陕西平利“多多农园”王秀梅带动51户脱贫：“总书记说，电商是一种新兴业态，鼓励我们好好干！”

来源/物流指闻（ID：wuliuzhiwen）

在平利县的一个社区工厂里，央视新闻的镜头记录下了这样一幕：“直播是趋势，要好好珍惜。”在社区工厂里，总书记对平利县电商协会秘书长王秀梅表示。

</p><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><br/><span style="font-size: 16px;"/></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;">王秀梅是陕西平利县电商脱贫的带头人之一，王秀梅所负责的当地多多农园合作社，共有51户贫困户。</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"><br/></span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;">2019年，有经验、懂电商的王秀梅成为了平利县多多农园的带头人。</span><span style="font-size: 16px;background-color: rgb(255, 251, 0);"><a class="relation-object item" data-ticket="0b4eb22a9e386fb5bf162a0312935643" data-type="item" href="/data/item/0b4eb22a9e386fb5bf162a0312935643" target="_blank">拼多多</a>捐助了合作社52万元的启动资金，并提供了业务培训和流量扶持。</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"><br/></span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;">半年时间内，王秀梅和中国数万名<a class="relation-object item" data-ticket="5c40b45a2618b31a66a66315d11c3d23" data-type="item" href="/data/item/5c40b45a2618b31a66a66315d11c3d23" target="_blank">新农人</a>一样将脱贫变成了自己的创业起点：成立合作社激发农民积极性，由合作社定向收购和加工，并在<a class="relation-object item" data-ticket="0b4eb22a9e386fb5bf162a0312935643" data-type="item" href="/data/item/0b4eb22a9e386fb5bf162a0312935643" target="_blank">拼多多</a>上开启新品牌，利用<a class="relation-object tag" data-ticket="7bbe8e2fc717dcd127692b7ae1f1f76b" data-type="tag" href="javascript:void(0);">直播</a>带货，并将收益返还给农民。</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"><br/></span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;">如今，王秀梅所在的多多农园合作社店铺，已经成为平台上养生茶类目的热销产品。</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"> </span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;">平利县属于秦巴连片特困区，是全国14个集中连片特困地区之一。集中连片特困地区贫困程度深、脱贫和巩固脱贫成果难度大，都是贫中之贫、困中之困，是最难啃下的“硬骨头”。平利县也不例外，此前经济发展一直落后，“十二五”末，全县依然有贫困村79个，贫困发生率高达22.4%。</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"><br/></span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;background-color: rgb(255, 251, 0);">成立电商合作社、利用新电商资源开网店创品牌、上直播，在王秀梅和多多农园的示范效应下，这已经成为平利电商脱贫的典型路径。</span><span style="font-size: 16px;">目前，平利县在拼多多开设店铺近千家，除了当地特产绞股蓝、野菜、木耳、蜂蜜、苞谷花等农副产品，包括丝袜等工业品也都搬上了网，被带进了直播间。</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"><br/></span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"><br/></span></section><section style="margin-top: 10px;margin-bottom: 10px;padding-right: 1em;padding-left: 1em;max-width: 100%;box-sizing: border-box;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;white-space: normal;background-color: rgb(255, 255, 255);text-align: center;letter-spacing: 1px;overflow-wrap: break-word !important;"><section style="max-width: 100%;box-sizing: border-box;display: inline-block;overflow-wrap: break-word !important;"><section style="max-width: 100%;box-sizing: border-box;border-width: 1px;border-style: solid;border-color: rgb(34, 94, 145);width: 2em;height: 2em;line-height: 2em;color: rgb(34, 94, 145);font-size: 14px;overflow-wrap: break-word !important;"><p style="max-width: 100%;box-sizing: border-box;min-height: 1em;overflow-wrap: break-word !important;"><span style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;">01</strong></span></p></section><section style="margin-top: -0.55em;margin-right: -0.3em;margin-left: auto;max-width: 100%;box-sizing: border-box;width: 0.8em;height: 0.8em;transform: rotate(180deg);overflow-wrap: break-word !important;"><section style="max-width: 100%;box-sizing: border-box;width: 0.8em;height: 1px;transform-origin: left bottom 0px;transform: rotate(45deg);background-color: rgb(34, 94, 145);overflow-wrap: