China News Service, Jiaxing, October 1 (Fu Feiyang, Yang Yongchang) "These varieties are of very good quality, look good at home, and are easy to take care of..." During the Mid-Autumn Festival and National Day holidays, in a flower live broadcast room in Chang'an Town, Haining, Jiaxing, Zhejiang, the anchor was busy promoting various types of hot-selling flowers, and the staff in the backend warehouse were busy packaging and shipping, creating a busy scene. Zheng Huijun, the person in charge of the company that owns the live broadcast room, said that online sales account for more than half of the company's total sales.
The live broadcast room is set up in the countryside, and the network cable connects to the vast market. In Jiaxing, what kind of consumer vitality can the digital village craze inspire?
In September just past, the 2026 Jiaxing Digital Rural Consumption Season event was held. According to incomplete statistics, during the event, the city conducted more than 4,300 live broadcasts, achieving sales of more than 178 million yuan.
From fields to "cloud shelves", the digital economy is accelerating the reconstruction of local rural consumption scenes, with three changes being particularly striking.
The first is to expand channels and allow good rural products to be "online" and put on the platform. During the consumption season, Jiaxing encourages specialty agricultural products to be sold online through mainstream e-commerce, instant delivery, and community group buying platforms such as Taobao, Douyin, and Dingdong Maicai. It also launches limited-time flash sales, full discounts and other consumption-promoting activities to accelerate the transition from self-produced and self-sold rural goods to "online direct sales."
Among them, Haiyan County held a special live broadcast on grapes, focusing on national geographical indication products, selling 2,014 kilograms of grapes, achieving sales of 110,000 yuan; Haining City organized 15 rural e-commerce companies to participate in the event, focusing on flowers, gardening, and local specialty agricultural products for live broadcasts, with a total of more than 600 live broadcasts, and online sales exceeding 20 million yuan; Jiaxing Economic Development Zone organized 6 merchants to carry out 20 live broadcasts to assist farmers, issuing 6 million yuan in consumer coupons, directly driving sales of 20 million yuan...
Live broadcasts are not only about selling products, but also constantly broadening new ways for featured products to "go global".
The second is strong power to allow more “new farmers” to become the protagonists of rural e-commerce.
In digital countryside, goods are the foundation and people are the key. During the consumption season, Xiuzhou District’s “Xiuxingbo·Co-prosperity Workshop” carried out more than 10 themed public welfare trainings, covering more than 300 people. Through the “accompanying account” and “teaching and mentoring” co-prosperity mentoring mechanisms, a total of 73 master accounts have been cultivated, and an income of 1 More than 900,000 yuan; Majiaqiao Village in Jiashan County has carried out public welfare training on AI short video creation in response to farmers' shortcomings in digital marketing capabilities, from AI copywriting scripts to short video shooting and editing of agricultural products, helping farmers go from being "good at making products" to "being good at talking about products"...
As more rural business entities learn to use traffic to find customers, use content to tell stories, and use platforms to do business, the effect of "cultivating one person, driving one household, and radiating a whole community" is also gradually emerging.
The third is to look at the scenario so that rural consumption does not just stop at agricultural products. The value of digital countryside is not only to sell a box of grapes, a pot of flowers, etc. to a farther place, but also to bring the scenery, culture and experience of the countryside to consumers.
Focusing on the theme of "Poetry and Painting Jiangnan", Jiaxing actively promotes two-way empowerment of online traffic and offline experience to further expand the boundaries of rural consumption.
Nanhu District carries out agricultural experience promotion based on real farm scenes, turning pastoral scenery and farming activities into online communication content, guiding consumers from "swiping online" to "walking in"; Jiashan County's Yunlan Bay Scenic Spot seizes the Mid-Autumn Festival, the anniversary of the scenic spot and other nodes, and launches a series of activities such as the national style moon worship ceremony, autumn hot spring health care, gourmet handmade DIY and other activities to enrich the global consumption format.
Behind the changes, we cannot do without the continuous support of talents and education.
"The development of rural e-commerce requires a platform, but also people who understand products, markets, and communication." Yin Yashu, secretary of the Party branch of the Modern Business School of Jiaxing Vocational and Technical College, said that the school has established a training base for e-commerce talents inside and outside the school, and regularly carries out special services such as e-commerce skills training, agricultural product branding, live broadcast operation guidance, and entrepreneurial incubation and cultivation. Through "team + technology + brand", it will help more rural business entities improve their digital management capabilities.
"In the next step, we will continue to consolidate the results of the activities, improve the long-term mechanism for e-commerce to help farmers, carry out live broadcasts of production areas and e-commerce talent training on a regular basis, deepen the integrated development of agriculture, culture, tourism and merchants, and continuously expand the upstream channels for agricultural products to provide strong support for increasing farmers' income, improving the quality of rural consumption and overall rural revitalization." said the relevant person in charge of the Jiaxing Municipal Commerce Bureau.
