Rural local products catch the e-commerce express

  A few days ago, more than 2,000 acres of melons and fruits in Shawan City, Xinjiang Uygur Autonomous Region had a bumper harvest.

In order to solve the problems of insufficient picking staff and poor sales of farmers, the city’s rural party members and village cadres formed a volunteer service team to help farmers pick, sort, pack and sell. At the same time, they organized anchors to pass WeChat, Weibo, Douyin, and Dian. Commercial platforms and other various forms of "live delivery of goods" have been carried out to help fruit farmers increase their income.

The picture shows the village cadres in Gudao Village, Anjihai Town, Shawan City, together with farmers to sell yellow peaches live.

Photo by Lan Ling (People's Picture)

  September 23 this year is the fourth Chinese Farmers Harvest Festival.

Starting from September 7th, the 2021 Chinese Farmers Harvest Festival Golden Autumn Consumption Season, which lasts for three months, has been carried out in many places.

In the past few days, major e-commerce companies have actively participated in organizing diversified production and sales docking and consumption promotion activities.

Tang Ke, Director of the Office of the Steering Committee of the Chinese Farmers Harvest Festival Organization and Director of the Department of Market and Information Technology of the Ministry of Agriculture and Rural Affairs, said that platforms such as Alibaba and Douyin actively responded and launched a series of practical measures to promote consumption.

"Various market entities have attracted the majority of urban and rural residents to shop for the holidays by issuing consumer vouchers, discounts and concessions, and traffic tilt."

"Agricultural Product's'Double 11'"

  Recently, in order to welcome the harvest festival of Chinese farmers, major e-commerce companies have issued consumer vouchers and launched intensive promotional activities.

Industry insiders pointed out that e-commerce companies have helped to make the Harvest Festival "Double 11" for agricultural products.

  Ten business units under Alibaba's Tmall, Juhuasuan, Taobao Live, Hema, Taote, Digital Village, etc. participated in the golden autumn consumption season activities, held more than 100 venues and agricultural products industry belt activities, more than 300,000 merchants participated, targeting 600,000 More than 10 million "Harvest Coupons" were issued for these products, and consumers can use the "Harvest Coupons" to purchase agricultural and sideline products in the Harvest Festival area.

"We have carried out activities such as the'Yangtze Harvest New Farming Wave' and'Hot Land Harvest Season', so that consumers can eat happily and at ease, and let the folks have a good harvest," said Xiang Huangmei, vice president of Alibaba Group.

  According to statistics, on the Alibaba platform, 300,000 merchants and more than 800 million consumers participated in last year's harvest festival and autumn consumption season activities. A total of 820 million pieces of agricultural products and 2.25 million tons of agricultural products were sold.

  Pinduoduo's initiative is to launch the "Duoduo Harvest Hall".

"During the harvest festival this year, the platform will continue to increase its investment in capital resources on the basis of last year." The relevant person in charge of Pinduoduo said that the platform's "tens of billions of subsidies", "limited time spikes", "ten thousand groups" and other subsidy resources will also It will tilt towards the "Duo Duo Harvest Hall" in an all-round way.

It is understood that a total of 280,000 farmers-related businesses participated in the Pinduoduo Harvest Festival series activities this year. Compared with 2020, the business scale has nearly doubled.

  In addition, JD.com has opened a special area for the Harvest Festival and launched a large number of full reduction activities.

Suning.com organized an online "Harvest Direct Sales Festival" to promote local specialties through the issuance of "agricultural food coupons."

Good things from the source accelerate "out of the village and into the city"

  "Various market entities hold various marketing activities such as display and sales, live broadcast of goods, special promotion, etc., so that agricultural products can go out of the mountains, out of the village and into the city." Tang Ke said.

During the golden autumn consumption season, e-commerce platforms have increased their direct sourcing efforts in production areas to help agricultural products move out of the village and into the city more conveniently.

  Douyin launched the "Fuyu Harvest Season" campaign to broadcast and recommend regional specialty agricultural products in more than 100 counties across the country.

It is reported that during the event, Douyin conducted live broadcast of the origin of agricultural products in Zhejiang, Fujian, Heilongjiang, Shaanxi, Sichuan, Shandong, Jiangsu and other provinces, to show consumers the production and transportation process of good products from various places.

Douyin also provides special training for agricultural and sideline products merchants and new farmers to help them better master short video and live broadcast delivery skills, and promote the production and sales of agricultural and sideline products from the source.

  Recently, Meituan Optimal launched the "Harvest Festival·Village Revitalization Pavilion", focusing on 11 provinces and cities in the Yangtze River Economic Belt.

Meituan prefers to adopt the "Agricultural Fresh Direct Sourcing" program, relying on an efficient logistics system in counties, townships, and villages to help more characteristic agricultural products reach the city table from the fields.

  Industry insiders believe that through the establishment of an effective mechanism for multi-party cooperation between government, enterprises, agriculture, and platforms, the joint construction of a supply chain system, an operation service system, and a supporting and guarantee system can effectively open up the links of consumption, circulation, and production, and help accelerate the acceleration of more characteristic agricultural products "Out of the village and into the city."

Live broadcast to help farmers increase income

  While major e-commerce companies are deeply involved in the harvest festival, various local harvest festival activities also actively embrace e-commerce and expand online sales channels for agricultural products.

  As a new engine for farmers to increase income, live broadcast of goods has become a standard feature of harvest festival activities in various regions.

Jiangsu Huai'an live broadcast of the Hongze Lake hairy crabs; Shanxi Yuncheng opened a special live broadcast area for Internet celebrities during the harvest festival; Chongqing Zhongxian built live broadcast scenes in the fields and factory workshops for those participating in the harvest festival e-commerce golden autumn consumption season activities. Agricultural enterprises conduct special live broadcasts of commodities... Recently, a data released by Taobao Live shows that there are a total of 110,000 peasant anchors on the Taobao live broadcast platform, with more than 2.3 million live broadcasts, and the sales of agricultural products through live broadcasts drove more than 5 billion yuan.

  Many places also held special e-commerce events such as "E-commerce Festival".

Hu Hanping, Director of the Department of Agriculture and Rural Affairs of Jiangxi Province, said that Jiangxi has launched the "New Flower Young from Jiangxi" Farmers Harvest E-commerce Festival, through 100 hours of slow live broadcasting, agricultural product reloading, agricultural product T-show, scanning code traceability holographic experience, and helping farmers. Five ways to bring goods through live broadcast, to create three themed venues of "National Tide Brand Pavilion", "Digital T-Taiwan Pavilion", and "Interactive Slow Live Broadcast Pavilion". "Farmers Harvest E-commerce Festival.

  Experts pointed out that the promotion of agricultural products "out of the village into the city" is an effective measure to promote rural revitalization.

Give full play to the role of the e-commerce platform, provide a package of agricultural products standardization, quality, and branding solutions for the government of the origin, improve the quality and standardization of agricultural products, improve the sales ability of farmers on the e-commerce platform, and expand the brand influence of agricultural products. An important way of high-quality development.

(Our reporter Pan Xutao)

  "People's Daily Overseas Edition" (September 20, 2021 Edition 08)

Keywords: