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Jiang Meixia organized the four passenger stories she recorded into a book and named it "Right Heart · Listening".

　　Ms. Jiang took more than 200 rides for about four months and recorded the stories of 62 passengers, about 70,000 words. "Living in other people’s lives, truly feeling their joys and sorrows, switching between emotions, unable to help herself," she wrote at the end of the book. "Having such an experience is worth sobering up and satisfying."

　　And behind her recording these stories is the mutual trust and tolerance between strangers.

　　The 62 passengers covered all walks of life, of different ages and classes. Most of them started with the appearance of the passengers and the place where they got on the bus. Their stories could be described as strange.

　　"No matter what everyone is going through, they are generally satisfied and have their own little happiness." Jiang Meixia said that she set the tone for herself from the beginning to record these "positive energy" things.

　　Chengdu Business Daily reporter, Yu Zunsu, Lu Wangyi, photojournalist, Zhang Jian

　　After 120 days of online hailing and carrying more than 200 strangers, Jiang Meixia recorded the content and experiences of her chats with passengers in 60,000 to 70,000 words, bound into a book and titled "Right Heart · Listening". Just like Pu Songling, who set up a stall for tea in exchange for stories, in just four months, Jiang Meixia used online hailing to "break" into the lives of strangers in this city, and exchanged them for ordinary and touching stories. At present, she is still revising these stories, "hoping to find a suitable publisher to publish these stories."

　　Hundreds are harvested every day

　　But not RMB, but text

　　"When I experience my own joys and troubles, I think from time to time. Are others as happy as I am? Are others as worried as I am? What kind of life are they living?" – From Right Heart · Listening

　　Due to the need to take care of her daughter in the third year of high school, Jiang Meixia has no online car-booking now. A bound "book" is kept at home, full of the experience of driving and soliciting customers. In her words, "I get hundreds of dollars every day, but unfortunately it is not RMB, but some scattered words."

　　Even though she is already a mother, Jiang Meixia still maintains a curious heart about new things. Last year, she signed up for a ride-hailing account. "I just want to experience it, not to make money, not to meet strangers, just to learn about new ways of getting around." During the four months from May to August last year, Jiang Meixia drove her Toyota SUV and started driving online hailing in the main urban area of Chengdu.

　　Once near Taikoo Li, a male passenger "collapsed" in the passenger seat as soon as he got on the bus. "I was really depressed." The way the other party talked made Jiang Meixia unable to adapt for a while. "I also chatted with him naturally, like real-world friends who have known each other for a long time." She said that the man told her that he was a special ride on the Internet to chat with strangers. "This should be one of the first 10 passengers I pulled, and it is also the first time I met a passenger not to go somewhere, but to chat." Jiang Meixia said that this is the first time in her life that she has acted as a confidant sister for a stranger.

　　"In fact, every passenger has their own thoughts that are inconvenient to share with their family and friends." Since then, Jiang Meixia, who has always liked to code, has the idea of deliberately digging into the stories of strangers around her. "I want to treat myself as a driver and break into their lives." After that, there are more notebooks and pens in her car, and she will record the interesting stories one by one and organize them when she gets home.

　　By August last year, Jiang Meixia had run an online taxi for about four months. She received a rough count of more than 200 orders and recorded the stories of 62 passengers, about 70,000 words.

　　The trust and tolerance of strangers

　　Four months of feeling like living someone else’s life

　　"Baby, don’t worry, it’s been a long time! Just like that, enjoy it casually, happily, and carefree, and grow up slowly." – From "Right Heart · Listening"

　　After graduating from college, Jiang Meixia worked in sales for many years. "To do sales is to ask for people. Although customers change from unfamiliar to familiar, they have interests, so it is difficult to have such a simple and easy chat." Before that, Jiang Meixia believed that there was no trust and deep communication between strangers. "I take a taxi and never talk to my master." However, the experience of driving an online car-hailing made her feel that strangers can also chat like this – like friends, talk about work and life.

