Carnival Of Agricultural Products E-Commerce And Agricultural Upgrading Behind "Agricultural Products Festival"

? ? ? It should be a good news to say that there is a high yield of grain and fruit. However, in the past years, when the farmers were happy, they had to worry about how to sell the harvest. Moreover, due to the large harvest, the market supply was "surplus", but they could not sell the good price, or the difference was made by the "middlemen". Now there is a new way out for agriculture.

With the emergence of new e-commerce formats and models, China's agricultural products online channel has made great efforts and entered a new stage of consumption development. On August 17, pinduoduo launched the third "agricultural products Festival". On the basis of previous years' experience, pinduoduo focused on quality agricultural products and carried out "10 billion subsidy". It is understood that pinduoduo has cooperated with more than 10000 agricultural merchants to support high-quality agricultural products through over subsidizing more than 20000 high-quality agricultural products.

? ? The e-commerce platform actively promotes the online channel sales of agricultural products. Meanwhile, the emerging formats such as live e-commerce and jutuan enable agricultural products to reach more large-scale consumers. Therefore, the online retail sales volume of agricultural products has increased rapidly year by year. It is estimated that the online consumption scale of agricultural products is expected to be close to 800 billion in 2021.

This also encourages new farmers to continue to return home to start their own businesses. It has become a realistic picture for farmers to participate in e-commerce, enable agricultural production with technology, and help rural revitalization.

During the "agricultural products Festival", the "10 billion subsidy" will cover more than 400 high-quality agricultural production areas, and will be delivered to consumers through direct delivery from the production areas. Materials and pictures

Small town e-commerce big business

Chen Taosheng, 35, retired from the army and returned to his hometown of Zongyang, a town along the river in Tongling, Anhui Province. The county is rich in products, especially agricultural products. Aiming at the local abundant agricultural and sideline products resources, he used the new e-commerce platform to sell all kinds of local agricultural and sideline products, and became a well-known e-commerce giant with an annual sales volume of more than 100 million yuan.

On August 17, the day when the third pinduoduo "agricultural products Festival" was launched, Wang Gang, deputy county magistrate of Zongyang County, and Chen Taosheng jointly entered the live broadcasting room of pinduoduo agricultural products Festival. The sales volume of that day was 1.21 million yuan, and the transaction orders were 51000 units. Among them, the baidangli native eggs subsidized by pinduoduo were sold on the same day, which successfully topped the first and third best-selling pinduoduo egg lists. This is Chen Taosheng's one-day report card of e-commerce, and also a miniature of tens of millions of businesses in pinduoduo's third "agricultural products Festival".

According to Chen Taosheng, although the crabs in baidang Lake in his hometown are not as famous as those in other waters, their quality is not bad at all, and they have been recognized as "National Geographic Indication".

From stalls to aquatic products retail market, in 2016, Chen Taosheng, with his "first pot of gold", turned to e-commerce platform and opened his first online store on pinduoduo. He took part in the adult college entrance examination and entered Anhui Agricultural University to study hard; Without help, he asked Ben's wife, who enjoys high salary in foreign enterprises, to resign and return home to help

With their aggressive spirit, Chen Taosheng and his wife undertook all the daily affairs of purchasing, operation, customer service and after-sales. Over the past five years, Chen Taosheng's company has become the "top brand" of Zongyang e-commerce with "online and offline" simultaneous development, production and marketing integration and diversified integrated development.

In the course of many years of entrepreneurship, he has founded "crab city" and "baidangli" and other brands. More importantly, he abandoned the traditional sales model and made local hairy crabs, native eggs, pork, sausage and other products sold all over the world with the help of e-commerce platform, becoming the "first person of Zongyang e-commerce".

"With the blessing of the platform, you don't have to worry about sales anymore." Chen Taosheng said that with the help of the new e-commerce, his company has made a qualitative leap, and has also led many local farmers to become rich.

Shi Xianglong, a 53 year old villager in Zongyang County, was poor many years ago due to illness. After he got well, he tried to co culture rice and shrimp. As a result, he encountered the problem of unsalable rice in the first year. At a loss, Shi Xianglong got to know Chen Taosheng under the help of Zongyang County Bureau of Commerce, and the sales problem was solved easily. After seeing the charm of e-commerce, Shi Xianglong has continuously expanded the scale of production. At present, he has planted more than 600 mu of shrimp paddy fields, which not only has a good life for himself, but also has driven more than 20 poor households around to get rid of poverty and become rich.

