Hot and sour powder, hemp pepper chicken, rose pure dew, Xinxiang consumer goods surfing national live online sales track

[Dahecai Cube News] (Reporter Yang Xiao Li Yan Intern Wang Mandiwen Reporter Ma Tengfei Photography) The first "Enjoy Yupin" live entrepreneurial competition in Henan Province was fully opened.

The competition not only has a million, tens of millions of popular masters and grassroots anchors participating in, but also has a densely entered Henan new goods that can make Henan people's eyes. By this competition, Dahe Cai Cube visited various consumer goods industries in the province to explore the changes of the manufacturing, Henan creation, and Henan agricultural products under the "big live broadcast" era. Business philosophy and practical experience.

On August 11, Dahecai Cube interviewed the team's first station to arrive in Xinxiang, visited the largest hot and sour powder agency factory in China, and visited the "Uncle Post Uncle Post" who drove housewives in various provinces to fall in love with Henan's agricultural goods, understand and amused. Rose farmers who decorate the foot of Taihang Mountain with 10,000 acres of flowers fields.

The sweet potato industry drives the rise of hot and sour powder giants

September perfusion transaction scale is close to 400 million yuan

Hot and sour powder is an authentic Sichuan meal, but more than 80%of the nation's convenient hot and sour powder is "made of Henan".

In various live broadcast e -commerce platforms, anchors with different accents, people, and fans every day are rendering different selling points for the convenient hot and sour powder of thousands of brands, and the shipments are huge. However, they are likely to come from some Henan manufacturers.

Henan September Tiantian Food Co., Ltd. (hereinafter referred to as September), which is in Hui County, Xinxiang, is one of the earliest explorers who develop convenient sour hot and sour powder in China. This start -up company has only a legendary company for only 5 years.

For example, its founder Wang Xiaoyi started a building materials business in his early years, but he accidentally stepped into the food industry because of helping the local folks selling powder bars, and then created the full -scale industry chain: from large -scale planting to deep processing, from the powder of convenient food The materials are all available to all kinds of bags; for example, convenient hot and sour powder is the ability to learn September, but now it is already a foundry factory in China. Essence

"September Tianxue's hot and sour powder is to solve the problem of local potato agricultural products. In reality, the sales of traditional agricultural goods such as noodles and powder in the terminal market have continued to shrink, forcing the company to solve the new product carrier." Sales Director Ma Cai still remembers that in 2018, the company created the first batch of convenient hot and sour powder to the Chengdu Spring Sugar and Wine Club. At that time, although there were very few convenient hot and sour noodles in the market, and buyers had a lot of freshness, they still had more doubts about the "Henan Food Enterprise Sichuan Sour Sour Powder". What's more troublesome is that Henan consumers' awareness and acceptance of hot and sour powder are still in their original state.

The transfer of September Tian was sent by the earliest batch of goods in China.

In 2019, the earliest foundry received from September day comes from domestic anchors. Internet celebrity brands such as "Little Stone" and "Fan Siqi" are produced by it. At that time, "being a supplier for anchors" seemed to be "reliable" to any food manufacturer. However, the order of this order has a high real value for the investment and employment costs of amortized equipment in September.

Since then, the anchors of cargo in all parts of China have come to invite its foundry to confirm the correctness of its previous decisions. In 2020, convenient hot and sour powder became a large single product for the phenomenon of the live e -commerce market. Immediately, the well -known brands such as Xiaolongkan, Mr. Li, Youchen, Yurun, I got, Bai Xiang and other well -known brands flocked. Just last month, Guangxi anchor Fan Xiaohui brought new orders to September Tian, ​​and September Tian's operation was booming.

For the control of the live broadcast e -commerce platform, September Tian Tian has a deeper plan this year.

Ma Cai said that in the live e -commerce market, convenient sour hot sour powder is in the key cycle of competition for domestic head brands. The price of inferior currency removal of good coins was full of smoke, and the manufacturing cost of "9.9 yuan and 6 boxes of free shipping" broke through the normal enterprise, and formed a situation of killing all brands. Not only that, the domestic anchor group's demand for the interests of cargo to take goods is becoming stronger, which makes it difficult for most foodies to be tolerated.

In order to rush out the trap of vicious competition, September chose to reconstruct its own marketing system.

