On December 15, Pinduoduo and CCTV News jointly launched the live broadcast of "Great China County". From 7 o'clock in the evening to 11:30 o'clock, county leaders from 17 counties across the country took turns to take the stage and sent good things to the people of their hometown together with CCTV host Guo Jianing.
The livestream attracted more than 15 million viewers**. During this period, the county magistrates introduced hometown products to the people of the whole country, such as rice noodles in Fenyi County, Jiangxi, grapefruit in Changshan County, Zhejiang, Zhongxiang Ge powder in Hubei, and ceramics in Dehua County, Fujian. At the same time, they also introduced the local culture, history and characteristic scenery, and ignited the consumption enthusiasm of netizens with simplicity, vividness and love for the local area. A number of county magistrates said that this was the first time to walk into the live broadcast room, "I was a little nervous, but I was very excited and enjoyable when I introduced my products."
CCTV host Guo Jianing also introduced Pinduoduo's best-selling regional characteristic agricultural products to consumers, such as Luochuan apples, Gannan navel oranges, Ningxia wolfberries, Dandong strawberries, etc.
Agriculture is the original intention of Pinduoduo. Over the past eight years, we have started from the fields and have now driven more than 100,000 new farmers across the country to return to their hometowns to start businesses, directly connecting more than 1,000 agricultural production areas and 16 million agricultural producers across the country, and are committed to making consumers across the country eat fresh and affordable, so that the majority of farmers can have a bumper harvest and a bumper harvest. Hou Kaidi, vice president of Pinduoduo, said.
It is rare to see the county magistrates from all over the country recommending the history and culture of their own counties in a live broadcast, gushing about local food and special products, hoping that everyone will place an order to taste, and sincerely invite netizens from all over the world to come to their hometown to be guests and feel the different customs and customs of the county, and the changes in the county in recent years.
The Great Chinese Counties" did it, and gathered the county leaders of 17 counties across the country at one time, and let netizens experience the charm of the county in Tiannan and Haibei in more than four hours.
This is a special live broadcast event launched by CCTV News ""County" is Departure" and Pinduoduo. "The "County" is Departure" is a large-scale financial action launched by CCTV News this year, leading everyone to "walk the streets and alleys" and check in the "treasure" counties around the country. As the host Guo Jianing said, "Some have a long history and are timeless;Some have successfully broken the circle and become new Internet celebrities ......”
Xie Tao is the county magistrate of Fenyi County, Jiangxi Province, and he is the first county magistrate to walk into the live broadcast room to introduce local characteristics to netizens. He first showed off his own mouse pad, "painting is a hobby outside of official business". The mouse pad has drawn a lot of cultural elements of Fenyi County, such as "Heavenly Creation", Fenyi Beautiful Scenery and Fenyi Tuzha Powder.
When introducing Jiangxi's Fenyi rice noodles, Xie Tao said that Jiangxi is one of the 13 major grain-producing areas in the country. Among the snacks that go well with rice noodles, Yangjiang Town's sandy radish is the best companion. Xie Tao recommended, "Sandy radish grows on the bank of the river, with both taste and quality. It's very big, and it's easy to pull up, just like a fruit radish. We use it to make dried radish, which is very popular with consumers. ”
Xie Tao, magistrate of Fenyi County, Jiangxi ProvinceWalk into the live broadcast room and recommend Jiangxi rice noodles and other good things. Li Zequn |Photographed
At the end of the live broadcast of the county magistrate Xie Tao, he presented the bamboo silk weaving work "The County is Departure" by Li Niangen, the inheritor of the local intangible cultural heritage, to the program team.
Xie Tao is just 34 years old, a doctoral student at Tsinghua University, he is young and very receptive to new things. Xie Tao said, "In the past, it was broadcast live in a live broadcast room of two or three square meters, and this is the first time to experience such a formal and professional studio, which is convenient for consumers in front of the screen to better understand Fenyi County, and it is inevitable that they will be excited." ”
Many of the 17 county leaders are trying live streaming for the first time. For example, Zhou Jie, the deputy county magistrate of De'an County, Jiangxi Province, brought netizens textile products from local enterprises, sports suits and Jiangxi De'an lump candy. She spoke vividly and interestingly, which made the host Guo Jianing think that this was not the first time to face the live camera. There are also many county leaders, such as Sun Xiaohui, the mayor of Donggang City, Liaoning Province, who has irrepressible pride when talking about Donggang City, he mentioned that there are 145 species of seafood in Donggang City, of which the production of variegated clams accounts for more than 50% of the world's production. And Dandong strawberries, "the strawberries that turn red in the sun are not the best, and the strawberries with the largest temperature difference are the sweetest", which are large, sweet and sour, and full of aroma.