After graduating from University, Bao guangjiu, a black pig breeder and a new farmer born in the 1980s, chose to return home to take over his father's management of the black pig breeding farm. A few years ago, he also encountered a development bottleneck. After cooperating with Chen Taosheng, both the sales volume and the brand have improved. At present, he is planning to expand production capacity, extend the industrial chain, and work together with Chen Taosheng to build Zongyang black pig brand.

"With the return of new farmers and the help of high-quality e-commerce platforms, agricultural products have changed from unsalable to salable, from" soil lumps "to" fragrant cakes ", and into a" new engine "for consumption to help agriculture and Rural Revitalization." According to the relevant person in charge of Zongyang County Bureau of Commerce, in recent years, Chen Taosheng has helped Zongyang agricultural products open up the market, set standards and create brands. He has signed long-term cooperation agreements with 57 local leading agricultural enterprises, poverty alleviation bases, 12 poverty-stricken villages and more than 20 poor households, driving nearly 1000 farmers to increase their income. At the same time, it also provides a lot of local jobs.

The transformation from "wedding" to "mango"

A year ago, Zheng Pengfei was the CEO of a high-end Overseas Wedding custom-made company of Beijing international trade. He often took his team to travel through the exotic customs of Europe, Japan and Southeast Asia.

However, after the outbreak of the new crown, overseas business could not be carried out for a while, and monthly store rent and wages still needed to be paid. After struggling for several months and losing millions of yuan, he finally decided to transform into a fruit e-commerce.

At the end of May 2020, he searched the fruits all over the country on the Internet and found that mango was on the market in Guangxi at that time. After consulting with his family, the young man, born in 1987, with his remaining savings of more than 200000 yuan, traveled alone to Guangxi, more than 2000 kilometers away.

Zheng Pengfei's first stop in Guangxi is Tiandong County, Baise City. Located in the hinterland of Youjiang River Valley, it is one of the "three major tropical monsoon areas in China" as well as Hainan and Xishuangbanna of Yunnan Province. It has a unique climate and geographical conditions and is very suitable for mango growth. Baise mango is a national geographical indication product of China. Tiandong county is known as "the hometown of mango in China". Guiqimang, a local product, is a unique product of Guangxi.

Zheng Pengfei remembers that after arriving in Baise, he rented a car and started from scratch. Starting from asking the local people "where is the farmer's market selling mango and which village is planting mango?" he inquired all the way through the markets, orchards and logistics stations, covering the major fruit producing areas such as Tianyang, Qinzhou, Nanning, Yulin, Chongzuo, Guigang and Beihai.

At the beginning, there was no stop and warehouse, Zheng Pengfei directly asked local businesses to help deliver goods. He was in pinduoduo's first store, which developed rapidly.

In September 2020, the mango in Panzhihua, Sichuan Province, enters the harvest season, and Zheng Pengfei goes to Panzhihua again to look for goods. Because of his experience in Guangxi, he is familiar with mango and the operation of the shop has improved; By the end of the year, Hainan mango was on the market, and he moved to Hainan to look for sources of goods in Sanya, Lingshui and Ledong.

Zheng Pengfei quickly established his own network in the fruit circle. He absorbed the trusted partners as partners, and Zheng Pengfei's e-commerce road became more and more smooth. As of July 2021, the cumulative sales volume of the two stores on pinduoduo platform is nearly 1.5 million pieces, about 13 million jin, and the daily order is stable at more than 20000 units. Among them, "mangbida fruit store" ranks among the top three mango best-selling shops on the platform. On August 17, 2021, he became a mango merchant of pinduoduo's third agricultural products Festival.

Since his second venture, Zheng Pengfei's e-commerce team has not only absorbed some personnel from the original wedding company, but also recruited more than 40 new employees. He has opened delivery warehouses in Tianyang and Tiandong of Guangxi, covering an area of more than 3000 square meters.

Some of the original team members of the wedding customization company have also transferred to new posts of e-commerce operation“ Two wedding planners, now live anchors of the store. " Zheng Pengfei said that although they had some differences at the beginning, they didn't have time to think so much after they were busy, and they gradually adapted to the new roles.

