作者 | 罗文 统筹 | 杨园园 视觉 | 思乐七月盛夏，广西北流的日间气温在35度左右。太阳炙烤下，密实的百香果藤蔓搭起一片绿 荫，抖音店铺@纯香果生鲜旗舰店 的主播们站在绿荫下，每隔几分钟就举起一个肥嘟嘟、金黄的百香 果，小刀转一圈，百香果从中间裂开，立马汁水流淌。 "钦蜜9号百香果，高甜低酸，来自广西北流……"随着正午的太阳越升越高，男主播额前的碎发逐渐紧 贴头皮。屏幕左上角，弹幕不停弹出又有粉丝下单的消息提醒。 这是近期抖音电商新鲜水果回购榜第一名的店铺，账号背后的经营主体——东云集团(广西东云农业投 资有限公司)总经理杨兴忠介绍他家的百香果日均发货量在3万单左右。 黄皮百香果种植园 "那时候像广西、广东、福建等好几个省都种满了百香果，于是大家就开始价格战嘛，越卖越便宜，还 想从中获利的话，就只能降低成本、放弃质量。比如说坏果也卖、被病毒感染的苗也会卖给农民。"杨 兴忠说。 @纯香果生鲜旗舰店 的抖音主页截图 北流市，被称为"中国百香果之乡"，但时间倒回10年前，这种有着独特香味的水果因其小众、低价差点 被北流果农放弃。电商的出现让北流果农找到了新销路；而短视频的兴起，则让百香果声名鹊起，逐渐 成为鲜 ...

Core Viewpoint - The article highlights the transformation of the passion fruit industry in Beiliu, Guangxi, driven by e-commerce and live streaming, which has significantly increased sales and improved the livelihoods of local farmers [4][8][50]. Group 1: Industry Overview - Beiliu is known as the "hometown of passion fruit" in China, with the industry facing challenges a decade ago due to low prices and a lack of market demand [8][28]. - The total industrial output value of the passion fruit industry in Beiliu has reached 3 billion yuan, becoming a pillar industry for the local economy [8]. - Since June 2023, the average daily order volume for Guangxi passion fruit on Douyin has exceeded 300,000, with daily sales exceeding 3 million yuan, marking a 12-fold year-on-year increase [8]. Group 2: Company Strategy - Dongyun Group, the leading company in Beiliu's passion fruit sector, has adopted live streaming on Douyin to market its products nationwide, achieving an average daily shipment of 30,000 orders [4][8]. - The company transitioned from traditional purple-skin passion fruit to the higher-quality "Qinmi No. 9" variety, which has a higher cultivation cost but better market acceptance [17][23]. - The average income for farmers growing "Qinmi No. 9" has increased to between 5,000 and 10,000 yuan per mu, compared to only 1,000 yuan previously [23]. Group 3: Market Dynamics - The introduction of e-commerce has changed the agricultural trading landscape, requiring product grading and honesty in transactions, which has helped improve the quality of passion fruit sold [14][50]. - The price of passion fruit had been declining due to oversupply and poor-quality products, leading to significant losses for farmers [11][14]. - The market for passion fruit saw a revival with the rise of new tea drinks and the popularity of fruit teas, which increased demand for passion fruit [11][8]. Group 4: Consumer Engagement - The Douyin account @Chunxiangguo Fresh Flagship Store has achieved a repurchase rate of 70%, indicating strong consumer interest and satisfaction [22]. - The company has utilized short videos to educate consumers on the proper way to eat passion fruit, helping to reshape public perception that passion fruit is overly sour [20][45]. - Live streaming has been employed to create a more engaging shopping experience, with the company conducting 24-hour live broadcasts to showcase the fruit and its cultivation process [44][50].

Core Insights - The article discusses the rapid growth of China's agricultural e-commerce market, highlighting a significant increase in online retail sales and the challenges faced by new entrants in the market [6][15]. Industry Overview - The agricultural e-commerce market in China reached a network retail sales figure of 587.03 billion yuan in 2023, nearly five times the amount in 2014, with a year-on-year growth rate of 21.7% in the first half of 2024 [6]. - Agricultural logistics costs have decreased from 18% in 2012 to 14.4% in 2023, with a historical low of 14.2% in the first half of 2024, indicating improved supply chain efficiency [8]. Challenges in Agricultural E-commerce - The influx of numerous merchants has led to intensified competition characterized by product homogenization, where many sellers offer similar products and services [8][10]. - New stores often struggle with low customer retention and high operational costs, leading to a low-profit environment [10][12]. Operational Strategies - The "Three-Stage Store Launch Method" developed by Huofe E-commerce aims to help new stores overcome initial challenges and achieve sustainable growth [10][15]. - Key strategies include precise product selection, SKU optimization to avoid price wars, and light paid promotion to enhance visibility and sales [10][11]. Success Metrics - A case study of a new store on Pinduoduo achieved sales of 229,200 yuan within 30 days, demonstrating the effectiveness of the operational strategies employed [15]. - The store's sales increased significantly through structured product matrices and promotional strategies, with daily sales reaching up to 12,000 yuan [11][12]. Future Directions - Huofe E-commerce plans to refine its operational standards and create a replicable model for agricultural e-commerce, aiming to empower more merchants to succeed online [17].