Livestreaming boosts sales, publicity of goji berries

YINCHUAN -- Despite the COVID-19 outbreak, goji berry growers in Northwest China's Ningxia Hui autonomous region are expecting a bumper harvest this year, thanks to livestreaming marketing.

Goji berries, also known as wolfberries, have embraced the first harvest in early June. On one plantation in Dahe county, under Hongsipu district of the city of Wuzhong, busy pickers were joined by livestreaming anchors, who took on the role of "leading actors" in the fields.

"Welcome to my livestreaming room!" said Fu Hui, looking into her smartphone screen and interacting with viewers as she livestreamed the harvesting. "The fresh goji will be delivered to your doorstep within 24 hours!"
She received over 40 orders in just an hour.

"I feel like I'm melting under the scorching sun. But the online customers' interest in goji berries is even hotter," she said.

Fu is a member of the sales team in a local goji berry company. Due to the epidemic, over 100 company employees have been trained to become livestreaming anchors to sell products online since March.

Total online sales during the epidemic topped 50 million yuan (about $7.05 million), a 60-percent jump over the same period last year, said Hao Miaomiao, the company's new-media publicity director.

"We have arranged 30 teams to livestream harvesting in the fields on various online platforms today, which should bring fresh experience for online viewers and hopefully more orders," Hao said.

China's goji berry history dates back thousands of years. In ancient herbal medicine, its functions included protecting the liver, improving eyesight and conserving strength. With more derivative products like goji masks and goji plasmogen, it is now exported to over 40 countries and regions.

Famous for its fine goji berries, Ningxia had planted over 66,667 hectares of goji berries by the end of 2019. Located in Ningxia's central arid area, the sandy soil of Hongsipu provides a perfect growing environment for the berries.
"Due to high temperatures and the use of organic fertilizers, this year's goji berries ripened about 10 days earlier than in previous years," said Ma Tao from the plantation.

Besides placing orders, online viewers also raised questions about the berries' nutritional value and growing conditions, as well as tips on picking. Livestreaming anchors answered their questions both passionately and patiently.

According to Hao, the total number of online viewers exceeded 1.08 million from 10 am to 4 pm, with sales surpassing 890,000 yuan.
"Customers in big cities such as Beijing, Shanghai and Guangzhou will receive the juicy and fresh goji berries within 24 hours," said Hao.

Sign-language anchors were also invited during two livestreaming sessions. Though Ma Rui could not speak, he danced in front of the camera for the special group of deaf-and-dumb viewers.

"His body language and facial expressions were extremely vivid, and even his eyes could talk," said Yang Qiuyan, Ma's livestreaming partner. "Thanks to him, hearing-impaired customers knew more about our products."

Goji berry farming has become a key industry in Dahe county. Hao's company has created about 20,000 jobs for local people. More than 500 pickers are needed every day during the picking season.

"Goji berries have greened deserts and sweetened villagers' lives," said Yang Jianjun, deputy county head.