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…