According to Ma Cai, this year, September, in September, opened a comprehensive infrastructure in the live broadcasting business marketing business sector, and set up a live broadcast base in Shenzhen, Zhengzhou, Huixian County, three places. The initiative of brand marketing; on the other hand, the first batch of factory buildings of the Tianpei Village Industrial Park in September will be delivered at the end of the year, covering an area of ​​2,000 acres. After the completion of the industrial park, it can further enhance the scale and intensive industrialization and intensify, and achieve the one -stop development, production, and sales of sweet potatoes from breeding, planting, and collection.

"The competition in the live e -commerce market is becoming more and more fierce, but September Tian Tian is very confident in its comprehensive endowment." Ma Cai said that any emerging market needs to be purified by competition from chaos to pattern.

In September, September, doing products and serving services, let consumers recognize what is Henan good goods, and continuously increase the repurchase rate.

Xinxiang Postal self -built "Agricultural Museum"

Postal Uncle Live with the goods is better than the younger sister

A 50 -year -old postal uncle Duan sat in front of the mobile phone screen and introduced local agricultural products to talk about it. For example, there are several families, and the young lady who can't stop it!

This is the "legend" left by Xinxiang Post IP in the live broadcast industry of Agricultural Products in Henan.

On August 12, a reporter from Dahecai Cube visited Xinxiang Postal Building Live Center with three intuitive feelings: First, the selection warehouse here brings together hundreds of special agricultural products in each county (district). "Knowledge"; Second, the hardware facilities of the live broadcast center are quite professional, and there are even live broadcast rooms in the kitchen scene. Third, the self -broadcasting team system is complete. The anchor is a postal employee who is shot out of the work. Interestingly, here, the younger sister is a pioneering broadcast, and the uncle is the main coffee. In fact, this is not the first time that Xinxiang Post has been out.

In 2020, Xinxiang Post was equipped with more than 200 local agricultural product manufacturers and agricultural cooperatives to start live broadcast and cargo practice. It has formed nearly 30 people's self -a broadcasting teams. The total number of fans formed by Xinxiang Postal Live Account matrix has exceeded one million.

In 2021, there were 55 agricultural products sold for 10,000 orders, and the annual transaction volume was nearly 35 million yuan.

Why can Xinxiang Post sell agricultural goods well?

Zhang Guocai, the person in charge of the company's live broadcast team, said that unlike the main body of general social operations, the post is responsible for a number of national mission such as "helping the three farmers" and "serving the rural revitalization". At present, Xinxiang Post has comprehensively promoted the construction of a third -level logistics system, and further achieves services at the county, townships, and villages. The live e -commerce business is one of the important starting points in the construction of the tertiary logistics system. It helps SMEs and agricultural cooperatives to solve the realization of product realization and sales problems with actual actions, and drive more people's cognition and acceptance of postal services , Thus helping the agricultural economy's innovation and development and the implementation of the strategy of revitalizing the countryside.

At the same time, it is because of most of the agricultural goods sold in the live broadcast room, so the uncle in Xinxiang Post anchor group is more popular than the younger sister.

Zhang Guocai said that this phenomenon has also made the team unpredictable. Deciding user data portraits, they found that female consumers aged 31 to 40 are hardcore fans. They are willing to try different specialty food or geographical logo agricultural goods. Therefore, compared to the little girl who lacks life experience, the uncle who has been gathered in the years looks more reliable and can be favored by female consumers. Last year, Xinxiang Post Live Broadcasting Team created the "Uncle" three groups. There are exquisite food enthusiasts Lao Zhang, a thick postal employee Hua, and the postal "old cadre" Xie. Except for the differences in personal style, these three uncles have rich life experience. "It's not delicious, the elder brother chews the product first ..."

In order to achieve the goal of live broadcasting this year, what strategy does Xinxiang Post have?

Zhang Guocai believes that live broadcast and bringing goods is a new attempt for Xinxiang Post to assist farmers' services, and it has achieved certain results. On this new track, around the strategy of serving the rural revitalization, Xinxiang Post has a lot of work to do. "In the past, consumers came to the show, and most of them saw the word post in the live broadcast room as an endorsement. In the future, we must adhere to the original intention of helping workers and farmers, to benefit the people, and further enhance the professionalism, self -driving force and actual combat power of the team. The postal live broadcast platform helps the rural revitalization strategy to land, so that consumers, farmers, cooperatives, agricultural enterprises and local governments are satisfied and achieved a win -win situation. Only by doing this can it hopes to go on the road to live broadcast. it is good."

10,000 acres of rose fields under Taihang Mountain

"Sister Rose" was pushed to the live track by the Internet

The fame of the rose of Huixian City is not in the social field, in her rose field and e -commerce live room.

