河北“新农人”翟梦楠：屏里屏外助农路

Core Insights - The article highlights the innovative approach of Zhai Mengnan in leveraging live streaming to enhance the sales of agricultural products in Beiguan Community, Hebei Province, leading to significant income increases for local farmers [1][2][3]. Group 1: Challenges and Solutions - Local farmers faced challenges with limited sales channels, leading to low profits from their produce, which prompted Zhai Mengnan to identify three main pain points: single sales channels, lack of consumer awareness, and absence of brand consciousness [2]. - Zhai Mengnan utilized her social media presence, particularly on Douyin, to promote local produce through live streaming, showcasing the natural qualities of the fruits and vegetables while providing information on pricing and booking for picking experiences [2][3]. Group 2: Impact of Live Streaming - The first live stream in February 2022 resulted in over 30 visitors to the greenhouse, generating an additional income of over 2,000 yuan in a single day, which encouraged more farmers to participate [3][5]. - The price of tomatoes increased from 2-3 yuan per kilogram to 8-10 yuan, and the income from strawberries rose by over 15,000 yuan per acre through the "live streaming pre-sale + on-site picking" model [5][6]. Group 3: Community and Brand Development - Zhai Mengnan's success has inspired other farmers to open their own Douyin accounts, leading to a broader community engagement in e-commerce and brand building [6]. - The "Beiguan Picking" brand has gained recognition, attracting nearly 30,000 visitors during the picking season in 2025, establishing it as a notable local attraction [5][6]. Group 4: Future Initiatives - In 2025, the establishment of the "Dingxing County Industry Promotion Alliance" and Zhai Mengnan's role as a public live streaming ambassador signify a strategic move towards integrating media with local industries [7]. - Plans for a "host incubation program" aim to train returning youth and entrepreneurial farmers in live streaming skills, fostering a network of local influencers to promote agricultural products [7][8].