"Channel + Technology" Two-Way Poverty Alleviation: Agricultural Products Going Out And Income Remaining

"It is suggested that the boys send Luochuan apples on Christmas Eve and break them on the spot. They are crispy and sweet, full of sincerity." On September 27, Wei Yan'an, director of Shaanxi Provincial Fruit Industry Center, broke open a Luochuan Red Fuji apple with his bare hands in the pinduoduo live broadcasting room, smiling and recommending it to the onlookers.

On the day of the live broadcast, Zhang Jidong and Wei Yan'an, county heads of Luochuan County, Yan'an City, Shaanxi Province, successively became the "spokesmen" of Luochuan apple, enthusiastically recommending apples, kiwi fruit and other local characteristics to consumers to help local agricultural products go up.

As of 22:00 on the same day, the special live broadcast around Luochuan Apple attracted 935000 people to watch, driving the overall sales of Shaanxi apple on pinduoduo platform, up more than 210% year-on-year. Through live broadcast, tens of thousands of consumers online feel the charm of Luochuan apple, and have a new understanding of Luochuan.

Not only Luochuan, but also agricultural products sales all over the country have found a new blue ocean with the help of digital Dongfeng. The three-year poverty alleviation Road, whether it is pinduoduo, Jingdong or Taobao, has gradually built a personalized supply chain with characteristics, and established a brand mind in the user group. The cooperative counties have successfully realized brand incubation, opened wider consumption channels through e-commerce standardization, and farmers have obtained real benefits.

Li Xiaoyun, member of the expert advisory committee of the leading group for poverty alleviation and development of the State Council and executive vice president of the National Institute of Rural Revitalization of China Agricultural University, told the media that the development of China's e-commerce platform in the past decade has played a huge role in improving the circulation of agricultural products, while the new e-commerce agricultural assistance model, represented by pinduoduo, has broken through the bottleneck of traditional e-commerce development and helped farmers Income increase and Rural Revitalization.

Cyberfarmer. Hortigraph installed in AI greenhouse camera, through image recognition algorithm to intelligently detect strawberry growth state. Photo by Mu Gong

Opening up new commodity circulation channels

How to sell products is a key link for poverty-stricken areas to get rid of poverty and become rich. Before that, limited by logistics conditions and information barriers, agricultural products in poor areas had neither brand nor channel, farmers could not sell and consumers were expensive.

To this end, pinduoduo has changed the past mode from the circulation channel.

For all Chinese people, the Spring Festival in 2020 is extraordinary. Due to the logistics obstruction and the lack of transportation capacity, the sales of agricultural products are also greatly limited in some major agricultural provinces. It can be said that both urban and rural areas are facing challenges. On the one hand, it is difficult to buy vegetables in cities, while on the other hand, agricultural products in rural areas are facing the dilemma of being rotten in the fields. In this extraordinary period, the e-commerce platform uses the powerful online supply chain to expand the sales channels of agricultural products. Played a substantive role, really achieved "do not let fruit rot in the ground.".

With the help of the villagers of wangyaodian County, they decided to make a sale in Hongshui County, Yunnan Province. On the afternoon of February 10, shortly after participating in the "war epidemic competition" activity of pinduoduo, Wang Yaozhong's online shop started "live broadcast with goods". During the two-hour live broadcast in the afternoon of that day, nearly 300000 netizens were watching and buying, and nearly 10000 catties of onions in the town found a buyer.

"If we can't sell onions, we'll forget our hard work, and all the efforts of local farmers in one year will be wasted." Wang Yaozhong told the 21st century economic reporter that on the morning of February 10, he reflected to pinduoduo the problem of unsalable purple onion in Jianshui, and the platform immediately took action. In the morning of the same day, he coordinated various resources and organized to participate in the "campaign opening campaign" activity of the platform.

Not only has the onion Market been solved, but also Wang Yaozhong and his team have made a lot of money. More and more businesses are joining pinduoduo. In order to reduce the survival pressure of platform merchants, pinduoduo insisted on bearing the logistics subsidy cost during the epidemic period, and provided subsidies to businesses maintaining operation and delivery services, with a subsidy of 2-3 yuan for each order.

Dirac, executive vice president of pinduoduo agricultural and Rural Research Institute, told reporters in the 21st century economic report that three things have been done to solve the obstacles in the sales channels of agricultural products: first, the new farmers on the collaborative platform make a list of commodities, sort out the inventory and quality of agricultural products in agricultural production areas, especially in poor areas, so as to "move forward" the agricultural products that need to be sold The second is to ask local governments and relevant departments to coordinate and open up green channels for such agricultural products; the third is to coordinate logistics resources such as SF and China Post to ensure that fresh agricultural products can reach consumers directly.

It can be seen that pinduoduo fully meets the sales demand of the huge amount of agricultural products supply in an instant through the mode of purchasing and goods matching. The purchase quantity formed in an instant can instantly digest the fresh agricultural products waiting for sale, greatly reduce the loss of delayed sales, cold chain, storage and other links, greatly reduce the sales cost of agricultural products, make consumers and agricultural practitioners benefit from each other, and truly realize that the agricultural products go out and the income remains.

