In the heart of autumn, the thousand-year-old ginkgo tree, towering at 28.8 meters, in Potang Village of Shaoxing, Zhejiang, is poised to showcase its stunning golden foliage. Recently, the village installed cameras near this ancient tree to livestream its transformation to audiences around the globe.
“Last year, some visitors spotted our ginkgo tree on short videos and made a special trip to see it, but by then the leaves had already fallen,” said Luo Guohai, the village party secretary, in a recent interview. “This year, we decided to launch a slow livestream so that everyone can enjoy the beauty without regrets, allowing them to embrace a slow life amidst their fast-paced routines.”
Potang Village, nestled at the northern foot of Kuaiji Mountain, boasts a history of about 2,500 years. Legend has it that King Goujian of Yue ordered Fan Li to dig ponds here after returning from Wu, leading to the village’s name. Today, remnants of the “Fan Li Dam” can still be found within the village.
As China promotes rural revitalization efforts, Potang Village has revitalized its community by enhancing living conditions, optimizing land resources, and igniting residents’ enthusiasm for development. The village offers a range of modern agricultural and cultural tourism options, including farm stays, Western restaurants, cafes, tea houses, study areas, and camping sites. During holidays, the village buzzes with activity.
In 2023, Potang Village welcomed over 100,000 visitors and generated nearly 2 million yuan in collective economic revenue. However, Luo Guohai is not content with just that. He openly acknowledges the challenges that still lie ahead, including the village’s online competitiveness and underutilization of historical sites. “While we’ve gained some recognition, we face issues like low traffic during weekdays and the need for further development,” he said. “Rural development has entered a new phase, presenting new growth pains to tackle.”
Having spent over a decade running a business outside the village, Luo has a keen insight into customer demands. He believes that e-commerce livestreaming is a vital engine for increasing foot traffic and rediscovering rural charm. “Livestreaming isn’t just about selling products; it’s a new lifestyle that fosters a longing for rural areas,” he noted.
At the village entrance, a sign reads “The Quietest Tea Garden.” Within the village, picturesque rows of tea trees provide multiple benefits—economic, social, and ecological.
Last autumn, the ginkgo tree became the village’s new social media sensation. Locals remember the influx of tourists and photographers capturing the tree’s beauty, with drones buzzing overhead throughout the day. To capitalize on this attention, the village not only enhanced its commercial offerings this year but also inaugurated a slow livestream in early October, bringing “poetry and distance” to a broader audience.
As viewers watch the ginkgo tree framed by the quaint homes and lush mountains, the anticipation grows. “I can’t wait to see the leaves fall. I’ll definitely come to check it out!” one online commenter shared.
As a stronghold of the digital economy, Zhejiang has seen the advantages of e-commerce livestreaming penetrate rural communities. Recently, the “Farm Development Selection” livestreaming e-commerce industrial park launched in Potang Village, bringing in over 20 social media influencers to share the local culture.
The park aims to nurture approximately 500 rural e-commerce talents each year, equipping villagers with livestreaming skills and helping them navigate the e-commerce industry. With nearly 5,000 followers on a short video platform, Luo is exploring effective content strategies. He admitted that his personal account previously lacked efficient management, but now, with guidance from a professional team, he plans to venture into personal livestreaming and encourage village officials and residents to enhance their skills.
“New ideas, new business models, and young people are essential to rural revitalization,” Luo emphasized. With a reliance on digital platforms, Potang Village has a fresh vision: not only to welcome tourists but also to attract investors and nurture the dreams of young people.
In Yun Song Natural Village, seven old gates still stand. “Of these, two gates have been successfully activated—one is a farm stay, and the other is a busy baozi shop,” Luo pointed out. The key challenge for the remaining five gates is how to develop them sustainably for the village’s growth, with e-commerce livestreaming offering new solutions.
“I want to use the livestreaming lens to showcase our old gates to the audience and draw in those who share a passion for our village, inviting them to collaborate with locals to create a new home. We could develop cultural spaces to engage young people, allowing them to work amid our natural landscape and add new possibilities for the village’s development,” Luo envisioned.
