Bee marketing at home and abroad, Jun porcelain culture borrows the net out of the Internet, "sweet" Xuchang played live e -commerce

[Dahe Daily · Dahecai Cube] (Reporter Ding Yangtao intern Yang Sawen Zhu Zhe Photography) If you want to use a word to describe Xu Chang, "sweetness" should be suitable.

In recent years, Xuchang, Henan, has borrowed live e -commerce to help the production of honey and the "Kiln" culture of "Entering the Kiln, Out of the Kiln Wancai" culture. Xu Chang is also a synonym for "sweet".

At present, the first "Chang enjoy the Yupin" live entrepreneurial competition stage of the first "Changxiangyu Pin" live competition is just over. Let ’s follow the reporter, walk into Xuchang Yuzhou, Chang Ge, and watch how Xu Chang played for live e -commerce.

Live Kiln Selling Fire Yuzhou Jun Porcelain

Classic explosion on reverse customization

"Even if there is a family wealth, it is not as good as Jun porcelain." Jun porcelain's collection value can be seen. Jun Porcelain Culture has the birthday in Shenxian Town, Yuzhou, Henan, and enters the realm of Shenxian Town. The six characters of "China Jun Porcelain Capital" are in sight, and the name of the famous historical and cultural towns in China.

It is understood that in this town with a population of less than 50,000 people, nearly half of the residents are engaged in Jun porcelain -related industries. In recent years, Jun Porcelain, known for his "kiln change" art, has been played by young people in the town.

"After the live broadcast of the live broadcast in the past two years, many kiln factories have started a live kiln and opened the kiln. The monthly sales can be one million yuan. At the same time, we are also interacting closer to e -commerce. Young Jun porcelain products can make Jun porcelain culture more widely spread. "Said Xiaodong, general manager of Yuzhou Junmian Culture Communication Co., Ltd., said.

Unlike other porcelain, the preciousness of Jun porcelain lies in "kiln change". "Before the porcelain blanks are fired, the porcelain soil, porcelain glaze and even moisture are the same. However, after the finished product is out of the kiln, the color is different and the change is unpredictable. Before opening the kiln What will it look like? "Xiaodong said that in response to the characteristics of Jun Porcelain, many young merchants who sold Jun porcelain through e -commerce sales started the Kiln live broadcast on various live broadcast platforms.

"Yuzhou Shenxiang is currently the only Douyin e -commerce ceramic base in northern China. Through the new model of" anchor+e -commerce+live broadcast+cluster ", it integrates the anchor resources to gather Douyin 100 million traffic dividends, which can help Jun ceramic enterprises Innovate sales methods and expand the online market. "郗 Xiaodong said that after the live broadcast base is settled, it can better help" pass the spirit of craftsmen and spread the Jun kiln culture ", and will do more live broadcasts about Jun porcelain culture.

直 Xiaodong introduced that the Kiln Live has only emerged in the past two years, and there are two forms: one is that the merchant only informed the porcelain blank information and the Kiln process was broadcast. After the porcelain was opened, a whole porcelain was put into a box, and the fans bid for the "blind box", and the price was high. Another is that the merchants directly let fans see the full picture of the kiln porcelain in the live broadcast, and then bid.

"Two ways each prefers each other. Generally, fans who are particularly understood by Jun porcelain prefer the first one. Because they believe in their vision and judgment, they find the opportunity to pick up. The second way is smaller, and some fans want to buy a one. Anxin. "Xiao Dong said. As the cultural promotion of Shenjun Jun porcelain and e -commerce sales enterprises, his company cooperates with more than 10 kiln mouths. There are many merchants in the Kiln Pass. "Some kiln factories have opened 4 times a month. Can sell more than 30,000, and can sell millions of yuan in a month. "

Although the Kiln live broadcast revenue is quite abundant, in the view of Xiaodong, this is just a way for Jun Porcelain practitioners to attract the attention of the outside world. If Jun porcelain industry wants to gain great development and win more consumers' love, practitioners need to continue to understand the market and introduce new.

北京 Xiaodong has previously been engaged in the marketing of non -heritage cultural projects in Beijing. In 2018, he returned to his hometown, hoping to carry forward the Jun porcelain art and Jun porcelain crafts in his hometown. In order to promote Jun porcelain, in addition to looking for high -quality Jun porcelain kiln factories, he also focused on building a live broadcast base and connecting e -commerce platforms such as JD.com to promote Jun porcelain products.

