Fuzhou: Agricultural Enterprises Take the Initiative to "Net", Live Broadcast Selling Products Went Viral

Under the epidemic, residents go outside less, and the "home economy" has been heated up. More and more agricultural enterprises have turned to e-commerce platforms, and their strong development potential is accelerating.

"Our sales are basically online, and online sales can account for 90%." Zhu Guisheng, director of science and technology project of Fuzhou Youyu Food Technology Co., Ltd., told reporters that by the end of April, Youyu had basically completed more than 95% of total sales last year.

Fuzhou Youyu Food Technology Co., Ltd. vegetable processing workshop

Photographed by reporter Zheng Shuai

Youyu Food is a prefabricated vegetable enterprise which focuses on fresh food. In the fresh food factory in Nantong Town, Minhou, a number of production lines are running at full capacity, with a daily production of more than 15,000 fresh food products, including ready-to-cook fresh food instant dishes, ready-to-eat fresh rice balls, salads and other products, as well as instant crayfish, hamburgers and other frozen products, with a variety of categories, which are directly supplied to fresh e-commerce companies such as Pupu and Freshhema.

Open Pupu APP, such as "one food a day", "good food for every grain" and "food bombing", which are sub-brand of Youyu, to show its powerful "output capability" of daily menu. On June 24 alone, there were more than 60 categories of "menus" in one day. With the help of online sales channels, consumers can enjoy fresh and delicious meals without leaving home.

"The rapid development of e-commerce channels such as fresh e-commerce and new retail has expanded the consumption scene of prepared vegetables, and fresh food products are loved by young people." Zhu said that the first-phase factory in Minhou has been in full production since it was completed and put into use. "At present, the factory is still encrypting equipment, and the second phase factory will also be put into construction to further expand the production capacity to meet the continuous market demand."

Nowadays, in Fuzhou, more and more agricultural enterprises take the initiative to increase their efforts to "the net".

A mobile phone, a phone supporter and a ring light are being broadcast live by Fujian Hydewin Ocean Technology Development Co., Ltd. Since last year, Hydewin has officially settled in TikTok platform, forming a live broadcast mode of "self-broadcast+ celebrity-broadcast". This Fuzhou enterprise "puts" the traditional Steamed Abalone with Shark’s Fin and Fish Maw in Broth into gourd-shaped containers through advanced liquid nitrogen ultra-low temperature technology and standardized production lines to create products suitable for online sales, and makes the Steamed Abalone with Shark’s Fin and Fish Maw in Broth into ordinary people's homes with the help of e-commerce channels such as live broadcast and goods delivery.

At present, Hydewin has set up his own live broadcast team. "Now the live broadcast team has gradually entered the state, and the sales volume of self-broadcast delivery can account for 50% to 60% of the live broadcast sales." The relevant person in charge of Hydewin said, "Enterprises are promoting online sales on multiple platforms and integrating 'Fu Culture' into the product development of Abalone with Shark’s Fin and Fish Maw in Broth, hoping that more and more people will understand and like the Abalone with Shark’s Fin and Fish Maw in Broth culture."

According to a set of data, in the first quarter, leading agricultural enterprises in Fuzhou, such as Youyu, Hydewin and Chuangxian, used TikTok and other e-commerce platforms to realize online sales of RMB 360 million, and online sales accounted for an increasing proportion of total sales.

In addition to increasing the online channels of enterprises, this year, Fuzhou has successively held festivals such as the New Year Festival of Agricultural Special Products and Loquat Culture Festival, expanding the influence of Fuzhou's advantageous agricultural products and promoting Fuzhou's agricultural products to become "hot goods". For example, at the annual Fuzhou (Fuqing) Loquat Festival, more than 30,000 tons of loquats were sold, with a sales volume of about RMB 360 million, of which online sales reached RMB 33.6 million. At the same time, Fuzhou continues to strengthen talent support, implement the rural e-commerce anchor cultivation action, and create a live broadcast "talent pool".

At present, the deep integration of e-commerce and agricultural industry is inspiring new vitality. "With the accelerated development of the e-commerce platform, the increasingly perfect logistics network, and the changes of citizens' consumption concepts and habits, great opportunities have been created for the transformation and upgrading of traditional agricultural enterprises, and there is still much room for development in the expansion of online sales channels." The relevant person in charge of the Municipal Bureau of Agriculture and Rural Affairs said.