超70万拼多多网友围观敖汉旗旗长直播“喝粥”,新电商助力“西货东进”

传统经销商销售模式受到影响,敖汉旗委、旗政府也注意到了不少农民的“难题”。

春耕临近,内蒙古敖汉于向生着急了。每年5月前后,内蒙古敖汉地区的小米就开始了新一季的种植。因为疫情,往年春节前后都会畅销的敖汉小米,今年还有不少还没卖出去。

“新产的小米还没卖出去,下一季的种植可能就会受到影响。”作为合作社负责人,担负着五百多户贫困户的期望,于向生有些担忧。

传统经销商销售模式受到影响,敖汉旗委、旗政府也注意到了不少农民的“难题”。在当地,敖汉小米可是响当当的“大牌儿”:敖汉旗被公认为“世界小米起源地”,种植和食用小米大约有8000年历史。因为品质正、营养丰富,清朝时期就被选为宫廷御用贡米。也正是靠着敖汉小米,今年3月,敖汉旗正式脱离了贫困旗县序列,“可不能因为一场疫情让农民再过回苦日子”。

双方一拍即合,在内蒙古自治区党委网信办和赤峰市委网信办的指导下,敖汉旗找到了新电商平台拼多多,把助农扶贫的直播间搭到了小米的老家敖汉。3月22日19:30,敖汉旗政府旗长于宝君走进了拼多多直播间,为当地特产敖汉小米代言。半个多小时的时间,累计超70万网友涌进了直播间,6吨的敖汉小米销售一空。

“旗长亲自代言就是党和政府给咱们农民背书、给咱们小米打包票”,于向生和五百多户贫困户放了心。“不仅让更多人知道了敖汉小米,而且还教会了我们直播电商的新思路。”

敖汉直播只是拼多多助农项目的一角。2月10日起,拼多多在全国率先开启了“政企合作,直播助农”,探索“市县长当主播、农民多卖货”的电商助农新模式。消费者可以通过首页“秒杀频道”,或者直接搜索“爱心助农”,找到助农专属页面。截至3月18日中午12点,“市县长助农直播间”已售出近300万斤农产品,拼多多协助开设的农民新网店持续增加,最近一周平均单店销售额已超过30万元。

“这几年,越来越多的中西部地区农产品开始上网销售,虽然整体规模上与东部还有所差距,但增速明显,”拼多多新农业农村研究院副院长狄拉克表示,“通过市长县长直播的示范,鼓励农民朋友们自己开店,将更多地域特色的好产品销售到全国各地去。”

刚带领全旗脱贫,旗长又来教网友吃“小米锅巴”

“敖汉有三张名片:全球环境五百佳、全球重要农业文化遗产、世界小米之乡”“敖汉小米有着8000年的种植和食用历史”“口感好,营养丰富,米油非常厚”……直播中,旗长于宝君面对70万网友,开启了主播带货模式。

超70万拼多多网友围观敖汉旗旗长直播“喝粥”,新电商助力“西货东进”

▲3月22日晚间,来自世界小米之乡的敖汉旗旗长于宝君走进了拼多多直播间。半个多小时的直播,累计观看人数超过70万人,6吨小米销售一空,并为店铺积累了超3万粉丝。  图片提供:孙宏波 秦永波

小米是五谷之首,也是粗粮之一,深受都市白领的喜爱,小米粥、杂粮粥成为了不少都市白领必备的养生套餐之一。

但很少有人知道,在内蒙古敖汉旗,小米却有着另一番脱贫致富的奋斗故事。敖汉旗位于内蒙古自治区东南部,是世界旱作农业的发源地,敖汉旱作农业系统2012年被联合国粮农组织列为全球重要农业文化遗产。这里的地理环境和气候特点适合旱作农业,产出的小米口感好、营养成分高。但此前,长期受到种植技术和农作物销售半径的限制,敖汉旗一直是国家级的贫困县。

看到了敖汉小米的独特优势,敖汉旗旗委、旗政府因地制宜提出了把小米产业打造成敖汉旗4个百亿元产业之一的发展目标,出台优惠政策、全方位扶持,使这个过去不起眼的传统种植项目逐渐焕发了新的生机。

敖汉小米成了当地脱贫的重要抓手。连续多年举办“世界小米起源与发展大会”,被列入国家地理标志保护产品,蝉联绿色食品博览会金奖,入选央视“国家品牌计划”……2020年3月,经自治区政府同意,敖汉旗正式退出贫困旗县序列。

“除了熬粥,还可以做成小米锅巴。”于宝君不仅带货,还不断给网友推荐新吃法:将小米煮熟、烘干,再用食用油炸制,一枚金黄酥脆的小米锅巴就出炉了。“这在方言里叫‘嘎巴’,富含蛋白质、维生素、矿物质、氨基酸等微量元素,欢迎大家都来品尝。”

