Replace support with consumption and seek development in a win-win situation for all parties

The report of the 20th National Congress of the Communist Party of China emphasized "comprehensively promoting rural revitalization"
.
From "implementation" to "comprehensive promotion", the results of rural revitalization have gradually become obvious, and it has become an important part of China's construction of
a new development pattern and promotion of high-quality development.

In recent years, in order to help the assisted areas increase income and get rid of poverty, the Beijing Consumption Assistance and Innovation Center (hereinafter referred to as the "Innovation and Innovation Center") has introduced high-quality poverty alleviation products from the recipient areas into the Beijing market through the establishment of an enterprise access mechanism and an enterprise poverty alleviation review mechanism, realizing the "consumption instead of support" to ensure that high-quality food from the assistance areas enters the tables of Beijing citizens, and realize a win-win situation of driving registered cardholders to increase income and become rich, upstream and downstream enterprises benefit, consumers to obtain benefits, and mutual benefit from all parties.
It has laid a good foundation
for further promoting rural revitalization and industrial development.
The following is a selection of typical practices for the reader's
benefit.

The biggest feature of consumption assistance, which is connected to poverty-stricken areas and Beijing's large market, is the use of market mechanisms to mobilize social forces to participate and jointly promote
.
Since the operation of the Double Innovation Center on January 22, 2019, it has achieved more than 500 settled enterprises and more than 4,000 kinds of exhibition and sales assistance products, not only established a stable and continuous poverty alleviation mechanism for enterprises, but also established a certain quality assurance system, indirectly driving the purchase and sales of the city's assistance products to exceed 24 billion yuan in 2021 alone, and cumulatively driving nearly 280,000
people out of poverty.

Speaking of the work of the Innovation and Innovation Center, Liu Xiangru, Deputy General Manager of Beijing Fisheries Group, in order to effectively promote the sales of characteristic agricultural products in the recipient areas, help poor households increase their income and get rid of poverty, and enrich the "vegetable basket" of the capital's citizens, the Double Innovation Center is hosted by the Beijing Municipal Poverty Alleviation Support Office, the Beijing Municipal Bureau of Commerce and Shounong Food Group, and jointly organized by CCB Beijing Branch, the people's governments of the recipient areas assisted by Beijing Municipality, all forward headquarters and cadre teams on temporary duty, as an important platform linking the help areas and Beijing's consumer market.
Perennial exhibition and sale of support products
from 90 banner counties in 7 provinces in Beijing support cooperation area.

As the main person in charge of the operation of the Innovation and Innovation Center, Liu Xiang is very familiar with the market and has rich experience, and knows that it is not easy to open up the market for help products and achieve sustainable and stable market purchasing power
.
After more than three years of efforts, the Innovation and Innovation Center has innovatively proposed the operation concept of creating a "365-day never-ending exhibition" based on the sales demand of high-quality assistance products in the cooperation area and the advantages of Beijing's ultra-large consumer market, adopting the model
of "one leader, multiple participation".

Docking with the leading enterprises in the recipient areas of Beijing, giving full play to the resource advantages of the leading enterprises in the local area, looking for high-quality and characteristic poverty alleviation products, and setting up 10 poverty alleviation exhibition halls with local characteristics in the double innovation center to supply exhibition and sales centrally, which not only solves the shortcomings of the short exhibition period, but also provides a platform for the general public in the capital to directly participate in consumption assistance, achieving the good effect of "substituting consumption for support", and has been highly praised
by all sectors of society.

Beijing citizens purchase products at the Consumption Support Promotion Meeting of the Innovation and Innovation Center

Build a new model to crack the three major pain points of products entering Beijing

The agricultural products in the help area are healthy, organic and green, and of excellent quality, but if they enter the Beijing market, they face three major pain points: first, it is difficult to connect with the market; Second, the sales scale is small; Third, transaction costs are high
.
Therefore, it was difficult for assistance products to enter the Beijing market
in the past.

Liu Xiang introduced that the assisted products in the recipient areas are limited by factors such as production process technology, receiving information sensitivity, and sales channels, resulting in information mismatch, lack of stable sales channels, and poor brand benefits, especially to enter various circulation channels need to pay a certain basic fee
.

