On April 28, the fourth "Double Product Online Shopping Festival" led by the Ministry of Commerce was fully launched through major retail platforms. In order to promote the recovery and upgrading of consumption in various regions and increase the income of farmers through online operations, the event has specially opened a special session on "Invigorating Agriculture through Digital Business". Meituan Select data shows that nearly 2,500 kinds of "gold medal origin" agricultural and sideline products with regional characteristics from more than 30 provinces and cities across the country are especially popular among consumers in lower-tier markets. Sales of related products increased by about 30% during the event.
Qian Fangli, Director of the Department of E-Commerce and Information Technology of the Ministry of Commerce, previously introduced that the "Double-Product Online Shopping Festival" special session on "Business and Promoting Agriculture" covers 160 kinds of geographical indication products and agricultural specialty products from various places. , in addition to helping farmers increase their income, we will also promote the optimization of rural service guarantees in counties and promote brand-quality consumption into rural areas.
It is understood that during the event, tens of thousands of "new rural merchants" launched more than 150,000 high-quality products nationwide through Meituan. In addition to traditional agricultural products such as vegetables and fruits, agricultural and sideline products such as grain, oil and non-staple food, alcoholic beverages, and dairy products from gold-medal producing areas are popular. Liuzhou snail noodles, Northeastern rice, Hainan mango and other regional specialty products have become the "new favorites" for consumption in the sinking market.
Liu Yuanji snail noodles from Liuzhou, Guangxi were one of the most popular products among consumers during this event. "During the event alone, some consumers repurchased our products 14 times." Founder Mr. Yang said that through retail platforms such as Meituan Youxuan, Liu Yuanji Snail Noodles are gradually becoming more and more popular from a regional local brand. Go to the vast sinking market and provide delicious food on the tip of the tongue for urban and rural consumers across the country. Meituan data shows that during the Double Product Online Shopping Festival, Liu Yuanji’s snail noodle sales increased by more than 30%, ranking first in the sales of grain, oil and non-staple food in various regions such as North China, South China, East China, and Central China.
Since cooperating with Meituan Select at the end of 2020, Liu Yuanji Snail Noodles has continuously made improvements based on consumer insights on the platform, such as adding braised eggs to the ingredients and increasing the size without increasing the price. , launching three-pack combinations on packaging, etc. Platform staff will also visit the factory every two months to have in-depth communications with merchants. With the joint efforts of both parties, Liu Yuanji Snail Noodles has successfully expanded online channels and improved the offline industry chain, with sales increasing nearly 20 times compared with previous sales.
"The expansion of online sales channels has not only enhanced the brand awareness of Liu Yuanji, but also made a lot of contributions to the development of the local snail noodle industry chain in Liuzhou." Mr. Yang introduced that Liu Yuanji After the sales of Ji Snail Noodles increased significantly, in order to ensure the continuous supply of goods with a higher cost performance, Liu Yuanji, under the guidance of the local government, worked with farmers' cooperatives to build more than 1,500 acres of sour bamboo shoots base and more than 300 acres of sour bean base. At the same time, Liu Yuanji also provides nearby employment opportunities for more than 200 local residents. Some of the poor residents have increased their annual income from 10,000 yuan to 50,000 yuan by working in factories and growing sour bamboo shoots.
The "coming out" of Liu Yuanji's snail noodles is an epitome of how community e-commerce helps high-quality agricultural and sideline products circulate across the country. During the Double Product Online Shopping Festival, northwest fruits such as Xinjiang Korla fragrant pears and Aksu apples became favorites in the Northeast consumer market. Seafood products such as squid tentacles and shrimps were widely favored by Jiangxi consumers. Durian, lychees and other tropical fruits were sold to Fujian consumers in advance. Brings the taste of summer. At the same time, new seasonal products such as crayfish, ice cream and ice cream, as well as seasonal items such as mosquito and insect repellent, have all reached recent sales peaks.
“As a community e-commerce platform that mainly serves lower-tier markets, Meituan Select will give full play to its direct procurement capabilities from origin, improve logistics and cold chain transportation systems, and continue to support the development of county industries behind upstream specialty agricultural products. , and at the same time promote the branding and quality upgrading of the downstream county consumer market. "The relevant person in charge of Meituan Selection said that the industry has entered a stage of high-quality development, and Meituan Selection will focus on strengthening the supply advantages of regional characteristics and providing preferential convenience to consumers. community e-commerce services to build a more stable and reliable sales platform for merchants.