为了更加广泛地宣传女性创业，也为女性创业营造良好的社会氛围，“紫玉兰”女性企业成长计划将项目开展过程中脱颖而出的创业女性典型案例分享，通过四位女性创业者的鲜活故事，激励广大创业女性在经济社会发展中建新功、创佳绩。

编者按

中文系出身的姜晓玉用文字赋能农产品，其打造的“遇农”品牌从内容创新出发，结合数字化营销，不忘公益初心，为无数农户带来了丰厚的经济收益的同时带动大学生灵活就业，和大学生一起做有故事的农产品推广服务，为国家的乡村振兴添砖加瓦。

Jiang Xiaoyu, who majored in Chinese, established the brand Yu Nong, which combines digital marketing knowledge and brings new business opportunities for high-quality agricultural products. This not only brings lucrative income to countless farmers but also drives more students to realize flexible employment by jointly using their professional skills to empower farmers, advance agriculture development, and promote rural revitalization.

重返乡村：从教育扶贫到产业扶贫

Return to the Countryside:from educational Poverty Alleviation to Poverty Alleviation by Industry

当姜晓玉进入大学后，面对教育资源丰富的上海，她最先想到的是通过教育帮助家乡摆脱贫困。但由于村内的适龄青少年都被视为家中重要的劳动力，大部分孩子都在泥土田地间劳作，难以顺利升学，教育扶贫的受挫让姜晓玉意识到，只有良好的经济基础才能实现教育支持的维系。在上海寻找兼职维持生计的过程中，她发现自媒体这一新兴发展的行业背后的商业潜力。再三考量后，她放弃了成为了一名教师这样的稳妥选择，转而利用自己大学时掌握的自媒体技能带动家乡产业振兴。

When Jiang Xiaoyu entered the university and being exposed to rich educational resources in Shanghai, her first thought was to promote voluntary tutoring at her hometown. However, as the school-age youths in her village are regarded as important labor forces, most of them have to sacrifice school time for cultivating fields and can hardly go to school consecutively. Jiang’s setback in educational poverty alleviation practice made her realize that only a good economic foundation can sustain rural education. In the process of looking for part-time jobs to sustain a living in Shanghai, she discovered the business potential behind the new industry of We Media. After much (serious) consideration, Jiang Xiaoyu decided to abandon a steadier job—being a teacher, and instead used her We Media skills acquired in college to promote the revitalization of her hometown’s agriculture industry.

从小生活在陕西陇县一个特产蜂蜜的乡村，优美的自然环境和丰富的自然资源造就了这里天然的农业基础。有感于当地惠农政策下的中蜂养殖合作社的成功，她决定将属于家乡的味道带去更远更大的地方。首发在“百草山记录站”公众号上的陇间蜜酿推送，不自夸、不卖惨，只讲述美好的乡村风景和这片风景之下的人情见闻，美好的文字和温情的讲述立刻赢得了大家的共鸣，公众号推送被裂变式地大量转发。

Jiang Xiaoyu grew up in a honey-producing village at Long County, Shaanxi Province, where the beautiful natural environment and rich natural resources give birth to a natural agricultural base. Touched by the success of the local Chinese bee farming cooperative under the supporting agriculture policies, she decided to take the specialty of her hometown to go far. The article of “Sweet Honey from Long”, which was first published in the WeChat official account “Record Station of Baicaoshan Mountain”, showed no intention of self-aggrandizing or trying to gain sympathy. It only talked about the beautiful rural scenery and the local customs on this land. The touching words immediately related to the public, and the number of repost on social media grew exponentially.

这次尝试取得了较大的成功，公众号在一周内收获了近三千人的关注，累计售出蜂蜜超过1000斤，遇农也从这里诞生。越来越多的同学被姜晓玉的情怀所打动，主动参与进这次项目中，最终在姜晓玉的带领下，他们成立了华东师范大学公益助农团队。不同专业同学的加入实现了产品包装设计的更新，商业模式的优化和销售方式的变革。努力付出终有回报，2019年六月份，遇农团队拿到了第九届全国大学生电子商务“创新、创意及创业”挑战赛上海赛区省级选拔赛的一等奖并入选紫竹公益暑期项目。

This attempt was a great success, as the WeChat official account gained nearly 3,000 subscribers within a week, and the cumulative sales of honey exceeded 1,100 pounds. And her company Yu Nong was officially born at this time. More and more students were impressed by Jiang Xiaoyu’s commitment and took the initiative to participate in this project. Eventually, under Jiang’s leadership, they set up the East China Normal University Public Welfare Team to support farmers and agriculture. The participation of students from different majors spurred the innovation of product advertising design, optimization of their business mode, and transformation of the marketing method. All these efforts paid off in the end. In June 2019, the Yu Nong team won the first prize in the 9th National E-commerce “Innovation, Creativity and Entrepreneurship” Challenge for University Students in the Shanghai pision and was selected for the Zizhu Public Welfare Summer Project.

