Shaanxi Province Promotes Rural E-commerce and Live-Streaming
Pingli County in Shaanxi, China, is training residents to use live-streaming to boost local agricultural sales and tourism.
According to a report by Khaosod Online, Pingli County in Ankang, Shaanxi Province, is actively encouraging residents to utilize live-streaming and short-form video content to promote local agricultural products, rural lifestyles, and tourism destinations. This initiative aims to expand market reach and generate new income streams for rural communities.
Local entrepreneur Pan Xiaoyan, who manages a facility for processing agricultural and local food products, has successfully adopted this model. By live-streaming the sale of traditional snacks, her business achieved over 30,000 yuan in online sales during August 2026, successfully shipping products to major markets including Shanghai and Guangdong.
To support this growth, the Pingli County Human Resources and Social Security Bureau launched a strategic program in 2026 titled “One Village, One Live-Streamer; One County, One Influencer.” The government is providing professional training sessions focused on online marketing skills and content creation. The sixth session of this vocational training program was recently held by Juxiyou in Pingli County.
For residents and travelers, this development highlights a growing trend in rural digital transformation. While the program is currently focused on domestic market expansion, it remains to be seen how these digital skills might eventually integrate with international tourism marketing or cross-border e-commerce opportunities for visitors interested in authentic regional products.