break-word !important;"><br style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"/></section></section></section></section><section style="margin-bottom: 10px;padding-right: 1em;padding-left: 1em;max-width: 100%;box-sizing: border-box;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;white-space: normal;background-color: rgb(255, 255, 255);text-align: center;letter-spacing: 1px;overflow-wrap: break-word !important;"><section style="max-width: 100%;box-sizing: border-box;display: inline-block;min-width: 10%;vertical-align: top;overflow-wrap: break-word !important;"><section powered-by="xiumi.us" style="max-width: 100%;box-sizing: border-box;text-align: justify;color: rgb(34, 94, 145);letter-spacing: 4px;overflow-wrap: break-word !important;"><section style="padding-right: 1em;padding-left: 1em;max-width: 100%;text-align: center;letter-spacing: 1px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 16px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;letter-spacing: 1px;box-sizing: border-box !important;overflow-wrap: break-word !important;">从年轻人到成为“<a class="relation-object item" data-ticket="5c40b45a2618b31a66a66315d11c3d23" data-type="item" href="/data/item/5c40b45a2618b31a66a66315d11c3d23" target="_blank">新农人</a>”</span></strong></strong></span></section></section></section></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"><br/></span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;">最近，王秀梅又多了一个身份——平利县<a class="relation-object tag" data-ticket="4154f9d6ea373709b909f0e603f018c9" data-type="tag" href="javascript:void(0);">电子商务</a>协会秘书长。</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"><br/></span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;">因为在拼多多上做得不错，王秀梅被选中成为当地电商带头人之一。</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"><br/></span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;">今年31岁的王秀梅是平利县人，从小就在平利县长大。2010年，王秀梅从安康职业技术学院毕业后，先是做了几年的<a class="relation-object tag" data-ticket="815fd575e499c0a2ea6b3c4cfcc1db02" data-type="tag" href="javascript:void(0);">幼儿园</a>和小学的教师工作。但安稳的工作并不能抚平王秀梅想创业的躁动内心。2015年年底，王秀梅便辞掉了工作，回到了家乡。</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"> </span></section><p style="text-align: center;padding-left: 1em;padding-right: 1em;"><img class="rich_pages" data-ratio="0.5625" data-s="300,640" data-type="jpeg" data-w="1280" style="" src="https://img.jinglingshuju.com/news-image/038b11f502e06d151017436f866d31c5.jpeg"/></p><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"/></section><p style="text-align: center;padding-left: 1em;padding-right: 1em;"><img class="rich_pages" data-ratio="0.5535714285714286" data-s="300,640" data-type="jpeg" data-w="784" style="" src="https://img.jinglingshuju.com/news-image/8fe549cd839eef064db7cd1cb8469cf2.jpeg"/></p><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 14px;">2019年，在国家扶贫办的指导下，拼多多与陕西平利县政府签署“扶贫战略合作协议”，平利县“新农人”王秀梅被聘为平利县多多农园绞股蓝合作社负责人。张华摄</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><br/></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;">在中国，像王秀梅一样选择了回到家乡，在建设家乡中寻找个人价值和意义的年轻人还有很多。</span><span style="font-size: 16px;background-color: rgb(255, 251, 0);">拼多多提供的数据显示，截至2019年，拼多多平台已经累计带动86000余名新农人返乡创业，他们将在未来成为中国乡村建设的核心力量。</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"><br/></span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;">在王秀梅返乡的同时，一轮电商创业浪潮正在平利当地政府的带动下，徐徐拉开帷幕。平利县地处陕、鄂、渝三省市交界，自然资源丰富，同时也是“南水北调”的重要水源涵养区。为保证汉江“一江清水送北京”，平利县在主体功能区规划中被列为“限制开发区”，许多工业项目不能落地，多年来发展受到限制，平利县也因此扣上了贫困县的帽子。</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"><br/></span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;">此前，平利跟全国很多地方一样，尝试各种产业扶贫实践，引入外部资本发展特色产业，但因为缺乏对市场的理解，且传统经销基础薄弱，效果一直并不理想。