Xinyang Mao Jiancheng "Net Red"

In the Xunhe District of Xinyang City, Henan Province, Zhou Zuhong, a state-level tea master who is nearly seventy years old, repeatedly pondered one thing - why an old craftsman who has experienced the world cannot win a fledgling little girl.

Zhou Zuhong's so-called "opponent" is his 24-year-old granddaughter Xiao Junjing.

In 2019, Xiao Junjing returned to the village after graduating from Zhengzhou University. As a descendant of the tea family, she used advanced concepts to undertake the heavy responsibility of "online live broadcast sales of Xinyang Maojian".

"Since trying e-commerce marketing, tea products have changed from traditional large bags (boxes) of tea to exquisite and independent small packaging products, and the advantages of convenience and branding have gradually emerged." Talking about the Xinyang Maojian brand he founded, Junjing and Tea, Xiao Junjing's eyes shone with the light of youth.

How to boost the popularity and influence of Xinyang Maojian? She decided to test the waters of online e-commerce sales.

In order to make traditional skills and Internet technology fly together, she explains the history of tea, promotes tea culture, and popularizes the efficacy of popular science tea by pushing original articles on social media, disseminating online videos, and live streaming with goods, and strives to make new expansion of the sales channels and quality connotations of Xinyang Maojian green tea. It is precisely because of the love and focus of "net red" Xiao Junjing for Xinyang Maojian tea that her works have attracted many young consumer groups and also attracted the attention of many media.

Xiao Junjing couldn't imagine that even foreign friends praised her tea quality. On June 9th, the "Discover the Most Beautiful Tea Town on the Silk Road" campaign launched by the Department of Culture and Tourism of Henan Province and Xinyang City was launched in Xunhe District. Ambassadors and counsellors from many countries in China tasted Xiao Junjing's handmade tea, not only praised her tea art performance, but also purchased tea souvenirs online through the Douyin platform.

In the process of promoting the high-quality agricultural products in his hometown to go out, Cheng Jidong, general manager of Changdong Commerce and Trade Co., Ltd. in Xinyang City, Henan Province, also took the Internet express.

Chen Zhenjun, a dealer in Xinyang Maojian, said: "We have been doing e-commerce sales of 'Xinyang Maojian' in Zhengzhou. Due to the guaranteed product quality, the momentum of netizens' orders is very strong, and the sales volume is extremely prosperous. ”

"Through the 'online + offline' model, we have established multi-channel and deep-ground cooperation with tmall, JD.com, RT-Mart, Dennis and other supermarket brands, opening up a new retail model." In addition, we have joined hands with big brand e-commerce platforms to open online live broadcasts. Through online orders, we also export tea to countries along the 'Belt and Road' in Africa, Europe and other places. In the next step, I hope to give full play to the brand effect of Xinyang Maojian through e-commerce live broadcasting, so that Xinyang Maojian can sell Henan, sell to the whole country, and sell to the world. Cheng Jidong said.

Relying on unique resource advantages and good location advantages, Xunhe District has set up an e-commerce office, united a number of express delivery companies to promote the development of the tea industry, cooperated from online brand promotion, offline logistics guarantee and other channels, and set up a direct express delivery site in the tea picking township tea market to communicate the last kilometer of Yang tea sales. With the rapid growth of the number of active stores and online turnover of online enterprises in Xunhe District, the district will also build an e-commerce training base to carry out on-site training, live broadcasting and incubation of e-commerce, so as to cultivate talents and accumulate strength for the development of e-commerce in the district. (Economic Daily-China Economic Network reporter Xia Xianqing correspondent Dong Yong)

Source: Economic Daily