Luoyang's "new bud" in Luoyang in the era of big live broadcast consumption

[Dahe Daily · Dahecai Cube] (Reporter Yang Xiao Intern Yang Sawang Mandiwen Li Bo Bo Bo Bo Photography Editing Luoyang Project Coordinating Zhang Yihui) In the era of popular pets of the people, Luoyang consumer goods are accelerating with new channels.

On September 10, the first "Enjoy Yupin" live entrepreneurial contest in Henan Province was successfully concluded, and the awards ceremony was fully ended. Since the start of the game, the Luoyang square formation consisting of nearly a hundred companies is quite shocking on the field. Various consumer goods manufacturers, cultural and creative institutions, food companies, agricultural enterprises, scenic spots, MCN institutions, etc. The live e -commerce platform has become an interesting scenery.

The Tang Dynasty culture and the peony economy are the proud resource endowment and cultural connotation of consumer goods in Luoyang. In the era of large live broadcast consumption, what kind of Luoyang cargo is selling well on the live broadcast platform. How is Luoyang business and enterprise's control of new channels? The reporter of the Dahe Daily · Dahecai found out in Luoyang.

Trial and error "live e -commerce+big item"

Genji Shaozhuang led the team into Chinese spicy strips TOP10

Ten years ago, the spicy strips were well -known "Mom Seeing" in the country. Today's spicy strips are one of the Chinese snack masterpieces that conquered the taste buds of people around the world.

In recent years, spicy strips have generated thick branches in the domestic food manufacturing industry, and they have played a strong pattern of "Hunan VS Henan" in its rivers and lakes. In addition to "carrying the handle" Luohe Weilong, Luoyang Yuan's Food Co., Ltd. (hereinafter referred to as Luoyang Yuanshi) also frequently brought the list in TOP10.

This 12 -year -old Hong Kong -funded enterprise has many incredible in the outside world: for example, under the "crown" of the Luohe Weilong industry, Luoyang Yuanshi solved differentiated survival; ", Luoyang Yuanshi has doubled output value in 4 years; for example, Luoyang Yuanshi turned the factory workshop into a 24 -hour live room and opened to the public in real time on its official website.

Tan Mingjian is the general manager of Luoyang Yuan's. Twelve years ago, when his mother and partner went to Henan to build a food factory, he was still a middle school student. In 2017, Tan Mingjian, who returned from studying abroad, came to Luoyang Genji to do two things: launching soybean products and spicy films to build a self -operated e -commerce system.

Tan Ming insisted that 4 years ago, Luoyang Genji discovered the prototype of large spicy films in the Northeast market. After the introduction and re -packaging and setting, it generated the main line of soybean products. In that year, the domestic market was the main position of noodle -made spicy products. Genji achieved differentiation in the fierce competition of the industry with this new product, and received many market orders.

According to data, as of October 2021, there were 2,386 hot -related enterprises in China. Among them, 680 were newly increased in 2020 alone, an increase of 30.02%year -on -year. This is the most new year for the newly added enterprises in the past 10 years. And this clearly reflects the competitive intensity of the domestic spicy bars during the reckless period. At the same time, the brands that can break into the domestic TOP10 must have the director.

However, compared to the super large items, Tan Mingjian, the post -95s, cares about sales channels and user groups. In the past four years, Luoyang Genji's core infrastructure project was to build an e -commerce operation system. Today, the team has exceeded a hundred people, including live broadcast online sales, cross -border e -commerce, and short video originals.

Looking at Henan's food manufacturing, Luoyang Yuan's e -commerce team may have less shoulders. But at the same time, this also means that the difficulty and labor cost of its team are at a high level.

Tan Mingjian did not deny this. He said that Luoyang Yuanshi not only "hollowed out" Yiyang County, his team 9 % of talents came from other places. The competition in the domestic snack manufacturing industry is too cruel. Genji is difficult to find outstanding e -commercers, and it is more difficult to retain talents. He will not let go of all opportunities to find talents.

"Genji's products are facing young customers. It is necessary to keep up with the changes in the demand for the product itself, purchase channels and services." It is Tan Mingjian's persistence for 4 years, Luoyang Yuan's "long" has made a new self -control distribution channel, In 2021, the online sales scale was nearly 100 million yuan, of which 65%of them came from the live e -commerce channel. This not only successfully carried the pressure of offline sales of the epidemic cycle, but also achieved the annual scale of the company's annual operation compared with 2018.

What is the next goal of Luoyang Genji?

