Young people return home, old coarse cloth "out of the circle"

□ Reporter Wang Jian

Correspondent of this newspaper, Zhang Ming, Zheng Fengkai

"Young people have knowledge and hard work, and they can definitely lead us to do better and better." This is what workers expected of Liu Yue when he first arrived at the factory in February 2014. At that time, the once beautiful Jinan Anqi Craft Soil Cloth Textile Co., Ltd. (hereinafter referred to as "Anqi Cloth Industry") was in a slump in foreign trade business, the direct sales store closed, the traditional old coarse cloth processing project was difficult to save the defeat, and the development of the enterprise was difficult. In the past 7 years, Liu Yue has carried out drastic reforms after taking over the enterprise from his mother, to simplify the complex, reshape the brand, and use the live broadcast platform to build the Shanghe Old Coarse Cloth, the intangible cultural heritage of Jinan City, into a "blockbuster".

"Sisters, what products do you want, take a picture, then go to collect coupons, and then place an order." At 11:00 a.m. on May 2, liu Yue, who had just turned 30, was busy broadcasting live in the Anqi cloth factory building in Sunji Town, Shanghe County, Jinan City. With the sound of order printing from time to time, the staff in the warehouse began to pack and ship.

Testing the water short video live broadcast for more than 1 year, from 0 views to the Spring Festival holiday in 2021, thousands of transactions were sold every day, and Shanghe Old Coarse Cloth embraced new media e-commerce and ushered in leapfrog development. In 2020, the annual revenue of Anqi Fabric Industry increased by 80% to more than 6 million yuan.

Liu Yue, who graduated from Qufu Normal University in 2013 majoring in information management and information systems, gave up further education and many job opportunities, chose to return to his hometown, and began the story of the old coarse cloth with Shanghe. "Block the Internet, get off the Internet, sit in the middle of a daughter official." The foot stepped on it, the hand was pulled, and the carp was startled to scurry back and forth. "It is his greatest wish to continue to pass on this folk traditional craft."

After he took charge of the enterprise, Anqi Fabric industry once again focused on the processing of traditional old coarse cloth in Shanghe, and gradually formed a product system based on the Shanghe old coarse cloth bedding series, the traditional old coarse cloth gift box set as a high-end series of products, and coarse cloth shirts, coarse cloth household products as auxiliary products. Liu Yue re-registered the "Quancheng Colorful" trademark and designed the brand's VI system, targeting young people with target customers.

In 2015, Shanghe Old Coarse Cloth made a stunning appearance at the Flower Expo; it was also in this year that the county's direct-operated store reopened. In the same year, Liu Yue began to explore the combination of old coarse cloth and e-commerce. "WeChat, Alibaba, JD.com, Douyin... I have walked through almost all the e-commerce paths. "Taking pictures, batch processing pictures, video editing, as a "polytechnic man", he plays with these things with ease.

"We now have our own live team." Liu Yue remembers very clearly, on February 12, 2020, they started the first live broadcast, and the result was 5 hours, 0 views. But only half a month later, their persistence was exchanged for an average of 6,000 views per game and sales of more than 3,600 yuan. Companies have gradually embarked on the e-commerce sales model, which has both saved costs and improved efficiency, and now 70% of their orders come from online. Liu Yue specially bought a camera and often recorded the process of weaving cloth for the elderly. This year, he is also preparing to build a living museum in the village, which fully presents the old coarse cloth weaving process.

The key to rural revitalization lies in people. "Nowadays, more and more young people like Liu Yue have returned to the countryside with knowledge and new development ideas, and the 'one village, one product' agricultural industry system is constantly growing." Yin Xinquan, member of the organization committee of Sunji Town, Shanghe County, said.

"In March last year, the '15 Articles of Yangui Shanghe' was released, from the three aspects of providing support for the whole chain of innovation and entrepreneurship, expanding the space for the rise and development of talents, and implementing the life services of 'the old and the small', put forward 15 policies 'dry goods', and threw an 'olive branch' to the majority of talents abroad with the greatest sincerity." Yan Zhiqiang, member of the Standing Committee of the Shanghe County CPC Committee and director of the Organization Department, introduced that more than 1,000 young talents have returned to Shanghe in the past year.

"We plan to use three years to strive to attract more than 2,000 talents by 2022, of which more than 500 are returning to business and entrepreneurship, more than 500 are returning college students, more than 400 talents are recalled, more than 100 people are returning to the village, and more than 500 are recruiting rural revitalization commissioners." Yan Zhiqiang said.

Source: Volkswagen Daily