社畜→卖桃的精神小伙→“抖音网红”丨Business peachy for farmers selling on Douyin

XIAOKANG@GRASSROOTS

导读 

抖音上有不少这样的小众群体：他们不是唱跳俱佳的小姐姐，也不是能抖包袱的酷帅小哥哥，而是在自家菜地里/田埂上为农产品带货的“农民网红”。

今天，我们将走近两位北京平谷桃农的生活，通过他们的日常了解中国新型农民的脱贫致富故事。

盛夏过后，就到了吃桃子的时节。

为了吃上新鲜水嫩的大桃，采摘园一日游成了不少人的新消遣。上个月，我去了趟北京近郊的“大桃之乡”平谷，感受了下种桃子农户的真实生活。

第一次玩转新媒体

从北京出城，沿着京平高速往东北方向行驶，不过两个小时车程就能到平谷区，如果你这几天去，八成能在街边看到不少卖桃的农户，他们支起个帐篷，坐在藤条椅上，小桌上密密麻麻摆着不同品种的桃子：水蜜桃、蟠桃、黄桃……在当地农户口中，它们有更“专业”的名号：大久保、14号、蟠13、瑞光28等等。

Beijing's Pinggu district, located in the northeastern suburbs less than two hours by car from downtown, boasts a number of large peach farms, which have become a weekend destination for city dwellers who are into outdoor peach-picking over the years. 

If you visit the place during harvest season, you'll probably run into quite a few roadside stalls, where local villagers are selling a variety of fresh peaches with fancy names that most people have never heard of. 

“都是从地里现摘的，随便拿一个尝尝。”不到上午八点，32岁的杨小欢就开始“营业”了。坐在一筐筐桃子中间，他熟练地给桃子裹上白色包装内衬，把12只一组装盒打包。不同于其他卖桃人，小欢的摊位上挂着显眼的红底白字横幅，上面写着自己的品牌名，还附了一行手写的小字：抖音号XXX。

"Take a bite. It's freshly picked from my farm," said Yang Xiaohuan, 32, while packaging a batch. It's barely 8 am as Yang sits below his tent with a red banner while putting peaches into boxes, 12 for a set, to prepare an order from Douyin, a trending short-video social media platform. 

▲ 该抖音账号部分内容截图

小欢发型干练，说话嗓门高，有点“精神小伙”的气质，是自家抖音号上的短视频“男主角”。今年6月份， 他和35岁的发小贾海涛（桃哥）为自家的桃园注册了抖音号，加入电商大军，开始学习怎么做线上营销，两个人一个台前一个幕后。小欢的表弟也时常出现在抖音号里，他每天下午4点开始直播，瘦削腼腆，让人不禁直呼 “软萌”“可爱”。

A typical cool guy with a clean crew cut and loud voice, Yang created his first Douyin account in June to promote the produce from his peach farm with his friend Jia Haitao, who takes care of the logistics behind the scene while Yang appears on camera. Yang's cute cousin sometimes helps do the livestream at 4 pm. 

▲ 杨小欢（左一）和贾海涛（右一）在拍摄短视频

“这个视频为啥传上去之后很模糊，看不清楚呢？”贾海涛问。他此前没有接触过新媒体相关领域的知识，只是平时刷手机的时候经常看到别人带货。为了自家的桃子，他们兄弟俩决定试试，“我们没什么文化，都是从零起步，只能用心学习、多看多研究。”

"This video looks blurry on the app. Why is that?" Jia asked. Before June, they had absolutely no idea about the social media landscape and only came to know the importance of online marketing after coming across several internet marketers when browsing the short videos. "As farmers, we don't know too much. But we want to start from scratch and learn step by step," he said. 

虽然刚加入抖音平台不久，桃哥和小欢一路勇闯，一个月内就收获了三万多粉丝。

The outcome has been rewarding. Within a month, they garnered more than 30,000 fans on the video platform. 

