Shanhuo touches the net to create a brand


reporter Huang Xin

  In the depths of the lush bamboo forest, a bamboo hut is hidden, and a beautiful Sichuan girl is busy beside the stove.

She cut up the cured pig trotters that had been marinated for a whole year, put them in a crock pot and simmered them, then fry the crispy bamboo shoots in the iron pot, and then put them into the crock pot and simmered together. The delicious bacon hoof flower soup is out of the oven.

The family sits together, chatting and drinking soup.

This is Wu Qiuyue's daily life.

  Don't underestimate this round-faced and smiling Sichuan girl. She has more than 10 million followers on Douyin. Every short video of her with fireworks may send the mountain goods from her hometown out of the countryside for the benefit of those in the city. Consumers bring delicious food and bring benefits to farmers in their hometowns.

  Wu Qiuyue is from Luzhou, Sichuan. The "post-90s" girl originally worked in an electronics factory in Shenzhen.

In order to take care of her elderly parents and young daughter, she decided to return to her hometown to start her own business, but she failed one after another.

  When the new crown pneumonia epidemic broke out in early 2020, Wu Qiuyue, who lived at home, began to film her rural life, making cold cakes, chopping bamboo, digging winter bamboo shoots, and picking cowpeas... She recorded the four seasons farming in the village with short videos.

  "One day I was working in the field, and my lover came to me excitedly with a mobile phone. When I saw it, it turned out that a video of grinding bean curd that I posted was popular, and the number of fans increased by more than 500,000." Wu Qiuyue told reporters.

  Since then, more and more advertising partnerships have come to the door.

Wu Qiuyue pondered: instead of advertising for others, it is better to help your hometown to promote it. There are so many special snacks in your hometown, why not promote it?

  Unexpectedly, this move made Wu Qiuyue "the hope of the whole village" during the epidemic.

When the epidemic situation was the most severe, the pigs raised in the village could not be sold, and the daily feed consumption became a heavy burden, and the villagers were very worried.

One day, she posted a video of green vegetables cooking bacon, and many fans wanted to buy it after seeing the bacon in the video.

As a result, Qiuyue and her lover, who were still in debt, made a "big" decision. They bought a dozen pigs in the village and made them into bacon.

  Qiuyue recalled that at that time, she wrote down the fans' demand for bacon one by one, and wrote down two notebooks.

In less than a month, all the bacon she stocked up was sold out.

  After winning the first battle, Qiuyue, whose confidence has greatly increased, has also found the direction of her own efforts - helping villagers sell agricultural products through short videos and live broadcasts.

The terrain of Luzhou is not high, but the locals know that the radishes high in the mountains are delicious.

Qiuyue started to produce and sell dried radish pickled from Litang alpine radish in Sichuan, and sold more than 10,000 orders on the Douyin live broadcast for the first time. Since then, the sales have grown steadily.

Today, Qiuyue's pickled dried radish has begun to be standardized, and through her own efforts, she has made the alpine radish "hidden in the mountains unknown" to a big market.

  In addition to alpine radishes, Qiuyue also began to sell Sichuan fermented bean curd, hot sauce, Bobo chicken seasoning, etc. As the live broadcast became better and better, Qiuyue also hired many villagers from nearby villages and towns to help them find employment.

  In 2021, under the normalization of epidemic prevention and control, Wu Qiuyue's live broadcast business will not only be unaffected, but will continue to grow.

She opened her radish base to Litang County, Ganzi Tibetan Autonomous Prefecture, Sichuan Province, maximizing the use of the land that could only be planted with highland barley, and has driven the scale of alpine radish planting in the western Sichuan Plateau to grow from a few hundred mu to more than 10,000. mu.

  Qiuyue's dried radish business also contributed to the revitalization of Litang's villages.

Li Guanglin, chief agronomist of Litang County Agriculture, Animal Husbandry, Rural and Science and Technology Bureau, told reporters that before large-scale planting of radishes, Litang mainly planted highland barley, but the benefits were low.

After replanting radishes, the output value per mu has increased by 6 times.

In the past year, 30 million catties of radishes have been "out of the mountains", dried in Litang, processed in Luzhou, and then sold all over the country.

  Chen Gang, head of the radish base in Zhuosang Township, Litang County, said that the radish base and the dried radish production line require a lot of labor. From July to November every year, the daily per capita income is three or four hundred yuan. Cordyceps time forks.

"Local farmers and herdsmen have increased their incomes at their doorstep."

  In 2022, Qiuyue has a new plan. She will build a dried radish processing factory in Litang to save the transportation cost from Litang to Luzhou, and to drive the employment of local farmers in Litang.

Daocheng, Sichuan will also be included in her plan to expand the area of ​​local radish cultivation.

  The epidemic once blocked the orderly flow of goods, and some agricultural products rotted in the ground.

Through live broadcasts and a complete set of logistics supply chains behind the live broadcasts, "mountain goods" are better "going out".

The live broadcast e-commerce to build a brand for agricultural products shortens the time of "planting grass" and makes agricultural production and consumption more closely connected.

  The data shows that in February 2020, Douyin launched the "War Epidemic Helping Farmers" public welfare project. By setting up a special area for the release of agricultural product supply and demand information, launching key agricultural product aggregation pages, and carrying out a series of activities such as "County Chief Comes to Live Broadcast", it helped agricultural products find market.

During the "Double 12" period in 2021, the number of new farmers and merchants selling fruits and vegetables on the Douyin e-commerce platform will be 2.16 times that of the same period in 2020.

  In 2021, JD Fresh's "Revitalizing the Rural Economy Source Good Property Industry with Live Streaming" project will build 15 live broadcast bases and carry out nearly 2,000 live broadcast events, with over 25 million viewers.

It has solved the sales problems of agricultural products and handicraft products of nearly 10,000 merchants.

  "The comprehensive effects of my country's 5G Internet, optical fiber bandwidth, information communication, short video technology, e-commerce platform, and domestic and foreign logistics have provided the basic conditions for the popularity of live e-commerce under the epidemic." said Xu Ying, vice president of research at Zhongcheng Think Tank.

  Xu Ying believes that live broadcast e-commerce has promoted the improvement of the rural large-scale planting and breeding service system, and services such as fresh product screening and processing, source packaging, cold chain logistics or air express delivery have continued to sink to the countryside, providing agricultural producers with a variety of services. Direct and convenient sales channels, while reducing intermediate costs, directly provide consumers with ecological, fresh, high-quality agricultural products, so that the purchase and sales model of agricultural products has been fully upgraded.

  The impact of the epidemic may continue, and the stories of "Wu Qiuyue" will continue to be "new", and the relationship between agricultural products and consumers will be closer, and a brand new 2022 is worth looking forward to.