Wang Xiumei, leader of poverty alleviation in Shaodu Farmland in Shaanxi: The general secretary said that e-commerce is an emerging format and encourages us to work hard
On April 20, General Secretary Xi Jinping was inspecting poverty alleviation in Pingli County. In a community factory in Pingli County, CCTV News recorded such a scene: "Live broadcast is a trend, and you should cherish it." In the community factory, the general secretary told Wang Xiumei, secretary general of the Pingli County E-commerce Association.
Wang Xiumei is one of the leaders in e-commerce poverty alleviation in Pingli County, Shaanxi Province. There are 51 poverty-stricken households in the local Duoduo Agricultural Park Cooperative under the responsibility of Wang Xiumei.
In 2019, Wang Xiumei, an experienced and e-commerce savvy, became the leader of Dodo Farm in Pingli County. Pinduoduo donated 520,000 yuan of start-up capital to the cooperative, and provided business training and flow support. Within half a year, Wang Xiumei, like tens of thousands of new farmers in China, turned poverty alleviation into his starting point for entrepreneurship: the establishment of cooperatives to stimulate farmers ’enthusiasm, the cooperative ’s targeted acquisition and processing, and the opening of new brands on Pinduoduo, using live streaming to bring goods And return the proceeds to the farmers.
Today, the shop of Toduo Farm Cooperative where Wang Xiumei is located has become a hot-selling product for health tea on the platform.
Pingli County belongs to the Qinba contiguous destitute area and is one of the 14 concentrated contiguous destitute areas in the country. The concentration of contiguous destitute areas is deep in poverty, and it is difficult to get rid of poverty and consolidate the results of poverty alleviation. They are all poverty and poverty, and are the most difficult "hard bones." Pingli County is no exception. Previously, economic development has been lagging behind. At the end of the 12th Five-Year Plan, there were still 79 poor villages in the county, with a poverty incidence rate of 22.4%.
The establishment of e-commerce cooperatives, the use of new e-commerce resources to open online stores to create brands, and live broadcasts, under the demonstration effect of Wang Xiumei and Duoduo Farm, this has become a typical path for Pingli e-commerce to alleviate poverty. At present, Pingli County has opened nearly 1,000 stores in Pinduoduo. In addition to local specialty products such as Gynostemma pentaphyllum, wild vegetables, fungus, honey, and corngrass and other agricultural and sideline products, industrial products including stockings have also been put on the Internet and brought into the live broadcast room.
From young people to become "new farmers"
Recently, Wang Xiumei added another identity-Secretary General of Pingli County Electronic Commerce Association.
Because of his good work on Pinduoduo, Wang Xiumei was selected as one of the local e-commerce leaders.
Wang Xiumei, 31, is a native of Pingli County. He grew up in Pingli County from an early age. After graduating from Ankang Vocational and Technical College in 2010, Wang Xiumei first worked as a kindergarten and elementary school teacher for several years. But the stable work does not smooth the restless heart of Wang Xiumei who wants to start a business. At the end of 2015, Wang Xiumei quit her job and returned to her hometown.
In China, like Wang Xiumei, he chose to return to his hometown, and there are many young people looking for personal value and meaning in building their hometown. According to the data provided by Pinduoduo, as of 2019, the Pinduoduo platform has accumulatively driven more than 86,000 new farmers to return to their hometowns to start businesses, and they will become the core force of rural construction in China in the future.
While Wang Xiumei returned to his hometown, a wave of e-commerce entrepreneurship was slowly being kicked off by the local government of Ping Li. Pingli County is located at the junction of Shaanxi, Hubei and Chongqing provinces, and is rich in natural resources. It is also an important water conservation area for "South-to-North Water Transfer". In order to ensure that the Hanjiang River will send water to Beijing, Pingli County is listed as a "restricted development zone" in the planning of the main functional areas. Many industrial projects cannot be landed, and development has been restricted for many years, and Pingli County has also deducted poverty. County hat.
Prior to this, Ping Li, like many parts of the country, tried various industrial poverty alleviation practices and introduced external capital to develop characteristic industries. However, because of the lack of market understanding and the weak traditional distribution base, the effect has not been satisfactory.
In 2016, with the support of the central and provincial governments, Pingli County was officially identified as a national comprehensive e-commerce demonstration county for rural areas, and received a project support fund of 15 million yuan. Subsequently, Pingli County began to introduce logistics companies, train e-commerce talents, set up special funds, and embarked on the road to encourage e-commerce entrepreneurship and rapid development of e-commerce.