　　"When I experience my own happiness and troubles, I think from time to time, are other people happy like me? Do other people have the same worries as me? What kind of life are they living?" This is the passage at the beginning of Jiang Meixia’s book. In four months, her passengers include elderly people in their late 80s, babies waiting to be fed, junior high school students, newcomers in the workplace, sweet couples, successful people… Different people tell different stories.

　　At the end of the book, Ms. Jiang writes, "Living in other people’s lives, truly feeling their joys, sorrows and sorrows, switching between various emotions, and not being able to do it yourself. Having such an experience is worthy of sobriety and satisfaction."

　　She said that the little happiness expressed by strangers moved her, and she had met people who were full of complaints due to the pressure of life, but everyone was looking forward. Behind the recording of these stories is the mutual trust and tolerance between strangers.

　　Zhang Lan, a psychology expert, said that common topics are the basis for chatting with each other, and the enclosed moving space of the carriage creates such a chatting environment for passengers and drivers. "Everyone has the need to share and talk, but you may not find someone willing to listen in life. There is no interest relationship between strangers, they are psychologically equal, and there is no cost from the beginning to the end of the communication."

　　This also explains why so many strangers are willing to take the initiative to chat with Jiang Meixia, allowing the online ride-hailing driver, who majored in Chinese and worked in sales in college, to have the opportunity to record the stories of unfamiliar passengers.

　　62 passengers from all walks of life

　　"Everyone has their own little happiness"

　　"Living in other people’s lives, really feeling their joys and sorrows, switching between various emotions, and not being able to do it yourself. Having such an experience is worthy of sobriety and satisfaction." – From "Right Heart · Listening"

　　Looking at Jiang Meixia’s book that tells the stories of unfamiliar passengers, the 62 passengers cover all walks of life, of different ages and classes. Most of them start with their appearance and boarding location, and their stories can be described in various ways.

　　In the book, a primary school student told her that the study pressure was too great, and she had to go to the training class to make up lessons during the holiday, and she had to play the piano after making up lessons. Once, a 73-year-old lady got on the car, and few elderly people would use the software to call a car. Jiang Meixia praised a few words, and the cheerful old man said that if she had not had diabetes for more than 20 years, she would be in better spirits. Thinking that her mother had just been diagnosed with diabetes, Jiang Meixia paid attention to ask more questions. The old man very enthusiastically advised Jiang Meixia not to worry, and also recommended to her the medicine he had been taking.

　　In the account, Jiang Meixia once again mentioned a male passenger who had been picked up in Taikoo Li. The other party said that he had started from scratch to invest millions to open three tea restaurants in the city center, and he was sitting in several luxury cars. He seemed to be a successful person in the eyes of his relatives and friends. But others did not know how tired he was. He rolled his sleeves and washed dishes when he was busy in business, couldn’t even pay the chef’s salary when he was in bad business, and his wife was unwell. The huge mental pressure made him unable to breathe, but he couldn’t tell his employees and friends that he "always had to stretch".

　　"You and I don’t know each other, and the chance of meeting again is too small, so I won’t drive today, thank you for being my audience." Arriving at the destination, the man said, feeling better after complaining, and thanked Jiang Meixia apologetically.

　　"No matter what everyone is going through, they are generally satisfied and have their own little happiness." Jiang Meixia said that she set the tone for herself from the beginning to record these "positive energy" things.

　　In fact, it is not easy to chat with unfamiliar passengers every time. Jiang Meixia does not shy away from this point. She said that in fact, there are also some passengers who are very negative. She also recorded such passengers in her book: She once picked up a lady in Shiyangchang. After getting on the bus, the other party began to complain about her family and business. "Alas, business is too difficult now. The noodle shop became annoyed and couldn’t find a way to live in the clothing factory the day before yesterday. It’s so hard to make money!"

