In Ruian, Zhejiang, Zhuang Wenya took root in the countryside and founded a grassroots cooperative, turning farmland into a live broadcast room, injecting sustainable vitality into rural e-commerce; in Jiangxia, Wuhan, Hubei, Gao Yawen returned to his hometown to raise chickens and start a business, turning losses into profits at his own chicken farm through live broadcasts, helping villagers solve the problem of unsaleable agricultural products. With the deepening of comprehensive rural revitalization, more and more "village broadcasters" are active on the Internet with a mobile phone, a stand, and a live broadcast room.
Recently, the State Council issued the “15th Five-Year Plan for Accelerating Agricultural and Rural Modernization” (hereinafter referred to as the “Plan”). The "Plan" proposes to implement high-quality development projects for rural e-commerce, accelerate the iterative upgrading of rural e-commerce, standardize the development of live broadcasts of agricultural products, and carry out "digital commerce to promote agriculture." According to data from the Ministry of Commerce, as of the end of 2025, the number of rural online businesses nationwide was 20.074 million, a year-on-year increase of 4.6%; the number of "live broadcast + social" online businesses nationwide was 7.477 million, a year-on-year increase of 5.1%. Behind the numbers are a group of "new farmers" who love the countryside and understand e-commerce, taking root in the fields and using their lenses to bring high-quality agricultural products out of the mountains and to the country.
It is not difficult to get started with "village broadcasting", but the difficulty is to develop rapidly. How to make good use of the "new farm tools" of mobile phones and do the "new farm work" of live broadcasting well? Many places have made useful explorations. For example, Hubei launched a training program for 10,000 "village broadcasters" to systematically incubate compound talents; Hunan held a "village broadcaster" competition to cultivate a group of new farmers who understand agriculture and love the countryside through the model of "government platform, corporate assistance, and village broadcasters singing operas"; Hangzhou, Zhejiang Province innovatively implemented the "village broadcaster growth plan" to provide fertile soil and sunshine for the growth of "village broadcasters". These measures work together through multiple dimensions such as talent team building, circulation mechanism, and industrial ecology to help "village broadcasters" transform from "working alone" to team-based and industrialized operations, and open up a sustainable new path.
Of course, the development of anything cannot be achieved overnight and requires continuous efforts. To turn the "new strategy" of "village broadcasting" to help farmers into a "long-term strategy", and to turn temporary network traffic into a sustained increase in wealth, we also need to make long-term achievements in building a talent team, ensuring product quality, and forming brand benefits.
Efforts will be made to build a professional talent team, and a group of "village broadcaster" models that can be replicated and promoted will be selected. According to different groups such as planting experts, entrepreneurial youth, village cadres, etc., a precise cultivation system of "practical + running + incubation" will be built to strengthen training, improve skills, and cultivate a comprehensive echelon of local anchors who can plan, understand operations, and know marketing.
Strictly control product quality, promote the standardized production of agricultural products and the construction of a full-chain traceability system, improve cold chain logistics infrastructure, strengthen cooperation with e-commerce platforms and professional institutions, do a good job in quality control traceability and after-sales guarantee, and use excellent quality and considerate services to retain more fans.
Deeply cultivate brand benefits, dig deep into local characteristics and pastoral culture, tell farming stories well, and promote the integration of "village broadcasting" with cultural tourism, intangible cultural heritage and other industries, so that products not only have a local flavor but also a cultural flavor. At the same time, we must keep the bottom line of integrity, strengthen industry management and training, adhere to honest operations, abandon false marketing, and fully demonstrate the appearance of "new farmers" who are sincere, simple, pragmatic and progressive.
In the next step, all localities should continue to provide more complete supporting support and sufficient resource support for the healthy development of "village broadcasting", and work beyond the camera to keep the digital momentum of "village broadcasting" growing out of the fields and grow into a hard-core force that promotes the overall revitalization of rural areas. (Zhang Xiaocao)
Source: People's Forum Network
