Fresh approaches boost online goji berry sales

Despite the COVID-19 outbreak, goji berry growers in the Ningxia Hui autonomous region are expecting bumper sales this year, thanks to livestreaming. The goji berries, also known as wolfberries, were harvested last month. At one plantation in Dahe county, Hongsipu district, 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 harvest. "The fresh goji will be delivered to your doorstep within 24 hours!"

She received more than 40 orders in 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, more than 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 ($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 be a fresh experience for online viewers and hopefully bring in 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.

Famous for its fine goji berries, Ningxia had planted over 66,667 hectares of goji berries by the end of last year. 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 asked questions about the berries' nutritional value and growing conditions, as well as tips on picking. Livestreaming anchors patiently answered their questions.

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, Guangdong province, will receive the juicy and fresh goji berries within 24 hours," Hao said.

Anchors with sign-language skills also participated in the livestreaming sessions. Ma Rui danced in front of the camera for deaf and hearing-impaired viewers.

"His body language and facial expressions were extremely vivid, and even his eyes could talk," said Yang Qiuyan, Ma Rui's livestreaming partner.