“上海对我来说就像第二个家乡，在现在的大的环境下，我们创业总归是比以往要方便很多。我在这里成长，承载了太多的回忆。”从乡村跨越到城市的过程中，姜晓玉也在不断地融入上海，在上海这个城市，通过不断的职业转换，她了解到各行各业的人，各行各业的发展情况。在双创政策下，上海这座充满魅力的都市也为广大创业者提供了优惠的政策支撑，丰富的线上线下活动均为创业者们提供了优质的项目孵化环境。

“Shanghai is like my second hometown. Nowadays, it’s much easier than ever for us to start a business. I grew up here, with so many memories.” In the process of crossing the border from the countryside to the city, Jiang Xiaoyu was also adapting herself to the life in Shanghai. Through frequent job switching in Shanghai, she has a better understanding of people from all walks of life and all industries. Under the policy that encourages mass entrepreneurship and innovation, the charming city of Shanghai also provides preferential policy support for entrepreneurs. A wide range of online and offline activities also provide a quality project incubation environment for entrepreneurs.

然而她的创业之路并不是一帆风顺。2020年，刚刚起步的遇农遭遇了新冠疫情的影响，公司业务受到严重冲击。由此，姜晓玉意识到仅仅依靠为农产品做内容包装还远远不够。经过团队的重新整合与调整，姜晓玉意识到她需要更好地找到自身和团队优势，才能进一步促进遇农的发展。

However, her entrepreneurial journey was not always smooth. In 2020, her company Yu Nong was still at baby stage, but its business was disrupted by the COVID-19 pandemic. Jiang Xiaoyu realized that it was not enough to rely only on advertising for agricultural products. After reshuffle of the team, she decided to dig deeper for her own and her team’s strengths to stimulate greater potential to promote the better development of Yu Nong.

专业至上：不断学习发挥核心优势

Professional Entrepreneurs are Lifelong Learners.

为了公司更好地经营，姜晓玉意识到保持学习的重要性。通过参与紫玉兰的课程学习，姜晓玉说“不断的学习在知识图谱上的提升是十分明显的。”在紫玉兰之前，姜晓玉没有受过系统性的创业学习，在接受培训的过程中她补足自己的薄弱环节，重新整合业务案例，发挥营销优势，将创业理论与创业实践结合起来，在营销思路的拓展上也进入了一片全新的天地，并在进修提升中系统性地梳理了公司的核心优势，成本模式，盈利模式等。“它能够帮助我们更好地去了解我们自己，了解我们的公司，我们的项目模式。对于我们这类刚刚起步的企业，是非常有必要的。”在学习过程中，姜晓玉开始考虑起远景的规划。她意识到，只有加快转型数字化营销，深耕内容创意才能适应瞬息万变的市场发展，只有不断学习汲取新鲜知识，才能在创业之路上把握住自己的一席之地。

In order to manage the company masterly, Jiang Xiaoyu came to realization of the importance of lifelong learning. After taking the courses from Ziyulan, Jiang said that ongoing learning was a key to widening her knowledge scope. Before she signed up for the courses, she was illiterate business-wise. After participation in Ziyulan, she combined her past experience as an entrepreneur with what she learned at Ziyulan to develop her own way of building a business. On top of that, she also came up with numerous brand-new ideas about how to carry out marketing, thanks to her growing business thinking that later contributed significantly to her brilliant marketing results. While taking these courses, Jiang began to map out long-term blueprints for the development of her company. She became fully aware that to survive the fast-changing market, her business had to go digital and creative. She knew only too well that nothing short of a lifelong learner could become a sustainable entrepreneur.

对创业者来说，知行合一特别重要，可以说创业就是一个不断学习，不断实践，不断验证的螺旋式提升的过程。在面临业务拓展之际，紫玉兰的系统学习让姜晓玉走出了一条新的道路。遇农进一步聚焦并发挥出团队核心优势，使得业务从内容包装拓展到了新媒体整合营销，进一步延伸了助农服务的链条：首先，结合团队主要毕业于中文系的优势，挖掘农产品当地的文化与历史资源，成为了农产品营销里的一股清流。让更多消费者沉浸式地走入她的家乡，被文化与风景吸引，也爱上了健康好吃的蜂蜜。其次，作为Z世代组成的团队，遇农利用敏锐的网感和熟练掌握的互联网营销技能，从开始的品牌策划、包装到之后深入农户需求，进一步拓展用图文、短视频、直播等形式为农户做在线销售，切实帮老乡通过电商平台卖出产品获得收入。最后，源于自身成长经历，遇农更能理解中小农户的迫切需求。不同于市面上内容运营服务商大多只为大型农户做推广业务，遇农坚持为广大乡县的中小农户提供服务，真切地为无数乡村合作社落实了“最后一公里”的工作。如今，姜晓玉的团队也在日益壮大，遇农已链接全国537家合作社，服务农产品245类，帮扶农户2000余户，带动大学生兼职岗位1000余次，身体力行地践行着当代大学生的时代使命，展现着新农人不断革新进步的风采。

