A short video records life in his hometown. He sells tens of millions of goods a year on Douyin e-commerce.

So far, Lu Xiaokai has been struggling on the road of e-commerce for three years, from an e-commerce novice who still doesn’t understand the platform rules to a millionaire with annual sales exceeding 100 million. It took Lu Xiaokai three years to go from a wandering young man who graduated from junior high school and worked everywhere to an entrepreneur who drove the sales of agricultural products in his hometown and was given a banner by the villagers. At present, his fans on the Douyin platform have exceeded 6 million, and all of this What makes him happiest is that he has won favor for his parents, gained recognition from his hometown people, and allowed many young people in the village to stay.

Ordinary rural people can also do live broadcasts

Before the age of 30, Lu Xiaokai had never been exposed to short videos and live broadcasts, let alone e-commerce. At that time, he graduated from junior high school. After that, he entered the society early, driving a taxi, selling spicy hotpot, working for others, and picking wild products in the mountains. In order to make money, Lu Xiaokai did many kinds of jobs.

Lu Xiaokai was born in Dongshan Village, Wulindong Town, Raohe County, Shuangyashan City. Wulindong Town is located in the south of Raohe County, facing Russia across the Ussuri River in the east. It is a veritable border. In a small town, most young people in the village go out to work to make a living, and he first came into contact with self-media in 2019.

In this small border village, "I am the first person to make short videos among the people around me." Lu Xiaokai was very honest about the original intention of doing this, "Because short videos are posted on some platforms." There will be profits.

He wants to make money and give his family a better life. However, due to academic qualifications, there are many restrictions on finding a job. One month's salary seems to be a bit difficult for the family to live on. In addition, Lu Xiaokai also has a hobby of making videos to record life, so he just does what he says.

Because he knew nothing about shooting techniques and angles, Lu Xiaokai initially only shot and shared in his free time, shared daily life, and chatted in his spare time. However, the number of views was not as good as expected, and the shooting lasted 8 months. At the end of the day, he could only get a few cents in income, and the most was 13 yuan. Lu Xiaokai remembered it very clearly. At this time, he had the idea of ??giving up for the first time, "The people at home were not very supportive, so I couldn't Stable, they feel it is better to work part-time.

“You have been doing it for so long, why should you give up? His wife noticed her husband's frustration and encouraged him to continue, but Lu Xiaokai had almost no motivation at that time. In order to give her husband more confidence, Lu Xiaokai remembered that his wife started a live broadcast of winter fishing, which was popular at the time. Eyesight, fishing, in the weather of more than 30 degrees below zero, my wife's hands are often red from the cold.

My wife’s efforts were not in vain. Dongqiao Live Broadcast brought Lu Xiaokai a good number of fans and views, which also gave them hope, and Lu Xiaokai had the courage to continue. With the motivation, he also quit his job and determined to build this account full time.

Lu Xiaokai is not satisfied with the current situation of video playback. Many times, fans will leave messages asking him how to buy the delicious food in his videos. Lu Xiaokai thought that he had seen some videos of anchors selling goods, and what he thought he could try was a live broadcast of selling honey. The anchor was an ordinary rural person, and in half an hour, the anchor sold More than a ton of honey, "It turns out that rural people can also do live broadcasts!

This greatly encouraged Lu Xiaokai, and live broadcasting has become a new goal for him. "The platform provides such a The stage for the development of rural people, I feel that I have caught up with a good era.

Continue to persevere and live broadcast more than 40 times a month

After Lu Xiaokai got the authority to bring goods, he wanted to do this well and set goals for himself every day. Today How many videos should be shot, how many views should be achieved, how long should the live broadcast be, and how many fans should be gained. As for the way to bring goods, Lu Xiaokai mainly focused on live broadcasting at first. He counted that there were more than 40 live broadcasts in a month at most. “Sometimes I get up at five or six o’clock in the morning and start live broadcasting, and end the broadcast at seven or eight o’clock in the afternoon. On average throughout the day, It will take more than ten hours to broadcast.

In addition to live broadcast, he has many things to worry about.

The goods Lu Xiaokai sells are all local agricultural and sideline products. At first, he thought very simply, just hang the products in the store. However, the sale of agricultural and sideline products requires production licenses and other documents. Because he knew nothing about these, he was once faced with the problem of commodity It was impossible to put it on the shelves, and the platform also had platform rules. In addition, there was no one to guide it, and it was subject to many restrictions. It took a lot of effort for these Lu Xiaokai to understand it.

