Zhang Jinbao, Lin County: Let the youth return to the hometown "keep" local agricultural products to "break out"

After graduating from junior high school, I went to a big city, opened an Internet cafe, run a kindergarten, and rolled all the way. After the career, I resolutely returned to the hometown to study agricultural products. Zhang Jinbao, the "80s" in Lulianglin County, Shanxi, decided to return home since 2016, and the trajectory of life has undergone tremendous changes.

There are not a few returning entrepreneurs like Zhang Jinbao. Many young people are aimed at their hometown characteristics and want to do their careers in the village's revitalization. But after returning home, how can these talents "keep" and "stable"? How can characteristic agricultural products "break out" under their operation? These are the "soul torture" faced by entrepreneurs after the practice of rural revitalization.

Complex social issues require all parties to help explore, and Tencent is also trying to give its digital assistance solution. On September 20th, the launching ceremony of the "Harvest Harvest Program" and the release of the agricultural product platform of Lingxian Lemon Choose in Linxian County was officially launched in Lingkou Ancient Town, Lintong County, Shanxi.

The "Boneless Harvest Program" Lingxian cooperation signing ceremony.

Under the guidance of the Ministry of Agriculture and Rural Affairs, Tencent Sustainable Social Value Business Department (SSV) and Tencent Advertising jointly launched the "Boneless Harvest Program" in 2021. This year, Tencent cooperates with China Social Assistance Network, Farmers Daily and local governments to rely on relying on relying on local governments. Tencent's product and technological advantages, with the help of WeChat to operate digital solutions, through full -link support such as brand innovation, talent training, content production, advertising marketing, ecological resources, etc., to enhance the digitalization of agricultural products brand, explore sustainable social value innovation, and help help The rural revitalization promotes common prosperity.

Young people who "like agriculture since childhood" decided to return home

Guo Kaijia, a young man in Linxian County, Shanxi, wears a thick glasses. He speaks slowly and likes to write poems on weekdays. He first worked in Guangdong, thinking of the fields in the family, and gradually thought of returning to the hometown to plant shiitake mushrooms. At the beginning, he built a factory building and purchased raw materials by his accounts; he couldn't afford workers, and he rely on his family on his family. In the first year, do not make money or make money; the next year has 1 million yuan in profits. In a few years, Guo Kaijia also paid off the debt of the factory building.

"I have liked agriculture since I was a child, and I always feel like I can talk to crops." With this heart, Guo Kaijia made a wonderful choice of life.

After Zhang Jinbao returned to Linxian, he had been discounted for several times. Through inspections, the small miscellaneous grain industry was still blank in the Linxian market. He established Shanxi Yantou Terminal Agricultural Technology Development Co., Ltd., mainly producing local Xiaomi and miscellaneous grains.

Go out to learn the ability and come back to realize your dreams. In recent years, returning entrepreneurs like Zhang Jinbao and Guo Kaijia have continued to increase. Official data show that in 2020, various types of entrepreneurial innovation personnel in the country have reached 10.1 million, a year -on -year increase of 19%.

Some scholars have pointed out that returning home and entrepreneurship can drive the prosperity of rural industries and employment in the local area, drive farmers to increase their income, and increase the degree of rural civilization. But there are also young people who have worrieds and cannot take the first step to return home.

"What is lacking now is talents. As long as college students can participate in our career, I can give high salaries to help them create a new world on the road of village entrepreneurship." Zhang Jinbao looked forward to more people to join.

One cavity is hot, the entrepreneurial road stumbles

Returning from the city, with agricultural products as the track, Guo Kaijia and Zhang Jinbao opened their journey of "small town entrepreneurs". Like all entrepreneurship, this entrepreneurial road is full of ditch.

Take Guo Kaijia, for example, the sales of shiitake mushrooms are mainly acquired by the merchant. It is a new blueprint for Guo Kaijia.

Zhang Jinbao adopted the model of the company+cooperative+farmers, which can not only drive the villagers' employment, but also drive the development of surrounding townships. As a "new farmer", the use of "new farm tools" is indispensable. Zhang Jinbao feels that using the digital platform to develop agricultural products is a major trend in the future. He is also preparing to make efforts in this regard, but "because there is no team, I don’t know how to create Xiaomi's influence online, so online sales only account for 10% of 10%. about."

On September 20th, the theme of "Breakthrough, Town Entrepreneur!" At the theme of the launching ceremony, it was the story of the young people who returned home to "break" and "innovation".

In the live interview on the day of the event, there were Lin County entrepreneurial youth "complaining": currently selling jujube specialty through short video, but "there are many accounts of the same type, and there are many jujube. It is difficult for me to break through the current stage. Gets have always been thinking about how to increase the repurchase rate. "

Behind these issues reflects the problem of upgrading and production and sales of agricultural product brands, and this is always the pain points and focus of rural revitalization. Moreover, the lack of talents, the lack of connection with the cultural value behind the product, and the fact that it has not created a private domain traffic ... also limited the development of entrepreneurs and the "out of the circle" of agricultural products.

