Cultivate characteristic brands, expand value-added space, develop e-commerce well, and sell agricultural products well
2023-09-04
In Gutian County, Ningde City, Fujian Province, rows of insulated greenhouses are nestled amidst the mountains, filled with cultivated edible mushrooms. For a long time, this land with unique natural conditions has become the "capital of edible mushrooms in China". Nowadays, through e-commerce platforms, live streaming and sales, mushrooms have emerged from the mountains and entered the dining tables of thousands of households. Recently, 9 departments including the Ministry of Commerce jointly released the "Three Year Action Plan for County Commerce (2023-2025)", proposing to promote the high-quality development of rural e-commerce, vigorously develop rural live streaming e-commerce, cultivate "local specialty" e-commerce brands, and encourage rural e-commerce entrepreneurship and employment. In the future, more and more mountain goods and local specialties will be popular on e-commerce platforms. Small farmers are walking in the intelligent temperature and humidity controlled tremella mushroom greenhouse in the large market. Huang Zhongsheng, the general manager of Gutian County Zhongju Agricultural Development Co., Ltd., opens snow-white ear flowers one after another to confirm the growth status of tremella mushrooms. Our tremella has been sold in live streaming rooms such as Dongfang Selection and making friends, and is very popular. "Huang Zhongsheng said that from January to June this year, the company sold 600000 units of Gutian tremella products through e-commerce platforms. This kind of sales volume, in the past, nobody dared to think about it. In Gutian County, many families have been living on mushroom cultivation for generations. 70% of the agricultural population in the county is engaged in the production, supply, and sales of edible mushrooms. 70% of the total agricultural output value in the county comes from the edible mushroom industry, and 70% of farmers' cash income comes from the edible mushroom industry. Huang Zhongsheng's company has established an agricultural cooperative that collaborates with villagers to grow tremella and engage in the mushroom industry. Previously, the sales channels that cooperatives connected to were mainly supermarkets, agricultural markets, deep processing factories, etc. in various regions, with long payment collection times and layers of intermediaries. Until 2020, the cooperative began to test Tiktok e-commerce, and the situation has changed. With the help of e-commerce platforms, products can reach consumers' dining tables directly from their country of origin at a more affordable price, "Huang Zhongsheng said. In live streaming rooms and short videos, more people have learned about Gutian's edible mushrooms and its various ways of consumption. "For example, our tremella can not only be used to scramble eggs and make Broth of white fungus, but also we can do video tutorials to teach people to use tremella with fruits, milk, yogurt and other homemade desserts, and many users praise and place orders." Data shows that from January to June this year, with the investment of special resources such as "Mountain Products on the front page", the sales of edible fungi in Tiktok e-commerce increased significantly. Among them, the sales of edible mushroom products in Fujian Province increased by 178% year-on-year, and the number of product models increased by 117% year-on-year. Not only Gutian tremella, but in recent years, agricultural specialty products such as Yantai apples, Jingzhou fish cakes, and Beihai duck eggs have become popular on e-commerce platforms. Experts believe that the development of rural e-commerce is in full swing, and traffic can be converted into sales. On the one hand, scattered small farmers have connected to the large market, opening up channels for agricultural product sales and entry into cities; On the other hand, the rapid integration between the "front-end" of agricultural products and the "back-end" of consumers has led to a new model of seamless integration between production and sales. Live streaming has become a new agricultural practice, and when traffic becomes "new agricultural materials," live streaming has become a new agricultural practice. In Luoshayang Village, Pingnan County, next to Gutian County, Tian Xiaoyu, the "Little Tian Girl", is a well-known live streaming sales leader from afar. Post 95
Edit：Hou Wenzhe Responsible editor：WeiZe
Source：people.cn
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