Pinduoduo'S "Cloud Spelling Mode" Empowers Mountains And Reshapes Agricultural Value Chain

"Sweet potato shreds, try some!" "Take a look at this potato and compare it with my face." Zhu Youyong, academician of the Chinese Academy of engineering, walked into the pinduoduo studio and recommended local potatoes in Yunshan village, Lancang, Yunnan Province. Wearing a straw hat and military training rubber shoes, he walked into the field, digging potatoes while recommending to hundreds of thousands of onlookers. The original plan of half an hour of live broadcast, eventually extended to an hour.

Due to a sudden epidemic, Lancang Lahu Autonomous County in Yunnan Province, which is located in the southwest border of China, has already reached the harvest season. The traditional sales channels have not been fully recovered. There are about 700 tons of potatoes waiting to be sold. The live e-commerce has become the straw for villagers to save their lives. And to live up to expectations, in pinduoduo's studio, 25 tons of potatoes dug out that day were sold out.

The story of Zhu Youyong's taking root in rural areas quickly aroused heated discussion among netizens in this eight episode political feature film "getting rid of poverty" jointly produced by China Central Radio and television and guojiaxiang Village revitalization Bureau. As a representative of rural e-commerce, pinduoduo shows the great potential of science and technology enabling agricultural modernization, bringing economic benefits and driving poverty-stricken areas out of poverty.

Since its establishment for five years, the turnover of agricultural products has maintained a high-speed growth of more than 100% annually. Relying on the technology innovation system such as "farmland cloud competition", pinduoduo has directly connected more than 12 million agricultural producers by the end of 2019, and accumulated more than one million people with poverty.

Academicians enter the mountains and produce agricultural products

"Our Lahu brothers have no problems in production and planting, but they don't know much about the market and brand. I want to pass on the fruits of my live broadcast to more people. " Zhu Youyong said.

Since the Chinese Academy of Engineering determined Lancang County as a science and technology poverty alleviation Center for academicians and experts in 2015, Zhu Youyong volunteered to come to Lancang to help the poor. During the past five years, Zhu Youyong never forgot to recommend Lancang potatoes on different occasions. He even brought potatoes to the Great Hall of the people to show them to the national media at the National People's Congress.

Behind Zhu Youyong's spare no effort to promote Lancang potato, it is difficult to break through the dilemma of agricultural information asymmetry. The lack of understanding of the market and brand, especially for the acceptance of new things such as e-commerce and live broadcast, is generally still in the stage of knowing, and there are not many attempts.

To this end, Zhu Youyong joined hands with pinduoduo lecturers to popularize e-commerce knowledge for trainees in the poverty alleviation training class in 2019, so as to drive local farmers to expand sales channels and cultivate brand thinking. The first phase of 60 students, aged from 20 to 50 years old, came from 20 villages and towns in the whole county. They learned from scratch how to open stores and how to improve the operation efficiency of stores. All of them have set up their own online stores in pinduoduo.

Consumption poverty alleviation is an effective measure to alleviate the problem of unsalable products and promote the sustainable development of poverty alleviation industry. Over the past five years, pinduoduo has effectively opened up the upstream channel of agricultural products, connecting the origin, farmers and consumers directly, subtracting the intermediate links, and then taking the live broadcast as the starting point to maximize the efficiency of the upstream channel. This is not only the mode innovation of pinduoduo, but also the basic mode of e-commerce poverty alleviation.

On the other hand, more and more practitioners are engaged in agriculture. In April 2016, he Shuang became a stewardess of China Eastern Airlines Yunnan branch. As a post-95 stewardess from Huili mountain of Liangshan Yi Autonomous Prefecture in Sichuan Province, her beautiful appearance and monthly income of nearly 10000 yuan make her "the pride of the whole village". However, in August 2017, he Shuang resigned from China Eastern Airlines and returned to Dashan to sell pomegranates. After several persuasion and opposition from her parents, they did not defuse her obstinacy, so they had to let her "toss about blindly".

2017 is the first year for Huili fruit e-commerce to start. Local growers and cooperatives have tried to sell pomegranates on major e-commerce platforms. He Shuang recalled that the first year of starting a business was not smooth. He had no experience in operating e-commerce, the number of shop orders was small, and the supply chain was unstable.

