A virtual window into Lyuliang's agri products

In the quiet village of Wangyingzhuang in Lyuliang city, Shanxi province, 32-year-old Zhu Yafang, a grassroots livestream host, is generating fresh momentum for the area's agricultural products through e-commerce.

Zhu, a passionate advocate for local produce, uses her livestream platform to showcase the unique agricultural products of Lyuliang, including its diverse grains and traditional roasted bread.

Her enthusiasm and detailed explanations resonate with viewers, instilling trust and encouraging them to purchase with confidence.

"Every sale from my livestream means a tangible increase in income for our villagers," Zhu said.

"This work is incredibly meaningful. By sharing the stories of our local goods in a heartfelt manner, I help people discover and fall in love with Lyuliang specialties."

During the National Day holiday, the Wangyingzhuang Rural Vitalization Demonstration Zone, and Wangyingzhuang e-town, a key project in the city's Lishi district, attracted visitors from across the country. Since its opening in 2023, the zone has evolved into a comprehensive model for rural vitalization, featuring specialty dining, science and innovation education, agricultural tourism, as well as leisure activities.

Joining this project is Gao Nana, a Gen Z grassroots host who quickly signed up to be part of the Wangyingzhuang e-town initiative. For three years, she has been dedicated to promoting local agricultural products through livestreaming.

Inspired during her university days when classmates frequently asked her to bring them local delicacies like handmade noodles, Gao saw potential in the market to showcase her hometown's specialties to a broader audience.

For Gao, the livestreaming studio is more than just a sales space, but rather a platform to share and celebrate her hometown's rich culture.

She treats her livestreams like a classroom, using the camera as a medium to educate viewers about Shanxi's history and the health benefits of its grains, as well as to provide step-by-step guides to making traditional dishes such as soup noodles and tomato-egg noodles. "Ordinary sales are just business, but our livestreams are about genuinely helping our hometown and our fellow villagers," Gao said.

Song Jianlong, the manager of Wangyingzhuang e-town, highlighted the project's commitment to fostering talent through ongoing public e-commerce training.

Over 20 specialized courses in short-video operations, live demonstrations, and cross-border e-commerce have been conducted, training thousands of individuals and establishing a solid foundation for the local livestreaming industry.

"During major agricultural livestream events, we incorporate local cultural elements like suona music, dance, and traditional drums to offer an immersive experience of Lyuliang's rural charm," Song said.

"We rely solely on the quality of our products and the sincerity of our local reputation," Song added. "Our agricultural livestreams are grounded and heartfelt, focusing on clearly communicating product advantages and showcasing our hometown's beauty. The true value lies in genuinely benefiting the farmers and the community."

As a result of their exceptional quality and affordability, Lyuliang's roasted bread, grains, and handmade noodles have become highly sought-after products, reaching customers nationwide. To ensure the continued success of these products, Wangyingzhuang e-town is enhancing its industry support, nurturing e-commerce market entities, and developing tailored growth strategies that align with local industry characteristics.

"Online livestreaming has put our village on the map, boosting offline tourism traffic," said Zhang Yanping, a village official.

"The deep integration of e-commerce livestreaming with agriculture and tourism has not only vitalized our rural resources and strengthened village-level industries but has also infused new vitality into our rural development."

He Yuhui contributed to this story.