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Step into the story behind the business
Different "she narrative", different "net red road"
Written by Zou Shan
Editor/Wen Jie
When the 3.8 festival arrived, the Zigong Rongfeng Company where Gong Xiangtao, the "Peach Sister of Shuzhong", was located, became lively.
Earlier, the company set aside a space in the factory building, set aside rapeseed oil, rice and roses in advance, and Gong Xiangtao, dressed in a white coat, handed holiday gifts to female employees one by one, with a smile on his eyebrows.
Compared with the name Gong Xiangtao, both colleagues in the company and fans who are familiar with her are more willing to call her "Sister Peach". As a rural video blogger with 35 million fans on the whole network platform, the annual sales of "Peach Sister" can reach 200 million yuan. But in front of the camera and in reality, she is almost no different, a small person, exuding a simple and pure, Malican energy.
In recent years, rural video bloggers like Tao Zijie have been active in the fields across China, naturally and vividly showing Wuhua's life and the different scenery behind them in front of the camera.
From becoming popular, to building its own brand, to helping farmers and helping the countryside, it has realized the 1.0 stage of internet celebrity to the stage of brand 2.0, and then to the 3.0 stage of "her economy". They are different from the mainstream sense of urban Internet celebrities, but also different from the "Plum Ziqi" style of pastoral fairies, written a different kind of "her narrative", groped out a different "grassroots Internet red road" - born in the countryside, feeding the countryside.
The footage of influencers is more than just carrying goods
"This turkey is so ugly, just like you, Bao Lichun." Leaning on the ping-pong table in the courtyard, Sister Peach nibbled on the slender soil sugarcane and grinned.
"I'm afraid I'm still a little older than it." The camera is aimed at the turkey with a red crown on its head and shiny black feathers, and outside the camera, the voice of her husband Bao Lichun comes in.
This is the first day of March, "Shuzhong Peach Sister" released a new video, "Bao Lichun Open Chicken Appreciation Conference".
"She is also typical of her own efforts to do, the camera is shooting, and we are happily watching, everyone is watching Li Ziqi is looking at China in the distance, looking at a beautiful pastoral painting mirror, and looking at Peach Sister is more like looking at familiar people around, or even looking at their own lives."
Many people know Sister Peach from this praise of Bai Yansong. But more people, through countless short videos like the one described above, have made connections with the kind Peach Sister.
Pushing open the wooden door of Sister Peach's kitchen, you will be greeted by a simple stove on the cement floor, with a large iron pot embedded in it, and the wall against the stove has long been marked by the fireworks of day after day. Small wooden benches are placed on the side of the stove, and the firewood used for burning is next to the tongs, piled up in the corners. As soon as you look up, your eyes are drawn to the shiny bacon and cured chicken hanging in the corner.
If you walk out of the kitchen and bypass the courtyard of the rural mud house, you can also see the cameras in the courtyard and the simple chicken nest hidden in the corner, or along the path, you can walk into the field full of vegetables, full of green.
These are the places where Peach Sister most often appears, and they are also the scenes that fans are most familiar with through the camera.
Since 2018, Tao Zijie, a native of Zigongrong County, has opened the road of short video creation under the encouragement of her brother-in-law who returned to her hometown to start a business. At the beginning, Sister Peach just wanted to try, "I look average, and I am in a small place, who wants to see?" Even in the eyes of her husband Bao Lichun, this is still a bit "not doing the right thing."
However, from the initial appearance of only cooking, to adding the face-revealing shot of choosing dishes to cook, to adding more daily life and dialect dialogue, the content on the screen is getting richer and richer, the fireworks are more and more sufficient, and it is more and more like what Bai Yansong said about "familiar people and their own lives".
This kind of distanceless video content quickly attracted many fans, and from the first half of 2020, Peach Sister's fans slowly rose from 800,000 to 35 million.
When fans and traffic reach a certain value, monetization becomes a necessary path. This is not only the choice of bloggers "Peach Sisters", but also the needs of fans. But The choice of Peach Sister is different from the mainstream choice of Internet celebrities, first after registering an e-commerce account to set up its own brand, and then in the selection of its own positioning, "not what fire to sell, not what expensive to sell", with products are homegrown agricultural products, including kohlrabi that often appears in front of the camera.
