1905 movie network news In 2018, a special "gift" was sent to Jing Tian — — It was a map of Jiaxian County, Shaanxi Province, which was covered with 518 red handprints of local jujube farmers, representing the deep expectations of fellow villagers. As a result, the girl from northern Shaanxi returned to her hometown as a "star player" and personally helped this small town with a thousand-year history of jujube planting to take the road of "getting rid of poverty and tackling difficulties". Driven by Jing Tian, hundreds of millions of kilograms of red dates in Jiaxian County were originally unsalable during the National Day, and poor households got tangible benefits.
Help continues! In the program "Starlight Action against Poverty" which will be broadcast on CCTV6 movie channel at 19: 04 this Friday night, Jing Tian will share what he saw and heard in Jiaxian with experts and guests at the scene, so as to find a more colorful development direction for the jujube industry inherited for thousands of years.
Innovative ideas of "opening brain holes" for post-80s poverty alleviation cadres; Jujube in Jiaxian County is connected in series with colorful industries.
"There are ninety-nine bays of the Yellow River in the world, and good dates appear on our Yellow River beach". This sentence is Jing Tian’s follow-up to the movie channel "Fighting Poverty — — Operation Starlight was heard during the investigation in Jiaxian County. The history of jujube cultivation in Jiaxian County, Shaanxi Province can be traced back to the Xia, Shang and Zhou Dynasties 3000 years ago, and it is the earliest place to plant jujube in the world. Up to now, there is still a thousand-year-old jujube tree planted by the Sui Dynasty in the local area, which blossoms and bears fruit every year. It can be said that Jiaxian people have lived a rich and secure life by relying on this fruit for generations.
However, in recent years, the ecological and market situation has changed suddenly, and the price of jujube has dropped sharply and it has become unsalable. Jiaxian people who "live on jujube" suddenly lost their foundation for survival. Jujube trees are abandoned everywhere, and full fruits are scattered on the ground until they rot. Fruit farmers have to struggle on the poverty line. How can we solve the industrial problems and realize the accurate poverty alleviation in Jiaxian County? In 2018, when Jing Tian came to Jiaxian County, he met a poverty alleviation cadre who was working locally. In Jing Tian’s view, this man has a "huge brain hole". In order to "revitalize" hundreds of millions of Jin of red dates in Jiaxian County, he came up with a series of derivative channels, such as jujube noodles and jujube breeding sheep, and vowed to make every red date exert its maximum value and help 270,000 people increase their income.
In this issue of Starlight Action against Poverty, Wang Bo, a post-80s poverty alleviation cadre, came to the scene as a "starlight gathering person" to reveal these innovative poverty alleviation measures for the experts of "Starlight Analysis Group" and the guests of "Starlight Helping Group". All the "brain holes" actually come from the detailed local investigation conducted by the Jiaxian government. In view of the development of jujube industry, they adhere to the policy of adapting to local conditions. For example, in addition to planting, there is also a traditional handmade product of hollow dried noodles. Therefore, Wang Bo thought of letting some red dates blend into it to "glow and heat" and form a unique "dry Kun noodles" with black bean noodles in Jiaxian.
High-quality dates have become "dry Kun", and dates can’t be wasted. Wang Bo calculated an account carefully for everyone: the annual output of 820,000 mu of red dates in Jiaxian County reached 500 million Jin. If calculated according to the ratio of 5% defective fruit and 50 cents per Jin, "turning waste into treasure" will become the jujube of feed, which will also help poor households to increase their income by 12.5 million yuan every year and also promote the development of sheep breeding industry. As he spoke, the county magistrate Wang took out a small bag of finished feed from his pocket and showed it to everyone, just like a walking "spokesperson".