　　She said that she tried her best to keep the passenger from being so depressed, but she seemed a little powerless. "Sometimes, people are infected by this negative emotion." But later, she thought that the passenger might feel better after complaining.

　　Last September, because her daughter was in high school, Jiang Meixia stopped driving online taxis, and she began to organize the 62 passenger stories she had written down. She named the story and mood told by the passenger sitting on her right "Right Heart · Listening". In addition to the preface and postscript, the first chapter "Listening to the Wind" tells the little happiness of ordinary people, the second chapter "Slow and Long" records the cuteness and troubles from elementary school students to college students, and the third chapter "Practice" is the richest. It contains 32 stories, all of which are the mental journey of passengers in the workplace or with rich social experience.

　　For now, she is still revising the stories, "hoping to find the right publisher to publish them."

　　The passengers recorded by Jiang Meixia

　　● Hit the "flying" Lairong to eat the fly restaurant

　　Received a call from Beijing. As soon as they got on the bus, two passengers, a man and a woman, discussed the twice-cooked pork and cold white meat for lunch, and smacked their tongues. "Are you here for business?" The female passenger rushed to answer: "We are here specifically for Chengdu cuisine. We don’t go to a single scenic spot, we find a place to eat every day, then go shopping, then eat again, go shopping and eat, hahahaha." The two who jokingly called the tour "foodie journey" laughed.

　　I suggested that the two refer to the rankings of Dianping, but the male passenger said that he did not want to go to the big-name restaurants that are blooming everywhere, and he chose the small restaurants that the locals like to go to. The taste is authentic.

　　● Bad luck

　　I made an appointment to pick him up at the entrance of Fuqin Community, and I saw a man in a gray jacket standing handsomely in the middle of the isolation pile, holding a small floral umbrella in one hand, looking at his mobile phone, and then looking at the direction of my car. Parking close to him, he quickly folded the umbrella, carefully placed the umbrella next to his right foot, and turned to me: "Go to He’s Orthopedic Hospital."

　　"Oh, it’s raining too much, I can’t go out at all." The man looked at the continuous rain outside the window and sighed.

　　"A few days ago, the newspaper also reported that an uncle sent two children to school and was washed into the river and disappeared. It’s terrible." The attentive man turned his head and said, "Drive slowly on rainy days.

　　"Well, you can see little scrapers everywhere on the road these days." I smiled gratefully at him, "So don’t think I’m driving slowly."

　　"How could it be? I am a person who has suffered a loss, and I will definitely not be too slow." The man saw my doubtful expression and patted his right arm wrapped in a jacket, "I am going to the orthopedic hospital to change my medicine. I got off work a little late one day last month. Because I live in Wenjiang, I wanted to go home quickly. I rode a battery car on the express lane at a speed of about 65 yards, but I was hung up by the taxi and broke my shoulder blade. Fortunately, the reflector of the taxi hung me down. If the car hit me directly, the consequences would be unimaginable."

　　"However," the man changed the topic, "Thank God for giving me such a profound experience when I was young. At least, in the next few decades, I won’t have any accidents because of my’fast ‘. The so-called disaster and fortune depend on each other, I’m really grateful."

　　● Sales

　　Driving in the direction of home, I received a list.

　　A man and a woman got into the car with raindrops all over their faces, and the boy also opened the door of the car to let the girl get into the car first. After getting into the car, the two continued to talk enthusiastically. The girl’s tone was obviously dominant and dominant, and the boy seriously echoed

　　Suddenly, I felt the girl lying on my driving chair, a little uncontrollable excitement: "Sister, how much is your car insurance? Did you buy it?"

　　"The car insurance must have been bought long ago, and it hasn’t expired yet." I thought to myself, "Are you afraid that if I don’t buy insurance, I won’t be covered if there is a problem on the road?"

　　"Sister, your drivers should have a group, right? You usually communicate there? Our company has an event where we can give you as much red wine as you buy insurance. For example, if you buy insurance for 5,000 yuan, our company will give you 5,000 yuan worth of red wine, which is very cost-effective."

