Jilin actively embraces new e-commerce and builds a new development system of ＂characteristic base+online celebrity drive+policy guidance＂
"What is a new e-commerce? What is the new format? Under the support of modern new technology, people, goods, markets and shops of traditional e-commerce are reconstructed with users as the center, which has produced subversive changes and become a new format of development. It is a new format, a new model and a bright road for a businessman and a regional latecomer. In Jilin, which is in a critical period of striving for development, we take the initiative to embrace new e-commerce and new formats … "Jing Junhai, secretary of the Jilin Provincial Party Committee and director of the Standing Committee of the Provincial People’s Congress, won wide acclaim from all walks of life for his speech at the first China New E-commerce Conference on October 9.
According to statistics, in 2020 alone, Jilin Province held a total of 26,400 live broadcasts with goods, with live broadcast sales reaching 1.45 billion yuan. The development of e-commerce started later than that of Jilin, a developed province in the south. Why has it developed so rapidly in recent years? ""Policy guidance, building a base, setting up a platform, introducing projects, cultivating online celebrity, live broadcasting with goods, broadening channels, and innovating models … Groups of keywords, hot live broadcasting with goods, and a series of constantly refreshing sales may be able to give the answer.
At about 9: 30 in the evening, it was raining in Changchun at night. The wet and cold weather didn’t stop people’s footsteps. "Jilin province brand promotion double-creation live broadcast base" is brightly lit and warm. The first China E-commerce Conference online celebrity live delivery project is under way. More than 100 anchors from Tik Tok, Aauto Quicker, Taobao, Xiaohongshu and other platforms broadcast live with goods to help Jilin product sales.
The well-known "Xie Guangkun" actor, "Liu Neng" actor, online celebrity Wang Jue, fake lady Xiaolu and so on all came to the live broadcast room to bring goods live. From 7: 00 pm to 9: 45 pm, only online celebrity youth recorder Wang Jue’s live broadcast room had 8,147 transactions, with 5,884 people, and the cumulative turnover reached 270,400 yuan.
During the live broadcast, Jilin specialty products such as Tongtian Wine, Heyun Dried Blueberries, Hongbaolai Litchi Soda, Haoyue Dried Beef, Northeast Farmers’ Corn Grains, and Goo Goo Bear Cold Noodles appeared in the live broadcast room and were sold well.
Online celebrity anchor brings goods: docking more than 2,000 products from more than 400 merchants in the province.
"Friends who like to eat cold noodles can consider placing an order." "Millet crisp made from local millet in Jilin is sweet, delicious and nutritious." "Hongbaolai litchi-flavored beverage is sweet but not greasy." "Dried blueberries are so refreshing." "Korean spicy cabbage tastes so sour and refreshing."
In each broadcast room, the table was filled with a dazzling array of Northeast specialties. In front of the bright lights of the broadcast machine, Wang Xiaoli, the actor of "Liu Neng", introduced Humboldt litchi-flavored drinks, black fungus, spicy cabbage, hawthorn drinks and other product features in turn, and interacted with fans frequently.
Wang Yu, a teacher from online celebrity, Songyuan, Jilin Province, also came to the live broadcast room. Like other online celebrity anchors, she hoped to contribute to the endorsement of her hometown.
In more than an hour’s live broadcast, Wang Jue frequently quoted classics and golden sentences. He admits that this is his first time to speak for his hometown products in front of the live camera. He is a little nervous, but he is full of confidence.
"I grew up eating local corn and rice, and I know the quality of my hometown products very well, so I am confident that I will be able to express my product characteristics very well."
Talking about the feelings of this e-commerce live broadcast, Wang Wei believes that the anchor’s career lies primarily in credibility. This credibility should be based on the quality of products and fair prices. "It is the responsibility of the network anchor to seize the opportunity to introduce the products from home."
Guo Hongmei, the person in charge of product selection and live delivery operation of this live broadcast activity, and the political director of Jilin Zhihui Supply Chain Technology Co., Ltd. (hereinafter referred to as Zhihui Technology) told the reporter that in order to run this live broadcast delivery activity well, Zhihui Technology gave full play to the advantages of supply chain and platform resources, docked more than 400 merchants in the province, and selected more than 2,000 products, aiming at promoting Jilin’s characteristic products and helping the revitalization and development of new e-commerce in Jilin by means of digital means. The live broadcast of goods will continue, and more anchors will appear in front of the camera to speak for Jilin’s high-quality goods, showing the thriving development of the new e-commerce industry.
Jilin launched a three-year action plan for the development of live e-commerce.
China Economic Net reporter learned that as one of the main types of new e-commerce, in recent years, Jilin Province has seized the new opportunities of new e-commerce in live stream economy, catalyzing new technologies, new formats and new models of digital economy.
According to reports, in 2020, Jilin Province launched a three-year action plan for the development of live broadcast e-commerce, and adopted measures such as building a base, building a platform, introducing projects, educating online celebrity, launching live broadcast, promoting integration, and expanding channels to build a new system for the development of live broadcast e-commerce with "characteristic base+online celebrity driving+policy guidance".
"Holding the first China New E-commerce Conference is of great benefit to our e-commerce industry in Jilin Province," Guo Hongmei said in an interview with China Economic Net reporter. During the actual visit and investigation, we found that agricultural products in Jilin Province are particularly good, such as rice and corn, which are well-known throughout the country. With the development of e-commerce industry in the past two years, black land agricultural products have flown into Jiangsu, Zhejiang, Shanghai and other places.
