E-commerce Miracle on the Tibetan Plateau: Pinduoduo Livestreaming Helps Tibetan Agricultural and Pastoral Products Reach Nationwide Markets

E-commerce Miracle on the Tibetan Plateau: Pinduoduo Livestreaming Helps Tibetan Agricultural and Pastoral Products Reach Nationwide MarketsOn July 24th, a livestreaming event themed "Snow-Covered Plateau, Abundant Treasures" took place in the Lulang International Tourism Town, Linzhi City, Tibet Autonomous Region. This livestreaming extravaganza, jointly produced by Pinduoduo and CCTV News, attracted over 20 million viewers and ushered in a new chapter for the nationwide promotion of distinctive Tibetan agricultural and pastoral products

E-commerce Miracle on the Tibetan Plateau: Pinduoduo Livestreaming Helps Tibetan Agricultural and Pastoral Products Reach Nationwide Markets

On July 24th, a livestreaming event themed "Snow-Covered Plateau, Abundant Treasures" took place in the Lulang International Tourism Town, Linzhi City, Tibet Autonomous Region. This livestreaming extravaganza, jointly produced by Pinduoduo and CCTV News, attracted over 20 million viewers and ushered in a new chapter for the nationwide promotion of distinctive Tibetan agricultural and pastoral products. Leaders from the commerce bureaus of Tibet's seven prefectures and cities gathered in the livestream studio, acting as "live-streaming hosts" to showcase Tibet's diverse products and unique cultural charm to a national audience, extending warm invitations for a "Journey to the Snowy Tibet." The success of this livestreaming event not only demonstrates the booming development of e-commerce in Tibet but also signifies a new era for market-based aid to Tibet.

During the livestream, leaders from the commerce bureaus of Lhasa, Shigatse, Shannan, Linzhi, Changdu, Nagqu, and Ngari prefectures and cities each took the stage, showcasing their unique talents in a series of captivating "creative product demonstrations." Sun Guangyao, deputy director of the Lhasa Municipal Bureau of Commerce, used the touching love story of Namtso Lake as a prelude to emotionally narrate the story of the local natural spring water. Jia Shilong, deputy director of the Shigatse Municipal Bureau of Commerce, demonstrated the wisdom of the local people, wittily introducing various ways to enjoy barley-derived products such as barley bread cubes and barley coffee, vividly showcasing the "72 transformations" of barley, the staple food of Tibet. Dasang, deputy director of the Shannan Municipal Bureau of Commerce, presented precious walnut oil extracted from a thousand-year-old walnut tree, eloquently describing its unique quality and long history. Dobojie, director of the Linzhi Municipal Bureau of Commerce, detailed the methods of consuming freeze-dried matsutake mushrooms, emphasizing their convenience and perfectly preserved flavor. Nima Zaxi, deputy director of the Nagqu Municipal Bureau of Commerce, wearing a local brand windbreaker, enthusiastically described the flourishing development of the Nagqu region. Shi Kunpeng, director of the Changdu Municipal Bureau of Commerce, even began with a moving Tibetan song, passionately recommending local specialty agricultural products and acting as a "snack taster," sampling barley flakes, barley twists, and Tibetan fragrant chicken on the spot, winning cheers from netizens. Finally, Tudang Gele, director of the Ngari Prefecture Bureau of Commerce, generously showcased the rare Ganoderma lucidum "necklace" from the region, fully demonstrating the abundant resources and unique characteristics of Ngari.

This unique livestreaming event also breathed new life into the ancient Tibetan proverb, "Not even reaching Ngari." Ngari Prefecture, known as the "roof of the world's roof," has an average altitude of over 4,500 meters, located in western Tibet. Due to its previously inconvenient transportation, it seemed remote and mysterious. However, with the 30th anniversary of nationwide support for Tibet and significant progress in transportation infrastructure, Ngari is gradually coming into people's view. Director Tudang Gele shared his experience of traveling from Ngari to Linzhi in just 16 hours during the livestream, a significant improvement from the previous 30+ hour journey, vividly showcasing the tremendous changes brought about by the construction of the "Sky Road" and proving that the moving scene depicted in the song "Sky Road"where mountains are no longer high, roads are no longer long, and people of all ethnic groups gather togetheris becoming a reality.

