The native chicken is not native. The "native chicken brother" of the post-90s generation is creative in raising and selling chickens.

I first met Yu Peng in his chicken farm in Lion Village Cooperative, Buxian Township, Yueyang County. He had short hair, clear eyes, a few pimples on his face and a shy smile. The 24-year-old has been the legal representative of the cooperative for six years.

There are some coincidences in the process of turning the post-90s into a "local chicken brother". In 2008, Yu Peng's father lost money on his business investment and went back to his hometown to raise 60 native chickens from friends, hoping to raise chickens to become rich. But when he was injured in a car accident in 2010, his son Yu Peng gave up his job in Guangzhou and went back to his hometown to learn to raise chickens. The first thing he did was to register "Yueyang County Lucky Lai Ecological Chicken raising Co-operative".

At first, Yu Peng promoted the "company + peasant household" care model, providing chicken seedlings to farmers free of charge, but farmers dared not accept them. The first person to adopt chicken seedlings was Peng Zeliang, a villager from Beidou Village. He adopted 50 chickens at a time and became the first largest farmer at that time. Lao Peng has made money, Xiao Yu's fame has gone out, and the threshold for adoption has been raised. Now it takes at least 300 to adopt, but more and more people are looking for Xiao Yu.

Yu Peng's cooperative is located in a place called Luo Nei in Buxian Township, and his chicken is called "Luo Nei Native Chicken". "there are native chickens everywhere, but we Rhone native chickens are very different! They grow up on whole grains, long-term stocking, particularly sensitive and physically strong, more like pheasants. Even the locals can't catch them with their bare hands during the day, but only at night. Last time, our co-operative held a chicken-catching competition, but none of them succeeded. " Yu Peng said with a smile that another difference of Rhone's native chicken is that it has its own "visual recognition" system. "every chicken wears a ring and every egg is embroidered, so you can't fake it."

The ring is an anti-counterfeiting anklet, and embroidery is to embroider the words "Rhone eggs" on the eggshell with a laser. Yu Peng said: at present, the one-stop service of "care, recycling, and sale" is adopted, and farmers can use the "one catty to one catty" model to receive chicken seedlings for free, and if they are raised, they can be recycled directly by cooperatives or sold by themselves.

On June 29 last year, Yu Peng registered "Hunan Luonai Ecological Agriculture Co., Ltd.". He broke with the traditional sales model of chicken cooperatives, not only selling offline, but also opening an online store, building a website, and launching six online platforms, including the official account of Wechat. On June 18 this year, the first county-level service center of "Rural Taobao" in Yueyang City opened for operation in Yueyang County. "Luo Nei Native Chicken" once again borrowed power to fully bloom online and offline.

According to Yu Peng, Rooster is now a real "borderless business model", and customers can buy authentic products wherever they are. Over the past six years, this post-90s boy who likes to ride motorcycles in rural areas has developed more than 200 farmers for the cooperative, with an annual output value of more than 20 million yuan. Think first and act to keep up. According to his own idea, Yu Peng has set up a new brand and a new image for Rhone, and also brought real benefits to the folks.