This year marks the end of the tough fight against poverty. The State-owned Assets Supervision and Administration Commission of the State Council organized a special campaign for poverty alleviation by central enterprises, taking consumption poverty alleviation as an important measure to help solve the problem of selling agricultural and livestock products in poor areas, and launched the media communication campaign of "100 counties and 100 products" to help consumption poverty alleviation through putting public welfare posters, live broadcasts, on-the-spot interviews and filming documentaries.
Hao Peng, secretary of the Party Committee and director of the State-owned Assets Supervision and Administration Commission of the State Council, stressed at the recent video conference of the central enterprises’ decisive battle to get rid of poverty, that it is necessary to strengthen assistance measures, focus on solving the problems such as the poor people in designated areas being blocked from going out to work, the sales of poverty alleviation products and industrial poverty alleviation, and the suspension of poverty alleviation projects, so as to minimize the impact of the epidemic. State-owned central enterprises continue to innovate sales promotion methods, actively explore e-commerce and new media, and open a new marketing model of live broadcast with goods.
Executives rolled up their sleeves to "surf with goods"
At 8 o’clock on the evening of May 27th, a mysterious big coffee came to the live broadcast room of Jiangcheng County, Pu ‘er City, Yunnan Province, to bring goods to the poverty-stricken counties. He was chen derong, Party Secretary and Chairman of China Baowu.
This "one brother with goods" "eat and broadcast" on the spot, earning enough attention. "50,000, 100,000, 500,000, 1 million … …” The "little friends" onlookers in the live broadcast room enthusiastically placed orders to buy. This "non-traditional anchor" live broadcast with goods, using new marketing methods and Internet means, to drive agricultural products in Jiangcheng County to a larger market with consumption poverty alleviation, and help win the final battle of poverty alleviation. It is understood that Jiangcheng County, a deep poverty-stricken county in Baowu, China, has recently been approved by the Yunnan Provincial People’s Government to withdraw from the poverty-stricken county sequence and realize poverty alleviation.
This is not a case. Under the influence of the epidemic, various industries have turned to online sales. In order to seize this new position, central enterprises have carefully formulated strategies and made their own unique tricks. Corporate executives have also begun to seize the "live express" and become a brother with goods.
China Unicom has helped Guyuan County in Hebei Province, kangbao county County in Hebei Province, Raohe County in Heilongjiang Province, Ceheng County in Guizhou Province and Geji County in Tibet. At present, they have all lifted their hats out of poverty. In order to further consolidate the achievements of poverty alleviation, China Unicom continued to innovate poverty alleviation contents and ways, and used open days to help consumers help the poor.
On May 17th, the general managers of 31 provincial branches of China Unicom and more than 200 anchors collectively appeared in the live broadcast room of China Unicom’s mobile phone business hall, recommending more than 30 kinds of nearly 100 special agricultural products in 11 poverty-stricken counties, including Guyuan quinoa in Hebei Province, Kangbao linseed oil in Hebei Province, Raohe rice in Heilongjiang Province and Ceheng glutinous rice banana in Guizhou Province. The number of participants in the 12-hour online activity reached 15 million, the popularity of single-day praise reached 170 million, and the order amount of poverty alleviation products exceeded 65 million yuan.
Yi Jie, China Petrochemical Co., Ltd. made concerted efforts online and offline. The online shopping mall in Yi Jie has been launched nationwide, and a special area for Hubei agricultural products has been set up to organize more than 60 agricultural products to be sold on shelves, so as to establish communication between customers and Hubei agricultural products manufacturers as quickly as possible.
President Yi Jie personally broadcast the goods to help sell Hubei agricultural products such as crayfish, navel orange and Enshi selenium tea. The one-and-a-half-hour live broadcast attracted 243,000 people to watch and 2.746 million people liked it. Offline Yi Jie stores are also carrying out a variety of marketing in full swing, setting up a promotion area of "Helping Hubei, Helping Purchase with Love" in sites with large passenger flow, and implementing multi-dimensional and three-dimensional marketing such as posters, LEDs and word of mouth.
In addition, Sinopec Guangdong Petroleum held the "Yi Jie ‘ Yi ’ Family members, shopping in Yi Jie "live event, Hubei agricultural products as the main promotion of gift package goods, so far more than 30 live events have been held; SINOPEC Guangxi Petroleum launched a live broadcast at Zhuxi Gas Station in Nanning, and set up a platform to promote poverty alleviation products for Tibetan and Zhuang compatriots, with a cumulative exposure of 294,000, driving the sales of poverty alleviation commodities such as Zhuomaquan and eggs to 668,000 yuan.
On-the-job cadres incarnate as "online celebrity with goods"
Recently, the media poverty alleviation campaign of "Hundred Counties, Hundred Products and Central Enterprise Media Alliance" and "Small New Products with Goods" jointly launched by the Press Center of the State Council State-owned Assets Supervision and Administration Commission has been in full swing.
