"Inside this bottle, there's a little bug, can you see it?"
On the afternoon of October 18, Wen Weibing of the Luying Yinxi Tea Garden in Shangyi Town, Zijin County, Guangdong Province, gave the visiting guests a "vision test question" and asked them to find a small bug in a transparent glass bottle. Guests, including Xie Yonglin, general manager and co-CEO of Ping An Group, were almost overwhelmed by this question.
This insect is not simple, it sucks the juice of the tender tea leaves, damaging the growth of young buds. In the eyes of ordinary people, it is considered to be a pest of tea, but in the eyes of tea farmers in Zijin County, Heyuan City, it is a priceless treasure and a key contributor to the famous brand "Purple Cicada Tea". "I'll teach you to do business and tell the story of this little bug." Xie Yonglin taught Wen Weibing the "Business Classic" on the spot, and came to an impromptu "Rongzhi Empowerment" and "Brand Empowerment".
In Zhaoyuan Village, a few kilometers away from the tea garden, a press conference with the theme of "digital village" ended four hours ago, and the theme words such as "rural revitalization" and "common prosperity" ran through the whole process, with the same frequency, synchronization and direction as the national strategy, and contributed to the financial temperature and scientific and technological strength of safety to achieve rural revitalization and common prosperity.
▲ Xie Yonglin, General Manager, Co-CEO and Chairman of Ping An Bank of China, attended the Digital Village Conference
<h1 class="pgc-h-center-line" data-track="12" > the secret of Zijin Chan tea</h1>
23 degrees north latitude is known as the "emerald latitude", the area at this latitude has a mild climate, sufficient light, abundant rainfall, superior natural ecological environment, and the world's high-quality tea is produced from this latitude, such as Alishan in Taiwan, Yunnan Pu'er and other places are at 23 degrees north latitude.
Guangdong Heyuan Zijin County is also at 23 degrees north latitude and is known as the emerald on the Tropic of Cancer. In recent years, the popular purple cicada tea is one of the brightest in the "green pearl".
"The core secret of purple cicada tea is to choose young buds that have been bitten by small green leaf cicadas." The day before the tea party, Wen Weibing pointed to a small green insect in the tea bush and told reporters, "The little green leafhopper especially loves to bite the tea buds, and once it bites, the tea leaves will dry up and cannot grow." ”
The small green leafhopper, nicknamed floating dust, is no more than 2 mm long, and its whole body is turquoise, but it is like a grain of green dust floating in the air, which is difficult to detect. The floating dust that likes to hide under the leaves and suck the leaf juice is sensitive by nature, and the slightest flutter of the tea leaves is enough to scare it away, if it is not wen Weibing's careful guidance, it is difficult for people to notice this "green dust".
Because it often bites the tea leaves, it was treated as a natural enemy of tea in the early days. But later, people found that the tea leaves after being bitten by the floating dust had a strange honey fragrance, and they gradually accepted it. In Hsinchu, Miaoli and other places in Taiwan, people call this tea with a special fragrance "Lime Wind Tea"; in Guangdong Zijin, it has a rather Zen name - "Purple Cicada Tea", which is a fist product of local prosperity and rural revitalization. The most expensive "Oriental Beauty" variety of this tea can be sold for tens of thousands of yuan a catty. It is no exaggeration to say that a small green leafhopper flapping its thin wings can blow a whirlwind of wealth over the local tea garden.
At the tea party on the 18th, after listening to the story of the little green leaf cicada and tasting the cicada tea, Xie Yonglin "opened his brain" and gave Wen Weibing an idea, "You can build it into a 'bright eye' good product, please guests while tasting tea, while looking for small green leafhoppers, if you can't see the insects in your eyes, it means that you have to drink more cicada tea to see the eyes, drink every day, drink every year, so that your brand and sales will go up." ”
Xie Yonglin's "brain hole creativity" has triggered laughter from everyone's heart, but to a certain extent, this also reflects the core idea of Ping An's rural revitalization model - empowering the leaders of getting rich through "rongzhi", supporting the development of local industries, achieving sustainable poverty alleviation and getting rich "living water", and promoting rural revitalization.
▲ Xie Yonglin and the person in charge of the tea garden and the representative of the private customer held a tea party
On the exhibit shelves outside the tea party venue, a variety of purple cicada teas jointly customized by the Shenzhen Central Branch of Chinese Min Bank and Ping An Bank were neatly arranged for visitors to buy. It is understood that Zijin Cicada Tea has also been listed on the Ping An Agricultural Aid Mall and is open for sale to Ping An employees, customers and subsidiaries. "Purple Cicada Tea" originally had a high degree of market recognition, and the empowerment of Ping An made the thin wings of the small green leafhopper fly higher and farther.