Public data shows that by 2021, the total operating mileage of railways in Tibet had reached nearly 1,400 kilometers, with the Fuxing high-speed rail successfully entering the snow-covered plateau. Tibet's highway network has a total mileage of 118,800 kilometers, ending the history of Medog County, the last county in the country without paved roads, and the last township in the region without road access. Five civilian airports have been built on the plateau, with a total of 130 routes and 61 connected cities. These remarkable achievements are the result of the diligent efforts of countless aid-to-Tibet construction workers. During the livestream, several people who participated in Tibet's transportation construction shared their stories of building the "Sky Road." Their experiences and insights added profound significance to the event. Li Chunmin, the former party secretary of the Tianjin Navigation Bureau of China Communications Construction Company, at the age of 74, witnessed the opening of many main roads in Tibet. However, what he remembered most vividly were the seemingly insignificant rural roads: "The village roads were narrow, but they connected the herders in the high mountains with the outside world. In Tibet, every road can be called a 'Sky Road.'" It is the construction of these "Sky Roads" that has laid a solid foundation for the economic and social development of Tibet and the improvement of people's living standards.

The significant improvement of Tibet's transportation infrastructure has also created favorable conditions for the development of e-commerce in the region. Zaxi Dunzhu, a Tibetan young man from Langkazi County, Shannan City, has personally experienced the tremendous changes brought about by improved transportation. His family lives in the mountains at an altitude of 4,000 meters. In the past, due to the inconvenience of transportation, they were isolated from the world and their lives were very difficult. However, with the support of the central government's aid-to-Tibet policies, roads have been built to their doorstep, and the e-commerce to rural areas policy has brought them new opportunities. Now, Zaxi Dunzhu can conveniently purchase clothing, medicines, and even large household appliances for his family through Pinduoduo, and the e-commerce rural service station delivers the goods to his door, making life more convenient and better. "Now I use Pinduoduo to buy clothes and medicine for my parents, even large appliances, and they are all delivered to my home by the e-commerce rural service station, which is much more convenient than before," Zaxi Dunzhu said sincerely. According to the Ministry of Transport, by the end of August 2021, a total of 754 universal postal service outlets and 399 express delivery outlets had been opened in Tibet, achieving full coverage of postal outlets in towns and above, village post offices in all administrative villages, and express delivery services in all administrative villages. The direct mail delivery rate to administrative villages reached 100%. Pinduoduo has also actively responded to national policies, opening up integrated transportation and free shipping services to remote areas such as Tibet and Xinjiang, allowing consumers in the Tibetan areas to purchase more goods at more favorable prices.

This livestreaming event was not only a grand event for Tibetan agricultural and pastoral products to "go global," but also a comprehensive showcase of the achievements of market-based aid to Tibet. More and more Tibetan agricultural and pastoral products are accelerating their exit from Tibet, while more and more high-quality industrial products are continuously entering Tibet, achieving a virtuous cycle of agricultural product upward flow and industrial product downward flow. The stories of two young people in the livestream vividly illustrate the powerful role of e-commerce in promoting rural revitalization. Cui Mingchun, from Shandong, is the founder of the condiment brand "Lin Xiaosheng." He keenly captured consumers' preference for natural ingredients and collaborated with local enterprises in Linzhi to develop a natural matsutake soy sauce. This product has not only been well-received by consumers but has also brought considerable income to the local people. "We're making matsutake no longer an ingredient that can only be enjoyed during the production season at a higher price. Ordinary consumers can enjoy it for the price of a bottle of soy sauce. Moreover, the matsutake from Tibet is extremely flavorful and greatly enhances the quality of condiments," Cui Mingchun said. The Pinduoduo platform also provided strong support for this product, rapidly increasing its exposure and sales through traffic tilt and various promotional activities. In less than a year, this natural matsutake soy sauce has sold over 1 million bottles, becoming a platform bestseller, driving the development of the local matsutake industry and promoting increased income for local residents.

Zaxi Dunzhu's company, Zangyuan Qingke Technology Co., Ltd., has also achieved a significant increase in sales through the Pinduoduo platform. "Barley is the staple food of Tibetans, and the tsampa we eat every day and the wine we drink are all made from barley. Barley is rich in beta-glucan, which is in line with the needs of contemporary consumers for low-sugar, low-fat foods. However, due to the limited local market in Tibet and the lack of awareness among consumers in other regions, the sales scale of barley has been limited," Zaxi Dunzhu explained. After entering Pinduoduo in 2020, Zangyuan benefited from the platform's zero-commission policy for agricultural products and its direct connection between production and consumption, resulting in a tenfold increase in sales. Currently, the combined orders for white barley rice in the Zangyuan Pinduoduo flagship store have exceeded 100,000 kilograms, with a positive review rate exceeding 99%. "Now the company's performance is getting better and better, and our employees' incomes are also

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