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From Tea Farmer to Online Influencer: Uncle Huang and China’s Rural Live Streamers

‘Cunbo’ aka ‘rural livestreaming’ is all the rage. A win-win situation for farmers, viewers, and Alibaba.

Manya Koetse

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This is the “WE…WEI…WHAT?” column by Manya Koetse, originally published in German by Goethe Institut China on Goethe.de: “VOM TEEBAUERN ZUM INFLUENCER: ONKEL HUANG UND CHINAS LÄNDLICHE LIVESTREAMER.” 

The past year has been super tumultuous when it comes to the topics that have been dominating Chinese social media. The Coronavirus crisis was preceded by other big issues that were all the talk online, from the US-China trade war to the protests in Hong-Kong, the swine flu, and heightened censorship and surveillance.

Despite the darker side to China’s online environment, however, there were also positive developments. One of the online trends that became popular this year comes with a term of its own, namely cūnbō (村播): rural livestreaming.  Chinese farmers using livestreaming as a way to sell their products and promote their business have become a more common occurrence on China’s e-commerce and social media platforms. 

mage via Phoenix News (iFeng Finance).

The social media + e-commerce mix, also called ‘social shopping,’ is booming in the PRC. Online platforms where the lines between social media and e-commerce have disappeared are now more popular than ever. There’s the thriving Xiaohongshu (小红书Little Red Book) platform, for example, but apps such as TikTok (known as Douyin in China) also integrate shopping in the social media experience.

Over recent years, China’s e-commerce giant Alibaba has contributed to the rising popularity of ‘social shopping.’ Its Taobao Live unit (also a separate app), which falls under the umbrella of China’s biggest online marketplace Taobao, is solely dedicated to shopping + social media, mainly mobile-centered. It’s a recipe for success: Chinese mobile users spend over six hours online per day, approximately 72% of them shop online, and nearly 65% of mobile internet users watch livestreaming.

Every minute of every day, thousands of online shoppers tune in to dozens of different channels where sellers promote anything from food products to makeup or pet accessories. The sellers, also called ‘hosts’ or ‘presenters,’ make their channels attractive by incorporating makeup tutorials, cooking classes, giving tips and tricks, chatting away and joking, and promising their buyers the best deal or extra presents when purchasing their products.                

Livestreaming on Taobao goes on 24/7 (screenshots from Taobao app by author).

Sometimes thousands of viewers tune in to one channel at the same. They can ‘follow’ their favorite hosts and can interact with them directly by leaving comments on the livestreams. They can compliment the hosts (“You’re so funny!”), ask questions about products (“Does this also come in red?”), or leave practical advice (“You should zoom in when demonstrating this product!”). The product promoted in the livestreams can be directly purchased through the Taobao system.

Over the past year, Alibaba has increased its focus on rural sellers within the livestreaming e-commerce business. Countryside sellers even have their own category highlighted on the Taobao Live app. Chinese tech giant Alibaba launched its ‘cūnbō project’ in the spring of 2019 to promote the use of its Taobao Live app amongst farmers. The most influential livestreaming farmers get signed by Alibaba to elevate Taobao Live’s rural business to a higher level.

One of these influential Chinese farmers who has made a name for himself through livestreaming is Huang Wensheng, a tea farmer from the mountainous Lichuan area in Hunan Province.

Uncle Huang livestreaming from the tea fields (image via Sohu.com)

Huang, who is nicknamed ‘Uncle Farmer,’ sells tea through his channel, where he shows viewers his work and shares stories and songs from his village. He is also known to talk about what he learned throughout his life and will say things such as: “It is important to work hard; not necessarily so much to change the world , but to make sure the world does not change you.”

With just three to five livestreaming sessions per week, ‘Uncle’ Huang reaches up to twenty million viewers per month, and, according to Chinese media reports, has seen a significant increase in his income, earning some 10,000 yuan (€1300) per week.

Huang is not the only farmer from his hometown using Taobao Live to increase their income; there are some hundred rural livestreamers in Lichuan doing the same.

Some random screenshots by author from rural livestreaming channels, where online shoppers get a glimpse of countryside life

The rural livestreaming category is significantly different from the urban fashionistas selling brand makeup and the latest must-haves: these hosts do not have the polished look, glamorous clothes, or stylish backgrounds. They usually film outside while doing their work or offer a glimpse into their often humble rooms or kitchens.

