Xuwen, Guangdong, the southernmost tip of Chinese mainland, is one of the first small cities in China to feel the spirit of spring. With a history of nearly 100 years of pineapple cultivation, it is the largest pineapple producing area in the country and is known as the "sea of pineapples". Before becoming popular, Xu Wen pineapple, which was overly dependent on offline sales channels, was once blocked in sales due to the impact of the epidemic.From "unsalable fruit" to "rich fruit".In February 2020, it was the harvest season of pineapples in Xuwen, but it caught up with the epidemic. "From Beijing to Xuwen, there are very few ** along the way. A buyer recalled at the symposium, "Especially when I took a boat from Haikou to Xuwen, there seemed to be less than 5 people except the staff." There are few people on the boat, and I have a feeling of chartering a boat. ”On February 19, 2020, under the leadership of Pinduoduo, a special live broadcast to help farmers was launched in the pineapple field. At that time, the county magistrate personally walked into the live broadcast room to help farmers, cut pineapples, ate pineapples, and endorsed Xu Wen's pineapples, attracting more than 300,000 netizens to watch, and nearly 300,000 catties of pineapples were sold out. This live broadcast also opened up business ideas for local farmers, and live streaming and online circulation began to become one of the main sales models of Xu Wen's pineapples.
In the past four years, the "pineapple planting army" has gradually grown into a "pineapple selling army", and Xu Wen pineapple has advanced layer by layer and has become one of the "top streams" in the fruit circle. According to data from the Pinduoduo platform, in the past year, Xu Wen's pineapple sales increased by 60% year-on-year. From the perspective of purchase area, Zhejiang surpassed Guangdong to become the largest province in Xuwen pineapple consumption, followed by Jiangsu, Sichuan and Shanghai, and entered the top five.
In late February, this year's first Xu Wen pineapple rushed to the market. It is understood that this year, the planting area of Xuwen pineapple is about 350,000 mu, the annual output is about 700,000 tons, nearly 15% of the pineapples have been listed, and the fresh fruit ** is stable at 08-1 yuan catty, the purchase price of large pineapple can reach 12 yuan catty.
The sales of fruits are also a barometer of Lingnan fruits. At the recently held 2024 "Shouting the World to Eat Xu Wen Pineapple" event and the "2020·219 Pinduoduo First Field Live Broadcast" review symposium, Luo Hongxia, Secretary of the Xuwen County Party Committee, fully affirmed this live broadcast of helping farmers promoted by the tripartite cooperation of **, the platform and **, "Thank you Pinduoduo for your quick response and full support and participation." Whether it is in Guangdong or in the whole country, this live broadcast has a very obvious demonstration and driving significance. ”
Luo Hongxia pointed out that the action of finding a market for agricultural products online has also been highly recognized and supported by the Guangdong Provincial Department of Agriculture and Rural Affairs, and then it has set off a nationwide trend of live broadcast to help farmers, and the "Xu Wen model" has also become the most popular new model for the development of agricultural e-commerce.
Luo Hongxia, secretary of the Xuwen County Party Committee, summarized and reviewed the "2020·219 Pinduoduo first Tiantou live broadcast". Photo by Shen Zhao.
The county magistrate's live broadcast is a beneficial practice for Xu Wen to lead fruit farmers to try a new path for the upward movement of Internet agricultural goods, and it is also the starting point of Pinduoduo's live broadcast to help farmers. The successful implementation of this 'experiment' also benefited from the creation and establishment of a new model of the '12221' market system for agricultural products in Guangdong. The person in charge of Pinduoduo's relevant business said that in the future, the company will continue to benefit farmers such as zero commission for agricultural products, and improve the ultra-short chain of direct delivery of agricultural products by tilting tens of billions of subsidies, resources such as 10,000 people, and optimization of the first chain, so that consumers across the country can eat fresh and affordable Guangdong agricultural goods, and help farmers increase their income and get rich and revitalize rural industries.
