Hunan Daily All Media Reporter Zhuo Meng Jiang Hongli Li Yan
“Huping waterfalls, peach blossoms fall at the entrance of the cave. Hugang flows clear water, and it is a great victory over Danxia.” Dasheng Village, Hupingshan Town, Shimen County, northwest Hunan, has a typical Danxia landform and boundless scenery.
At the foot of Dasheng Village and in the northwest corner of Hupingshan Market Town, there is a Dasheng Village. The current Dasheng Village is formed from the merger of the original Dasheng Village, Shangmoshan Village and Xiamoshan Village, with 483 households and 1485 people.
The hills in the village are continuous, and the industrial development was stagnant for a time. Since 2008, Dasheng Village has vigorously developed pig breeding and tea planting. Now the whole village raises more than 3,000 pigs, and the annual income of 1,200 mu of tea is nearly 5 million yuan. The original barren villages were panned for gold, and every household lived in small buildings. More than 300 households had cars, and their living standards continued to improve.
The increasingly perfect infrastructure and the continuous development of the planting and breeding industry have given birth to new forms of business in the countryside. Wu Xuefeng, the son-in-law of Dasheng Village, started an e-commerce company, set up an e-commerce service site, and used short videos to promote good products in the mountain village. Every year, Dasheng Village and the surrounding villagers increased their income by nearly 1 million yuan, adding icing on the cake to the development of the village.
【Take you to “check in”】
How far can a Tujia wax pig’s trotter in a small village in the deep mountains “walk”?
0.8 yuan per wormwood cake, how much money can the elderly in rural areas earn each year?
In mid-May, the reporter visited Dasheng Village, Hupingshan Town. This seemingly unremarkable and quiet small mountain village constantly refreshes the imagination of reporters. Every year, millions of yuan of agricultural products in the village find the market through e-commerce, climb mountains and rivers, and enter thousands of households.
1. Dashanli opened a husband and wife e-commerce station
From Hupingshan Market Town to Dasheng Village, there must be a shop along the way, and people come and go. Among them, half are daily grocery convenience supermarkets, and the other half are rural e-commerce service stations. The owner Wu Xuefeng and his wife Tang Yawen are busy packing tea leaves. “158 orders have been sent this month.” 40-year-old Wu Xuefeng said with a smile.
Wu Xuefeng’s hometown is in the nearby Dongshanfeng management area. He started the agricultural product business at the age of 16, loading trucks every night, starting from the Shimen Mountains, and arriving at the farmers’ market in Li County. “When I was 18 years old, we once collected more than 3,500 kilograms of radishes to sell. As a result, we were delayed by traffic jams on the road, and others took the lead. A carload of radishes did not sell much.” The radish quickly went bad, and Wu Xuefeng was helpless, “At that time, the traffic was inconvenient, the information was not smooth, and it was difficult to do business.”
Unable to endure the poverty and lack of life, in 2003, Wu Xuefeng went out to work, and later married Tang Yawen, a villager in Dasheng Village. Considering that the elderly at home need to be taken care of, in 2010, Wu Xuefeng gave up his annual salary of more than 100,000 yuan and returned to his hometown to start a business. The couple started a small supermarket in Dasheng Village and a tea factory in Dongshan Peak.
In 2017, Shimen implemented the special action of “e-commerce entering the mountains, mountain products leaving the country” to promote the “Internet + agriculture” marketing model. Seeing that the infrastructure in the village is getting better and better and the logistics are more accessible, Wu Xuefeng and his wife registered and established Dongshanfeng E-Commerce Co., Ltd. on the tip of the tongue in Shimen County.
In recent years, pig farming in Dasheng Village has been booming. In the village, there is 1 large household that produces more than 1,000 live pigs per year, and 10 households that produce more than 100 pigs per year. Large-scale farmers have already connected with buyers, and live pigs are not worried about selling, but some of the live pigs raised by one family are not sold. Wu Xuefeng began to use his own sales platform to help farmers in Dasheng and other villages sell bacon and other agricultural products.
One year, Wu Xuefeng went to Nanping Village, Hupingshan Town, and received 200 kilograms of bacon from an old man, and packaged them for sale. When he went back in the third year, the old man saw Wu Xuefeng and almost cried, “You’re finally here!” It turned out that the bacon at the old man’s house was out of stock in the second year, and he didn’t write down Wu Xuefeng’s phone number. Since then, Wu Xuefeng has become more determined to help villagers solve the problem of agricultural product sales. With Dasheng Village as the center, he purchased unsalable mountain goods everywhere, and went as far as Hefeng County, Enshi, Hubei, and Wufeng County, Yichang, to increase the income of farmers in many areas in Hunan and Hubei.
