During October 17–18, the "Youth Cultivation China" livestreaming campaign for Sichuan’s agricultural products was held in Xichang City, Liangshan Yi Autonomous Prefecture. The initiative aimed to bridge the gap between remote rural areas and consumers nationwide by promoting high-quality local produce like seedless grapes, sugar-core apples, and soft-seed pomegranates from Liangshan.
The event featured the official "Youth Cultivation China" account alongside 10 on-site hosts and 47 authorized streamers. Hosts like He Guizhi enthusiastically showcased products such as autumn pear and loquat syrup, emphasizing their natural sweetness and purity. Meanwhile, others like Zhong Liangzhi and Zhou Jing demonstrated the freshness of salt-source apples by squeezing them to reveal their juiciness or teaching viewers how to easily open pomegranates.
Historically, Liangshan’s agricultural treasures struggled to reach broader markets due to geographical barriers. However, the rise of e-commerce livestreaming has transformed opportunities for local farmers. For instance, Zhang Yan, a Liangshan native, pivoted from traditional sales channels to livestreaming in 2020. Her efforts revitalized the market for Chinese dwarf cherries, once nearly abandoned due to transport challenges. By broadcasting the harvesting and packing process, she built trust with consumers, driving prices up from 5–6 yuan to over 10 yuan per jin.
Similarly, He Guizhi, founder of the "Xiao Niang Mi" honey brand, turned to livestreaming in 2022 to combat stagnant sales. By 2025, her brand achieved over 16 million yuan in sales via livestreams alone. She also established a stable supply chain by partnering with beekeepers, helping them scale operations—like Deng Tianyong, who expanded from 50 to 200 beehives, boosting his annual income to 300,000 yuan.
Despite the boom, challenges like price wars emerged. Zhou Jing, advocating for salt-source apples, resisted lowball offers from resellers, opting instead to livestream independently. Her approach secured fairer prices for farmers, with purchase rates rising to 3 yuan per jin, enabling many to build new homes.
Beyond sales, the campaign explored sustaining momentum. Guan Zuping, a village party secretary from Anyue County, highlighted the power of storytelling in livestreams, blending rural culture with commerce. Bao Teng, a grassroots official with 3.5 million social media followers, emphasized authenticity—showing farming processes to reassure buyers. Post-event, he plans to refine packaging, logistics, and integrate intangible cultural heritage (e.g., Yinmi crisps, palm puppetry) into future streams.
The livestreams also spotlighted Liangshan’s cultural riches, from Yi embroidery to the Torch Festival, with hosts like Xie Yangyang and musicians A Niu Wuniu sharing traditional performances. As Zhong Liangzhi noted, Liangshan’s untapped potential lies in its visual and auditory beauty, waiting to be shared globally.
Through innovation and collaboration, "Youth Cultivation China" is not just selling products but fostering lasting connections between rural producers and urban consumers, turning fleeting "traffic" into enduring "retention."