　　"Really? There’s such a good thing? Then how do you make money? You always have to make money, right?" To be honest, I was a little on guard.

　　"Look, I just said, you have to ask how you make money." The boy saw the stitches and teased a little. Feeling that the girl rolled her eyes at the boy, the boy immediately became silent.

　　"During the current promotion period, we mainly want to promote the brand of our red wine. When the popularity is established, we will naturally make money."

　　"Sister, do you have a lot of WeChat? I’ll add your WeChat, and I’ll send you the information about the red wine."

　　I haven’t had time to answer yet.

　　"Sister, this is my business card. If the introducer comes over, call me and promise to give you a commission." The girl’s tone was unquestionable.

　　(Due to layout reasons, it has been slightly deleted.)

　　The first explosion in the fourth quarter of 2023It’s coming.

　　On the first trading day after the National Day, A shares rose less and fell more as a whole.It once fell more than 1.2% in intraday trading, and the closing decline narrowed to 0.44%. Northbound funds resumed trading at 14: 00, with a net sale of 7.46 billion yuan throughout the day.

　　The overall turnover of A shares was sluggish, with only 3 shares exceeding 5 billion yuan, namely、、.

　　The leader of the trackThe turnover was 6.618 billion yuan, and the stock fell 3.71% today. The intraday share price hit a two-year low. The latest A-share market value was less than 860 billion yuan, and the closing price retreated 48.74% from the historical high.

　　Satellite communication concept leaderThe intraday price once rose over 17%, and the stock price reached a record high. At the close, the stock price fell sharply, and the increase narrowed to 3.9%.

　　, aquatic products, prepared vegetables, pork,And other themes fell sharply. The index fell the most, and the concept stocksDown limit,、、、、Such as falling more than 6%.

　　With cars,Related themes are strong against the market. One of the most eye-catching is thatConcept, index increase is far ahead in the A-share theme sector.、、、、、6 shares gain a 20cm daily limit.

　　Today’s direct daily limit, the stock is both,、, cars and other themes, realized in the first half of this year.69 million yuan, down 15.27% year-on-year.

　　Huawei asks for new M7 orders.

　　In the news, in the past Mid-Autumn National Day holiday, the new M7 in the world has become a dark horse in the automobile market, and the amount of large deposits (generally referring to reservations and non-refundable deposits) has hit record highs.

　　On October 7, Huawei andThe AITO brand jointly developed announced that the number of new M7 models has exceeded 50,000. From September 12th to October 6th, in just 25 days, the average daily increase in the number of large enterprises in the industry was close to 2,000.

　　In an interview in early 2023, Yu Chengdong had confirmed that Huawei BU would achieve the goal of profitability in 2025. M7 has undoubtedly boosted Huawei’s BU business in terms of market realization. As of August 30, 2023, the cumulative sales volume of the industry this year was only 35,200 vehicles. In other words, the single product pulling effect of the new M7 has been greater than that of the previously released M7, M5 and M5 EV.

　　existAs mentioned in the article, Mate 60/Mate X5 series has driven Huawei’s popularity to rise unprecedentedly, and the price of new cars has exceeded expectations (249,800-309,800 yuan, 60,000-70,000 yuan lower than the main competing products), as well as the improvement of product strength such as safety, which has led to the surge in the number of shops and orders. It is expected that the monthly sales of brands driven by M7 will return to the ranks of 10,000 vehicles.

　　It is said that in September, the state proposed to stabilize the consumption of fuel vehicles, which is conducive to the recovery of the low-end auto market and further stabilize consumption; The superimposed auto show will drive the new car listing boom, and the product strength of the model is expected to gradually improve. The "Golden September and Silver 10" auto market is expected to exceed the expectations at the beginning of the year.

　　Two funds are eyeing these concept stocks.

