200 watermelons sold out in 10 seconds, which is the record of Wang Shuai, deputy county magistrate of Shanghe County. During the Spring Festival, he did a live broadcast pk with Li Jiaqi, and his popularity was not lost. As a suspended county magistrate, Wang Shuai's thinking is more open and active, and he hopes to set an example and let more farmers use these new tools of live broadcasting. As a special phenomenon under the wave of Internet live broadcasting, the internet celebrity county mayor is actually the epitome of the transformation of Rural China to Digital.
With the endorsement of the county magistrate, the goods sell exceptionally fast
Wang Shuai was indeed on fire. "I went to the market to buy vegetables, and people recognized me with my mask." He sighed.
At the end of 2019, Wang Shuai's 32-second short video of "county mayor eating grilled chicken" went viral on the Internet. He imitated Li Jiaqi's live broadcast style and subverted people's stereotypes about county magistrates.
After the "grilled chicken short video" became popular, more than 60,000 grilled chickens were sold in just a few days, driving sales of nearly 1 million yuan. Wang Shuai said that until now, this grilled chicken is still in short supply online.
The county magistrate's live broadcast appeal is very strong. "Two days ago, we live-streamed a watermelon sale, and we sold 200 watermelons in 10 seconds of going online, and we urgently rolled off the line of this product."
Wang Shuai is a cadre assigned by the Shandong Academy of Sciences to Shanghe as the county magistrate, and he has not been exposed to live broadcasting before. From the beginning of his live broadcast, it can also be seen that although he is trying to lean on the routine of live broadcasting, the shyness and greenness can be felt through the screen. It was such a short video, and it took up to 5 hours to complete.
However, recently watched the short video he took, has been a proper Internet celebrity, not only familiar with the live broadcast routine, the opening statement is also very professional: "All girls, your devil is coming", very able to hold the discourse system of the live broadcast group.
Wang Shuai called out to all the girls, not a joke, he said that this is the conclusion given by big data. "Short videos and live broadcasts can give data portraits of people, how many people can come in, gender ratio, hobbies, age and many other latitudes." In contrast, most of the people watching his live broadcast are girls.
Wang Shuai said that the county's brands especially love to find him live broadcasting, "live broadcast with me, the traffic rises particularly fast, and the merchants will type the words 'net red county magistrate Wang Shuai' live broadcast recommendation when promoting, which is a good publicity role for them." ”
Shanghe has 300 kinds of "three products and one standard" products waiting to be excavated
2019 is the first year of live broadcasting, the people of the whole country are discussing live broadcasting, there are countless people who have gone to the live broadcast circle, and a number of government workers have emerged, such as Shanghe County, in addition to Wang Shuai, executive deputy county magistrate Chen Xiaodong is also the head of the net red county, and there are Zhu Mingchun, deputy county magistrate of Yanshan County in Anhui Province, Wang Hongtao, deputy county magistrate of Zhenping County in Nanyang City, Henan Province, Feng Hongyun, county magistrate of Lianshan Zhuang Yao Autonomous County in Guangdong Province, and Liu Jianjun, county magistrate of Duolun County in Inner Mongolia Autonomous Region.
In 2019, the Department of Commerce of Shandong Province launched a plan for 12 "village broadcasting" pilot counties, including Jinan Shanghe, Weifang Changle, Weifang Qingzhou, Tai'an Feicheng, Yantai Haiyang, Yantai Fushan, Linyi Mengyin, Binzhou Huimin, Weihai Rongcheng, Jining Weishan, Liaocheng Xinxian, Heze Yuncheng and other places. The government hopes to create a number of county-level e-commerce live broadcast bases for agricultural products, innovate new models of agricultural product sales, and help alleviate poverty and revitalize rural areas.
Wang Shuai said that he personally went live to attract more farmers in Shanghe County to use Internet tools to help local agriculture.
