In Shenzhen in September, the highest temperature was still 34 ℃, and the heat wave rolled between the glass curtain walls of high-rise buildings, and there was no "autumn".

But Wu Xia, a Liaoning native who has lived there for more than ten years, automatically adjusted the season to autumn. "It has nothing to do with the temperature, because the new rice in my hometown is about to come down! When you can eat new rice, it is not autumn!"

　　Wu Xia said that even if she only thought about it this way, it seemed as if rice waves had spread out before her eyes, and her nose seemed to have the aroma of new rice.

"Panjin rice, when the new rice is just steamed, I don't need any dishes. I can eat a bowl with empty mouth! Thinking about it makes me greedy..."

　　The rice wave in Wu Xia's imagination is now in front of You Yang, a native of Panjin.

Dawa District, Panjin in September is the best time of the year.

The autumn wind is mild, the sky is high and the clouds are light, and the 10,000-mu rice waves are growing well.

The bunches of rice ears appear heavy golden yellow. During the period when the temperature difference between day and night begins to increase, they are desperately accumulating sugar in the body, waiting to be the most beautiful gift this autumn.

　　In order to allow consumers to bring these "beautiful gifts" to the table in a timely manner, Pinduoduo, the largest agricultural product upstream platform in the country, is also accumulating strength, and launched the "Super Farmer's Day" on August 21. On the basis of “zero commission”, it has invested tens of billions of subsidy, instant killing of 10,000 people and other important resources to drive the sales of advantageous agricultural production areas.

Panjin rice also landed on the 24-day Farmers' Festival.

　　"The weather is good, the harvest is good, and the rice designation this season is getting old!" You Yang said.

The face of this "second generation of farmers" born in the 1990s is full of "old farmers"-style relief and pride.

A bowl of rice to comfort nostalgia

　　You Yang has enough reasons to be proud.

As a star who sold 20,000 tons of Panjin rice in Pinduoduo last year, the Panjin rice he sold comforted the stomachs and homesickness of countless people, including Shenzhen Wu Xia.

　　Panjin City is located in the southwest of Liaoning Province, in the center of the Liaohe Delta.

With its flat terrain and many waters and no mountains, Panjin has been known as the "land of fish and rice" since ancient times.

According to records, rice planting began here in 1907, and the planting area has continued to expand since then. In 2020, the rice planting area will reach 1.621 million mu, accounting for 20.8% of Liaoning Province. It is an important main rice producing area and high-quality rice production base in China. .

　　The Panjin rice, breathing the moist air from the river and sea, is nourished by the alkaline water of the Liaohe, Shuangtaizi and other rivers, and enjoys the sunshine in the magical geographical belt of 40 degrees north latitude. It is harvested only once a year and grows. The period is about 180 days.

The rice produced here is glutinous, soft and glutinous, sweet, rich in oil and high in quality.

　　In the early 1990s, the innovative Panjin people created a new breeding model of symbiosis between crabs and rice. The same paddy field cultivated both rice and river crabs. The crabs eliminated pests, and the crab manure fields released more energy.

The innovative crab-rice symbiosis breeding mode of Panjin people has made the crab-field rice famous here.

　　In 2003, Panjin rice was approved as "National Geographical Indication Product"; in 2007, Panjin Rice was awarded the honor of "China Famous Brand" and "China Famous Trademark"; in 2008, Panjin Rice was designated as "Special Rice for Beijing Olympic Games".

　　Wu Xia is from Shenyang. Her parents went to the countryside in Panjin when she was young.

This sweetness has been engraved into Wu Xia's DNA since she was a child. Even if she grew up to study and settle down in a foreign land, she would never forget it.

"Needless to say, southern rice, even the expensive foreign fragrant rice is not as good as our Panjin rice. It is oily, moist, sweet and fragrant." Like countless Northeasterners living in foreign countries, a bowl of delicious rice is very important for For them, it is no longer as simple as a full-fledged "staple food", but a nostalgic and nostalgic love that will accompany a lifetime, a taste that will never be forgotten no matter where or when you go.

　　But a few years ago, Wu Xia wanted to eat authentic Panjin rice, and she had to rely on "human flesh back" or "mailing from home" every time she went home. "The rice is too heavy, I really can't take a lot of it." But now, with the help of developed e-commerce platforms, Wu Xia can buy authentic Panjin rice at any time in her home in Shenzhen.

Now that the new year's rice is on the market, Wu Xia has already made plans, "150 jins for the bottom line."

From Panjin Rice to "Pearl of the Palm"

　　In fact, these people's feelings for Panjin Rice are no strangers to You Yang, who is thousands of miles away.

He can see the sincere comments of these customers from all over the world on the backstage of his Pinduoduo store every day.

Some evaluations write nearly a hundred words, just like a small composition, where they say Mixiang is full of nostalgia.

　　This makes You Yang, who was born in 1991, even more regretful about his choice to become the "second generation of farmers".

In 2008, You Yang, who graduated from high school, entered the rice processing factory founded by his father, starting from the most basic rice laboratory technician.

From eating to watching, he became familiar with the shape and grade of each grain of rice.

At a young age, he stayed in the fields and the Miku workshop. It was not that You Yang did not envy his friends of the same age who were wandering in the big cities outside.

But it is strange to say that every time he sees the wind blowing rice waves and smells the fragrance of rice in the air, his heart will settle down.

　　Some people are wandering outside, some people stay in their hometowns, and they can also make a breakthrough in the mountains and fields.