The founder of Xinxiang Huazhi Biotechnology Co., Ltd. (hereinafter referred to as Hua Zhimei) was named Zhang Baorui. The live broadcast room created by the post -70s female farmer set up "grounding" and real: "The rose field under Taihang Mountain is our family. The planting is me, the processing is me, the customer service is me, the flowers of the flowers, the rose powder zero added added added ""

For ten years, Zhang Baorui has changed three identities: at first it was a Chinese medicine material business, and then it was Hua Nong+Pharmaceuticals. Now it is the "Sister Rose" of Hua Nong+Pharmaceuticals+Featured Agricultural Products. Zhang Baorui said that she had no ambitions to operate business. She was pushed by the Internet and completed the switching of the role of life.

Zhang Baorui was born in the Chinese medicine family in Hongzhou Township. This place is at the foothills of Taihang Mountain, which is an important Chinese medicine planting belt in Henan. Zhang Baorui's home camp flower medicinal materials, processing and acquisition of flowers, such as Huaiju, peach blossoms, pear blossoms, osmanthus blossoms, Huaihua flowers, etc. are sold to the medicinal material market. Today, the heavy -petal red roses of the family are one of them.

Why plant a double -petal red rose?

Zhang Baorui said that in 2010, the heavy -petal red rose was included in the Chinese Pharmacopoeia by relevant national departments, marking that it was officially recognized by the same source of food and medicine. Since then, the price of the medicine has soared at the source, and the increase in a sudden cost makes it difficult for small and medium -sized pharmacists like her.

But this inspired her idea of ​​planting the field.

She said that in 2000, the family had discussed the self -planted herbal medicine, but at that time, no family members had raised fields and land circulation conditions were immature and could only be stopped. In 2013, when the acquisition of medicinal materials raw materials entered the bottleneck, Zhang Baorui's family rented a wasteland in the south Lao Forest Farm of Da Liuzhuang Village, and the raw materials were self -sufficient, which opened the legendary road of Zhang Baorui.

What is the Internet for Zhang Baorui?

First, Yaotian becomes a net red scenic spot. In 2016, Zhang Baori's rose field planting scale was several hundred acres. After being discovered by the tourists, Huatian became a famous Internet celebrity photo point in the circle of friends. Since then, every time the flowers are in the opening season, the narrow village roads in Da Liuzhuang Village will be blocked. Zhang Baorui simply changed the Yaotian into a scenic spot. This was the origin of the Huarui Wan -acre rose garden. She became an investor in the scenic spot. Second, the medicinal materials have been approved by flowers. Rose field changes in net red punching points, not only attracted tourists, but also cosmetics companies, beauty salons and other buyers. They guided Zhang Baorui to turn the medicinal materials to flowers to process flowers and dew and essential oil for their foundry roses. This was unexpectedly discovered by the flower appreciation. After a wave of friends' circle was pushed, the rose pure dew and essential oils became local souvenirs.

"Extracting pure dew and essential oil from roses is to steam the petals on the cage drawer, and then extract water and oil from the distilled solution." Zhang Baorui said that 6 years ago, she was processed by the flower field. : "What is this? What can you do? What did you sell?" She never sold it, and replied embarrassingly: "Rose pure dew can be eaten and medicinal." The request of the flower appreciation, Zhang Baorui used mineral water bottle irrigation A bottle of pure dew, sold at low prices.

Since then, there are more and more people looking for Zhang Baorui to buy rose pure dew, and the live broadcasts of all walks of life have also brought to discuss the supply, which made her understand that "city people" love to use toner. The Internet celebrity anchors such as "fresh roses, pure natural, zero -added, and hand -made" layers of packaging made Zhang Baorui open. But at the same time, the loss of profits also made her the idea of ​​doing live broadcast. With the idea of ​​"not doing low -profit suppliers", Zhang Baorui opened the road of live broadcast and cargo.

Since last year, Zhang Baorui has built a live broadcast team to create a official account of Huazhi Mei on the live e -commerce platform. Zhang Baorui said that from making medicinal materials to planting flowers, brands, and anchor, although several cross -border transformations have challenges and bitterness, they live realistic and practical. If you do n’t have the amount of goods on the Internet, you will take it slowly to keep this finely cultivated flower field, and you will keep Huasuri's foundation of “smooth sailing” in the e -commerce market.

Henan Province ’s first“ Enjoy Yupin ”live broadcast entrepreneurial competition was held from August 4th to September 20th. Do not charge any fees for registration.

Product registration form:

Player registration form:

Responsible editor: Gao Shuai | Review: Li Zhen | Director: Wan Junwei

- END -