In the dynamic landscape of modern agriculture, "rural influencers" have emerged as pivotal forces, seamlessly connecting agricultural products with broader markets while championing rural cultural heritage. As Guangdong Province advances its strategic "Hundreds, Thousands, and Tens of Thousands Project" aimed at rural revitalization, a transformative wave of digital upskilling is empowering a new generation of agriculturists.
A landmark initiative, the large-scale training program for a thousand rural influencers, recently launched at Sun Yat-sen University. This multi-session workshop, spanning five phases and encompassing participants from all 21 prefecture-level cities in the province, is designed to cultivate a cohort of versatile talents proficient in account operation, live-stream selling, and short video content creation.
Addressing the Digital Imperative in Modern Farming
"The engagement in my livestream skyrocketed after an unexpected accident," shared Liang Zhipeng, a post-00s trainee, during a break. "While broadcasting from a shrimp farm, the boat I was in capsized. I fell into the pond, and when I resurfaced drenched, still holding my phone, the viewer numbers were surging." Since returning to his hometown after university in 2021, Liang has become a local pioneer, leveraging genuine rural narratives to drive engagement. "Authenticity is the ultimate engagement driver. My goal is to blend these real stories with systematic knowledge of platform algorithms and team management."
Participants in the training program range from seasoned broadcasters like Liang to absolute beginners and even leaders of established operational teams. They universally recognize live-stream commerce as an indispensable skill for contemporary agriculturists, eager to master techniques that promote local specialties and boost community income.
This pressing need underscores a critical gap in rural internet operation talents amid the deepening implementation of the province’s development project. In response, the curriculum brings together experts from leading platforms, multi-channel networks (MCNs), veteran broadcast trainers, and top influencers. The program is structured around three core pillars: digital skills, industrial integration, and compliance and risk management, offering tailored practical guidance.
Empowering Through Digital Skills
Training sessions feature specialists from major platforms such as Tencent, Pinduoduo, Douyin, and Xiaohongshu, who impart hard skills in short video production, live-stream selling techniques, and AI tool utilization. These include crafting viral AI-generated videos and building a compelling rural personal brand, thereby strengthening the digital foundation for these influencers to contribute to broader rural development goals.
Fostering Industrial Integration
Modules like "Full Strategy for Agricultural E-commerce Operation," "Crafting a Rural Brand," and "Turning Local Produce into National Sensations" zero in on renowned local specialties, such as lychees. These sessions empower trainees to precisely target national markets, spurring industrial vitality and brand enhancement under the larger development framework.
"For our entity store, sales of our salted-baked chicken are steady, but I joined this training to learn how to promote its intangible cultural heritage via livestreams—highlighting its unique dietary benefits. The ultimate aim is to support local poultry farmers by expanding sales and building out the supply chain," explained Lin Yumin, a inheritor of the traditional salted-bry chicken craft.
A team leader from Shantou noted, "Many participants are driven by a desire to showcase their hometown’s treasures. One attendee, already a successful knitwear influencer with strong sales, signed up immediately upon hearing about the program. Beyond his own business, he is committed to creating jobs for local farmers and exploring new sales avenues for them."
Ensuring Compliance and Managing Risks
The curriculum also includes critical lessons on compliance. Experts from cyberspace administration and market regulatory agencies educate participants on navigating public opinion, risk prevention, and adhering to regulatory guidelines in live-stream marketing, fostering a strong culture of lawful operation.
Building a Cohesive Ecosystem for New Agriculturists
The cohort of 1,000 trainees represents a diverse mix: young village committee officials, returning entrepreneurs, inheritors of intangible cultural heritage, and leaders of new agricultural business entities. Guangdong is effectively marshaling resources from government bodies, market players, and societal organizations to construct a comprehensive support network that spans skill development, industry linkage, and risk mitigation.