Red dates, black beans and white sheep. After listening to Wang Bo’s idea of clustering, Li Xiaoyun, an expert of "Starlight Analysis Group", praised Jiaxian for having formed a unique "colorful industry" around red dates. This complementary effect is bound to play a strong role in boosting local poverty alleviation. On the same day, Jing Tian also recommended these special "Gankun" red date and black bean vermicelli, red date and mutton as a "star player". Liu Guangwei, a food expert, said that this kind of original food with little pollution and no additives is the most precious in the market at present. Jiaxian should be more confident about its own characteristics and will certainly achieve better and better market effects in the future.
Create Jiaxian "online celebrity" jujube beauty cosmetics and tree planting APP to attract young consumers.
High nutritional value, wide planting area, and organic original ecology have made Jiaxian jujube become an important agricultural cultural heritage in the world for thousands of years, and "colorful industry" has provided the possibility for the future development of Jiaxian jujube. However, at present, the local area still faces many obstacles to development. Liu Shengsheng, secretary of the county party Committee, told the Starlight Action against Poverty that there are three problems that need to be solved by local experts. First of all, due to the lag of production and marketing mode, Jiaxian jujube, which lacks fist products, has received many shocks in the market, which also leads to the second problem: it has not created a brand with enough popularity. To solve this problem, it is necessary for leading enterprises to enter and form a driving role, which is also the third dilemma that Jiaxian needs to be solved urgently.
When it comes to marketing strategy, it’s time for the "Starlight Analysis Group" and "Starlight Help Group" to exert their energy. Ye Maozhong, an expert in brand marketing planning, noticed that Jiaxian is not only a place with red dates, but also a place with a strong cultural flavor. Chinese’s well-known song "Dongfanghong" was created by local people. In Ye Maozhong’s view, this song is an important borrowing point to help Jiaxian open up the sales of jujube: "This song has a special place in the hearts of all China people. The sour and sweet jujube is your advantage. Graft it on Dongfanghong, for example, record the song and send the jujube online. I am sure that you will become the first brand."
Bing Gu, head of "Starlight Analysis Group", is very optimistic about Ye Maozhong’s suggestion. Through "Starlight Action against Poverty", he has become more and more aware of the power of integrating media: "This is the advantage of new media, and it is more permeable to launch the participation of the whole people on different platforms, which will be the focus of our future marketing."
Among the guests in this program, there is a very creative short video star. Li Xueqin, with a simple and straightforward video like "I am Li Xueqin", attracted the love and attention of millions of fans. After listening to everyone’s statements, she also came up with a product with "online celebrity potential": "I think the beauty line is particularly good, which is an idea that is very in line with girls’ consumption habits. Maybe it can’t be a long-term product line, but it is a very good marketing event. I think it is a special punk thing to produce jujube red lipstick in Jiaxian, which can attract the attention of young people and let them know Jiaxian. " Jing Tian and another guest, Dong Jing, were deeply attracted by Li Xueqin’s proposal from the girl’s point of view. Jing Tian simply proposed to make a "health lipstick" with red dates.
In addition, the "jujube tree claim APP" that Jiaxian is currently developing and promoting has also been favored by the guests present. Dong Jing believes that for urban young people, this experience is very romantic and attractive. Although it can’t directly drive sales in a short time, it can significantly enhance consumers’ sense of participation, which will definitely be helpful for future purchases. Tang Min, an expert of "Starlight Analysis Group", affirmed Jiaxian’s creativity in this respect, and thought it was feasible to improve Jiaxian’s popularity through this APP.
Through brainstorming in this issue of "Starlight Action for Fighting Poverty", Jiaxian has stronger confidence in its future development. Liu Shuji said that next, the local authorities will combine everyone’s suggestions, further improve their thinking according to local conditions, improve their plans and implement policies as soon as possible, and win the battle against poverty by 2020. Jing Tian, a "star player", also said with emotion that during the first-line investigation, local fruit farmers once spelled out the word "Jingmei Jujube Sweet" for themselves. Now, she hopes to give this blessing back to Jiaxian, which is everyone’s best expectation for the future of Jiaxian.