Tan Mingjian plans to continue to strengthen the e -commerce team, including cross -border e -commerce business, which makes its online sales scale exceeding offline. With a strong new channel and a new team, Tan Mingjian has more considerations and considerations to continue to cultivate soybean spicy food and Hunan cuisine prefabricated dishes. It seems that his self -psychological construction is also very interesting to many people: "Henan people do not lose Hunan people, then try Hunan cuisine (prefabricated dishes).

Luoyang merchant live broadcast change

"Millennium Emperor's Capital, Peony Flower City" is the clear value label of Luoyang in China.

The Luoyang Peony Culture Festival in the spring is a hot option when the local people and foreign tourists are particularly enthusiastic. It is a masterpiece of Luoyang Wanjingxiang Peony Industry Group Co., Ltd. (hereinafter referred to as Wan Jingxiang).

In 2009, the company's chairman Ma Wanyong made a business transformation from the early liquor distribution of liquor, opened Luoyang specialty stores to build Wanjingxiang, and gradually opened up the peony food manufacturing end and planting end, and then became the leading domestic peony planting demonstration park. Processing the entire industry chain.

"The peony flower cake master Cheng Yunnan rose flower cake, but it is a lot of effort to make peony flowers into cakes." Ma Wanyong introduced that although there are thousands of colorful peony, the edible varieties are only white peony. Every year, the peony flower period is only two weeks of picking cycles at the end of April. This means that supporting flower cake products must challenge the planting scale of white peony, standardized picking, collection, storage, fresh -keeping, etc., and the difficulty factor is higher than roses.

In the past three years, Wan Jingxiang had forced to think of product innovation direction and sales channel change. In March of this year, Luoyang announced that the 40th China Luoyang Peony Culture Festival was postponed to 2023. Lack of offline flower shows to support, the impact of the local peony industry's harvest of the local peony industry was clear and intuitive.

"Peony should not only be in Luoyang. Seeking a new MCN institution cooperation and opening up the live broadcasting e -commerce platform is the direction of the peony industry's choice under normalization of the epidemic." This is Ma Wanyong's active attempt this year. Because of the cooperation between Wan Jingxiang and Dongfang, Ma Wanyong saw the appeal of the "national flower" peony series consumer goods in the domestic live consumer market.

He said that Wan Jingxiang accumulated the entire set of technical endowments and industrial scale in the peony flower cake. In the epidemic environment, Wan Jingxiang wants to solve the product iteration update, allowing the edible value of Guohua peony, the fresh aroma of peony flower cakes, relying on fresh -keeping technology, Luoyang peony offline scene, set up the distribution system, and use the live e -commerce platform to let Luoyang allow Luoyang to allow Luoyang Peony stimulates the consumption fashion of the people.

It is not just Wan Jingxiang. In the past few decades, Luoyang businessmen explored the industrial economic strategy of national flowers and peony, continued to magnify and extend their economic benefits space, and tirelessly.

Peony Ginger Jujube Tea is one of the founding works of Luoyang Caifang Pharmaceutical Technology Co., Ltd. (hereinafter referred to as Caifangge). This young company has only been founded for five years and has won many awards such as national high -tech enterprises and intangible cultural heritage protection units.

Zhang Shaobo, co -founder and general manager of the company, said that the social value of Cai Fangge is that it is trying to change the public's old consciousness of traditional Chinese medicine.

The cream is another form after the processing of Chinese medicinal materials. Compared with the well -known soup, the cream's boiling process is relatively complicated, the overall product is not large, and the daily contact is the cream and the autumn pear cream.

Zhang Shaobo introduced that Cai Fangge took the main product line of traditional Chinese medicine cream. It was seen that the country's demand for the strategy of advancing the Chinese medicine strategy on defending positive innovation was upgraded. In addition to the peony ginger jujube tea, the company has developed 17 products such as Gongying Tea Zhen, Hawthorn Six Ointment, Qiuti Paste, and Sour Jujube Cream. Most of the raw materials in the above -mentioned products come from local mining and processing, effectively driving agricultural planting cooperation in many counties in Luoyang.

Zhang Shaobo has the same desire for opening up the live consumer market channel. He believes that the live broadcast market is a window, almost moving offline stores to online. With the help of this window, it can not only convey the concept of traditional Chinese medicine culture, medicine and food homology to the vast consumer market. sex. Cai Fangge is looking forward to cooperating with MCN institutions and live e -commerce platforms.

Luoyang vs Xi'an

Tang culture artists want to use live e -commerce "grounding"

Sui and Tang dynasties VS Xi'an "Datang No Night City", two "Tang capitals" in China have been competing for competition. Original cultural consumer goods output is one of the important extension points.