最近几年，越来越多的农户开始利用网络直播拓宽农产品销路，借着短视频和直播的风口开辟新的营销模式。就在7月中旬，平谷区副区长也走进直播间，为大桃代言。据新京报报道，90分钟的直播活动吸引了28万余人观看，销售大桃21051箱。

做全职农民的乐趣

小欢和桃哥所在的王辛庄镇许家务村是平谷大桃产地之一。本世纪初，平谷鼓励发展大桃产业，到现在，这里还在务农的村民多以种桃卖桃为生。每年六月底至十月，大桃分批次成熟，供应首都和全国市场。

▲ 图片来自新京报

虽然村里的种桃历史有二十多年，但对于贾海涛来说，做一名全职农民其实是今年的事。与很多年轻人一样，桃哥本来在外边上班做司机，每个月能拿三四千左右。今年初家里亲人的变故让他萌生了回家帮忙打理桃园的想法。据他估计，“用心经营的话应该收入会比打工多，一年能有十来万收入吧。”

Their village, home to many good quality peach farms, has grown peach trees for over 20 years. But for Jia Haitao, being a full-time farmer is a new experience. Like many of his peers, he used to work in the nearby town. He earned a salary of 3,000-4,000 yuan ($430-575) per month as a driver, but decided to go back to take care of the land after one of his family members passed away at the beginning of this year.

According to him, his dedication to the farm could be more profitable than just being a rural worker, and he estimates he can earn more than 100,000 yuan per year. 

▲ 贾海涛（桃哥）在桃园里挑选桃子

贾海涛和杨小欢承包了20多亩地，地里除了桃子还种玉米、豆角、茄子、南瓜等蔬菜。不少从抖音认识他们的网友来采摘大桃时，桃哥也会捎带送一些有机蔬菜。

The two friends rented over 1.34 hectares of land from nearby villagers. Besides peaches, they have also grown vegetables and fruits, which are given as gifts to customers who come to buy peaches. Many people have discovered the farm from online platforms.

干农活本身是一件很辛苦的事，加上每天运营更新抖音，贾海涛每天的工作安排得满满当当。“早上基本是四点起床”，地里的农活要在天气热起来之前干完，到了八九点钟的时候会有收桃的商户上门，等处理完这些基本就到中午了。

Working the farm is a demanding job, and on top of that, Jia and his friend need to regularly update the video platform. "I basically get up at four in the morning every day," Jia said. Farmers prefer to finish the field labor before the temperature gets too hot. It's usually noon after they deliver the peaches to merchants or wholesalers. 

“有时候中午真的困啊，想休息一会。”但是吃过午饭后他们又要开始策划拍摄小视频，并为下午4点的直播做准备。“到了晚上需要整理抖音后台订单，我媳妇负责把订单弄在excel里。”海涛说。忙活完这些基本就过了晚上十一二点。

"Sometimes, I really want a quick nap," Jia said. "But I have to start brainstorming and shooting the short videos for Douyin in the early afternoon. The livestreaming is at 4 pm and we need to sort out the orders and their shipment details in a spreadsheet at night." Their regular bedtime is after midnight. 

相比打工，他认为卖桃给自己带来了更多成就感。“线上销量好的话一晚上能卖出一百来单，有时候几十单，每天都不定。也能帮村里的邻居亲戚卖一些，能帮家人卖出去桃是件特别高兴的事，特荣幸。”贾海涛说。

Hard as it is, Jia enjoys his daily life as a farmer because the experience brings him a sense of accomplishment. "I can sell dozens of orders during one livestream," he said, explaining that he also helps neighbors and relatives sell peaches online. "Being able to sell peaches for my family is a great honor."

进入7月下旬后，北京出现连续阴雨天气，这对桃农来说不是好消息，因为过多的雨水会让桃子烂在果园里。7月的最后一周里，他们选择下架抖音号上的货品， “我怕影响我家桃子的品质，等天气好了，我会继续为大家挑选”，小欢在一条抖音视频里告诉自己的粉丝。

"后记
100多年前传教士明恩溥写了一本叫《中国人的素质》的书，作者列举了中国人的26条特点，包括“勤劳”“因循守旧”等。
依靠勤劳双手致富当然是中国人千百年来的传统，但至少在桃哥和小欢身上，我看到了勇于追赶时代的智慧和闯劲。在决胜全面小康的路上，我们每个中国人都是守正创新的弄潮儿。"

撰稿/摄影：焦洁