　　In the A-share market, more than 100 companies directly or indirectly participate in the industrial chain. As of October 9, the total market value of Huawei’s auto concept stocks A shares was about 1.45 trillion.Since the beginning of this year, Huawei’s auto concept stocks have risen by an average of 23.12%, significantly outperforming the Shanghai Composite Index in the same period.

　　In terms of funds, some stocks have been acquired recently., financing funds to add positions. According to the statistics of data treasure, according to the average transaction price of the interval, there are 6 Huawei auto concept stocks that have increased their positions by more than 100 million yuan since September, namely、、、、、. In the same period, there were also 6 net purchases of financing exceeding 100 million yuan, namely、、、、、.

　　fromIn terms of growth potential, according to the unanimous prediction of more than five institutions, there are 19 concept stocks whose net profit growth rate is expected to exceed 30% this year and next.

　　Of these 19 shares, 4 have a rolling P/E ratio of less than 30 times, including、、、. Compare with that target price predicted unanimously by the organization,、、、、、The upside is over 30%.

　　The upside is 81.21%, ranking first. GuoshengThe research report believes that Xiangxin TechnologyStructural parts are expected to cooperate with Huawei,Wait, the incremental supporting potential is great; In the first half of 2023, the new fixed-point amount is expected to be 28 billion to 28.5 billion yuan, and the orders in hand are full; With the release of the company’s production capacity, the future growth can be expected.

Light gray walls, log-colored tables and chairs, metallic lamps and doorframes, and bare cement ceiling … Is it hard to imagine that this is an office of a Pu ‘er tea brand?

Jeep’s office

In my impression, Pu ‘er tea was drunk after the 60s and 70s. It pays attention to tasting, collecting, investing and giving gifts. It has strong nonstandard attributes, a lot of knowledge and a high cognitive threshold. It is the talk of those rich enthusiasts. And a Pu ‘er tea company should have a lot of dark wooden furniture, including wood carvings and screens, which will burn incense.

But this Pu ‘er tea brand — — Jeep — — The office is very young, not only in decoration, but also in product color matching and design.

Zhang Yu, the founder of Jeep, was born after 1985. He was very young and energetic. In our interview, he not only talked about Kan Kan, a tea industry, but also often mentioned many favorite categories and brands of young people, such as new tea and coffee. It is obvious that he is thinking about how to make more young consumers fall in love with tea.

I learned from my communication with Zhang Yu that, in his view, the Pu ‘er tea collection market dominated by the post-60s and post-70s is gradually shrinking, but the younger generation of post-80s and post-90s gradually developed the habit of drinking tea. The main consumption of Pu ‘er tea is shifting to the younger generation of mass consumers, just like the style presented by this company.

However, Pu ‘er tea formed the threshold of cognition, purchase and drinking in the last stage, which made mass consumers flinch from Pu ‘er tea for a long time.

How to reduce the threshold and information gap of Pu ‘er tea, let more mass consumers drink Pu ‘er tea, and let Pu ‘er tea, an intangible craft, be passed down? Zhang Yu has gradually explored the answer in the past 10 years.

Zhang Yu, a native of Kunming, Yunnan, helped his classmates to buy tea at the tea market for the first time 10 years ago, which became an opportunity for him to get started in the tea industry. In the process of learning Pu ‘er tea, Zhang Yu gradually perceived the cultural connotation and charm of Pu ‘er tea, and founded Jeep in 2012. In the early days of its establishment, she also emphasized the interest of Pu ‘er tea tasting and collection, and called on young people to become Pu ‘er tea players. At that time, slogan was called "player Pu ‘er".

After predicting the trend change of consumer groups, Zhang Yu decided to break through the circle of Pu ‘er tea enthusiasts and push Pu ‘er tea to the younger generation of mass consumers.