　　In 2013, the sales market of Panjin rice from You Yang's factory expanded further. "It can already be sold to Beijing, Jiangsu, Zhejiang and Shanghai."

The older generation regards rice as a seed of grain, and sells it as a filling grain and a staple food, but in the eyes of young people like You Yang, high-quality agricultural products must not only be produced, but also sold far and loudly.

"Our Panjin rice should have its own brand and become a well-known brand."

The employees of the company are arranging packaging and shipping in an orderly manner, and selling Panjin rice to all parts of the country.

　　At the same time, You Yang was also thinking that if Panjin rice is so good, how can it be sold in Beijing, Jiangsu, Zhejiang and Shanghai?

You Yang and his partners, with a younger and broader vision, leveraged the vigorous vitality of the Internet e-commerce platform to extend a new harvest scene for Panjin rice, which has a century-old history of planting.

　　In 2016, You Yang officially launched the "Panjin" brand of rice with Panjin rice as the "Pearl of the Palm" design concept, and officially established an online sales department in 2017, focusing on the layout of e-commerce platforms such as Pinduoduo.

At that time, it also coincided with the rising development momentum of Pinduoduo. "Panzhu" quickly sold online, and the monthly sales quickly exceeded 2 million yuan.

　　Leveraging on the development of e-commerce platforms and the continuous expansion of logistics networks, the online market has also expanded. The days when fathers brought their fleets to sell rice and searched for sales in various provinces have become history.

"Panzhu" rice has gradually realized a gorgeous transformation from taste, quality to brand, from product, commodity to gift, from high-quality, efficient to high-end.

"With a good platform for good rice, even if you live in Shannan Haibei, you can still eat our 'Panzhu' rice. Not to mention this was unexpected when my father started this rice factory, even when I first started working in the factory, Unexpected."

　　Today, You Yang's "Panzhu" rice is sold nationwide.

In 2020, on the Pinduoduo platform alone, more than 20,000 tons of "Panzhu" rice were sold, with sales exceeding 100 million yuan!

Now, "Panzhu" rice has landed on Pinduoduo's 4th Farmers' Festival again, ushering in their sales home.

Li Jing, the sales manager, revealed that the main rice categories they sell are Panjin alkaline rice, crab field rice, and Northeast Long Grain Fragrance. In addition to "Panzhu", the established "Yimi Sunshine" and "Panyou" brands are also fighting Duoduo is a hot seller. At the peak of sales, the store sells more than 200,000 pieces of rice every day.

　　"Good agricultural products must not only be produced, but also sold. We start from farming and innovate 'farmland cloud fight' to promote large-scale 'production and consumption docking' of high-quality agricultural products, which has always been the focus of the platform's work. This year’s Agricultural Commodities Festival is one of the effective starting points.” The person in charge of Pinduoduo Agricultural Commodities Festival said that this year, a total of 1.5 billion supporting resources will be invested in the “Super Agricultural Commodities Festival” to help the “Southern Fruits and Northern Grains” accelerate upwards, and Farmers, consumers and businesses share the joy of the autumn harvest.

Brand drives regional development

　　Good rice and good word of mouth have brought good sales and development. The good rice in the hometown, in the hands of the new farmers "You Yangs", has radiated new vitality and brought new development.

　　With the expansion of the company's scale, You Yang's old factory of 2,000 square meters could no longer meet the processing and delivery needs. He decided to build a new factory of 20,000 square meters. The site was selected in Yushu Street, Dawa District, Panjin.

Youyang's company currently has more than 40 permanent employees. During the peak sales season, it also employs about 30 mobile employees who are responsible for offline packaging and delivery. These employees are mainly from Yushu Street and are mainly women.

The total salary expenditure of the company's employees is about 4 million yuan every year.

　　Han Ling, from Youjia Village, Yushu Street, just turned 60 years old. After retirement, she went to work at "Panzhu". This year is her fourth year of work, mainly responsible for express delivery and packaging.

"The factory is only seven or eight miles away from my house, and it's very close. The salary is 100 yuan per day, and it is more during the peak season. We even take care of meals at noon." Han Ling said that there are opportunities to make money at the door of the house, and it is the hometown. She is very happy that the special products are sold all over the country.

　　You Yang is well aware that all the current development of the company is based on the bowl of "good rice".

Strictly control the quality and ensure that the rice level is the king of sustainable development.

Facing the influx of orders, Youyang signed contract farming of about 7,000 mu with more than 200 farmers in Chunfeng Community, Yushu Street.

　　"The villagers grow rice according to certain standards. When we buy it, we will receive 100 yuan per ton higher than the market price. On the one hand, we can stabilize our supply and quality, and on the other hand, it will also increase the income of the villagers." The land gave him sweet rice and the foundation for his career. He also wanted to use his power to do something for the development of his hometown.

　　"When I was a child, I ran in the fields, watching the rice heading and maturing, playing with the children of the same age picking up the rice ears, and eating the first pot of steamed rice from the first milled rice of that season, I actually had no idea in my mind. , or actually thinking about when I can leave this small place and go to a farther place to see." But You Yang said that now, he knows the meaning of the bowl of rice when he was a child.

As the famous gourmet and writer Cai Lan said, "When you are old and you have tasted everything, the bowl of rice is the best." You Yang also wanted to look forward to "the taste of that bowl of rice when you were young." "People, continue to struggle in this field.