When short** meets rural revitalization, a group of content creators "break the circle" by mining rural life resources and spreading in the form of short** live broadcasts.
Creating a "life of yuring" in the digital economy
Reading tips. In recent years, more and more content creators have made breakthroughs by mining rural life resources and "breaking the circle" communication in the form of short live broadcasts, generating batches of successful cases and stories.
In the northeastern mountainous areas of Gutian County and Pingnan County, edible mushrooms have always been important agricultural products, some villages almost every household grows mushrooms, in the past by traffic, brand, chain and other reasons, mushrooms often face unsalable situation.
Since 2021, a group of young people represented by Tian Xiaoyu, a post-95 girl, have begun to promote and sell Fujian mushrooms online through short ** live broadcasts. Now Tian Xiaoyu has more than 4 million followers on Douyin, and has also established her own mushroom brand, selling 600,000 packs of mushrooms in a live broadcast, her attempts have not only helped the development of the local mushroom industry, but also led to the employment of local villagers.
Tian Xiaoyu's story is not an individual case, in recent years, more and more content creators have made breakthroughs by mining rural life resources and "breaking the circle" communication in the form of short ** live broadcasts, resulting in batches of successful cases and stories. The digital platform has also played a role in helping the development of rural industries, empowering the building and dissemination of rural cultural brands, increasing farmers' income, driving employment, and enhancing the value of agricultural brands.
Help the village from beauty to wealth.
On the short ** platform, more and more traditional ancient villages have been discovered by bloggers and transformed into Internet celebrity cultural tourism villages. In the past year, Douyin netizens have "checked-in" more than 150,000 rural cultural and tourism attractions across the country, creating more than 60 million "check-in" shorts**, among which the scenery of ancient cities and ancient villages is the most popular, and traditional ancient villages are being rejuvenated.
Ten years ago, Bohou Village, Jiyang District, Sanya City, Hainan Province, was still a closed and backward village, and the seawater backflow caused by the typhoon turned the farmland into saline-alkali land, and the crop harvest was poor, making it difficult to increase income, and in 2012, the per capita annual income of the villagers was only 5,200 yuan.
Since 2017, Bohou Village has taken advantage of the east wind of beautiful rural construction to vigorously develop the homestay industry and create a "beautiful economy". A large number of young people have returned to their hometowns to make homestays, engage in live tourism and business, and the village has become rich from beauty.
Since 2018, Huangling has used the Internet platform to shape the unique IP of the scenic spot, making the beautiful scenery such as "rape flowers" and "basking in autumn" repeatedly become popular, bringing millions of tourists hundreds of millions of times, and also bringing local villagers the opportunity to work at their doorstep.
In this regard, Bai Changhong, dean of the Business School of Nankai University, said that through the combination of content and technology, the short live broadcast platform integrates cultural symbols and tourism resources that were originally scattered in different regions, so that users can better "see", and make it more vivid, intuitive and interactive in visual presentation, easy to spread and "break the circle", and become an important driving force for the mining and integration of rural cultural and tourism resources, brand building, and the extension of the industrial chain.
Smartphones have become the "new farming tools".
According to Jin Wencheng, director of the Rural Economic Research Center of the Ministry of Agriculture and Rural Affairs, in the digital age, online live streaming has become a "new farm work", smart phones have become "new farm tools", and online platforms have become "new farmland".
In a small three-story building in Pingnan, Fujian Province, many young people are still busy when night falls. This is the county agricultural products live broadcast center, and the anchors relay the local agricultural products - mainly mushrooms, as well as rice wine, white fungus and golden clematis. Each of them wore two ponytails, wore a red shirt, and spoke with a Pingnan accent, with the warmth and heartiness of a mountain girl.
Tian Xiaoyu, the "No. 1 person" in the live broadcast room, is used to such growth. There were many repeat customers in the live broadcast room, and when they placed an order, they left a few words of greeting, and Xiao Tian said "Thank you, sister" in a hoarse voice. For a few days, everyone's voices were a little hoarse, but the volume remained the same. This is directly reflected on the monitor next door, where the sales curve climbs as soon as each live stream begins.