In order to deeply solve the problem of difficulty in entering the market for help products, the double innovation center plays the role of a bridge, so that the two sides can match, guide planting and breeding to complete production according to market demand, and make full use of the city's budget at all levels and the 30% share reserved by municipal state-owned enterprises to purchase the policy of helping products to stabilize sales
。 For example, give full play to the advantages of the whole industrial chain of Shounong Food Group from breeding, planting and breeding to processing, distribution and sales, and attract the assisted enterprises in the recipient areas to settle in the double innovation center at low cost, so that the enterprises in the recipient areas know what products can be sold, especially the Shounong Wumart Supermarket, which was built by the cooperation between Shounong Food Group and Wumart Group, which covers an area of nearly 3,000 square meters, through the reduction of part of the admission fee, the help products can enter the table of Beijing citizens, including fungus, shiitake mushrooms, beef and mutton, Jujube was introduced with this policy
.
And if one store sells well, more other stores will also help sell, and this tandem sales method effectively solves the problem of high cost of
new products entering the market for local enterprises.

It is worth mentioning that in the process of promoting the construction of the "First Agricultural Beauty Poverty Alleviation Supermarket", more than 100 shopping malls, supermarkets and wholesale markets such as Supermarket Fa, Jingkelong, Carrefour, Xinfadi, Yuegezhuang and Shimen have been indirectly driven to establish special counters, and more than 1,000
consumer poverty alleviation outlets have been built and operated in the city.
Docking with more than 2,000 canteens and trade unions such as municipal state-owned enterprises and budgets, and establishing stable supply and marketing channels
.

Beijing citizens buy special products for daily assistance at the Innovation and Innovation Center

In 2016 and 2017, Beijing held exhibitions of characteristic products in recipient areas for two consecutive years, promoting the sales of poverty alleviation products in recipient areas through on-site sales, signing supply and marketing and cooperation agreements, and achieved good results
.
However, the duration of the two exhibitions combined is only 10 days, and it is impossible to establish a long-term docking mechanism
.

To this end, the center put forward the business philosophy of creating a "365-day never-ending exhibition", and built a "1+16+3+N" operation model, "1" refers to a city-level platform, that is, the double innovation center; "16" refers to the sub-centers set up in 16 districts, taking the double innovation center as the origin, expanding the sales channels with points and areas, and forming a city-wide consumer assistance marketing network of "one network in the city, up and down chess"; "3" refers to the three main marketing models of online, offline and social mobilization, and promotes the full integration of poverty alleviation products into the Beijing market; "N" is the introduction of N market resource element docking
.

This not only solves the shortcomings of the short duration of the exhibition, but also provides a platform
for the general public in the capital to directly participate in consumption assistance.

In recent years, the Innovation and Innovation Center has realized online and offline simultaneous display and sales by opening up the whole industrial chain of production, transportation, packaging and sales of assistance products in support cooperation areas, widely mobilizing social forces to participate in consumption assistance, and comprehensively driving the integration of assistance products into the Beijing market, with good
results.
For example, in view of the problems of high prices and incomplete products of assistance products, the "centralized procurement and joint marketing" model is adopted to reduce the price of assistance products and stimulate local endogenous power
.
"Centralized procurement", that is, going to support cooperation areas to carry out centralized procurement of bulk products, reducing the cost of circulation links and effectively reducing the price of
assistance products.

"Joint marketing" refers to docking stable sales channels such as supermarkets, wholesale markets, catering and budgets, municipal state-owned enterprise trade unions, canteens, etc.
, to solve problems such as blind production of help products, difficulty in docking the market, high transaction costs, and small sales volume
.
At present, the Innovation and Innovation Center has established stable purchase and sales business
with more than 800 bases, cooperatives and suppliers that support cooperation.

Located on the second floor of the Innovation and Innovation Center, the Hubei Exhibition Hall, covering an area of 600 square meters, thanks to the full support of the Innovation and Innovation Center, 43 poverty alleviation enterprises in Hubei have been settled, directly or indirectly bringing 18,850 people to poverty, and the products cover 437 kinds of ecological famous and excellent agricultural products in Shiyan City, the core water source area of the South-to-North Water Diversion Project, and the sales volume in 2020 alone reached 41.
9695 million yuan
。 Chen Chukui, the person in charge of the exhibition hall, said that he could not only help the local people get rid of poverty and become rich, but also bring pure and good products to consumers in Beijing, which is to do good things for the people in his hometown in Hubei, and he proudly said that every business brought him a great sense of
achievement.

Enhance competitiveness Ensure the establishment of long-term support mechanisms

In order to allow the products of the help area to obtain "marketable channels" and stable market share, it is necessary to help break through the pain points, difficulties and blocking points of constraints in all links of production, circulation and consumption, so that the help products can really flow
.