Dandong strawberries are highly sought after on Pinduoduo and have become a mid-to-high-end fruit on a par with imported cherries, ensuring that local farmers can increase their incomes. According to data from the Dandong Donggang Agricultural Bureau, in 2020, the city's strawberry planting area was 1730,000 mu, the output is expected to reach 270,000 tons, and the output value of fresh fruits will reach 5.4 billion yuanThere are 324 cooperatives in the city, and more than 100,000 people are employed in the industry.
Liaoning ProvinceSun Xiaohui, Mayor of Donggang CityRecommend Dandong strawberries for the audience in the live broadcast room. Li Zequn |Photographed
Zhao Shifu, deputy county magistrate of Jinxiang County, Shandong Province, recommended Jinxiang garlic, and even walked on stage with a circle of garlic around his neck when the special program "County is Talking" appeared in the daytime "County is Departure". After the broadcast, he didn't even feel that he had enjoyed it.
County"Goods" online to open a new road
This live broadcast has built a platform for business exchanges in various counties. Under the stage, some companies recommend Henan Province's specialty glutinous fritters. They cut the fritters into small pieces for everyone to taste, which attracted the attention of Sun Lu, deputy director of the Fenyi County Bureau of Commerce. Because the taste of glutinous fritters is more soft and glutinous than traditional fritters, which is suitable for southerners, the two sides hope to have the opportunity to cooperate for a long time in the future.
When talking about the support for local enterprises, Xie Tao said: "In order to build a digital economy, including the e-commerce economy, Fenyi County has introduced a lot of inclusive policies. We promoted it earlier in the country, called the integration of passenger and cargo tours. In the past, it was difficult for some goods to enter the village, but after we integrated multiple logistics companies, the cost was reduced. Now, the express delivery to the village has been shortened from a few days to one day, and it is more convenient for agricultural products to go up. ”
It is worth mentioning that at the end of this live broadcast, the host Guo Jianing introduced Huanxian mutton from Qingyang, Gansu Province, a national geographical indication product. The unique natural climatic conditions and the cultivation of natural Chinese herbal medicine grassland vegetation have created a rich, unique and delicious taste of Huanxian mutton. In the process of this mountain delicacy going to the tables of people across the country, Pinduoduo played a key role.
In the traditional mutton production and marketing chain in Huanxian County, farmers have small profit margins and limited markets. Liu Guoning and other locals took advantage of e-commerce platforms such as Pinduoduo to sell the goats in the village outside the mountains, and their wealth entered the mountain villages. At present, Huanxian County is making its characteristic industries bigger, better and stronger, vigorously implementing the brand strategy, and promoting the high-quality development of the county's economy.
Liu Guoning and other localsBorrowE-commerce platforms such as Pinduoduo have sold the goats in the village to outside the mountains, and wealth has entered the mountain villages. Photo by Hao Man
The "Chinese-style modern county practice research report" (hereinafter referred to as the "report") jointly released by the National China Center for Reform and Development of Cities and Small Towns and the New Center of Radio and Television News pointed out that Pinduoduo is one of the important forces to promote the economic development of the county.
The report mentioned that Pinduoduo has continued to cultivate the rural market in recent years, supported all localities to build a unique agricultural industrial belt based on resource advantages, established and improved the mechanism for farmers to share the value-added benefits of the industrial chain, and formed characteristic models such as "farmland cloud spelling" and "direct sales from the production area".
For example, in the Jinxiang garlic in this live broadcast, Pinduoduo's "Agricultural Cloud Action" special team went to Jinxiang County, Shandong Province, to conduct "one-to-one" directional operation guidance for local small and medium-sized businesses and farmers.
After years of development, Jinxiang garlic has developed from monoculture and garlic production to diversification, forming a number of new industrial chains such as garlic refrigeration and deep processing. Zhao Shifu, deputy county magistrate, also introduced Jinxiang black garlic to netizens in the live broadcast, which can be eaten as a small snack because it does not have a strong taste and has high nutritional value.
