In the mountainous orchards of Zhongzhuang township, Zibo city, a digital transformation is taking root alongside the apple trees. During peak harvest season, couples navigate through groves heavy with ripe fruit, but instead of traditional baskets, they carry smartphones and streaming equipment. These agricultural workers have embraced dual roles as both fruit growers and digital content creators, leveraging online platforms to revolutionize their sales approach.
The regional government has actively fostered this evolution by establishing comprehensive support systems including e-commerce service centers and specialized training platforms. These initiatives guide local farmers in developing digital marketing skills and expanding their online commercial channels. Strategic partnerships have been formed with major e-commerce platforms, supermarket chains, and community group-buying services to create integrated sales networks.
What distinguishes these agricultural influencers is their authentic approach: they conduct livestreams directly from the orchards, providing real-time demonstrations that allow consumers to virtually experience the apples’ growing environment. This transparency builds consumer confidence while showcasing product quality. The husband-and-wife teams particularly excel at creating engaging content that blends agricultural expertise with personal storytelling, making the fruit-buying experience both educational and entertaining.
This innovative model represents a significant upgrade to traditional fruit industry practices, merging agricultural production with digital entrepreneurship. The success in Zhongzhuang township demonstrates how rural communities can leverage technology to create sustainable economic models while maintaining agricultural traditions.