Grassroots CPC members' live streaming boosts rural revitalization

At 7 P.M. sharp, Huang Jie, clad in the traditional costumes of the Miao ethnic group, appears on his livestream channel. Picking up freshly peeled bamboo shoots brought by villagers, he skillfully introduces them to his audience. In less than an hour, his online inventory of agricultural products is completely sold out.

Huang's journey into live streaming began when inspired by rural content creators promoting agricultural products. In November 2023, he opened a Douyin account under the name "Qingshan Village Chief." On this platform, he creates short videos to share stories about rural life and promote the scenic beauty of his hometown. Huang lives in Guandong Village, Mayang Miao Autonomous County of central China's Hunan Province.

He also formed a livestream team with six young villagers to sell agricultural products online, quickly becoming a well-known influencer in the area. His innovative approach has not only brought attention to his village but also provided a sustainable income source for many local farmers.

The product categories may be varied, but quality is non-negotiable. To ensure high standards and enhance the quality of agricultural goods, Huang often underscores the importance of "reputation awareness" to villagers during courtyard meetings and village assemblies. The livestream team also rigorously screens and randomly inspects each product before going live.

Given that most items sold are fresh produce, after each livestream, Huang and his team drive an hour to the nearest county or city to deliver the products to the courier company, ensuring prompt delivery. This meticulous attention to detail has earned the trust and loyalty of his growing customer base.

After continuous efforts and exploration, the live stream's viewership has begun to steadily increase. "We now average 300-500 orders per stream session, with around 20,000 cumulative views. We usually sell out all the products on the same day," Huang said. His success story is a testament to the potential of digital platforms in transforming traditional agricultural practices.

Off-screen and out of his traditional Miao costumes, Huang is a young man born in the 90s, and has been the Party secretary of Guandong Village since 2021. His dual roles as a community leader and a digital influencer highlight the evolving landscape of rural leadership in China.

The rise of leaders like Huang is part of a broader trend within the Communist Party of China (CPC), which saw the number of its members grow to 98.04 million at the end of 2022, and 5.07 million primary-level organizations, up 129,000 from the previous year. The role of primary-level Party organizations in both rural and urban areas has been strengthened, with a significant number of village Party secretaries now holding higher educational qualifications. At the end of 2022, there were 490,000 secretaries of Party organizations in villages, 42.5 percent of whom held junior college degrees or above.

Similar stories of grassroots innovation and leadership can be found across China. In Chenxu Village of Lishui City, Zhejiang Province, villagers speak highly of their village Party secretary, Wu Xinming. This 23-year-old college graduate has led the villagers in constructing a cultural hall, building a parking lot, and promoting local specialties and agricultural products through live streaming, bringing tangible changes to the village.

In recent years, the local brown sugar industry has seen rapid growth, and Wu has even taken on the role of a temporary livestream host to promote her hometown's specialty products. Now, the area is preparing to build a brand and continually expand the sales channels for agricultural products. Against this backdrop, Wu is leveraging her professional expertise to design the brand's visual identity while also strategizing on the marketing of local agricultural products.

The impact of these efforts is evident in national trends. According to the Ministry of Commerce, China's online retail sales of agricultural products reached 587 billion yuan (around $80.7 billion) in 2023.

This impressive growth demonstrates how rural e-commerce leverages digital technology to transform traditional agricultural practices. By reorganizing various elements and stakeholders within the industry, rural e-commerce ultimately enhances the value chain and drives comprehensive industry upgrades. The stories of Huang Jie and Wu Xinming exemplify the dynamic role of grassroots leaders in this transformative process.

As China continues to embrace digital transformation, the stories of these young CPC members illustrate the powerful impact of grassroots leadership in rural revitalization. Their innovative use of live streaming and e-commerce has increased local incomes and brought greater visibility to their communities. These efforts are paving the way for more rural areas to benefit from similar approaches, demonstrating the potential for widespread economic improvement.