</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"> </span></section><p style="text-align: center;padding-left: 1em;padding-right: 1em;"><img class="rich_pages" data-ratio="0.56171875" data-s="300,640" data-type="jpeg" data-w="1280" style="" src="https://img.jinglingshuju.com/news-image/59968763cf8b48e8dfd2d30e7ce52ac7.jpeg"/></p><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 14px;">2019年4月9日，国家扶贫办社会扶贫司的指导下，陕西平利县人民政府与上海寻梦信息技术有限公司（拼多多平台）签订扶贫助农合作协议。张华摄</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><br/></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="background-color: rgb(255, 251, 0);font-size: 16px;">2016年，在中</span><span style="font-size: 16px;background-color: rgb(255, 251, 0);">央和省政府的支持下，平利县正式被确定为国家<a class="relation-object tag" data-ticket="4154f9d6ea373709b909f0e603f018c9" data-type="tag" href="javascript:void(0);">电子商务</a>进农村综合示范县，获得了1500万元的项目扶持基金。</span><span style="font-size: 16px;">随后，平利县开始引进<a class="relation-object tag" data-ticket="ccbb7801eeb1f61b0d4e9282f2c5e645" data-type="tag" href="javascript:void(0);">物流</a>公司、培训电商人才、设立专项基金，走上了鼓励电商创业、快速发展电商的道路。</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"><br/></span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;">作为村里为数不多的几个大学生之一，当时在村里挂职第一书记的县政法委领导找到了王秀梅，“你是大学生，现在政策这么好，你得带头试试。”</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"/></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;">经不住三番五次劝说，原本内心就有创业梦的王秀梅最终下定决心创业。</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"><br/></span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;">但从下定决心创业到最终摸索出“多多农园”这样的合作社模式，王秀梅花了整整五年时间。</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"><br/></span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;">一开始，王秀梅决定把自己的一家<a class="relation-object item" data-ticket="63f2ae8490e68a3dc0840ea80c2a5cf3" data-type="item" href="/data/item/63f2ae8490e68a3dc0840ea80c2a5cf3" target="_blank">淘宝</a>店和当地特产绞股蓝结合起来，开设一个绞股蓝的专卖店。</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"><br/></span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;background-color: rgb(255, 251, 0);">尽管<a class="relation-object item" data-ticket="63f2ae8490e68a3dc0840ea80c2a5cf3" data-type="item" href="/data/item/63f2ae8490e68a3dc0840ea80c2a5cf3" target="_blank">淘宝</a>店开设运营了好几年，但互联网的流量日趋金贵，竞争也变得激烈。</span><span style="font-size: 16px;">即使是看似冷门的绞股蓝，同样也有着不少的同类大品牌商家。品牌之间掀起的价格战和流量投放让不少中小企业没有了入局的机会。</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"><br/></span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;background-color: rgb(255, 251, 0);">眼看着线上流量遇到困境，王秀梅被迫只能去线下碰碰运气。此后几年，王秀梅先是开设了一家线下门店，之后又通过加盟方式扩展到8家。</span><span style="font-size: 16px;">线下门店资本重、投入高、扩张速度慢，刚创业的几年，王秀梅并没有尝到甜头。</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"><br/></span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;">而更重要的是，王秀梅在实践中逐渐发现，对于当地农产品来说，需要的不是“单纯的销售渠道”。</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><br/></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><br/></section><section style="margin-top: 10px;margin-bottom: 10px;padding-right: 1em;padding-left: 1em;white-space: normal;max-width: 100%;box-sizing: border-box;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;background-color: rgb(255, 255, 255);text-align: center;letter-spacing: 1px;overflow-wrap: break-word !important;"><section style="max-width: 100%;box-sizing: border-box;display: inline-block;overflow-wrap: break-word !important;"><section style="max-width: 100%;box-sizing: border-box;border-width: 1px;border-style: