Deep ｜ "Ding Zhen Effect" Ran Ranri: With the "Internet Red Cooperative", this year's Cordyceps carried 3.7 million, no middlemen earn the difference

In early August, Ding Zhen returned to Ranri Village "low -key". Because of the recent emergence of the epidemic, the Horse Racing Festival in Litang County, Ganzi Prefecture failed to be held as scheduled.

This summer, many tourists came thousands of miles and lived in the homestays in the village, set up a tent on the dam ... In the evening, they danced around the square, or in the grassland in the sun to enjoy the freedom of the distance. However, there are only 101 villagers in Ricca Village, but for the rare local Ganzi Prefecture Litang County, it has already been regarded as a large -scale settlement district.

↑ Ranri Village in the valley

In November 2020, Ding Zhen suddenly became popular and broke the inertia of the fate of the village.

Many fans who like Ding Zhen suddenly appear in the village. This plateau village with an altitude of more than 3,000 meters is unprecedentedly lively. Through the network, the village shortened the distance from the outside world. The "Internet celebrity cooperative" in the village has also emerged as a response, including more than 30 young people, including the surrounding villages, driven by the "Dingzhen Effect", and began to make short videos for live broadcast, forming "new traffic forces" on the Internet. Jicun, a cadre of Genie Town, Litang County, and the first secretary of Ranri Village, told Red Star Journalists that they should work hard to realize the traffic, use the "Internet celebrity economy" as an introduction, extend the development of the tourism industry, animal husbandry, agricultural special industry ...

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Everyone likes Ding Zhen

The plateau is vast and bright, and the town of Gieie is 9 kilometers away from Ranka Village. The mountain road hovers, turns over a mountain beam, and then goes down to another valley.

Yoshimura once felt incredible that why there were so many tourists in the village suddenly came. More than a year ago, the village had no ability to receive. Visitors built tents on the grass, or they were fighting on the villagers' houses, and some tourists lived for a few months.

However, a road can lead to the Genie Mountain Scenic Area, and there is a path to the Eye of Gieie. Self -driving tourists have passed here, but most of them stay in the village. "The car that passes here a year may be 10 cars, and most of them choose to go to the Gieie Mountain." Yoshimura said that no one noticed the village at that time.

But now, many tourists who go to Gie Nie Shenshan will come to this village to "check in." During the Horse Racing Day last year, the village even became "crowded", and every villagers' house was full of people.

↑ A large number of tourists come to Ran Ri Card

On November 11, 2020, the Douyin account@20 20 20 Bogo released the smile video of Ding Zhenzhen for the first time. Junlang and the simple and simple Ding Zhen really became a "new top flow". After becoming popular, Ding Zhen became a tourist ambassador to Litang County.

This is like a "accident". Some netizens teased that "more than 10 days ago, 20 -year -old herders Ding Zhen also went to the village entrance to buy two barrels of instant noodles. A month later, I wrote homework under the supervision of netizens across the country. "

After signing the Tourism Ambassador of Litang County, Ding Zhen was launched on the promotional film "Ding Zhen's World" endorsed by Ganzi Prefecture, Sichuan, and quickly swiped the screen. Immediately afterwards, Ding Zhen, who appeared at the Religan County Tourism Promotion Conference with the "Ambassador of the Religan Tourism Image".

The 25 -year -old Enzhu played with Ding Zhen from an early age. He told the Red Star Journalist that before Ding Zhen became popular, he let the cattle, dig Cordyceps and Matsutake, and also brought tourists to Genie Mountain. The night before Ding Zhen left the village, Enzhu returned to the village from the pasture to watch Ding Zhen's live broadcast. The cadres in the county came to the village the next day, and then Ding Zhen followed them to leave the village ...

Located on National Highway 318, Litang County is 4,000 meters above sea level. It is called "World Gao City". The tourism industry has always been an important industry in this county. In recent years, local locality has been promoting the new tourist destination of Gieie Shenshan. I don't know the "nearby day card". In the interview in Litang, Red Star reporters found that everyone talked about Ding Zhen, praising and loved to say.

