A Tale of Two Cities Supporting Xinjiang

After seeing Mr. Wang off, the team cheered with joy.

Ding Xuemin walked back to her office, closed the door, and reopened the draft contract.

The cursor hovers over the words "Specifications must be fully met," followed by a dense list of testing standards.

Crabs grow differently, and to ensure a 98% compliance rate with size standards, the selection process must be extremely rigorous, which will lead to a sharp increase in the loss rate.

Where do those substandard crabs go? Who will bear the costs?

My phone vibrated again. It was a WeChat message from Zhao Zhiqiang: "Xuemin, I heard you closed the deal? And even got a premium? Well done!"

The pressure shifted from one side of the agreement to the side of the aquaculture ponds.

At the celebration banquet that evening, everyone was drinking heartily when Batur Abujiang, holding a wine glass, approached Minfeng.

"Section Chief Ding, as we celebrate, we need to think about the next step."

It's good that Mr. Wang signed a high-priced contract, but don't you think our publicity efforts have been too passive?

Ding Xuemin put down her wine glass: "What are your thoughts?"

Batur Abujiang took out his phone and skillfully opened a short video app: "Look, this is cold-water fish from Northeast China, and this is highland honey from Yunnan. They've all become popular thanks to short videos."

Our Xinjiang river crabs have an even stronger regional character than those from other regions. Crabs raised in the snowmelt waters of the Tianshan Mountains—what an eye-catching concept!

He clicked on several screen recordings of live-streaming sales: "In one night, this streamer sold five tons of hairy crabs."

This isn't wholesale, it's retail, and the price is even higher than what we give to Mr. Wang.

Several of the assistants at the table crowded around to look at the screen.

"That's too tacky."

Ms. Zhang from the marketing department was puzzled. "Our positioning is high-end aquatic products, and we take the premium route."

What's the difference between these loud and boisterous short videos and hawking at a farmers' market? What about brand value?

"Exactly, why is Mr. Wang willing to pay such a high price?"

They value our professionalism and quality.

If you lower the overall quality by making short videos, will people still be willing to pay a premium?

Who says short videos have to be low-end?

We can film it in a high-quality way: at the foot of the Tianshan Mountains, using snowmelt for aquaculture, with professional testing—filming the entire process would be far more convincing than any other footage.

"That requires hiring a professional team, and that costs money."

A decent short video costs at least 20,000 to 30,000 yuan, and a whole series would easily cost 100,000 to 200,000 yuan.

Where will the money come from?

Ding Xuemin remained silent, scrolling through the cases on Batur Abujiang's phone.

"Alright, we'll have a meeting tomorrow specifically to discuss this matter."

The meeting room on the second day was divided into two factions.

Batur Abujiang prepared a detailed PPT: "Data shows that the average conversion rate of short videos related to aquatic products is more than three times that of traditional short videos."

Moreover, we don't need to wait for the TV station's schedule; we can film today and broadcast it tomorrow.

He released a short clip he had edited overnight, a panoramic view of the crab pond taken by a drone, with the snow-capped Tianshan Mountains reflected in the water, accompanied by melodious ethnic music; the scene was indeed beautiful.

"Look, is this what you call low-end?" Batur Abujiang said with some pride.

Sister Zhang shook her head: "Xiao Ba, this looks nice, but what about its traffic-generating effect?"

What's the point if users just look at it, say "it's beautiful," and then swipe away?

If you really want to sell products through live streaming, you have to do things that are exaggerated and eye-catching. Would you be willing to film those?

A soft chuckle filled the conference room.

"We can compromise—" Batur Abujiang wanted to argue.

"There's no need for compromise."

The conference room door was pushed open, and Zhao Zhiqiang walked in. "Since everyone is here, let me say a few words."

The atmosphere suddenly became serious.

"The idea of ​​promoting through short videos has been discussed within the team."

Zhao Zhiqiang got straight to the point: "The conclusion is that we do not support it."

There are three reasons: first, it's unstable; second, it's uncontrollable; and third, and most importantly, it conflicts with our main distribution channels.

He pushed the document to the center of the table: "The group's idea is to concentrate resources to open up traditional channels."

Large-scale aquatic product enterprises like Mr. Wang's are one type, while boutique supermarkets and high-end hotels in major cities are another. These are the stable, long-term partners.

Batur Abujiang couldn't help but interject: "But Director Zhao, traditional channels have high barriers to entry, slow distribution, and profits are divided up layer by layer."

Short videos directly target consumers, offering greater profit margins!

"Large profit margins also mean high risks."

Zhao Zhiqiang tapped the table. "Batur Abujiang, let me ask you, if you spend 200,000 yuan to make a video but end up selling only a few crabs, who will bear the loss?"

If the video goes viral, but the supply can't keep up, who will handle customer complaints? If malicious negative reviews appear online, who will be responsible for the public opinion?

Three questions in a row left Batur Abujiang speechless.

"Traditional channels are slow, but they are stable."

Zhao Zhiqiang's tone softened a bit, "As for short videos... the group doesn't forbid you from trying them on your own, but we won't provide funding, staffing, or any potential risks."

In other words, if you want to do it, pay for it yourself, but don't let it interfere with your normal work.

The meeting room was completely silent.

"Understood."

Ding Xuemin finally spoke, "So, what exactly is the troupe's support for traditional channels?"

"We have already contacted three premium supermarkets in East China, and we will arrange for sample sales next month."

Zhao Zhiqiang's expression softened. "Xuemin, your task now is to ensure that there are no problems with the breeding and to deliver Mr. Wang's first batch of goods perfectly."

This is the fundamental point; don't put the cart before the horse.

The meeting adjourned.

Batur Abujiang, head bowed, packed up his computer. "Section Chief Ding, do you also think I'm taking this crooked path?"

"Let me ask you a question: if you pay for your own video and it fails, all that money is wasted."

Are you willing to bet?

Batur Abujiang opened his mouth, but no words came out.

"I wouldn't dare."

Ding Xuemin smiled wryly, "The project looks glamorous now, but it's actually like walking on thin ice."

Mr. Wang's specifications and terms were like a sword hanging over our heads. If there were any problems with the first batch of goods, not only would the short video project fail, but the entire project could be ruined.

He glanced out the window: "But Batur Abujiang, send me that sample you just made. There's no funding, but if it's just casually recording daily work tasks on a phone... surely the troupe hasn't said it's not allowed, right?"

Batur Abujiang's eyes lit up: "You mean—"

"I didn't say anything."

Ding Xuemin turned and walked out, "What you do after get off work is your own business."

As long as it doesn't affect work, doesn't involve project funding, and doesn't publicly represent the project's stance... understand?

As he reached the door, he turned back and added, "Take a good picture."

Batur Abujiang gripped his phone tightly.

They won't give us money, resources, or endorsements.

Then take the photos with your phone, edit them in your spare time, and post them using your personal account.

At the very least, more people need to know that at the foot of the Tianshan Mountains in remote Xinjiang, there is a group of people raising a different kind of crab.