He began to improve the fermentation technology of Pu ‘er tea, and changed the prohibitive "heap taste" of traditional cooked tea. Establish a product identification system to reduce the difficulty for consumers to identify products. Only by simplifying these two ends can Pu ‘er tea penetrate into the public, just like Suntory, Oriental Leaf and other ready-to-drink tea brands.

In terms of channel selection, Jeep laid out online channels closer to mass consumers from the beginning, and insisted on exporting popular science content in the tea industry.

In 2020, Jeep entered Tik Tok E-commerce as the core content export platform and main sales channel. Through the strong content attributes of Tik Tok e-commerce and the ability to undertake live broadcasts and shelves, Jeep can not only popularize science and show the products, origin and cultural charm of Pu ‘er tea to more mass consumers through short videos, but also undertake consumers’ purchasing needs through live broadcasts and shelf scenes, so that more consumers can fall in love with and drink Pu ‘er tea.

Push Pu ‘er tea to the mass market through standardization.

Although the history of Pu ‘er tea can be traced back to the Eastern Han Dynasty, it has been popularized in the mass market for nearly 20 years.

In ancient times, Pu ‘er tea was mainly used for court enjoyment and gifts to foreign missions. In modern times, it has been run by Yunnan state-owned enterprises, with export as the core sales model. For a long time, even Yunnan locals did not drink Pu ‘er tea. Until the state-owned enterprises were restructured in 2004, Yunnan Menghai, Lincang, Xiaguan and other Pu ‘er tea factories were transformed into private enterprises, and more self-employed and capital entered the Pu ‘er tea industry. In addition, under the influence of caravan entering Beijing and celebrity auction in 2005, Pu ‘er tea gradually entered the mass market.

In the first five years, Pu ‘er tea experienced a national tea drinking craze, and it was favored by fat-reducing people around 2010 and ushered in a wave of dividends in the mass consumer market. But what really made Pu ‘er tea develop at a high speed was the "Shantou Tea" culture that rose in 2008.

Shantou tea is a special name of Pu ‘er tea ancient tea tree, which grows on many hills in four major producing areas of Yunnan. Because of the differences in microclimate and tea farmers’ initial processing technology, it forms "one mountain blindly". The mountains are also divided into grades because of different factors such as altitude, tea tree year and scarcity.

Pu ‘er tea at this stage, like wenwan and wine, has formed several major characteristics in everyone’s cognition — — Products are non-standard, expensive and opaque, with value-added properties and high learning threshold. It coincides with the rise of the middle class after 1960s and 1970s, and Shantou tea has become their product to establish identity labels because of its nonstandard and scarcity.

In the eyes of these old tea drinkers, non-standard is the charm of Pu ‘er tea, but since 2017, the main consumption of Pu ‘er tea has gradually changed, and after 80 s and 90 s, tea is slowly started. These consumers’ pursuit of value-added and collection of Pu ‘er tea is weak, and they care more about cost performance, taste and brand identity. Shantou culture has become the threshold for their consumption of Pu ‘er tea.

In 2017, Jeep changed slogan into a "rational Pu ‘er tea player". In those years, Zhang Yu has been studying how to standardize the production and products, so as to lower the cognitive and consumption threshold of Pu ‘er tea and lay the foundation for the popularization of Pu ‘er tea.

On the production side, Jeep has gradually standardized the initial production, fermentation and storage of Pu ‘er tea in the past 10 years.

For example, the traditional fermentation process of Pu ‘er cooked tea is limited by the fermentation environment and industrial development, and the tea produced by the same fermentation process may have different tastes and is prone to odor (heap taste). In 2016, Jeep introduced the meta-cooked fermentation process to improve the fermentation environment and conditions, and reduce the non-standard and odor problems caused by the fermentation process.

Zhang Yu is introducing the upgrade of meta-cooked fermentation technology.