"Purple Cicada Tea" is another case of Ping An Group's counterpart to help Zijin. In 2016, under the overall arrangement and guidance of the Shenzhen Municipal Party Committee and Municipal Government, Ping An Group launched the counterpart assistance work in Heyuan Zijin County, focusing on supporting the village collective industry. In the past five years, Ping An has invested a total of 12.2052 million yuan in Zijin County, invested in the construction of 96.5 mu of tea mountains and 20 mu of passion fruit bases, invested in the development of Jingzhu Pai Tea Garden Industrial Planting Project, Grapefruit Planting Project, and Badi Wuzhi Peach Planting Project, driving the village collective industry to increase its income by more than 960,000 yuan, and a total of 296 people from 76 households in Yangtou Village and Liantang Village were lifted out of poverty.
Poverty alleviation is not the focus, and getting rich is always on the way. "After a few years, if your tea garden expands to 3,000 acres, the output value will exceed 100 million, and the per capita output value will be hundreds of thousands, and at that time, the rural revitalization will really be implemented." Xie Yonglin calculated an economic account for the tea garden and painted a blueprint for revitalization.
The 44-year-old Wen Weibing nodded his head while listening, very excited and infinitely longing.
<h1 class="pgc-h-center-line" data-track="122" > "Three Villages Project" Rural Revitalization: A Test of Practice Social Resonance</h1>
In 2018, on the occasion of the 30th anniversary of the establishment of Ping An, chairman Ma Mingzhe personally planned the "Three Villages Project" was officially launched, facing the three directions of "village officials, village doctors and village teachers", implementing industrial, health and education assistance, and over the past three years, ping An's footprint has spread across 21 provinces, municipalities and autonomous regions across the country, with a cumulative investment of more than 36 billion yuan, actively helping poverty alleviation and rural revitalization.
"In the past few years, I have been going to Ping An Bank's help project every year, the previous year was Tongchuan in Shaanxi, last year was Liangshan in Sichuan, and this year it was Guangdong Zijin." In an interview with the media, Xie Yonglin talked about his thinking after field research and assistance to the corresponding areas in recent years, and planned a safe rural revitalization model. "The strategy of rural revitalization is not only the strategy of the country, but also the strategy of commercial institutions and the strategy of financial institutions." Xie Yonglin believes that rural revitalization can become a business model, but it is necessary to continue to practice in order to find a suitable business development model.
In July 2019, in a small courtyard in Wujiayuan, Yijun County, Tongchuan, Xie Yonglin held a forum on the bench with several leaders of getting rich, proposing that Ping An should do "sustainable and true poverty alleviation" and not do "things that give a lot of money, but return to poverty after leaving". "Hematopoietic poverty alleviation" is enshrined as the standard of safe poverty alleviation. The "Ping An Fruit" produced by Tongchuan Yijun is still the key product of local wealth.
In August 2020, in Liangshan, Sichuan, Xie Yonglin visited the olive oil planting and production base and unveiled the "Mother's Needlework" public welfare activity. "The olive oil base in Liangshan, Sichuan, in addition to making olive oil, they also engage in some skin care products, and now it has become an important product of the petroChina gas station convenience store, which has embarked on a road of industrial rural revitalization and driven locals to get rich." Xie Yonglin said.
"Mom's needlework project has entered Cambodia." Chen Yao, general manager of the brand department of Ping An Group, said. It is understood that at the site of an international poverty alleviation forum held in Nujiang, Yunnan Province in May, Ping An of China announced that with the help of the Lancang-Mekong Cooperation mechanism including China-Cambodia cooperation, the "Mother's Needlework" project will go to Cambodia to help the local poverty alleviation. Ambassadors and counsellors from many countries praised the project and expressed their willingness to cooperate. "It's already starting to earn foreign exchange for the country, that's good." Xie Yonglin praised.
Over the years, Ping An Bank, as one of the main practitioners of the "Three Villages Project" village official project, has proposed and practiced the "421" route of rural revitalization finance, with "finance + industry" as the core, through the four major empowerments of financing, wisdom, brand and science and technology, to promote the integration of the three rural scenes and comprehensive finance, and to create an industrial revitalization and co-construction platform under the leadership of the government, integrating enterprises, agriculture, banking, insurance and research. Wulanchabu in Inner Mongolia, Daliangshan Cliff Village in Sichuan, Eighteen Caves Village in Hunan, Zijin in Heyuan, Guangdong and other places have taken the lead in tasting the "421" route "Head Soup", and the source of living water for local rural revitalization has been effectively activated.
Ping An's model of poverty alleviation and rural revitalization has received great attention from all walks of life. On October 18, the "Research on the Concept and Practice of Financial Support for Poverty Alleviation and Rural Revitalization", jointly compiled by the Research Center for Rural Economy of the Ministry of Agriculture and Rural Affairs, the Institute of Agricultural Economics and Development of the Chinese Academy of Agricultural Sciences, and Ping An of China, was first published, of which The case of Ping An was written separately.
