Xu Yang, deputy secretary of the Party Working Committee of Sanlibao Subdistrict, filmed a video in an orchard.
During the Mid-Autumn Festival, Xu Yang (third from the right) and the heads of major farms and growers in the jurisdiction joined hands to endorse the Thirty Mile Fort Apple and jointly create a network direct sales matrix. Images courtesy of respondents
/ Dalian News Media Group Reporter Zheng Hong /
A few days ago, Xu Yang, deputy secretary of the Party Working Committee of Sanlibao Street in Jinpu New District, came to the Xinweiguo Horticultural Field in the jurisdiction to learn about the growth of fruit trees on the ground accompanied by Ju Anzhi, the person in charge. When he saw that the emerald green and happy Wang Lin apple in front of him was fruitful, and he picked a bite and took a bite of sweetness into his heart, Xu Yang immediately said: "Old Ju, this order will be handed over to you." If the apples of our Thirty Mile Fort want to create glory again, we must take the lead in hitting such a high-quality fruit as you. ”
Nowadays, in Sanlibao Street, the name Xu Yang not only means street cadres, but also a "net red" with considerable influence. Many fruit farmers hope to invite her to come from her family orchard to do publicity, and she also uses all her time and energy outside of her job on douyin direct sales, and unabashedly endorses the high-quality apples of fruit farmers in the jurisdiction as a cadre of the grass-roots organs in Jinpu New District.
Conundrum: The "King of Apples" has lost its former glory
How to combine the study and education of party history with the conscientious solution of the actual needs in the lives of the masses has become a problem that the Party Working Committee of Sanlibao Street has constantly pondered. Xu Yang, deputy secretary of the street party working committee, responded to the call of the street leaders and took the initiative, especially when she learned that the special apples in the jurisdiction have now lost their market advantage in the past, and many large farms and ordinary fruit farmers have "difficulty in selling fruits", and she seems to have found the "main direction" at once.
With tens of thousands of acres of apple orchards, Sanlipu Street is an important fruit production base in our province and the largest red Fuji apple production demonstration base in southern Liaoning. Due to the special latitude and climatic conditions, the apples produced here are famous for their large size, delicious taste, bright color, and crisp and tender fruit. In 1958, the ninth apple orchard here set a world record for the world apple production per plant at that time, and in December of the same year, it was awarded the "Advanced Unit of Socialist Construction" by the State Council. After the reform and opening up, the "Nine Gardens Apple" is known as the "King of Apples and the Crown of the World", which has made the Thirty Mile Fort apple famous.
However, in recent years, with the expansion of the surrounding apple planting area and market changes, the sales of apples in Sanlibao have been seriously impacted by the low-priced apples in other production areas and lost their former glory, not only the price has repeatedly declined, but the planting area has also gradually shrunk. The reporter saw in a large orchard of more than 500 acres that a large piece of fruit trees was now replaced by a cornfield, and the person in charge said: "Fortunately, we cut down some fruit trees last year, otherwise we may lose more this year." ”
Transformation: "I am a street cadre, I want to speak for the peasants"
In order to find the crux of the problem and prescribe the right medicine, relying on the party and mass service center and the New Era Civilization Practice Institute, Xu Yang led the team to investigate the villages, farms, and farmers' orchards many times, summarized the list of needs, and consulted agricultural experts to formulate plans. In view of the inherent advantages of the apple industry in Sanlibao, it gathers the strength of street village collectives, state farms, cooperatives, and the majority of fruit farmers, led by the Douyin direct sales model, on the one hand, expands online sales, and at the same time drives and leads farmers to develop high-quality fruits, and creates a douyin direct sales network matrix of Thirty Mile Fort Apple Street, villages, cooperatives, and fruit farmers, taking the road of quality victory, so that the "Nine Gardens Apple" will once again be fragrant.
"As early as a few months ago, our secretary Xu opened a Douyin account to shoot and make a small video of himself dancing in various ethnic costumes. At first, everyone didn't know, so there was a lot of discussion, but later I learned that it was to help the fruit farmers sell apples to accumulate fans to 'drain the flow'. On the way down the orchard together to investigate, Yu Yanchao, a propagandist at the Party group office in Sanlibao Street, talked about the interesting story of Xu Yang's vibrato with goods, which aroused the reporter's strong interest. Xu Yang smiled: "If there are no thousands of 'fans' who insist on learning and insisting on dancing ethnic dances in those months, where will there be the 'opening red' who brought apples later?" ”
Entering August, as the apple harvest season approached, Xu Yang walked into various farms and orchards to intuitively introduce the apples of Thirty Mile Fort to the Douyin audience with infectious on-site interviews and tastings. Due to the previous careful planning and patient preparation, several short videos in the orchard attracted a large number of customers to "plant grass", and in a few days, they helped the fruit farmers to complete the sales of more than 10,000 kilograms of apples, and the sales price was significantly higher than in previous years.
