From mountain cargo to aircraft officials to bring goods to upgrade out of the circle
"Two years ago, I took the "Tian Lian" aircraft made by Doumen to fly in the blue sky. If the babies want to buy, they can come to test and inspect the goods." A few days ago, Ma Hongsheng, the head of the Doumen District in Zhuhai, walked into the live broadcast room to bring the goods and sold it. 20 aircraft.
The new Coronary Pneumonia epidemic has a certain impact on the operation of the macro economy. In order to restore industrial operation, through consumption to promote economic growth and get rid of the impact of the epidemic as soon as possible, the e-commerce live broadcast came to the spotlight. From county magistrates walking into the live broadcasting room to promote agricultural products to "agriculture", to "endorsement" of special products, high-end equipment manufacturing, officials bring more and more kinds of goods, and the topic is getting higher and higher.
Souvenirs
Local government officials' strength "endorsement"
In the context of epidemic prevention and control, in order to cope with the impact of the epidemic on industrial poverty alleviation and solve the unmarketable sales of fresh agricultural products, local government officials shot short videos and walked into the live broadcast room, along with many stars and Internet celebrities, they embarked on the road of "carrying goods" .
"Help Hubei" and "Help Wuhan" are hot words in the consumer market in the post-epidemic era. On March 15 this year, Song Junhua, deputy head of Zigui County, Hubei Province, delivered local specialty navel oranges with sales of over 60,000 catties. On the afternoon of April 8th, the first day of Wuhan’s unsealing, Wuhan’s deputy mayor Li Qiang and entrepreneurs and talents opened their first live show to promote Wuhan specialty products such as Liangpin Shop, Cai Linji, Qianji Cake, and Zhou Heiya. As of 24:00 on April 8, the total number of live viewers exceeded 2.52 million, and the total sales of brought goods reached 17.93 million yuan.
"Qianjiang is so safe, and crayfish are so sweet. Once they meet, they will fall in love for life." In Qianjiang, Hubei, where crayfish is abundant, Wu Zuyun, secretary of the Qianjiang municipal party committee, took delivery of crayfish and traded 6,000 tons of crayfish on site. Yao Yingjiu, member of the Standing Committee of the Zhijiang Municipal Party Committee in Yichang, also broadcasted the special agricultural products of Zhijiang such as agate rice, navel orange, horseshoe and fish cakes to netizens across the country.
According to the data of Pinduoduo, as of April 30, more than 150 city and county heads of all provinces and autonomous regions including Hubei Province live broadcast the goods, and the number of orders for anti-epidemic and agricultural activities exceeded 110 million orders, and the total number of agricultural products sold exceeded 7 100 million pounds.
In Beijing, on April 22, Ding Jianhua, a second-level inspector of the Beijing Municipal Bureau of Commerce, in a traditional gown, said Allegro and culinary skills in the Taobao live broadcast room, and turned into an anchor to "call" the old name of Beijing. On May 14, Liu Meiying, deputy director of the Beijing Municipal Bureau of Commerce, also came to the Taobao live broadcast room to bring goods for Beijing's established brands, attracting nearly 2 million netizens to watch. On May 17, Qing Zhaokun, member of the Standing Committee and deputy head of the Mentougou District Committee in Beijing, recommended Mentougou's special products and scenic spots through a live broadcast. This was also the first time that a district-level cadre in Beijing appeared live to help sell agricultural products.
In Shanghai, on May 17, Lu Fangzhou, Secretary of the Jiading District Party Committee and District Mayor of Shanghai, "called" Nanxiang Xiaolongbao in the live broadcast room. According to media reports, on the afternoon of May 15th, Lu Fangzhou had just assumed the post of Secretary of the Jiading District Committee, and the live broadcast became his first appearance in public as the secretary of the District Committee.
Officials bring cargo car plane
Manufacturing cities take the "high-end route"
In the upsurge of officials bringing goods, high-end manufacturing successfully relied on hard power to "out the circle."
In a live broadcast event in Zhuhai City in mid-May, the most hard-working anchor was Ma Hongsheng, the head of Doumen District. His "carrying goods" "SkyTrek" aircraft produced by Triton Technology was a product suitable for private and commercial use. Light sport aircraft for pilot license training.
Why did the airplane become a "local product" in Zhuhai? As the only aviation industry exclusive economic park in Guangdong Province, from the construction of drone flight test sites to the development of new materials, Zhuhai’s general aviation industry chain has continued to expand, cultivating the world’s largest amphibious aircraft, Kunlong AG600, and other national heavyweights. Cessna, Cirrus and other international leading general-purpose aircraft production lines.
Also taking the "high-end route" are Guangzhou, Shenzhen, Foshan and other manufacturing markets.
"The private cars and unit buses I drive are all from Guangzhou Automobile Chuanqi. This car has a first-class price-performance ratio!" The mayor of Panyu District, Guangzhou lived for two hours and subscribed for 2,875 cars. It turned out that the automobile industry is one of the three pillar industries in Guangzhou. As a national well-known auto brand, GAC Trumpchi is also a leading company in Panyu District, representing the strength of "Made in Panyu". Taking car promotion as the main event, it is no wonder that the district chief appeared in the "carrying goods".
On May 29th, at the launching ceremony of a public welfare live broadcast festival to "help Wuhan", He Jianwen, the mayor of Huangbei District, Wuhan, appeared in the live broadcast room with eight deputy mayors to speak for the "leading goods" for Huangbei enterprises. In just one hour, the live broadcast room became popular, attracting more than 1 million netizens to watch online. The district director warmly introduced more than 60 products from many companies including Zall Aerospace, Chow Tai Fook, IPASON Climbing, and Qian Ji. Among them, climbing custom-made computers directly became the explosion of the audience, reaching sales revenue of 7 million yuan in just one hour. There are three buyers who domineeringly placed orders for "Made in Wuhan" aircraft. According to the platform, one of the three aircrafts ordered on site came from Hunan and was purchased by an aviation service company. It was mainly used for pilot training, flying self-driving experience and air tour services. The other two orders are from Wuhan, and are two business owners who love flying.
Officials bring goods to help agricultural products find a new way
Future development needs guidance
Earlier, at the press conference of the Joint Defense and Joint Control Mechanism of the State Council, Chen Ping, a first-level inspector of the Market and Information Department of the Ministry of Agriculture and Rural Affairs, said that in recent years, new retail and new formats have developed rapidly, using online live broadcasts and short videos to promote agricultural product sales. It has become a new trend and a new bright spot. It is an innovation in agricultural product marketing, and it also complements the "short board" of traditional agricultural product marketing. Especially during the epidemic, mayors, county heads, township heads and anchors brought goods, making live broadcasting a "new agricultural activity", and also found a new way for agricultural product sales.
However, there are also voices pointing out that behind the heat of officials bringing goods, some potential problems have also been exposed. For example, for mountain goods and agricultural products, the real agricultural and rural difficulties behind them are product standardization and lack of brands, as well as backward supply chains. When the product market is not competitive enough, once the free traffic from the celebrity official is left, sales will fall back. It is a good marketing method for officials to bring goods if they are properly guided, but it is the root cause of long-term sustainable development that controls product quality and transforms the supply chain.
Text/Reporter Chen Si