A China Media Group-assisted e-commerce livestreaming program is helping a former poverty-stricken county in southwest China's Sichuan Province find new buyers of its specialty farm produce, driving income growth for local farmers.
Xide County is located in north central Liangshan Yi Autonomous Prefecture. The county was once classified as a national-level poverty-stricken county. In November 2020, the Sichuan provincial government announced that the seven remaining impoverished counties in Liangshan Prefecture, including Xide County, had removed their "hats of poverty" after five painstaking years of targeted poverty alleviation work.
The livestreaming program, launched in Xide County on Sunday, was hosted by a presenter from China Media Group (CMG) -- China's flagship broadcaster -- with the participation of officials from the Culture, Radio, Television and Tourism Bureau of Xide.
Featured products in the livestream studio include Liangshan's distinctive black tartary buckwheat tea, organic olive oil and seasonal fresh produce.
Since its launch, this event has enhanced the brand influence of Liangshan's agricultural products and attracted lots of consumers nationwide, with the signing of over 900 orders, and with the online traffic footprint registering more than 140,000 views and over 900,000 impressions on Sunday alone.
"With the CMG's support, Liangshan's reputation and recognition by the outside world have significantly improved, and local agricultural enterprises have seen substantial sales growth," said Wang Qijun, president of an agricultural product supply chain association in Liangshan.
The livestreaming program, involving agricultural enterprises from 17 counties in Liangshan Prefecture, has adopted a zero-commission charge, fully public interest model, with all proceeds being used to support Xide County's long-term development.
"This livestream charity sales event has opened broader markets for our county's specialty products, allowing more people to discover and understand Xide. We believe our industries will thrive, and our residents' lives will become more prosperous," said Mahaiajiamo, deputy head of the Culture, Radio, Television and Tourism Bureau of Xide.
CMG-assisted livestreaming program promotes specialty products' sales from once poverty-stricken county