During the Mid-Autumn Festival, Xu Yang continued to shoot, edit and send videos online, and also joined hands with the relevant responsible persons of the street and village to go into the orchard to speak for the fruit farmers, and his account views continued to rise. At present, her Douyin account "fans" has reached 19,000 people, and many people have left messages after the video to like and cheer for the grass-roots cadres who really help farmers, and customers directly leave messages to buy goods. The reporter browsed her Douyin account and found that each work conveyed her true feelings for the land and farmers, just like the fragrance of the earth, with natural appeal. Xu Yang told reporters that every time she walked into the orchard, she repeatedly thought about how to use the most infectious way to let the viewer more intuitively feel the characteristics and taste of various varieties of apples in Sanlibao, as well as the orchard environment and advanced management, hoping to re-establish the quality and image of Sanlibao apples from a little bit.
Exploring the way: to create a "direct sales matrix" to lead the high-quality development of agriculture
"Live streaming is not a 'panacea', and it is a huge system project to let the 'Nine Gardens Apple' re-fragrant." Although it has attracted widespread attention in a short period of time, Xu Yang has remained calm and objective enough. She felt that the staff of the organs brought goods for the direct sales of farmers' networks, and could not always put their ideas on poverty alleviation and repeatedly stage "bitter love dramas", because that would be unsustainable. On the basis of accurately grasping the inherent laws of online sales, through online sales, we will drive the majority of farmers to take the road of quality improvement, play out regional high-quality agricultural products and brands, and achieve high-quality agricultural economic development.
To this end, on the basis of immersing herself in learning agricultural knowledge, she has repeatedly learned from agricultural experts to discuss the gains and losses and experience of Dalian Big Cherry Network Sales, and summarize and improve her direct sales and goods work at any time. It is also on this basis that Xu Yang proposed to give full play to the joint efforts of the streets and state farms of Sanlibao, as well as villages, cooperatives and fruit farmers, to jointly create a network matrix of direct sales of streets, villages, cooperatives and fruit farmers, take the road of quality victory, and let the "Nine Gardens Apple" reproduce the glory and glory of the past.
In order to achieve this goal, relying on the street party and group service center and the civilized practice institute, on the one hand, contact experts to popularize network sales knowledge for fruit farmers, on the other hand, dock express delivery companies to negotiate online sales related matters, escort the fruit farmers in the jurisdiction to sell apples online, and meet the upcoming thirty mile fort's most famous red Fuji apple centralized listing period. A few days ago, a public welfare training on special knowledge of e-commerce live streaming with goods delivered by Ma Jun, a entrepreneurship mentor in Dalian and a special expert on volunteer service for huinong and agricultural assistance of the New Era Civilization Practice Center of Jinpu New District, was held at the Street New Era Civilization Practice Station. Previously, once the training content of the training on Douyin account registration and preliminary preparation, live marketing mode of agricultural products, live streaming of agricultural products with goods, live implementation plan of live streaming with goods, live broadcast review and anchor training, etc., it attracted several times the number of applicants than the plan. Finally, the street decided to carry out the training in stages and batches, and the first batch of nearly 100 fruit farmers arrived at the site to learn after screening.
At the scene of the activity, the teacher patiently explained on the stage, the fruit farmer took careful notes offstage, and after the end, he reluctantly surrounded Xu Yang and consulted the relevant problems of douyin direct sales one by one. Xu Yang sighed: "If the Thirty Mile Fort apple wants to truly achieve long-term sales and increase the income of fruit farmers, it is definitely not possible to rely on one or several 'net red anchors'. And if more and more fruit farmers pick up the 'new agricultural tools' of mobile phones and play with the 'new agricultural work' of network direct sales, it is definitely not a dream for the 'nine gardens of apples' to float for thousands of miles again. She also told reporters that in the next step, the Party Working Committee of Sanlibao Street will further exert its Internet advantages, build regional brands, let all kinds of agricultural products in Sanlibao go out of the village street, and unswervingly take the road of helping families and benefiting farmers and rural revitalization.