Rural practical talent leader 丨 Chen Guilian: "Fruit Sister" with "Fire" agricul

Biography:

Chen Guilian, born in 1987, is currently the head of the Ningde Municipal People's Congress and the head of Fu'an Pinxian Youyou Planting Professional Cooperative. He has successively won a number of honors such as the leader of Fu'an Rural Innovation and Entrepreneurship, and 2021 rural practical talents in Fujian Province.

Chen Guilian (first from left) participated in the live broadcast of the Chinese Farmers Harvest Festival in Fujian Province in 2021

"I finally got out of a college student to sell fruits and sell fruits." "There are still a few of the friends who sell fruits in the circle of friends." Earlier, when Chen Guilian returned to his hometown to start a business, he was full of "discussion" of folks. Now, everyone boasts that she is a "fruit sister" who can bring rich. What is the reason to change the attitude of the people around you?

"Touch the Net" sells a good price

In 2011, Chen Guilian graduated from the International Economic and Trade of Southwest University for Nationalities and found a good job in Chengdu, Sichuan. The work is stable, but Chen Guilian has a "restlessness" heart. In 2014, he took into account that his parents and in -laws were getting older, and 300 peach trees and 12 acres of grapes needed to be managed.

At the beginning, Chen Guilian's parents strongly opposed that when she heard that her daughter was going to resign and selling fruits. Relatives and friends also believe that "everyone will sell fruit. In this case, why spend so much money at that time for her to go to college." However, under the persistence of Chen Guilian, her parents finally compromised and temporarily asked her to try to sell her own fruits. Therefore, Chen Guilian began to sell his own fruits in the circle of friends, and gave herself a recognizable and good net name -Fruit Sister, "I think I should know the peaches in the grape circle, the peach rings I know the grapes the most, and there are a small amount of bayberry and grapes in the family. The name "Fruit Sister" is suitable for me. "

Unlike other villagers in Xianghuan Village, in addition to using social media to promote fruits, Chen Guilian also opened Taobao shops and micro -shops to try online retail channels. In this trial, Chen Guilian found that the reputation of Fu'an fruit was already well -known, and it was very popular. The price of grapes also increased from a wholesale price of 7 yuan to the retail price of 14 yuan. Hundreds of boxes of grapes were sold in the first year. At that time, every time the grapes were mature, the villagers of Xianghuan saw that Chen Guilian went to Saiqi grapes to Saiqi, Fu'an and other stations to deliver goods to consumers. Slowly, the questioning around Chen Guilian disappeared, and her parents began to support her entrepreneurial decision.

Chen Guilian (second from right) mail grapes at the station

Press the "Acceleration Key" live broadcast

Despite the help of the Internet, Chen Guilian tasted the sweetness of "retail". However, how to send fruits to consumers has always been her mind. It turned out that in the early years, she was limited by logistics technology. Chen Guilian could only transport grapes to stations such as Saiqi, Fu'an, and then sent it to customers through bus. This is not only troublesome, but it is also difficult to ensure the freshness of the grapes. The sales market is mainly in Fu'an and nearby areas. The proportion of retail has always been "card" at 20%, which is difficult to further increase.

Beginning in 2016, Fu'an Fruit opened a cold chain logistics line. Chen Guilian immediately reached a cooperation with Fujian's "Fruit Road" Supply Chain Co., Ltd. to achieve the city's cities in the province, and other cities reached the next day to maintain fresh fruits. The introduction of cold chain logistics has increased the sales of Chen Guilian's fruits year by year, and the sales market also covers all parts of the country. In 2018, Chen Guilian led the establishment of "Fu'an Pinxian Youyou Professional Cooperative" to help fruit farmers sell fruits through e -commerce channels.

In 2019, short video and live broadcast hot social networks. Chen Guilian was keenly noticed that this was a "new air outlet", and he took the lead in trying to bring goods in the village. She believes that the video live broadcast is very different from the Weibo and circle of friends often used by local fruit farmers. The live broadcast screen can penetrate the fields and let the audience intuitively understand the process of grape planting, picking, packing, delivery and other processes to enhance the trust of the audience. Survival and buying desire. This has also been verified by the market. At present, Chen Guilian has achieved all online sales of Jufeng Grape and Muyang Peach, with annual sales exceeding 1 million yuan. 3. Muyun Township's Peach Peach Production Area 358 households.

Chen Guilian (first from left) participated in Ningde City's "Information Huinong to help rural revitalization" activity

In addition, Chen Guilian also did his best to use live broadcast promotion and promotion of Fu'an high -quality fruits: in 2020 Grape picking season participated in the Fu'an grape online live broadcast organized by the Fujian Branch of China Post Group Co., Ltd. Bringing goods ... A series of activities not only expand the popularity of Fu'an agricultural products, but also further drive the sales of Fu'an specialty agricultural products and increase farmers' income.

Villagers use "new farm tools"

Chen Guilian's success has made more and more young people from Fu'an see the business opportunities brought by live broadcasts. They have joined the live broadcast industry. Mobile phones have become the "new farm tools" of villagers and live broadcasts have become "new farmers". Xianghuan Village also specially set up an e -commerce service center and a live video live room to support the development of local agricultural products.

Chen Guilian explained the history of the development of Fu'an Grape Industry in the South Guo Grape Museum of Xianghuan Village

In addition to the live broadcast of the goods, whenever Muyang peach blossoms are in full bloom, Chen Guilian will also put on the Dai costumes to show the audience's "Taohua Village" beauty. Nowadays, Hutou Village has become a must -visit place for tourists to enjoy flowers, and tens of thousands of tourists will be received every day when the peach blossoms are in full bloom. The folks developed from a single "selling fruit" to "selling the landscape" and ate tourist meals.

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