On the afternoon of July 26, more than one million people watched a live broadcast of "agricultural products" in the Local section's studio. It is a large-scale e-commerce live broadcast event titled "Selecting vegetables and benefiting People in Yanqing" organized by China Agricultural Film and Television Center and Tencent News. It mainly promotes Yanqing high-quality agricultural products regional public brand "GUI Agriculture" and displays the good mountains, good water and good scenery of Yanqing. The event invited Ding Zhangchun, deputy governor of Yanqing District, Guo Jinbo, deputy director of Agriculture and Rural Affairs Bureau, and Han Huimin, president of Beijing Lufulong Agricultural Technology Development Co., LTD., to help Yanqing Agriculture and bring goods live.
It is reported that this live broadcast is a month "Yanqing preferred vegetables benefit the people direct delivery" action of one of the activities, in the live broadcast before the beginning of nearly ten mothers in the community to preheat grass. The activity started from July 20 to the date of live broadcast, and the total exposure of friends circle based on semi-acquaintance relationship reached 87,738 people.
On the day of the livestream, 1,028,000 people watched it and received about 15,000 likes, 1,137 orders and 167,154.2 yuan in sales. 11 minutes after the broadcast, the first order was placed in the broadcast room. With the participation of deputy District Governor Ding in the live broadcast gradually entering the viewing peak, netizens kept mocking the screen in the comment area: "Yanqing vegetables 666, Ding District Aolii."
For Yanqing agriculture endorsement, district leaders into the network broadcast room
With the development of e-commerce, live streaming of goods has become a new agricultural marketing model. Many agricultural leaders and regional leaders have also been "public appearances" to do the live broadcast. At 4pm on July 26, Ding Zhangchun, deputy governor of Yanqing District, and Guo Jinbo, deputy director of Bureau of Agriculture and Rural Affairs of Yanqing welcomed two anchors in the "Guishui Farming" booth. They introduced the development trend of new agriculture and unique green agricultural products in Yanqing for fans.
Ding deputy governor introduced, Yanqing has green mountains, clear water, wetlands, forests, gardens and other ecological resource elements, has been a suburb of Beijing agricultural area. This year, both Beijing residents and Yanqing farmers have been affected by the epidemic to varying degrees. It is incumbent on the district government to ensure Beijing's vegetable supply and help farmers in Yanqing. This "Yanqing preferred vegetables to benefit the people direct delivery" activity through the network broadcast, community instant kill, community group purchase and other preferential ways to provide Beijing citizens with peace of mind quality affordable good dishes.
At the beginning of the broadcast, Deputy Director Guo Jinbo introduced the agricultural development of Yanqing to his fans. It emphasizes Yanqing's unique clean water, pure land and clean air, continental monsoon climate with cold winter and cool summer, and natural environment with beautiful mountains and rivers, which gives birth to rich products and gives natural good taste to agricultural products. The agricultural products produced here are mellow, true green and true organic in taste. The whole grains and fresh fruits and vegetables provided in this live event are naturally ripe and do not contain any additives.
Later, Deputy Director Guo Jinbo also introduced the development model of green ecological agriculture, landscape agriculture, tourism and entertainment industry and cultural and creative industry integration in Yanqing, and showed everyone the fine homesins and lovely cultural and creative products in Yanqing.
Location display, vegetable blind box, agricultural live play new tricks
Different from the past, the live broadcast adopted the form of "indoor product promotion + location visit". With the introduction of the guests in the live broadcast room, the location experience officer led you into the real Liubinbao B&B, vegetable garden, vineyard and other places, so that you could "personally" visit the local good mountains and rivers, special B&B and agricultural base in Yanqing, and you could feel the gift from nature through the screen.
Fresh vegetable products such as tomatoes, cucumbers, zucchini, celery, solanum solanum and color peppers were introduced on the live broadcast, as well as innovative organic vegetable cards. The most eye-catching event was the 9.9 yuan "Blind Box of Organic Vegetables" activity.