"Ding Zhen is our 'Shenshan'." Yoshimura told the Red Star journalist that all the changes in the village are brought by Ding Zhen.

↑ Ranka Village's homestay is posted on Ding Zhen's poster

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Changes that is happening

In the village, the villagers are re -construction of the house to open up more rooms for homestays.

Deng Zhu Zeren's house is a row of bungalows. In addition to leaving three of his own living, the other four decorations are new, paved with wooden floors, configured to the toilet, and placed more than 10 beds. He said that during the Horse Racing Festival last year, the room was full of people, 70 yuan, and he was in charge.

"Murakami stipulates that it can only receive up to 70 yuan." Deng Zhu Zeren told Red Star Journalists that there is a certain price in Murakami, which can be closed a little, but it cannot be collected. Deng Zhu Zeren's home is on the edge of the village, and the location is not so good, but last year, the homestay still earned about 10,000 yuan.

There were 9 people in the family of Deng Zhu Zeren. When there were many tourists on the Horse Racing and National Day last year, he made the room out. His parents lived in the house when he was old. He and his wife, two brothers, and three children lived outside the house.

Deng Zhu Zeren found that his life had changed. Before the tourists came, he raised cattle, dug Cordyceps, Matsutake, and Herbal, and had a income of 30,000 to 40,000 yuan a year. Last year, he didn't dig pine brunt again. Instead, he went to the "Eye of Gieie" to send tourists. After a season, his income was almost the same, but he was much easier than digging pine douga on the mountain.

Yoshimura has been working in Gieie Town, but before serving as the first secretary of Ranrica Village, he didn't know much about the village, "because he rarely came here." He said that the plan in the village has come out and will change thoroughly in the next few years. Now, Yoshimura is working hard to change the consciousness and habits of the villagers. Over the past year, the village has opened a herdsmen night school, and teachers have been invited from the county seat to conduct a number of skill training. Teaching herders to make some home -cooked dishes, repair hydropower, and operate homestays, including language learning.

The training starts from "Hello", allows the herdsmen to learn a simple Chinese communication method, and then go to the reception etiquette, and then the service consciousness ... This generation of villages that live in grazing for generations have entered another one overnight. Development track. People here have also begun to learn and get used to another way of lifestyle.

Ding Zhen's "thermal effect" was transmitted quickly, and the village was also experiencing an unprecedented change. Yoshimura said that in July this year, there were four or five hundred tourists every day in the village, and the homestays of every family were full. The wooden house and hot spring hotels in the village are also full. In order to welcome these tourists, the village organized activities such as horse racing and jumping Zhuangzhuang.

↑ Villagers Organize Jumping Pot Village Activity Visitors

According to Yoshimura, according to the new tourism development plan, Rika Village is located above a large tourist ring line. Today, Ranka Village has eaten tourist meals, and more than 60%of the disposable income of villagers comes from tourism.

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36 Internet celebrities connect with the outside world

In early June this year, it was the seasons of Cordyceps Cordyceps. Red Star reporters saw in the town of Gieie that only two restaurants in the deserted town were opening, a "Sichuan restaurant", a "authentic Sichuan restaurant" ...

But on the Internet, the trading of Cordyceps is the lively scene of the other party. There are more than 20,000 fans on Enzhu Douyin. Compared with the sales of hundreds of thousands of yuan last year, this year seems a bit "weak", selling only tens of thousands of yuan. After Ding Zhen became popular, he also started shooting short videos and live broadcast. There are many young people in the village, just like him, and gradually become "small net reds", and fans ranging from thousands of to tens of thousands.

Deng Zhu Zeren's Cordyceps this year was sold through these "net reds" in the village. He said that there were vendors in the village to receive the goods, but more often, they would take a half -day car and rush to the trading market in the county seat to the trading market in the county seat. In order to sell a better price.

