E-commerce public welfare helps farmers to solve the problem of selling.

"after a week of hard work, 250000 jin of love apples in Jiutu Village, Yongping Township have all sold out, and each household has recovered a loss of about 5000 yuan." Pan Zhe, deputy head of Li County, Longnan City, Gansu Province, breathed a sigh of relief after sending the Weibo message through his mobile client at 10:28 on October 24.

High-quality apples are hard to sell because of the disaster, and the fruit farmers are very worried.

"when Deputy County Mayor Pan came, I was worried." On the afternoon of October 16, when Pan Zhe, who went to the countryside in Jiutu Village, Yongping Township, walked into the home of Wang Ruidan, secretary of the village branch, Wang Ruidan was full of worries: on the same day, several non-local apple buyers came to the village. After seeing the apples, the price was too low, only 0.5 yuan per jin. "everyone wants to sell the apple for money, but the price is only 1 / 3 of the previous year."

"Lixian Apple" is a national geographical indication protected product. It is one of the 32 high-quality fruit production base counties, 60 high-quality apple production key counties and 5 high-quality apple production key counties in Gansu and one of the pollution-free agricultural producing areas. Apple is not only the characteristic pillar industry of Jiutu Village, but also the main source of income for the villagers to shake off poverty and become rich. Wang Ruidan said: at present, there are 450 mu of old orchards in full bloom and 1400 mu of new orchards that begin to hang fruit one after another, and the annual apple output can reach nearly 700000 jin, of which about 550000 jin of high-quality and commercial fruits with a diameter of more than 70 mm are sold to Guangdong, Shanghai and other places, while the rest of the residual fruits are sold to local fruit juice factories. "there is no waste at all. All the apples have turned into income and put it into everyone's pocket."

"but the situation this year is completely different." Wang Ruidan said that in the past, apples sold for 2 yuan per jin at the best price and about 1 yuan to 1.5 yuan at the lowest price. His family's 4 mu old orchard could earn more than 60,000 yuan or 70,000 yuan in previous years, but due to natural disasters such as hail this spring, most of the apples in the village were greatly reduced after the disaster, and the harvested apples were covered with scars left after being injured by hails. after the merchants who often came to the village to buy apples, they turned their heads and left one after another, and the apples were very difficult to sell.

"if you can't sell it any more, you can only sell it all to the juice factory for 20 cents a jin, and you can't even get the cost back." Wang Ruidan expressed the melancholy of him and the villagers.

"I picked up the apple from the villager's house and tasted it. It was sweet and delicious, and it tasted good. It was a pity that such a good apple could not be sold just because of the scar on its face." Pan Zhe immediately promised the villagers to find a way to find a market, and said with Wang Sanhu, party committee secretary of Yongping Township, who went to the countryside together, "each of us is responsible for 5000 jin, and we will help think of a way through personal relations."

Pan Zhe promised to the farmers because he wanted to help them sell apples with the help of Longnan's fast-growing government Weibo, Wechat and e-commerce in recent years. "at first, I didn't want to sell all the apples that were overstocked in the homes of the masses. I just wanted to try to sell as much as I could, and try my best to help them recover some of their losses."

Government Weibo, personal Wechat and e-commerce hand in hand, love relay to help farmers

"Today, when I went to Jiutu Village, Yongping Township, more than 400 mu of apples were hit by hail this spring, leaving little holes in the fruit noodles. Now that the apples have been picked, they taste as sweet and delicious and cut open the same ice sugar heart, but because the fruit noodles are not good, no one cares about them. Seeing that a year of hard work has gone to waste, the cadres and masses are very anxious. I was also very anxious with the secretary of the township and the secretary of the village branch. " At 03:58 on the 16th, Pan Zhe posted the difficult situation of selling apples in Jiutu Village to a WeChat group called "Apple margin" that he joined.

The message sent by Pan Zhe attracted the attention of WeChat group friends. "affected by the disaster?" The group immediately asked with concern, and the siege net immediately decided to cooperate with Lixian to sell the affected apples. At 5pm that day, siege launched the topic of Weibo: "(apples are hard to sell) worried the villagers." Now the siege net is free to sell 49 yuan for 10 jin, and all the expenses are transferred to the villagers without leaving a penny. This blog is the proof! "

"49 yuan for apples packed in 10 jin is the lowest cost price we have calculated." Pan Zhe said that due to the geographical bias and the long journey, the express delivery fee for a box of 10 jin apples costs 16 yuan, and the cost of the packing box is 7 yuan. Plus the labor cost, tape and wear and tear of handling, the total cost is close to 50 yuan.

On the evening of the 16th, Pan Zhe, who returned to the county seat, immediately found five young people, including Kang Weiqi, who set up an online store on Taobao and started his own business, and discussed with them about selling in the "Lixian Apple Store" on Taobao. Kang Weiqi acted quickly. According to the photos and information provided by Pan Zhe, they made a meticulous product presentation and named the sale as "Love to help Farmers".