Live broadcast drives "poor counties" off their hats

In the upward process of agricultural products, in addition to channels, the flow is also an indispensable important resource. According to the public financial report of pinduoduo, in 2018, the company focused on the supply chain and other infrastructure, successively launched the "agricultural products central processing system" and "mountain village directly connected community" mode for agricultural products uplink, the "new brand plan" for industrial products downward, and the "international through train" plan for recruiting 500000 overseas merchants in three years, so as to further reach the upstream of the supply chain and make better use of it Products and more advantageous prices reach consumers.

In 2019, this strategy is still in progress, and its purpose is still to make the "up and down" better implemented. Since February this year, pinduoduo has taken the lead in launching the "live broadcast to help agriculture" of city and county heads in China, and has used the new technology and mode combination of "e-commerce live broadcast + ultra short chain" to accelerate the upward movement, circulation efficiency and scale of agricultural products in poor areas.

Since 2016, Luochuan County has started to expand online sales channels for fruit farmers. Today, the county town on the Loess Plateau has become rich because of apple industry. It is reported that more than 95% of the farmers in Luochuan County are engaged in apple production, with an annual output of 900000 tons. Wei Yan'an jokingly said: "with pinduoduo, our Luochuan apples are on the tree in the morning, on the road at noon, and on the table at night."

It can be said that the mode of "joint purchase + origin direct hair" has reshaped the uplink link of Luochuan apple. In the past, 5.5 yuan a catty of fruit from the production area, at least 20 yuan a catty, was circulated to the terminal. On this platform, the price is no more than 10 yuan. By 2020, the per capita net income of fruit growers in Luochuan has exceeded 10000 yuan for nine consecutive years, and the export volume of apples in Luochuan has reached nearly 1000 tons.

"Now every family has a car. People with an annual income of more than 200000 yuan account for 10% of the county, and people with an annual income of more than 100000 Yuan account for 60% of the county." Before leaving the studio, Zhang Jidong also extended a warm invitation to netizens. Driven by the direct broadcast activities and the tilt of platform resources, many agricultural products have established brands, opened up sales channels and significantly increased sales.

In addition, the e-commerce platform has spared no effort in supporting the entrepreneurship of new farmers. The 21st century economic reporter learned that in the process of poverty alleviation in Hunan, there are countless entrepreneurs returning home, new farmers and young people who have never left their hometown. Through the development of e-commerce, the poor farmers in their hometown have been driven out of poverty.

In the first half of this year, with the help of the "poverty alleviation heaven group" formed by leaders of Anhua, Xinhua and Yongshun, a series of poverty alleviation and agriculture assistance live activities attracted more than 1.45 million net friends to watch and place orders. The average fans of three zero base stores increased by more than 10000, and the sales of live broadcasting rooms increased by 190% month on month. The sales of Anhua black tea, Xinhua fermented bean curd, Xiangxi kiwi fruit and Yongshun berry tea were sold in shops The amount increased nearly 10 times.

Zhang Yong, the head of jiaxiangyuan cooperative, opened a store in 2018, and sold nearly 5 million yuan of lilies, making the store one of the top categories. In 2019, jiaxiangyuan still maintains a rapid growth rate, and the sales volume of pinduoduo platform is close to 10 million yuan, achieving nearly 100% growth. The hot sales have been transmitted to the farmers in the upstream, increasing the income of the farmers and helping the poor farmers to get rid of poverty.

Zhang Yong, head of jiaxiangyuan, told the 21st century economic reporter that the cooperation agreement signed between the company and the administrative village had covered 348 households, and most of them have been lifted out of poverty.

Lily's hot sale is just a miniature of the event. In fact, since 2016, Hunan Province has carried out a comprehensive "e-commerce poverty alleviation" special action in 51 poverty-stricken counties of the province, strengthening cooperation with pinduoduo and other e-commerce platforms. In the past three years, Hunan Province has achieved an upward online retail sales of agricultural products of nearly 30 billion yuan, driving the sales of agricultural and sideline products to more than 1.5 billion yuan.

Since 2020, the upward growth rate of Hunan agricultural products in pinduoduo platform has increased by 145% compared with the same period in 2019. As the epidemic situation has promoted the e-commerce of agricultural products, the number of online stores in rural areas of Hunan Province has accelerated, especially in poor areas, with the growth rate of more than 120% driven by the live broadcast of the main leaders in nearly 20 counties and cities, such as Xiangyin, Jiangyong and Xinhua.

By the end of 2019, the total orders of merchants in national poverty-stricken counties of pinduoduo platform reached 37.26 billion yuan, an increase of 130% year-on-year. Among them, the number of businesses registered in the "three districts and three states" deep poverty-stricken areas was about 157200, with a year-on-year increase of 540%; the total amount of orders reached 4.797 billion yuan, with a year-on-year increase of 413%.

