US EditionChina's 'new farmers' learn to livestream in rural revitalisation
CHINA, JUL 9 – Livestreaming training camps help farmers market produce directly to consumers, boosting incomes and supporting rural revitalization, with new rural creators on Douyin increasing 52% in a year.
- On June 26, 2025, farmers including 56-year-old Gao Chaorong attended a hands-on livestreaming bootcamp in Penglai, Shandong to sell produce online.
- This event arose as Chinese agriculture faces rising competition and challenges from declining offline sales amid broader economic shifts including real estate downturns.
- The monthly bootcamp, organized by the Tian sisters—livestreamers and e-commerce experts born to farmers—offers four days of training plus lifelong follow-ups on engaging audiences digitally.
- On Xiaohongshu, a platform similar to Instagram, content tagged with "new farmers" has attracted over 227 million views, while rural content creators on Douyin have increased by 52 percent as digital technologies transform attitudes toward agriculture.
- This shift implies a growing emphasis on modernizing agriculture as a cornerstone for China’s development and rural revitalization, a priority emphasized by President Xi since 2012.
53 Articles
53 Articles
Malay Mail
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