What changed
Jiaxing in Zhejiang used a September digital-rural consumption campaign to connect village producers with livestreaming, e-commerce and tourism. The campaign generated more than 4,300 livestreams and over 178 million yuan in sales around the Mid-Autumn Festival and National Day holiday.
The shift is visible in the numbers:
- Haining flower businesses made more than half their sales online, with 15 rural e-commerce companies generating over 20 million yuan through more than 600 livestreams.
- Haiyan’s grape livestream sold 2,014 kilograms for 110,000 yuan.
- Xiuzhou training reached more than 300 participants and helped develop 73 creator accounts, which generated over 1.9 million yuan.
Why it matters
Jiaxing is treating rural commerce as more than a delivery problem. A flower grower is no longer limited to customers who can reach the farm, while a grape producer can use a livestream to turn a harvest into a timed online event.
The bigger change is who gets to participate. Training in livestreaming, AI scriptwriting, filming and editing is helping farmers move from making products to explaining and marketing them. Jiaxing Vocational and Technical College is supporting that effort through e-commerce training, brand development, livestream operations and business incubation.
The campaign also links online attention to physical places. Farm activities, rural scenery, cultural events, hot springs and food workshops are being promoted online to draw visitors offline. Jiaxing’s stated next step is to make livestreaming and training routine, while combining agriculture, culture, tourism and commerce.
The informed outlook is promising but still limited: the campaign’s sales figures show activity, not yet lasting income. Its longer-term value will depend on whether these new accounts, skills and routes continue producing sales after the holiday period.
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