As one of the few college students in the village, the county political and legal committee leader who was the first secretary in the village at the time found Wang Xiumei, "You are a college student, and now the policy is so good, you have to take the lead in trying."
After three and five times of persuasion, Wang Xiumei, who had an entrepreneurial dream in his heart, finally decided to start a business.
But from the determination to start a business to finally find out the cooperative model like "Duo Duo Farm", Wang Xiumei spent a full five years.
In the beginning, Wang Xiumei decided to combine his own Taobao shop with local specialty Gynostemma pentaphyllum and open a specialty store for Gynostemma pentaphyllum.
Although the Taobao store has been in operation for several years, Internet traffic is becoming more expensive and the competition has become fierce. Even the seemingly unpopular Gynostemma pentaphyllum has many similar large-scale merchants. The price wars and traffic flow launched between brands have kept many SMEs from entering the market.
Seeing that online traffic is in trouble, Wang Xiumei was forced to try his luck offline. In the following years, Wang Xiumei first opened an offline store, and then expanded to 8 through joining. Offline stores have heavy capital, high investment, and slow expansion. In the first few years of business, Wang Xiumei did not taste the sweetness.
More importantly, Wang Xiumei gradually discovered in practice that for local agricultural products, what is needed is not "simple sales channels."
Leverage new e-commerce to share entrepreneurial achievements with poor households
In April 2019, in Baoshan, Yunnan, 1,800 kilometers away from Pingli County, a new type of poverty alleviation model "Duo Duo Farm" officially landed, and 792 local poverty-stricken peasant households were established as stakeholders of the entire industrial chain.
This is the first project of Duoduo Farm. The key to this model is to connect poor farmers through the "e-commerce + cooperative" model. Poor households can share sales revenue through cooperatives. At the same time, cooperative leaders are responsible for operating stores, which also ensures that these poor households can produce with peace of mind.
At this time, Wang Xiumei is gradually realizing that although the local specialty Gynostemma pentaphyllum is good, it is facing several important problems. First of all, the reason why product quality is difficult to guarantee and product quality is difficult to guarantee is that although some local and online stores have been built locally, farmers as producers cannot share these benefits.
The problems in Pingli County are also the problems encountered by many local e-commerce businesses in poverty alleviation. For farmers, these e-commerce stores are just a sales channel, and are no different from the trucks that go into the offline dealers acquired in the field every year. Therefore, they have not been able to enjoy the dividends of e-commerce sales, and farmers have no incentive to produce and improve production.
At this time, by directly connecting the "last mile" of the consumer end and the "first mile" of the origin, the experiment of Duoduo Farm in Baoshan, Yunnan Province, gradually became effective. The coffee beans loved by urban white-collar workers are shipped from here and sent directly to the city's office buildings. Reduced the "middlemen earn the difference", and the straight-through Lisu people who grow coffee have also become "shareholders" of e-commerce stores.
With the successful case of Baoshan in Yunnan, Xu Xiaowei, the project manager of Pinduoduo Agriculture, received the task: to quickly spread this model in an all-round way, and to build more typical models with the help of the tens of thousands of new farmers that Pinduoduo has trained and guided. .
It was such a coincidence that in August 2019, under the recommendation of the local government, Wang Xiumei, a university student entrepreneurial representative, met Xu Xiaowei, who was preparing to inspect the area.
Prior to this, the Pingli County People's Government and Pinduoduo have signed a strategic cooperation in Beijing. Both parties will actively promote the development of Pingli Consumer Poverty Alleviation.
Wang Xiumei is a loyal user of Pinduoduo and likes to buy a lot of daily necessities on it. But when it comes to opening a store, Wang Xiumei still has no idea: her previous experience gave her some fear of e-commerce. In addition, she also worried that if it is only to open a store, it seems that it is no different?
"You lead a team to be a cooperative, and lead poor households to plant and process. We give you start-up funds. All you have to do is take everyone to do a good job in branding and sales, and make the cooperative a new rural commercial enterprise," said Xu Xiaowei. .
