Livestreaming boosts Zigui navel orange sales
2024-05-19 17:05:00
By Tan Maolin, Yichang International Communication Studio
In the first four months, Zigui sold nearly 30 million yuan (US$4.15 million) worth of agricultural products, including navel oranges, on Taobao and Tmall through livestreaming and e-commerce.
In the first four months, Zigui sold nearly 30 million yuan (US$4.15 million) worth of agricultural products, including navel oranges, on Taobao and Tmall through livestreaming and e-commerce.
<caption>Tmall’s livestreaming at Zigui’s navel orange planting base.
In April, Tmall's food fresh business organized livestreams to promote sales for Zigui's Lunwan navel oranges.
On April 12, Tmall Food & Wine hosted a livestream at Zigui's navel orange planting base, attracting over 200,000 viewers for a virtual tour of the orchard. The livestream received over 1 million likes and helped Zigui sell agricultural products worth more than 7 million yuan, including over 670,000 kilograms of navel oranges.
On April 12, Tmall Food & Wine hosted a livestream at Zigui's navel orange planting base, attracting over 200,000 viewers for a virtual tour of the orchard. The livestream received over 1 million likes and helped Zigui sell agricultural products worth more than 7 million yuan, including over 670,000 kilograms of navel oranges.
<caption>Tmall’s online marketing platform for Zigui’s navel oranges and related products.
Zigui also partnered with Tmall's owned channels, such as Tmall Supermarket and Tao Factory, to expand the sales channels for Zigui navel oranges and related products.
Due to its unique geography and climate, Zigui has fresh oranges available all year round, including Lunwan oranges in spring, Xiacheng oranges in summer, Jiuyuehong oranges in autumn, and Niuheer oranges in winter.
In 1995, Zigui was named China's first "Navel Orange Hometown" and was included in the top 30 national citrus counties in 2018.
Zigui currently has a citrus planting area of 400,000 mu (26,667 hectares) with an annual output value of nearly 20 billion yuan. More than 70 percent of the population here is involved in the navel orange industry, which has led to the creation of 12 villages with an annual output value exceeding 100 million yuan, and 27 villages with an annual output value exceeding 50 million yuan.
Due to its unique geography and climate, Zigui has fresh oranges available all year round, including Lunwan oranges in spring, Xiacheng oranges in summer, Jiuyuehong oranges in autumn, and Niuheer oranges in winter.
In 1995, Zigui was named China's first "Navel Orange Hometown" and was included in the top 30 national citrus counties in 2018.
Zigui currently has a citrus planting area of 400,000 mu (26,667 hectares) with an annual output value of nearly 20 billion yuan. More than 70 percent of the population here is involved in the navel orange industry, which has led to the creation of 12 villages with an annual output value exceeding 100 million yuan, and 27 villages with an annual output value exceeding 50 million yuan.
