Xuancheng University returned to his hometown to become a "swineherd" to build a new brand of "Internet + Black Pig"

When many rural children jumped out of the farm gate and wanted to fight for their own world in the city, Wang Xiaohui, a college student, plunged back to the countryside and became a "pig herder". In the past three years, Jinluyuan Ecological Farm founded by Wang Xiaohui has successfully bred "Jingzhou Black Iron"(commonly known as Jixi Black Pig), a national-level protected variety of livestock and poultry germplasm resources, and established Jixi County Taoshi No.1 E-commerce Co., Ltd. with an annual output value of more than 5 million yuan, ranking among the leading enterprises at county level of agricultural industrialization. He was also awarded as Excellent Entrepreneurship Youth in Jixi County.

Last summer, Wang Xiaohui's story of starting a business attracted the attention of the provincial media.

An accidental opportunity, the idea of raising "Jingzhou Black Iron"

Wang Xiaohui was born in Wufengpo Village, Jinsha Town, Jixi County in 1990. In July 2012, after graduating from Anhui Electromechanical Vocational and Technical College, he applied to a network company in Wuhu City to do network management with a monthly salary of more than 2000 yuan.

A chance opportunity, Wang Xiaohui in a local supermarket display cabinet, saw a kind of ecological black pork actually sold to fifty or sixty yuan per catty, the salesman said the sales are very good, let him be very surprised. He immediately thought of a kind of "Jixi Black Pig" in his hometown, also known as "Jingzhou Black Iron"."The price of black pigs is so good. Raising black pigs will definitely make money. Can we open a farm dedicated to raising black pigs?"

When this "inexplicable" bold idea popped into his mind, he was shocked. He thought to himself, is such expensive pork better than the pork raised in my village? So, whenever he had time, he searched the Internet for information about these high-priced pigs. Finally, it was discovered that these pigs that could be sold at high prices had one thing in common, that is, these pigs were all well-known local pigs. They were kept in farms, eating coarse grains and raising cycles several months longer than ordinary commercial pigs.

Later, Wang Xiaohui made another questionnaire and used his spare time to do market research. After investigation, a conclusion is drawn: with the improvement of people's living standards, the public's demand for pork quality has also increased, from the past food and clothing type to nutritional, functional, green and healthy type. "The pork on the market now is white pig that is sold quickly for about 4 months. The taste and texture of the meat will definitely be defective." After comparison, Wang Xiaohui determined that the prospects for original ecological breeding were excellent. The thought of wanting to be a "pig shepherd" in his heart also became stronger and stronger.

A bold and aggressive effort to resign and go home to raise pigs

In the Spring Festival of 2013, Wang Xiaohui, who went home for the Spring Festival, told his parents about the market situation of ecological black pigs and his idea of going home to raise black pigs. Unexpectedly, his father, who had been a pig broker for many years, fully supported him and encouraged him to do it boldly and do it best.

With the support of his family, Wang Xiaohui is confident. He quit his job in Wuhu and returned to Wufengpo Village Group, No.38 Bridge Village, Jinsha Town, Jixi County, to organize pig farms with his parents. Before this, the family had transferred more than 100 mu of economic forest in a local mountain dock called "Qiankengwu", and now it happened to raise black pigs in this mountain dock.

The father and son raised hundreds of thousands of yuan to build roads, erect power lines, divert water from the mountains down the mountain and build simple pigsty. In May 2013,100 purebred black sows and 4 black boars were introduced from Jiapeng and Jingzhou in Jixi Black Pig Breeding Area, and "Jinluyuan Ecological Breeding Professional Cooperative of Jixi County" was officially established.

In order to learn technology well, Wang Xiaohui also specially applied for Anhui Agricultural University animal medicine major, hard study breeding technology, busy farm and university run at both ends. At the same time, he skillfully uses local original ecological resources and adopts unique "new breeding method": mainly native black pigs and native chickens, breeding in deep mountains, breeding cycle of more than one and a half years, eating coarse grains and weeds, drinking clear spring in mountains, this new breeding mode ensures the purity of products.

Slowly, as the scale expanded, he encountered a funding "bottleneck." At this time, the helping hand extended to the college student "pig shepherd," Xuancheng City Human Resources and Social Security Bureau also gave him a 200,000 yuan low-interest loan to start a business, encouraging him to become bigger and stronger, to be an example for college students to start a business.

By the second half of 2014, the first batch of commercial pigs bred by the farm in that year were successfully listed for six consecutive years. Although this little black pig bred in the wild has not been on the market for a long time and has not been advertised, some merchants in Hangzhou, Zhejiang and Shanghai still track and inquire all the way through the Internet or friends to ask for goods. During the Spring Festival of 2015, more than 200 small black pigs were ordered at one time. This kind of small black pig hair pig is also more than 100 jin, customer orders are to go to hair, bloodletting after the whole pig bought away, an average of about 40 yuan per catty, popular with customers, a hit.

A novel promotion to launch the "Internet + Black Pig" brand

After the success of the initial test, Wang Xiaohui faced a series of problems such as high supermarket entrance fee sales cost and difficulty in improving brand awareness in the short term.

For this reason, Wang Xiaohui made use of his network marketing and computer professional knowledge to conduct in-depth research on Internet application services such as B2B e-commerce and O2O network marketing mode. At the same time, he carefully organized an online store in combination with his accumulated experience and contacts in network management in network companies and the characteristics of products.

The online store takes "the most authentic mountain taste" as the signboard, and puts on shelves "baby" all ecological ingredients from Wannan Mountain City, promising to "achieve the whole process ecology, all sources can be seen". Its products such as wild boar meat raised in deep mountains, native chickens raised on hillsides and native eggs quickly won the network market, and the proportion of online sales of cooperative products has exceeded 50%.

In May 2015, Wang Xiaohui registered and established Jixi County Taoshi No.1 E-commerce Co., Ltd., and connected with Shanghai "66 Neighborhood Direct Supply" platform of Sifang E-commerce to further open up the online sales market. At present, Wang Xiaohui produces 600 or 700 "Jixi Black Pigs" every year. In addition, Wang Xiaohui raises ducks in the river near the farm and native chickens on the hillside of "Qiankengwu". The annual total output value has reached more than 5 million yuan.

What is more gratifying is that Wang Xiaohui successfully completed the course of Anhui Agricultural University, obtained undergraduate degree and achieved double harvest in career and study. Speaking of the next step, his goal is very clear: by the end of 2017, he plans to build a large-scale ecological breeding base with an annual output of 5000 black pigs, absorb more than 100 farmers, realize the advantages of centralized operation, and create a new brand of "Internet + black pigs".