solid;border-color: rgb(34, 94, 145);width: 2em;height: 2em;line-height: 2em;color: rgb(34, 94, 145);font-size: 14px;overflow-wrap: break-word !important;"><p style="max-width: 100%;box-sizing: border-box;min-height: 1em;overflow-wrap: break-word !important;"><span style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;">02</strong></span></p></section><section style="margin-top: -0.55em;margin-right: -0.3em;margin-left: auto;max-width: 100%;box-sizing: border-box;width: 0.8em;height: 0.8em;transform: rotate(180deg);overflow-wrap: break-word !important;"><section style="max-width: 100%;box-sizing: border-box;width: 0.8em;height: 1px;transform-origin: left bottom 0px;transform: rotate(45deg);background-color: rgb(34, 94, 145);overflow-wrap: break-word !important;"><br style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"/></section></section></section></section><section style="margin-bottom: 10px;padding-right: 1em;padding-left: 1em;white-space: normal;max-width: 100%;box-sizing: border-box;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;background-color: rgb(255, 255, 255);text-align: center;letter-spacing: 1px;overflow-wrap: break-word !important;"><section style="max-width: 100%;box-sizing: border-box;display: inline-block;min-width: 10%;vertical-align: top;overflow-wrap: break-word !important;"><section powered-by="xiumi.us" style="max-width: 100%;box-sizing: border-box;text-align: justify;color: rgb(34, 94, 145);letter-spacing: 4px;overflow-wrap: break-word !important;"><section style="padding-right: 1em;padding-left: 1em;max-width: 100%;text-align: center;letter-spacing: 1px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 16px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;letter-spacing: 1px;box-sizing: border-box !important;overflow-wrap: break-word !important;">借力新电商，与贫困户共享创业成果</span></strong></strong></span></section></section></section></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"><br/></span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;">2019年4月，距离平利县1800公里之外的云南保山，一种新型的扶贫模式“多多农园”正式落地，当地792名建档立卡贫困农户成为全产业链的利益主体。</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"><br/></span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;">这是多多农园的第一个项目。这种模式的关键，在于通过“电商+合作社”的模式，将贫困农户联结起来。贫困户可以通过合作社来共享销售收益，同时，合作社带头人负责运营店铺，又保证了这些贫困户可以安心生产。</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"><br/></span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;">此时，王秀梅也正逐渐意识到，</span><span style="font-size: 16px;background-color: rgb(255, 251, 0);">虽然当地特产绞股蓝很好，但却面临着几个重要的难题。首先，是产品质量难以保证</span><span style="font-size: 16px;">，而产品质量难以保证的原因，是因为虽然当地建起了一些线上线下的店铺，但作为生产者的农民们却无法共享这些收益。</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"><br/></span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;">平利县存在的问题，也同时是很多地方电商脱贫生态遇到的难题。对于农民来说，这些电商店铺只是一个销售渠道，和每年开进田间收购的线下经销商的卡车没有什么不同。因此，没能享受电商销售的红利，农户们也没有了生产和改进生产的积极性。</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"><br/></span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;">此时，通过直连<a class="relation-object tag" data-ticket="85f42dcd706f66322ff0ed108613ff9c" data-type="tag" href="javascript:void(0);">消费</a>端“最后一公里”和原产地“最初一公里”，云南保山的多多农园实验逐渐有了成效。</span><span style="font-size: 16px;background-color: rgb(255, 251, 0);">都市白领最爱的<a class="relation-object tag" data-ticket="d6c5887dd5486c6f135f557953eaf90c" data-type="tag" href="javascript:void(0);">咖啡豆</a>，从这里运出，直接寄送到城市的写字楼里。减少了“中间商赚差价”，种植咖啡的直过民族傈僳族百姓也成为了电商店铺的“股东”。