Direct Seeding Helps Farmers: The Way Of "Selling" Online By City And County Leaders

"The Compendium of Materia Medica" has said that the pear is the top quality, eating the heat of the six organs and eating the Yin of five zang organs. This is not a teacher from a Chinese medicine school, who is giving lectures to students. This is Tao Guanghong, the mayor of Dangshan County, Suzhou, Anhui.

At 19 o'clock in March 2nd, Tao Guanghong came up with a health card to sell pear in Dangshan. For Tao Guanghong, the Spring Festival in 2020 was a big rise and fall. Because of the epidemic situation, home segregation and traffic blockade, dealers could not order and deliver goods to farmers' homes. They saw that the Dangshan pear in the farmer's fruit cellar could not be sold. As the county magistrate, he was also anxious and anxious. The emergence of another sales channel opened the door to Dangshan pear trading.

On the same day, Tao Guanghong went into a lot of studio to help farmers to introduce the history of Dangshan pear, the unique natural growth environment and many different ways of eating to the platform consumers. 600 thousand people flooded into the live room, surrounded by the county magistrate, "carrying goods". On the same day, the sales volume of the shop was over 2.7 thousands, and many users bought nearly 140 thousand pounds of Dangshan pear.

Tao Guanghong is just one of many county leaders who join hands with the electricity providers to help farmers. "City and county leaders when the anchor, farmers sell more" is becoming a new mode to help farmers electricity providers, online sales of agricultural products ushered in gold growth period.

City and county leaders help live broadcast

Affected by the epidemic, the distribution channels of agricultural products are still recovering slowly.

Dangshan has always had the title of "world pear capital", and the sales of Dangshan pear, which is rich in pear, is also affected by the epidemic. According to Tao Guanghong, Dangshan County pear planting area of 1 million acres, of which 3.1 million mu is 1.5 million households poor households planted. The annual output exceeds 2 billion 400 million jin, of which 1/3 is used for deep processing of agricultural products. 1/3 in the last nine and October, when the pear harvest was just harvested, it had been sold out, and there were still 800 million Jin in the fruit cellar of farmers.

Spring is a good time to sell, but now the sales of pear are affected, and the poor households with weak risk tolerance are in trouble. To alleviate this situation, the Dangshan county government decided to join hands with the new e-commerce platform. In addition to the county magistrate, Chen Xinqi, deputy county magistrate of Dangshan County, also came to help the farmers live directly, helping crisp pear sales.

In twenty-first Century, the economic news reporter noted that Tao Guanghong was transformed into "Chef" in the temporary studio built on the delivery base of Dangshan pear pear, and he personally taught netizens to make sugar tonic pear, stewed pear, pear gruel and other tonic products at home. On the other hand, he also promoted the ambassador of the avatar, introducing the culture and planting history of pears.

Tao Guanghong said that the close contact between the "agricultural production and marketing docking" activities and the new e-commerce platform, on the one hand, has opened up a precise online agricultural products upstream channel. On the other hand, it has also seen the help of the new electricity supplier mode to help the poor fruit farmers get rid of poverty, expand the regulation of Dangshan pear electric business, increase the electricity supplier's upgoing mode, and optimize the Dangshan pear planting plan.

As China's largest agricultural commodity uplink network platform, since February 10th, it has been the first to open a series of activities of "cooperation between government and enterprises, direct seeding to help farmers". It has explored a new mode of helping farmers to sell electricity, which is "city and county anchors and farmers sell more", and organized many live agriculture activities in Zhejiang, Guangdong, Guangxi and Chongqing.

In February 19th, Wu Kangxiu, a Xuwen county magistrate in Guangdong, walked into a large number of farmers' direct seeding rooms. She became a temporary anchor and enthusiastically introduced Xuwen's specialty perfume pineapple for consumers. The first 30 thousand pieces of pineapple, weighing 150 thousand pounds, were sold out within two hours. At eight o'clock in the evening of March 4th, Yang Yongfei, the head of Xunwu County in Jiangxi, was playing the first show on many platforms. It was a temporary anchor for the local farmer Huang Honglin's shop and personally endorsed Xunwu's passion fruit.

