In Zhouquan Village, Jiangsu Province, an ancient horticultural tradition has evolved into a thriving digital enterprise. Each morning before dawn, over 100 meticulously crafted penjing (miniature potted landscapes) transform the village square into an open-air studio, where livestreamers move among the intricate creations, showcasing them to viewers nationwide.
The village’s transformation from traditional cultivation to e-commerce powerhouse represents a remarkable case study in rural economic development. Situated along China’s north-south divide, Shuyang County’s mild climate and distinct seasons have historically made it ideal for ornamental plant cultivation. Today, the region generates 35 billion yuan annually from this sector, with livestreamed sales accounting for one-third of the national penjing market.
Zhouquan’s penjing heritage dates to the Qing Dynasty, when Emperor Kangxi gifted his tutor Hu Jianjing a procumbent juniper landscape in 1671. This ancient specimen, still standing centuries later, inspired the distinctive ‘ox watching the moon’ style featuring over 60 cloud-like tiers with intricate diamond-shaped perforations. This artistic tradition has been passed down through generations, with currently 300 of the village’s 1,200 families engaged in penjing production, generating approximately 300 million yuan annually.
The industry’s evolution mirrors China’s technological progression: from 1970s bicycle and oxcart transportation to three-wheeled trucks in the 1990s, then to early e-commerce platforms in the 2000s. The pandemic accelerated the shift to livestreaming, which now dominates sales. Pioneer Jiang Aihua, a former teacher who transitioned to penjing after her son’s birth, became the village’s first Taobao seller in 2007. Her adaptation to livestreaming during COVID-19 proved particularly impactful, expanding the customer base beyond traditional older enthusiasts to include younger urbanites seeking mindful hobbies and evergreen species suitable for compact living spaces.
The industry now stands at another technological crossroads. Jiang is mentoring her university-educated son Zhou Jiangchao in both penjing artistry and digital marketing, emphasizing that genuine appreciation must precede effective sales. Looking ahead, they plan to integrate artificial intelligence to create growth process videos, believing immersive storytelling will further expand their market reach.