He Shuang and he Qian joined the e-commerce platform in 2019, and the supply of pomegranate from August to November reached 700000, with an accumulated sales of 8 million Jin and sales of more than 30 million yuan. Since then, it has officially opened the e-commerce market and sold pomegranates to the north and south of the river.

In order to better adapt to the development of e-commerce, in addition to renting a 1700 square meter warehouse in Zhangguan town fruit logistics park, the sisters also built a 2800 square meter cold chain sorting integrated storage center. The two warehouses accept more than 150 villagers nearby for sorting, packaging and handling. Through the Internet, he Shuang and he Qian became the leaders of local agricultural products on the road of e-commerce.

Three districts and three prefectures

If live broadcasting is the vanguard of consumption poverty alleviation, the exploration of pinduoduo's mode has pushed the advance troops into the most difficult hard bone of poverty alleviation from the very beginning. The three regions include Tibet Autonomous Region, Qinghai, Sichuan, Gansu and Yunnan provinces, Hotan, Aksu, Kashi and other regions in southern Xinjiang; "three states" refer to Liangshan Prefecture of Sichuan Province, Nujiang Prefecture of Yunnan Province and Linxia Prefecture of Gansu Province.

Three districts and three prefectures were once the deep poverty-stricken areas at the national level, and also the most difficult "hard bone" for the country to build a moderately prosperous society in an all-round way. The fight against poverty in pinduoduo will start in July 2020. In July, pinduoduo brought the live broadcast to Daliang Mountain for the first time. It was composed of 11 Foshan County working group leaders, members of the Standing Committee of the county Party committee and deputy county heads. On the first day of the event, online and offline sales volume exceeded 120 million yuan.

In Lhasa, e-commerce live broadcast entered the Shelton festival for the first time; 12 County heads from relevant counties, districts and departments of Lhasa formed the "strongest heaven group with goods on Plateau". In the live broadcasting room, 88 kinds of local characteristic agricultural and animal products, cultural and tourism project products including yak meat paste, Tibetan flavor, honey, Ganoderma lucidum, etc. were recommended in the live room. More than 750000 users gathered to watch the live broadcast.

By the end of August 2020, pinduoduo has achieved full coverage of consumption poverty alleviation in "three districts and three prefectures". More than 10 bureau level leading cadres and more than 50 county-level leading cadres have participated in pinduoduo's consumption poverty alleviation action. Nearly 20 million pinduoduo netizens have paid attention to and purchased nearly 300 special products and services from "three districts, three states".

Many of these products "raised in boudoir unknown" have entered the new e-commerce platform for the first time. Through the promotion of poverty alleviation cadres and display of pinduoduo, online sales have been started.

By the end of June 2020, through the two core systems of "mode innovation + talent cultivation" of agricultural products, pinduoduo platform has directly driven more than 100000 new farmers to return home to start their own businesses. As the largest agricultural products uplink platform in China, by the end of 2019, the total annual orders of merchants in national poverty-stricken counties of pinduoduo platform reached 37.26 billion yuan.

The new e-commerce platform represented by pinduoduo has reshaped the supply chain mode of agricultural products, effectively opened up the upstream channel of agricultural products, and especially opened up the upstream channel of agricultural products in "three regions and three states". It not only enables farmers to connect with the market at low cost and enjoy the dividends of new e-commerce, but also cultivates a group of "new farmers" who understand e-commerce and agriculture to participate in the construction of modern agriculture.

Li Xiaoyun, a professor at China Agricultural University and member of the expert advisory committee of the State Council's poverty alleviation and development leading group, said in an interview with the media that e-commerce live broadcasting can help overcome the consumption bottleneck of agricultural products in poor areas, especially in the "three regions and three states". In the future, the significance of e-commerce platform should go beyond sales, enter the front end of the production chain, and create a new industrial chain integrated with rapid logistics and instant consumption, so as to become an important force in restructuring China's agricultural production system.

"Pinduoduo will continue to use digital technology to help transform the traditional agricultural industrial chain, promote the standardization and scale reform of agricultural products, complement the modern agricultural circulation industrial chain system, promote the online and offline integration, and explore a new path for agricultural modernization under the guidance of Rural Revitalization Strategy," said Dirac, vice president of pinduoduo

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