80,000 single spicy cabbage, 442 tons of rice... "mountain goods on the headlines" in the Douyin e-commerce promotion of Yanbian agricultural goods

ByteDance's "Mountain Goods on the Headlines" project landed in Yanbian, Jilin Province, and opened a special area in Douyin E-commerce from October 24 to November 3 to help sell more than 100 local agricultural goods. According to the data, a total of 790,000 local agricultural specialties were sold to the whole country through the platform during the event, including Yanbian spicy cabbage, Yanbian rice and other national geographical indication products and local specialties such as barbecue skewers and pickled radish.

The event attracted more than 1,000 yanbian experts and merchants to participate, and carried out live streaming in the "Mountain Goods on The Headlines • Flavor Of Yanbian" special area, and won the attention of millions of consumers. As of November 3, the live broadcast room in the zone has received 290 million likes. It is understood that before the start of Yanbian activities, "Mountain Goods on the Headlines" has gone to the local area many times to carry out research, after understanding the actual situation of Yanbian product characteristics, e-commerce foundation, operation capabilities, etc., carried out targeted training with goods to help local new farmers and merchants to increase the sales of agricultural goods.

Under the guidance of the Department of Commerce of Jilin Province and the People's Government of Yanbian Prefecture, Douyin E-commerce has invested millions of yuan in subsidies and special support for Yanbian agricultural specialties, while giving consumers preferential treatment, expanding the market for quality mountain goods. According to statistics, the sales of local agricultural specialties during the event reached tens of millions, and the sales of Yanbian rice, Yanbian barbecue skewers, Yanbian spicy cabbage, pickled youth radish, and barrel brewed braised soy sauce led the way, ranking among the top five.

Among them, the platform sold more than 80,000 single Yanbian spicy cabbage, equivalent to digesting 120,000 to 130,000 cabbage; about 442 tons of Yanbian rice sold to the whole country, almost the local production of 761 acres of rice; the masters shared the Northeast barbecue cuisine at the same time, but also to more people "planted grass" Yanbian barbecue skewers, the most ordered consumers from Beijing, Xi'an and Shenzhen.

In addition, the zone also sold nearly 400,000 ears of black glutinous and yellow glutinous corn, and special products such as Changbaishan autumn fungus, rice intestines, and Yanji cold noodles have also been welcomed by consumers.

Among the local agricultural specialties in Yanbian, many of them are national geographical indication products: Yanbian spicy cabbage is sour and crisp, and the pickling process has continued for hundreds of years; Yanbian rice is soft and delicious, crystal full; Yanbian apple pear is cold-resistant and rich, known as "the beauty of northern pears". These geographical indications are vividly and intuitively displayed by short videos and live broadcasts, and are seen and recognized by more consumers. It is understood that due to the hot sales of the event, a number of packaging and transportation points in Yanbian ushered in a shipment volume of 4-5 times higher than usual, and the local staff supported the rise of agricultural and sideline products while ensuring word of mouth.

It is reported that the "Mountain Goods on the Headlines" project is jointly supported by ByteDance Public Welfare and Douyin E-commerce, aiming to connect the agricultural specialty areas that need to be seen and the consumer groups with potential shopping needs through high-quality content and platform technology, so that local characteristic agricultural goods can go north and south. The relevant person in charge of Douyin e-commerce said that although the Yanbian online special area activity is over, the platform will continue to pay attention to the sales of agricultural goods in the area and continuously promote the docking of production and marketing. In the follow-up, "Mountain Goods on the Headlines" will continue to carry out talent training in Jilin Province, help local governments build agricultural product brands, help their agricultural special industries develop, and drive more farmers to increase their income and become rich, thereby boosting rural economic development.

Reporter: Yunpeng