Decoding Alibaba to help Yongshun Rural Revitalization "Sale": What do you sell and sell for good prices?

China Well -off News reporter Zheng Liang at the Yongshun Baba Farm Pepper Festival recently held by Alibaba's "Fan Si Uncle" brand of "Fan Si" brand of "Finding Farly Beauty" public welfare design team has become a best -selling product of Internet celebrities, 3 days Time sells 15,000 cans, consumes a total of 12,400 pounds of pepper raw materials, and 47,000 pounds of fresh radish, which drives 150 local farmers to increase their income.

"Selling high -quality products, selling good prices, driving industrial development and making people get rich. This is an important part of the Alibaba Public Welfare Project." As an assistant commissioner in Alibaba Rural Revitalization and Assistant to Yongshun County, Liu Han told " "Xiaokang" reporter, since the launch of the Yongshun Rural Revitalization Project in June 2021, Alibaba has given full play to the advantages of talents, technology, and platforms to use Internet thinking and digital means to help Yong By economic development and expand the path of rejuvenation in rural areas.

What does it sell? High -quality agricultural products and tourism products are selling points

"The rural rejuvenation is first of all industrial revitalization. Which industries of Yongshun are advantageous industries, which industries have obvious effects, which industries can better combine with the Alibaba platform? Only these issues can be found to find the power." Liu Han said that while digging the advantages of local resources, Alibaba also helped make up for shortcomings to enhance industrial development potential.

Yongshun is a large agricultural county. The county has built 1.32 million mu of agricultural characteristic industries such as kiwi, berry tea, citrus, and pepper. Taking kiwi planting as an example, Yongshun is located in the hinterland of Wuling Mountain, located 30 degrees north latitude. It is a rare microbial fermentation belt in the country, soil selenium -rich belt, and linolen belt in plant community. Essence The content of Yongshun kiwi VC is as high as 108-217mg/100g, and the selenium content is abundant. It is known as "green beautician". In April 2020, "Yongshun Kiwi" was protected by the national agricultural product geographical indication. At present, the county's kiwi planting area is 110,000 mu, and the annual output is 120,000 tons. Berry tea is also a economic crop of Yongshun. After a number of authoritative institutions such as the Chinese Academy of Agricultural Sciences, Yongshun Berry Tea contains 17 amino acids and 14 trace elements necessary for the human body. The content of wild plants, especially high -active flavonoids (total flavonoids) exceeds 8%.

In order to expand the industrial advantages and improve the output and quality of agricultural products, Ali Public Welfare tailored the industrial informationization system of Yongshun National Modern Agricultural Industrial Park for Yongshun. The system is based on Laosheng Kiwi Planting Base as the core to create 25 smart agricultural planting demonstration bases to improve the management quality of agricultural industrial park planting bases. The system includes the Smart Agricultural Industrial Park Command Dispatching Center, the smart agricultural comprehensive application management platform, smart agricultural data management platform, smart agricultural hardware equipment and other modules. Quality development provides big data support.

The cultural tourism industry is also one of the pillar industries of Yongshun. Yongshun is both an ecological county and a ethnic county. Natural resources and humanities are very rich. There are old Sicheng, a world cultural heritage characteristics characterized by history and culture, Furong Town, a famous historical and cultural town in China; a Mengdong River drifting with natural landscapes, and a national forest park in Fujimen; The old site of the Echuan and Guizhou Revolution; Shuangfeng Village, Tujia First Village with the characteristics of folk customs; there are a number of characteristics of Xizhou Copper Pillar, Yangfeng Ancient City Site, and the outdoor adventure of the Malah River. , Three -dimensional diverse tourism resources.

In order to improve the quality of the scenic spot and enhance the experience of tourists, Alibaba Cloud, Gaode Maps, and Flying Pig Travel are doing digital transformation of key scenic spots. According to Qin Zhangshun, chairman of Yongshun Tita Cultural Tourism Development Group Co., Ltd., the digital transformation of the current scenic spots such as "Lao Sicheng" and "Wanma Guizhao" has been basically completed.

How to sell? E -commerce+digital marketing

"Selling farmers' products in time is the best agricultural assistance. E -commerce can effectively open up a new link of agricultural products' direct supply and direct sales'. The online sales effect of large agricultural products is the most obvious." Liu Han introduced.

Figure: live broadcast site on the Internet

Alibaba has the largest e -commerce platform in the country, and its powerful marketing capabilities have quickly opened up the sales channels for Yongshun Agricultural Products. In September 2021, Alibaba organized centralized procurement through the Hema Market in Changsha and Chongqing through the Internet platform. Only a single product of kiwi, Yongshun sold nearly one million catties. At the same time, Alibaba opened a public welfare live broadcast on Taobao and Tmall e -commerce platforms, inviting domestic Internet celebrity anchors to endorse Yongshun products. , Live sales reached more than 2 million yuan. This year Alibaba will further expand online sales channels and continue to help Yongshun kiwi, citrus and other agricultural and sideline products.

Figure: Yongshun rookie upward origin warehouse

Alibaba also established a rookie's upward production warehouse in the modern agricultural industrial park to open up a logistics bottleneck for Yongshun agricultural and sideline products. Cainiao warehouse introduces processing equipment, build cold chain warehouses, enhance the commercialization processing and peak sales capabilities of origin, and develop and improve the functions of one -button generation, cold chain warehousing and traceability services to improve the "front store and back warehouse" model. Carry out live broadcast live broadcast to enrich new consumption scenes. At the same time, Cainiao also cooperates with the courier company to open a common distribution center, adopts the integration mode of the warehouse, equipped with an advanced automatic transportation system, an automatic storage system, and an automatic sorting system to promote digital logistics to be more inclusive. "First kilometer". How to boost the consumption of cultural tourism under the epidemic? Alibaba used digitalization to open up a new scene of scenic spots and "Yongshun Yongshun", selling Yongshun's good mountains and water and good culture to the whole country, and even the world.

