Rural Taobao Rural Culture Festival: live broadcast in four provinces on the same day

On August 10, the live broadcast on Taobao was particularly lively. From 10:00 to 7 pm, Internet celebrities, partners in rural Taobao, and local people in Zhanyi, Tongxiang, Henan, and Suning, Hebei Province successively showed to netizens the original natural environment, culture and art, as well as high-quality agricultural products, in a real-time interactive and playful way.

This is a part of Ali's first Rural Taobao Rural Cultural Festival, which is still in full swing. What is the Rural Culture Festival going to do? What kind of rural strategy does it reveal about Alibaba?

The four provinces broadcast together, and the live broadcast of Xianghong used the strength of flood and famine.

The live broadcast of red in Zhanyi Township of Yunnan Province officially began at 10:00 on August 10. Flower cake is a unique delicacy in Yunnan. Do you know how flower cake is made? Online celebrity anchors and village partners took netizens to pick roses, make flower cakes and rose sauce, and dance with local people dressed in distinctive national costumes in the beautiful landscapes. Beautiful and delicious, there are five colors of rice, pure natural plant dyeing, the famous Yunnan Cross Bridge Rice Noodle is naturally needless to say. What is more interesting is that with spicy chicken, local children compete to catch native chickens, while adults set up firewood stoves to cook delicious, with strong national flavor and hometown flavor.

According to Wang Hui, who is in charge of the rural Taobao township red live broadcast project, in addition to Yunnan Zhanyi, three other provinces are also conducting live broadcast on the same day, with not only the display of local products, but also the introduction of stunts, art and culture, and eco-tourism routes, which will be displayed one by one in the follow-up cultural festivals. "in the form of live broadcast, we will show the agricultural products, culture, and scenery of the countryside to consumers, and in an interactive and fun way, we can directly bring the source of production and production technology to the eyes of consumers, so as to buy while watching." Wang Hui said.

In Zhaogang Township, Gushi County, Xinyang City, Henan Province, Gushi chicken, duck, goose, skin and sesame duck eggs are all local characteristic agricultural products. The mission of nearly 190000 fans on Taobao live broadcast is to display these products in front of netizens and let more people know and buy them. Starting from 3 p.m., beautiful anchors set out from the Gushi Chicken Museum in Zhaogang Township Ecological breeding Park, acting cute while showing netizens Gushi's ecological environment and high-quality agricultural products, and personally feeding free-raised chickens, catching chickens, and collecting eggs, and actively interacted with netizens to send Gushi agricultural products to netizens who answered questions correctly. The two-hour live broadcast attracted nearly 30,000 netizens to watch.

In Tongxiang, Zhejiang, lotus seed soup is a famous local dish, and picking lotus among lotus flowers has become an indispensable project. Sanzhenzhai beef, which has a history of more than 160 years, represents the life of the people in Lao Tong Township. At the same time, Tongxiang is also rich in chrysanthemums. People who have been to Tongxiang to drink chrysanthemum tea all say that Tongxiang's chrysanthemum tea is more fragrant, and that the anchorman catches ducks in the Lotus Garden and uses beef with refreshing chrysanthemum tea during the rest. Shu Dong Honey in Suning, Hebei Province is as famous as local martial arts, so after taking netizens to the tree hole to cut and shake honey, the anchors also showed you a wonderful local martial arts performance and presented a pipa performance.

The reporter learned that this is one of the links of Ali Rural Culture Festival. Alibaba's first Rural Culture Festival takes "pleasure in the countryside" as the theme, takes the culture with rural characteristics as the tone, takes rural Taobao as the landing platform, and selects four counties across the country to participate in the live broadcast of agricultural products on Taobao, showing the rural specialties and culture with their own characteristics, east, west, north and south in a real-time interactive and playful way.

Rural cultural festival, there are goods, arts and public welfare

Wang Yongsheng, a partner in rural Taobao in Ali, currently works at the rural Taobao service station in Bali Village, Gushi County, and is also one of the anchors of this live broadcast. He said that on December 28 last year, the service station officially settled in Bali Village to provide free online purchasing services for local people. "at the beginning, ordinary people are also skeptical and worried. After we continue to do work, when people really benefit, they begin to be willing to believe and repurchase products."