Talking about the idea of GUI Farming, Han Huimin, the president of Beijing Lufulong Agricultural Technology Development Co., LTD., which operates the brand, said, Now there are all kinds of vegetables on the market, how to judge whether these vegetables are common greenhouse products or real green organic vegetables? The easiest way is to see it with your own eyes, so the live broadcast has added location shooting. The organic vegetable card and the organic vegetable blind box are the attempts of Yanqing agricultural products to be more "e-commerce" and "young", hoping that agricultural products can bring consumers a better feeling of life, rather than just traditional cooking materials.
From commodity to brand change, "GUI water farming" to promote regional development
As Deputy district Governor Ding Zhangchun said, Yanqing has always been an agricultural area on the outskirts of Beijing, with diverse and high-quality agricultural products. How to make agricultural area gorgeous detransformation, upgrade to new agricultural area? The Yanqing District government has been trying hard to realize in practice that "small farmers in big countries" is still the basic national conditions and agricultural conditions in our country. Small farmers can neither become the main body of the market nor bear heavy responsibilities in innovation. Guishui Agriculture, a regional public brand, came into being and promoted Yanqing agriculture to change from commodity to brand.
GUI Shui Farming takes on the heavy responsibility of agricultural products integration, supply and marketing management and supply chain management in Yanqing region. It not only provides farmers in Yanqing with various types of agricultural information, but also helps them operate efficiently with digital tools and carry out a series of related work such as acquisition, publicity and promotion, marketing, circulation system and base construction in a unified manner. Through digital two-way tracking, the whole link of agricultural products from production to dining table is improved, avoiding the disadvantages of small-scale and scattered management, poor market docking and low profit of traditional agriculture.
GUI Shui Farming takes "green and organic" as the product access standard. It strictly checks the access qualification, standardized production, quality testing and other links to ensure no pollution in the planting environment and no pollution in the planting process. On the basis of strictly controlling product quality, highlighting brand advantages and improving brand premium, it is a veritable new ecological agriculture enabling platform.
Digital marketing ideas to stimulate the new vitality of Yanqing rural agriculture
On July 9, the Ministry of Agriculture and Rural Affairs issued the National Rural Industry Development Plan (2020-2025), pointing out that industrial prosperity is the focus of rural revitalization and a prerequisite for solving all rural problems. Rural industry is rich in connotation and diverse in types. Agricultural product processing industry improves agricultural value, rural characteristic industry broadens industrial categories, leisure agriculture expands agricultural functions, and rural new service industry enriches business types. It is an industry that promotes agriculture, prospers rural areas and enriches farmers.
In recent years, Yanqing District has been accelerating the pace of development from green agriculture to leisure agriculture under the guidance of the concept of ecological civilization and around the guidelines of integrated development of three industries. Relying on natural scenery and cultural charm, it vigorously develops leisure agriculture and tourism agriculture, promotes the integrated development of synergistic industries of "organic agriculture + environmental protection industry + leisure tourism", and also builds "three belt" industrial clusters. Through market-oriented innovation, it integrates cultural and creative industries and recreational activities into new agriculture, improving the quality, efficiency and competitiveness of agricultural development in Yanqing.
Yanqing region has been actively innovating and reforming, integrating digital technology into agricultural development, and establishing the vision of industrialization reconstruction of the whole agricultural products from production area, standardized planting, post-harvest management, supply chain, circulation to consumers. China's agricultural upgrading and development needs a long process, which is exactly the opportunity for Yanqing agricultural market expansion.
Guishui Farming, as a regional public brand in Yanqing District, took the first step. It planted a seed of "Yanqing high-quality agricultural products" in the public's mind through a variety of grass planting methods, and showed the industrial chain more intuitively in front of the public through live broadcasting. It was a new exploration for regional public brand to expand its brand influence and "plant grass and pull up grass". Yanqing District is also a new attempt in agricultural product marketing.
