African swine fever in 20 19 had a great impact on the pig industry in China, and the sudden outbreak of COVID-19 in 2020 aggravated the crisis and challenge of the whole agriculture and animal husbandry. However, just as the SARS epidemic has made China's e-commerce platform, today's "double epidemic" crisis, especially in the background of entering the digital economy era, has accelerated the digital transformation and upgrading of agriculture and animal husbandry in China. During this opportunity period, the Rural Credit Interconnection Group, relying on the Tietui Iron Army, which previously covered the agricultural and pastoral areas of the whole country, quickly reorganized and trained a group of elite troops for online operations, that is, the "air force" for online operations of the Rural Credit Interconnection Group, and grew up. To this end, the Rural Credit Research Institute recently interviewed the typical representative of this new army, teacher Liu. Who is Liu? From the exploration of online operation of rural credit cooperatives group to the future of online development of agriculture and animal husbandry, Liu He "Liu" gladly accepted the mission entrusted by the times, relying on the intelligent service platform of interconnected pig industry of rural credit cooperatives, and practiced the service and change of traditional pig industry bit by bit. They feel that the burden on their shoulders is heavy and glorious, because they bear the new hope and future of an enterprise and an industry. 20 18 under the guidance of Rochis Luo Zhenyu, gradually accepted the knowledge payment; 20 19 community marketing makes "private domain traffic" attract much attention, and also makes content operation an important means of enterprise operation. Interview content: Q: Is online operation necessary? How to define online operation? Liu: For a long time in the past, many farming and animal husbandry enterprises relied more on human feelings, food and invisible interests. With the development of industry, product quality and service ability have become the most important key information for customers. But even so, front-line business personnel still have to run around in the cold and hot summer, and the impact of African swine fever has further increased the difficulty of meeting customers. Since the end of June 5438 +2020 10, the epidemic situation in novel coronavirus has been affected by African swine fever, and the regional sales strategy of material production and processing enterprises has caused the shortage of production materials, and the products cannot be sold in time. Under the background of this era, the means of production transactions of agricultural and animal husbandry enterprises are forced and necessary to change, and now they are accelerating to be convenient and online. Online operation is not a simple online sales, but a comprehensive operation mode combining online content operation, online service and business promotion. In 2020, the online operation of rural credit cooperatives will also be redefined. Although the online operation department was established in Sichuan Sales Department on 20 18, it was mainly promoted by the Group Rural Credit Mall at that time, focusing on transactions; In 2020, it will be an extraordinary year and an opportunity for e-commerce to flood into a higher level! In response to the decision of the group and the general manager's office meeting, online operation is mainly based on "transaction+management", and its main content is to provide all-round and professional services and build a closed-loop system of online operation. Q: How to operate online? What are the important links? Liu: No matter what industry, the first and most important step of online operation is drainage. In the past, the agriculture and animal husbandry industry used offline meetings and online lectures. The farming and animal husbandry enterprises concerned about related issues join relevant communities, and then form a stable "circle" relationship by providing relevant services to people in the community, further forming a quantitative fission. As far as rural credit interconnection is concerned, on the one hand, there are a large number of pig farm users on the pig network of rural credit interconnection, which is the first batch of users we obtained through pig farm management services; On the other hand, in the case of African swine fever last year, rural credit cooperatives launched major pig disease insurance, which also won the support of many users; Then there is relying on the national offline operation center of rural credit cooperatives to obtain a large number of user groups in the region. These are all made by the rural credit cooperatives themselves. At the same time, integrate external resources, such as some animal husbandry groups, cooperative households, Tik Tok, A auto faster and other video media customers. After "draining customers", it is necessary to maintain communities and circles and pay attention to providing valuable information, that is, content operation. For example, industry information (which can improve users' attention), market information (such as daily pig reviews and weekly reports on the rural credit market), farm management consulting, disease diagnosis and epidemic prevention consulting (online pig disease diagnosis, veterinary services) and so on. Taking the pig industry as an example, pig diseases and pig prices are relatively concerned by pig farm production managers. As a community operation, it is