Chinese farmers escape poverty thanks to short video applications
Short video applications have proven to be an effective way for farmers to easily reach urban consumers.
In 2017, Gao Yulou and his wife Wang Jiao quit their stable job in Kunming City, the capital of Yunnan Province (China) to return to their homeland as a mango farmer.
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According to ChinaDaily, the inspiration of this originated when Gao saw a fruit seller through online video. He realized these videos had a high viewing rate and made people yearn to try what they saw. His hometown in Lijiang, Yunnan Province, China’s third largest mango-producing region, is famous for its late-maturing and high-quality mangoes.
At home, Gao and his wife planted over 2,000 mango trees. In 2018, the two began recording and sharing videos of local specialties through Kuaishou, a popular photo and video sharing app in rural communities and migrant workers.
Thanks to the accidental appearance of the lovely daughter, the videos of the couple are quickly famous. Their account currently has 1.82 million followers. Their sales channel took fruit from 63 farmers in the area and sold more than 85 tons of mangoes. Each month, they earned more than 30,000 yuan (about 103 million dong) of money selling farm produce, half of which came directly from Kuaishou.
“We always record our lives. This is not just a software that has become a part of life. We hope to discover a new way, through video content and e-commerce to contributing to revitalizing rural areas, “Gao said.
Statistics show that Kuaishou has more than 3.75 million active users every month in 832 poor districts of China. Explaining the popularity, Chen Sinuo, Kuaishou’s vice president, said short videos allow users in rural areas to draw attention from the public. Besides the opportunity to express life and consciousness, as well as help them realize and feel proud of their own identity.
Industry insiders say platforms such as Kuaishou have great potential in developing agricultural products, rural ecology and tourism. Especially if entrepreneurs in rural areas know how to exploit the power of social media.
According to data from Kuaishou, more than 16 million people in rural areas received income through this platform in 2018, of which about 3.4 million people came from areas with national poverty ratings. . The company also partnered with e-commerce services like Taobao or Youzan, supported by big companies like Alibaba or Tencent, to assist people in trading and transporting goods.
Kuaishou’s biggest rival, Douyin, is also rapidly catching up with the development trend, by offering a shopping cart feature to support online shopping.
According to data from QuestMobile as of 9/2018, Kuaishou has 257 million active users monthly while Douyin is 230 million. Sales of the short video industry reached 14.01 billion yuan (about 45.6 trillion) in 2018, up 520.7% over the same period last year. This figure is expected to exceed 55 billion yuan (188.4 trillion) by 2020, according to market research firm iResearch.
“The method of publicizing products through short video platforms can solve the problem of declining agricultural sales due to lack of resources and distribution channels,” said Zhang Xintian, an analyst with iResearch. “Users can learn about natural and high quality agricultural products through short videos, experience rural life and further improve their awareness.” He also said cooperation between short video platforms and e-commerce sites is an interesting commercial model, because it helps drive traffic in a proactive way.
Ma Shicong, an analyst with Internet Anatysys consulting firm, said young mobile users are in growing demand for short videos. Originating from their free time tends to be fragmented. According to her, Kuaishou is currently favored by people living in third and fourth cities, while Douyin is popular among young people in first and second tier cities.
“However, most short video applications will not generate profits in a short time, because the initial investment is huge. They generate income through advertising revenue, membership fees and price services. added value, “Ma added.