"We have 300 kinds of "three products and one standard" commodities in Shanghe County, and there are many local high-quality products that can be excavated, and some time ago, I also learned that local glass products are also very good, as well as tea tea sets, wool carpets and so on. ”
According to reports, there are more than 20 kinds of products that have been put on the Shanghe County Net Red Library. Wang Shuai said that not all products can enter the internet celebrity database and be broadcast live. "First of all, the quality of the product is no problem, such as our sweet and sour fire, which is an intangible cultural heritage product eaten by 640,000 people in our Shanghe, and the product quality assurance is the most basic." On this basis, it is necessary to assess whether these products are in line with e-commerce sales, such as whether it is convenient for logistics and distribution, and whether the quality of products can be guaranteed in the hands of consumers. ”
"We broadcast watermelons live two days ago, sold 200 in 10 seconds, and we quickly went offline. Many netizens left messages saying how it was gone so quickly. Because we are worried that the production of watermelon cannot keep up with the soaring volume of orders, consumers have placed orders, and watermelons cannot be sent out, which affects word of mouth. ”
There are also flowers, during the epidemic period, Shanghe's Fulang flowers produced slow sales, Wang Shuai personally went live, the sales of Fulang flowers suddenly opened, but new problems also came out: "Before these flowers have not gone online, we did it for the first time, some consumers received flowers, there are flaws, which also gives us a wake-up call, not only to sell goods in the future, but also to study the entire logistics distribution thoroughly." ”
Wang Shuai said frankly that live broadcasting is a double-edged sword. Product sales have come up, and the popularity has gone out, but the follow-up supporting industries are short boards. The county has completed the local characteristics of the agricultural products association, in the future, through the role of the association, to help enterprises dock supermarkets, guide enterprises in the selection, quality control, improve the e-commerce industry chain, etc., so that enterprises from product selection, planting, packaging to online live sales, every link is under control.
Reform the agricultural model and create professional farmers
Wang Shuai is the county magistrate who has been suspended to Shanghe County, and when the suspension period ends, Wang Shuai will also return to his original job. Wang Shuai is gone, how should the next Shanghe e-commerce business go? This problem is not only encountered in Shanghe County, but also in all regions and counties. Even the executive county magistrate will have normal job changes.
The question before the county magistrates is how to make the region have its own endogenous driving force, rather than relying solely on the strength of one person.
Taking Shanghe County as an example, Wang Shuai said that there are now many live broadcasts in the whole county, and there are many training courses, and there are more than 40 local native Internet celebrities, some of whom have established their own teams and begun to broadcast with villagers.
Wang Shuai's popularity on the Internet has also made the people feel the power of live broadcasting. The county has even introduced a professional content production team to create and operate the label of "net red county chief". However, this alone is not enough, and the local industrial park has also been built to attract the joint development of the content production team with strong strength in the same industry.
"We in Shanghe are in an important period of agricultural products, and 5G will be a key node." I especially hope that local farmers can use this tool well, seize this wave of dividends, and promote local products. ”
According to reports, Shanghe has carried out a lot of work for this purpose, such as introducing policies and measures on "rural use of e-commerce live broadcasting and short video promotion", supporting local Internet celebrities, helping them provide funds, rent-free, tax incentives and many other policies to encourage more farmers to embrace new formats. At present, the second phase of the industrial park to create live broadcast internet celebrities will open soon.
At the same time, Shanghe County carried out a net red training course, "At the beginning, everyone was very unfamiliar with this kind of training, and it was not very acceptable, and the local commerce bureau promoted it more strenuously, and the training often occurred when no one came or there were very few people, and now it is basically full, more than 100 people, less than fifty or sixty people." ”
Wang Shuai has a grand plan, he hopes to find more leaders in the countryside and lead everyone to live broadcast.
"The future rural scene is that everyone is promoting hometown specialties online and promoting tourism pastoral life." Consumers buy from online, experience picking offline, and can also experience homestays in the local area. Each characteristic village brings together a data pool, which can clearly show what industries are in the local area, what products are available, and when they are picked. Netizens can not only buy, but also know when the fruits here can be picked, when they can come to visit and travel, and people know how the fruits he bought grow in the branches and are picked and transported to their hands. ”
However, he believes that the pain point facing Shanghe Agriculture at present is that the scale of land is small, which is not conducive to the formation of brand effects and scale effects. This is also a common problem facing China's agriculture.
"Our next work is to increase the intensity of land circulation, make the leading enterprises bigger and stronger, explore new forms of rural cooperatives, establish a professional peasant system, let the peasants work in the fields as if they were going to work, and liberate the peasants from the land."
It is reported that there are currently more than 900 villages in Shanghe, and the county plans to retain more than 100 villages through transformation and merger, so that more villagers can live in the city.
Qilu Evening News Qilu one-point reporter Ren Leilei
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