</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"><br/></span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;">有了云南保山的成功案例，拼多多助农项目经理徐筱玮接到了任务：</span><span style="font-size: 16px;background-color: rgb(255, 251, 0);">要迅速把这一模式全面铺开，借助拼多多已经培养和引导起来的数万名新农人，去建立更多典型。</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"><br/></span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;">正是这样的机缘巧合，2019年8月，在当地政府的引荐下，作为大学生创业代表的王秀梅遇见了正准备在当地考察的徐筱玮。</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"><br/></span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;">此前，平利县人民政府和拼多多已经在北京签署了战略合作，双方将积极推动平利<a class="relation-object tag" data-ticket="85f42dcd706f66322ff0ed108613ff9c" data-type="tag" href="javascript:void(0);">消费</a>扶贫的发展。</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"><br/></span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;background-color: rgb(255, 251, 0);">王秀梅是拼多多的忠实用户，喜欢在上面买很多日常用品。但提及开店，王秀梅心里还是没底：之前的经历让她对电商有了一些畏惧心理，此外，她也担心，如果只是开一个店铺，好像并没有什么不同？</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"><br/></span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;">“你带队做一个合作社，带领贫困户种植、加工，我们给你们启动资金，你要做的，就是带着大家一块把品牌和销售做好，把合作社做成新农商企业”，徐筱玮说。</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"><br/></span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;">当年9月，王秀梅带领51户种植绞股蓝的贫困户组成了寻梦农园绞股蓝合作社。</span><span style="font-size: 16px;background-color: rgb(255, 251, 0);">多多农园资助了52万元作为启动金，对标现代企业管理制度，“资金变股金，农民变股民”，参与的51户贫困户全部成为了合作社的股东，他们为合作社生产适合电商销售的绞股蓝产品，并共同分享合作社的商业收益。</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"> </span></section><p style="text-align: center;padding-left: 1em;padding-right: 1em;"><img class="rich_pages" data-ratio="0.75" data-s="300,640" data-type="jpeg" data-w="1124" style="" src="https://img.jinglingshuju.com/news-image/7949ae9026486c9fb7f9b4891d2defbb.jpeg"/></p><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 14px;">▲2019年9月，多多农园正式落地平利县。拼多多无偿投入52万元资金，用于合作社建设、电商人才培训以及绞股蓝加工厂的建设等。签约仪式上，王秀梅（左一）作为51户贫困户的代表，与拼多多签署了合作社协议。张华摄 </span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"><br/></span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;">有了启动金，王秀梅所在的合作社先买来了一辆用来拉绞股蓝的货车，租用了当地的库房，一个全新的合作社工厂得以建成和开工。与此同时，以合作社名义开设的拼多多旗舰店也正式运营。</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><br/></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><br/></section><section style="margin-top: 10px;margin-bottom: 10px;padding-right: 1em;padding-left: 1em;white-space: normal;max-width: 100%;box-sizing: border-box;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;background-color: rgb(255, 255, 255);text-align: center;letter-spacing: 1px;overflow-wrap: break-word !important;"><section style="max-width: 100%;box-sizing: border-box;display: inline-block;overflow-wrap: break-word !important;"><section style="max-width: 100%;box-sizing: border-box;border-width: 1px;border-style: solid;border-color: rgb(34, 94, 145);width: 2em;height: 2em;line-height: 2em;color: rgb(34, 94, 145);font-size: 14px;overflow-wrap: break-word !important;"><p style="max-width: 100%;box-sizing: border-box;min-height: 1em;overflow-wrap: break-word !important;"><span style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="max-width: 100%;box-sizing: border-box;overflow-wrap: break-word !important;">03</strong></span></p></section><section style="margin-top: -0.55em;margin-right: -0.3em;margin-left: auto;max-width: 100%;box-sizing: border-box;width: 0.8em;height: 0.8em;transform: rotate(180deg);overflow-wrap: break-word !important;"><section style="max-width: 100%;box-sizing: border-box;width: 0.8em;height: 1px;transform-origin: left bottom 0px;transform: rotate(45deg);background-color: rgb(34, 94, 145);overflow-wrap: break-word !important;"><br