Português
EnglishWe don’t treat DingTalk as a mere technical tool; instead, we’ve designed DingTalk as an online office.
— Li Meng, Director of Knowledge Management at Jiawo
In major supermarkets and fruit wholesale markets, you can find "Jiawo Blueberries" almost everywhere. With their large size and sweet taste, they have become a staple fruit snack for urban white-collar workers and a popular choice among mothers looking for healthy fruits for their children. Consumers have dubbed them the "national blueberry."
Jiawo Group Co., Ltd., founded in 2012, is a modern agriculture and food industry group under Legend Holdings. It has established leading global industry platforms in multiple fields, including fruits, high-quality protein, high-nutrition 4R ready-made foods, smart group catering, intelligent technology, and nutrition technology. Jiawo is a pioneer and well-known brand in China’s new-generation agricultural and food industrialization, ranking 52nd among China’s Top 500 Agricultural Enterprises.
From its inception in 2012, Jiawo Group decided to focus on blueberries—a premium category—and used blueberries as a starting point to drive digital transformation in the fruit industry. At the end of 2021, Jiawo Group began collaborating with DingTalk to co-build a digital and intelligent ecosystem centered on knowledge management. By moving data, experience, and all office scenarios onto DingTalk—and particularly through the application of the AI assistant "Xiao Jia"—employee satisfaction has improved, new-employee training costs have dropped by 50%, frontline farmers can access expert advice anytime, experience is updated in real time, and administrative tasks are handled in a one-stop manner.
Let’s take a look at Jiawo’s experience.
Data on DingTalk
Let data identify issues and push notifications to the responsible parties
In Jiawo’s various blueberry bases, digital management has been integrated into every detail, not only improving work efficiency but also cultivating a new generation of agricultural experts. Han Lei, born in the 1990s, is a trained agricultural professional who moved from northern China to Yunnan in pursuit of the blueberry industry. He now serves as the manager of Jiawo’s Mengzi Blueberry Base in Yunnan.
The blueberry base managed by Han Lei spans 400 mu and primarily grows varieties such as Huaxiang Blueberries. During peak harvest season, the base employs 400 to 500 temporary workers. Every day, the base generates a vast amount of data and information, including water and fertilizer usage, water quality and environmental conditions, pest and disease situations, and temporary worker wages.
In the past, Han Lei had to spend several hours every evening analyzing Excel spreadsheets. Now, after the data system is integrated with DingTalk, if any abnormal situation arises, the system automatically sends a message to the relevant personnel.
In the past, people had to monitor data to spot problems; now, the data itself identifies issues and pushes notifications to the right people. For example, if the pest or disease level in a particular plot exceeds the threshold, the system will prompt for control measures.
In addition, the AI assistant "Xiao Jia," built on DingTalk, can generate daily reports, helping everyone understand the day’s key tasks and important considerations, greatly improving the base’s production management efficiency.
Experience on DingTalk
Planting workers now have a 24/7 AI mentor
In the agricultural sector, the transmission of experience has always been a challenge. In the past, agricultural expertise was passed down mainly through word of mouth, a method that often led to limited and fragmented information. Older generations of agricultural workers have accumulated rich practical experience, but this valuable knowledge has been difficult to pass on and apply on a broader scale.
Han Lei feels strongly about this: "The latest technology is definitely found in the fields, not in textbooks." Last year, Jiawo began building a knowledge base on DingTalk and formed a dedicated technical team responsible for managing the knowledge base. All blueberry bases across the country can submit new experiences to the technical team, which refines the information and updates it in the knowledge base.
Han Lei gives an example: May marks the end of the blueberry harvesting season, and workers need to prune the plants after picking to ensure healthy growth for the next season. The pruning standards are very strict, with specific requirements for branch length and height. Sometimes workers struggle to meet these standards perfectly—for instance, they may prune branches too short. By consulting "Xiao Jia," Han Lei learned a solution from another base—a solution that couldn’t be found through a simple online search.
In the sales process, DingTalk’s AI assistant "Xiao Jia" also plays a crucial role. By analyzing market data, Jiawo Group can more accurately understand consumer preferences and demands in different regions. Based on these insights, "Xiao Jia" helps Jiawo Group intelligently allocate products from different bases to various consumer markets across the country, maximizing sales effectiveness.
All Scenarios on DingTalk
Building an "online office" that keeps employees satisfied
Since 2021, Jiawo Group has gradually built a full-ecosystem model for organizational digitalization on DingTalk, integrating six key scenarios into DingTalk: online organization, online collaboration, agile innovation, knowledge management, open culture, and data application.
Knowledge content and vast amounts of experience related to the blueberry growth cycle are stored as digital assets in the DingTalk knowledge base. All base managers and frontline employees can access the DingTalk knowledge base at any time to quickly retrieve expert knowledge and practical experience. They can also share the latest technological applications in the knowledge base, ensuring continuous iteration of knowledge. With the AI assistant "Xiao Jia" in place, the knowledge base has become even smarter and easier to use.
In addition to supporting business operations, DingTalk’s AI assistant "Xiao Jia" has also become an administrative assistant for employees.
For the company’s multi-layered workforce—whether it’s frontline harvesting workers in their 50s or fresh graduates born in the 2000s—anyone facing HR, finance, or technical issues can turn to "Xiao Jia" for timely assistance. This one-stop service model has greatly improved employee efficiency and satisfaction.
Currently, Jiawo’s corporate knowledge base has accumulated more than 45,000 knowledge documents, covering the entire process from planting to harvesting. As a result, new-employee training costs have dropped by more than 50%.
In addition, Jiawo Group has promoted blueberry cultivation technology, expanding planting areas to 200,000 mu, creating nearly 200,000 jobs, and establishing production–sales linkage mechanisms with more than 40 poverty-stricken counties nationwide. Over the past three years, the total procurement value has exceeded 5 billion yuan.
At Jiawo, from harvesting and planting workers in the fields to office staff in the corporate headquarters, everyone uses DingTalk as a true "online office." From the fields to the city, Jiawo has leveraged DingTalk to create an efficient work environment, enabling knowledge and information to flow intelligently.
DomTech is DingTalk’s officially designated service provider in Macau, specializing in providing DingTalk services to a wide range of customers. If you’d like to learn more about DingTalk platform applications, you can contact our online customer service directly or reach us by phone at +852 95970612 or by email at cs@dingtalk-macau.com. We have an excellent development and operations team with extensive market service experience and can provide you with professional DingTalk solutions and services!