In September 2021, Shounong Food Group and the rural poverty alleviation factory jointly developed the "First Food Benefit" edible oil, once launched, the product achieved sales of nearly 6 million yuan in 20 days, and the market response was very enthusiastic
.
It has become a typical representative product
successfully created by the Innovation and Innovation Center in order to enhance the market competitiveness of the assistance products.

It is understood that Shounong Food Group, as one of the initiators of the double innovation center, allocated 50 million yuan to establish a professional operation company for consumption assistance, and made use of the group's resource advantages to recruit outstanding professionals and improve service levels
。 For example, according to market demand, give full play to the brand and technology output advantages of Shounong Food Group, provide professional guidance for the help region in terms of production technology, production technology, production standards, etc.
, and use the group's own brand as an endorsement, market-oriented incubation of a series of products such as shounong Hui help oil, yak meat pot, etc.
, and cooperate with JD.
com to upgrade logistics and warehousing service capabilities; Establish a food testing center, 5% sampling inspection every month, strictly control and help product quality
.
Through this perfect pre-sale and after-sales service, we ensure that the sales of help products are more convenient, safer and more competitive
.
While helping local income increase, it also enhances local endogenous motivation and effectively promotes the comprehensive development of
rural revitalization.

Shounong cadres on temporary duty conducted research in the homes of registered card households in Yushu, Qinghai

In order to give full play to the demonstration driving effect, the double innovation center has formed a five-character support mechanism of "pinning, supplementing, pushing, building, and bringing" in the continuous exploration, and "pin" is a combination of online and offline to create an urban linkage exhibition and sales platform that never ends; "Supplementation" is to make up for the shortcomings of the industry and build an industrial chain support system to support enterprises in cooperative regions; "Push" is to strengthen publicity and promotion, so that the concept of buying help products and giving love is deeply rooted in the hearts of the people; "Building" is to build a platform mechanism to mobilize all sectors of society to participate in consumption assistance; "Belt" is a poverty reduction mechanism that focuses on precise poverty alleviation and improves the sales of support products
.

Liu Xiang said that through the five aspects of "selling, supplementing, pushing, matching and leading", it has effectively promoted the transition from consumption poverty alleviation to industrial poverty alleviation, and effectively established a long-term mechanism
for consumption poverty alleviation.

Zong Guangwei, general manager of Qinghai Shounong Yushu Supply Chain Development Co.
, Ltd.

, felt the same way.
He said that in recent years, with the help of the Innovation and Innovation Center, Qinghai Yushu Tibetan Autonomous Prefecture has vigorously promoted the standardized breeding of ecological cooperatives, adhered to the balance of four-season rotational grazing and grass and livestock, continuously deepened cooperation with relevant enterprises in Beijing, built a yak breeding joint operation base, and improved the industrialization of local yaks, enhanced the development momentum of herders, and promoted rural revitalization by building a whole industrial chain of "herdsmen + cooperatives + enterprises + markets"
.

After the 90s, Zong Guangwei, as a cadre sent by Shounong to Qinghai, has been working and living in Qinghai for nearly 3 years, and what makes him most proud is that after a series of efforts, ecological animal husbandry has now become the leading industry in Yushu, attracting many college students to return to their hometowns as "cattle herds", ecological restoration of plateau grasslands, development of eco-tourism, and a large number of herders moving out of the grassy mountains to live in towns and live a modern pastoral life, he deeply sighed that all these efforts are worth it
.

Party building leads a variety of models to help industrial development

Walking into the Xinjiang Exhibition and Sales Hall of the Shuangchuang Center, there are a variety of local exquisite carpets, silk scarves, ethnic costumes, special dried fruit delicacies and other special products, and some of the goods on the shelves have been sold out
.
The Xinjiang Pavilion was the first batch of residents to settle in the Innovation and Innovation Center, and the center planned a series of offline exhibitions at that time, which solved the urgent needs
of the settled enterprises.

Nie Wei, the person in charge, said that due to the epidemic, many offline activities could not be promoted, and it was the "party building + finance + consumption assistance" model that brought us a great turnaround
.
On the one hand, the center docked with enterprises and institutions, on the other hand, it jointly carried out a full reduction activity with banks, guided the majority of trade union members to purchase from the double innovation center, opened up sales channels for products such as Xinjiang's famous jujube walnuts, and achieved a win-win situation, which not only found a way out for helping high-quality products, but also allowed Beijing citizens to eat local high-quality products
.