In May this year, the "Agricultural Cloud Action" team targeted batch docking with local high-quality ** chains and conducted small-scale counseling for high-quality new farmers. The platform implements a zero-commission policy for agricultural products, helps the agricultural belt to "direct connection between production and consumption", and continuously optimizes the middle to supplement the two ends, so as to benefit farmers and consumers.
Logistics express delivery is a major problem that plagues local businesses. Merchants ship goods locally, which has problems such as high logistics costs and long waiting times for consumers. Local merchants use trucks to transport the garlic in the warehouse to the express distribution centers in Jinan, Xuzhou, Zhengzhou and other surrounding cities, and then send them out by express.
In this regard, Pinduoduo provides full-link agricultural product uplink infrastructure services for agricultural products to connect with special agricultural goods flow systems such as warehousing and cold chain. "The time for express delivery to consumers has been greatly shortened, and the comprehensive freight will be cheaper, such as the freight of 5 catties of garlic will be cheaper by 1 2 cents. Through Pinduoduo's 'one-to-one' targeted counseling, we have a deeper understanding of the platform's traffic allocation, development direction and support policies for the next stage of activities, which is more conducive to the sales and operation of our merchants on the platform. Li Jian, the relevant person in charge of Jinxiang County Huaneng Economic and Trade ***, said.
The area of garlic planted in Jinxiang County and its surroundings is more than 2 million mu, and it has contracted 70% of the export market of garlic and its products. Zhang JunPhotographed
In addition to Jinxiang, the "Agricultural Cloud Action" has gone deep into Yuncheng in Shanxi, Chengdu in Sichuan, Xi'an in Shaanxi and other large fruit producing areas, as well as in Yunnan Songming flowers, Hubei Qianjiang crayfish, Fujian Xiapu seafood, Shandong Jinxiang vegetables, Suzhou hairy crabs and other agricultural belts, providing local merchants with special training on e-commerce operation and one-to-one directional operation guidance, promoting the standardization, branding and digital development of agricultural specialties, building new digital supply, and creating a more resilient and competitive digital agricultural belt.
County-level e-commerceSpell"To the world
On the afternoon of December 15, a few hours before the live broadcast of "The Great Chinese County", Hou Kaidi, vice president of Pinduoduo, was invited to deliver a 16-minute keynote speech on ""Spelling" the new excitement of county e-commerce" in "'County' is Talking".
In this speech, Hou Kaidi told the public about the three things that Pinduoduo has done to help the modern development of the county: building bridges, breaking walls, and setting sail.
Building bridges, that is, building "bridges" from small farmers to large markets. Pinduoduo first explored the "farmland cloud spelling" model, in which the scattered farmland under the traditional small-scale farmer production model is spelled into a virtual farm in the cloud, and the temporarily dispersed demand of the consumer side is spelled into a centralized and determined demand, with "package" as the granularity, so that the farmland can be directly connected to the office building community, and the origin is directly connected to the consumer's table.
Breaking down the wall, that is, tearing down the wall between scientific research and the market. Pinduoduo has set up a special project of "10 billion agricultural research" to promote the progress of agricultural science and technology and the inclusion of science and technology. In terms of agricultural development technology, Pinduoduo has promoted agricultural technology innovation and transformation by supporting a number of competitions to promote research, improve the yield and quality of agricultural products, and use technology to empower rural digital transformation. For example, we will support the "Science and Technology Academy" competition, integrate industry, university and research, and apply it to specific production to help farmers improve yield and quality.
PinduoduoSupport the "Science and Technology Courtyard" eventEncourage studentsIntegrate production, education and research and apply it to specific production。PicturedHou Kaidi, vice president of PinduoduoShare the optimization of Danling Orange Science and Technology Courtyard "Ehime 3No. "The story of planting techniques.
Sailing, that is, raising the sails made in China to go to sea. For more than a year, Duoduo has promoted high-quality manufacturing products across borders to enter more than 40 countries and regions in North America, Oceania, Europe and Asia.
Hou Kaidi said, "Pinduoduo is a beneficiary of the development of the Internet. In the new stage, we will fully embrace the high-quality development strategy and continue to promote the three key tasks of high-quality consumption, high-quality and high-quality ecology. Here, we look forward to working with more 'Xingnong people' to study the major topics of social responsibility, and strive to contribute to the modernization of agriculture and rural areas and rural revitalization." ”