the whole industry chain of production, processing and sales is linked, and taotian group invested 2 billion to support the harvest season
2024-09-09
한어Русский языкEnglishFrançaisIndonesianSanskrit日本語DeutschPortuguêsΕλληνικάespañolItalianoSuomalainenLatina
zhu yao, reporter of chao news client
in front of us is a "harvest" caravan loaded with agricultural products. specialty agricultural products from all over the world are being seen by consumers across the country through the lens of taobao anchors.
on september 7, the 2024 china farmers' harvest festival golden autumn consumption season was held in tianjin. taotian group invested 2 billion to support the harvest festival, linking the entire industry chain of production, sales, and processing, and the integration of the three industries helped promote the high-quality development of agriculture.
at the same time, taotian group launched a number of farmer-benefiting plans, including the "rest assured seedlings" plan, the "digital business to revitalize agriculture" plan, the "harvest china tour" traceability live broadcast plan, and the domestic soybean support plan. it also launched the "new quality agricultural ceo" creation camp, and through talent cultivation, it has doubled the business of 100 agricultural innovation companies.
taotian group invests 2 billion to support the harvest season
relevant person in charge said that taotian group has actively responded to the call of the ministry of agriculture and rural affairs to help farmers during the harvest festival. during the harvest festival, the "harvest" caravan will cross ten provinces, go into rivers, lakes, seas, farms and orchards, and conduct hundreds of live broadcasts to trace the origin of the produce, bringing agricultural products from the fields to the tables of consumers across the country, allowing fellow villagers to feel the joy of the harvest.
the "rest assured seedlings" program creates a new standard for seedling trading
high-quality seedlings are the key to a good agricultural harvest.
during the harvest festival, taobao launched the "rest assured seedlings" development support plan. it is expected that 2,000 types of rest assured seedlings will gradually enter taobao from mid-september. the quality of seedlings will be checked from the source of supply to ensure the survival rate and freedom from diseases and pests, helping farmers to improve the success rate of planting. specifically, taobao will work with local agricultural and rural departments, agricultural technology promotion centers, agricultural research institutes, etc. to jointly select seedling merchants with quality assurance to ensure the supply of authentic products. at present, the first batch of rest assured seeds and seedlings have been settled in important agricultural production areas such as guangzhou, kunming, and shouguang. the platform will mark the products selected for the "rest assured seedlings" plan with exclusive logos, and consumers can buy them by looking for the "rest assured seedlings" label.
taotian group launches a number of farmer-benefiting programs including the "rest assured seedlings" program
in addition to ensuring the quality of seedlings, taobao also provides farmers with a rich selection of agricultural materials and tools, covering agricultural production activities such as pepper, strawberry and other fruit and vegetable planting, edible fungi, chinese medicinal materials and other specialty planting, pig, cattle, sheep and other livestock and poultry breeding, fish, shrimp and crab and other aquaculture. consumers in remote mountainous areas can also easily purchase agricultural materials and tools, obtain professional planting and breeding technical guidance, and increase production and quality. through promotional activities such as the spring farming festival and the autumn harvest purchasing festival, agricultural producers can purchase production materials on taobao at a price of less than 10% off every day.
in addition, taobao also provides farmers with agricultural technical services including seedling transplanting, fruit-bearing management, and warming and insulation through live q&a and crop breeding guides.
semi-trusteeship model helps open up new channels for deep processing of agricultural products
the real harvest is when the pockets of the villagers are full.
taotian group's semi-trusted factory business tao factory officially joined the supply of fresh food in march this year, giving full play to the advantages of e-commerce semi-trusted services, providing e-commerce service capabilities for farms and orchards, breeding bases, and farmers and merchants, and opening up new upstream channels for the deep processing of agricultural products. the commission for fresh food is discounted by more than 50%, and that for primary agricultural products is only 0.6%.
during this year's harvest festival, tao factory launched the "digital commerce to revitalize agriculture" plan, focusing on the agricultural characteristic industrial belts in hunan, hubei, ningxia, xinjiang, yunnan and other five regions, and incubating 10,000 hot fresh food products. in tao factory, a canned tomato from changji, xinjiang, became a hot item with sales exceeding 100,000 in less than half a year.
