China News Service, Shaoxing, July 7th (Reporter Xiang Jing) Late one night in early July, the banks of Baita Lake in Xinchangle Village, Shanxiahu Town, Zhuji City, Shaoxing City, Zhejiang Province were lit up, and the young people lived the call to sell pearls. Let the village become a "nightless village" comparable to the downtown area, and the village secretary often shuttles between the live broadcast and the video to carefully monitor whether the merchants sell the beads in good faith.
In Zhejiang, a major Internet province, rural e-commerce has grown in recent years. The number of e-commerce villages with online retail sales of more than 10 million yuan (RMB, the same below) ranks first in China. The rise of e-commerce live broadcasting has once again broadened the sales path of various products in rural areas. Therefore, "true and false" has become difficult for netizens to distinguish.
Pearl jewelry. Photo by He Yinlei
In Shanxiahu Town, the largest freshwater pearl distribution center in China, Xinchangle Village has written the history of pearl development for more than 40 years. Today, more than 80% of the villagers are engaged in pearl production and sales, and the village is praised as "the first village of pearls". Compared with the visible and tangible features of the physical market sales, the rapidly popular e-commerce live broadcast refreshes the pearl sales model. Since 2015, more than 300 merchants have touched the Internet in the village, with an average annual online sales of 2 billion yuan. . However, like the problems of poor quality and false publicity exposed by general e-commerce platforms, some netizens also have quality concerns about the "screen" pearls.
"Pearls and pearl jewelry were originally precious and precious symbols, especially after the prosperity of e-commerce live broadcasts, it is inevitable that some merchants will be sub-charged because of earning earnest." When visiting Xinchangle Village, He Lixin, the party's general branch secretary, repeatedly Referring to the importance of integrity, he admitted that in 2017, he saw a netizen commenting on an e-commerce platform that the live broadcast screen did not match the pearl delivered by express delivery, and gave a bad review. Knowing this, He Lixin immediately asked the merchants in the village to explain to the customers and make up the pearls.
"In the Internet age, don't touch the fish in muddy water." In He Lixin's eyes, netizens commented that it was not a trivial matter, but an important matter related to the "Pearl First Village" sign and reputation. Found that the e-commerce trend is unstoppable, He Lixin focused on the unreasonable sales behavior of merchants live broadcast. In addition to entering the live broadcast room to observe the reaction of netizens, he often went deep into the villagers' homes to see if there was any dishonest behavior during the live broadcast, and "escort" the quality of the pearls online and offline.
Row villas in Xinchangle Village. Xiang Jingshe
Not only is the village secretary "fighting alone", with the e-commerce trend of pearl sales, more and more young people are also returning to their hometowns to start businesses, and young forces have joined the "rule-keeping and sign-keeping" team.
In 2019, New Changle Village established the "Youth Maker Honesty and Love Alliance", and 43 young pearl merchants won the "honesty honor medal" promulgated by the local. It is not easy to get this card. It combines various aspects such as netizens' comments, sales, and villagers' comments. The largest share is praise and love.
In the online store operated by He Xingdong, a 33-year-old pearl merchant, the staff went on a 24-hour live broadcast to sell pearls in three shifts. In the live broadcast room, this card also won him a lot of fans. This is even more true. The'honesty honor medal' affirms our integrity management and also encourages young people to become leaders of integrity."
Young people broadcast live clams. Provided by New Changle Village
"E-commerce rivers and lakes, there is a rule to have a future." He Yinlei, 28, who is the head of the "Youth Maker Integrity Alliance" and returned to his hometown after studying in the UK, has "a scale" in mind: how much money is not the focus, the key Do things with integrity, keep your original intention, and make sense. "The honorary medal of integrity is not a "Shangfangbaojian". The village secretary, villagers and merchants will conduct joint supervision. Once serious dishonesty is found, the brand will be removed."
As can be seen from the story of the “Pearl First Village”, the Chinese people pay more and more attention to the “rules” in the era of e-commerce. Nowadays, such attention has risen to the national level in China. On July 1, the China Advertising Association released the "Code of Conduct for Online Live Marketing", which for the first time regulates various definitions and behaviors in e-commerce live broadcast to promote the healthy development of the industry.
"State-owned state laws have family rules." He Yinlei believes that the country's norms are at the macro level, and the village rules have more detailed requirements, which can encourage them to gain a foothold in the era of e-commerce. "The ultimate meaning is the same. I hope the e-commerce environment is getting better and better."
In its view, after unreasonable behavior is restrained, merchants can spend more energy on enhancing the added value of products and creating the image of pearl characters, which is conducive to enhancing the credibility of the pearl industry and helping to move towards a broader international market.
"Whether it is online or offline, there are no rules, no success. No matter how the village changes, the integrity story of'Pearl First Village' will continue." Looking at the new villas built by the villagers on the banks of Baita Lake in recent years, He Lixin determined. (Finish)