The Lanzhou County Cooperative Supply Society and the Gaolan County Cooperative Supply Society are conducting activities to assist farmers and benefit the public
“Fresh vegetables are significantly cheaper than what you can find at the market, and you can pick them up right at your doorstep!” Mrs. Chen, a resident, was beaming with joy as she held up the newly purchased agricultural products, standing in front of the Supply and Marketing Assistance Express Vehicle in the eastern district of Science and Education City in the Anning District.
This green “mobile cooperative storehouse” that roams the streets and alleys of Lanzhou has been quietly operating for a year. As one of the key components of the “Construction of Urban Supply and Distribution Socialization for Rural Assistance Services” project, which was meticulously crafted by Lanzhou Cooperative Storehouse, a direct subsidiary of Lanzhou Cooperative Storehouse (hereinafter referred to as Lanzhou Cooperative Storehouse), the direct transportation service focuses on “direct procurement from the base + direct supply to the community.” Since its launch on December 21, 2024, the workers have been tirelessly working day and night at the production and sales front, engaging in 210 production and sales matching events to serve over 930,000 people and help farmers sell 30.93 tons of surplus agricultural products. This effort has reduced transportation costs by 20% and produced a warm outcome of “increased income for farmers, benefits for citizens, and effective supply and distribution.”
Short-chain direct supply routes connect urban and rural areas with “two-way roads”.
“In the past, when vegetables were ready for harvest, we worried about finding a market. Now, the Lanzhou Supply and Marketing Assistance Direct Bus directly arrives at the fields to collect the produce. The prices are stable, and there’s no need to store excess inventory.” said Master Wang, a farmer from Huazhuang Town in Honggu District. In response to the dual challenges of “difficulty for agricultural products to enter urban areas” and “difficulty for citizens to find fresh produce,” the Municipal Agriculture and Handicrafts Company has used the Supply and Marketing Assistance Direct Bus as a vehicle to innovatively establish a “short-chain direct supply” model. This involves procurement teams visiting source cultivation sites in Honggu, Yuzhong, Gaolan, and southern Guangxi, directly purchasing bulk agricultural products such as potatoes, melons, leeks, and citrus fruits. The delivery team works early in the morning and late at night, loading vehicles just before dawn and continuing to count the goods even into the night. By bypassing intermediaries, the freshest vegetables and fruits from the fields are delivered directly to citizens at the fastest possible speed.
Lanzhou Supply and Marketing Assistance Express Vehicle
“We actively organize and conduct supply and demand fairs, as well as the Lanzhou Supply and Demand Assistance Direct Bus program, which visits communities, markets (farmers’ markets), squares, and fields to facilitate various types of production-consumption matching activities that are convenient and beneficial to the public,” explained a representative from the Municipal Agricultural and Product Company. Over the past year, the Direct Bus has not only reached 114 residential areas but has also expanded its service network to crowded squares and vibrant campuses. It has now entered 24 city squares and four universities, including Lanzhou Resources and Environmental Vocational and Technical University. Through unified distribution, uniform pricing, and standardized service operations, the bus delivers 28 categories of 400 types of agricultural and product products, as well as daily consumer goods, such as rice, flour, oil, meat, eggs, dairy products, seasonal fresh produce, and snack foods, directly to the doorstep of different groups of people. The prices of these products are 15% lower than the market average.”
Brand Matrix Construction Service: Building an “Ecosystem”
“The products from the Cooperative Supply System are of reliable quality!” Many citizens have praised the service provided by the direct channel. The person in charge explained that the direct channel has established a collaborative mechanism involving the Cooperative Supply System, specialized cooperatives, and production enterprises, and strictly adheres to the “four strictest” standards for food safety. Additionally, it focuses on cultivating the “Lan Supply” brand, promoting the refined processing and standardization of agricultural products, and transforming high-quality local specialties into sought-after market items.
In terms of service content, the Expressway continues to expand its scope: it not only supplies local agricultural products but also introduces products with unique characteristics from other regions, such as Nujiang grass fruit and Yunnan’s small-grain coffee, to enrich citizens’ vegetable and fruit baskets. Experience areas are set up in communities, squares, and university event venues to provide thoughtful services like tasting before buying and doorstep delivery.
Creating new consumption landmarks through immersive experiences.
As mobile services penetrate the streets and alleys, the “Socialized Urban Supply and Distribution Service for Agricultural Support System Construction Project” promoted by the Municipal Agricultural and Supplementary Company has also made substantial progress in terms of fixed settings and brand development, with the establishment of one direct store, the “Lanzhou Supply and Distribution Food Selection Grand Bazaar,” and one retail outlet, the “Lanzhou Supply & Distribution Yellow River Scenic Route.” The newly opened “Lanzhou Supply & Distribution Food Selection Grand Bazaar” showcases high-quality and carefully selected agricultural products from across the province and even the entire country, creating a one-stop destination for premium consumption.
The Expressway has greatly enriched the market’s offerings in terms of groceries.
Located in the heart of the Yellow River Tourism and Culture Area, the “Lanzhou Supply and Marketing Yellow River Scenic Spot” integrates local specialty agricultural and sideline products with elements of the Yellow River culture, serving as a distinctive window for tourists to savor the “sweet taste” of Gansu and experience the flavor of Lanzhou. These fixed locations, along with mobile directories, form a three-dimensional service network that combines static and dynamic elements, covering various points and areas, thereby enabling the supply and marketing services to seamlessly integrate into the urban fabric in a more stable and diverse manner.
Digital capabilities expand revenue-generating “cloud channels.”
In the seed melon cultivation base in Gaolan County and Zhang Jia Dachang in Xigu, the broadcaster enthusiastically introduced the products to the camera. Orders kept popping up on the screen from the other end – this is a vivid illustration of the integrated service offered by the Direct Channel, which combines “in-person exhibitions and online live broadcasts.” To overcome spatial and temporal constraints, the Direct Channel has partnered with companies like Supply and Marketing Digital Technology and China Post to create online platforms such as “Lan Gong Selection.” Over the past year, they have conducted 155 live broadcasts. Of these, 8 in-depth field broadcasts focused on promoting geographical indication products like Bai Feng peach, honey melon, and leeks, with each session driving sales of up to 10 tons.
The convenient model of “ordering online and picking up offline” enables residents to enjoy the convenience of receiving fresh goods directly within 48 hours. The model of online reservation and on-site pickup is also widely used at large plaza exhibitions and university-specific events, thereby enhancing service efficiency and user experience.
“The Lanzhou supply and distribution system is guided by the spirit of the new era’s carrying pole, using mobile trucks, fixed storefronts, precise connections, and bustling markets to build a bridge that connects urban and rural areas and integrates production and demand.” The relevant official from the Municipal Agricultural and Commodity Company stated that they will continue to deepen the community-sharing mechanism, plan to establish additional community direct stores, and improve the “15-minute supply and distribution convenience service circle,” thereby making the network to assist and benefit the people even more extensive and comprehensive.
◆Journalist’s Notes
Short-chain direct supply, high quality at affordable prices; online ordering, offline pickup; taste first, then buy; delivery to your doorstep. Over the past year, Lanzhou’s Supply and Marketing Assistance Express has continuously enriched its service formats, becoming a lifeline for people’s livelihood that showcases local customs and connects urban and rural sentiments. This green express train, laden with hope, will continue to traverse the Lo-yuan land, enabling more high-quality agricultural products to “leave the village, fetch good prices, and gain recognition,” thus injecting sustained and robust momentum into rural revitalization. (Reporter Ma Yanling, Guanlan News)