"I want to summarize Ping An's experience and generalize it, so that the entire financial institution can support poverty alleviation, which is our original intention in writing this book." Song Hongyuan, editor-in-chief of the book and former director of the Rural Economic Research Center of the Ministry of Agriculture and Rural Affairs, said in his speech.
▲ Song Hongyuan, former director of the Rural Economic Research Center of the Ministry of Agriculture and Rural Affairs, delivered a speech at the digital village conference
<h1 class="pgc-h-center-line" data-track="123" > blueprint for the digital countryside</h1>
In the early morning of October 18th, the first floor of the Party Group Service Center in Zhaoyuan Village, Shangyi Town, Zijin County, began to be busy, and more than a dozen fellow villagers were waiting in line to apply for the Rural Revitalization Card of Ping An Bank.
The "small and beautiful" Ping An Bank Rural Revitalization Debit Card has four special rights and interests, such as exclusive rural personal accident insurance, 7 * 24 hours online consultation, value-added services for agricultural product sales, and a new platform for public welfare, to protect the beautiful life of rural residents. "I like Ping An's wealth management product services, so I rushed to handle it early in the morning." Miss Huang, a villager, said.
After completing the card, Ms. Huang was invited to participate in The Digital Village Conference of Ping An Bank "Finance Helps Rural Revitalization and Technology Promotes Common Prosperity", and witnessed the grand release of the "Rural Revitalization Blue Book", "Rural Revitalization Debit Card", "Top Ten Boutique Digital Cultural Tourism Routes" and "Digital Rural Mini Program" with many guests at the scene. This demonstrates Ping An's determination and sincerity to attach importance to urban and rural user experience and fully support rural revitalization.
▲ The rural revitalization debit card launched the launch ceremony
On the desktop of the press conference site, there is a small program code card that is not very conspicuous, and the participants can scan the code to experience the "digital village mini program". In this virtual digital village, there are 11 modules, and people can take what they need. Miss Huang, who likes financial management, is most satisfied with the "Rural Revitalization Card" and "Investment and Wealth Management" functions of the Digital Village. Yang Zong, a customer representative from Mudanjiang, opened a rural cultural tour to experience a VR online tour. The "Agricultural Aid Mall" was listed on the shelves of Ping An Consumption Aid Agricultural Products, and Wen Weibing's Purple Cicada Tea was impressively listed. Modules such as "Rural Headlines", "Rural Classroom", "Nearby Outlets", "Living Expenses", and "Project Market" solve the actual needs of villagers.
The "Ping An No. 1" satellite in the sky is also quietly watching the "emerald" of zijin, escorting the development of its tea industry. In the field of Wen Weibing Tea Garden, it is equipped with Ping An's "smart agriculture" scientific and technological instruments, which are connected to the "Ping An No. 1" satellite to monitor the soil micro-element content, air and water quality of the tea garden at any time, and feedback the relevant information to the users and Ping An related personnel in real time, guiding the farmers' production business and even the future loan business.
▲ Ping An smart cloud farm system, Internet of Things devices are monitoring tea garden information
"We want to establish Internet of Things devices, transmit data to WeChat, and guide their production and operation in a timely manner." Xie Yonglin said, "In this way, it will increase our operating costs, but this is what must be paid, and compared with the risk cost, this operating cost is much smaller." According to reports, before the purple cicada tea, Sichuan olive oil, Shaanxi apple, Gansu golden silk imperial chrysanthemum, Guangxi beef cattle and other safe and smart agricultural projects have been plugged into the wings of science and technology to connect to the Internet of Things equipment. The information recorded on the Internet of Things device not only promotes agricultural production efficiency, but also ensures the safety of financial business, and becomes an important basis for future approval of loans.
What is a digital village? For agriculture, it is necessary to take information as an element of agricultural production, use modern information technology to visualize the expression, digital design, and information management of agricultural objects, the environment, and the whole process; for rural areas, through "social networking and management informatization", the normalization of all-element information such as "people, houses, components, and organizations" in the grid is realized, and resources of all parties are integrated, and grass-roots governance capabilities are improved to realize the modernization of governance capabilities. Ping An's "digital village" answer flutters in the cool autumn breeze of the wisdom tea garden, in the villagers' rural revitalization card, and in the digital village mini program of the mobile phone.
<h1 class="pgc-h-center-line" data-track="126" > rural cultural tourism build a bridge of common prosperity</h1>
About 1,000 meters from the tea garden, there is a green carpeted field, and the rural cultural tourism group of Ping An Bank is playing the "lawn bocce" project with great interest, trying to hit the target ball with the ball in its hand.
