Saturday, February 10, 2024

Village vloggers in China cash in on livestreaming

Source Website: https://tnp.straitstimes.com/news/world/village-vloggers-china-cash-livestreaming
By The New Paper, 03 December 2023 at 11:47 am


 More than 870 million yuan (S$164 million) worth of farm produce was sold on the Kuaishou platform in 2022 through village live broadcasts, up 55 per cent year-on-year.
PHOTO: More than 870 million yuan (S＄164 million) worth of farm produce was sold on the Kuaishou platform in 2022 through village live broadcasts, up 55 per cent year-on-year.
Photo from China Daily / Asia News Network
Picture posted by The New Paper on 03 December 2023 at 11:47 am
https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh7hI2P04rL8xyBj5rfSkPcUMFuJO58gDnwz-Mat3y8-gz4HURB-SiEu4ock6ynJO7whEZWjc7-F6rigbuVzq5dXZIotdmJKWZw6nw8lEaaJM5jnFZgsZOjbnj4LvB4MSN5MPsrSmIy_XKT8m6wiJ78y-phrnejWtMXBCXi7xMcc1xqfMcrSukaEUDkvuo/s780/Untitled-1_0.jpg
https://tnp.straitstimes.com/sites/default/files/styles/rl780/public/Untitled-1_0.jpg?itok=kJFzjYW_
https://tnp.straitstimes.com/news/world/village-vloggers-china-cash-livestreaming


QINGHAI – Ms Geru Drolma began digging for fungi on the Qinghai-Tibet plateau at the age of six, following in the footsteps of her ethnic Tibetan parents, as her family eked out a meagre living from sales to nearby shops.

Fourteen years later, she shot to stardom when a video of the arduous work that she posted online attracted half a million viewers, putting her on the path to prosperity.

In May 2017, Ms Drolma, then 20, and her mother ventured into the snowcapped landscape near their home in Daocheng county, in Sichuan province’s Ganzi Tibetan autonomous prefecture, in the hope of unearthing a lot of cordyceps. The fungus, native to the region, grows on the bodies of caterpillars and is used in traditional Chinese medicine.


 Ms Geru Drolma began digging for fungi on the Qinghai-Tibet plateau at the age of six, following in the footsteps of her ethnic Tibetan parents, as her family eked out a meagre living from sales to nearby shops.
PHOTO: Ms Geru Drolma began digging for fungi on the Qinghai-Tibet plateau at the age of six, following in the footsteps of her ethnic Tibetan parents, as her family eked out a meagre living from sales to nearby shops.
Picture posted by Charlie Campbell, Time
https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhjm8bjFAaGhV7Z3Q_GEOIxYhdLnZo70WNdZ4Q43sdv_a00VRETtCQHGx_5tp3RXisIxD5fUUorKeNfi79tjPIi5qtjQ5PbR0KesLZg5CuOnfLNr2vzkz12kTGGgMH_KVh_xfysZHc1ZpiHCDesUyF-TuQBikmQ_C0rjFM-wBjBP-8G7w69t0nXy49RmVc/s1361/ai-mushrooms.png
https://api.time.com/wp-content/uploads/2020/01/ai-mushrooms.png
https://time.com/collection/life-reinvented/5759428/ai-poverty-china/


Ms Drolma shot a video of the process on her mobile phone to share on Kuaishou, a short video app she had downloaded a few months earlier.

The next day, when she logged onto her Kuaishou account, she was stunned. The cordyceps video had been viewed 500,000 times, and she had 3,000 new followers. Her inbox was overwhelmed with messages asking about the price of cordyceps.

She said she was amazed that the “dull routines of my life could be something interesting for others”.

Ms Drolma, who now has 2.2 million followers on Kuaishou, decided to cash in on her newfound fame by livestreaming about local farm produce – an increasingly popular online marketing strategy.


