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Livestreaming e-commerce lifts China's rural villagers
Global Times series shows Chinese farmers using livestreaming to sell mushrooms and crafts directly to consumers. One county's mushroom industry generated $147 million annually.
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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.