Insert brand wings for characteristic agricultural products

Agricultural and rural farmers' problems are the fundamental issues that are related to national economy and people's livelihood. In the era of media integration, how to make local characteristics of agricultural and sideline products use the era bonus of media integration, walk out of the mountain villages, move towards the whole country, and even sell well?

In the past few years, a full -media channel platform, which is based on TV shopping, has a shopping, and has answered this question with its own successful experience.

The home has the advantages of shopping to use the advantages of all -media platforms to insert brand wings for characteristic agricultural products. While helping the rural rejuvenation, it has achieved a win -win situation for social and economic benefits.

Digging a good country,

Help the village's revitalization with the power of the media

The home shopping group is a mixed ownership company under the Guizhou Radio and Television Station. It is a national digital family shopping channel for market -oriented operations. At present, the number of members has more than 15 million members and the channel influence radiation of more than 740 million TV audiences.

In recent years, shopping has taken the initiative to integrate into the Guizhou Provincial Party Committee and the Provincial Government's rural rejuvenation strategy, give full play to the advantages of national TV shopping professional channels and modern retail e -commerce enterprises, broaden the sales channels for special agricultural products, and effectively promote the development of Guizhou's rural economy.

Since its establishment in 2008, home shopping is a new retail format for "making life more comfortable" and dedicated to multi -channel integration and development, continuously strengthening social responsibility awareness, helping to develop rural development with action, continuously excavating and selling Guizhou characteristics and good things. Essence

In 2017, there were shopping in Guizhou Shenshan, launching a series of public welfare farmers for the "Far Mountain Taste", and promoting consumers to consumers with the iconic agricultural products of Guizhou's iconic agricultural products black potato and Panzhou ham. Essence

In 2019, in order to further respond to the call of the country's poverty alleviation policy and the requirements of the "Wenjun Poverty Alleviation" action of Guizhou Province, the home has the first spirit of shopping to launch the first nationwide origin to help the farmer's live broadcast program "Good Power". The development and promotion of specialty agricultural and sideline products across the country.

Affected by factors such as the prevention and control of the epidemic, the broken supply chain, and the sluggish market demand in 2020, the sales of agricultural product sales faced unprecedented difficulties. The second season of "Good Power" was launched from Guizhou in the second season, with the theme of "great country good things -help poverty alleviation" and opened it. During the epidemic period, the first large online large -scale agricultural poverty alleviation project was achieved, and the agricultural effect was achieved.

From 2019 to 2021, the footprints of "Good Nations" are spread all over the country, walking through the outstanding Guizhou, watching Yunnan in the spring of the four seasons, experienced the colorful and splendid Jiangnan, appreciated Sichuan in Bashan Shushui, and felt the enthusiasm like fire. In Xinjiang, "Guizhou goods out of the mountains", "Yunpin out of Yunnan", "splendid Jiangnan", "Sichuan goods out of Sichuan" and "Chu Xinjiang" and other theme series activities. In the past few years, it has helped the sales of specialty agricultural and sideline products of hundreds of millions of yuan.

With the footsteps of "Good Power" traveled through the motherland, there are shopping in the family, and the concept of "derived from deep mountains, mountains and all things", and created the "photosynthetic fresh product" brand. , Recommend high -quality products with green, natural organic, and rich nutritional value to consumers across the country.

In 2021, relying on the help of Guizhou's pear industry in the process of rural revitalization, he won the title of "TV landmark" (2021) China TV and Internet audiovisual strength.

Inject media value,

Create local high -end agricultural brands

Spirit pear is a precious wild resources unique to the Yunnan -Guizhou Plateau. It is rich in nutrition and has a lot of effects.

During the Kangxi reign of the Qing Dynasty, the "Qianshu" described in the history of Guizhou recorded: "Steamed pear wild, sweet and sour, food can be relieved, staining its juice and honey, can be used as an paste." Known as the "King of Natural Vitamin C".

Guizhou was the earliest province to develop and use thorns resources, but once a time, such a good product in the fruit was known because few people outside the province knew that no one had been asking for a long time. Now, the characteristic agricultural products of "Guizhou Strang" have become local public brands.

In 2021, the planting area of ​​thorn pear in Guizhou reached 2.1 million mu, and the output value was 11.1 billion yuan, and it became a 10 billion -level characteristic industry.

