Live-streaming Support Helps Yunnan Farmers Sell Seasonal Fruits and Boost Rural Industries

Fresh peaches ripen across the mountain orchards of Baohe Township in Gejiu City, Yunnan Province. Favoured by high altitude and large day-night temperature differences, local peaches feature crisp texture, high sugar content and superior taste, forming distinctive high-quality mountain agricultural products. This year’s bumper harvest once again delivered ripe fruits across local peach orchards, yet oversupply and shrinking trader visits created urgent sales pressure for local growers.

A young local farmer has developed a diversified circular planting model combining flue-cured tobacco, ginger and peaches to stabilise annual household income. Sustainable crop rotation and interplanting arrangements enable continuous field output throughout the year, steadily improving family living standards. The stable development of local diversified agriculture owes much to long-term public infrastructure investment and targeted industrial guidance.

Since 2005, Gejiu municipal tobacco authorities have invested over 17 million yuan to upgrade rural agricultural infrastructure across local tobacco-growing villages. The funding has supported the construction of field water cellars, farming roads and water supply pipe networks, thoroughly resolving historical difficulties in irrigation and field transportation. The improved water conservancy facilities serve both tobacco planting and diverse cash crop cultivation, laying solid foundations for local farmers’ multi-industry development.

Despite robust growth in annual crop output, seasonal fruit sales remain vulnerable to market fluctuations. With fewer incoming merchants this year, large quantities of ripe peaches faced unsold risks, threatening farmers’ seasonal earnings. Local authorities promptly launched tailored assistance measures to tackle the marketing dilemma.

Staff from Gejiu municipal tobacco authorities collaborated with local government bodies to design specialised live-streaming sales solutions. Professional support covered script planning, equipment debugging and on-site shooting, providing systematic guidance for farmers to introduce product features and ecological planting conditions on camera. The on-orchard live broadcasts adopted a down-to-earth and authentic style, showcasing the original mountain planting environment and high-quality fruit characteristics without elaborate studio decorations.

The live-streaming campaign quickly gained widespread online attention. Numerous consumers showed support for pollution-free mountain-grown peaches, generating continuous orders during the broadcast. Within just a few days, most of the overstocked peaches were sold, effectively relieving the seasonal sales pressure on local farms.

The successful online sales practice has built new development awareness for local young farmers. Local growers will continue to optimise crop quality while actively learning e-commerce and live-streaming operation skills. They will expand online sales channels to send high-quality mountain produce out of remote rural areas and achieve better market returns.

The grassroots assistance model integrates infrastructure improvement, industrial cultivation and digital marketing empowerment. It drives individual household income growth and leads local villagers to expand characteristic agricultural industries. Such targeted support continuously energises the sustainable development of rural featured agriculture and consolidates the momentum of rural vitalisation in mountainous regions.