After a live broadcast, Camellia oleifera can sell dozens of orders, and six or seven local chickens can be booked, and three or four are finally sold. "The volume of the live broadcast room is not particularly good, and the turnover is not high, but it can more or less open sales channels for the villagers. ”
Text丨Beijing News reporter Luo Yan.
Editor丨Yuan Guoli.
Proofreading丨Liu Yue.
This article is 4013 words and 6 minutes to read.
I met Xu Lizheng through the short ** platform.
From May last year to the present, Xu Lizheng has released 52 short **, which has been praised 380,000 times, more than 6,300 fans. Such data is not eye-catching, but in my hometown of Longchang City, Sichuan Province, he is the first person to open a self-** account as a village cadre.
Dafokan Village, Shiyanqiao Town, is 15 kilometers away from Longchang City. Born in October 1996, Xu Lizheng has been engaged in rural grassroots work for nearly 7 years and is currently the secretary of the first branch of the general party branch of Dafokan Village.
Display landscapes, flowers and plants, deal with land compensation, resolve brother disputes, prevent telecommunication fraud, and take ...... photos for the elderlyXu Lizheng's short ** is based on local materials, in the field, at the intersection of Yuanba Road, in the way of oral explanation or scenario interpretation, presenting the true appearance of rural Sichuan.
This was followed by live streaming. In the live broadcast room, Xu Li is promoting local agricultural products such as camellia, rapeseed oil, local chicken and duck, and he also learns to sing and dance, trying to get more people to pay attention to and share the live broadcast room.
The young village cadre said that the purpose of these attempts is only one: to attract fans, get traffic, broaden the sales channels of agricultural products, and help villagers increase their income.
Xu Li is sitting in front of the vegetable patch and shooting a short **. Screenshot.
"Xu Li is staying in Shenzhen and Chengdu for a few months. In order to take care of his grandparents more conveniently, in November 2016, he decided to return to his hometown. In the spring of the following year, he joined the public welfare post of the town's ** and was responsible for poverty alleviation.
In January 2021, his identity was changed from a poverty alleviation person in the town to the secretary of the first branch of the general party branch of Dafokan Village, "The transformation of rural landscape, agriculture, forestry and animal husbandry, housing census, forest fire prevention, grain subsidies, returning farmland to forest, and other work directly dealing with villagers are all the work I am responsible for." ”
How to promote rural revitalization is something that Xu Li is thinking about for a long time. In his hometown over the years, he has seen an old woman who went out to sell peaches at four or five o'clock in the morning, "People in their seventies and eighties still have to work so hard to live, and it is very sad to watch." ”
As early as 2017, the outlet, which made him want to move, but at that time, several friends felt that there was no future and were unwilling to participate, so Xu Lizheng, who was a "little white", had to give up.
Until April last year, after brushing the ** of the youth returning to their hometowns and starting a business team in a neighboring village, Xu Lizheng contacted the other party and asked if he could go to study. After learning about his original intention of making an account, the partners of the entrepreneurial team expressed their willingness to provide guidance and help free of charge.
In this way, Xu Lizheng went to the neighboring village as soon as he was free to observe how the entrepreneurial team filmed, from script to copywriting, from shooting to editing, which angle is better, what picture is clearer, and he slowly mastered the basics.
It was Xu Lizheng's turn to shoot, and he discussed with his partners in the entrepreneurial team and wanted to introduce himself and Dafokan Village first. Because it was the first time he appeared on the camera, he was a little nervous, he didn't dare to face the camera at the beginning, and he forgot about the village situation that he knew by heart.
But the first ** made 420,000**, which is not within Xu Lizheng's expectations. The most commented he received was "Do you want to be an influencer?" Later, he responded to this through another short **: "I want to be an Internet celebrity, I want to make Dafokan Village a household name." ”
The best data was released on July 30 last year, and he expressed his desire to reduce the burden on the villagers, "At that time, I was still working overtime, and everyone told me that ** exploded, and I saw that comments and likes were rubbing along**, and the amount rose from 100,000 to more than 840,000, beyond imagination." ”
In the first four months, Xu Lizheng's ** was filmed with the help of the entrepreneurial team, and he would send the content and written text in advance, and the other party would repair it and eliminate the saliva.