As a result, this new team has led to the employment of a large number of left behind women in the surrounding rural areas, and their per capita monthly income has increased to more than 5000 yuan, almost doubling. Since January 2021, they have set up rural cooperatives with Pingma town as the center, driving the common development of more than ten villages around Tiandong and Tianyang.

Tricholoma matsutake in ancient tea horse road

The rainy season in Shangri La is the most anticipated season for the local Tibetans, and it is also a time for wild fungus "gourmands" to love. Tricholoma matsutake, with the flavor of the mountains, is on the stage in this season.

Before dawn, cheduma, who lives in Zhongcun, Luoji Township, Shangri La City, Diqing Tibetan Autonomous Prefecture, Yunnan Province, gets up early. Drink a bowl of butter tea, eat Zanba, immediately set out to the depths of the forest. In order to pick high-quality Tricholoma matsutake, cheduma and villagers keep the habit of entering the mountain in the early morning of the whole Tricholoma matsutake season.

Tricholoma matsutake is not a stranger to most people. This wild fungus, which grows in the virgin forest above 2500 meters above sea level, has extremely strict requirements on the growth environment. In recent years, people's recognition and recognition of Tricholoma matsutake are increasing.

"As soon as the rainy season comes, all kinds of fungi will come out, and the air will smell of fungus." This is the rainy season in Yunnan described by Mr. Wang Zengqi. The unique climate, complex topography and landform have made Yunnan a "Kingdom of wild fungi", and Tricholoma matsutake is the "king of all kinds of fungi".

"Sometimes in the mountains to pick up bacteria, a day, can encounter several rain." The rain in the forest will come down as soon as it is said. Although it brings some difficulties in picking up the fungus, the rain is what Che Duma and they are looking forward to. More rain, Tricholoma matsutake will grow more and better, and pick up more, then more income.

Yunnan is the main production area of Tricholoma matsutake in China, accounting for 60% - 70% of the total annual output of Tricholoma matsutake. It exports 600-700 tons of fresh Tricholoma matsutake to Japan, South Korea and other places every year. Chuxiong, Dali, Lijiang, Shangri La and other places in Yunnan have natural conditions for the breeding of Tricholoma matsutake. Shangri La, because of lower temperature, is more conducive to the growth of Tricholoma matsutake, and the nutritional composition and taste of Tricholoma matsutake are better.

The Tricholoma matsutake in Shangri La is plump, tender and plump. The healthy Tricholoma matsutake has a complete and strong body, a grayish brown cap, a white stipe, and fibrous scales. Its flesh is white and tender, with fine texture and rich aroma. In the early years, it was famous for exporting to Europe, America and Japan.

In the village where cheduma is located, almost all the villagers will put down their work to collect fungi during the Tricholoma matsutake picking season. They have two or three months a year to go up the mountain to pick. With half experience and half luck, this season's income accounts for the majority of their annual income.

In the valley, there are many temporary wooden sheds, which are Tibetan people's Tricholoma matsutake collection point. Throughout the Tricholoma matsutake season, villagers who are far away from home usually live in small wooden sheds. In relatively concentrated places, purchasers also set up "purchasing points". In this way, it will avoid the long-term transportation of the Tibetan family that "someone is responsible for picking, and someone is responsible for carrying horses" to sell.

Tibetans who enter the mountain in the early morning will return to the purchase site before 4pm. The buyers waiting here are ready to classify and pay according to the size and quality of Tricholoma matsutake. With the harvest, some villagers will go back to the mountain to pick for two or three hours, and some will return to rest to prepare for the next day's picking.

"Thanks to the development of express logistics and e-commerce platform, the domestic market of Tricholoma matsutake has become a large scale." Tang Xijin, President of Yunnan Tricholoma matsutake chamber of Commerce, said in an interview with the media that e-commerce has become an important platform to boost the development of Tricholoma matsutake industry.

Wu Changheng is a young man from Guangdong. Last year, a chance trip to Lijiang, Yunnan Province, made friends with Xi Long and tasted the taste of Tricholoma matsutake, so he decided to stay“ Such a beautiful thing must be shared with more people. " As a result, Achang opened a pinduoduo store. When the order came, Longge bought and sorted matsutake, which would be sent to all over the country at the fastest speed.