Purchasing products for villagers is only the most basic work of the service station, and other industrial services include online payment, Ali financial network loan, Ali health network medical treatment, and so on. This live broadcast is a move to help villagers improve their agricultural products. "at first, what we did was to divert high-tech products from cities to the countryside, but now what we do is to help people sell high-quality agricultural products. The first is to help people save money, and the latter is to help them make money. "

It is reported that in the past two years, the village Taobao opened in rural areas has covered 29 provinces and 300 counties. According to Ali's internal statement, the opening of 16000 village Taobao points shows that rural Taobao has basically completed the construction of the three networks of "heaven, earth, and people" in local government cooperation, basic channel construction, and partner recruitment. It is with nearly 16000 villages and their partners that undertake the work of the basic organization of the cultural festival. Activities in various sectors, including education and medical care to the countryside, rural tourism, the inheritance of folk craftsmen 'skills, folk dance competitions and county expositions, will be launched throughout August.

With regard to this cultural festival, Zhao Yuhong, deputy magistrate of Gushi County, believes that this is of great significance in raising the network popularity of Gushi agricultural products and opening up sales channels for agricultural products, and also provides an e-commerce shortcut for the poor people in the county to shake off poverty and become rich. it has provided a strong help for the county to win the accurate poverty alleviation station of e-commerce. Zhu Xuejun, deputy director of the standing Committee of the County people's Congress, is also full of expectations for the development of e-commerce. He believes that Gushi, as a state-level poor county, has tight working hours and heavy tasks, and e-commerce poverty alleviation is an important measure for industrial poverty alleviation. The development of Gushi e-commerce industry can effectively sell Gushi agricultural products, achieve the increase of farmers' income and the development of food processing industry, promote the employment of poor households out of poverty, and promote the development of e-commerce industry to a new level.

"three Centers", the Direction of Village Amoy 3.0

Alibaba's first Rural Taobao Cultural Festival consists of five chapters: rural art, folk dance competition with the most regional characteristics, rural product, the most storytelling specialty and delicious food, rural scenery, the most beautiful cultural tourism route, and the most ingenious representative of cultural heritage craftsmen. Rural love includes two aspects: education and medical care, education is super classroom, summer camp, health is telemedicine and public welfare donation.

Prior to the live broadcast, the cultural festival opened on August 8. On the same day, in the classroom of Yatuan Village Primary School in Zhanyi County, Qujing, Yunnan Province, more than 60 rural children were watching a live video broadcast to watch a teacher as far away as the Beijing Nature Museum to explain how China discovered the first dinosaur fossil. In addition to Yatuan Village, in nearly 16000 villages that also set up village Amoy sites, children can watch the courses through video equipment located in the village Amoy sites and interact with the teachers in real time if they want. This is the first lesson of the "super classroom" prepared by Alibaba's rural Taobao for left-behind children, and it is also the simple opening ceremony of Alibaba's first rural cultural festival.

According to Wang Hui, the Rural Culture Festival was officially launched on August 8. On August 10, it is a live broadcast of agricultural and special products and local art and culture, and there will be a series of folk dance competitions that will last until September 25. From the 23rd to 25th, there will also be offline activities such as the Agricultural products Expo and the Folk Dance Finals, which will last for one and a half months.

Sun Lijun, partner of Alibaba Group and vice president of the group, said that the Cultural Festival sets up a platform to access Ali's e-commerce, agricultural uplink, health, travel, and entertainment business line resources in the course of various activities, so that the two ends of the platform connect urban civilization and rural culture. When the two form two-way circulation, it is the opportunity for rural development.

After experiencing the 1.0 version of purchasing agency and the 2.0 version of full-time partner recruitment, upgrading the village Taoban to "three centers" is the direction of the 3.0 version given by Sun Lijun. The three centers are the ecological service center, the business incubation center and the cultural public welfare center. The responsibility that the village Taobao will undertake is not as simple as shopping and selling goods, but to access all the resources of the Ali department from e-commerce, finance, health to entertainment, so as to realize the sinking of the entire service system; and the partners will be transformed into service providers. Alibaba has become the executive terminal of providing daily life convenience, entrepreneurial training and support, as well as a full range of cultural and entertainment services for the countryside.