The Proud Brand Value of “Mengyin Peach” at the Age of E-Commerce 

In recent years, a rural e-commerce industry system has been set up at Mengyin County in Linyi City, Shandong Province, China. The system, promoting the online sales of high-quality agricultural products in the difficult-to-be-reached Yimeng mountainous regions, is transforming the present agricultural mode and increasing farmers’ income, making them into agri-merchants. 

In 2020, Ms Niu Qinghua registered on a short video platform using the username “Yimeng Niu Qinghua” and began to promote Mengyin peaches through live streaming. This method quickly gained popularity among consumers across the country.

During the 2022 peach harvest season, Niu Qinghua sold over 70,000 orders of peaches in less than two months, totaling over 150,000 kilograms. E-commerce has not only allowed Niu Qinghua to make money but has also brought benefits to the surrounding villagers. Once it’s off-season, villagers find seasonal work in the warehouse, earning a nice part-time income. Currently, there are 5,300 e-commerce stores for a variety of fruits in Mengyin. These stores provide direct and indirect employment opportunities for nearly 50,000 people.

Mengyin is known as the “Hometown of Chinese Peaches”. In 2022, the online retail sales exceeded 600 million yuan there. The fruit industry is its pillar industry. 80% of the mountainous regions in Mengyin are dedicated to peach cultivation, and 80% of the farmers’ income comes from the peach industry. Reaching 26.6 billion yuan in sale per year, the county’s peach acreage and production volume are the highest in China. 

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