College students are angry to be village officials. Agricultural products sell happily on the Internet.

The original title: "melons are ripe", a growth story of rural e-commerce

The picture shows Zhang Min inspecting agricultural products in the countryside (file picture).

The picture shows Zhang Min holding the 2015 Bronze Award of the National Agriculture-related Youth Entrepreneurship Competition and the 2015 Beijing "Post Youth loan" Wealth Competition Gold Award.

On April 30, the reporter met Zhang Min, a university student village official in a residential area of Xiaotangshan Town, Changping District, Beijing. He rented a house to work here. Although it is a May Day public holiday, two employees in the office are still working overtime. Zhang Min told reporters that the e-commerce platform he built is mainly promoting Hainan's imperial concubine Mang. "it was just launched at 11:00 last night, and now it is less than 12 hours, and more than 500 copies have been sold." He opened his official Wechat account and showed his achievements to reporters.

The establishment of "melon ripe roots" is inseparable from a TV program "I am a unicorn". In this program, Zhang Min received investment from ZhenFund and the Purple Niu Fund. Before the program was broadcast, the TV station wrote in a promotional text on its website: "Zhang Min, a young entrepreneur from rural Shandong Province, instantly let five majestic tiger investors into Little Sheep mode."

Behind this story that seems to have conquered the investment giant, it is the accumulation of Zhang Min who has been engaged in e-commerce business for nearly a decade.

Have done network marketing and played group buying websites-- from "Ye Lu Zi" to college student village officials

After graduating from college in 2007, Zhang Min came to Beijing. His first job was selling without a base salary, and then he worked as a marketing manager in an e-commerce company, vice president of an agricultural technology company, and even borrowed money to participate in an online marketing studio. But what is very different about him is that he has not been on the "wild road" all the time. At the lowest point of his life, he decided to go to graduate school. In his words, "break your own pattern." with five months to go before the postgraduate entrance examination, he bought 35 books with 1200 yuan and rented a house worth 180 yuan in the blacksmith camp.

"the villagers of the blacksmith camp still spread a haunted story in the middle of the night," Zhang Min laughed. "in fact, that's me, because I often go to the woods in the middle of the night to carry politics, !"

Zhang Min was finally admitted to Beijing Agricultural College with excellent results. with a good mentor and environment, he paid more attention to the research and practice of the rural market, and even founded Eya Group buying Network. He became "the first batch of people to play group buying websites in China", and then published a book summarizing the past experience of e-commerce.

After graduating from graduate school in 2013, he decided to work as a university student village official in Suanzaoling Village, Xiaotangshan Town, Changping District, Beijing. Zhang Min, who was born in the countryside of Yimeng Mountain, is naturally close to the countryside and has a deeper affection for farmers. with such an environment, Zhang Min can continue to dig deep into the opportunities of rural e-commerce.

See the villagers worry about the unsalable agricultural products-- set up "Tangbei Family"

"my hometown is a famous hometown of peaches in the country. When I was a child, my tuition fees depended on my parents' income from selling peaches, but either the peaches were unsalable or the prices were depressed by the peaches, and the villagers could not get the return they deserved." Zhang Min comes from a peasant family and knows very well that it is not easy for farmers.

Since the day he became a university student village official, Zhang Min has been wandering around the countryside every day, with three books (a survey book on the situation of farmers, a record book of entrepreneurial practice of university student village officials, and a work log) and a pen. In particular, it is even more anxious to see the poor efficiency of many rural tourist villages and the unsalable scene of agricultural products.

In the face of this situation, Zhang Min, who has studied online marketing and e-commerce, soon decided to give full play to his specialty. he resolutely took out all his savings of more than 30,000 yuan and developed the Tangbei family, a life service platform in Xiaotangshan town. release convenient information and help farmers sell unsalable agricultural and sideline products. In the two years from 2014 to 2015, he helped farmers sell peaches and other agricultural products through Wechat crowdfunding, WeChat merchants, Taobao and other platforms, totaling more than 3 million yuan, winning himself the nickname "Brother Peach".

Changing passive sales to active Planning-- the birth of "one original, one Product"

In the process of helping villagers sell agricultural products, Zhang Min gradually realized that he could not wait until the agricultural products could not be sold, but to change from passivity to initiative. As a result, he mobilized and United more than 30 university student village officials from all over the country, responsible for agricultural product sales and supply chain management, responsible for agricultural product micro-marketing, as a rural liaison, rural material information collector and rural specialty digger.

It has successively opened five stores on Taobao, namely, olive pie, original fragrance, Yunxinyan, not old and good care, integrated the resources of five villages, created five agricultural special products, and upgraded and integrated "Tangbei people" into a flagship store of one original and one grade.

In the original one-product model, he provided brand incubation services for rural agricultural products and carefully created a bird's nest own brand Yun Xin Yan.

For Miyun university student village official to create the first agricultural special product nest honey brand-not old fashionable goods, and behind the university student village official into a star village official.

Through obtaining the strategic partnership right of Ejiao cake with Shandong Donga university student village officials, we began to plan the national partnership model of one original and one product. Within a month, 50 agents have been developed, of which 30% are university student village officials.

Pay close attention to Hongxiao pear brand planning, packaging design, as well as the production area of humanities, natural ecology, product color and flavor mining, buy out a hundred-year-old pear from an old farmer.

In the active planning, one original and one product began to develop in the direction of making high-quality agricultural products. "the more you work, the clearer it is," says Zhang Min, whose idea of starting a rural e-commerce business has been slowly revised in practice.

Rebuilding consumers' trust system in agricultural products-- starting from a higher starting point of "melon ripeness"

With the injection of investment funds and frequent contacts with leaders in the field of venture capital across the country, the collision of thinking makes Zhang Min rethink the positioning of "one original, one product", only to do agricultural products is far from special. After many rounds of negotiations with investors, from more than 200 alternative names, selected "melon ripe", "one original, one product" revamped, re-positioning and starting again.