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Dulu Miskin, Kini Petani Ini Kaya Raya Berkat TikTok (Foto: Bloomberg)
Uzone.id - Pada tahun 2018, Jin Guwoei merupakan pedagang miskin, terlilit hutang yang hanya menjajakan buahnya kepada turis di jalan-jalan Lijiang, Yunnan, China. Jini dia adalah juragan buah sekaligus seleb di TikTok dengan 7,3 juta pengikut dan sukses menghasillkan pendapatan USD 46 juta atau setara Rp 669 miliar di tahun 2020. Bahkan dia pernah menjual buah delima senilai 6 juta yuan dalam 20 menit. Begitulah tren yang berkembang dari kewirausahaan pedesaan di Cina. Petani dan pedagang pertanian di provinsi terpencil menjual barang langsung ke konsumen perkotaan melalui siaran langsung interaktif dan video. Petani lain, Guo Chengcheng, berinteraksi dengan 2,5 juta penggemar Douyin—mirip TikTok— dari ladang keluarganya, memanen tanaman sementara pemirsa mengetuk tautan di layar untuk membeli produknya.
Baca juga: Lamar Kerja via TikTok Klip videonya menyoroti segala sesuatu mulai dari labu mini hingga buah persik liar yang banyak ditanam oleh sesama penduduk desa. Di masa lalu, dia menjual melalui program pedagang Tencent Holdings Ltd. di WeChat, menghasilkan sekitar seratus pesanan sehari. Sekarang dia menerima sebanyak 50.000 pesanan per streaming -- menghasilkan setidaknya 9 juta yuan per bulan dalam penjualan. Seperti dikutipUzone.id dariBloomberg , Jumat (9/7), Guo dan Guwoei adalah bagian dari arus balik migran yang kembali ke pedesaan setelah puluhan tahun eksodus ke kota. Douyin mengatakan 54 persen dari influencer pedesaannya adalah 'fanxiang qingnian,' atau pemuda yang kembali.
Baca juga: Lebih Panjang, Durasi TikTok Jadi 3 Menit “Di desa-desa, bahkan momen yang paling rutin adalah makanan untuk konten visual yang menarik,” kata penjual buah Jin. Jumlah siaran yang dilakukan oleh para petani di China sangat besar dan berkembang pesat. Lebih dari 100.000 petani melakukan streaming 2,52 juta sesi di Taobao Live Alibaba Group pada tahun yang berakhir pada bulan Maret. Pembuat konten pertanian Douyin dengan lebih dari 10.000 pengikut meningkat enam kali lipat pada 2019-20 dari tahun sebelumnya.