"She economy" with rural change
"The development of Peach Sister allows buyers to purchase a large number of our kohlrabi, and the price given is also good, we sell the kohlrabi in the field, and we can make money without worry." Zhong Zeliang, a kohlrabi grower, became one of the beneficiaries, "Now relying on kohlrabi, the annual gross profit can be about 200,000 yuan." "In the local area, there are 5,000 kohlrabi growers alone, and most of them have been bought throughout the country through the peach sister series of goods to solve the long-term problem of sales difficulties."
With the influx of a large number of orders, Tao Zijie and her Zigong Rongfeng company began to form a mature industrial chain, including more than 1,000 square meters of warehouses, as well as bowl chicken seasoning factory, kohlrabi factory and carton factory and other suppliers. In this process, relying on the brand of "Shuzhong Peach Sister", more than 100 local people have been employed, and the income of more than 5,000 people from surrounding suppliers and farmers has been improved, and local media reported that the sales of series products have exceeded 200 million yuan.
Zhong Zeliang, a grower of kohlrabi
It is worth mentioning that, according to Sister Peach, "some of our warehouse packers are laid-off workers, all of whom are young and middle-aged women aged 30-50, which not only makes everyone feel happy in the process of work, but also increases family income." ”
This is more or less a microcosm of a "women helping women".
Rongfeng Company's warehouse packer Liao Guilan
Liao Guilan, a warehouse packer at Rongfeng Company, was originally just an ordinary housewife like Peach Sister three years ago, trapped in field farming and pots and pans, occasionally taking on some odd jobs, and earning only about 1,000 yuan. But in May 2021, Liao Guilan got the opportunity to re-employment - to work as a packer at Rongfeng Company. Now her monthly salary is 2500 yuan, plus bonus proposals, in addition to social security, the average monthly hand is about 3000 yuan, "the company pays wages on time every month, and there are also benefits during the holidays, which is very satisfied." ”
Obviously, as the head of the rural women's blogger, Peach Sister's lens does not stop at the individual and carry goods, but extends to a deeper and farther direction.
Brand + platform, 1+1>2
"When we first started carrying goods, we stepped on a lot of pits, such as the courier companies we chose to save costs, which often lost or broke down." "Chuanxiang Little Sister", who is also a women blogger of Sannong Video, has publicly shared the difficulties she encountered when doing e-commerce.
And this is actually not an isolated case, Tao Zijie is also worried about logistics problems, "Our products comply with the concept of zero additives, without any preservatives, additives." Do environmental protection, do ecology, the shortest shelf life is only twenty days. "This means that once the logistics is unreliable, on the one hand, it is easy to have a lot of damage, on the other hand, the consumer experience is greatly reduced, and the pressure after-sales will also increase."
If it is only the rural video bloggers themselves, then this is bound to be a game of great disparity in strength.
Peach Sister and the company behind it are also aware of this, and in early December 2021, the Jingdong self-operated store of "Shuzhong Peach Sister" was launched, and gradually entered the Jingdong intelligent warehouse from the beginning of January.
The most intuitive change is that the delivery is faster and the packaging is more standardized. At present, some products under the Tao Zijie brand have adopted Jingdong logistics integrated supply chain services, which are guaranteed by a special service team.
Nowadays, walking into the packaging area of the factory, you can see a professional and efficient industrial line with a clear division of labor, and the packer Liao Guilan is divided into several groups to perform their duties, from clipping anti-fall foam to small pieces of goods, to putting on high-quality standard packaging boxes, and then to the boxes are tied with tape, and four groups are sent to the transmission belt, flowing in the clouds.
In the warehouse, the Jingdong Express brother is packing and shipping
At the other end of the conveyor belt, is the professional courier of Jingdong Logistics, who checks the packaging and sends the courier box to the next station - the express delivery handover.
From the feedback of users, we can also see the effect of specialization, and the current evaluation of the main link products of Peach Sister in Jingdong's self-operated store is 99%. The main positive comments are: the delivery is fast. Because Jingdong Logistics can ensure that more than 97% of the country can achieve 24-hour delivery, it has greatly improved the reputation of Shuzhong Peach Sister. At the same time, Jingdong Logistics gives full play to the advantages of intelligent supply chain integration, combined with big data analysis, and the commodities of Peach Sister cannot be divided into warehousing throughout the country, which greatly improves the competitiveness of commodities.
If you want brands to continue to go out, marketing is often a high threshold in front of rural bloggers. Sister Tao Zi did not expect that this problem was also solved with cooperation with JD.com.
