In the golden October, the autumn air is crisp and clear. Looking out, the rice stalks laden with ears in the Northeast rice production areas sway with the wind, rustling softly, golden ripples spreading layer by layer, and the intoxicating fragrance of rice drifting in waves. In the fields, farmers busy harvesting rice share hearty laughter, rejoicing in the abundant harvest as they watch the waves of golden grains and speak of a bountiful year amidst the scent of rice blossoms. Amidst the joy of harvest, fresh rice from the six major production areas in the Northeast—Wuchang, Panjin, Qing'an, Linkou, Jixi, and Shenyang—has been fully launched on Jingxi, JD.com's life and consumption mall. The first bite of new rice of autumn awaits you. To ensure that consumers nationwide can enjoy seasonal, directly sourced, freshly milled rice from the origin, Jingxi has established deep cooperation with enterprises in the six production belts that have planting bases, grain storage warehouses, and processing plants. Additionally, through online traceability livestreams from the rice production areas, consumers can witness the entire process of new rice from "harvesting, processing, and shipping" as it travels from the field to the table. Linkou Rice, Adhering to Traditional Fresh Milling, "Debuts" via the Internet Unlike the well-known Northeast rice production areas such as Wuchang, Panjin, and Qing'an, Linkou is more like a small unknown in the Northeast rice production areas, but this small unknown has great quality. Located in Linkou County, Mudanjiang City, Heilongjiang Province, it sits in the valley where the three mountains—Wanda Mountain, Zhangguangcai Ridge, and Laoye Ridge, branches of the Changbai Mountain range—converge. The Wusihun River, a tributary of the Mudanjiang River, meanders through, and the river valley nurtures fertile cold-region black soil suitable for Northeast rice cultivation. The soil quality, water quality, accumulated soil temperature, and climate are all suitable for cultivating high-quality Heilongjiang japonica rice varieties. Linkou rice is irrigated with headwater from the Nianyu River, a tributary of the Wusihun River, and the Xinlongzhao Reservoir. The water is pure and pollution-free, and under prolonged sunlight, the water flowing to the paddy fields has a relatively higher temperature. Compared with groundwater irrigation, this method can improve rice quality to a certain extent. The traditional rice milling process, still preserved to this day, is a testament to the Linkou people's commitment to rice quality. Without the fine processing steps of large machinery, and without any polishing, waxing, additives, or other processes that jeopardize food safety, freshly milled rice is far more nutritious than finely processed white rice. It can retain more than 70% of the rice germ, and the nutritional value of the germ accounts for more than 50% of the rice's nutritional value, being rich in B vitamins and dietary fiber. However, due to low visibility, Linkou rice has had few opportunities to be recognized by more consumers. It is understood that in 2020, about 60% of Linkou rice was supplied to local residents, most of the rest was purchased offline by branded rice companies after the rice matured, and only 0.5% was sold through online channels. To build the regional brand of Linkou rice, it is crucial and urgent to occupy e-commerce channels. To bring Linkou rice of such high quality to the tables of more consumers, on October 15, Jingxi signed a strategic cooperation agreement with the Linkou County Government of Mudanjiang City, Heilongjiang Province, to jointly build the "Jingxi & Linkou Rice Industry Strategic Cooperation Demonstration Base". The plan is to use social gameplay, traceability livestreams, and light C2M reverse customization to increase the online sales proportion of Linkou rice by three times in the new production season. This will comprehensively help Linkou rice expand sales channels, thereby incubating the Linkou rice brand and achieving digital transformation and upgrading of the production belt. This is another important landing for Jingxi in the Northeast rice production area, following last year's strategic cooperation with the Qing'an rice production belt. Selling 40,000 Orders in a Day: Post-90s Return Home to Boost Hometown Rice Sales In recent years, the Linkou County Party Committee and County Government have attached great importance to the new driving force of e-commerce for rural development, focusing on building the Linkou County E-commerce Industrial Park, and using the "Internet+" model to vigorously promote the "online" and "offline" sales of Linkou agricultural products. This year, the industrial park has been upgraded to provide entrepreneurs with an e-commerce base, livestreaming base, and dream-building base. Feng Yiming, a native of Linkou and an entrepreneur, is a "post-90s" who has been working in online sales and operations for over five years. During a recent Jingxi Northeast rice launch event, Feng Yiming's company, Heilongjiang Plus Operations Management Co., Ltd., helped sell 40,000 orders of Linkou rice in one day. In 2019, Feng Yiming, who had been helping his parents run an edible fungus materials business, met a post-70s older brother who managed Heilongjiang rice by chance. He said, "Food is the livelihood of the people. The black soil of Heilongjiang is our most precious treasure; the people's rations are all here. We must turn Heilongjiang rice into a brand and truly sell it nationwide. " This heartfelt speech quickly ignited his entrepreneurial passion, and the two hit it off, founding Heilongjiang Plus Operations Management Co., Ltd. and began selling rice on e-commerce platforms. At first, due to a lack of operational experience, they lost nearly 1 million yuan in three months. Reality gave him a resounding slap, but Feng Yiming never thought of giving up. It was precisely this spirit of not admitting defeat and being willing to study that drove the daily order volume of rice from thousands to tens of thousands. His self-operated rice brands, Tingxiang and Qinhe, saw single-day orders exceed 50,000 during this year's Jingxi 618 promotion. Feng Yiming's company's business scope gradually expanded from selling its own brands to providing online product agency operations, livestreaming, and cloud warehouse logistics auxiliary services for agricultural product processing enterprises, achieving a self-owned supply chain of warehousing, processing, procurement, online operations, and offline cloud warehousing. His career began to flourish, but Feng Yiming always kept his hometown and Linkou rice in mind. Seeing these changes in his hometown, he resolutely decided to return and do practical things for the folks at home. The first person he met selling Linkou County rice was Mr. Lin of the Yilianxing brand. Mr. Lin, in his 40s, was also a native of Linkou, like himself. His family had made a living from farming since childhood. At the end of 2020, he began a contract planting cooperation with Linkou farmers, selling Linkou rice through online channels. But as a newcomer to the e-commerce industry, he suffered serious losses of more than 500,000 yuan in just half a year. The rice couldn't be sold, and the warehouse piled up with rice. In August this year, Feng Yiming helped Mr. Lin join Jingxi. With the support of Jingxi's flash sale gameplay, he sold nearly 5,000 orders within six days of opening the store. With Feng Yiming's support, Mr. Lin regained confidence and plans to sign contracts with more farmers this year to genuinely increase farmers' incomes. Jingxi has long been committed to building a supply chain model based on direct sourcing from production belts and origins. The new "Jingxi Farm" model, with the concept of "Grow with peace of mind in the field, eat with peace of mind at the table," relies on JD Group's core capabilities in supply chain, technology, and logistics, and uses a direct sourcing model to connect planting and circulation, significantly reducing handling times, lowering transportation costs, and improving circulation efficiency. By linking high-quality agricultural origins with consumers nationwide, it achieves the shortest path from origin to table. In the future, Jingxi will continue to cooperate with production belt governments and enterprises to build a new ecosystem for agricultural product supply chains, strictly control quality, and bring fresh agricultural products from the fields directly to consumers' tables nationwide, effectively promoting rural agricultural development and supporting rural revitalization. Are you "watching" me?