A digital sales journey of a litchi

Near noon, the freshly picked "concubine laugh" from the fruit field in Zengcheng District, Guangzhou was transported to the company of He Weiqi, a "post -90s", and was printed with the specific logo of the "Zengcheng Litchi" after intense sorting and packaging. In the carton, wait to be transported to all parts of the country. He Weiqi predicts that the litchi sales of his own e -store this year will be more than 5 million yuan, which is a double over last year.

"The output of this fruit farm is about 300,000 to 500,000 kg a year." In a orchard in Maoming, Li Jinjin, a "post -80s" fruit contractor, listened to the fruit of the fruit vetera Preliminary estimate. Many stores under his name have emerged on the e -commerce platform in the past two years, and the total amount of product transactions for one year of lychee can reach tens of millions of yuan.

In recent years, more and more young people have joined the army of e -commerce platforms to sell litchi. Data show that the number of "post -95s" and "new farmers" on the platform on a platform has increased from nearly 30,000 in 2019 to over 120,000 in 2021. Under the digital empowerment, the "new farmers" inject new vitality into the comprehensive revitalization of villages in various places.

//

Zengcheng "New Farmers" Litchi Explosion Plan

//

"Lao Tree's glutinous rice cricket, the taste is really unforgettable." As a native of Guangzhou Zengcheng, He Weiqi agreed with the quality of his hometown of litchi: even if it sells more expensive on the e -commerce platform, it will be subject to consumers. The pursuit. However, the resistance is not small: the traditional orchard is accustomed to offline distribution channels. Many villages' express logistics has not yet been opened.

Therefore, he pulled up Lu Shize and Ni Zebin, who were an e -commerce operation, and three young people of the "post -90s" set up the "Cao Ting Team" of the Litchi Alliance. Waiting for categories.

Last year coincided with the rare litchi year, the local lychee production increased sharply, and the price was more affordable. The lychee of the three was "sold out". He Weiqi's Pinduoduo store, the number of two single products is "100,000+", and the sales of the store in just 20 days have reached 2 million yuan. "

For the creation of a litchi explosion plan, He Weiqi and other "post -90s" new farmers still have a longer -term plan.

"We also realize 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 the e -commerce platform, many locals recognize the operation model of the Litchi Alliance. As of now, more than a dozen excellent fruit venues have joined the alliance. At the same time, the lychee alliance also sets standardized settings based on the categories of different lychee, and ensures that the litchi objects sold by merchants in the lychee alliance in the lychee alliance are beautiful.

"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." Ni Zebin introduced that this year they also position the lychee positioning of litchi with a single fruit of more than 40g. Packaging, the alliance has a unified sales standard, so that merchants will not charge for a secondary charging to avoid price wars.

This is just a small step for the Litchi Alliance to promote Zengcheng lychee brand. "Within three years, we will register a alliance company to carry out unified brand construction and marketing promotion." Ni Zebin said that in the next five years, he plans to build a test base that belongs to his own, and began to try to use the production line model to process the litchi.

"I hope that consumers will think of Zengcheng in the future, just like drinking tea will think of West Lake Longjing." Ni Zebin said.

//

Maoming fruit merchants explore the e -commerce platform lychee "sales theory"

//

Li Jinjin is a local native of Maoming and has grown litchi in his family for generations. He said that he had helped plant lychee at home since he was a child, and he was familiar with the growth habits and characteristics of litchi. However, after graduating, Li Jinjin did not choose "Zizhi's Father's Industry" to manage the litchi fruit field in the family. Instead, he became a fruit contractor to help the fruit field and farmers do the sales of litchi sales.

"However, lychee sales are not easy to do: the litchi listing period is only about 40 days, and the sales pressure is huge." Li Jinjin often worried about the sales of litchi. Later, he began to try to sell litchi online. However, the establishment of the logistics network at that time was not complete, and the cold chain fresh -keeping technology was not mature. Li Jinjin's "small fight and small noise" on the Internet did not achieve much.

Until a few years ago, Li Jinjin began to try to open online stores and set up an e -commerce team to expand operations as the same important channel as offline distribution. "At that time, the online was brand new, the challenge was very large, and the risks were very high." Li Jinjin said.

"Online sales are more difficult. Litchi is a very delicate thing. If the packaging is not done well, it will be rotten. It is "crossing the river by touching the stones". On the one hand, we need to continuously study the outsourced packaging and fresh -keeping ice packs shipped by lychee. On the other hand, for some "gameplay" and marketing strategies of e -commerce platforms, they also need to learn from scratch to learn from scratch. Essence During the groping, his shop has not been profitable.

"The most day, the return rate scared us." Li Jinjin remembered that he was particularly clear. At that time, he was very panicked, and his teeth insisted on. After the continuous efforts of the operation team, I finally explored a set of sales methodology of lychee on the e -commerce platform. What's more worth mentioning is that Li Jinjin's shop increases a lot of income to nearby villagers. According to him, many villagers near their e -commerce bases often come to work to help. "Because the store will continue to sell various fruits all year round, the employment positions are provided almost all year round. At the busiest time, there are even hundreds of people at the same time."

//

New e -commerce injects new vitality into the old industry

//

"This year, the total output of lychee nationwide was 2.531 million tons, and Guangdong contributed 1.2689 million tons, accounting for more than half." Chen Houbin, chief scientist of the National Litchi Longan Industry Technology System. In terms of planting, the total planting area of ​​about 7.891 million acres of litchi nationwide, and Guangdong accounted for 3.949 million mu.

The reporter learned that Guangdong Litchi began to results one after another from the end of April, entered a concentrated listing period in May, and did not enter the end of listing until July. Therefore, for the production area, if you can grasp the market in real time in the sales period, it will be conducive to selling good prices and selling super prices.

"The post -post -post -post -post -post -afters' is not good at planting lychee, but they have played much stronger than us for e -commerce operations and live broadcast operations." According to Li Jinjin, the young people in the "90s" in their team currently have 80 Most of them come from Maoming local villages and towns. The e -commerce platform allowed them to carry the pillar industry of their hometown as a "new farmer".

As an earlier group of Li Jinjin on the e -commerce route, he also witnessed the digital transformation of Maoming Litchi industry. Maoming has established a big data center in China (Guangdong) Litchi Industry and Maoming (International) Litchi Trading Center to open up the online market through a digital manner. Data show that in 2021, the sales volume of Maoming Litchi e -commerce increased by 50.6%year -on -year, and the sales output value accounted for 25.45%of the total output value of litchi.

In recent years, there are many young people like He Weiqi and Li Jinjin. They have increased the added value of agricultural products through e -commerce.

Data show that the number of "post -95s" and "new farmers" on the platform on a platform has increased from nearly 30,000 in 2019 to over 120,000 in 2021. The relevant person in charge of Pinduoduo said that Pinduoduo will continue to increase its investment in the training of agricultural e -commerce training, establish targeted e -commerce operation courses to cultivate more "new farmers".

Experts believe that digital services represented by e -commerce sink to the countryside and inject new impetus into rural revitalization. The "new farmers" grew up in the era of mobile Internet. They have high education, understand management, management, and integrate the characteristics of upstream and downstream industries. They returned to their hometown to drive local employment, promote the branding and standardization of agricultural products, and gradually become a new forces to promote the comprehensive revitalization of the countryside.

Wen | Peng Lin Chen Wei School Division | Wang Rui

- END -