Now, Wu Xuefeng and his wife not only sell high-quality mountain goods to the outside world, but also collect and manage express delivery to facilitate online shopping for villagers. Since the service station has been connected to new retail platforms such as Xingsheng Select, this small village in the deep mountains has realized “buy on the same day, delivery on the next day”, catching up with the trend of consumption upgrading.
“E-commerce group buying is convenient and fast, and several villagers come to pick up the goods every day.” Tang Yawen said that villagers often buy agricultural materials and tools such as vegetable seeds and camellia seedlings online, as well as fresh fruits such as durian and jackfruit. Some villagers also buy refrigerators, electric grills, liquefied gas stoves and other large items from e-commerce platforms. Some young couples who go back to their hometown for weddings buy their wedding beds online.
2. Short videos become the production of new agricultural tools
“Farmers raise pigs and eat grain and grass. There is not enough grass in this season, so we ‘brush’ the leaves for the pigs to eat.” On May 17, Ye Xiaoqing, a villager in Dasheng, picked the leaves and looked at the camera while picking the leaves. Explain.
Ye Xiaoqing went out to work for 15 years and returned to the village to start a business in 2020. She uses the short video platform as a “window” to promote agricultural products online. After returning to her hometown, her first tea selling Douyin received 16,000 views, and 3 orders were made immediately.
Open Ye Xiaoqing’s Douyin page, there are more than 200 short videos, all of which are used to record agricultural affairs and display agricultural products.
In the spring of this year, Ye Xiaoqing’s family’s 7-acre tea garden sold 100 kilograms of dry tea, the farthest to Hainan Island. Now, she has built a 50-square-meter bacon kang house at home, which can smoke more than 3,500 kilograms of bacon at the same time. She plans to purchase farmers’ self-raised pigs and produce bacon in batches. Ye Xiaoqing insisted on using short videos to promote agricultural products, which was also influenced by Wu Xuefeng from the same village, “My grandmother is in her 80s, and Wu Xuefeng helped her sell a lot of dry goods. Now I will run bacon and tea as the main products, and I will become famous in the future. , sales reach a certain scale, and like Wu Xuefeng, help villagers sell more products.”
Wu Xuefeng used short videos to “bring goods” and started earlier. Soon after returning to his hometown, he added cameras and drones to photograph the mountains and clouds, snowy smog and smog in Dongshan Peak, the overlapping mountains and peaks in Dasheng Village, and the ten-mile Danxia, and posted them on social platforms. In 2018, the short video became popular, and Wu Xuefeng registered a Douyin account under the name of “Dongshan Peak on the Tip of the Tongue”.
The short videos on the theme of rural food beauty and interesting production and life are very popular among netizens, and Wu Xuefeng has gained more than 6,000 followers. Today, his Douyin account has 35,000 followers, and his most popular video has over 7.2 million views and over 60,000 likes.
“Everyone likes these videos. In fact, they like the beauty, sincerity and simplicity of the countryside, and yearn for a better life in the countryside. Every year, there are 2,000 tourists attracted by my videos.” Wu Xuefeng said.
Short videos have become new agricultural tools, and traffic has become new agricultural materials. More than 1,000 short video fans have been converted into regular customers of Wu Xuefeng, most of whom are Shimen people who work hard outside. In 2019, the company’s agricultural product sales doubled year-on-year. Riding the east wind of the mobile Internet, agricultural products such as tea from Dongshan Peak and bacon from Dasheng Village have even been sold to the other side of the ocean.
At the end of March, Ms. Tang, who was originally from Linli and lived in Canada, swiped a short video of Wu Xuefeng’s tea making, evoking nostalgia, and immediately placed an order to buy green tea. Changde villager Yang Xumei, who lives in Singapore, has been buying more than 10,000 yuan of bacon from Wu Xuefeng every year since the year before last. Wu Xuefeng also took orders from Germany, Malaysia, Vietnam and the United States. “I’ve lived most of my life, and I never imagined that if I made a video, a single waxed pig’s trotter can cross the ocean. It’s really a different time!” Zhang Xincheng, a 79-year-old villager, sighed.