The opening of the county magistrate's live broadcast ignited Xu Wen's vitality and vitality. In just half an hour, it attracted the attention of more than 300,000 netizens, and the two-hour online event was originally scheduled to sell out all 30,000 pineapples, and 20,000 pieces were urgently transferred in the live broadcast room, which eventually drove the sales of pineapples to nearly 300,000 catties. After the live broadcast, the Pinduoduo store of local farmers in Xuwen County accumulated 30,000 fans overnight, and in the past 20 days, a total of 5 pineapples have been sold10,000 pieces.
This live broadcast is a beneficial practice for Xu Wen's local ** to lead fruit farmers to try a new path for the upward movement of Internet agricultural goods, and local farmers have opened their business ideas to learn live broadcast and online store sales. Xuwen pineapple has gradually become a regional public agricultural product brand recognized by consumers across the country, and the online uplink trial of Xuwen pineapple is called the "Xuwen model".
In order to expand the market influence of Xu Wen pineapple and build it into a "city business card", the local government continued to promote digital marketing and cultivated a live broadcast force that could not be taken away. Nowadays, there is no longer a need to promote e-commerce, and more locals are spontaneously doing agricultural e-commerce.
After 95, Xu Wen, a local guy named Zou Ziying, returned to his hometown from Guangzhou last year and tried to start an e-commerce of agricultural products on Pinduoduo, "because I found that many friends around me made money from this." ”
From April to June and August to November, the two pineapple sales seasons, Zou Ziying mainly sells Xu Wen pineapples on Pinduoduo, and the rest of the time he sells local specialties such as Saga fruit, apple bananas, and red heart papaya. Relying on the platform's policies of benefiting farmers such as zero commission for agricultural products, in the eight months to the end of 2023, the cumulative sales volume of the store exceeded 300,000 orders, and the profit also met expectations.
The diversified consumer demand of the Pinduoduo platform has allowed Xu Wen pineapple to find more possibilities. Taking Zou's own 100 acres of land as an example, "In the past, when we went to the offline market, large fruits sold well, but small and medium-sized fruits could often only be sold to canneries or even rotted in the ground; Now, with the help of e-commerce platforms, Zhongguo and Daguo have a broader market, and the overall output value has increased by 10%. ”
Zou Ziying, who tasted the "sweetness" of the e-commerce business, was full of enthusiasm, and arranged a work plan for the new year just after the Spring Festival holiday. This year, he decided to increase investment in the Pinduoduo platform, expanding the number of stores from more than 10 last year to 20-30, while strengthening the control of pineapple quality.
In addition to selling his own pineapples, Zou Ziying also helped nearly 200 surrounding growers sell pineapples last year, and the purchase price was generally higher than that of offline stalls, "For every pound of pineapples we sell, farmers can earn 01-0.2 yuan".
Xu Wen pineapple ushered in a bumper harvest, and the fruit farmers were very busy. Photo by Shen Zhao.
From 2020 to 2022, Xu Wen pineapple ushered in a highlight moment, and the purchase price in the field rose instead of falling, and it broke through 3 yuan jin at the peak, setting a sales record. The "unsalable fruit" that once plagued local fruit farmers has been transformed into a "rich fruit".
At present, the "sea of pineapples" industry is becoming more and more mature, and Xu Wen's "pineapple army" has become a "pineapple army". Buyers and sellers from all over the country gathered here, and large trucks with license plates from different provinces parked on the side of the road, waiting for the pineapples to be loaded and shipped out.
With the help of big data and big live broadcast, it will impact the "world pine".
Xu Wen pineapple was reborn as a Jedi, and he had to mention a set of numeric passwords: "12221".
In 2019, in order to implement the marketing work of Xu Wen pineapple brand building, the Guangdong Provincial Department of Agriculture and Rural Affairs established a "12221" special working group and proposed the "12221" market system, that is, to build "1" big data of agricultural products, set up "2" teams of buyers in sales areas and cultivate brokers in production areas, expand the "2" big market in sales areas and production areas, and plan "2" activities for buyers to enter the production area and agricultural products to enter the big market, so as to achieve brand building, sales improvement, market guidance, variety improvement, "1" package goals such as farmers getting rich.
