From livestreams to supply chains: Connecting Longyan to national markets

Liancheng county in Longyan, Fujian province, has emerged as a national model for rural e-commerce, successfully integrating digital retail into its traditional agricultural supply chains and reshaping the local economy.

By late 2025, the county was home to more than 3,500 e-commerce firms and 13,000 online shops, supported by a workforce of 25,000 people. The rapid growth is a result of a strategic logistical overhaul by the local government, which established a comprehensive industrial ecosystem covering seed breeding, processing, and cold-chain logistics. To support the digital transition, official programs have trained over 5,000 residents in e-commerce and livestreaming.

Another key driver behind this transformation is the rise of professional hosts like Wu Zifang. Since 2019, Wu has leveraged short videos on Hakka traditions to build a loyal following, eventually transitioning to livestream sales of local specialties such as dried sweet potatoes. Her success reflects the county's broader strategy of harnessing e-commerce to boost its 300-year-old sweet potato industry, effectively connecting rural production with national consumer markets.