China-Singapore Online News March 3rd: The city and county heads personally broadcast the "carrying goods" innovative model to help Chinese farmers get out of poverty.

China News Network reporter Li Jiajia

Tao Guanghong breathed a sigh of relief as he watched the continuous delivery of the delivery documents and the workers busy packing and packing. Tao Guanghong is neither a merchant nor a professional anchor, but a "Tao county magistrate" everyone knows in Laoshan-the county magistrate of Laoshan County, Suzhou City, Anhui Province. On the evening of March 2nd, the county magistrate walked into the Panda Broadcasting Live Broadcasting Room to introduce consumers to the history of Laoshan Su pear, unique natural growth environment and a variety of different ways of eating.

Although the self-deprecated "old age, poor appearance", "Tao anchor" still achieved good results on the day: 600,000 consumers flooded into the live broadcast room, the store sales reached as high as 27,000 orders, and consumers bought nearly 14 Million pounds of mountain crisp pear.

After the outbreak of the new crown pneumonia epidemic, as China ’s largest agricultural product uplink network platform, Pinduoduo firstly launched a series of “government-enterprise cooperation and live broadcast to help farmers” series activities, and explored “cities and counties as anchors and farmers selling more goods”. New model. Before the county magistrate, there were Tang Feifan, Mayor of Shengzhou, Zhejiang, and Wu Kangxiu, Mayor of Xuwen, Guangdong. A variety of local specialty agricultural products.

Up to now, the “City and County Mayor's Live Broadcasting Room” has sold nearly 1 million jin of agricultural products, and in the relevant dedicated agricultural assistance zone, 19 million jin of agricultural products have been sold.

"Since ancient times, Chenzhou has been rich in citrus, and citrus is the representative of it ..." The 48-year-old mayor Tang Feifan, holding half of the peeled citrus, started from the history of citrus cultivation in Luzhou.

According to Tang Feifan, Luzhou is "the hometown of Chinese mandarin oranges". It is the best time to eat from New Year's Day to around the Spring Festival. Due to its juicy flavor and crispy tenderness, the price of mandarin oranges is 40% -60% higher than other local citrus varieties. It is not only sold to first-tier cities such as Beijing and Shanghai, but also exported to Russia, Canada and other overseas regions.

"I bought the mandarin orange from Luzhou before, three or four yuan a catty. I didn't expect to buy 10 catties for less than 20 yuan now." On the mobile phone screen, the comments of netizens across the country scrolled the screen. Only on the day that the mayor of Tang started broadcasting, Luzhou mandarin oranges sold 30,000 pieces.

It is also a live broadcast room for farmers. Wu Kangxiu, the mayor of Xuwen County, Guangdong, has also gained a lot. There is a saying in the folk that "every 10 pineapples in China are produced by Xu Wen." On the same day, the county magistrate turned into "anchor of food", and introduced more pineapples to the netizens on the spot: in addition to eating directly, you can also Cooking——Pineapple Gourd Meat, Pineapple Chicken Chips, Pineapple Rice, Pineapple Yogurt Sorbet, Pineapple Crisp, and even the popular Internet eating method "dip in soy sauce".

Thanks to the hard work of the two city and county chiefs, in the end, Xu Wen pineapple and Luzhou mandarin orange were sold out within two hours. A total of nearly 80,000 orders were sold in the two live rooms, which helped farmers sell about 600,000 catties in total. fruit.

In the past, many agricultural products were mainly sold through offline wholesale channels, but during the special period of the outbreak, the mobile Internet changed all this. Dirac, deputy dean of the Pinduoduo New Agricultural and Rural Research Institute, said, "Imagine that if farmers use their mobile phones as their own production tools, open stores, take pictures, and ship, China's agricultural products will realize a new model of direct hair origin."

The "2019 China E-commerce Prosperity Agriculture Development Report" released by the Chinese Ministry of Commerce Research Institute in January shows that the decline of industrial products driven by traditional e-commerce platforms has been the traditional model of rural e-commerce development. There is an imbalance between rural production and consumption. . As new e-commerce platforms such as Pinduoduo reshape the supply chain model of agricultural products, enabling small farmers to achieve low-cost docking with large markets, promoting agricultural supply-side structural reforms, and effectively helping China's agricultural and rural modernization process.

In Laoshan County, where the county chief Tao is located, now relying on the "government + leading e-commerce enterprises + farmers" "e-commerce service center + training + farmers" model, e-commerce sales channels have been vigorously developed, and the brand of agricultural products and e-commerce has been shaped. According to statistics, Bishan County currently has 1,370 e-commerce companies, nearly 50,000 online stores and micro-commerce, driving more than 100,000 people to engage in e-commerce logistics and other related industries.

Tao Guanghong said that the close contact between the "agricultural product production and marketing docking" and the new e-commerce platform has opened up accurate online channels for agricultural products on the one hand, and on the other hand saw the use of the new e-commerce model to help poor fruit farmers get rid of poverty, Opportunities such as expanding the scale of Laoshan Crispy Pear e-commerce, increasing the mode of e-commerce, and optimizing Laoshan Crispy Pear plantation planning.

After the “Agricultural Products Production and Marketing Matchmaking” event, the Bishan County Government will organize local crisp pear deep-processing brand enterprises such as canned pears, pear cream, pear wine, and crispy pear juice to open flagship stores on the Pinduoduo platform to expand the Sheshan crispy pear product lineup. At the same time, the two sides will also jointly cultivate local “new farmers” who understand both e-commerce and planting and production, and form a “Mature Big Business + Small Farmer Business” composite Laoshan Su pear online upward matrix. At the same time, Pinduoduo will also combine the platform's agricultural big data system to provide sales and planting suggestions for Dangshansu pear based on the dynamics of platform consumer demand.

It is understood that this year, Pinduoduo will set up a special group under the guidance of the relevant departments of the country such as the Ministry of Agriculture and Rural Affairs to conduct a full-scale "retrieval" of major agricultural products in the country, go deep into the local agricultural products, open online stores with hands-on teaching, and explore "city mayors The new e-commerce model of "Live Broadcasting and Farmers Selling More Goods" will allow more farmers and agricultural products to go online and systematically help high-quality agricultural products go up. Dirac believes that the combination of the Sheshan Crisp Pear industry and the new e-commerce model is expected to establish a reference case for the digital upward mechanism of agricultural products. (Finish)