“Clean ingredients, increasingly fragrant with every bite—welcome to purchase our time-honored Doubanjiang!” On the eve of the Spring Festival, in the live streaming room at the headquarters of Hongrenli E-commerce Supply Chain in Lanshan District, Linyi City, Shandong Province, vibrant red gift boxes are stacked high, cheerful Spring Festival music fills the air, and the host, dressed in red, enthusiastically introduces local specialty goods to viewers.
As the Spring Festival approaches, following the lead of Shandong’s “Yellow River Grand Market,” Lanshan District in Linyi is organizing online live streaming events like the “Yimeng Grand Market” carnival, focusing on intangible cultural heritage crafts, quality agricultural products, and unique festival goods to stimulate online consumer spending.
The ” Hongren Station” at Hongrenli hosts an average of 20 special live streaming events for the Spring Festival each day, with an average sales volume of 100,000 yuan per event. The platform features sections for rural revitalization, gift boxes, and dried fruit products, showcasing local specialties like Linyi fried chicken, Yimeng pancakes, and eight-treasure Doubanjiang, allowing fans from across the country to enjoy “the flavors of Linyi” from the comfort of their homes.
The online Spring Festival goods festival for the “Yimeng Grand Market” in Linyi City will continue until the fifteenth day of the first lunar month. The event, themed “Cloud Harvesting of Festival Goods,” will feature nearly 10,000 online hosts promoting Yimeng’s quality products and scenic spots, inviting everyone to join in the “cloud” experience of the Yimeng Grand Market.
Currently, Lanshan District has 18 live streaming e-commerce parks, 86,000 enterprises, and 120,000 employees. Among over 8,000 hosts, there are four with over ten million followers and 42 with over one million followers.