style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"/></section></section></section></section><section style="margin-bottom: 10px;padding-right: 1em;padding-left: 1em;white-space: normal;max-width: 100%;box-sizing: border-box;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;background-color: rgb(255, 255, 255);text-align: center;letter-spacing: 1px;overflow-wrap: break-word !important;"><section style="max-width: 100%;box-sizing: border-box;display: inline-block;min-width: 10%;vertical-align: top;overflow-wrap: break-word !important;"><section powered-by="xiumi.us" style="max-width: 100%;box-sizing: border-box;text-align: justify;color: rgb(34, 94, 145);letter-spacing: 4px;overflow-wrap: break-word !important;"><section style="padding-right: 1em;padding-left: 1em;max-width: 100%;text-align: center;letter-spacing: 1px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 16px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;letter-spacing: 1px;box-sizing: border-box !important;overflow-wrap: break-word !important;">做直播做产品，从合作社到新品牌</span></strong></strong></span></section></section></section></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"><br/></span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;">徐昌美是合作社的一名成员。因为母亲常年生病，徐昌美难以外出打工。而在平利县，外出打工是很多年轻人带动家庭脱贫的共同选择。当地政府相关人士曾透露过一组数据，留在家里做农业生产，一年收入最多几千块，而外出打工，一年能有一两万块。</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"><br/></span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;">徐昌美加入合作社后，将家庭的20多亩绞股蓝交给了合作社进行共同托管，实现集体生产和销售。2019年，仅半年时间，徐昌美光卖绞股蓝就收入了3万多元，这还不包括合作社的分红和其他劳务收入。</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"><br/></span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;background-color: rgb(255, 251, 0);">多多农园是一次新的“电商+扶贫+生产组织形态”的系统创新，当地政府相关人士总结称。这一个系统性的变革，为电商脱贫带来了新的发展思路。</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"><br/></span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;">2020年2月，在合作社的拼多多店铺开启之后，王秀梅发现拼多多上线了直播功能。</span><span style="font-size: 16px;">王秀梅开始尝试直播，自己做销售员、做会计、做主播。</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"> </span></section><p style="text-align: center;padding-left: 1em;padding-right: 1em;"><img class="rich_pages" data-ratio="1" data-s="300,640" data-type="jpeg" data-w="665" style="" src="https://img.jinglingshuju.com/news-image/f274f175b398dc4eb36d8cc713d2c42d.jpeg"/></p><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 14px;">▲王秀梅正在拼多多上尝试直播。今年2月开始，为了带领51户贫困户顺利脱贫，王秀梅走进了直播间。一个月下来，令王秀梅没想到的是，效果还不错，店铺一度成为养生茶类目好评榜的第一位。</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"><br/></span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;">在向徐筱玮请教之后，</span><span style="font-size: 16px;background-color: rgb(255, 251, 0);">拼多多派出多多大学的培训人员向王秀梅和合作社的贫困户进行了远程指导。此后，在拼多多做直播卖扶贫产品，成为了王秀梅的新工作。</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"><br/></span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;">去贫困户家收购的间隙、工厂加工的绞股蓝的片段、晚上回家沏一壶绞股蓝茶，都成了王秀梅的直播内容。在直播中，王秀梅告诉粉丝们，自己的“每一片茶叶”都源自于贫困户的手工采摘。</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"><br/></span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;">为了让消费者相信产品质量，王秀梅挨家挨户说服了合作社成员，“我们要给别人承诺，30天可以无理由退换货，让他们试喝”。王秀梅表示，扶贫产品的本质还是要回到产品上，很多人一开始不理解，觉得茶叶为什么要承诺30天试喝，但王秀梅觉得，要通过这种形式，让成员们学习适应电商平台的规律，懂得用户思维。</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"><br/></span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;">很快，</span><span style="font-size: 16px;background-color: rgb(255, 251, 0);">在王秀梅的努力下，销量也逐渐上来，在一个月的时间，就成为了细分类目的好评榜第一名。