In recent years, Huaiqiao Town in Quzhou County has deeply explored the distinctive apple industry potential of Xianggongzhuang Village. Closely aligning with the county's "One Product, One Livestream" e-commerce initiative to support agriculture, the town has leveraged live-streaming commerce as a powerful tool to open online sales channels for agricultural products. This effort promotes the distribution of high-quality local fruits beyond the village to markets nationwide. By empowering traditional agriculture with digital e-commerce for transformation and upgrading, the town continuously revitalizes rural industry, injecting strong momentum into the comprehensive advancement of rural revitalization.
This year, Huaiqiao Town has focused on the e-commerce support track for agriculture, designating Xianggongzhuang apples as a key featured livestream category. It innovatively established a dual-scenario livestream model combining "fixed livestream bases + on-site traceability in the fields," moving the livestream room directly into the orchards. This allows consumers to witness the entire process of fruit growth and harvesting firsthand. During the broadcasts, hosts showcase the crisp, sweet, and juicy quality of the apples through on-site tastings and real-scene displays. They also provide detailed explanations about the cultivation heritage of Xianggongzhuang apples, their unique growing environment, and green standardized planting techniques, while sharing stories of farmers' hard work. Through this multi-dimensional promotion approach of "real-scene display + quality interpretation + real-time interactive Q&A," the town effectively bridges the distance with consumers, significantly enhancing product credibility and market appeal.
"In the past, apple sales mainly relied on offline wholesale, resulting in low prices, narrow sales channels, and very unstable income. Now, with the 'One Product, One Livestream' platform, even us ordinary farmers can become hosts, selling apples nationwide right from our doorstep. Orders keep coming in, and both fruit prices and household income are steadily increasing. Our path to prosperity is getting wider and wider!" said Guo Huihui, a fruit farmer from Xianggongzhuang Village, joyfully. Relying on the systematic professional training from Quzhou County's "Happy Village Broadcast" training camp, she transformed from a traditional farmer unfamiliar with livestreaming and traffic into a skilled local sales host, achieving stable income growth through employment at her doorstep.
To promote the normalized and long-term development of e-commerce in supporting agriculture, Huaiqiao Town has made multi-point efforts to address shortcomings. Beyond building high-quality livestream scenarios and cultivating local livestream talent, the town actively collaborates with professional planting cooperatives within the village and mainstream logistics companies. It has established an integrated, full-chain service system covering "picking — sorting — packaging — cold chain — shipping." By optimizing exclusive packaging for the fruits, strictly controlling grading and screening standards, and standardizing cold chain storage and logistics processes, the town comprehensively ensures fruit quality. This guarantees that every Xianggongzhuang apple received by consumers is fresh, plump, and pure in flavor, achieving seamless direct supply from the orchard branch to the consumer's table.
To date, the "One Product, One Livestream" livestream activities for Xianggongzhuang apples have been held over 30 times, with online viewership exceeding 5 million. Online sales have surpassed 2 million yuan, with orders covering more than 20 provinces and cities including Hebei, Beijing, Shanghai, and Guangdong. What was once a field agricultural product has now transformed into a widely popular "internet-famous fruit" and "prosperity fruit" favored by the market.
A small screen leverages a large market; small apples support a big industry. The vigorous development of e-commerce sales for Xianggongzhuang apples in Huaiqiao Town represents a vivid practice of Quzhou County empowering modern agriculture with the digital economy to boost rural industrial revitalization. It is also an effective exploration by the town in promoting the digital transformation of traditional agriculture, broadening farmers' income channels, and activating rural development vitality. In the next step, Huaiqiao Town will continue to deepen the "One Product, One Livestream" e-commerce development model, expanding and strengthening the apple industry as a leading specialty sector. It will persistently improve the supporting service system for rural e-commerce, cultivate and grow a local e-commerce talent team, and promote more Huaiqiao specialty agricultural products to go online and gain national recognition. The town is committed to building a Huaiqiao model of rural revitalization characterized by thriving industries, prosperous farmers, and livable countryside.
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