In Wu Changheng's "Yunzhong fungus shop", after the "ten billion subsidy" of the agricultural Festival, the fine Tricholoma matsutake with a kilogram of 5-7 cm is more than 150 yuan, which makes it easy for the matsutake with high price in the past to "fly" into the table of ordinary people's homes.

E-commerce road of high quality agricultural products

During the "agricultural products Festival" last year, pinduoduo platform sold nearly 200 million agricultural products for each major agricultural production area. Among them, the "10 billion subsidy" covers all agricultural products such as "vegetable basket" and "rice bag", including fresh fruits, agricultural and sideline products, meat, poultry and eggs. The maximum subsidy is more than 40%, which has become a new driving force for the growth of agricultural products orders.

"Since more than two years since Baibu was launched, there have been more than 10000 high-quality agricultural products merchants, and more than 20000 agricultural products have been launched." The person in charge of pinduoduo's 10 billion subsidy said that from the pre-sale stage, during this year's "agricultural products Festival", the order volume of fine agricultural products increased by more than 200% per day.

In order to meet the growing consumer demand for high-quality agricultural products, this year's "ten billion subsidy" channel will further expand the upstream scale of selected agricultural products. The first batch of agricultural products will be over 1000, covering more than 400 high-quality agricultural production areas, including Shouguang vegetables, Hami melon fruit, Pinghe pomelo, Dalian yaozhu, Huili pomegranate, Wanrong apple, etc Zongyang eggs, Zhouzhi kiwifruit, Hongze Lake hairy crab, Shangri La Tricholoma matsutake, etc.

It is reported that during this year's "agricultural products Festival", the maximum single subsidy of "10 billion subsidies" for selected agricultural products is close to 60 yuan, and the subsidy amount generally exceeds 30%.

In addition, the "10 billion subsidy" will continue to adhere to the "zero Commission" policy for agricultural products, which has also attracted a large number of business partners to actively participate in the "agricultural products Festival", with more than 2000 first registered businesses.

Since this year, in order to comprehensively promote rural revitalization and accelerate the process of agricultural and rural modernization, governments at all levels have launched a number of policies to strengthen and benefit agriculture, which also create stable development opportunities for new agricultural entities such as pinduoduo.

It is understood that in the first quarter of this year, the orders of agricultural products on pinduoduo platform increased by more than 300% over the same period of last year, and the orders of single product exceeded 100000 + the number of agricultural products reached 2645, and the number of directly connected farmers exceeded 16 million.

As the largest agricultural products uplink platform in China, pinduoduo has been actively rooted in agriculture since its establishment. It has successively explored a variety of agricultural assistance modes, such as "direct delivery of production areas", "cloud spelling of agricultural land", which has helped major agricultural production areas directly connect to 824 million consumers in China, and opened a new sales channel for agricultural products.

"This year's" agricultural products Festival "will focus on the promotion of quality agricultural products, which is also a new attempt of the platform to help farmers." According to the person in charge of the "agricultural products Festival", while continuing to expand the market for agricultural production areas, the platform will provide unlimited subsidies for high-quality agricultural products and geographical indication agricultural products in high-quality agricultural production areas, help the major agricultural production areas to create high-quality production brands, improve the added value of agricultural products, and drive farmers to increase production and income.

The person in charge of pinduoduo's "10 billion subsidy" also said that more than 100 types of geographical indication agricultural products were selected in the first batch of the "agricultural products Festival". The brand building was carried out from the specifications, logistics and packaging, and the subsidies were added on the basis of the whole network low price, so as to promote the quality of agricultural products and create the origin brand. In addition, in terms of after-sales services, most of the Baibu agricultural products are provided with Shunfeng free parcel post service, and provide services such as compensation for bad fruit.

In order to ensure the timeliness and freshness of agricultural products to the greatest extent, pinduoduo also continues to build cold storage, cold chain logistics and other infrastructure throughout the country, creating a supply chain system matching high-quality agricultural products. For example, the new business represented by "duoduocai" has realized the 24-hour delivery service of fresh agricultural products, and further improved the circulation efficiency of agricultural products through better quality control and demand forecasting.

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