The core interest of "lawn throwing ball" is that the game ball is not a perfect circle, but half slightly heavier, half slightly lighter, so its rolling route is not a straight line, but a curve, similar to a missile trajectory, if you want to hit the target, the strength, direction, and calculation ability of the course prediction of the thrower should be perfectly coordinated. The "lawn bocce" project originated from the British aristocratic sport and was later introduced to the mainland through Hong Kong, and is loved by some white-collar workers. It is reported that Shangyi Town, Zijin County, is about to build the first "lawn bocce" professional venue in Heyuan City to provide leisure facilities for tourists.
"I have invested more than 20 million in the homestay industry in the local area, and the lawn bocce project is one of the supporting projects." Ke Xi, the project leader, said, "Ping An's rural cultural tourism group has brought us huge passenger flow, which makes us deeply encouraged. Looking at the tourists on the pitch who were busy experiencing bocce, Ke Xi was very happy.
Equally happy, there is Wen Weibing, because after experiencing the bocce project, this group of tourists will go to his tea garden to find the legendary little green leafhopper, and then pick tea, stir-fry tea, taste tea, buy tea, put down the physical and mental fatigue, and play easily.
The "Beautiful Countryside Ping An Qi Orange" plan is a comprehensive rural cultural tourism platform integrating rural cultural tourism route development, rural cultural tourism training, rural public welfare donations, rural revitalization design resource docking and other functions on the basis of industrial poverty alleviation, and creates a new model of "online + offline" cultural tourism with digital drainage of online cultural tourism and offline group in-depth tour. Focusing on the long-term development of rural cultural tourism, the platform brings together Ping An's professional subsidiaries, Ping An Group's financial customers, third-party cooperative institutions and more social forces to jointly help rural revitalization. At present, 10 high-quality digital tourism routes have been developed, including the Guangdong Zijin Route.
▲ "Beautiful Countryside, Safe And Orange" Top Ten Digital Cultural Tourism Boutique Routes Released
"This will bring us huge passenger flow, and we will continue to upgrade and improve various tourism facilities to promote the development of local tourism-related industries." Local government officials said.
"I think it's very meaningful to be able to play and do public welfare." So this launch of the boutique route invited me to participate, no matter how far away I have to support. Yang Shaowu, a customer representative from Mudanjiang in northeast China, agreed with the Ping An Rural Cultural Tourism Plan and flew over half of China to witness the important moment of the release of the boutique route.
Xie Yonglin even explained the significance of the cultural tourism plan from the perspective of common prosperity. "Using the rural cultural tourism platform, we can give relatively unpopluent people more tools and methods to get rich, and build a bridge between the rich and the relatively unpopular." Xie Yonglin said, "There are emotions in this bridge, some are supply and marketing, some are experienced, some are understanding, and after they understand each other, then the rich people are willing to do public welfare." ”
In short, common prosperity is also empathetic prosperity.
<h1 class="pgc-h-center-line" data-track="129" > conclusion</h1>
In the evening, when all the guests have descended the mountain, the Luying Silver Creek Tea Garden has returned to calm, the insects and birds are chirping one after another, and the hustle and bustle and tranquility are perfectly blended here.
Wen Weibing, who had been busy for a day, did not forget the floating dust in the bottle, he took the bottle to the side of the tea tree, carefully opened the bottle cap, and poured it on the tea tree together with the tea leaves inside, which took Wen Weibing two hours to trap the floating dust, fanned the green cicada wings that had been trapped for a day, and quietly disappeared into the tea bushes, and it was difficult to find.
Tea is the world of floating dust, and floating dust is the bodhi of tea farmers. For Wen Weibing, the floating dust is the "divine beast" for them to achieve rural revitalization and common prosperity, and their understanding of "green water and green mountains is the golden mountain and silver mountain" is millimeter-level meticulousness, as profound as the small green leaf cicada drilling tea buds.
External forces only need to give financial, brand, information and technology support according to local conditions, integrate and import resources from all sides, and activate the local particles of prosperity in rural areas, fundamentally "help rural revitalization and promote common prosperity".
On the afternoon of October 18, the Political Bureau of the CPC Central Committee conducted the 34th collective study on promoting the healthy development of China's digital economy, and General Secretary Xi Jinping stressed, "Give full play to the advantages of massive data and rich application scenarios, promote the deep integration of digital technology and the real economy, empower the transformation and upgrading of traditional industries, give birth to new industries, new formats and new models, and continuously strengthen and optimize China's digital economy." ”
In the future, Ping An Group will continue to keep up with the pace of the central government, persistently give full play to its professional advantages, resource advantages and ecological advantages, work with local governments to practice a set of effective digital economic development models, continue to build a warm finance, and make new contributions to the construction of beautiful villages and the strategy of common prosperity.
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