On November 21, Liu Yinglan, an agricultural distributor from Tianshui Qinan Tianyuanbang Agricultural Service Co., Ltd., spoke at the Northwest Regional Outstanding Customer Winter Stockpiling Summit about… “How to Ride the Wave of Short-Video Traffic and Successfully Transform into Online Lead Generation and Sales” Shared their own experience and story.
Liu Yinglan recounted, “As early as 2014, we established a cooperative relationship with the Agricultural University. In 2015, the company awarded a van to my husband, and at that time I was in the phase of raising our child at home. Spending long periods at home had left me yearning for change and a chance to step into a new environment. Seizing this opportunity, I accompanied the university’s sales manager and my husband to the campus to pick up the vehicle—this was my first real encounter with the university’s active humic acid fertilizer. The product made a profound impression on me; its distinctiveness was truly remarkable.”
At the time, our marketing strategy focused on conducting outreach lectures in rural areas and offering farmers free trials of our fertilizers. This approach earned widespread praise from farmers. However, by 2017, declining fruit prices and reduced sales volumes led to a corresponding drop in new customer acquisition, placing significant pressure on us. Upon closer examination, we discovered that farmers no longer visited our stores in small groups to select fertilizers as they once did; instead, they turned to Kuaishou livestreams to choose products and have them delivered directly to their homes.
Therefore, we decided to launch an online promotion campaign on the Kuaishou platform. After successfully registering a Kuaishou account, we consistently posted videos every day covering topics such as fruit tree pruning and pesticide application. Following six months of dedicated effort, we began managing the account more systematically in November 2021. By engaging with viewers during live streams led by fruit‑tree‑pruning experts—through interactions, sending virtual gifts, and making tips—we captured attention and successfully connected with audiences to attract more followers. By spring 2022, we started hosting our own live broadcasts. However, at first, the viewer count remained low, and most of the audience consisted of broad, non‑targeted fans who would tune in briefly before leaving.
To retain viewers and boost fan engagement, I realized I needed to deliver compelling live‑stream content. Coincidentally, spring—when pesticide sales typically pick up—was the perfect time to educate my audience on pest and disease management and proper pesticide application. Gradually, my livestream room grew in size and maintained steady growth. As May and June arrived, with fruit bags already applied and the critical fertilization stage underway, I began providing detailed guidance on correct fertilization techniques. At the same time, I highlighted the key differences between our Nongda active humic acid fertilizer and conventional options, along with its proven benefits. Through clear explanations and demonstrations, I steadily attracted a loyal, highly targeted following. Each broadcast consistently added fifty to sixty new followers, while overall viewership remained robust, ranging from over 4,000 to more than 6,000. This means that every day, this many people are visiting our store to learn about our products—an advantage traditional brick‑and‑mortar shops simply can’t match. Moreover, backend analytics show that our audience is highly engaged and geographically concentrated, primarily from areas surrounding Tianshui, including Jingning, Zhuanglang, Lianhua, and the Meiji District of Tianshui.
Viewers in the livestream commented that the price is high. As a premium product, Nongda Active Humic Acid Fertilizer is distinct from ordinary fertilizers, so I make it clear to them not to confuse it with those cheaper options. Drawing on a remark made by General Manager Ma at Nongda Fertilizer Co., Ltd., I explain: purchasing fertilizer isn’t about chasing the lowest price; it’s about investing in products that deliver real value and generate tangible benefits. This is an investment, not just a simple purchase.
Thanks to online promotion and traffic generation, our China Premium Agricultural Products Championship Challenge event in Qinan was a resounding success, earning widespread acclaim and high praise from local fruit growers. The initiative generated tremendous buzz, and our sales have surged several-fold compared to previous levels. All products sold out immediately, going straight from the orchards to consumers. Today, the Nongda brand is well‑known throughout Qinan and the surrounding areas, with many fans commenting that Nongda has become the most popular choice in Qinan this year.
“I will continue to work hard, striving to help more fruit growers recognize and choose fertilizers under the Nongda brand.”