necessary to find relevant information for circle members in time and accurately, help them solve problems, and then provide valuable services for community members. At the same time, we should pay attention to prohibiting advertising information and false information, creating a good environment for information exchange and embodying the values of rural credit cooperatives. Q: What is the biggest advantage of our online operation? Liu: The agriculture and animal husbandry production industry is more traditional and pays more attention to landing production. Therefore, on the one hand, the heads of agricultural and animal husbandry enterprises need to understand the development of the industry and grasp the market trend, on the other hand, they also need support from production materials and sales channels. Personally, I think there are two main advantages of online operation: 1) can meet almost all the needs of customers. In the past, no matter whether it is directly operated or relying on the business operation mode of regional comprehensive distributors, it is impossible to provide all-round services for the breeding subject (SaaS+AIOT), omni-channel (online+offline) and the whole industry chain (feed-breeding-slaughtering-stores). Rural Credit Mall has been in operation for nearly five years. In addition to biological products such as vaccines, almost all kinds of pig enterprises produce inputs. We named the community in southwest China "Southwest Rural Credit Mall has everything". With the product resources and centralized purchasing advantages of Rural Credit Mall, I can provide customers with consultation and different solutions for customers to choose at the first time when they have any needs, which also greatly enhances customers' personal trust in me. 2) Real-time and accurate pig disease and pig price information. I have been operating in the community for more than a year. I feel that pig enterprises pay great attention to diseases and market conditions, but it is often difficult for a professional registered veterinarian to have a lot of time to answer all the questions raised by customers. Facing the free and open online consultation platform for pig diseases in the whole industry, the rural credit cooperatives have gathered thousands of excellent veterinarians from all over the country, which can help customers answer all kinds of questions about diseases in the first time. The national pig market, in the case of double epidemic, can help pig farms to release pig trading information and connect supply and demand. In addition, the rural credit cooperatives have been operating for five years, and relying on the national pig trading data of the rural credit cooperatives' pig market, the professional pig price analysis team can also provide customers with professional and accurate market information such as pig price and feed. Generally speaking, the rear resources supporting online operations are very important. Since its establishment, Rural Credit Interconnection has continuously improved its operation mode and set up a strong backup team to support the production management, material supply, trading and circulation, financial services and other aspects of agriculture and animal husbandry, especially pig industry, and provided all-round support and guarantee for front-line online operators. It is for this reason that my team and I unanimously chose to operate online in the agriculture and animal husbandry industry to find a new development direction for the group and even the industry. Q: What do you want to say to other partners doing online operations? Liu: The main thing is to learn to make good use of the platform resources of rural credit. There is a strong professional background service team on the rural credit platform, such as "Bao Bao" to provide professional and detailed market information and "Zhubing Tong" to provide online pig disease diagnosis service. The Institute can provide cutting-edge information of the industry, as well as agricultural credit data and SaaS+AIOT services in Xiao Zhi, industrial closed-loop trading services in Rural Credit Mall and industrial financial services in Jin Fu. This is our online service. Then cherish word of mouth, manage "trust" and persevere. Like some customers, I may have been in contact for a long time, but just after the end of this year, I saw my circle of friends, and he suddenly transferred money to me through WeChat to order some products. I think this is not only my personal trust, but also the trust in the resource platform of rural credit cooperatives to solve the products and services that he urgently needs. Second, do a good job of service. Under the current circumstances, the demand for disinfection equipment is large, and the Group and Rural Credit Mall are fully coordinating merchants to solve the supply problem of large orders. How to deal with it and how to coordinate logistics and transportation also need to let customers know at the first time. Conclusion: Serving a good customer or influencing a good customer will bring a group of customers! Respond quickly to the required products and fully meet the demand in the first time! The premise is to serve every customer well! Everything will come as scheduled! The development of online operation of an enterprise and an industry requires Liu to serve customers in the front line and an online team to stand behind Liu and give strong support. In the era of digital economy, "land, sea and air" joint operations are the key to winning future wars.