最终,半个多小时旗长直播,店铺共计销售出了6吨小米,并为店铺带来了超3万粉丝。

东西部深度协同,消费扶贫成助农新思路

往年,于向生主要通过传统经销商、商超等线下渠道进行销售。但今年因为疫情,线下销售渠道受到了影响,如何拓展销售渠道成了于向生的难题之一。

这并不是个例,于向生和敖汉小米只是中西部地区农业发展的影子。

据《中国互联网发展报告2019》数据显示,目前国内互联网发展水平最高的省份依次为北京、广东、上海、浙江、江苏,无一例外都是东部省市,中西部省份发展速度较快、势头强劲,不过整体上还与东部有些差距。

“中西部地区互联网正在快速发展,对于搜索、社交等基础互联网应用相对比较熟悉,”狄拉克表示,“但很多农民和新农人对于诸如直播电商这样的新方式还是缺少了解,没有能及时把新技术转化为生产力工具。”

旗长直播,利用新电商和直播的新形态刺激消费,通过消费实现精准扶贫,“东西协同”“西货东进”,正在成为中西部扶贫的新思路之一。

超70万拼多多网友围观敖汉旗旗长直播“喝粥”,新电商助力“西货东进”

▲敖汉是蒙古语,汉语意思是“老大”。敖汉是世界旱作农业发源地,有着8000年的小米种植和食用历史,被联合国认定为世界小米之乡。

今年2月,国务院扶贫办等多部委联合发布《关于开展消费扶贫行动的通知》,通知指出:政府主导建立消费扶贫交易市场的东西部扶贫协作模式,东部省市提供销售平台和渠道,西部地区重点抓好扶贫产品的认定和监管,打造品牌、提高质量、保障供给。

除了旗长直播代言外,拼多多还将针对中西部地区的特色农产品进行定向流量扶持,包括首页“秒杀频道”、搜索“爱心助农”等资源位。此外,拼多多还将组建由多多大学精英讲师、农业专家、资深业务人员组建帮扶团,深入农产品当地,手把手教学开网店,让更多农民和农产品上网,增加销售渠道,系统性帮助中西部优质农产品上行。

“当农民能自己开店、运营、发货,中西部农产品就找到了农货上行的新方式。”狄拉克表示。

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春耕临近,内蒙古敖汉于向生着急了。每年5月前后,内蒙古敖汉地区的小米就开始了新一季的种植。因为疫情,往年春节前后都会畅销的敖汉小米,今年还有不少还没卖出去。

“新产的小米还没卖出去,下一季的种植可能就会受到影响。”作为合作社负责人,担负着五百多户贫困户的期望,于向生有些担忧。

传统经销商销售模式受到影响,敖汉旗委、旗政府也注意到了不少农民的“难题”。在当地,敖汉小米可是响当当的“大牌儿”:敖汉旗被公认为“世界小米起源地”,种植和食用小米大约有8000年历史。因为品质正、营养丰富,清朝时期就被选为宫廷御用贡米。也正是靠着敖汉小米,今年3月,敖汉旗正式脱离了贫困旗县序列,“可不能因为一场疫情让农民再过回苦日子”。

双方一拍即合,在内蒙古自治区党委网信办和赤峰市委网信办的指导下,敖汉旗找到了新电商平台拼多多,把助农扶贫的直播间搭到了小米的老家敖汉。3月22日19:30,敖汉旗政府旗长于宝君走进了拼多多直播间,为当地特产敖汉小米代言。半个多小时的时间,累计超70万网友涌进了直播间,6吨的敖汉小米销售一空。

“旗长亲自代言就是党和政府给咱们农民背书、给咱们小米打包票”,于向生和五百多户贫困户放了心。“不仅让更多人知道了敖汉小米,而且还教会了我们直播电商的新思路。”

敖汉直播只是拼多多助农项目的一角。2月10日起,拼多多在全国率先开启了“政企合作,直播助农”,探索“市县长当主播、农民多卖货”的电商助农新模式。消费者可以通过首页“秒杀频道”,或者直接搜索“爱心助农”,找到助农专属页面。截至3月18日中午12点,“市县长助农直播间”已售出近300万斤农产品,拼多多协助开设的农民新网店持续增加,最近一周平均单店销售额已超过30万元。

“这几年,越来越多的中西部地区农产品开始上网销售,虽然整体规模上与东部还有所差距,但增速明显,”拼多多新农业农村研究院副院长狄拉克表示,“通过市长县长直播的示范,鼓励农民朋友们自己开店,将更多地域特色的好产品销售到全国各地去。”