In September of that year, Wang Xiumei led 51 poverty-stricken households who cultivated Gynostemma pentaphyllum to form a Xunmeng Farm Gynostemma cooperative. Duoduo Farms has sponsored 520,000 yuan as a start-up fund, benchmarking the modern enterprise management system, "funds change into stocks, farmers change into investors", and all 51 participating poor households have become shareholders of cooperatives. Gynostemma pentaphyllum products sold, and share the commercial income of the cooperative.
With the start-up fund, Wang Xiumei's cooperative first bought a wagon used to pull the stranded blue, rented the local warehouse, and a new cooperative factory was built and started. At the same time, the Pinduoduo flagship store opened in the name of the cooperative also officially opened.
Make live broadcasts and make products, from cooperatives to new brands
Xu Changmei is a member of the cooperative. Because her mother is ill all year round, Xu Changmei has difficulty going out to work. In Pingli County, working outside is a common choice for many young people to drive their families out of poverty. Relevant local government officials have disclosed a set of data, staying at home to do agricultural production, earning up to several thousand yuan a year, and going out to work, there can be 10,000 or 20,000 yuan a year.
After joining the cooperative, Xu Changmei handed over 20 acres of gynostemma pentaphyllum family to the cooperative for joint trusteeship to realize collective production and sales. In just half a year in 2019, Xu Changmeiguang's selling of Gynostemma pentaphylla earned more than 30,000 yuan, which does not include dividends from cooperatives and other labor service income.
Duoduo Farm is a new "e-commerce + poverty alleviation + production organization" system innovation, local government officials concluded. This systematic change has brought new development ideas for e-commerce to get rid of poverty.
In February 2020, after the cooperative's Pinduoduo shop opened, Wang Xiumei discovered that Pinduoduo had launched a live broadcast function.
Wang Xiumei began to try live broadcasting, as a salesperson, accountant, and anchor.
After consulting with Xu Xiaowei, Pinduoduo sent a lot of university trainers to provide remote guidance to Wang Xiumei and the poor households of the cooperative. Since then, it has become a new job for Wang Xiumei to do live broadcasts and sell poverty alleviation products.
Going to the poverty-stricken households to purchase gaps, fragments of gynostemma pentaphyllum processed by the factory, and going home to brew a pot of gynostemma pentaphyllum tea all became the live content of Wang Xiumei. In the live broadcast, Wang Xiumei told fans that his "every piece of tea" originated from hand-picked by poor households.
In order to convince consumers of the quality of products, Wang Xiumei persuaded members of the cooperative from door to door, "We have to promise others that they can return and exchange goods for 30 days without reason, and let them try the drink." Wang Xiumei said that the essence of poverty alleviation products still needs to be returned to the product. At first, many people did not understand why tea promised to try for 30 days. However, Wang Xiumei felt that through this form, members should learn to adapt to the e-commerce platform. Regular, understand user thinking.
Soon, with the efforts of Wang Xiumei, the sales volume gradually increased, and within a month, it became the first in the praise list for fine classification purposes.
Today, in Pingli County, inspired by new farmers like Wang Xiumei, everyone has started to "get rid of poverty and start a business" in the form of a cooperative. According to the data of Pinduoduo, there are nearly 1,000 stores opened in Pindudu. In addition to the agricultural products like Gynostemma pentaphyllum, it also includes handicrafts, light industrial paper products, and community factory products.
"E-commerce is not just a channel, but also a change in thinking mode," Wang Xiumei said. "We can only maximize the value if we combine the interests of poor households with e-commerce."
Similar practices have gradually begun to spread throughout Shaanxi. On April 23, CCTV News and Pinduoduo conducted a "Live Out of Poverty Alleviation", the first batch of poverty alleviation products participating in the exhibition and sales came from 32 poverty alleviation production cooperatives in the province. These cooperatives unite farmers into a new model of poverty alleviation that “the Internet is in front and the poor are in the back”.
On the morning of April 21, Pingli, which was warm and cold, had a light rain, and the humid air had a hint of chill.
As the secretary general of the E-commerce Association, Wang Xiumei came to the factory in the local Jinping community. Here, the anchors in the community factory are preparing to start live broadcasting on platforms such as Pinduoduo, and Wang Xiumei, who has become an e-commerce live broadcaster, will help debug the equipment on site. A few hours later, General Secretary Xi Jinping also appeared in the community factory.
"As instructed by the general secretary, we must cultivate more village celebrities, and sell our flat agricultural products to the whole country." Wang Xiumei said.