“Previously, the price of waxed pig’s head was unaffordable. Wu Xuefeng sold it on the Internet, and a kilogram of waxed pig’s head was sold from more than 10 yuan to more than 20 yuan.” Xu Lianyan, secretary of the Party branch of Dasheng Village, said. Now, Wu Xuefeng sells more than 1 million yuan a year of his own tea, helps farmers sell more than 15,000 kilograms of bacon, and increases farmers’ income by nearly 1 million yuan. He also purchased agricultural products such as shredded radishes and dried peppers scattered by villagers, sold them, or presented them as gifts to enhance the shopping experience of buyers, which not only helped the villagers, but also maintained customer relationships.
3. New inspiration awakens sleeping resources
In the evening, the villager Tan Daoji came to Wu Xuefeng’s store to pick up the goods. She bought a few bags of glutinous rice from an e-commerce platform to make Tujia specialty snack Artemisia Baba.
A few years ago, Wu Xuefeng helped Tan Daoji and other farmers sell Artemisia japonica. Soon, Artemisia Baba in Huping Mountain gained fame and reputation, and Tan Daoji also had his own regular source of customers, allowing his daughter-in-law to post sales information on social platforms. Now, Tan Daoji has continuous orders, and can make more than 1,000 artemisia cakes a day at most. Excluding the cost, it can earn nearly 50,000 yuan a year.
“Nowadays, people live their brains and make money, and we all follow. As long as people are diligent, they will have a good life.” Tan Daoji said that in the past, although the village was close to the market town, the villagers had no sense of doing business, and the agricultural products were all “self-made”. Digestion”; after young people returned to their hometowns and e-commerce entered the village, the villagers’ brains opened up and there were new ways to make money.
Zhang Deming and Luo Layuan also rely on making artemisia cakes to increase their income. The old couple are at home with their grandson, and the son is a migrant worker. “In the past, we also made Artemisia biscuits, but we made less, at most 200 a day.” After Wu Xuefeng helped them sell them, the old man realized, “There are so many people who want Artemisia biscuits!”
Wild artemisia seeds are everywhere on the mountain. After harvesting and processing, adding glutinous rice flour can make artemisia seed cakes. The process is simple and the cost is low. Zhang Deming and his wife get up early and stay up late. Since late February this year, they have sold more than 20,000 yuan of artemisia cakes. “We are old and can still make money without putting a burden on our children.” Luo Layuan said that recently, the old couple has begun to study making green balls, and they have also made a lot of artemisia cakes filled with bacon.
The souvenirs originally made by small families have such a good “money” scene. Xu Lianyan told reporters: “The village is going to build a base for alpine vegetables, a production base for Artemisia japonica, develop cold chain logistics, make good use of e-commerce platforms and short videos, and promote the village’s characteristic agricultural products and characteristic Tujia culture to all parts of the country, so that villagers can more benefit.”
Add “wings” to agricultural products
Bu Yifan (Student of Journalism and Communication Department of Jilin Agricultural University)
This time, as a young observer, I followed the reporters of Hunan Daily to Dasheng Village, Hupingshan Town, Shimen County for an interview. Starting from the urban area of Changde, along the winding winding road, through the endless mountains, it took a full morning to arrive.
In such a remote place, millions of yuan of agricultural products are sold abroad every year, and some are even sold abroad. In the past, this is almost a fantasy.
From the once-closed small mountain village to the brand-new Dasheng Village, the rapid transformation of the village has contributed to the new rural business formats such as rural e-commerce and short video delivery. The increasingly perfect transportation opens up the channel between the countryside and the outside world, and promotes express delivery into the village and agricultural goods into the city, and the mountains and mountains are no longer insurmountable. The media has made tea, bacon, and wormwood cakes to evoke people’s “greedy worms” through the screen, and rural native products have become popular delicacies. “Internet + Agriculture” has opened a new window for farmers to become rich, and the unsellable local goods in the past have been attached with “wings” to fly over thousands of mountains and rivers and enter thousands of households.
Wu Xuefeng, Ye Xiaoqing and other “new farmers” keenly captured the opportunities of the mobile Internet era, and used new technologies and new platforms to promote high-quality agricultural products and beautiful rural scenery to the outside world. With the gold and silver mountains of the villagers, Xiaoshangou rejuvenates with new vitality.
Looking at the current Dasheng Village, one after another, small western-style buildings are looming in the mountains, and cars are running on the village road. Stroking the green tea trees and smelling the refreshing tea fragrance, I can’t help thinking.
I am a student of the Department of Journalism and Communication. The teacher once described in the class “new media e-commerce helps rural revitalization”, and now it has become a vivid and real case before my eyes. As a “quasi-media person”, I should give full play to my strengths, combine theoretical knowledge with the reality of rural construction, use new media to tell rural stories well, and call on more young people to join the rural revitalization team and contribute to the construction of my hometown.