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Cover journalist Lei Qiang
The annual double 11 is in full swing, and double 11 is becoming the busiest time for Santai County in Mianyang, Sichuan. In the eyes of many local people, this is almost the 25th "solar term" for busy farming in a year.
At noon on November 4th, at the time of meal, in the live broadcast room of Uncle Yang’s flagship store, more than 11,000 netizens were watching the live broadcast. The anchor introduced the local specialty food-preserved sausages. Unexpectedly, the local sausage enterprise, which focuses on hometown flavor, has sold more than 800 yuan from the front line in eight years. After digital upgrading and transformation, it has sold over 100 million yuan annually by taking the new channel of double 11 e-commerce live broadcast, and this gourmet business has gained a great reputation in the local area.
Post-80s entrepreneurs focus on hometown flavor.
With the help of e-commerce and live new channels, the annual sales exceeded 100 million yuan.
In Sichuan, sausages and bacon have always been an indispensable delicacy at Chinese New Year family banquets. Every household has the habit of making sausages and bacon in late autumn. With nostalgia for the taste of the same year, yang hu, born in 1980s, began to ponder this "taste" business.
In 2013, yang hu established the brand "Grandpa Yang", which is mainly engaged in the research and development of cured food. In the workshop of cured food production in yang hu, there is no smoke as expected, but more automatic production lines. He told reporters that at present, his entire production and sales chain is fully realized by digital management, and the company’s products are basically sold through online channels.
"Eight years ago, we quickly opened a store to participate in double 11, but it was too late to keep up with the products and logistics. At that time, we only sold 800 yuan. This year, the first wave of double 11 was sold for three days. At present, we have issued more than 40,000 orders. " Yang hu told reporters that before their production and sales had no data support at all, all the workers were busy with the order. "In the past two years, I have spent my mind on the construction of digital work, and with the help of Tmall, I have given us visual data to guide and manage the delivery, production and sales, and our sales will naturally improve."
Like yang hu, Xiao ‘an, a native of Mianyang born in the 1980s, coincides with the increasing attention of e-commerce platform to regional cuisine, and has stepped on the development trend of hometown cuisine. Around 2017, the local government called on young people in their hometowns to return to their hometowns for employment. The following year, Zhou Xiaoan moved to Mianyang with his team and founded the Shulaji. "Santai County is very different from before. Because of the development of e-commerce, young people can also start businesses and find jobs through the Internet in the county." Zhou Xiaoan said.
According to the current data, the overall sales scale of Mianyang sausage on Tmall in 2021 is twice that of the same period last year. During the period of double 11, the sales of Mianyang sausage increased by 100% year-on-year, and the sales of brands such as Uncle Yang and Shulaji far exceeded expectations.
With consumers’ yearning for a better life and the increasing demand for quality life and high-quality food, the e-commerce platform side hopes to tap regional food and send local specialty food to the table of consumers all over the country. Mianyang sausage, represented by Shu Laji and Uncle Yang, just stepped on the rising trend of bacon in the e-commerce platform and became a large-scale and excellent-quality bacon brand in Santai County.
Expert opinion:
The development of e-commerce industry in small towns needs to grasp three major Internet thinking.
Counties like Santai, like many counties in China, are unknown to outsiders. However, in recent years, the sausages in Santai County have sold well all over the country with the help of e-commerce platform, becoming another new food business card in Sichuan after hot pot and rabbit head. Along with the opportunity of e-commerce to give birth to the sausage industry, it attracted a large number of post-80 s and post-90 s entrepreneurs to return to their hometowns, which also revived this once-populous county.
In this regard, Li Dongmei, deputy dean of the School of Management of Sichuan Agricultural University, said that under the background of building a digital power in our country, for the development of digital economy, one is digital industrialization, and the other is industrial digitalization. The digitalization of industry is actually to combine the digital economy with traditional industries, so that traditional industries can achieve the purpose of rural revitalization through digital transformation. In addition, in the process of digital rural construction, how to digitally transform the agricultural industry is to achieve such a strategic goal through the co-construction, co-creation, win-win and sharing of platforms, enterprises and the government.
Regarding the future development of Mianyang sausage industry, Li Dongmei said that in order to realize the rapid development of the whole industrial chain, small-town e-commerce food industry needs to take a brand road, a quality road and a safety road, and at the same time, grasp the three major interconnected thinking, namely, demand thinking, pain point thinking and fan thinking, and fully integrate into the creative culture of the enterprise, organically cooperate online and offline, form a strong external guarantee outside the products, and assist the high-quality, efficient and rapid development of the industry.
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