As the early autumn sun casts its glow over the white bean fields in Duiditou Village, Hengjie Town, Yushan County, Shangrao City, Jiangxi Province, a farmer-turned-streamer is showcasing fresh produce directly from the soil. With a smartphone in one hand and freshly picked beans in the other, the host walks viewers through the crop's growing environment and quality, blending live commerce with authentic farmland scenery.

This immersive model—where the field doubles as a studio and the farmer as the star—is emerging as a new lifeline for local specialty agriculture, helping farmers expand market reach while earning income closer to home. Nestled in northeastern Jiangxi, Yushan County boasts high-quality products like white beans, camellia oil, and kudzu root, yet these goods have long struggled to break out of local markets. Farmers, skilled in cultivation but not in sales, have traditionally relied on middlemen and periodic street markets, leaving them with unstable channels, weak pricing power, and frequent low-price gluts.

To bridge this gap, the United Front Work Department of the Yushan County Party Committee has leveraged its network to pioneer a sustainable, grassroots-focused e-commerce model tailored to rural realities. The county's New Social Stratum Association has established an e-commerce service team dedicated to mentoring local farmers, dispatching experts for hands-on, one-on-one training that covers everything from shooting authentic field footage to refining product pitches and mastering live-streaming techniques. Meanwhile, the county's Federation of Industry and Commerce has forged direct procurement links with supermarkets and out-of-town buyers while upgrading rural logistics, creating a cohesive push across technology, distribution, and supply chains.

"I used to watch my premium produce go unsold at fair prices—I knew nothing about the internet or promotion," recalls farmer Hu Dongju. "Now I learn e-commerce and go live right at my doorstep. Showing the real field makes customers trust us, and online sales have opened up broader channels with better returns."

The results are tangible: the county has conducted 12 e-commerce training sessions, nurtured eight local livestreaming teams, and facilitated online sales of over a dozen specialty products. Through united front assistance channels this year, cumulative online revenue has surpassed 6 million yuan, with some items seeing income jumps of over 30%.

Looking ahead, a spokesperson for the Yushan County United Front Work Department emphasizes a continued commitment to this integrated approach. "We will deepen the 'united front + live-scene e-commerce + specialty industry' model, address gaps in branding and supply chain upgrades, widen production-sales connections, and cultivate more homegrown farmer streamers to ensure steady growth for rural industries and stable income for our farmers."