Rural anchors help villagers increase income
After years of wandering outside, the 35-year-old Wang Baohe returned to his hometown of Zhangjiakou Wei County in 2009 to open an online store selling intangible cultural heritage paper cuts in his hometown. Last year, he recorded the landscape cuisine of his hometown through live broadcasts, short videos, etc., and helped his hometown agricultural products to be sold throughout the country by opening up new channels to bring goods, increasing the economic income of the villagers.
Pristine life on the screen
On a short video platform, there is an account named "Wei Xiaobao (Decisive Law Xiang)". Enter the main interface of the video, chai egg soaked yellow cake, cold mixed tofu soaked yellow cake, meat dish pickled yellow cake, dried bean carob pickled yellow cake, gourd strip soaked yellow cake... A special dish "yellow cake" that has been passed down for hundreds of years is accompanied by different brewing methods, and the color is attractive and mouth-watering.
"Wei Xiaobao" is really named Wang Baohe, who is a post-80s Weixian guy. In more than 60 short videos on the main interface of the account, Wang Baohe spent most of his time eating cakes. A huge piece of yellow cake, stewed in a casserole dish, a pinch and a dip, a golden and soft piece of yellow cake, he swallowed it in one bite, and looked across the screen and felt fragrant. Browsing his videos, the number of likes ranges from a few hundred to tens of thousands.
"Thirty Mile Noodles forty Mile Cake". This is to say that after people eat the noodles made of wheat, they can walk thirty miles of mountain road, but after eating yellow cakes made of yellow rice noodles, they can walk forty miles of mountain roads. Wang Baohe said that yellow rice noodles are processed by a local crop called Huangzi through procedures such as shelling and grinding. Drinking millet porridge in the morning and eating yellow cakes at noon is the daily eating habit of weixian people, in life, there can be no big fish and big meat, but yellow cakes are indispensable.
In the video shooting, Wang Baohe not only showed the special cuisine of WeiXian County, but also "moved" the beauty of his hometown into the video, such as the small Tianshan Mountain, the aerial grassland, the mountain stream, the waterfall, the meadow, the century-old courtyard, the nostalgic cottage, etc., which are the background and material of his short video creation.
Opened an online store to sell Ulsan paper cuts
Wang Baohe's hometown is Nanlingzhuang Township, Wei County, more than 20 kilometers north of Wei County. After graduating from secondary school, he opened a tea shop, a food store, and did a variety of businesses. In 2009, when he was doing business in Beijing, he came into contact with e-commerce, plus Weixian is the "hometown of China's paper-cutting art", the family's aunt is a paper-cutting, there is a paper-cutting factory in the county, Wang Baohe has been interested in paper-cutting since childhood, and has always liked paper-cutting. Finally, he returned to his hometown and opened a Taobao shop that specialized in selling paper cuts in Wei County.
Speaking of the time when he first opened the online store, Wang Baohe sighed: "At that time, I didn't understand anything, and I could only follow the Taobao backstage course to learn by myself." From shop decoration, uploading product pictures, store product maintenance to marketing promotion, operation and management, a little bit of learning has gradually become what it is today. ”
Because there are many paper-cutting patterns, the types of his own paper-cutting factories are incomplete, so he also has to personally go to other manufacturers to distribute goods. Originally, I needed to go out to run the business by myself, mainly selling to the Weixian intangible cultural heritage paper cuts in Shanxi and Shaanxi tourist attractions, but on the Taobao platform, it was familiar to more people and sent to all parts of the country in batches. Online sales include both the traditional paper-cut window flowers in Weixian County, as well as the new products such as personalized custom paper-cutting, paper-cut albums, scroll frames, and wall calendar bookmarks developed later.
With the significant increase in paper-cut sales, the online store business has boomed. Wang Baohe opened two of his own paper-cutting factories in Nanzhangzhuang Village and Heibaozi Village, the "first paper-cutting village in Wei County", employing more than 40 workers and providing jobs for many villagers around him.
Short videos record scenic food
Affected by the epidemic last year, Wang Baohe was idle, and he began to watch short videos on the platform. After watching it for a long time, he thought that his hometown was particularly rich in agricultural specialties, and he saw if he could also make a short video to bring out agricultural products through food. So he used his experience in Taobao e-commerce to find several photography partners to shoot short videos.
He works while composing content. Wang Baohe said that Weixian not only has beautiful idyllic scenery, but also has a profound ancient castle culture, and he hopes that through his own efforts, more people will see the beauty of Weixian and let more people know about the special cuisine of Weixian County. In the end, the beautiful scenery with food became the protagonist of his video.
The most frequented place for Wang Bao's co-production videos is Cypress Township. This remote place, which takes three hours to drive back and forth from the county seat, has mountains and water, as if it were a paradise.
Go to the mountains to pick wild hazelnuts, pick wild vegetables, pick some dry wood to roast potatoes in the wild, go to the farm yard to catch wood chickens, sit by the stream by the waterfall and enjoy casserole stew... His videos are full of rural poetry, and at the bottom of the video, fans often praise: "There are mountains and rivers where there are beautiful places", "It's so good here, I want to go next year", "I love to see the dishes you make, the law is fragrant"... Wang Baohe said that it often takes two or three hours to shoot a short video, and if it is stewed, it will take longer.
"There will be more than 100 orders per day, and if the short videos released are popular, the number of orders will increase to thousands." Wang Baohe also gave training to the villagers, pulling them to live broadcast together, not only selling their own agricultural products, but also helping surrounding farmers sell agricultural products.
Listed on CCTV", "Economic Half Hour"
On June 26 last year, the CCTV financial channel's "Economic Half Hour" program reported on four rural creators with the theme of "Rural Anchors Returning home to start a business", and Wang Baohe was one of them.
In the show, he showed the audience the Weixian yellow cake. In a rather dated courtyard, Wang Baohe grinds a grain of golden yellow millet into powder through a grinding plate, which is the first step in making yellow cakes. The rest of the filming locations he moved to a waterfall he frequented. He took a casserole pot, used the leaves and branches he had collected as firewood, found a few stones to set up a stove, put a few branches into the casserole, poured some mountain spring water, put the reconciled yellow cake into the pot, and cooked it in the most primitive way.
In the more than twenty minutes of steaming the yellow cake, Wang Baohe went to the mountains to pick up the wild vegetables ——— beets eaten with the yellow cakes, and sautéed them with sesame oil that the people of Weixian love with chili peppers, minced garlic and sweet stems, so that the pickled cake dishes were ready. Wang Baohe sat in front of the waterfall and began to swallow and eat cakes live.
Wang Baohe said: "Last year, because of the epidemic, the "Economic Half Hour" column group could not shoot on the spot, they provided a rough shooting outline, and then went to shoot themselves, and the column group edited it. ”
After the program was broadcast, it was warmly commented on by the majority of netizens, and the official platform of Douyin short video also promoted their works. Wang Baohe's popularity has become even stronger.
Unconsciously, the account released more than 60 short videos, a total of 688,000 likes, a single video maximum playback of 11 million times, more than 40,000 netizens were attracted by his beautiful scenery and food, hometown dried beans, dried gourd strips, dried apricot kernels, soba noodles, bean batter, Ulzhou gong rice, yellow rice noodles, wheat noodles and other agricultural products also followed his short videos and live broadcasts out of Wei County, online sales throughout the country.
Zhangjiakou News Media Group reporter Li Xiaoli