 Ms Drolma, who now has 2.2 million followers on Kuaishou, decided to cash in on her newfound fame by livestreaming about local farm produce – an increasingly popular online marketing strategy.
PHOTO: Ms Drolma, who now has 2.2 million followers on Kuaishou, decided to cash in on her newfound fame by livestreaming about local farm produce – an increasingly popular online marketing strategy.
Picture posted by Hu Yuwei and Ji Yuqiao on 04 August 2022 at 11:18 pm
https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZ5etjFpNlfyrDiQ2_-l6sJzCWY0eqqRgGFbVrVESoWbssO-QucDDLAfSl3Yfebx1ue0e4MwesFGa8EdHUdgl-0sB9R-vQq5G-2ZVeX7iyZVC73D5YfdV-gQFwrXFIKC-wzTqhm2ZmFmIZgyghFCkChQ0RUbOV9PjbQMOxF9idPH7SmAtwMVVVBaaqIL8/s1200/d7c17524-49bc-4966-a5ff-7d062bf102d8.jpeg
https://www.globaltimes.cn/Portals/0/attachment/2022/2022-08-01/d7c17524-49bc-4966-a5ff-7d062bf102d8.jpeg
https://www.globaltimes.cn/page/202208/1272265.shtml


The business was so successful that in 2019, she started a cooperative with her husband to supply their livestreaming channel with a constant flow of local specialties.

“Our clients place millions of orders online each year, and the revenue of our cooperative can reach 5 million yuan (S＄943,000) a year,” she said.

She is among a growing number of farmers riding the wave of China’s e-commerce livestreaming boom.

Assisted by better telecommunication infrastructure in once-isolated hamlets and cheaper courier services, the farmers-turned-hosts bypass middlemen to pitch their agricultural products directly to deep-pocketed customers thousands of kilometres away.


 Assisted by better telecommunication infrastructure in once-isolated hamlets and cheaper courier services, the farmers-turned-hosts bypass middlemen to pitch their agricultural products directly to deep-pocketed customers thousands of kilometres away.
PHOTO: Assisted by better telecommunication infrastructure in once-isolated hamlets and cheaper courier services, the farmers-turned-hosts bypass middlemen to pitch their agricultural products directly to deep-pocketed customers thousands of kilometres away.
Picture posted by Karen Hao, MIT Technology Review on 06 May 2020
https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjGt0NZm3i1nCJhK8dPuxecOB-tAt1RK183HZ4mv2wQcICuPIzcWUtwX4OslgYnH2UurhTWmWPhFsutvEBgUB2FUgd3r8eqpEYa0pJg_XD4fpuSdbM4EGy1yI_btivOSh-mW1lFwDHpU4ko2udkDUDYbGTFVWPKEgrXFQpsLRTlQdzi9ltt10rE5DeR2u4/s975/topper-2.webp
https://wp.technologyreview.com/wp-content/uploads/2020/05/topper-2.png?fit=1080,607
https://www.technologyreview.com/2020/05/06/1001186/china-rural-live-streaming-during-cornavirus-pandemic/


Such videos have even led to the creation of a new genre of clips on Kuaishou and other short video platforms. These village live broadcasts are known in Chinese as “cunbo”.

In a report released in September, Kuaishou said more than 870 million yuan worth of farm produce was sold on the platform in 2022 through village live broadcasts, up 55 per cent year-on-year.

It said more than 300 million users had been identified as being interested in content with rural themes.

In January, Kuaishou launched a village broadcaster training programme that aims to promote China’s rural revitalisation campaign by helping village vloggers get more exposure.


 Such videos have even led to the creation of a new genre of clips on Kuaishou and other short video platforms.
PHOTO: Such videos have even led to the creation of a new genre of clips on Kuaishou and other short video platforms. These village live broadcasts are known in Chinese as “cunbo”.
Picture posted by Kaya Plus on 25 January 2021
https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhhVEi0t65ENZAKOQEan58nKPGl1dhI3yzbh6kCn2TGsnCczsa3C6kOSeCP0PiIlpKlv8b2vNJbZN4cXX2G6mDKxDQfOyF95dQ76plxoSNcdSnISYW6Rnpb-ouWOZv0B5TQMMiR5i6vs7N4-sUUnBFsah6om75nxnwsa4OIcD8p4lQ5OVgVe3aUmHoILCs/s871/image.png
https://www.mykayaplus.com/wp-content/uploads/2020/12/image.png
https://www.mykayaplus.com/kuaishou-technology-ipo-prospectus-deep-dive/


The company said it trained 100,000 rural residents in live broadcast skills in the first half of 2023, equipping them with the skills needed to livestream rural life and promote sales of farm produce or traditional handicraft designated as intangible cultural heritage.