"In the past, Jun porcelain art was mainly based on Wenwan ornaments, but for modern people, this was a niche demand. Therefore, we need to find a point that combines the needs of Jun porcelain art with modern consumers. "Xiao Dong said that this year, they used the C2M reverse customization method to launch a" Tiger Tiger Weijun Porcelain Blind Box "product, which achieved a good market response. ， Xiaodong said that this year, he had a "small goal", first made this set of tiger boxes into explosive models, and then copied his experience to the kiln mouth in cooperation with him, "the overall upgrade of the industry."

The bee industry rises strongly

Changge built bee -made utensils to rush to the world

When it comes to Xuchang Changge, he can't bypass Chang Ge's specialty jujube nectar. It is a national geographical logo product in China. The jujube nectar is bright and bright, the concentration is high, the sweetness is not greasy, and it is not bad for a long time. In Changge, the development history of the bee industry has been nearly 400 years. At present, Changge has become a large domestic bee product distribution center and processing base.

The long history of the bee industry has made Changge's bee industry chain more complete and unique. In recent years, as overseas beekeeping has gradually become hot, the demand for bees such as bee and beehives, such as bee, beehives, etc., the local people Meng Shaowei smelled the business opportunities, and used the cross -border e -commerce platform to sell the "Chang Ge" bee. worldwide.

"The bee produced by Changge has even built a bee product." On August 30, Meng Shaowei, the general manager of Henan Duoyu Beekeeping Technology Co., Ltd. (hereinafter referred to as Henan Duoyu), introduced in an interview with Dahe Cai Cube. Since the 1950s, bees produced by Changge have started to market the country. Today, Henan's sweetness relies on cross -border e -commerce platforms, and products are located in overseas regions such as Europe, America, and Middle East to provide mechanical equipment for the local bee industry. By borrowing e -commerce, I accidentally discovered a new direction.

In 2009, by chance, Meng Shaowei began to contact the cross -border e -commerce platform to start online business. However, when I responded to customers inquiries, it was found that foreign customers seemed to be more interested in bee than bee products.

"Chinese beekeeping also uses bee, but the products that foreigners want are different from the domestic." Out of curiosity, Meng Shaowei took the samples given by overseas customers to find manufacturers who could customize similar products across the country, and finally found a furniture The factory can customize the bee required by the customer. This experience made Meng Shaowei feel "this is a way."

The so -called non -break, an accident happened, completely let Henan's sweetness move to export "bee professions".

In 2014, a fire burned the sweet factories and goods in Henan. At that time, there were two options in front of Meng Shaowei and partners. Essence

Under the pressure, the "road" in Meng Shaowei's mind seemed to be the key to breaking the situation. "In the past, the effect of making raw materials and health products was mediocre, and it was focused on the bees." Meng Shaowei said that since the company's transformation of exported bee gear has doubled its performance compared to 2013, and annual sales exceeded 10 million yuan.

With the rise of short videos and live broadcasts, Henan, which has the foundation of e -commerce, has also opened the road of overseas live broadcast in 2020.

Meng Shaowei told reporters that it was originally broadcast live in the factory, and introduced the company's situation and production line to overseas customers who could not go to the country. Later, the live broadcast room was specially added according to different countries and regions. It mainly introduced the size and use of new products for customers who had cooperated or had high degree of professionalism.

In addition, beekeeping has gradually become a leisure way overseas. As the C -side users continue to grow, live broadcasts are more conducive to consumers' intuitive and convenient purchase of products. For Henan's sweetness, it not only maintains the existing customer base, but also brings new business growth channels for enterprises.

In addition to overseas markets, how sweet Henan is actively trying to deploy domestic live broadcast business.

It is understood that compared with the international beekeeping power, my country's beekeeping technology is still in the initial stage, with a low degree of mechanization, and the small breeding scale and scattered are still the main issues that restrict the healthy development of my country's bee industry.

"I hope to promote the transformation of domestic beekeeping methods and make the cause of beekeeping really a sweet cause, not to work hard." In Meng Shaowei, "granting people to fish, it is better to grant people to fish". To enjoy the "live entrepreneurial competition, he hopes to pass the live broadcast of the concept and method of passing the concept and method of scientific bee farmers to more bee farmers and beekeeper enthusiasts.

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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