"In Langtou Village, individual efforts are coalescing into a powerful collective force," said Huang Zhiyun, Party branch secretary of Langtou Village in Guangzhou’s Huadu District. "I started by documenting village rejuvenation projects on my phone, which unexpectedly drew international attention—even a French consular couple joined our Mid-Autumn festival festivities. This experience proved that smartphones are low-cost, high-impact tools for modern farming. Now, with increased cultural tourism traffic, my focus is on converting this visibility into tangible benefits, making our ancient village both culturally and economically prosperous."
"We recognize that agricultural sales can no longer rely on traditional trade fair models; embracing digital marketing and integrating with cutting-edge market trends is essential. This transition requires deep collaboration among farmers, government agencies, platforms, logistics firms, and more," emphasized Chen Haiming, a participant from Zhaoqing.
Currently, grassroots enthusiasm for e-commerce training is palpable. Leveraging the momentum of the development project, the Zhaoqing Agriculture and Rural Affairs Bureau is tackling logistics cost reduction through strategic partnerships with JD.com and China Post, establishing freight negotiation mechanisms. Concurrently, it is setting up expedited customs clearance platforms for agricultural products, facilitating smoother access to international markets for local premium goods.
While Guangdong has seen several breakout agricultural product IPs in recent years, the journey from effective publicity to actual sales, from mere traffic to sustained revenue, is ongoing. Post-training, a dynamic talent database will serve as a foundation for continuous involvement in local "Internet-powered Village" initiatives, ensuring the sustained cultivation of rural influencers.
For instance, Shaoguan City, under provincial guidance, pioneered a "Internet Celebrities Village Linkage" program, injecting vitality into its network empowerment efforts. The city focuses on identifying, nurturing, and deploying local rural influencers, harnessing their personal brands and follower reach to promote agricultural, cultural, and tourism resources while narrating compelling rural development stories.
Similarly, Yangjiang City is intensifying efforts to deepen the presence of internet influencers in rural settings. It is refining the skills of existing agricultural live-streamers through resource integration and support, incubating a group of locally distinctive rural influencers to energize the movement of products from villages to cities. For villages with unique resources, Yangjiang is developing mobile live-streaming studios to attract more influencers to participate in rural broadcast operations, thereby further energizing local industrial development.
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Frequently Asked Questions
What is the main goal of Guangdong's rural influencer training program?
The program aims to systematically equip a thousand new agriculturists with digital marketing skills, enabling them to effectively operate social media accounts, conduct live-stream sales, and create engaging short videos. This initiative supports the broader "Hundreds, Thousands, and Tens of Thousands Project" by fostering rural economic growth and cultural promotion through digital means.
Who can participate in these training sessions?
Participants include a diverse array of individuals such as young village officials, returning entrepreneurs, inheritors of intangible cultural heritage, and leaders of new agricultural business entities. The program caters to both beginners and experienced broadcasters, emphasizing inclusive growth and wide-reaching impact.
How does the training address real-world agricultural sales challenges?
The curriculum combines practical digital skills with industry-specific knowledge, focusing on turning local specialties into marketable brands. It also facilitates direct engagement with major e-commerce platforms and provides guidelines on regulatory compliance, ensuring participants are prepared to navigate modern market dynamics effectively.
What support systems are in place after the training concludes?
Post-training, a dynamic talent database will help organize graduates for ongoing involvement in local "Internet-powered Village" projects. Continuous support includes access to resource networks, partnership opportunities with logistics and platform providers, and initiatives to sustain the momentum of digital adoption in rural areas.
Why is compliance emphasized in the curriculum?
Given the increasing scrutiny on digital marketing and e-commerce, understanding regulatory guidelines, public opinion management, and risk prevention is crucial. This knowledge ensures that participants operate within legal frameworks, building trust with audiences and safeguarding their ventures against potential pitfalls.
How are regions like Shaoguan and Yangjiang extending these initiatives?
These areas are implementing follow-up programs such as "Internet Celebrities Village Linkage" and mobile live-streaming studios to deepen the impact. By nurturing local influencers and providing the necessary infrastructure, they aim to create sustainable models that continuously drive rural economic and cultural development.