</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"> </span></section><p style="text-align: center;padding-left: 1em;padding-right: 1em;"><img class="rich_pages" data-ratio="0.6666666666666666" data-s="300,640" data-type="jpeg" data-w="1158" style="" src="https://img.jinglingshuju.com/news-image/356939a12792f855b3fe3ea8d76d32ee.jpeg"/></p><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><br/></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 14px;">▲多多农园合作社工厂的车间上，也打出了“助推乡村振兴”的标语。张华摄</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 14px;"><br/></span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;">如今，在平利县，受到王秀梅一样的新农人启发，大家纷纷以合作社的形式开始了“脱贫加创业”。拼多多数据显示，平利县在拼多多上开设的店铺有接近1000家，除了绞股蓝一样的农产品之外，还包括了手工艺品、轻工业纸品、社区工厂产品等。</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"><br/></span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;background-color: rgb(255, 251, 0);">“电商不只是渠道，也是一种思维模式的转变，”王秀梅表示，“我们只有把贫困户的利益和电商结合起来，才能发挥最大价值。” </span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"><br/></span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;">类似的实践，在陕西各地也逐渐开始推广起来。4月23日，央视新闻联合拼多多进行了一场“脱贫攻坚直播”，首批参与展销的扶贫产品，来自全省32个扶贫生产合作社。这些合作社将农户联合起来，变成了“前方是网商，后方是贫困户”的脱贫新模式。</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"><br/></span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;">4月21日上午，乍暖还寒的平利下了一场小雨，湿润的空气中带有一丝寒意。</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"><br/></span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;">作为电商协会秘书长，王秀梅来到了当地锦屏社区的工厂。在这里，社区工厂里的主播们正准备在拼多多等平台开始直播，而已经成为电商直播达人的王秀梅则现场帮忙调试设备。</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"><br/></span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;">“受总书记的叮嘱，我们要多培养一些乡村网红，要把我们平利的农产品卖到全国去。”王秀梅说。</span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"><br/></span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><span style="font-size: 16px;"><span style="color: rgb(136, 136, 136);font-family: -apple-system-font, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 14px;letter-spacing: 1px;background-color: rgb(255, 255, 255);">来源/<a class="relation-object item" data-ticket="4db0b7332ddbc87471539ce636a7e6d3" data-type="item" href="/data/item/4db0b7332ddbc87471539ce636a7e6d3" target="_blank">物流指闻</a></span><span style="color: rgb(136, 136, 136);font-family: -apple-system-font, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 14px;letter-spacing: 1px;background-color: rgb(255, 255, 255);">（</span><span style="color: rgb(136, 136, 136);font-family: -apple-system-font, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 14px;letter-spacing: 1px;background-color: rgb(255, 255, 255);">ID</span><span style="color: rgb(136, 136, 136);font-family: -apple-system-font, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 14px;letter-spacing: 1px;background-color: rgb(255, 255, 255);">：</span><span style="color: rgb(136, 136, 136);font-family: -apple-system-font, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 14px;letter-spacing: 1px;background-color: rgb(255, 255, 255);">wuliuzhiwen</span><span style="color: rgb(136, 136, 136);font-family: -apple-system-font, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 14px;letter-spacing: 1px;background-color: rgb(255, 255, 255);">）</span></span></section><section style="padding-left: 1em;padding-right: 1em;letter-spacing: 1px;"><br/></section><section style="padding-right: 1em;padding-left: 1em;max-width: 100%;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;white-space: normal;background-color: rgb(255, 255, 255);letter-spacing: 1px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 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【陕西“多多农园”脱贫带头人王秀梅：总书记说电商是新兴业态，鼓励我们好好干】