From "Taoyuan Jieyi" to e -commerce breaks: Litchi complex of the "90s" new farmers in Zengcheng, Guangdong

Text/Yangcheng Evening News all -media reporter Shen Zhaotu/Interviewee provided

Near noon, the freshly picked concubine from the fruit field in Zengcheng District, Guangzhou was transported to He Wei's company's company. After intense sorting and packing, the concubine was laughed into the carton of the "Zengcheng Litchi" specific logo. middle. This is a group of "Litchi Alliance" jointly established by a group of "post -90s" young people such as He Weiqi. Members in the league can use this packaging design for delivery. Unlike the lychee sold by ordinary merchants, the smiling fruit in the carton also weighs more than 20g. ——The appearance of China's national geographical indication products. He predicts that the store on the Pinduoduo platform can reach more than 5 million yuan this year, which can reach more than 5 million yuan, which is over the time from last year.

The concubine of Zengcheng Guangzhou laughs litchi, and the background is the design of the Litchi Alliance

The Zengcheng where He Weiqi is located belongs to the "super first -tier city" -one of the districts of Guangzhou. It is the nationwide of the nation's hometown of lychee and the original place of "Chinese litchi stamps". However, more than a year ago, He Weiqi, who has investigated litchi sales in Maoming, Dongguan, Conghua and other regions, found that the e -commerce sales channels of Zengcheng Litchi have been solved. To go, the branding construction of lychee in the hometown requires new blood. The launch of the Litchi Alliance is the efforts of their efforts to integrate e -commerce resources, expand local lychee sales, and build local brands.

Zengcheng Litchi "Taoyuan Jieyi"

"Taoyuan Jieyi" is the first story in "The Romance of the Three Kingdoms". It is the "Liu Guanzhang" brothers of "Liu Guanzhang". Only the rise of Shuhan later. In May 2021, Zengcheng also staged a "Taoyuan Jieyi" belonging to Litchi. He Weiqi, Lu Shize, Ni Zebin and other "post -90s" sat on the same dining table. This was the first time they met after leaving the clothing e -commerce company they had worked together for several years.

In recent years, the rise of agricultural -related e -commerce, represented by Pinduoduo, has driven the trend of young people to return to their hometowns to start a business. Back to my hometown to sell agricultural goods, helping my hometown to build a local agricultural product brand has become the common wish of new farmers. He Weiqi and Lu Shize also returned to Zengcheng in his hometown after 2020. He wanted to sell the local fist products -lychee to all parts of the country through the e -commerce platform to further set off the name of Zengcheng lychee.

"Lao Shu's glutinous rice tadpoles are really unforgettable." As a native of Zengcheng, He Weiqi agreed with the quality of his hometown of litchi: "If you can sell on the e -commerce platform, consumers who have eaten Zengcheng lychee It will definitely be hot. "However, what He Weiqi did not expect is that the resistance to agricultural e -commerce in Zengcheng is not small: traditional orchards are used to offline distribution channels; many villages are not yet unblocked; The quality of the product named "Zengcheng Litchi" is uneven, and the price is chaotic ...

"Local e -commerce resources are relatively backward." Lu Shize, who was an e -commerce operation, also had the same emotion: the fruit field resources were scarce and the channels were relatively monopolized. Hard stubble '. "

In May 2021, the three who worked in the same company had a dinner. On the dining table, he and Lu's concept of Zengcheng Litcheon agricultural e -commerce, Ni Zebin also had the idea of ​​"adding together". Ni Zebin is a native of Shantou, Guangdong. After 2010, he settled in Zengcheng. In the past ten years, he was familiar with the local culture and industry of Zengcheng and recognized the quality of Zengcheng lychee. "Agricultural e -commerce is indeed a wind outlet at that time, and the local lychee products are full of potential. If they can promote sales in groups, the prospects are considerable." Ni Zebin said.

Since then, people with local channel advantages are responsible for revitalizing the local fruit field. People with experience in e -commerce operations are responsible for building an e -commerce structure and formulating sales strategies. People with artistic experience are responsible for the design of product outer packaging and shop pictures. Three young people set up the "Cao Ting Team" of the Litchi Alliance. Immediately afterwards, the peak season of lychee sales began.

Litchi Alliance "goes out to learn"

After the formal establishment of the Litchi Alliance, in order to open up various resources in Zengcheng, He, Lu, and Ni have begun to investigate, lobby local high -quality fruit fields, packaging materials suppliers, and logistics companies. After hearing "holding group heating" and "creating a better increase in litchi", they were also very willing to join the league to achieve information interoperability and resource sharing. "Local companies are actually willing to join our alliances, and they are also tired of some of the previous disorderly competition." He Weiqi said.

In this way, the supply, logistics, and supply chain were all opened, and the three also launched the Pinduoduo shops, and mainly focused on categories such as cinnamon and glutinous rice crickets in Zengcheng lychee. "When choosing a platform, we also have our own considerations." Lu Shize said that because he had previously touched the e -commerce industry, he knew that Pinduoduo had formed an advantage in the sales of agricultural products. "Pinduoduo has the greatest support for agricultural products, and consumers will also tend to purchase high cost -effective agricultural products through this platform."