The unveiling ceremony of the "Harvesting and helping farmers to create a base".

Production and sales docking, brand improvement, local "new gameplay"

To break the game, you often use some new ideas and new gameplay. This year, the "Boneless Harvest Program" made a set of "combination boxing":

Taking Lin County as an example, Tencent helps build a county operation in the county, including the official "Lienn" video number, public account, corporate WeChat, applet store (online store), and "good harvest & Qingqing县 柠 柠 柠 "The offline live broadcast room built by the ancient town of Lingxian County, helps local entrepreneurs to accumulate private domain fans through online and offline channels to achieve sustainable operation after the end of traffic support. Use the county's platform to display the promotion of agricultural products, which has opened up new ideas for local entrepreneurial young people. Agricultural product brands are inseparable from talents. The "Harvest Harvest Program" will conduct training and content production support for local entrepreneurial youths in Linxian County through the development series training courses. Through county -level creative competitions, a number of county experts are trained to guide them to the WeChat ecosystem, and they are proficient in videos of videos. The content production and WeChat sales tools are used to meet the needs of the county to cultivate local goods, and it also meets the needs of young people in the county.

At the launching ceremony on the 20th, the reporter saw that the organizer turned the "Linxian Harvest Harvest and Good Promotion" link into a unique and unique combat with goods. In the following, perform talents, show their hometown, and recommend Zao Ren, Turkish Eggs, and Congkou Wharf Huang Xiaomi to netizens.

Through a series of "combination boxing", the "good harvest good object plan" hopes to "insert wings" for the entrepreneurs of the towns in Linxian to help them use a series of digital tools and content production capabilities of WeChat ecosystems, etc., and drive The county's "agricultural brand" has achieved a breakthrough from "0 to 1" on the road to entrepreneurship.

At the launching ceremony, Zhang Zhaoxia, a second -level investigator of the Market System Construction Office of the Shanxi Provincial Department of Commerce, said that Lingxian and Tencent jointly organized a "good harvesting plan" with Tencent, which combined with the background of rural revitalization, through online brand construction and offline content The production method is to drive the product sales with content to help a meaningful social exploration of the revitalization of the countryside.

Yantou is located near the Yellow River 48 kilometers south of Lin County. The Yellow River was turbulent. In the old days, the boatman had to get off the boat, or to transport the goods on the shore, which formed the spirit of the mouth and the spirit. In the live interview session of "Breakthrough, Town Entrepreneur!" In the face of a number of young people from Linxian, Lu Peng, member of the Standing Committee of Lulianglin County, Shanxi, Lu Peng said that the spirit of "" 'break out' " People in Linxian are very good. In the future, I hope to let more Linxian entrepreneurs gather through platforms such as "Town Entrepreneurs", and attract more talents with the help of the platform and influence on the platform. 'To be big, I also hope that more young people will come back and start a business and innovate. "

From Linxian to more: a larger area of ​​experiments and exploration

Linxian is not an isolated case -as the main battlefield of rural rejuvenation, many counties are facing the problem of upgrading and production and sales docking in agricultural product brands.

To this end, this year's "Boneless Harvest Program" also has a larger exploration: Taking Shanxi Lin County, Chongqing Puyang County, Inner Mongolia Chayouqianqi Banner as the pilot county, through the construction of Zhongtai, traffic support, KOL assistance, etc. Incorporate overall operations, content operations, and talent cultivation into the county scene, try Tencent "based on socialization, private domain asset construction as the core, and content operations as traction" in the county. Continuous operation, sustainable production, and team sustainable growth ".

In order to help the sales of agricultural products, on the basis of last year, the "Harvest Harvest Program" selected 200 high -quality agricultural products across the country this year, and used the Chinese Social assistance network as the main body to build a "good harvesting platform". The method of co -creation to jointly build a benchmark platform for digital improvement of agricultural products.

在9月23日中国农民丰收节当天，“丰收好物计划”还将开展直播推介活动，通过流量扶持、内容运营，引导公域用户转化为私域用户，推动私域用户的可持续运营，促进Agricultural products have been sold for a long time.

"In the process of planning and implementing the 'Boneless Harvest Program' in the past two years, we have a particularly profound feeling that under the strategy of rural revitalization, more and more young people who are going out of the county seat are considering or returning to our hometown to engage in their hometown, engaged in and in accordance with their hometown. Entrepreneurship related to agricultural product brand marketing. "Xiao Liming, vice president of Sustainable Social value of Tencent, said that the exploration of the good harvest plan is exactly expected to provide such people with lower cost, more efficient digital entrepreneurial tools and skills training. If there is any More town youths can become "small town entrepreneurs" with the help of Tencent. I believe that county agricultural product brands will be built and county and rural rejuvenation will be newly improved.

Source | Farmers Daily

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