In September last year, Xu Li Zheng began to take charge of the camera himself, and when he went out on tasks such as starting construction of the reservoir and surveying the road, he would plan the general scene, and sometimes ask his colleagues to help him press the start button.
Xu Lizheng's frequency of updating short ** is not high, and there are only a few on average a month. After stopping the update for more than a week, some fans will ask him in private messages if he is still doing it. He said that on the one hand, it was because he was busy with flood control and other work in the later stage, and on the other hand, his shooting speed was also relatively slow, and he would reshoot any shot many times if it was not ideal.
Xu Li is filming on the hillside. Screenshot.
Singing, dancing, learning Mandarin.
In July last year, as the account accumulated a certain number of fans, Xu Lizheng's live broadcast room was launched.
He usually schedules his time at around 12 noon and 7 pm in his spare time, and the sessions last 2-4 hours. In the evenings, he would go live to the startup team and borrow their cameras and sound cards to ensure quality.
After 57 live broadcasts, the live broadcast had to be suspended in October last year because he was too busy with his own work.
At first, the goal of the live broadcast room was to attract more followers. Some villagers who work outside will frequently ask about the changes in their hometown, and Xu Lizheng introduced the customs and development status of Da Fokan Village; Some villagers left a message saying that they wanted to see if their mother-in-law was healthy, and Xu Lizheng would also come to shoot on purpose.
10 people, 60 people, more than 200 people, then 180 people, 20 people, the number of viewers in the live broadcast room is not very stable. Because he can't fully understand the rules, sometimes Xu Lizheng hasn't noticed which sentence or word is violating, and the live broadcast room has been restricted, and has even been blocked several times.
How can we make the live broadcast room have an atmosphere and retain people? Xu Lizheng also learned filming skills and speaking styles from other village cadres. He found that there was a secretary Yongmei in Hunan who did a good job in the live broadcast, "The people in their village are singing, and their popularity is very high, and I also learned from it." ”
Xu Li Zheng began to show his singing voice in the live broadcast room, he sang the songs of Andy Lau and Wu Bai, and now he is learning the repertoire ordered by the audience, and the incomplete singing of the five tones makes the audience laugh. "They will laugh, and if they laugh, they will share it in the live broadcast room, commenting that although I don't sing well, I am willing to sing and fight. ”
It didn't take long for him to teach himself the popular dances on the performance platform, refreshing interesting and interesting things. "Aren't your village cadres playing mahjong every day, how can they still have time to broadcast live? When such barrages float by, Xu Li Zheng will explain that he is helping farmers, and sometimes there are too many doubts, and he is tired of responding.
Considering that there are netizens from outside the province in the audience, Xu Lizheng feels that he should still use Mandarin to do live broadcasts, he often asks the people around him to communicate with him in Mandarin, and in order to correct the full mouth of "Trump", he also asked a friend who hosted a wedding to ask for pronunciation standards. Gradually, his Mandarin went from "hitting the brain" (Sichuan dialect, meaning to make people feel headaches) to the level of "improving".
On the evening of February 5, Xu Lizheng (left) dressed in ancient costumes participated in the promotion of the New Year activities in his hometown on the account of the local Bureau of Culture and Tourism. Screenshot of the live stream.
From antipathy to recognition.
Big Buddha Kan Village covers an area of 75 square kilometers, the latest population is 2,703 people, and only about 1,400 people have stayed in the local area for a long time, most of whom are elderly and children. Xu Lizheng, who is in his 20s, is a little baby in the eyes of the older villagers, "At first, they will think, what can you do? Or, are you collecting money under the banner of village cadres? ”
Villagers are indispensable in the countryside, but not everyone is willing to appear.
Sometimes, when Xu Li was documenting his work, the villagers would show disgust at the filming, "They would say don't come and shoot me." "The scene is deduced, although the plot is based on the real case in the village, but it is also necessary to ask actors to reproduce it," the villagers will feel embarrassed, or worry about the bad impact on themselves. Some villagers think that Xu Li is "not doing his job".
In addition to the incomprehension and non-support of some villagers, Xu Li is not proficient enough to shoot short ** is also a current difficulty. "The familiarity needs to be explored again, and the ideological work of the villagers must be carried out slowly. ”
Camellia oleifera, rapeseed oil, native chicken and duck ......After counting the number of special products available for sale in advance, the village's agricultural products have been put on the shelves one after another.