Viewers get to see the source of the products sold by these rural sellers; they often literally go to the fields to show where their agricultural products grow, or film themselves getting the eggs from their chickens or the oranges from the trees. From fruits to potatoes and flowers, and from fresh tea to home-made chili sauce – a wide range of products is promoted and sold through Taobao Live these days.

Some rural livestreamers are trying to stay ahead of their competition by coming up with novel concepts. A young farmer from Sichuan, for example, recently offered viewers the opportunity to “adopt” a rooster from his farm, allowing them to interact with ‘their’ rooster through social media and even throwing the occasional birthday party for some lucky roosters.

Image via sina.com.

Examples such as these show that although the countryside livestreamers usually lack glitter and glam, they can be just as entertaining – or perhaps even more so – than their urban counterparts.

Who benefits from the recent ‘cūnbōboom? One could argue that the rising popularity of livestreaming farmers is a win-win situation from which all participants can profit in some way. The commercial interests are big for Alibaba. The company has been targeting China’s countryside for years, as it’s where China’s biggest consumption growth will happen while mobile internet penetration is still on the rise. Alibaba earns profits from an increasing number of rural e-commerce buyers, as well as e-commerce sellers.

Alibaba’s early focus on the countryside as a new home for e-commerce has previously also led to the phenomenon of so-called ‘Taobao Villages,’ where a certain percentage of rural residents are selling local specialties, farm products or other things via the Taobao platform with relatively little transaction costs.

Many Chinese villages and farmers are profiting from the further spread of Taobao in the countryside. Not only does Alibaba invest in logistics and e-commerce trainings in rural areas, these e-commerce channels are also a way to directly boost sales and income for struggling farmers.

Chinese media predict that the rural livestreaming trend will only become more popular in the years to come, bringing forth many more influential farmers like Huang.

But besides the commercial and financial gains that come from the rising popularity of rural livestreamers, there is also a significant and noteworthy social impact.  At  a time in which China’s rapidly changing society sees a widening gap between urban and rural areas, these rural channels serve as a digital bridge between countryside sellers and urban consumers, offering netizens a real and unpolished look into the lives of farmers in others parts of the country, and gives online buyers more insight and understanding of where their online products came from.

Taobao Live is actually like a traditional “farmers’ market,” but now it is digital, open 24/7, and accessible to anyone with a mobile phone. It’s the Chinese farmers’ market of the 21st century.

By Manya Koetse
Follow @whatsonweibo

Spotted a mistake or want to add something? Please let us know in comments below or email us. First-time commenters, please be patient – we will have to manually approve your comment before it appears.

This text was first published by Goethe-Institut China under a CC-BY-NC-ND-4.0-DE license (Creative Commons) as part of a monthly column in collaboration with What’s On Weibo.

Manya Koetse is the editor-in-chief of www.whatsonweibo.com. She is a writer and consultant (Sinologist, MPhil) on social trends in China, with a focus on social media and digital developments, popular culture, and gender issues. Contact at manya@whatsonweibo.com, or follow on Twitter.

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China Digital

WeChat’s New Emoji Are Here (Including a Watermelon-Eating and Doge One)

WeChat’s new emoji are based on popular memes.

Manya Koetse

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On January 14, Tencent’s Wechat introduced new emoji to its existing emoji set. The new emoji include, among others, a watermelon-eating emoji and a smiling Shiba Inu.

On Weibo, the new emoji have become a topic of discussion under the hashtags “WeChat’s New Emoji” (#微信上线新表情#), “WeChat’s Watermelon Eating Emoji” (#微信上线吃瓜表情#), and “WeChat’s Dog Emoji” (#微信上线狗头表情#).

Different from the Unicode emoji (see Emojipedia), WeChat and Weibo have their own sets of emoji, although there is overlap.

The reason why especially the watermelon-eating and dog emoji are being discussed on social media, is because these emoji are based on popular internet memes.

“Eating watermelon” (吃瓜 chī guā) is an online expression that comes from “watermelon-eating masses” (吃瓜群众 chī guā qúnzhòng), which describes a common mentality of Internet users who have no idea what is actually going on but are still commenting or following online stories for their enjoyment – perhaps comparable to the “popcorn memes” that are ubiquitous on Western social media platforms.

