Let more "Jinzihao" agricultural products go to the big market

Postal staff go deep into the fields to help fruit growers deliver parcels. Photo by reporter Zhang Jianwen

Recently, the popularity of Shanxi's cultural tourism has continued to rise, and there is an endless stream of tourists coming to Shanxi. During the summer vacation, Mr. Zhang from Taiyuan received three waves of friends from other provinces who came to Shanxi for tourism. On the return trip, the friends bought more than ten barrels of vinegar from Ninghua Mansion in Taiyuan. In addition to vinegar, small grain products such as noodles are popular because they are low in sugar and nutritious.

Agricultural product sales, grab the Internet express

In recent years, our province has been striving to expand the influence of special agricultural products by participating in various national exhibitions and cooperating with various online shopping platforms, but what really produces the effect of "one stone stirs up a thousand waves" is the 2023 "Oriental Selection Shanxi Tour" live broadcast event. More than 100 "Shanxi good things" were almost sold out, with sales exceeding 75 million yuan and more than 1.3 million orders. At that time, the single-day sales volume of Shanxi old vinegar exceeded 100,000 barrels, and the daily transaction orders of many Shanxi specialties such as Taigu cakes, noodles and fish, and Wenxi boiled cakes exceeded 10,000 orders.

The proud live broadcast performance has made countless Shanxi people break their defenses, and let everyone realize the importance of marketing. Thanks to good marketing, batches of "Jin brand" products have changed from "raised in the deep boudoir people do not know" to "no one in the world knows you", from the land of the Three Jin Dynasty to the north and south of the river, conveying the taste of Shanxi and spreading Shanxi culture.

The production and sales of agricultural products are an important support for the revitalization of rural industries, which is connected to agriculture, rural areas and farmers, and cities and citizens on the other.

As a major fruit city in our province, Yuncheng City's fruit output in 2023 will account for 73.1% of the province's total. Among them, the regional brand of "Jiangxian Big Cherry" has become one of the "big industries" to leverage rural revitalization. When the cherries are ripe, each courier company will set up offices in the fields to help dealers pack and ship, and sell goods live in the fields with local fruit farmers. Online, netizens buy it now; Offline, farmers are picking, and couriers are packing and shipping. In order to make agricultural products fresh from the field to the tip of the tongue, some businesses are directly on the cold chain car to deliver to customers, the cherries picked in the early morning can be delivered to Taiyuan customers in the afternoon of the next day, and friends in other provinces in China can also eat fresh cherries two or three days after placing an order.

In the past two years, Fenxi County has vigorously promoted the planting of Yulu fragrant pears. Due to the thin skin and small core, the storage and transportation requirements of Gyokuro fragrant pears are very high. In order to help growers solve the problem of transportation difficulties, the delivery team of Fenxi County Postal Branch organized employees to go deep into the townships and towns to understand the situation by visiting cooperatives and growers, and at the same time opening up delivery channels, through "online + offline" publicity, "outlets + sites" collaboration, "retail + welfare" promotion, etc., to play a combination of punches, open up new ways, and continue to help Yulu fragrant pears sell to foreign countries.

Jinte produces color, and multi-department co-creation of the ecosystem

The reporter learned that over the years, Shanxi Post has actively played the advantages of business flow, logistics, capital flow and information flow "four flows in one", and has focused on solving the problem of "difficult sales, logistics and financing" in agriculture and rural areas by providing a package of solutions for "credit + sales + delivery", focusing on the characteristics of postal agricultural products, taking root in "soil" resources, highlighting "special" advantages, extending the "production" chain, improving customer shopping experience, and building a supply chain of "direct procurement at the source, chain development and omni-channel sales", and accelerating the creation of a rural e-commerce ecosystem.

This year, with the help of the "919" Postal Agricultural Products Festival, Shanxi Post selected more than 400 agricultural products to be sold all over the country through the postal e-commerce platform. Shanxi Post will also invest more than 2 million yuan in special subsidies to help the sales of agricultural products in our province.

At the same time, various industry institutions in our province promote Shanxi's characteristic products through their own online platforms to help farmers increase income. As of July 31, the Shanxi Branch of the Agricultural Bank of China helped 76 Shanxi merchants to settle in the Xingnong Mall of the head office, displayed 340 agricultural and sideline products online, and drove 39,900 transactions with an amount of 444,000 yuan to 22,000 customers. CCB Shanxi Branch has set up sales channels for 1,149 Shanxi commodities such as millet, aged vinegar and sesame oil in the procurement area of Shanrong Mall of the head office. As of August 31, the bank's 100 Shanxi Shanrong merchants had a total of 73,937 transactions with an amount of 5.8132 million yuan, allowing Shanxi's agricultural products to enter a larger market. Quwo Rural Commercial Bank cooperated with e-commerce platforms to carry out online sales, and organized employees to carry out marketing activities of "everyone is on the battlefield, everyone is an expert" to help the sales of local agricultural products break through geographical restrictions.

Based on the future, make up for the shortcomings of development from the source

Nowadays, in the low-key and introverted Shanxi, the popularity of cultural tourism has driven the sales of local products. In the future, how to achieve the sustainable development of the local product sales market?

Recently, the flagship store of Shanxi Famous and Specialty Alliance was unveiled. At the unveiling ceremony, many well-known Internet celebrity anchors entered the store to check in and promote various agricultural products in our province. Zhao Shiquan, chairman of Shanxi Lecun Tao Network Technology Co., Ltd., introduced: "The offline store of 'Famous Products Out of Jin' brings together more than 1,200 high-quality products from 117 counties (cities and districts) in the province, as well as special products from 100 counties and rural e-towns, and strives to build a selection base that links national Internet celebrities and agricultural leading enterprises. ”

The reporter learned that governments at all levels in our province have introduced a number of policies and measures to help the sales of various special agricultural products, especially those in poverty alleviation areas, and strive to make up for the "shortcomings" of development.

At the beginning of the year, the Provincial Development and Reform Commission issued a notice, requiring provincial organs and units to increase the consumption and procurement of special agricultural products in poverty alleviation areas, organize various key e-commerce enterprises and regional platforms to carry out a number of promotional and marketing activities, expand online sales, and focus on promoting the upward export of agricultural and sideline products in poverty alleviation areas. At the same time, we will further unblock the passage of agricultural and sideline products out of the mountains and into the city, continuously reduce the cost of warehousing, logistics and marketing, and promote the realization of a good situation of "multi-party participation, excellent quality and price, and win-win cooperation".

The sales of special agricultural products are related to the "money bags" of farmers and the "vegetable baskets" of urban residents, and to the high-quality development of the agricultural industry and the processing of agricultural and sideline products. At present, the "Black Myth · Wukong" game drives the vigorous development of Shanxi tourism, and the producers and operators of Shanxi native products should seize the opportunity, shout diligently, shout, broaden sales channels, take the express train of cultural and tourism industry development, seize the market, occupy the market, and turn the shortcomings of the development of native products under the early marketization into a product advantage of healthy life, so that more "Jin brand" products can go from the land of Sanjin to all parts of the country, so that more people can enjoy the taste of Shanxi and like Shanxi culture.

Reporter Zhang Jianwen

(Editors: Wen Wen, Li Lin)