"Electricity" into the "net" Taobao finds a new world
The slogans that can be seen everywhere bring in the eyes, "Running outside, it is better to shop for treasures at home", "Make up a beautiful country and make a happy life", "Go to the northeast and south of the Yangtze River, it is better to make flower baskets at home; left-behind, middle-aged, one day Net earned hundreds of yuan" everywhere, showing the tremendous changes that e-commerce has brought to this small village. The suitable environment allows wild reeds and pampas to grow very luxuriantly. The stems and leaves of these plants can be used as weaving materials, and these inexhaustible treasures have become an indispensable gene for the prevalence of local grass and willow weaving. As a traditional handicraft technology and characteristic industry in Wantou Village, the straw and willow industry has been well-known both at home and abroad as early as the Ming Dynasty. It has a history of nearly 800 years. After several generations of folk artists' inheritance and innovation, it has now developed into a widely representative traditional folk art form. In recent years, willow and straw weaving have been selected into the national and provincial intangible cultural heritage lists respectively.
Since 2000, villagers in Wantou Village have successively opened physical stores on both sides of the main streets of the village, selling straw woven products to outsiders, and slowly starting wholesale. With the development of Internet technology, especially after the rise of Taobao, the villagers saw new business opportunities. Villagers who learned to use computers and surf the Internet began to come into contact with e-commerce and took the Internet e-commerce express train. The ancient boxing straw and willow woven "instantly" opened up the market space and was full of vitality. In 2003, these business villagers registered a b2b online store on Alibaba, and in 2006 they registered a c store on Taobao.
The advantages of low registration threshold, low operating cost, wide coverage of information, and fast information transmission of online commerce quickly manifested. Registered villagers gradually received orders through the Internet, and the economic benefits gradually improved, so more people began to try Open an online shop. The rise of Taobao allowed farmers in Wantou Village to upgrade from manual processing roles to sellers, changing the local industry model of straw and willow weaving.
In 2008, online shops in Wantou Village began to emerge on a large scale. Xiaojia abandoned the city and returned to the countryside in 2008 to open an online shop to sell the grass and willow products from the village. In 2010, the annual sales amounted to more than 400,000, in 2011, 1.5 million, and in 2012, more than 3 million. In less than five years, the sales figures of Xiaojia's online store have been rising. He has grown from a rookie to a village Taobao. The role model of the shopkeeper. "Last year's Double Eleven, it sold more than 200,000 yuan in one day."
As people's awareness of grass and willow weaving increases, online business is becoming more and more prosperous. E-commerce allows many agricultural products to get out of the predicament of "hidden in the mountains and no one knows", and gives local people a channel to make a fortune by borrowing local specialties. The annual transaction of various raw materials exceeds 400 tons. The village has a population of 4,800 people, a total of 1,617 households, more than 50 grass and willow crafts companies, and more than 500 online shops. There are more than 30 online shops with annual sales of over one million, with reputations ranging from 5 diamonds to two crowns (one crown is equal to 1,0001 reputations), average daily transaction volume is more than 100, average annual sales of shops are about 25 million, and profits Between 10 and 1 million yuan, it has become a well-known "Taobao Village" throughout the country. The village's straw e-commerce directly employs more than 2,000 people, and indirectly promotes the employment of more than 40,000 neighboring villagers.
The development of the grass and willow industry has effectively promoted the employment of villagers and the increase of villagers’ income. Each online store, including customer service, packaging, etc., drives an average of 3 to 5 jobs, with an average annual income increase of 4,000 yuan per capita. The products involve more than 1,500 color varieties in 30 categories, which are sold all over the country and exported to more than 40 countries and regions such as the United States, Japan, France, Singapore, South Korea, and Taiwan. There are nearly 4,000 people in Wantou Village, and the annual permanent population reaches more than 5,000, and there are 21 express companies.
All say that e-commerce is the job of young people. The majority of young people who open online stores in Wantou Village, but there are also many middle-aged people. There are not only middle-aged people in the village who are operating online stores, but some older villagers are also operating their own online stores. The difference in sales between their online stores and young people is not that big. Chen Liang, a senior researcher at the Alibaba Research Center, said that the economic benefits of the Taobao industry in Wantou Village are relatively large. The regional brand effect of Wantou grass and willow weaving has been formed on Taobao. It has also stimulated the development of surrounding industries. Logistics, telecommunications, etc. Good benefit.
Mass entrepreneurship, e-commerce achieves new breakthroughs
Since straw and willow products are all handmade, the demand for labor is relatively large. With the continuous increase in the online transaction volume of straw and willow products, more and more people are engaged in online transactions and supporting services in Wantou Village, directly doing manual work. The number of weaving labors gradually decreased, and the supply of products was once in short supply. In order to solve this problem, the village actively helped the business households to contact the villagers and migrant workers in the village and surrounding villages to participate in the production of straw and willow. This not only solved the problem of labor tension in the village, but also helped the villagers realize their homes. This has effectively solved the problems of empty-nest elderly and left-behind children caused by migrant workers. At present, their straw and willow processing has been extended to the neighboring Huantai and Gaoqing counties of Zibo City, and even hand-knitting training courses have been held in Hekou District of Dongying City to teach local land-lost farmers how to create wealth with their own hands. Solve the supply problem.
The promotion of e-commerce has directly changed the traditional marketing model of straw and willow weaving. The original form is mainly "front store and back factory", but the current form is "customer + online store + farmer", which means receiving orders online and issuing contracts to farmers for processing. This "one-to-one" processing format enables online shop owners to directly communicate with customers face-to-face during the operation process, reducing the link of intermediate wholesalers. Customers have quick feedback on product quality and quality requirements. The quality requirements are strict, and the villagers engaged in weaving are gradually moving towards professional and refined production. The quality of the products has been improved, and the income of farmers has also increased.
There are unlimited business opportunities in e-commerce, and the key needs are a pair of discovering eyes and business acumen. Jia Chunshe, a 50-year-old villager, saw a villager selling reed mats at the door of his oil cake shop at the village market. He suddenly thought that most of the villagers in the village were selling grass and willow crafts online, and selling reed mats was unpopular. , I can find another way to do business in this area. So Jia Chunshe uploaded the photo of the reed mat to the Internet, and it didn't take long for a customer to ask him about the quality and output of the reed mat on the Internet. The first time the customer directly ordered 100 copies, and the customer ordered several times after receiving the goods, and the quantity was relatively large. In the process of slow communication, Lao Jia learned that his client is a film crew, and the use of reed mats to make temporary props in the film is cheaper and more economical than other materials. At present, selling reed mats has become Lao Jia’s main product, and the annual transaction volume of reed mats is at least five to six hundred thousand yuan.