刚带领全旗脱贫,旗长又来教网友吃“小米锅巴”

“敖汉有三张名片:全球环境五百佳、全球重要农业文化遗产、世界小米之乡”“敖汉小米有着8000年的种植和食用历史”“口感好,营养丰富,米油非常厚”……直播中,旗长于宝君面对70万网友,开启了主播带货模式。

超70万拼多多网友围观敖汉旗旗长直播“喝粥”,新电商助力“西货东进”

▲3月22日晚间,来自世界小米之乡的敖汉旗旗长于宝君走进了拼多多直播间。半个多小时的直播,累计观看人数超过70万人,6吨小米销售一空,并为店铺积累了超3万粉丝。  图片提供:孙宏波 秦永波

小米是五谷之首,也是粗粮之一,深受都市白领的喜爱,小米粥、杂粮粥成为了不少都市白领必备的养生套餐之一。

但很少有人知道,在内蒙古敖汉旗,小米却有着另一番脱贫致富的奋斗故事。敖汉旗位于内蒙古自治区东南部,是世界旱作农业的发源地,敖汉旱作农业系统2012年被联合国粮农组织列为全球重要农业文化遗产。这里的地理环境和气候特点适合旱作农业,产出的小米口感好、营养成分高。但此前,长期受到种植技术和农作物销售半径的限制,敖汉旗一直是国家级的贫困县。

看到了敖汉小米的独特优势,敖汉旗旗委、旗政府因地制宜提出了把小米产业打造成敖汉旗4个百亿元产业之一的发展目标,出台优惠政策、全方位扶持,使这个过去不起眼的传统种植项目逐渐焕发了新的生机。

敖汉小米成了当地脱贫的重要抓手。连续多年举办“世界小米起源与发展大会”,被列入国家地理标志保护产品,蝉联绿色食品博览会金奖,入选央视“国家品牌计划”……2020年3月,经自治区政府同意,敖汉旗正式退出贫困旗县序列。

“除了熬粥,还可以做成小米锅巴。”于宝君不仅带货,还不断给网友推荐新吃法:将小米煮熟、烘干,再用食用油炸制,一枚金黄酥脆的小米锅巴就出炉了。“这在方言里叫‘嘎巴’,富含蛋白质、维生素、矿物质、氨基酸等微量元素,欢迎大家都来品尝。”

最终,半个多小时旗长直播,店铺共计销售出了6吨小米,并为店铺带来了超3万粉丝。

东西部深度协同,消费扶贫成助农新思路

往年,于向生主要通过传统经销商、商超等线下渠道进行销售。但今年因为疫情,线下销售渠道受到了影响,如何拓展销售渠道成了于向生的难题之一。

这并不是个例,于向生和敖汉小米只是中西部地区农业发展的影子。

据《中国互联网发展报告2019》数据显示,目前国内互联网发展水平最高的省份依次为北京、广东、上海、浙江、江苏,无一例外都是东部省市,中西部省份发展速度较快、势头强劲,不过整体上还与东部有些差距。

“中西部地区互联网正在快速发展,对于搜索、社交等基础互联网应用相对比较熟悉,”狄拉克表示,“但很多农民和新农人对于诸如直播电商这样的新方式还是缺少了解,没有能及时把新技术转化为生产力工具。”

旗长直播,利用新电商和直播的新形态刺激消费,通过消费实现精准扶贫,“东西协同”“西货东进”,正在成为中西部扶贫的新思路之一。

超70万拼多多网友围观敖汉旗旗长直播“喝粥”,新电商助力“西货东进”

▲敖汉是蒙古语,汉语意思是“老大”。敖汉是世界旱作农业发源地,有着8000年的小米种植和食用历史,被联合国认定为世界小米之乡。

今年2月,国务院扶贫办等多部委联合发布《关于开展消费扶贫行动的通知》,通知指出:政府主导建立消费扶贫交易市场的东西部扶贫协作模式,东部省市提供销售平台和渠道,西部地区重点抓好扶贫产品的认定和监管,打造品牌、提高质量、保障供给。

除了旗长直播代言外,拼多多还将针对中西部地区的特色农产品进行定向流量扶持,包括首页“秒杀频道”、搜索“爱心助农”等资源位。此外,拼多多还将组建由多多大学精英讲师、农业专家、资深业务人员组建帮扶团,深入农产品当地,手把手教学开网店,让更多农民和农产品上网,增加销售渠道,系统性帮助中西部优质农产品上行。

“当农民能自己开店、运营、发货,中西部农产品就找到了农货上行的新方式。”狄拉克表示。

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