After entering Jingdong, Jingdong Logistics and Shuzhong Peach Sister jointly launched a number of marketing activities, including during the 2022 New Year Goods Festival, together with Jingdong Logistics Southwest Company, launched the "Jingdong Logistics * Shuzhong Peach Sister Joint" product, 2,000 products sold out in a few hours. At the same time, the two sides also combined with local promotion, marketing activities, etc., and at the same time with Jingdong Qixian Supermarket, Jingxi, Jingdong Convenience Store and other platform channels to carry out product sales cooperation docking, effectively helped the brand expansion, to achieve the whole industry of goods from online to offline.
It is not difficult to see that for the brands of rural video bloggers, the accurate support of e-commerce platforms is particularly important. Only when the brand and the platform cooperate effectively can the effect of "1+1>2" be achieved.
From "Peach Sisters" to "Peach Sisters"
Extend your gaze from Peach Sister to the land where she grows, Rong County. If you have not carefully understood, just a little attention from the map, you may be surprised, hidden in the low hills, such a small village in southern Sichuan, how can release such a big charm, feed Sister Peach and let her feed in it happily.
In fact, Rong County, located in the "Yandu", has a solid agricultural foundation and is the first batch of national agricultural sustainable development experimental demonstration areas in China. Looking back at the growth process of Sister Peach, it is precisely by relying on these agricultural strengths that are not well known to outsiders that Sister Peach can have a rich source of goods.
If you look at it more broadly, you can see that in recent years, more and more rural bloggers, especially female bloggers, are emerging in China's vast fields, among them, there are both "Peach Sisters in Shuzhong" in Sichuan, "Mountain Residence Xiaoqi" in Shaanxi, and "Little Sweet Girls" in Xiangxi...
These rural women have their own style in front of the screen. The data shows that in some Internet products with high rural penetration rates, the total number of readings of related accounts that provide information on rural areas in 2018 is 2 times that of 2017 and 4 times that of 2016.
However, in order to make "Peach Sister" not only a successful case, but also to let more and more "Peach Sisters" of the three rural bloggers and more and more local "Rong County" enter the public eye, it still needs a lot of external support.
On February 22, the 19th Central Document Guiding the Work of the "Three Rural Areas" since the 21st century was announced. The document points out that it is necessary to focus on industry to promote rural development, strengthen the integration and development of industrial chain and innovation chain, and promote the construction of sinking supply chains.
On the other hand, it is also inseparable from the support of mature enterprises.
As a supply chain-based technology and service enterprise, Jingdong released the panorama of the "Penfolds Plan" for rural revitalization on February 23, which comprehensively demonstrated the five core capabilities of supply chain, logistics, technology, finance and service of Jingdong's service to the national rural revitalization strategy, and announced the latest progress of the five key projects of "Rural Revitalization • Jingdong Thousand Counties Famous Products", "24 Hours reach of Thousands of Counties and Towns", "One Base, Three Modernizations and Five Flows", "Diagnosis and Beijing Mining" Business, and "Strong Village Action".
JD.com's "Penfolds Plan" has helped farmers increase their incomes significantly
In fact, since the launch of the "Penfolds Plan" for rural revitalization in October 2020, Jingdong has docked more than 1,000 agricultural specialty areas and industrial belts, covering a large number of rural "source goods", opening more than 700 agricultural assistance halls and specialty pavilions, helping remote and underdeveloped areas to expand the sales of agricultural products and handicraft products, and by the end of 2021, it has driven rural areas to achieve an output value of 320 billion yuan, helping nearly one million farmers to increase their income significantly.
Just as the Peach Sister brand has previously carried out marketing activities with Jingdong many times to enhance the brand influence, Jingdong Retail's "Rural Revitalization • Jingdong Thousand Counties Famous Products" project has also been committed to helping build high-quality agricultural products brands by aggregating Jingdong's comprehensive brand marketing advantages.
Among them, in 2021, Jingdong Fresh joined hands with the National Landmark Association of 21 provinces to help various agricultural specialty areas and industrial belts establish production standards, expand market sales channels, and promote local landmark products to achieve a win-win situation in terms of sales and brand sound. For example, after entering Jingdong, The market share of Ningde Yellow Croaker and Yanchi Beach Sheep increased by 500% and 200% respectively.
It is not difficult to imagine that with more and more mature and socially responsible enterprises and platforms conforming to the wind direction of the country's overall policy environment and strengthening their connection and support with the countryside, more and more Chinese farmers will realize that the Internet is connected to the wider world, and fine management and market information are more important productive forces than the hard work of "facing the loess and facing the sky".
Especially for a rural housewife like The former Peach Sister, there will be more possibilities of "her narrative".
END
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