Farmers in Motou town, Rugao are promoting their sweet potatoes through livestreaming. [Photo/ntfabu.com]

As e-commerce livestreaming has become a crucial avenue for increasing the sales of agricultural products, Motou town in Rugao has embraced this trend, effectively promoting local agricultural products to larger markets.

In 2023, Motou town established an e-commerce livestreaming base, offering comprehensive support to 232 family farms throughout the town in terms of production, marketing, and distribution. The initiative included the construction of a cold storage and processing center which provides one-stop services including sorting, packaging, and cold chain transportation.

To optimize the impact of livestreaming, the town has invited online influencers with expertise in the field to conduct live demonstrations, teaching farmers about practical livestreaming skills and post-sales service techniques.

Xue Tao, head of Motou town, said that since 2023, the town has organized four training sessions. It also has collaborated with nearby universities, offering summer internships to marketing and e-commerce students to address the shortage of workforce for family farms.

Statistics indicate that the town hosted over 100 livestreaming sessions last year, attracting more than 250,000 viewers. This translated to an average sales growth of approximately 35 percent for farms, contributing to an average income increase of over 5,200 yuan ($728.85) for each household.