Product acquisition and express logistics are another major problem faced by Lu Xiaokai. Because all products sold are local products, Lu Xiaokai needs to negotiate cooperation with merchants and negotiate prices with couriers. When the volume increases, the courier prices will become cheaper. Because he was not familiar with these fields, Lu Xiaokai remembered that after a delivery, he typed in the order number for a whole day without eating. Later he learned that there was something called ordering software that could automatically fill in the order number. Shooting and editing videos, negotiating with merchants, and express delivery were all done by him alone. He was also exploring the road to e-commerce bit by bit.

Douyin fans increased by one million due to one video, and annual sales of tens of millions of agricultural products

Lu Xiaokai noticed the Douyin short video platform very early. Earlier, he only He was active in Xigua Video and Toutiao, because the videos posted on Xigua Video could be synchronized to Douyin, so he registered the account of @鲁小凯 to post videos, but he didn’t care.

After posting videos many times, he found that his Douyin account already had hundreds of thousands of fans. In 2020, a short video he posted about the differences between North and South made him gain one million followers.

After that, he began to try to carry out live broadcasts on Douyin to bring goods. Unexpectedly, two to three thousand people came to the first live broadcast, and the inventory that had been prepared for several months was sold out. In Lu Xiaoxin's opinion, Douyin is more conducive to e-commerce sales. "Its daily activity is relatively large, its users are younger, and its consumption outlook is newer. Since then, he has focused on the Douyin platform.

Having officially joined the Douyin e-commerce platform for more than a year, Lu Xiaokai often shares bits and pieces of daily life with netizens, including the trees in the mountains in winter, the fun and laughter when meeting friends to go hiking in the mountains, the forest area The house, a distant view of the Russian scenery across the Ussuri River, and many local mountain products were introduced to the public, such as Northeast rice, Raohe pine nuts, spicy cabbage, and whole grain cornmeal. As of now, his number of fans has exceeded 6 million.

“My biggest wish is to help people in my hometown. Lu Xiaokai’s living conditions are slowly getting better and he doesn’t stop there. He wants to use his own strength to help his fellow villagers. The village has suffered a serious loss of young people. Because of its remote location, the villagers are passive in purchasing goods. Lu Xiaokai uses his rich experience in e-commerce to bring goods to his hometown, purchasing the villagers' mountain goods at a price higher than the market price, and establishing a job The studio is expanding to retain more young people. So far, his studio has 25 people, many of whom have returned from other places. At the same time, more and more local young people are choosing to return to their hometowns to start businesses. . He also insists on cooperating with some poverty alleviation enterprises. “They will recruit workers once they have sales, and the employment problem of ordinary people will be solved.

From simply bringing goods through e-commerce to establishing processing plants and opening physical stores, from From a small rented room of 40 square meters in the village to a large warehouse of 960 square meters, Lu Xiaokai made every step carefully.

Raohe County has the Northeast Black Bee National Nature Reserve, which is rich in bees. _Bee Linden Tree Snow Honey, he signed contracts with 130 beekeepers to sell honey. During the epidemic, commodity exports suffered a heavy blow, and the wild vegetables used for export in his hometown were unsaleable. After learning this news, Lu Xiaokai chose to use high prices. Purchased at the market’s highest price of 10 yuan, 95 were sold through the Internet. The local forest area is mainly used for mountain harvesting. Starting from 2020, Lu Xiaokai insisted on selling wild vegetables, mushrooms, and vegetables picked by people at a price higher than the market price. Pine nuts and other mountain products are purchased and then sold through the Internet. We sell tens of millions of agricultural products from our hometown every year. “I grew up here and know how hard they work, not to mention these uncles and aunts all watched me grow up.

In Douyin e-commerce, there are many experts like Lu Xiaokai who are quietly introducing the specialties of their hometown to more people.

In order to help local specialty agricultural products spread across the country, ByteDance Charity and Douyin e-commerce jointly supported the launch of the "Mountain Goods on the Headlines" project, striving to connect agricultural specialty areas and owners that need to be seen through high-quality content and platform technology. Consumer groups with potential shopping needs. In addition, Shanhuo Toutiao will continue to carry out talent training across the country to help local governments build agricultural product brands, help develop their agricultural specialty industries, and drive more farmers to increase their income and become rich, thus boosting rural economic development.

“So far we have more than 40 e-commerce anchors here, and the total local population is only tens of thousands. Lu Xiaokai is very pleased with this. He wants to have more local specialties. Go out. He insists on bringing goods to his hometown, helping villagers solve their problems, increase sales, and increase income. Everything he has done has been recognized by everyone, because the acquisition of a tea processing factory on the verge of bankruptcy has enabled people in other villages to continue to go to the mountains to harvest tea. He was also given two banners to obtain economic benefits through tea.

From a naughty child who was not favored by others to a highly recognized entrepreneur, Lu Xiaokai had never thought before. He feels that he has finally given his parents credit. In the future, he wants to expand this team and bring more benefits to the villagers.