Give full play to the advantages of digital platforms such as Gaode Map, Feizhu Tourism, and use text maps and small videos to push local tourist attractions and historical and culture on the homepage of the platform on the homepage of the platform. When tourists use APP to inquire about the attractions or flights in Xiangxi, they can obtain cultural tourism attractions in Yongshun County at the interface and window, and the platform will intelligently push route planning and online tourism experience. Customer source, enhance the market awareness and consumption influence of Yongshun tourism products. At the same time, introduce the live broadcast mode to create a "online platform+smart device+VR interactive terminal" cultural tourism digital interactive system, and connect all scenic spots in series. For example, after visiting the old Sicheng city, you can scan the code to view the landscape of other scenic spots and perform the landscape of other scenic spots. Event appointment and route navigation, and buy tickets online to enhance the drainage and transformation of the surrounding scenic spots; use the small program function, automatically synthesize small videos of Changyou scenic spots according to face recognition, AI beauty, automatic editing fragments, etc. VR/AR virtual presentation of the scenic area, and use ultra -high -definition drones, virtual images and other technologies to magnify the visual effects to achieve virtual immersive "cloud travel Yongshun".

Figure: VLOG Experience Area, Tusi Camp Scenic Area

Liu Han said that Alibaba uses digital technology to increase the construction and announcement of scenic spots, focusing on layout of smart tourism, cultural tourism product design, creation and festival marketing.

Sell ​​a good price! Brand design improvement gold content

From "Junjie" to "Fan Si", a 20 -year pepper processing factory has created its own new e -commerce brand, which is the help of Alibaba rural revitalization and "looking for a good" public welfare design team.

Figure: Reduced "Fan Si" brand image

Wang Yixue, the person in charge of the brand of "Fan Si", said that the brand used by the company was called "Junjie". Although the product quality and taste were good in the industry, the brand has not been able to start the brand and the sales cannot go up. Product packaging old sets, unclear product positioning, and lack of brand culture.

After careful investigation, Alibaba's "Finding the Beautiful" public welfare team decided to re -build the brand and renamed "Jun Jie" to "Fan Si", from product packaging to specifications, brand stories to consumer positioning, product selling points to taste, and even even Tmall store decoration style is newly designed. In March 2022, the "Fan Si" brand was officially launched. The consumer population was locked as "post -90s" and "post -00s" young users.

The brand improvement awakened the market value, which is also the online live broadcast. In 2021, the "Junjie" old packaging radish bar sold only more than 4,000 orders. After the new "Fan Si Shu" brand was launched this year More than 30,000 orders, of which 75%of young consumers aged 18-35, consumer cities are mainly first- and second-tier cities. Today, the "Fan Si" brand has become a million items and is committed to becoming millions of items.

In the past, peppers produced by farmers in Yongshun County were mainly sold under local offline. Today, farmers do not need to go out of the village, and they can directly sell the pepper to "Fan Si" to get a lot of benefits. Driven by "Fan Si", the area of ​​local pepper planting has gradually expanded, and the radiation has driven more than 20,000 local planting farmers, a total of 54,000.

"'From 0 to 1' to build a county agricultural product brand. This is an ace of Alibaba's combination of the county's industrial characteristics and tapping the sales of high -quality agricultural products for e -commerce." Liu Han said that the brand's empowerment of the industry's prosperity is immediate. Now, Ali, Ali Baba has also raised the brand's empowerment to the entire county area, and is designing a regional public brand that belongs to Yongshun.

Regional public brands are still responsible for Alibaba's "looking for the Beautiful" public welfare team, which is designed to integrate elements such as Yongshun Culture, History, and Industry. The person in charge of the project, Pan Tuo, told reporters that the team always adheres to the concept of "the more the rural areas, the more beautiful", and incorporate the authentic Xiangxi elements into the design, such as combining the characteristics of the Tujia family brocade on the brocade pattern characteristics to the characteristics In the font design of Yongshun LOGO, Yongshun's custom tradition is drawn to the new packaging of local agricultural special products, and the scenery of Furong Town and Laosheng City will be made into multi -form cultural and creative products. The overall Yongshun design scheme covers multiple sections such as regional logos, county mascots, agricultural product packaging, cultural and creative peripherals, and rural demonstrations.

"In the future, Yongshun will promote the unified regional brand vision in the county. It is believed that driven by brand power, the gold content of Yongshun Industry can be greatly improved." Liu Han is full of expectations for Yongshun's rural revitalization cause.

Combined with the need for the county in the county of Ali, it is really helpful to invest in solid investment, creating more self -hematopoietic ability for the county, and helping the implementation of the country's rural revitalization strategy. This is the original intention of Alibaba to launch a public welfare project.It is reported that in May 2021, Alibaba officially upgraded the "Alibaba Poverty Alleviation Fund" to the "Alibaba Rural Revitalization Fund". At present, 22 senior employees have served as "rural rejuvenation agents" to 22 underdeveloped counties across the country to surround the industry and surround the industry.Revitalization, talent revitalization, and scientific and technological revitalization, explore the "Internet+Rural Revitalization" model that can be sustainable, participated and borrowed to help local economic and social development.Edit: Peng Hui

Author: Zheng Liang

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