At 09:10 on the evening of the 16th, Pan Zhe posted a request for help on his personal Sina Weibo, his first Weibo recommendation message. "Thank you for your love, buy delicious love apples and help the fruit growers in Jiutu! Lixian County, Gansu Province, love apple e-commerce to help farmers new flowers, beef fruit ice candy heart special price of 10 jin free delivery. "

After sending the first Weibo post, Pan Zhe retweeted @ hundreds of bloggers in agricultural products, food and marketing. At that time, he did not know that the help messages he sent through multiple channels had been fermented across the country with the help of the Internet. After the netizen "Food Industry Jiang Kun" forwarded the order, his bloggers began to track the recomment purchase. Ten minutes later, his friend Nobita Gourmet, who has 1.59 million followers, retweeted the Weibo. "an hour later, the order changed from more than 60 to more than 180!" More than two hours later, there are already more than 500 orders! "

That night, "Love to help Farmers" sold 20,000 jin!

In the early morning of the 17th, Longnan City's government Weibo "Longnan release" forwarded Pan Zhe's Weibo, further speeding up the spread of the "love to help farmers and apples" campaign on the Internet. On the same day, after receiving Pan Zhe's request for help on Wechat, our correspondent in Gansu also participated in this public welfare action to help agriculture, and forwarded it not only to the newspaper colleagues but also to the newspaper colleagues. Seeing the message forwarded by the reporter, Lin Chunyu, senior vice president of Beijing Tuos Information Technology Co., Ltd., mobilized in Wechat moments. His Wechat friends in Beijing, Guangzhou and other places quickly ordered more than 1000 jin of love apples: "Love apples were sent, which was accompanied by a thank-you note written by the village committee. Apart from being hit by hail, the apple was almost sold. It tasted very good. I ate one for lunch. It was sweet and crispy, and it was very good! "

To 09:29 on the evening of the 17th, after a 24-hour national relay with netizens' love, Yongping's "Love Apple" sold 110000 jin through e-commerce. Pan Zhe thanked through Weibo: "Today, the people of Jiutu Village enthusiastically gathered together and happily discussed how to choose and load the fruits tomorrow, so that the loving apples can be better delivered to everyone." Now the people in the surrounding villages are also eagerly looking forward to the continued passing of the baton of love. "

On October 18, Taobao took the initiative to contact Taobao online stores "Lixian Apple Store" and "Longnan Pavilion with Chinese characteristics", offering free advertising space for "Love Apple" with a large area, good location and worth more than 500,000 yuan to help promote. At noon on the 21st, Lixian Apple launched the first coke on the home page of Taobao "Tiantian Special offer", "characteristic China" and "Huijiao" at the same time, setting off the best part of the second best-selling. At this time, "Love helps Farmer Apple" still has nearly 100000 jin in stock. At the same time, netizens "Food circles Jiang Kun" and Sina both contacted the relevant personnel of the "Love to help Agriculture Apple" campaign to support their action; in addition, the daily Gansu Network, CCTV Weibo, Great Northwest Network and other media also joined the "Love to help Agriculture Apple" campaign.

Public welfare helps farmers to give birth to the brand marketing effect of agricultural products

"this is something I never thought of before." Pan Zhe said that although Lixian "Love to help Farmers" has become a hot "star" on the Internet this week, with people constantly calling or sending private messages to order apples, they chose to stop the operation on the 24th. Because all the apples in the hands of the affected farmers have been sold out, the task of "caring to help farmers" as a public welfare action has been completed.

"I never expected that at first, I just thought it would be good to sell a few thousand jin. Without the help of government Weibo, personal Wechat and e-commerce, I would not have dared to think that all these hundreds of thousands of jin of affected apples would have been sold at the same price as a good apple." Relevant statistics show that the original Weibo of "Care for Agriculture Apple" in Lixian County has been forwarded more than 10, 000 posts, commented nearly 3000 times, and Weibo topic has been read more than 11 million times. The two Taobao online stores have a total turnover of more than 24000 orders, and micro-stores have more than 1000 orders, with a total transaction volume of 1.3 million yuan.

The action of "caring to help farmers" has become so popular that many netizens regard the event as "the most successful e-commerce case in Weibo's history to help farmers".

"in fact, with the continuous heating up of the action of 'caring to help farmers', by the end of the activity, it has changed from an emergency public welfare action to a network marketing activity for normal characteristic agricultural products." Pan Zhe believes that the success of the "Love helps Farmers Apple" campaign is due to the fact that when the government Weibo released the situation of the affected fruit farmers, it paid attention to combining with e-commerce and adding links to online stores to make it more convenient for netizens to place orders; second, the local government Weibo construction has gradually formed a matrix, and its credibility makes the background of the action more credible. The most important thing is that the quality of Lixian apple has been widely recognized. From 21th to 24th, Taobao introduced more than 5 million visitors to Lixian Apple sales store, which greatly improved Lixian Apple's network awareness and brand influence.

"this should be the best Weibo public service to help farmers in history," said netizen Jiang Kun in the food industry. " Netizen Minnan e-commerce circle said that the action of "caring to help farmers and apples" shows that local governments can do a lot with Weibo, and it is a case worth analyzing, grasping the main points of micro-marketing, hoping to become a brand and achieve good results again next year.

The brand publicity effect of "Love to help Farmers Apple" campaign on Lixian and Lixian Apple continues to release. A relevant person in charge of the local government told reporters that the "Love to help Farmers Apple" campaign organically combines government affairs Weibo, personal Wechat, and e-commerce, integrates mutual resources, produces a huge superposition effect, and walks out a new path. spawned the brand effect. At present, many large dealers and supermarket chains have taken the initiative to contact Lixian to discuss procurement business.