Walnut milk, walnut crisp sugar, walnut oil, tea, mushroom sauce, hollow dried noodles … … In the live broadcast room of the first event, a table was filled with featured products from Shanyang. "Our walnuts are thin and full, fragrant and nutritious." Jin Xuehua, deputy head of Shanyang County, sent by China Steel Research Institute, a central enterprise, talked about it. Before that, he used his spare time to carry out live broadcast activities to help farmers almost every week.
The live video room is not only a "shop", but also a "kitchen" and a "stage" — — Hanging noodles, watering the seeds of shame, killing the lottery, performing tea, singing folk songs and telling stories about poverty alleviation have constantly set off the climax of fan interaction. The majority of netizens have placed orders one after another, and many central enterprises have also come to "join in": the relevant research team of China Shipbuilding Group, the builder of the world’s tallest 5G base station of China Mobile, and the Sansha duty team of China Southern Power Grid have sent orders from all over the country.
According to statistics, in just over two hours, the cumulative number of viewers was 20.27 million, with 1.6 million praises and 163,000 people online at the same time. Central enterprises consumed 21,600 orders from various channels such as poverty alleviation e-commerce platforms, with sales of 3.168 million yuan.
This "testing water" live broadcast with goods is undoubtedly a further extension of the continuous work of central enterprises in consumption poverty alleviation. It is an urgent task for poverty alleviation units to solve the problem of sales channels of agricultural special products and reduce the impact of the epidemic as much as possible. The cadres attached to the post are incarnated as "online celebrity with goods", which saves intermediate links, allows goods information to reach consumers directly, solves the information docking between the supply and demand ends of agricultural products, effectively promotes the online sales of agricultural special products, and helps farmers reduce economic losses.
It is understood that "small new goods" will continue until the end of the year, and the characteristic products of 246 counterpart poverty alleviation areas of SASAC and central enterprises, "one enterprise, one county, one product", will be selected, and a live broadcast of goods will be carried out on the video platform every week for centralized promotion.
"What I bring to you today is the hundred flowers honey of our Ximeng. This hundred flowers honey has a nice name-Wa Zhai Tian Mi Honey, which symbolizes the sweet day of Wa people in the new era … …” China Tourism Group was appointed as the incarnation anchor of Sun Haijun, deputy head of Ximeng Wa Autonomous County, Yunnan Province, and recommended Ximeng’s natural honey products to millions of netizens through the watermelon video platform.
According to statistics, during the day’s activities, the popularity of the live broadcast room was 1.94 million, and 39,000 pieces of Ximeng Baihua honey were sold in three hours, with a cumulative sales of 2.374 million yuan.
Young anchor goes on stage to "blow the horn"
"Honey tastes good, Liuyang made it for you!" "The soup is delicious, fragrant but not greasy with Ningxiang chicken." … … The first webcast of the poverty alleviation product "Youth, Brightness, Love and Poverty Alleviation" sponsored by State Grid Hunan Company is in full swing. The poverty alleviation secretary and young employees of State Grid Changsha Power Supply Company in Zhanshui Village, Wangcheng District completed their anchor debut in this activity.
During the live broadcast of more than one hour, the highest number of online users was 390,000, and a total of more than 160,000 yuan of goods were sold, which was directly converted into the economic income of poverty-stricken villages. In addition to bringing good goods, the youth anchor also introduced the characteristic rural cultural tourist attractions in Changsha, and invited everyone to "taste the fresh shrimp and enjoy the beautiful scenery of the countryside together" to make the local popularity and stimulate the consumption tide.
By building a business network and a "Love Aviation" Yitong platform, the aviation industry has started online live broadcast of agricultural special products such as fragrant dumplings and bamboo shoots in Ziyun County, Guizhou Province, a designated poverty alleviation county. Fifteen member companies of China Guangdong Nuclear Power Co., Ltd. launched a live broadcast of the Love-for-Poverty Relay, placed an order for "Love", and sold high-quality agricultural products in Lingyun and Leye counties of Guangxi. China Resources Group Charity Foundation connected the live broadcast room of "State-owned Xiaoxin" in Tik Tok, led netizens to visit "Hong ‘an China Resources Hope Town" and recommended netizens to subscribe for the "shared vegetable garden" in the town.
In addition, through different online platforms, central enterprises explore public service advertisements, e-commerce promotion, channel docking and other ways to solve the "last centimeter" of accurate poverty alleviation.
In the future, central enterprises will further innovate measures, use the Internet to broaden sales channels, combine online and offline, and help solve the problem of slow sales of agricultural products in poverty-stricken areas through multiple channels, so as to contribute to comprehensively winning the battle against poverty and the prevention and control of epidemic situation. (Reporter Wang Lu)