Livestreaming e-commerce lifts China's rural villagers

A Global Times series tracked how livestreaming e-commerce is changing China's rural economy. Farmers now sell mushrooms, dates, and crafts directly through social media platforms, bypassing traditional middlemen.

One example is Luotuowan, a village in Hebei Province. The surrounding county, Fuping, had about 38,000 people working in its mushroom industry by 2024. Annual output reached 1 billion yuan ($147 million). A single livestream event there drew nearly 510,000 viewers, according to the series.

The village built roads, a telecom network, and a professional studio to support these sales. Farmers host live broadcasts from fields and farms, answering questions in real time.

Local governments provide training and infrastructure. The model has spread to other regions, including ceramic sellers in Jingdezhen and former herders in Xizang promoting homestays.

The Global Times series, called "Village Walk," invites foreign visitors to share their observations. The fifth installment, written by a journalist who participated in a livestream in Luotuowan, describes the operation as "one of the most professional events I have ever seen."

Livestreaming has shifted from entertainment to an economic tool for rural communities. The journalist noted that every sale helps narrow the gap between countryside and city.