"The live broadcast of agricultural assistance not only helps us open up the market of agricultural products in Western Hunan, but also inspires and stimulates more farmers and returned college students to participate in rural e-commerce." A "new farmer" businessman who participated in the live broadcast of helping farmers told the reporter of the 21st century economic report.

It is reported that at present, there have been more than 200 live broadcast by the county magistrate of pinduoduo City, and nearly 400 principal persons in charge of the city, county and district have entered the live broadcasting room to promote local agricultural (by-products).

E-commerce has become a new agricultural tool

In recent years, in addition to pinduoduo, traditional e-commerce companies have launched new e-commerce products, including a series of downward commodity and upward agricultural products models. For example, Alibaba launched Taobao live broadcast, Suning, Jingdong and other e-commerce enterprises and platforms settled in rural areas. In addition, there are e-commerce village clusters such as "one county, one product".

Relying on the pattern of "three agricultural products distribution and marketing, we should focus on the mode of agricultural products distribution and marketing, and focus on the" three win "mode of agricultural products distribution and marketing. The project of "one hundred counties and one thousand products" of rural e-commerce was launched, hoping to create a sales mechanism of high-end agricultural products through the establishment of geographical indication brand of agricultural products.

In September 2019, the "Duoduo agricultural park" of pinduoduo poverty alleviation and agricultural development project was established in Pingli County, Shaanxi Province, to cultivate professional e-commerce operation talents for the local area for a long time. According to reports, Wang Xiumei, head of the Gynostemma pentaphyllum cooperative in xunmen agricultural park, led dozens of poor households to carry out precision processing of Gynostemma pentaphyllum agricultural products. Through the independent sales of pinduoduo platform, the profit of precision processing link was left to farmers to the maximum extent, and rural e-commerce was used to drive consumption and poverty alleviation.

In fact, this is just a "miniature" of pinduoduo's new e-commerce mode to help farmers increase their income and get rid of poverty. Industry practitioners agree that it is better to teach people to fish than to teach people to fish. E-commerce has become a "new agricultural tool" for rural practitioners.

How to really crack the current agricultural products circulation mode with face-to-face trading of bulk agricultural products, alleviate the production and marketing pressure of agricultural products at this stage, and enhance the ability of China's agriculture to cope with similar risks of new crown pneumonia in the future, needs more thinking and further exploration, and needs the whole industry, including the government, farmers, production enterprises, business enterprises, logistics express enterprises Industry, wholesalers, retailers and other forces to work together.

Yao Jingyuan, a special researcher in the Counselor's office of the State Council, believes that e-commerce has played a positive role in the prevention and control of the new crown pneumonia epidemic and is making important contributions. This contribution is not only to guarantee materials, to rescue Wuhan, to protect people's livelihood and to stabilize prices, but also to combine e-commerce with logistics to form a modern logistics system, thus bringing breakthrough opportunities to the mode innovation of rural economy.

In the final analysis, the innovation of any agricultural product sales model is inseparable from the "new farmer". According to the estimation of smart E-Commerce Research Institute of China Agricultural University, the talent gap of agricultural products e-commerce will increase to 3.5 million in the next five years. The effective way to increase the supply of new farmers is to summarize the characteristics of cultivating new farmers and explore the existing successful practice cases. Therefore, outlook think tank focuses on pinduoduo.

On September 21, the outlook think tank released the 2020 new farmer Research Report, which believes that new farmers have become an important force in the rise of agricultural products. At the same time, it also gives a clear meaning to the "new farmer". The new farmer refers to the agricultural e-commerce talents who promote and drive the upward development of agricultural products. They mainly have four skills: first, they understand the cultivation technology of agricultural products; second, they establish the brand awareness of agricultural products; third, they have basic financial knowledge; fourth, they understand marketing, logistics and supply chain common sense.

The report summarizes the upward strategy of pinduoduo's agricultural products into two core systems: mode innovation and talent cultivation. In terms of mode, based on the decentralized characteristics of China's small-scale peasant economy, pinduoduo has explored the "cloud spelling" mode of agricultural land, with the core of "shopping + direct distribution of production areas". The consumer side through the purchase of scattered, temporary demand, in time and space to form a collective effect, to provide farmers with long-term stable orders. This is also one of the key factors for pinduoduo to stand out quickly in the competitive e-commerce industry.

Specifically speaking, pinduoduo forms a collection effect in time and space to provide farmers with long-term and stable orders by purchasing scattered and temporary demands at the consumer end; at the production end, it replaces layer by layer distribution with direct delivery of production areas, and simplifies 6-8 links of traditional agricultural products circulation into 2-3 links, forming a new value distribution mechanism. In this way, consumers can buy cheaper and farmers can get more income.

In the rural areas where pinduoduo goes deep, many things are changing. Not only the farmers' pain points have been solved, but also the agricultural products processing enterprises, rural logistics services, agricultural freight forwarder operators and platform merchants have all benefited from it. There is no doubt that both agricultural and industrial production need technological empowerment.

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