"Hello everyone, Jiulong apples are grown in mountainous areas above 500 meters elevation, with abundant sunlight and large temperature differences between day and night, resulting in rich sugar accumulation and crisp, sweet, juicy texture. Friends, a 6-jin package costs only 29.9 yuan, click the yellow cart below to order directly!" At 10 AM on September 13, a livestream event titled "Discovering Dalongmen Flavors, Quality Products from Deep Mountains" was held in Dalongmen Village, Jiulong Town, Laishui County, jointly organized by the county's publicity department, integrated media center, and Jiulong Town government. In the livestream room of college graduate professional manager Zhai Mengnan, the host enthusiastically promoted apples to online viewers. Within just 18 minutes, all 6,000 jin of Jiulong apples were sold out. The entire 1.5-hour livestream attracted peak online viewership exceeding 2,000 people, selling over 2,800 orders of agricultural specialty products including native eggs, baby pumpkins, sweet potatoes, and almonds, generating total sales of 67,965 yuan.
This livestream represents a vivid example of Laishui County's "Media+" rural revitalization initiative, achieving transformation from "knowledge infusion" to "endogenous capacity building," mobilizing community participation in online livestreaming, and leveraging internet traffic to drive large-scale industrial markets.
Located southwest of Beijing and northwest of Baoding, Laishui County enjoys convenient transportation, beautiful natural scenery, and rich historical and cultural heritage. The county hosts four traditional industries: red wood furniture, walnuts, copper hotpots, and enamel products, along with abundant specialty agricultural products including apples, almonds, walnuts, and Sichuan pepper.
During the implementation of the national rural revitalization strategy, Laishui County innovatively launched the "Media+" rural revitalization initiative this year, encompassing market coordination, industrial upgrading, cultural-tourism integration, brand development, rural experiences, e-commerce consumption, and cultural preservation. Through systematic construction of integrated media empowerment systems, cross-regional cooperation mechanisms, and digital application scenarios, the county effectively addressed bottleneck issues including insufficient branding of specialty industries, underutilized cultural-tourism resources, and weak digital literacy among farmers. This created a new framework of "Party leadership, media empowerment, industrial enhancement, brand development, cultural-tourism integration, and industrial advancement," providing replicable practical experience for digital rural construction in the Beijing-Tianjin-Hebei region.
Laishui County incorporated the "Media+" rural revitalization initiative into its overall rural revitalization layout, formulating the "Implementation Plan for Laishui County's 'Media+' Rural Revitalization Initiative (2025-2027)," which clarifies objectives and implementation pathways for industrial upgrading, brand building, cultural-tourism integration, and e-commerce expansion. Additionally, weekly joint meetings are held involving the county publicity department, agriculture and rural affairs bureau, culture and tourism bureau, integrated media center, and various townships to plan strategies, develop content, and identify shortcomings.
County Party Committee Deputy Secretary Miao Jian led a team traveling 2,400 kilometers to Gaozhou City, Guangdong Province, to explore "Media+" north-south cooperation and systematically study the practical experience of "Media+" empowering the "Million Project." During the study visit, Laishui County's integrated media center signed a county-level strategic agreement with Gaozhou's integrated media center, establishing mechanisms for content cross-broadcasting, livestream collaboration, and think tank sharing. Dalongmen Village in Laishui County partnered with Tandie Village in Gaozhou City to form a "North-South Micro-Drama Cooperation Village," establishing mechanisms for joint micro-drama creation and filming, mutual shooting location usage, and collaborative cultural-tourism brand development.
The two regions focus on three major areas: agricultural product exchange, short drama IP development, and cultural-tourism integration, jointly building a new integrated model of "Media + Micro-Drama + Agriculture + Livestream + E-commerce," breaking geographical barriers and injecting new momentum for regional coordinated development.
"We maintain departmental coordination to build synergy, following the working philosophy of 'one theme per month, livestreams every week,' issuing specific measures to fully support the smooth implementation of the 'Media+ Rural Revitalization' initiative across the county. For example, the county people's congress walnut task force deeply explored walnut culture, promoting production through competitions, successfully hosting the Laishui China Walnut City opening livestream event, which attracted 21,000 viewers and over 330,000 clicks. Through integrated media livestream interaction, we are gradually building influential Laishui cultural IP, spreading the brand 'World walnuts look to China, Chinese walnuts look to Laishui' ever further. The 'Appreciating Sanpo Scenery, Tasting Full Fish Feast' Sanpo Town specialty food livestream jointly launched by the county culture and tourism bureau, Sanpo Town, and our integrated media center also exceeded 105,000 viewers," said Wan Yumin, director of Laishui County's integrated media center.
To date, Laishui County's integrated media center has participated in six large-scale official media livestream events, while various departments, townships, and villages have conducted over 50 agricultural product themed livestreams featuring college graduate professional managers and internet influencers, covering specialty products like Laishui apricot kernels, walnuts, and Cheting tribute rice, achieving livestream sales exceeding 30 million yuan.
Leveraging the innovative "Media + E-commerce" model, Laishui County engaged in deep cooperation with Gaozhou City, Guangdong Province, promoting specialty agricultural products including walnuts, Longyunling almonds, rainbow trout, and skullcap tea to southern markets through joint livestream sales, short video promotion, and micro-drama creation. The "North-South Collaboration Livestream Sales Competition" featured simultaneous livestreams by both regions' integrated media centers, with the 90-minute event attracting over 490,000 total viewers and generating 1.56 million yuan in sales, initially establishing a "Laishui-Greater Bay Area" agricultural product direct sales channel.
Through north-south cooperation establishing customer referral and resource sharing mechanisms, the initiative achieved bidirectional cultural-tourism consumption flow, further expanding the breadth and depth of regional cooperation for mutual benefit and win-win outcomes.
The county's "Leading Goose Navigation Livestream Agricultural Assistance" and other new farmer media literacy improvement programs introduced external platform and expert resources for training, teaching farmers practical skills in livestreaming, short video creation, and e-commerce operations. Currently, over 30 training sessions covering livestream sales and short video production have equipped 3,000 farmers and enterprise personnel with e-commerce or livestreaming skills. The county has cultivated 500 local farmer livestream influencers with over 5,000 followers, 1,000 junior internet celebrities with over 10,000 followers, and 10 internet celebrities with over 200,000 followers. Twelve villages have independently formed short video creation teams, with farmer-created content accounts accumulating over one million total followers.
Encouragingly, this team not only sells their own products to increase income but also endorses other farmers' specialty agricultural products. "With this farmer livestream team joining our walnut industry, Laishui walnut sales have increased by nearly 200 million yuan compared to the same period last year," said Yu Yongchao, president of the Laishui County Collectible Walnut Association.
Moving forward, Laishui County will continue strengthening the seven major "Media+" rural revitalization initiatives, expanding agricultural assistance coverage, introducing more media resources and e-commerce platforms for deep integration with agricultural cooperatives and farmers, building standardized and regular online sales networks, and continuously promoting high-quality development of Laishui's specialty agricultural industries.