Many highly educated talents have also returned to their hometowns to do "new farm work". In the year of confusion, Yang Muwang, a doctor of architecture, returned from Shanghai to his hometown in Jingde County, Anhui Province to raise native chickens in southern Anhui. He cooperated with 30 local family farms to establish a model of "enterprise + farmer cooperative" to promote the development of Jingde's local chicken breeding industry chain in the direction of standardization and sustainability.
Jingde is located in the hinterland of southern Anhui and west of Huangshan, with a forest area of 750,000 mu and a forest coverage rate of 692%, which is one of the areas with the highest negative oxygen ion content in the Yangtze River Delta. The good natural environment made it a key ecological function area, and Yang Muwang decided to engage in breeding and specialize in raising chickens.
After the chickens are raised, how to sell them is another problem. So, Yang Muwang started to be an online anchor in June 2021. Today, "Dr. Yang Fresh*** has more than 260,000 fans on the live broadcast platform, and the repurchase rate of the product has reached 70%, which is already a household name in Jingde.
In the past year, only Douyin e-commerce helped sell 47 agricultural products300 million orders, an average of 13 million packages are sold to various places every day, and many e-commerce platforms such as Kuaishou also have outstanding achievements in helping farmers and rejuvenating agriculture.
Be a bridge of connections.
Ke Bingsheng, former president of China Agricultural University, said that Internet technology and short live broadcast platforms play an important role in helping the comprehensive revitalization of rural areas, especially to help the development of modern industries, effectively establish the direct connection between the production and marketing of high-quality characteristic agricultural products, and better help the majority of producers to plant well, raise and sell well, and better meet the growing needs of consumers for a better life and beautiful food, which plays an increasingly significant role.
In this process, the live broadcast platform has become a bridge connecting the countryside with the city and with consumers across the country. Tour guide Xiaozhuang from Putuo Mountain, Zhejiang, has been working in the tour guide industry for 17 years, he is familiar with the "Putuo Mountain Chronicles", and is familiar with the story of Putuo Mountain. Since 2020, he has shared the story and scenery of Putuo Mountain online, using storytelling to integrate the local human history and natural geography into the short**, which has attracted the attention of more than 5 million fans. His "out of the circle" has affected a large number of tour guides, and more and more tour guides have begun to follow Xiaozhuang's example, create their own ** account, and combine online and offline content and services. At present, more than 3,000 tour guides on Douyin have opened accounts to take everyone to "cloud" tourism, which has also driven the sales of offline travel products.
Blogger Qiu Yue is from Sichuan, initially working in the assembly line of a factory in Shenzhen, and she and her husband are living in poverty. Later, they decided to go home to start a business, opened an account, and filmed themselves at home farming and doing farm work. Once because of a grinding bean curd**, the number of fans increased by more than 500,000. With the growth of fans, they decided to use Douyin e-commerce to play the brand of Chuanxiang Qiuyue. In the first live broadcast, more than 10,000 orders of Chuanxiang Qiuyue radish were sold, which was well received by netizens. Akizuki said, there is no 100% satisfactory product, but I want to be 100% satisfied with the service. She hopes to make more "mountain goods in the headlines" in her hometown and sell Sichuan agricultural delicacies to the whole country.
Jin Wencheng said that unlike the reallocation of traditional factors of production to drive rural development, the Internet platform injects new vitality into the countryside through technological innovation and content transmission, and data as a new factor of production bursts out with amazing power. Through the Internet platform, rural residents can more easily obtain information and expand economic channels, and rural products can also cross the barrier of time and space through the Internet platform and quickly enter the global market. Under its unique social model and content creation ecology, Douyin actively contributes to the economic and social development of rural areas, becoming a bridge connecting urban and rural areas, and providing new possibilities for rural development. (Reporter Che Hui).
*:Worker**.