From the niche fruit that is "born in the mountains" to the popular brand of marketing nationwide, the development of Guizhou thorn pear cannot be separated from the efforts of shopping.

Since 2018, in order to cooperate with the implementation of the rural revitalization strategy, home shopping has begun to use its own platform to recommend the Guizhou thorn products to consumers nationwide.

At present, there are shopping bases and a complete production chain system at home. With marketing channels and research and development technology advantages, it has formed an integrated platform for industry, university and research.

In Xinzhai Village, Daxi Town, Dafi County, Guizhou Province, and Dingxin Township, Dingxin Township and Baobao Township, Daisong County, Guizhou Province, there are about 6,300 acres of shopping at home. Sting the pear economy.

At home, the cultural industrial park located in the Guiyang High -tech Development Zone was based on a one -stop industry chain of "training -practice -job".

At the same time, it is widely absorbing the cooperation of sales channels to provide support for the selection of products and live broadcasts of product selection and origin.

With the advantages of its own media, the home has built a whole media to help the new retail ecosystem of agriculture, and integrate new industrialization, agricultural modernization, and tourism industrialization into the pear industry, and deeply dig the added value of the pear industry. This allows home shopping to become a lively sample that helps Guizhou's poverty alleviation and rural rejuvenation. Improve quality standards,

Multiple booster industrial high -quality development

At present, home shopping has further explored and extended the thorns's entire industrial chain, creating a special brand of Guizhou thorn pear with higher quality standards.

On July 21, guided by the Office of the Propaganda Department of the Guizhou Provincial Party Committee, the Guizhou Provincial Party Committee's Network Security and Informatization Committee Office, hosted by Guizhou Radio and Television, Guizhou Radio and Television Media Group, and hosted by the shopping group, the high -quality development of the pear industry in Guizhou The Seminar Summit and the Establishment of Guizhou Standard National Standard High -end Forum "was held in Guiyang.

At this summit, the initial ceremony of the photosynthesis of the photosynthesis of the photosynthetic fresh product of the shopping group and the Beijing Tongrentang, the first launching ceremony of the original liquid, was particularly noticeable.

In 2021, the launch of the "Photo Fresh Fresh" series of brands allowed home shopping to achieve the upgrade from channel dealers to brands. The cooperation between shopping and Beijing Tongrentang, which has more vividly interpreted the cooperation model of "Eastern Enterprises+Guizhou Resources", "Eastern Market+Guizhou Products", "Eastern Headquarters+Guizhou Base", "Eastern R & D+Made in Guizhou" in East and West Poverty Alleviation Cooperation. The new format is collided, the new kinetic energy is generated, and the unlimited potential of win -win cooperation is released.

At the same time, the cooperation with Beijing Tongrentang also inspected and demonstrated the effectiveness of shopping quality control. Jinwei C assault pear original liquid is a pear product that implements standards for the implementation of GSP drugs in Beijing Tongrentang, and is also the only thorn product sold in the national physical store of Tongrentang, Beijing.

Focusing on the high -quality development of Guizhou's pear industry, the person in charge of shopping at home said that the first step is to build a platform for enterprise development, implement the strategy of Guizhou thorn brand, and accelerate the construction of high -quality development system; the second step is to establish a variety test field, which Carry out high -tech training for planting and technology to develop new products; the third step is to revitalize the rural rejuvenation of Guizhou Province. Through joint government departments to jointly support the industrial chain resources, help the pear industry high -quality development.

In the future, shops will be available for local and corporate agricultural technical backbones, new agricultural business entities and entrepreneurs to build a comprehensive production and sales channel and diversified development of sales channels to promote coordinated incubation and integration of production and sales.

These measures face the problems of the current quality of the pear industry, the severe homogeneity, the severe homogeneity, the narrow sales scope, and the insufficient talent and talents, which reflect the strategic pattern of the monk's pragmatic and stable shopping.

Small thorn pears, leveraging the characteristic agricultural market; creating a good country of great powers, showing the unchanged intentions of serving the revitalization of the countryside. Along the way, there is a new model of shopping in a media resources, practicing social mission, and innovation and innovation. With the help of all -media platforms, Guizhou Assassin has also become a happy fruit leading the masses to a better life.

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