"Luoyang Gifts" was born in 2016. It is the official brand of Luoyang City Ceremony, which is launched by Luoyang City Gift Research Co., Ltd. (affiliated to Luoyang Cultural Tourism Investment Group), focusing on the research and development, brand shaping and product sales of local cultural tourism products.

In the past six years, the "Luoyang Gift" has developed thousands of cultural and creative products, and its original strength and market reputation are quite good in the domestic industry. For example, the "Luocheng Impression" series 3D wooden building puzzles, museum archeological blind boxes, Tang Dynasty lady fans, etc. These cultural and creative products with strong regional characteristics have repeatedly boarded the Internet hot search, attracting a lot of attention.

However, in the epidemic environment, the "Luoyang Gift" had to think more about the road before development.

"There are fewer tourists to Luoyang, who will do the" Luoyang Gifts "consumers?" This is the long -term thinking of Li Yan, deputy general manager of "Luoyang Gift". She introduced that more than 90 % of the brand's products were sold in local scenic spots and physical stores. In the past three years, the epidemic has continued to profoundly affect the tourism industry in Luoyang, and the sales of existing products have slowed down, which will affect subsequent new product development. How to keep the "Luoyang Gift" self -made and promoting blood circulation is a challenge. Although it is not only Luoyang Cultural Tourism who is injured under the haze of the epidemic, Li Yan sees that cultural and creators such as Sanxingdui and Dunhuang in the domestic industry are reaching national consumers through various e -commerce platforms. In the past, Li Yan hoped that more consumers would visit the Luoyang Scenic Area, touch the scene, and have the desire to buy cultural and creative products. However, in the cycle of large live broadcast consumption, Li Yan felt that he could try to output cultural and creative products by live broadcast platforms to promote the promotion of Luoyang tourism in the cultural consumer market and increase "grass".

"We are optimistic about the live broadcast. The Luoyang gift needs to break the regional restrictions." Li Yan believes that "live broadcast+" can not only become a new performance growth channel, but also allow more people to understand the practical value of cultural and creative products, break the public's pair of people's pairs The prejudice of the cultural and creative product "Bidao Gao".

Also leveraging the live broadcast platform, seeking the public's awareness of Luoyang culture, as well as Luoyang Sancai Art Ceramics Co., Ltd. (hereinafter referred to as Sancai Art).

The live broadcast room of the Luoyang Sancai Art Museum is in the company's creation area. In March of this year, the company's live broadcast team was officially launched. One -third of each live broadcast was to answer the audience's "soul" three questions: Is Tang Sancai the tomb ceramic art? How many colors are there in Sancai? Is it appropriate to make non -heritage art into a teapot and plate? [Answer Detailed explanation "This is a knowledge point"]

"The inheritance and innovation of non -heritage art is not the opposite." Guo Jiaqi, deputy curator of the Luoyang Sancai Art Museum, believes that non -heritage art is protected by the country. In most cases, it does not match the current market demand. In the 1980s, Guo Aihe, the founder of Sancai Art, tried to control the three -color ceramic skills. First of all, he made murals and home decorations. His original intention was to re -entertain this art. In recent years, the most proud work of Sancai Art is the original large -scale murals for the iconic architecture of some cities, including the library of Luoyang Teachers College, multiple stations in Shanghai Metro, and Jingdezhen Ceramics University. A new cognition.

This statement is not vivid. Inheriting the non -heritage culture is not self -proclaimed. It is necessary to give full play to the spirit of craftsmanship and studying skills, but also in line with the market to integrate traditional skills into modern life.

What can the live e -commerce platform bring to Sancai Art?

Guo Jiaqi's view is to break the boundaries of time and space, let the three -color ceramics interact with a broad consumer market, and guide the public to understand the unique charm of cognitive Sancai in Chinese ceramics, so as to integrate more people's lives, buy, go to go to go Use it to stimulate the Chinese people's love for it.

[This is a knowledge point] Sancai ceramic art originated from the Han Dynasty. Its appearance is to beautify the decoration service for the altar cans in the home of the ancient people. Today, the original large and medium -sized three -color ceramics that have been seen for thousands of years can be preserved by the tombs. The three -color ceramics have been unearthed in the tombs of the wealthy tombs. teapot. As a result, the public misunderstands the art of three -color ceramic art.

The three -color ceramic art is not only yellow, brown, and green. Black, gray, and cobalt blue appear on the Sancai of the Tang Dynasty. Because the ancients regarded the "three" as the meaning of "three", three lives were called three -color for this colorful ceramics.

