China News Service, Wenzhou, November 6 (Huang Yanjun, Xiang Ying, Cheng Fang) In the golden autumn, citrus has ushered in the mature picking season. At the citrus base in Mayu Town, Ruian City, Wenzhou City, Zhejiang Province, bright citrus trees are dotted all over the branches, and the fruity aroma is overflowing. Rural anchors set up equipment, pointed the camera at fruit trees, and promoted fresh fruits to online netizens.
"The live broadcast room is in the orchard. Consumers can see the entire planting process, from branches to dining tables, so they feel more confident when placing orders." said a local rural anchor.
This scene is a vivid epitome of the local "e-commerce to help common wealth and mobile live broadcast room" normalized agricultural activities.
In 2026, Ruian will closely adhere to the main line of "promoting agriculture through commerce, assisting agriculture with e-commerce, and enriching farmers through industry", based on the local agricultural product resource endowment and e-commerce industry foundation, coordinating online and offline channels, and using collaborative efforts such as live streaming, workshop empowerment, brand cultivation, and talent introduction to continue to open up the upward channel for agricultural products.
In Ruian, Zhejiang, e-commerce live broadcasts go deep into the fields (data map). Photo courtesy of Ruian Media Center
From January to September this year, the city’s online retail sales reached 16.47 billion yuan, a year-on-year increase of 10%. Groups of fresh data outline the gratifying results of Ruian’s rural e-commerce in empowering shared wealth.
Ruian is located on the coast of southern Zhejiang, with beautiful scenery and abundant mountain products. Based on resource characteristics, local towns and villages have explored differentiated e-commerce paths to help farmers.
For example, Gaolou Town relies on the mountain resources of Zhailiao River to create a live broadcast with the theme of "Zhailiao Tea Land" around bayberry and local tea, bringing natural scenery and agricultural products to the cloud; Wenzhou Shankang Agricultural Development Co., Ltd. creates a cross-township The model of mutual prosperity connects the agricultural products resources of Pingyangkeng Town, Binhai Functional Zone, and Caocun Town. Through small programs, cloud exhibitions and sales, regular live broadcasts, and supporting development of picking and study routes, it builds a closed loop of development in which agriculture, culture, tourism, and businessmen mutually promote each other.
To help farmers increase their income, it is necessary to bring goods in the short term, but also to strengthen the carrier and drive long-term industrial upgrading.
Walking into Ruian's "Grassroots Workers' Cooperative" co-prosperity workshop, I saw that the staff were busy shooting short videos, promoting live broadcasts, and packaging and shipping. All aspects were busy and orderly.
Zhuang Wenya, the person in charge of the workshop, said that "Grassroots Work Society" is an e-commerce live-streaming shared wealth workshop. It is also a full-chain e-commerce incubator that integrates training and incubation, supply chain integration, quality control, and after-sales guarantee. The workshop selects local agricultural products, shoots short videos to help farmers, tells local farming stories, and continues to drive stable export sales of surrounding agricultural products.
At present, Ruian has cultivated 17 e-commerce live-streaming shared wealth workshops, 4 of which have been selected as Zhejiang provincial-level typical cases. Today, a group of local wealth-sharing workshops such as Senhuo Benwei and Shankang Agriculture have become a stable fulcrum for the upward trend of agricultural products.
As of the end of September this year, there were 418 active online stores for agricultural products on the local key monitoring platform. Relying on the "Zhejiang Agricultural Code" to empower regional public brands such as "Yunjiang Fengwei" and building a bridge between supply and demand with the help of e-commerce associations and agricultural broadcasting alliances, Ruian is promoting agricultural product e-commerce from "volume-based" to "improving quality and creating brands."
Ruian, Zhejiang, live broadcast of agricultural product traceability (data map). Photo courtesy of Ruian Media Center
To promote agriculture through business, brand is the attraction and talent is the endurance. How to continuously cultivate new local farmers and accumulate reserve power for rural e-commerce?
In recent years, the Ruian Municipal Commerce Bureau has teamed up with the local Women's Federation, Market Supervision and Administration Bureau and other departments to launch a series of courses such as "Women New Farmers", "New Village Broadcasting Growth Camp" and "AI Short Video Empowerment" to teach practical skills such as live broadcast operation and fresh food quality control to farmers and cooperative members. In addition, the city continues to deepen the "order-based" training model for government, schools and enterprises, forges compound e-commerce talents in actual combat, and gradually cultivates a team of 112,000 e-commerce practitioners.
"From live streaming to industrial transformation, from brand renewal to talent cultivation, Ruian's achievements in promoting agriculture through digital commerce continue to be implemented." The relevant person in charge of the city's Commerce Bureau said that at present, 91 Zhejiang provincial Taobao villages and 10 e-commerce towns have been built, and the rural e-commerce public service platform has achieved full coverage.
In the next step, Shui On will continue to strengthen its e-commerce live broadcast matrix, deepen regional brand cultivation, and expand domestic and international diversified markets, so that digital living water will continue to nourish the fertile rural soil, promote more Shui On's good products to go out of the countryside and spread across the country, and continuously release the efficiency of e-commerce to help farmers and industries to enrich farmers.
