"The World Looks to China for Ginseng, China Looks to Jilin": New E-commerce Empowers Jilin Ginseng Industry to Soar

"The World Looks to China for Ginseng, China Looks to Jilin": New E-commerce Empowers Jilin Ginseng Industry to Soar"The world looks to China for ginseng, China looks to Jilin." This saying highlights the pivotal role of Jilin ginseng in the global ginseng landscape

"The World Looks to China for Ginseng, China Looks to Jilin": New E-commerce Empowers Jilin Ginseng Industry to Soar

"The world looks to China for ginseng, China looks to Jilin." This saying highlights the pivotal role of Jilin ginseng in the global ginseng landscape. Blessed with an unparalleled natural environment that nurtures high-quality ginseng, Jilin has established itself as the world's largest ginseng producing region. Data reveals that Jilin accounts for 60% of China's ginseng production and 40% of global production. In 2023, the province's ginseng industry achieved a comprehensive output value of 70.85 billion yuan, marking a 10.3% increase year-on-year. In recent years, Jilin ginseng industry has leveraged the momentum of new e-commerce platforms, resulting in a surge in brand recognition and continuous market expansion.

Chi Na, Deputy General Manager of Changbai Mountain Ginseng E-commerce Co., Ltd., stated, "We have truly witnessed the benefits brought by new e-commerce. By June 30th of this year, our online sales volume has increased by nearly 40% compared to the same period last year. We expect an explosive growth in the second half of the year." Chi Na's mention of recent livestream sales exceeding 20 million yuan and individual product sales reaching 130,000 units serves as a vivid illustration of how new e-commerce fuels the growth of Jilin ginseng industry.

As early as 2020, Changbai Mountain Ginseng Industry Group established a dedicated e-commerce team and set up operation centers in Changchun headquarters and Hangzhou. After four years of development, the Group has secured flagship stores on major e-commerce platforms including Tmall, JD.com, Pinduoduo, Douyin, Kuaishou, Xiaohongshu, Vipshop, Kaola, and Video Account, with over 50 online stores in total. Beyond refining its e-commerce platform layout, the Group has also developed its own livestreaming team, conducting in-store broadcasts, establishing private traffic pools, and guiding online customers to private channels such as WeChat and self-owned online stores, thus achieving double growth in sales and profits.

Chi Na believes that livestream e-commerce holds greater explosiveness than traditional channels, unconstrained by geographic limitations and capable of reaching a broader consumer base. Moreover, through data analysis and precise marketing strategies, it can achieve precise targeting of specific customer groups, enhancing marketing efficiency and effectiveness. The product demonstrations, feature introductions, and use case showcases in livestreams further enhance consumer understanding of the product, boosting purchase intent and driving product sales growth. The real-time interactive and comment features of livestreaming also enhance user engagement and loyalty.

In recent years, the New E-commerce Conference has provided a crucial platform for the development of Jilin ginseng industry. Since the inaugural conference in 2021, Changbai Mountain Ginseng Industry Group has actively participated, bringing over 40 types of ginseng products to this year's fourth conference. Chi Na shared that through her participation over these four years, she has deeply realized the rise of new e-commerce and the immense potential of digital transformation in rural economy.

According to the "China New E-commerce Development Report 2024," new e-commerce, compared to traditional shelf e-commerce, substitutes "search logic" with "stimulation logic," encompassing various forms such as social e-commerce, livestreaming e-commerce, content e-commerce, cross-border e-commerce, and instant retail, bringing brand new business opportunities and consumer experiences to both businesses and consumers.

Jilin Province prioritizes the construction of "Digital Jilin" as a key strategy, recognizing new e-commerce as a significant domain within the digital economy and actively promoting its development. The "Jilin Province's 14th Five-Year Plan for National Economic and Social Development and Long-Term Objectives for 2035" establishes a chapter dedicated to "Innovating and Expanding E-commerce," explicitly outlining the acceleration of online-offline integrated consumption, the establishment of new media livestreaming comprehensive complexes, public service centers, livestreaming e-commerce demonstration bases, and the cultivation of traffic-driven economy, thus laying out a clear development roadmap for the new e-commerce industry.

Regarding rural e-commerce, Jilin Province leverages regional brand certification policies like "Jizhi Jipin" and "Jizhihao" brand development, collaborating with the Department of Agriculture and Rural Affairs to build strong brands for advantageous agricultural products and food items like Jilin rice, Jilin deer antler, Changbai Mountain ginseng, and black fungus. A provincial database for e-commerce brand product supply chains has been established, currently encompassing 1,000 varieties.

New e-commerce plays an increasingly crucial role in assisting Jilin Province's efforts in building characteristic industry brands and expanding market reach. Yingchao Technology's big data statistics and monitoring reveal that Jilin Province's online retail sales exceeded 100 billion yuan in 2023, marking a 24% year-on-year increase, significantly exceeding the national average and securing the top spot nationwide. Among them, Jilin ginseng, deer products, black fungus, and rice, four characteristic products, achieved market shares of 77.5%, 49.2%, 33.4%, and 22.6%, respectively, in the online market.

Chi Na stated, "The New E-commerce Conference provides an excellent platform for businesses across various sectors to showcase themselves and connect with resources. Through this conference, we will further solidify and expand our presence in the international market, jointly exploring sales strategies and promotion models that suit local markets. Looking ahead, we will continue to lay out plans for the overseas market, putting "Made in China, Go Global" into action with concrete steps, guiding high-quality, characteristic resource products from Jilin to broader overseas markets."

The vibrant development of new e-commerce has infused fresh vitality into the Jilin ginseng industry, providing strong support for establishing characteristic industry brands and expanding market reach within the province. We are confident that Jilin ginseng will continue to ride the new e-commerce wave, set sail for greater heights, conquer broader market stages, and bring health and happiness to even more consumers.

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