"Moreover, because our merchants in Jilin directly interact with consumers, understand the needs of consumers, and then continuously improve the service quality and product quality, there are often explosive products, such as ginseng, fungus, mushrooms, spicy cabbage, farmer’s soy sauce, etc. The shipments have been high." Guo Hongmei patiently and meticulously explained to reporters.
"It must be your happiest thing to see that the sales of some live broadcast rooms have exceeded 180,000, and the sales are still hitting new highs?" Facing the reporter’s question, Guo Hongmei, who has been in the e-commerce industry for five or six years, said: "The happiest thing is not the daily sales growth, but the continuous optimization of the e-commerce industry chain through big data, and the merchants’ awareness of quality and integrity is constantly improving. The e-commerce industry in Jilin Province is booming, which is what makes me happier. But I deeply know that this achievement is hard-won, and we have overcome many difficulties during this period. "
Guo Hongmei told a reporter a story: "Everyone likes to eat hazelnuts in the northeast, but the shell is too hard to crack open. Merchants innovatively invented hazelnuts that can be cracked with both hands, but after transportation, the hazelnuts have completely broken away from the shell in the hands of buyers in the south, and consumers don’t buy it. They also teased and said,’ Did you put a squirrel on the box?’"
Guo Hongmei said with a smile, it seems to be a humorous story, but behind it, it is our salesmen who make all parties satisfied by coordinating them. Although it is difficult, all parties in the industrial chain are growing. In the end, the buyer not only put forward opinions but also expanded the seller’s ideas. Later, the merchant packaged the hazelnuts independently, so that the hard shell would not fall off again. The products are also popular, and now the products of this company have become online celebrity products.
In response to a reporter’s question about whether Jilin’s e-commerce development has long-term competitiveness, Guo Hongmei said that with the continuous introduction of favorable policies by the state and Jilin Province, we have ushered in a good opportunity for e-commerce development. At the same time, in the era when everyone can do live broadcast, the extension of the new e-commerce industry chain is smoother.
"The construction of digital supply chain is closely related to logistics. Jilin is located in the northeast, and the logistics cost is high, which lowers the overall advantage of Jilin products to some extent. We fully consider the factors of logistics, and design and establish the mode of "supply chain+logistics+warehousing" in view of the actual situation. Through in-depth cooperation with logistics companies, we can realize the seamless connection between supply chain and logistics delivery, stimulate logistics timeliness and reduce logistics costs. Through the comparison of data in the past two months, it is found that the logistics cost is saved by 11%, the delivery time is increased by 12 hours, and the product praise rate is increased by 4%. " Guo Hongmei told reporters with detailed data, "What our company does is to integrate resources based on demand, support and guide by platform data, build a modular full-chain development model for live e-commerce, help research and development and production of agricultural products, and improve the added value of agricultural products." Guo Hongmei further elaborated that the company started with the guidance of deep processing of agricultural products, the research and development of e-commerce products, the incubation of live talents, and the economic development of online celebrity, hoping to help Jilin Province’s industrial digital transformation through efforts.
Speed up the digitalization, networking and intelligence to create "excellent products in Jilin" and "excellent products in Jilin"
China Economic Net reporter noted that in recent years, Jilin Province has vigorously promoted the construction of e-commerce demonstration cities, demonstration bases and demonstration enterprises, and cultivated characteristic industrial clusters and key enterprises. In addition, strengthen the demonstration of rural e-commerce and boost rural revitalization to run out of "acceleration".
At the same time, Jilin Province has fully implemented the "Three-year Action Plan for the Development of Live E-commerce in Jilin Province (2020-2022)", actively cultivated online live broadcast enterprises and people with goods, built differentiated and distinctive new media live broadcast bases, held live e-commerce summits, forums, live broadcast anchor competitions, live broadcast with goods and other activities with industrial influence, and created "excellent products in Jilin" and "excellent products in Jilin" to promote business entities to break through the traditional marketing model.
This live broadcast with goods is just a microcosm of Jilin Province embracing the development of e-commerce industry. According to statistics from third parties, the online retail sales, rural online retail sales and cross-border e-commerce transactions in Jilin Province have increased by more than 20.0% for three consecutive years. There are three national cross-border e-commerce comprehensive test areas, 28 national e-commerce demonstration counties, 134 national and provincial e-commerce demonstration bases and enterprises, and more than 200,000 active e-commerce companies in the whole network, directly solving 1.663 million jobs and indirectly driving more than 7 million jobs. E-commerce has become a stable economic growth in Jilin Province.
This year’s e-commerce industry performance is still red. From January to July 2021, the online retail sales, rural online retail sales and cross-border e-commerce transactions in Jilin Province increased by 21.7%, 41.4% and 24.1% respectively.
As an old industrial base and a big agricultural province, Jilin Province actively embraces new e-commerce and accelerates the construction of "Digital Jilin". The e-commerce industry has become an important starting point for the steady economic growth, industrial upgrading, urban and rural consumption, mass entrepreneurship, helping farmers get rich and developing foreign trade in Jilin Province.
"Jilin must rely on emerging industries to achieve deep integration and development of the real economy and the digital economy. In the future, emerging industries represented by new e-commerce need to constantly innovate models. " Wang Jiwu, chairman of the Digital Economy Committee of China Network Association and chairman of Qidi Holdings, said with deep feelings.(China Economic Net reporter Su Lanwen/photo)