in changji, it is now the tomato harvest season, and the more than 2,000 acres of tomatoes planted by farmer xu bin are in the peak harvest period. due to the increasing orders on tao factory, his tomatoes were locked in early, and the harvest time of different varieties of early, mid and late ripening tomatoes was arranged. the planting area has increased from more than 300 acres at the beginning to more than 2,000 acres now.
tao factory sells hot canned tomatoes at changji raw material planting base
in may this year, with the help of ali's rural charity commissioner, yu hailong's factory in the chestnut industry belt in qinglong, hebei, came into contact with tmall supermarket's own brand "miao manfen". as an agricultural product processing factory, its online operation capabilities are indeed not as good as other merchants. for hailong, what it needs to do is to supply goods, and the online operation part can be completely handed over to "miao manfen". yu hailong started the cooperation with a try-it-out mentality.
previously, yu hailong sold ordinary chestnuts. under the guidance of the "miaomanfen" team, he changed to organic chestnuts, and the size was increased from 10 small packages to 20 small packages. from the "launch" in may to the "explosion of orders" in july, the sales volume tripled every month. now the daily sales volume is stable at 30,000 yuan, and it has exceeded 1 million in july. with the rapid increase in the number of orders, yu hailong further reduced the cost of packaging materials and logistics, and the profit has room for improvement.
in september, qinglong had a good harvest of chestnuts, and yu hailong gave more purchase orders to his fellow villagers. "what touched me most was that many platforms actually stopped cooperating with us once. generally, if the profit indicators did not meet expectations, they would not be able to continue the cooperation. but we kept trying different channels on taotian until we made a real 'hot product'. it was a great help not only to me, but also to the entire qinglong chestnut industry belt."
live broadcast and shelf driving drive boost agricultural products sales
industrial revitalization is the top priority of rural revitalization.
during this year's harvest festival, taobao tmall food and fresh launched the "harvest china tour", with live broadcast traceability as the core scene, spanning ten provinces, connecting the core fresh food industry belts across the country, including heilongjiang rice, inner mongolia beef and mutton, xinjiang apples, jiangsu hairy crabs, shandong prawns, zhejiang swimming crabs, fujian honey pomelo, shaanxi kiwifruit, sichuan pomegranates, and henan sweet potatoes. the industry organized live broadcasts by experts, store broadcasts, and small stores in the industry belts, invested hundreds of millions of traffic to support the explosion of transactions in the place of origin and drive farmers' income. during the harvest festival, taobao tmall's fresh food live broadcast sales are expected to increase by more than 50%.
taobao tmall food and produce "harvest china tour" launched
taotian group's "harvest" caravan turned the launch ceremony into a promotion meeting for tianjin's specialty agricultural products. multiple live broadcast rooms were opened at the same time, and tianjin's agricultural products such as xiaozhan rice, haihe dairy products, and huaqi hawthorn juice were delivered to the tables of people across the country.
this year's spring tea season, taobao has driven a substantial increase in the spring tea category through live broadcasts of origin tracing, and spring tea from all over the country is hot on taobao. platform data shows that in march 2024, taobao's spring tea live broadcast sales increased by more than 80% year-on-year. on march 29 alone, 1,500 taobao accounts simultaneously broadcast spring tea, of which more than half were live broadcasts of origin. more than 100,000 kilograms of tea were sold through live broadcasts in one day. among the transactions of taobao spring tea on that day, more than one-third of consumers placed orders from the live broadcast room.
during the harvest festival this year, taotian group actively responded to national policies and launched a domestic soybean support plan. it joined forces with soybean production companies such as longwang and yuwang to promote through all channels through live broadcasting and marketing, thereby driving the hot sales of domestic soybean ice cream, soy milk, soybean oil and other soybean products.
relying on the platform advantages of taobao and tmall, taotian group has formed a unique "live streaming + shelf" dual-wheel drive model for agricultural product sales. live streaming has created popular products, word of mouth has attracted repeat purchases, and it has expanded the upward channel for agricultural products in a down-to-earth manner. the successful experience has been gradually replicated to specialty agricultural products in various places, truly helping the revitalization of the industry and promoting sustainable and high-quality development of agriculture.
(all pictures are provided by the interviewees)
"please indicate the source when reprinting"