Xu Lizheng said that since the account has not yet registered a business license, the live broadcast room adopts the sales model of online promotion and offline trading, that is, the audience who is willing to buy explains the need through the background private message, and Xu Lizheng then informs the villagers to let the two parties trade on their own. For the elderly who do not know how to use electronic payment, Xu Li is listing the documents, collecting the money on behalf of the seller, and then converting it into cash and handing it over to the seller.
He said that the feasibility of this is that the main body of shopping is currently local city residents, and it is convenient to make an appointment at a time and place to pick up the goods. In addition, it can dispel other people's concerns about making the difference in the middle.
After a live broadcast, Camellia oleifera can sell dozens of orders, and six or seven local chickens can be booked, and three or four are finally sold. "The volume of the live broadcast room is not particularly good, and the turnover is not high, but it can more or less open sales channels for the villagers. Xu Lizheng said frankly that in the face of such a method, some villagers are more disgusted.
Once, a netizen in the city ordered a grain chicken raised by Shi Dapeng (pseudonym), an old man in the village, and after Shi Dapeng sent the chicken to the market, he was "released the pigeon", and neither he nor Xu Lizheng could contact the buyer. Shi Dapeng, who felt that he had been deceived, was very angry, and Xu Lizheng hurriedly apologized and explained to him. When the anger subsided, Shi Dapeng said to him: "Xiao Xu, it doesn't exist, someone will tell me next time someone buys it." ”
Xu Lizheng recalled that there were several times in this situation, and some buyers minded the wormholes on the vegetable leaves, "because the vegetables in the village were not sprayed with pesticides, so the appearance was affected." ”
A poverty alleviation household in the village is the target of Xu Lizheng's attention. Previously, Xu Lizheng applied for various subsidies for him, and later went to count the local chickens that could be sold, and when he really got the income, the attitude of poverty alleviation households towards Xu Lizheng changed, "They think that I am thinking about them, not fake." ”
At present, the processing of the business license of the account is in progress. Xu Lizheng said that online trade fairs for sending agricultural products to other places are gradually on the agenda, "and we are constantly making the villagers trust us, and we are doing something for them." ”
The door lock of the old man in the village was damaged, and Xu Lizheng and his colleagues helped the old man to go home through the back door. Screenshot.
"Da Fokan Village used to be a poor village, with 982 households, 146 of which were poverty alleviated households. In recent years, the village has actively used abandoned land to develop the collective economy, established vegetable bases and camellia planting sites, invested in black goat breeding bases to enjoy dividends, and rented out urban facades to collect rent.
Xu Lizheng introduced that the collective economic income of the village has increased from a few thousand yuan to about 60,000 yuan in 2023, which is already at an upper-middle level compared with the surrounding villages.
Xu Lizheng's monthly salary is 2,400 yuan, which has gradually risen from more than 700 yuan.
His wife often asked him how he persevered, "I told her, 'Feelings.'" Xu Lizheng's wife works as a ** in Longchang People's Hospital, and her income is more than twice that of him, "Without her support, I would definitely not be able to persevere." ”
His wife once suggested that Xu Lizheng go out to earn money, and he replied: "Most of the people in the village are at home, and the team members are also aging, so it would be very good if our young people had fresh ideas to change their hometowns." ”
Are you really going to do it? The wife asked. "Yes. Xu Lizheng affirmed again. "Okay, I may not be able to provide much financially, but spiritually I support you. The wife said.
On the eve of the Spring Festival, the villagers reported the problem of water outages at home, and on February 8, Xu Lizheng and the villagers pulled the water pipe to solve the problem. Photo courtesy of the interviewee.
Xu Lizheng knows that in addition to villagers and netizens, among the leading cadres at all levels in Longchang City, there are also people who are paying attention to his ** and live broadcast, "Everyone doesn't know how long you can do it, whether it will 'overturn', so we are all more careful, whether it is to make an account or develop infrastructure, we have to do it step by step." ”
During the Spring Festival, Xu Li was in charge of duty at card points, fireworks control, forest fire prevention, reservoir inspection and other shift work. When the pace of work slows down after the Spring Festival, he plans to reactivate the previously shelved online market plan to sell the village's green and pollution-free agricultural products to more and farther places.