The effort has created 250,000 jobs in about 25,000 townships nationwide, it added.

The economic potential of rural-themed videos and livestreams has also been recognised by the authorities.

In August, the Ministry of Commerce released a three-year action plan to boost e-commerce in China’s counties and surrounding villages.


 In August, the Ministry of Commerce released a three-year action plan to boost e-commerce in China’s counties and surrounding villages.
PHOTO: In August, the Ministry of Commerce released a three-year action plan to boost e-commerce in China’s counties and surrounding villages.
Picture posted by Xinhua, China Daily on 16 August 2023 at 10:10 - A staff member sells summer oranges via live broadcasts at a digital e-commerce center in Zigui county, Yichang, Hubei province on Aug 4, 2023. [Photo/VCG]
https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjGoEuFpwdZ199B3-x5-JWirViXl9t6PqL2RodSclqGCXJ_PwcIB5uRK5XY-d_mMXmwCPk-fWgMIE8iQOC_Q2obbOlW1t9jyE0ADuZEdAP3WE1VmLsiGSndjsKu2gE1-BkzHEQSp3nZhnX0fnePrL-nMQo1Ai38I__6PZa5sDhhWoTU4iooYpB5tsxUmX0/s1199/64dc2899a310352610bac9c8.jpeg
https://img2.chinadaily.com.cn/images/202308/16/64dc2899a310352610bac9c8.jpeg
https://www.chinadaily.com.cn/a/202308/16/WS64dc2899a31035260b81c6e6.html


As part of plan, grassroots authorities were asked to encourage e-commerce livestreaming and cultivate local trademarks.

Ministry figures show that online retail sales of rural products topped 1.12 trillion yuan in the first half of this year, up 12.5 per cent year-on-year.

In August, after floods and other extreme weather events battered many parts of China, the National Rural Revitalisation Administration issued a circular calling for greater efforts to ensure financially vulnerable rural families did not suffer.


 As part of plan, grassroots authorities were asked to encourage e-commerce livestreaming and cultivate local trademarks.
PHOTO: As part of plan, grassroots authorities were asked to encourage e-commerce livestreaming and cultivate local trademarks.
Photo by Wu Yuanfeng / For China Daily
Picture posted by He Wei in Shanghai, China Daily on 17 September 2019 at 10:13 - A consumer uses WeChat Pay to pay for shopping at a farmers market in Hangzhou, Zhejiang province. Consumers can also use the app to get sourcing and harvesting information about vegetables on a daily basis.
https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhndVqW_Hz3rZUtLH2ZxHL_aVPs_VPVCxHe0EX7AtGKRc_3HrNcmpTcHKQDSI4d-Idp4D-O3KmaZnlQX4pnkKLqdASfq9r_QlEHGWiqS-3PkFTgpRYmAN-9pyjuIMwiNkcnJ1fuDS80rdDnEGD-PrdN4iaiPX6ev2IwNZ8TAkqkaH_brGmEkJ2kEhKlnOI/s1184/5d804131a310cf3e979c8e29.jpeg
https://img2.chinadaily.com.cn/images/201909/17/5d804131a310cf3e979c8e29.jpeg
https://global.chinadaily.com.cn/a/201909/17/WS5d804131a310cf3e3556be01.html


Among the many measures it outlined, the circular encouraged the purchase of agricultural products from affected regions and said organisations funded by public money needed to collaborate with e-commerce enterprises to support the expansion of farm produce sales.