Up to now, the "city and county leaders help farmers live room" has sold nearly 1 million jin of agricultural products, and in the relevant area of love and help farmers, it has sold 19 million catties of agricultural products.

In the view of the industry, in the past, the village leaders were more direct seeding to promote the agricultural products. Now, the live broadcast of the county magistrate and mayor Za is a new phenomenon after the outbreak of the epidemic, so that there will be a gathering effect in the short term: first, credibility, and endorsement for the quality of agricultural products; secondly, we should not just look at the current sales of agricultural products, and solve the problem of farmers' difficulties at the moment. "To promote brand promotion for agricultural products in a region.

Building a new agricultural ecosystem

In the era of electricity supplier convergence, the new mode of direct seeding helps farmers become the key point of differential competition among platforms.

Data show that since February 16th, a lot of support has been accumulated to support more than 8000 households, and more than 130 shops have been opened and operated. In recent weeks, the average number of single shop orders has reached 7600 or more by means of traffic support, special subsidies and city magistrate direct seeding.

Helping farmers to sell unsalable agricultural products is only the first step. "A lot of efforts will help to build up a long-term mechanism for agricultural commodities to go up," Dirac, vice president of the new agricultural and Rural Research Institute, told reporters in twenty-first Century economic report. "Direct seeding to help farmers" has become a long-term strategic project for many agricultural categories. In the future, a lot of products will continue to cooperate with the government in the major agricultural products producing areas of the whole country, with the help of the direct broadcast of county magistrate, the regiment of ten thousand people, the direct production of producing areas, and so on, to help the agricultural products network go up everywhere and create a new brand of agriculture.

It is understood that after the Dangshan "agricultural production and marketing docking" activities, the county government will organize local pear crisp pears, pear paste, pear wine, pear juice and other pear processing, brand enterprises to set up flagship stores in many more platforms, expand the Dangshan pear product lineage. At the same time, the two sides will work together to train "new farmers" who know both the electricity supplier and the organization of planting and production, and form the composite Dangshan pear pear line ascending matrix.

At the same time, a lot of products will also combine platform agriculture big data system, based on the dynamic demand of platform consumers, and provide suggestions for Dangshan pear sales and planting. Shouguang in Shandong launched the first online open class of "epidemic prevention and help agriculture" many days ago. Shouguang, Shandong, is the largest vegetable production base in the country. Shouguang vegetables is one of the national collective marks of geographical indications. At the local level, a total of more than 2200 agriculture related enterprises sent representatives to participate in training, learning how to sell vegetables on the mobile Internet.

In addition, in order to fully assist Guangdong Xuwen county to build and improve the network access to agricultural products, in addition to helping local network sales, many training teams will be stationed in the future, including core lecturers, business backbone and agricultural experts from dodo University.

According to the data collected from many aspects, the turnover of agricultural products in 2019 reached 136 billion 400 million yuan, becoming the largest platform for agricultural products in China. Electronic commerce live with goods has become a new trend of consumption, Taobao, Jingdong, fast hand, jitter and other electronic business platform and content platform have become the location of live goods.

Cao Lei, director of the e-Business Research Center, said in an interview with the twenty-first Century economic report reporter that short video and live streaming will become the mainstream of future electricity supplier development. In the past purchase experience, pictures and web pages are easy to distort, short video has been greatly improved, but live broadcasting is more visual and intuitive, and can also enhance user satisfaction.

Tang Sisi, chief media analyst at CITIC Securities Research Department, believes that the value of live broadcast of e-commerce is huge for businesses, platforms and users. Its rise is not a short-term phenomenon, but a trend of intensified competition for traffic and under the background of e-commerce content. With the active promotion of major platforms, upgrading of industrial specialization and technological innovation, the industry is expected to accelerate its sustained development.