Core Insights - The event "Yun境北川·禹爱助农" 2025 live training and practical exercise successfully took place in Beichuan Qiang Autonomous County, attracting around 100 participants including self-media practitioners, business representatives, and short video enthusiasts [1] Group 1: Event Overview - The training combined theory and practice, focusing on short video creation and live streaming sales to enhance local talent's digital skills and promote Beichuan's unique agricultural products online [2] - The curriculum included practical content such as preheating strategies, atmosphere creation, highlight design, and product selection logic, with positive feedback from participants indicating significant learning outcomes [2] Group 2: Live Streaming Performance - During the live streaming session, local hosts promoted agricultural products like Beichuan's tea, cured meat, and blueberry products, achieving over 500 viewers and 60,000 likes within 1.5 hours, with more than 3,000 product exposures and nearly 100 transactions [2] Group 3: Future Plans - Beichuan aims to continue developing a "government + self-media + farmers" cooperative model to help agricultural products leverage digital platforms, with plans for systematic teaching and practical training to enhance brand influence and competitiveness [3]

Core Viewpoint - Deqing Gonggan has transformed from a historical "tribute fruit" to the top-selling agricultural product in China's e-commerce market, achieving annual sales of 45,000 tons and e-commerce revenue of 1.2 billion yuan in 2024, showcasing the successful integration of e-commerce and agriculture [8][9]. Group 1: Market Performance - In 2024, Deqing Gonggan ranked first in e-commerce sales among various agricultural products in Guangdong, with a remarkable annual sales volume of 45,000 tons and an e-commerce revenue of 1.2 billion yuan [8][9]. - The product's success is attributed to its unique quality, early harvest advantage, and effective marketing strategies that leverage e-commerce platforms [14][15][30]. Group 2: E-commerce Strategy - The transformation began with a focus on market demand, utilizing live streaming and a "12221" marketing system to connect directly with consumers [12][33]. - Deqing County has partnered with platforms like Douyin and Kuaishou to create "Gonggan Traceability Specials," enhancing consumer engagement through direct sales from orchards [34]. - A logistics model involving "warehouse + direct delivery + efficient pre-positioning" has been established, allowing next-day delivery to over 200 cities [35][36]. Group 3: Consumer Engagement - The introduction of a "cloud tree adoption" program allows consumers to engage with the product by adopting trees and tracking their growth, enhancing customer loyalty and repeat purchases [43][45]. - The use of blockchain technology for product traceability has increased consumer trust and product premium, with 100% of orchards covered by this technology [52][64]. Group 4: Marketing Innovations - Deqing Gonggan has employed cross-industry collaborations and youth-oriented marketing strategies to capture market attention, including partnerships with cultural institutions and themed public transport initiatives [70][72]. - The brand has effectively utilized social media and influencer marketing, training local farmers to become brand ambassadors and storytellers [78][81]. Group 5: Cultural and Economic Impact - Deqing Gonggan represents a blend of cultural significance and modern marketing, evolving into a symbol of innovation in the agricultural e-commerce sector [84][86].