“Efforts are needed to guide financially strapped households in transforming their products into marketable goods and tangible cash, ultimately promoting stable employment and income growth,” it said. – China Daily / Asia News Network


 Efforts are needed to guide financially strapped households in transforming their products into marketable goods and tangible cash, ultimately promoting stable employment and income growth
PHOTO: “Efforts are needed to guide financially strapped households in transforming their products into marketable goods and tangible cash, ultimately promoting stable employment and income growth.”
Photo by Bao Xinguo / For China Daily
Picture posted by Fan Feifei, China Daily on 18 September 2019 at 13:25 - Online payment apps like Alipay and WeChat Pay are popular in almost every Chinese city, offering convenience to both businesses and consumers
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https://img2.chinadaily.com.cn/images/201909/18/5d81bfe6a310cf3e979cc690.jpeg
https://global.chinadaily.com.cn/a/201909/18/WS5d81bfe6a310cf3e3556c28c.html
 

 Among the many measures it outlined, the circular encouraged the purchase of agricultural products from affected regions and said organisations funded by public money needed to collaborate with e-commerce enterprises to support the expansion of farm produce sales.
PHOTO: Among the many measures it outlined, the circular encouraged the purchase of agricultural products from affected regions and said organisations funded by public money needed to collaborate with e-commerce enterprises to support the expansion of farm produce sales.
Picture posted by Xinhua on 03 August 2020 at 16:27
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https://img2.chinadaily.com.cn/images/202008/03/5f27ca7ca3108348fce21fd0.jpeg
https://www.chinadaily.com.cn/a/202008/03/WS5f27ca7ca31083481725ddd7.html
 

 China's e-commerce sector expanded steadily in rural areas during the first half of the year, with rural online retail sales rising 5 percent year-on-year to 766.85 billion yuan ($109.86 billion), according to the Ministry of Commerce.
PHOTO: China's e-commerce sector expanded steadily in rural areas during the first half of the year, with rural online retail sales rising 5 percent year-on-year to 766.85 billion yuan (＄109.86 billion), according to the Ministry of Commerce. [2]
Picture posted by Wanimal
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https://kidlaugh.weebly.com/uploads/6/1/2/0/61202147/9283304_orig.jpg
https://kidlaugh.weebly.com/i-love-wanimal.html
 

 China's e-commerce sector saw a rising amount of female users in February during the epidemic outbreak, an industrial report showed.
PHOTO: China's e-commerce sector saw a rising amount of female users in February during the epidemic outbreak, an industrial report showed.
Active female users of the mobile shopping industry jumped 8 percent year on year to 446 million in February, according to the report released by big data service provider QuestMobile. [3]
Picture posted by depvailon.com
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https://i2.wp.com/im.jaxlux.xyz/s00/WS9ERU5ycm5xYU54UjdGVWh1RTAwYUR6ODJyZ0VlSFE0b09xbWVlVlI3cz0-d.jpg
https://www.depvailon.com/nude-chinese-model-5847-chinese-beauties.html?page=2
 

 During the period, the average duration female users spent on the mobile internet surged 42.7 percent from a year ago, while each female user spent a monthly average of nearly 7 hours on e-commerce apps, up 10.3 percent, said the report.
PHOTO: During the period, the average duration female users spent on the mobile internet surged 42.7 percent from a year ago, while each female user spent a monthly average of nearly 7 hours on e-commerce apps, up 10.3 percent, said the report. [3]
Picture posted by depvailon.com
 

 Our clients place millions of orders online each year, and the revenue of our cooperative can reach 5 million yuan (S$943,000) a year
PHOTO: “Our clients place millions of orders online each year, and the revenue of our cooperative can reach 5 million yuan (S$943,000) a year,” Ms Geru Drolma said.
She is among a growing number of farmers riding the wave of China’s e-commerce livestreaming boom.
Picture posted by HanzoAi
By The New Paper, 03 December 2023 at 11:47 am
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Reference
[1] The New Paper, Village vloggers in China cash in on livestreaming, posted on 03 December 2023 at 11:47 am, https://tnp.straitstimes.com/news/world/village-vloggers-china-cash-livestreaming

[2] Xinhua, China Daily, China's rural online retail sales expand 5% in H1, posted on 03 August 2020 at 16:27, https://www.depvailon.com/nude-chinese-model-5847-chinese-beauties.html?page=2

[3] Xinhua, China Daily, China's e-commerce sector reports more female users: report, posted on 12 April 2020 at 15:36, https://www.chinadaily.com.cn/a/202004/12/WS5e92c506a3105d50a3d158fb.html

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