The coastal area of Lianyungang boasts a unique environment for the growth of laver, producing delicious seaweed that has long been acquired by overseas buyers, facing the dilemma of 'flowers blooming inside the wall while the fragrance spreads outside'.

Fan Junhu has connected the natural gift with the vitality of new channels through the e-commerce chain, anchoring the certainty in the marine economy.

Homecoming: Giving up a promotion to start anew

In 2002, after graduation, Fan Junhu went to work for a well-known electronics company in Suzhou. He returned to Lianyungang in 2008, starting with cross-border shopping and trying his hand at making a fortune in e-commerce. Orders once poured in like a tide, but he eventually realized he was just a 'frontier' for the brand, easily replaceable.

Leap: Heading towards new e-commerce in both directions, reaching the top of the category

In 2017, as the president of the E-commerce Association in Ganyu District, Fan Junhu was inspired by the leaders' words and decided to invest in building a factory to create his own brand 'Gan Hai Wa'. In 2018, with the explosive growth of Pinduoduo users, he keenly seized the opportunity and cooperated closely with the platform. In the second half of 2023, 'Gan Hai Wa' seaweed topped the Pinduoduo category, remaining at the top for two consecutive years with a sales increase of more than tenfold.

Restructuring: Rebuilding industrial logic with certain orders

Utilizing the platform's big data and certain orders, Fan planned in advance and shared risks with upstream suppliers. With stable sales growth, he signed a strategic cooperation agreement with the processing factory, clarifying prices and profits, subverting the 'produce first, find sales later' model, and achieving 'production determined by sales'.

Feedback: Elastic employment supports rural revitalization

Fan Junhu's wife, Li Na, manages the processing factory, adopting an 'elastic employment' model that respects the family needs of employees, supporting the balance between family and self for the group.

The Sound of the Tides: New quality productivity meets rural China

Fan Junhu's story is not only an inspiring narrative of returning to one's hometown to start a business but also a practice of systematic restructuring. By combining deterministic thinking with local human relationships, and with the help of new e-commerce platforms, he has created a brand-new industrial paradigm, using the certainty of the digital age to smooth out the uncertainties of traditional agriculture, thereby releasing tremendous productivity. Platforms like Pinduoduo have become catalysts for new quality productivity, reshaping the production model.

【本文部分内容由AI辅助生成，特此声明。The author(s) generated part of the content in this work with the assistance of artificial intelligence (AI), which is hereby declared.】