On the consumer side, Jeep established a digital system in 2019 based on the name of the mountain. According to the degree of entry, the producing area of main ingredients, the tenderness of raw leaves, and the grade of main ingredients, even novices can easily find out the right tea. They also gradually improved the product form. Apart from the traditional big tea cakes, they also introduced small tea cakes, 7 grams of sprouted cakes, 2 grams of "daily tea" camellia oleifera abel. and teabags. Since 2021, they have also opened 10 tea shops in Kunming to "drink tea in the mountains".

Digital System of Jeep’s Products

Jeep makes "drinking tea" more and more convenient, which is more suitable for mass consumers, especially young people. These products let us see the whole process of a consumer from beginner to enthusiast, similar to the advanced journey from ready-made coffee, instant coffee to coffee beans.

Reach the mass consumers online.

From the first day of brand establishment, Jeep has been based on online channels, which is also a more efficient way to reach mass consumers.

Traditional offline tea shops are engaged in tasting business, and the daily average flow of people is not high. Therefore, it is necessary to enlarge the customer unit price of a single transaction to balance the expenses of the store. Therefore, many Pu ‘er tea shops have high prices, and they are not priced, and they are completely priced by people. Non-standard, opaque and humanized sales model has become an obstacle for mass consumers to spend in stores. Online channels can reduce intermediate costs, unify products and pricing throughout the network, and remove the information difference of prices.

However, there are also problems such as high trust cost and difficulty for users to taste drinks online. Therefore, from the very beginning, Jeep tried to reduce the information gap in the industry, build trust and brand awareness through sales model innovation and content science popularization, and let more mass consumers know about Pu ‘er tea and Jeep.

In 2013, Jeep pioneered the online pre-sale of spring tea (several batches of Pu ‘er tea newly sprouted in spring). By broadcasting the pictures and videos of Chashan in the store, it showed the whole process of Pu ‘er tea from germination to suppression, allowing users to see the birth process of tea cakes in real time. In 2016, Jeep launched the popular science program "Chashan slang" on several video platforms. By introducing the knowledge of Chashan, Yunnan tea and the founder’s thinking on the tea industry, consumers can know more about Pu ‘er tea and Jeep.

After switching to multiple content platforms, Jeep began to synchronize short videos of popular science in Tik Tok in 2019, and laid out e-commerce in Tik Tok in 2022. Nowadays, e-commerce in Tik Tok has become the core content channel and one of the most important sales channels of Jeep, which makes Jeep reach more relatively young consumers.

Jeep’s Chashan slang has been serialized for more than 1000 issues.

The core reason why Jeep is deeply involved in e-commerce in Tik Tok is that in an e-commerce platform that started with content, good content can play a greater role, which not only plays the role of popular science, but also incites natural traffic, so that potential users can understand and buy products more conveniently and directly through the collaboration between live broadcast rooms. The pre-sale mode of spring tea mentioned above can also be presented to consumers more timely and comprehensively through short videos and live broadcasts.

Focusing on the category, Zhang Yu believes that the efficiency improvement brought by the combination of product and effect will be more obvious than other categories. Because Pu ‘er tea is a category with low maturity and the mass consumption is still in the training stage, there are no head brands and explosive items, but there are more long tail brands and products. Through the content and the mechanism of Tik Tok e-commerce, Pu ‘er tea merchants can more accurately match their products to personalized consumers with potential needs.

This mechanism has also driven the growth of Pu ‘er tea industry in Tik Tok. According to official data, since 2021, the scale of Pu ‘er tea business in Tik Tok has increased 15 times.

Zhang Zhiwei, the ceramic tea operation manager of Tik Tok e-commerce comprehensive business, also mentioned at the Yunnan Industrial Belt Forum that many of the 10 million users who bought Pu ‘er tea in Tik Tok e-commerce in the past year were not overlapping users of offline tea merchants. "What do Pu ‘er tea merchants think is the most valuable for Tik Tok e-commerce? It’s not sales, the most important thing is new customers. 」

Interest in e-commerce growth in Tik Tok

In Tik Tok e-commerce, Jeep continues to play the team’s content, achieving the integration of product and effect based on the linkage of short video and live broadcast, and carrying the repurchase with shelf scenes, which is also the core of many industrial belt merchants we have interviewed in the past to produce explosive products and brand voices in Tik Tok e-commerce.