Luoyang Agricultural goods are rich ore

"Luoyangyuan Geng" team for live broadcast and cargo

There is no shortage of high -quality agricultural goods in Luoyang.

In the past two years, a regional agricultural product public brand called "Luoyangyuan Geng" is refreshing the public's awareness of Luoyang agricultural goods. The hot and sour powder of Ichuan selenium -rich sweet potatoes and sweet potato flour has attracted consumers' attention in the local and online markets in Luoyang.

Henan people are no stranger to public brands of regional agricultural products. Xinyang Maojian, Wenxian Iron Stick Yam, Ningling crisp pear, and Zhongmu garlic are all public brands of Henan characteristic agricultural goods. However, unlike the former, Luoyang Agricultural Fa Investment Group Co., Ltd. (hereinafter referred to as Luoyang Agricultural Investment) founded the "Luoyangyuanyuan" brand in August 2020, and no strong agricultural product was supported. At the same time, it continues to load high -quality agricultural products in each county and districts of Luoyang in an open manner. Look at the whole nation or mature precedent.

What does Luoyangyuan Gengfang bring to local agricultural products?

Sun Malin, general manager of Luoyangyuan Geng Geng Brand Operation Management Co., Ltd., introduced that the geographical conditions of the intersection of the Luoyang Mountains and Linggou determine the "multi, small, scattered" status of the local agricultural industry, and it is difficult to form a scale. Advantages. There are as many as 26 agricultural products with national geographical indications, but it is not outstanding in similar products in the province.

"Luoyang's agricultural goods lack the competitive advantage of the competition alone. Then they twist them into a rope and generate joint efforts under the same brand." Sun Malin said that this is the origin of Luoyang Agricultural Investment founding Luoyang source. It is like a "prying bar". It is necessary to leverage Luoyang's agricultural products to accelerate the promotion of commercialization, branding, and industrial standardization. In the past two years, except for rice and fresh aquatic products, this brand covers more than 2,000 agricultural products.

However, putting the products that others have made with the source farming brand must have pain points in this brand operation method: for example, a new brand enters the market, and the sales channels and scale behind the market will be the real ability to attract partners; for example, The higher the open cooperation of "Luoyang Yuanyuan" and the richer the loading category, the greater the pressure it items it has, and the "representative work" of Luoyang agricultural goods is still yet to be resolved; for example, Luoyang Agricultural Investment is a state -owned investment Sex institutions enter the brand operation from the investment community to test their team's ability to form and operation and maintenance. Sun Malin did not deny this. He believes that unlike ordinary product brands, the primary responsibility of "Luoyangyuan Geng" is to help the city's basic agricultural products solve the brand. In the initialization cycle of the brand's development, it is necessary to load more local agricultural products categories. It is both a wide range of services and a full "trial and error".

For example, in April of this year, Luoyang Agricultural Investment, which was invested by Luoyangyuan, which was invested in Yichuan County, opened and put into operation. The starting point of the project is to discover the development value of Ichuan selenium -rich sweet potatoes, which decided to incubate the entire industrial chain of the sweet potato in the local area. The production of potato foods through factories will drive local standardization and large -scale planting. When Icheon selenium -rich sweet potatoes are transformed into a convenient sour powder, potato chips or fries, etc., another development channel for Luoyang agricultural goods is opened.

"A good agricultural goods are by no means a solitary reward, but in terms of product quality, unique characteristics, value selling points, etc., constantly polishing the opportunity to adapt to mainstream consumer groups." This is the development of Sun Malin's development of "Luoyang source farming". Fang strategy.

For two years in the past, "Luoyangyuan Geng" has driven the agricultural goods such as shiitake mushrooms and potato flour to gradually open the demand for the domestic B -end market, and the annual transaction scale is close to 100 million yuan. Today, this emerging Luoyang signboard has gathered to complete the local high -quality agricultural goods, and wants to make the "flavor of Funiu Mountain" go to the national dining table. Sun Malin dredged a very grounded sip, "Luoyang agricultural has good goods, and invite the national anchors to 'bring goods'."

What is the "Chang Enjoy Yupin" live entrepreneurial competition mentioned above?

The first "Changxiang Yupin" live entrepreneurial contest competition day from Henan Province was from August 28 to September 10th, and awards ceremony was held on September 20.

The competition rely on the Douyin live broadcast platform to conduct online. The anchor of the participating anchors will sell the products in the product library during the prescribed competition time. The competition will determine the award -winning anchor and winning products based on the sales of Henan products sales, orders and cumulative number of viewers.

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

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