The smiling dog has been around since 2013 and is known as the doge meme, based on a photo of a Shiba inu. The meme was originally spread on social media platforms such as Reddit, but then also became hugely popular in China, where it became a symbol of sarcasm (also read this Abacus article on this topic).

Other new emoji are the “wow” emoji, and others to express “ok,” “add oil,” “emm,” “oh!”

There’s also a “shehui shehui” (社会社会, lit. “society society”) emoji, which also comes from online culture and is a way among friends to (self-mockingly) talk about being ‘gangsters,’ ‘brothers.’ or ‘scoundrels.’

As the new emoji are still in their testing phase, not all WeChat users can use the new emoji yet, so you might have to wait a bit before being able to try them out.

By Manya Koetse, with thanks to @caaatchina
Follow @whatsonweibo

Spotted a mistake or want to add something? Please let us know in comments below or email us. First-time commenters, please be patient – we will have to manually approve your comment before it appears.

©2020 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

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Backgrounder

‘Good Doctor’, Digital Hospitals: How Mobile Apps Are Alleviating China’s Healthcare Problems

With the rapid digitalization of China’s healthcare, Chinese patients now have more ways than one to receive medical assistance.

Manya Koetse

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China’s healthcare industry is facing some serious challenges. As Chinese society is rapidly digitalizing, mobile apps now provide innovative solutions to alleviate pressing problems in the country’s health services sector.

 
This is the “WE…WEI…WHAT?” column by Manya Koetse, originally published in German by Goethe Institut China on Goethe.de: “Good-Doctor Apps und Digitale Krankenhäuser.” 
 

Social Credit System, artificial intelligence, surveillance cameras; these are some of the hottest topics making headlines in mainstream Western media when discussing China-related developments recently.

With the rapid digitalization of Chinese society, these topics certainly have come to play a more important role in social media discussions within the People’s Republic of China (PRC). But if there is one issue that seems to concern Chinese social media users the most, it is not facial recognition nor their ‘Sesame score’: it is the topic of healthcare.

In December of 2017, a photo showing a crying mother kneeling down beside a toddler on the sidewalk in front of a Shanghai hospital went viral overnight. The moment was captured on camera by a reporter who was visiting Shanghai’s Children’s Hospital.

The photo of Guo Yinzhen and her son that went viral in China (image via NetEase, source: https://3g.163.com).

The mother, Guo Yinzhen, is a single parent who had traveled from a remote village to seek medical help for her 3-old-son, who was suffering from congenital hydrocephalus or ‘water on the brain.’ Already having traveled to the city multiple times and spending all her money on medical bills, Guo could not afford the additional 100.000 yuan (€ 12.600) for medical procedures needed to save her son’s life.

Guo’s story struck a chord with Chinese netizens, who continue to share the heartbreaking photo on social media to this day. It has become emblematic of China’s healthcare problems.

 

Crowded Hospitals and ‘Healthcare Disturbance’

 

The key to an adequate healthcare system, no matter where in the world, is that there is a right balancing in the “iron triangle” of efficiency/cost containment, high quality care, and patient access.[1] China, however, struggles with all three sides of this triangle.

Guo’s case is an extreme example, but many people in China dealing with less serious health issues and needing basic medical services also struggle to afford and access the healthcare they need.

Over 95% of people in China have health insurance, but people from different regions do not enjoy the same benefits and their out-of-pocket expenses can vary greatly. Uncovered medical costs can sometimes be catastrophic and simply unaffordable for patients and their families.

As more money flows are going to healthcare facilities in China’s cities, there is also the issue of varying levels of providers’ medical education and the overall healthcare quality, with the substantial majority of modern hospitals still existing in urban areas.

Easy access to the right kind of healthcare can be especially problematic for China’s rural population, as people often need to travel long distances and have to go through the lengthy process of registering and waiting for their doctor’s appointment, which sometimes requires them to stay in the city overnight.

For all of these reasons, China’s bigger public hospitals can get super crowded, sometimes resembling shopping malls on an end-of-season sales day. On social media, both patients and medical workers often complain about the stress brought about by the huge crowds and the shortage of doctors in hospitals across the country.

Perhaps it is no wonder that China even has a word to describe outbursts of violence between patients and doctors: ‘Yī nào’ (医闹, literally: “healthcare disturbance”).

Weibo user ‘Sunscreen’ complains about the crowds at Huashan Hospital.

One major problem within China’s healthcare conundrum is the lack of local family or primary-care doctors, which often makes bigger hospitals the first stop to any kind of medical treatment for Chinese patients.

