, the agricultural vocational education done by Tiantian Xuenong is a new species of "following the trend", and it is the integration of agriculture, vocational education, the Internet, media and other elements. Nowadays, the boundary between rural and urban areas is gradually blurred, and under the trend of urban-rural integration, an obvious "talent vacuum belt" has been formed between urban and rural areas, and a large number of new occupations integrating cross-border and refined division of labor have emerged. The core of the circulation of urban and rural industrial elements is that talents, capital, and policies play a role, and people play a leading role in the innovative allocation, coordination, and leading role of the elements.
How to seize the new opportunities in the era of "rural +" and amplify the role of people in the allocation of factors between urban and rural areas, Tiantian Xuenong put forward a new positioning of a vocational education platform for rural revitalization, and planned the development ideas of Tiantian Xuenong in the next few years in a more specific and detailed manner.
Tiantian Xuenong is divided according to different customer groups and business scenarios, focusing on anchoring the three major fields of agricultural clothing, gardens and animals, and focusing on building three characteristic schools of agricultural clothing school, garden school and animal school respectively, accurately matching the trend of modern agricultural refinement, specialization and youthfulness. Among them, the Agricultural Service School focuses on improving the professional and technical ability and management level of agricultural producers, and trains agricultural managers, rural planners, digital agricultural technicians and other key roles in the process of modern agricultural transformation and upgrading. The education and training of landscape architects, pet doctors and other related professions provide batches of cross-border talents with high skills and innovation capabilities for urban agriculture and related industries. In addition, Tiantian Xuenong officially released the open platform for rural revitalization of agricultural knowledge - "Tiantian Zhitang", linking experts and users, creating a PUGC knowledge sharing model, and greatly improving the efficiency and quantity of course development by signing lecturers and experts through the empowerment platform, and providing farmers with more systematic and rich courses and knowledge.
From rural to urban agricultural individual talent training, Tiantian Xuenong put forward the preliminary solution of "three university halls". How to truly let people serve the industry and industry well and seize the huge opportunity of talent revitalization, Tiantian Xuenong has released two major solutions - rural talent training solutions and enterprise talent upgrading solutions to serve the needs of rural talent revitalization and industry talent promotion and transformation. Among them, the former serves the work functions of various units such as government agencies, universities, associations, state-owned enterprises and training schools, while the latter focuses on empowering the internal manpower improvement needs of agricultural-related enterprises such as insurance, agricultural materials, and agricultural products. Relying on the self-developed SAAS V2.0 system and a professional course library with a total of 60,000 sessions, Tiantian Xuenong has solved the technical problems and teacher bottlenecks of the government and enterprises in building an online training platform in one fell swoop, effectively reducing training costs and significantly improving training efficiency.
It is worth noting that the two solutions effectively respond to the real pain points of the industry and the industry in talent training. On the industry side, it greatly solves the pain points such as the scarcity of high-quality courses, the high cost of training delivery and the cultivation of talents for enterprise transformation, and provides a systematic solution for the construction of talent teams such as organizations and institutions.
"Tiantian Agronomy has changed from the original 'knowledge changes agriculture' to 'knowledge changes agriculture, agriculture has a better life', and the new brand concept conveys that Tiantian Agronomy is no longer just a simple service around knowledge, but also emphasizes how to improve people's ability to allocate factors in all aspects of agriculture, and finally realize the business logic of agriculture serving public life. In Zhao Guang's view, it is most appropriate to interpret the business logic contained in this business change with a new brand concept.
At the C+ round of financing conference, a number of relevant authoritative experts in the field of agriculture and representatives of daily agricultural students discussed and exchanged topics such as the strategic significance of talent revitalization to the process of agricultural modernization. Among them, everyone affirmed the important role of scientific and technological innovation in the development of the current agricultural industry, agricultural production under the integration of industries needs more cross-border comprehensive talent support, and the rise of new farmers under the development of rural revitalization needs more integrated cross-border and refined vocational education. The online agricultural vocational education carried out by enterprises such as Tiantian Xuenong is a good supplement to academic agricultural education, which can make up for the lack of comprehensive practical talents under the existing education system and bring timely rain to the development of modern agricultural industry.
At present, the mainland's agriculture is in a critical transition period from tradition to modernity, with significant growth in agricultural output value and farmers' income, accelerated agricultural professionalization, and the continuous growth of professional farmers, making the demand for high-quality agricultural vocational education more and more urgent. The social value of agricultural vocational education is not only reflected in the fact that it is an important engine to promote the upgrading of agricultural industry and promote rural revitalization, but also in the important role of solving the structural contradiction of agricultural labor quality and realizing the sustainable development of agriculture. With the continuous optimization of policy support and market environment, and the acceleration of agricultural science and technology innovation, agricultural vocational education will continue to release huge potential, and the future development space is broad, which is worth looking forward to.