In the content scene, in addition to exporting brand values and tea industry thinking, Jeep now has more content based on products.

Focusing on a product, Jeep will trace back to the production process of the product, explain the taste and brewing method of the product, and brew and taste tea soup in the user’s tea drinking scene through the scene content.

In Jeep’s daily topic "What do employees of tea enterprises drink", employees of different departments will brew or drink Jeep’s products in real office scenes such as workstations, tea rooms and tea tables. As Pu ‘er tea lovers, they will output the flavor characteristics, drinking methods, suitable scenes/seasons, product characteristics and so on during the sharing process, which are all dimensions that consumers are more interested in.

Daily topic "What do employees of tea enterprises drink"

In some products, Jeep will also export brand values through the thinking behind the products. Zhang Yu also hopes to increase the proportion of this part in the future and form a value resonance with users.

Through short videos and live broadcasts, Jeep’s efficiency in obtaining market feedback is also improving. After a new product is launched for three days, they can evaluate the product volume in the future through the content and the efficiency of product transaction, and make better product planning. After the content is released, the brand team of Jeep will quickly adjust the focus and rhythm of the content and optimize the products according to the data and comments of the content. "Basically, the results and feedback can be run in one week. 」

After Tik Tok e-commerce was upgraded to a global interest e-commerce, Jeep also began to lay out shelf scenes, put on shelves products, decorated shops, titles and details pages, and optimized shelf details such as product display on the home page through data analysis.

Jeep’s shop in Tik Tok e-commerce

In Zhang Yu’s view, when users repurchase, the most efficient way is to enter the shelf instead of entering the live broadcast room. Therefore, merchants must set up the shelf e-commerce to serve the user’s purchase link. In 2023, the proportion of Jeep’s shelf sales has increased from 13% at the beginning of the year to 27%, effectively undertaking the search and repurchase of old users.

The Jeep team said that they will continue to optimize the shelf e-commerce, especially the keywords, and use shopping malls and search keywords to obtain natural traffic. "This is the most obvious way to improve sales in the past six months, and it is also worth continuing to invest in the layout section. 」

Looking back on the past ten years, Jeep has promoted the standardization of technology and products step by step, and promoted the spread and inheritance of Pu ‘er tea among more mass consumers through the innovation of online sales model. On December 20th this year, Tik Tok E-commerce also launched a special support activity for revitalizing the industrial belt in Yunnan, attracting more Tik Tok E-commerce users to pay attention to and buy Yunnan Pu ‘er tea through special tracing, marketing support and publicity.

Jeep’s team told Narrow Broadcast that Tik Tok Electric Chamber of Commerce joined forces with high-quality authors to trace the origin and lead consumers to understand the origin, technology and industrial belt brand. The special event of Huanxin Intangible Cultural Heritage Yunnan Station will join KOL such as @ Yuqianpu, @ JiaoyouTea Teaset, @ Chi Rui to introduce intangible cultural heritage tea making skills and promote Yunnan Pu ‘er tea through short videos and live broadcasts.

In addition to content support, Tik Tok E-commerce also continues to provide live training for businesses in Yunnan Pu ‘er tea industry belt. In the past two years, the platform has been trained in product selection and live broadcast skills, and Jeep has also participated. Tik Tok e-commerce will also regularly explain the new policies of the platform to merchants, so as to help brands better follow the trends and play changes.

Since its launch in August this year, "Huanxin Intangible Cultural Heritage" has been carried out in Jingdezhen Ceramics, Yixing Zisha, Donghai Crystal and other industrial belts, helping more industrial belt brands, like Jeep, and rejuvenating intangible cultural heritage industries through multi-field collaboration of global interest e-commerce.