"We integrate resources and set up an Internet celebrity cooperative." Yoshimura told Red Star Journalists that these "net reds" not only promoted their hometown, but also became an important way for the sales of agricultural special products in their hometown. At present, there are 36 "Internet Red Cooperatives", most of which come from Ranka Village, and a small number of young people from nearby villages.

The "Internet Red Cooperative" was organized by the secretary of the party committee of Gieie Town. In his opinion, the traffic flow of the Internet became a passenger flow, which is a more convenient development choice. Established a cooperative, the government came forward to organize training to teach these young people to shoot, edit, and operate, so that they have better benefits. On the other hand, they also improve their "cargo" ability through guidance and training.

↑ Internet celebrity live broadcast site

In September 2021, the "Internet Red Cooperative" tried to live broadcast for the first time. Less than an hour, several "net reds" sold 140,000 yuan of agricultural products. "For the head net red, this is just a small number, but for us, it is incredible." Yoshimura told Red Star reporters that yaks, cordyceps, matsutake, etc. in the village had to be sold by the villagers to sell them by themselves. In the county seat, some vendors came to the village to buy, but the price often sold lower. "As a local government, since we have the opportunity to be in front of us, we should fight for it, and also increase their income to the people and get rich, broaden their vision and space." Said Siro Siro.

↑ Ranka Village's "New Power of Traffic"

Today, these young people of the "Internet Red Cooperative" have also become windows and bonds connected to the outside world. Ze Renshiro said that the outside world can understand Ranka Village through these influences of the Internet celebrities, and understand Gien Town ... understand the life here, the culture and style here, and the agricultural special products here.

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future development

Ten years ago, Ding Zhenyu Shiro Rubu put cattle under the mountain of Gieie, and he rented a few tents to tourists. He made 20,000 to 30,000 yuan in two months, which was the first time he made money through travel. Today, the homestay standing on the road standing on the village's big road is named "Prince of Gieie" standing on the side of the village. Another netizen's name is also hung on the signboard: 舅 Here.

@Hu Bo, he first met and filmed the Siro Robb, and met Ding Zhen at the home of Shiro Rubu. It was this accidental encounter that the innocent and handsome smile that suddenly became popular.

The Sirlang Rob's family once raised eighty or ninety yaks, but it was sold out a few years ago. "Parents are old, and it is particularly hard to put cattle." Sirlang Rob told Red Star journalists that after he sold the cow, he covered the homestay and covered the homestay. Now that the hotel is opened in Litang County. Because there are hundreds of thousands of fans, "bringing goods" is also an important source of income.

Siro Rubu is also the president of Ranka Village's "Internet Red Cooperative", but his Chinese exchange is not smooth. He said that this does not affect his webcast. "Smile is the best way to communicate." The culture behind it is what netizens are most interested in.

Yoshimura told the Red Star News reporter that the Horse Racing Festival in Litang County was originally planned to be held in early August this year, but due to the impact of the surrounding new crown epidemic, the event has not been held yet. According to him, Ding Zhen also "quietly" returned to the village recently because of the schedule arranged in advance. From the perspective of Yoshimura, all of this change stems from Ding Zhen, based on the Internet. Yoshimura said that this year's Cordyceps sales, the Internet celebrity cooperatives have excellent results, with retail sales of more than 3.7 million yuan, of which 5 have sales of over 500,000 yuan, and 5 have sales of more than 100,000 yuan. It really achieves the selling farther, faster, and selling better.

Ze Ren Shiro told the Red Star Journalist that the change brought by "Internet celebrities", one is that the traffic becomes a consumption flow, and the other is that the traffic becomes a passenger traffic. "This is what we are doing. ","

Ranka Village, Genie Town, Litang County. The sea, known as the "Eye of Gieie", is mysterious and beautiful, like looking back at the Eye of the earth.

"Children in the village" Ding Zhen became popular for more than a year, and then looked at this distant Ranka Village. In August, the sky was high, and the village woke up in the deep years. There were scenes of construction everywhere. People focused on network traffic, and it also began to look at the future again.

Red Star reporter Yang Ling Jiang Lin Photography Report

Editor Deng Yiguang Editor Yang Cheng

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