It is worth mentioning that 2021 coincides with the rare litchi year, the local lychee production has increased significantly and the price is more affordable. The lychee of the three suddenly "sells". Taking the "Zengcheng Lao He Guo Farm", one of the shops of He Weiqi's Pinduoduo shop, the number of two single products is "100,000+". In the fruit field of the Litchi Alliance, farmers are picking litchi

He Weiqi introduced that his shop was sold around the Dragon Boat Festival in 2021. In only 20 days, the GMV of the store reached 2 million yuan. "The GMV of the store this year will run for 5 million yuan." "Not only is He Weiqi, Lu Shize and Ni Zebin also said that the sales of litchi in the store last year can be considerable. It is expected that this year's GMV will be more than doubled.

What's even more rare is that after the success of 2021, they were not fainted by joy, and forgot to create the original intention of creating Zengcheng Litchi brand. Lu Shize said that after the peak peak of Litchi in 2021, they spent about half a year and went to Conghua, Dongguan, Maoming and other places to investigate the sales and brand building of local lychee and other agricultural products.

"Being a good lychee brand is definitely not a shop explosion." Lu Shize said during the investigation that some lychee produces were set up at the village entrance. , Litchi picked from the fields to acquire, pack, refrigerate, and sell. Local local agricultural planting and sales knowledge are often carried out, and even many e -commerce platforms will go to the local area for operations and sharing. For farmers, this truly opened up the entire process of production and sales.

Zengcheng New Farmers' "Three -Five Plan"

The "2021 New Farmers Growth Report" released by Pinduoduo shows that the "new peasant" group generally comes from the majority of townships and rural areas to grow in the era of mobile Internet. Compared with their parents, the "New Farmers" also have it. High education, understanding and management, and good at integrating upstream and downstream of the industry. In the process of entrepreneurial innovation, the "new peasant" group actively giving back to his hometown, driving local employment, and promoting the branding and standardization of agricultural products, which has become a new force that comprehensively promotes rural revitalization and modernization of agriculture and rural areas.

In Zengcheng, Guangzhou, the "post -90s" new peasants represented by He Weiqi, Lu Shize, and Ni Zebin have undoubtedly gone on the road of helping their hometown agricultural brandization and standardization. Through their own thinking and efforts, they have quietly changed the Litchi industry in Zengcheng.

"After returning from other places, we realized that there is still a long way to go to build Zengcheng lychee brands." He Weiqi introduced that since they have built explosive models on Pinduoduo platform before, many locals recognize the operation of the Litchi Alliance. model. As of now, more than a dozen excellent fruit venues have joined the alliance to provide alliance merchants with good quality Zengcheng lychee. The number of shops opened by the league in Pinduoduo has also been close to 20.

It is worth mentioning that while expanding the members of the alliance, the Litchi Alliance also sets standardized settings based on the category of different litchi, and ensures that the litchi prices sold by the litchi leaflets in the lychee alliance in the lychee alliance are excellent. "In addition to the local fruits of Zengcheng, the weight of the only fruit of longan must be greater than 18g, and the single fruit weight of the glutinous rice tadpoles must be greater than 28g." According to Ni Zebin, this year they also position the lychee positioning of litchi with a single fruit of more than 40g. Prepared the Litian Packaging to buy it for consumers for different needs. Business is worrying. "

However, this is just a small step for the litchi alliance to promote Zengcheng lychee brand. "In three years, we will register a alliance company to carry out unified brand construction and marketing promotion." Ni Zebin said that according to their ideas, in the next five years, the Litchi Alliance will also build a test base for its own, and began to try to adopt adoption The production line mode is used to process the lychee.

It is worth mentioning that for the future of Zengcheng lychee, these "post -90s" young people still have their own aspirations. "We want to create a benchmark for e -commerce in Zengcheng lychee, so that more fruit fields and merchants will join us. As a result, Zengcheng lychee is promoted, so that thousands of households can taste the delicious Zengcheng lychee. "Lu Shize said:" I hope that consumers will think of Zengcheng in the future, just like drinking tea will think of West Lake Longjing. "

New e -commerce platform helps rural revitalization

实际上，近几年来，像何伟琪一样的年轻人还有很多，他们通过电商效应有效提升了农产品的附加值，进一步打响了会理石榴、平和蜜柚、涌泉蜜橘、秭归脐橙、洛Sichuan Apple, Binchuan Garlic, Yanyuan Ugly Apple, Pujiang Kiwi and other agricultural areas of agricultural areas show the phenomenon of "one product and one star".

The shop of the Litchi Alliance Partner is broadcasting live

In 2021, Chen Kai, the "post -95s" and "New Farmers" in Yongquan Town, Linhai City, Zhejiang Province, became popular because of a warm -hearted dialogue with Dr. Zhejiang University, and caused "wild consumption" of netizens across the country. Within two days, the number of viewers in the store live room exceeded 6 million and the order volume exceeded 100,000 orders. It is also called "Hongxingrke" in fruits by netizens.

It is reported that the number of "new peasants" on the Pinduoduo platform has increased from 29,700 in 2019 and 85,700 in 2020 to over 126,000 at the end of October 2021.As an e -commerce platform that started with agricultural products, Pinduoduo launched 10 billion subsidies since 2019 to help high -quality agricultural products directly connected to national consumers.As of March 31, 2022, nearly 40,000 high -quality agricultural goods have been "subsidized".In the past few quarters, Pinduoduo has further increased the investment in infrastructure such as agricultural product transportation, logistics and warehousing, and greatly improved the scale and efficiency of agricultural products.Source | Yangcheng Evening News · Yangcheng School

Responsible editor | Pan Liang

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