The unity of knowing and doing is important to entrepreneurs, who never stop learning through trial and error when starting a business. Ziyulan courses encouraged Jiang Xiyu to explore a new model to expand her business. She made the best use of the advantage of her team members to extend their business from sexing up products to integrated marketing through new media channels. In this way, their services could cover a larger number of agricultural workers. The majority of her team members are graduates from East China Normal University (ECNU), dedicated to the writing of topics related to rural areas, agricultural products and agricultural workers. Their writings about agricultural products feature local culture, geography, and environment, creating an immersive experience for consumers to be as fascinated by the sweet and healthy honey products as by the natural scenery of her hometown. Secondly, as a team composed of Generation Z, Yu Nong makes use of their keen sense of the Internet and proficient Internet marketing skills, from the beginning of brand planning and packaging to further expanding the needs of farmers with graphics, short videos, live streaming and other forms of online sales for farmers, effectively helping the villagers to sell their products and gain income. Finally, Yu Nong had a better understanding of the urgent needs of small and medium-sized farmers. Unlike most content operation service providers in the market who only work for promotion business for large farmers, Yu Nong insists on providing services for small and medium-sized farmers in the majority of rural counties, and has practically implemented the "last mile" project with rural cooperatives. So far, Jiang Xiaoyu’s growing team has established partnerships with 500 farmers’ cooperatives across China to provide services for 2,000 households that sell more than 100 types of agricultural products, and her team has created over 1,000 part-time jobs for college students. Jiang Xiaoyu has proved herself to be an excellent college graduate entrepreneur with great sense of social responsibility.

守望相助：彰显女性的责任与担当

Girls Help Girls:Shouldering Women’s Responsibilities

说起姜晓玉与紫玉兰的缘分，在更早以前就已生根。2019年，姜晓玉看到了身边的姐妹们通过紫玉兰的学习都获得了成长和成绩，“当时就十分羡慕她们可以将创业做得有声有色，得到平台的关注和宣传。”姜晓玉曾一起参与了多个优秀女性案例专访，聆听众多创业姐妹的故事，和她们产生强烈的共情。如今，作为学员加入紫玉兰，姜晓玉对于自己女性创业者这一角色也更加认可，在这个过程中也学习到了更多实用的思路和创意，学会如何在职场中展现女性领导力。得益于紫玉兰项目的激发，她也开始投身于扶持女性创业者的力量中。姜晓玉团队接下来一个重要项目就是搭建更完善的女大学生创业就业的平台，携手将女性创业者们聚集在一起互相助力，以爱和温暖的力量去成就她们的事业，并将这份力量不断传递下去。

The encounter between Jiang Xiaoyu and Ziyulan is a long story. In 2019, Jiang Xiaoyu witnessed that girls around her had achieved a lot of growth and achievements by studying at Ziyulan. “At that time, I admired their entrepreneurship and hoped to reach to Ziyulan.” Jiang conducted interviews with many outstanding female entrepreneur at Ziyulan, and listened to their stories. As a female entrepreneur, Jiang Xiaoyu could easily relate to them, and the nature empathy also made her value this chance even more. Now, as a student at Ziyulan , Jiang Xiaoyu has gradually become more clear about her role as a female entrepreneur, and has learned more practical ideas in the process. Thanks to the courses, she also began to devote herself to supporting other female entrepreneurs. The next important project of Jiang’s team is to improve the platform for female college students to start their own businesses and bring female entrepreneurs together to help each other, to achieve their careers with love and warmth, and pass on this power on campus.

“我想要去成为这样的一束光，去照亮他们的生活。”不论是遇农还是女大学生创业平台，每个创业项目都不再仅仅是一个人的项目，而是变成整个团队共同的事业与情怀，是这群年轻人共同助力乡村振兴的决心。在紫玉兰和优秀女性创业前辈的关怀与鼓励中，姜晓玉还将继续发展，服务更多的农户和大学生，将这份信念传递得更加深远。

“I want to be a beam of light to enlighten their lives.” Whether it is Yu Nong or other entrepreneurial platforms for female college students, no entrepreneurial project is inpidually-owned business; it has become a cause for the whole team to work concertedly. "With the care and encouragement from outstanding female entrepreneurial predecessors in Ziyulan, Jiang said that she would never cease to learn and improve herself, and lead more college students to use the professional skills to better serve the countryside.

从乡间土壤走向都市繁华，年轻的姜晓玉和年轻的创业项目都在机遇与挑战中成长；从初来乍到的女大学生到独当一面的女性创业者，姜晓玉紧跟时代潮流，肩负社会责任，她期望在未来，有越来越多的优秀女性勇敢地坚持自己，在这座充满无限可能的都市里，吸纳更多优秀女性百花竞放，为乡村振兴的事业增添一份份有力的女性力量。

Going through the struggles from countryside to modern city, Jiang Xiaoyu, an entrepreneur, and her project have grown up amid opportunities and challenges; from a green hand to a competent female entrepreneur, Jiang closely follows the trend of the times and shoulders social responsibilities. She hopes that in the future, more and more outstanding women can have faith in themselves. In Shanghai, a city full of possibilities, she hopes to empower more outstanding women to thrive, and contribute to the cause of rural revitalization.