Beijing citizens buy local specialty products at the Xinjiang showroom

The innovation and creation of the "party building + consumption assistance + finance" model introduced by Nie Wei is a series of party building brand activities carried out by the center, which has become an effective way to widely carry out social mobilization and publicity, such as by "listening to a themed party class, reliving a party oath, and experiencing a consumption poverty alleviation" on the spot, leading the majority of party members to deeply understand the relevant policies of consumption poverty alleviation, Beijing's innovative measures, and the importance of consumption poverty alleviation, and guiding party members and cadres to participate in consumption assistance in the way of "purchasing in lieu of donation" and "buying in lieu of help".
Make consumption poverty alleviation a matter
of "everyone can do, everyone wants to do, and everyone can do it".
At present, more than 2,000 party building activities have been carried out, serving more than 100,000 party members in the city
.

In view of the weak price advantage of poverty alleviation products entering the Beijing market at the beginning, the center, together with CCB Beijing Branch and Bank of Beijing, launched the "government, enterprise bank + consumption poverty alleviation" model
.
For example
, the first consumer poverty alleviation love card with the theme of consumption poverty alleviation issued in cooperation with CCB has reached 1.
27 million cards so far.
Including the recently launched "Beijing Cai Xipin" trade union consumption assistance month activity with the support of the Municipal Federation of Trade Unions and the Bank of Beijing, enjoy a discount
of 100 yuan off 200 yuan.
Through financial leverage, the price of products is reduced, so that consumers and citizens can widely participate in consumption poverty alleviation, and effectively enhance the stickiness
between poverty alleviation products and consumers.

In addition, with the strong support of the Municipal State-owned Assets Supervision and Administration Commission and the Aid and Co-operation Office, large-scale activities such as the Spring Festival Fair and the promotion of special products for consumption assistance are held every year, exploring the "Internet + consumption poverty alleviation" model, and increasing the publicity and promotion of assistance products, so that more people can understand consumption assistance, understand consumption assistance, and better participate in consumption assistance
.

From blood transfusion to hematopoiesis, from poverty alleviation to assistance, to promoting rural revitalization and helping rural areas, the Center for Innovation and Innovation has done a lot of work and achieved remarkable results, winning the "National Consumption Poverty Alleviation Typical Case Award" and "National Consumption Poverty Alleviation Demonstration", and won the title of "National Advanced Group for Poverty Alleviation" at the National Poverty Alleviation Summary and Commendation Conference
.
Won the "National May Day Labor Award"
.
This has laid a good foundation
for continuing to help farmers in the future.

Speaking of this, Liu Xiang did not complacent, but was full of ambition for the follow-up industrial assistance, he said that the more important work in the future is to improve the market competitiveness of help products, agricultural and sideline products, enhance their own hematopoietic function, and develop new business models under the condition of better meeting market demand, only in this way can the rural revitalization goals put forward by the 20th National Congress of the Communist Party of China be implemented and the role
of the party better played.

Helping to help the revitalization of regional industries is an important task at present and in the future, in this regard, the Dual Innovation Center has also had specific plans, such as excavating product characteristics, incubating its own help product brands, etc.
, and will continue to take bulk products as a breakthrough, make good use of the "First Food Benefit" help brand, incubate more help product categories, and enhance the competitiveness of
help products.
The second is to improve the operation mode and solidly promote the construction and operation
of technological kitchens.
At present, the consumer assistance technology kitchen jointly built by the Double Innovation Center Company and Xinjiang Fruit Industry Group is steadily progressing and is planned to be completed and put into use in 2023, when it will regularly create Internet celebrity dishes for each venue of the Double Innovation Center, and guide high-traffic groups such as Internet celebrities and anchors to the scene for tasting and promotion, so as to improve the exposure and customer flow
of the Double Innovation Center.
The third is to focus on expanding interest e-commerce business, build an interest e-commerce platform matrix, and focus on promoting the innovation and innovation center and Beijing support cooperation area to help products and tourism and cultural resources
.
The center has built its own accounts on platforms such as Douyin, Kuaishou, Channels, Xiaohongshu, bilibili, and Weibo, and up to now, the number of followers of Kuaishou accounts has exceeded 6,000, and the total number of fans of all accounts has exceeded 12,000.

Consumption assistance is not a one-time thing, only perseverance, effectively do a good job in consolidating and expanding the achievements and effectively linking rural revitalization, so that the foundation of poverty alleviation is more solid and the results more sustainable, we will certainly be able to draw a magnificent picture of rural revitalization, in this regard, Liu Xiang is full of confidence
.

(Fan Yongwei, Lu Jiali)

Preliminary review: Li Song Responsible editor: Xiao Zhihan Review: Ouyang Meihua