In the past five years, the working group has always come to Xuwen in the spring to summarize the key points of the stage, bring thinking suggestions, and help fruit farmers sell fruits. Winter is coming to spring, the new season of pineapple is about to be harvested, and the development blueprint of Xu Wen pineapple is gradually becoming clear at the symposium: e-commerce, digitalization, and internationalization have become the key words of the next stage of work.
This year's newly released No. 1 document clearly proposes to implement the high-quality development project of rural e-commerce, promote the construction of county-level e-commerce live broadcast bases, and develop online sales of rural native products. Xuwen County is also vigorously promoting e-commerce live broadcast sales, holding thousands of people training, thousands of live broadcasts and other activities, and striving to become the "first county of live broadcast e-commerce in the country".
In the spring of 2020, the first live broadcast of the county magistrate supported by Pinduoduo kicked off the "Xu Wen mode". Photo courtesy of the interviewee.
Xu Wen County also closely followed the wave of digitalization and launched AI Pineapple, hoping to continue to deepen the "12221 market system construction" of Xu Wen pineapple under the background of the era when data has become a new agricultural material, mobile phones have become a new agricultural tool, and live broadcast has become a new agricultural work, and AI technology is used to help solve various problems such as pineapple planting, preservation, processing, logistics, publicity, and marketing, organically integrate data elements with the whole process of agriculture, vigorously develop new e-commerce formats such as live broadcast and short **, and explore new models of online and offline integrated development.
It is reported that about 316 tons of pineapples have been exported to Russia, Kyrgyzstan, North Korea and other countries this year, of which North Korea is the first export. On February 29, a batch of Xu Wen pineapples from Zhongli Group was also about to be exported to North America. The emergence of AI pineapple Jun provides a platform for Xu Wen pineapple to break through geographical restrictions and become a "world pineapple" from "Chinese pineapple".
In order to make the pineapple industry bigger and stronger, it is necessary to produce and sell "two hands". While smoothing the sales chain, the local government has also actively promoted the diversification of production, continued to explore industrialization, food, and cleanliness, and launched new products such as pineapple grilled fish, fresh-cut small pineapple, pineapple moon cakes, pineapple rice cakes, and pineapple prefabricated dishes. At the symposium on February 29, the participating leaders also officially unveiled the "Xu Wen pineapple prefabricated vegetable raw material direct supply base". This has laid the foundation for Xu Wen pineapple to improve the industrial chain and broaden business channels.
With the popularity of Xu Wen pineapple, the "Xu Wen model" was gradually promoted in Guangdong Province. Previously, Pinduoduo signed a cooperation framework agreement with the Guangdong Provincial Department of Agriculture and Rural Affairs to jointly help Guangdong special agricultural products enter the city, and jointly incubate 50 Guangdong special agricultural product brands, comprehensively helping the "new infrastructure" of digital agriculture in Guangdong Province. From Kaiping duck eggs, Suixi sweet potatoes, Lingnan lychees to Huilai abalone, Meizhou pomelo, and Chaozhou tea, Pinduoduo can be seen behind the rise of these agricultural specialties.
According to the data, in 2020 alone, Pinduoduo has carried out a total of more than 240 live broadcasts to help farmers, covering 29 provinces, autonomous regions and municipalities directly under the central government, and a total of more than 430 main persons in charge of cities, counties and districts have entered the live broadcast room to promote local agricultural (sideline) products, and a total of 6700 million orders to help farmers, and the total sales of agricultural (sideline) products exceeded 41200 million catties, helping 1.13 million rural households.
In the future, Pinduoduo will continue to accelerate the departure of Guangdong goods from the village to the city through measures such as resource tilting and chain optimization, and promote the standardization, branding and digital development of Guangdong's agricultural specialties.
Written by: Nandu reporter Huang Pei.