The reasons for this issue are manifold. There is a general lack of trust in private and smaller local healthcare clinics, for example, and patients often choose to go directly to a bigger hospital to avoid making extra costs.

This makes it extra difficult for many community health care centers – that are already struggling – to make enough money and to retain qualified staff. In a society that is rapidly aging, the challenges facing China’s healthcare industry are only becoming more pressing.

 

A Doctor Today, Just an App Away

 

As China’s online environment is thriving, new innovative online apps are popping up on a daily basis. Some of these apps, that have found their ways into China’s most popular app rankings, are offering solutions to some of the country’s most pressing healthcare problems.

One of these apps is Ping’an Good Doctor (平安好医生), which was developed by health insurance provider Ping’an in 2015 and calls itself China’s “one-stop healthcare ecosystem.”

“Ping’an Good Doctor” promotional image by Ping’an.

Employing some 1000 medical staff in its in-house team, contracting over 5,200 external doctors, and collaborating with 3000 hospitals and thousands of pharmacy outlets across the country, the app is somewhat of an “online hospital.”

Through the app, users can look through an online database of medical professionals, order medicine at nearby pharmacies, get 24/7 online medical consultancy, search for information about both Western and Chinese Traditional Medicine, etc., but they can also use Ping’an Good Doctor as a fitness app to track their own health.

Screenshot of Ping’an app screen, by author.

When looking for a specific doctor for a one-on-one consult, the app first lets users select an area of expertise (e.g. dermatology or gynecology), and then offers a list of different specialists in various price categories.

Doctors from well-known hospitals, for example, or those with excellent ratings, have a one-time consultation fee of 100 yuan (€ 12,60). Other doctors can be consulted starting from 30 yuan (€3,70). All costs can be paid efficiently via online payment apps.

Doctors to pick from within the app’s various price categories.

Ping’an Good Doctor uses an AI-driven system to ask patients various questions about their symptoms and to automatically create a user’s medical record to save time. Based on the AI-generated record and the conversation with the patients – files such as photos can also be uploaded to the app -, the doctors can prescribe medicine or refer the patient to a hospital for an offline appointment if needed.

Ping’an recently announced that its number of registered users exceeded 300 million users, with 62 million monthly active users. Because the app keeps building on its AI-driven system, Ping’an Good Doctor can be expected to only become a ‘smarter’ smart health app the more popular it gets.

Although Ping’an is now leading within China’s medical app category, there are many other apps providing similar services, such as Chunyu Yisheng (春雨医生), Haodafu Online (好大夫在线), or DingXiang Doctor (丁香医生).

The emergence of these apps is just one of the many ways in which China’s digital developments, online media, and tech giants are impacting the healthcare industry, profoundly changing how patients receive healthcare information and access medical services now and in the future.

List of recommended medical apps in the Tencent app store.

In a way, China’s medical consultation apps fill the void in offline primary care. Patients who would otherwise turn to hospital care as their first stop can now  access medical consultations any time, any day, at a relatively low cost. Those who suffer from relatively harmless conditions could be diagnosed by a medical specialist via the app and get the medicine they need within a matter of minutes. With the growing popularity of these kinds of apps, many patients no longer need to visit a hospital at all.

Are smart health apps such as Ping’an Good Doctor the solution to China’s healthcare problems? No, they’re not. Struggling mums like Guo Yinzhen will not find the help they need there. But they do contribute to a more efficient healthcare environment where crowd flows in hospitals can be reduced, and patients do not need to spend a lot of time and money to stand in hour-long queues to get five minutes of their doctor’s time.

Although smart health apps could not help Guo Yinzhen and her son, social media apps could. As soon as their story went viral in late 2017, Shanghai Children’s Welfare Foundation Xiaoxingxin offered to cover medical treatments for the little boy, with a notable pediatric neurosurgeon operating the child. According to the latest updates, the boy’s situation was “looking good.”

Hopefully, the same holds true for the challenging sides of China’s healthcare industry.

By Manya Koetse
Follow @whatsonweibo

[1] Burns & Liu, 2017: 3-4.

References/Linked Sources

Burns, Lawton Robert, and Gordon G. Liu. 2017. “Introduction.” In China’s Healthcare Industry: A System Perspective, Lawton Robert Burns and Gordon G. Liu (eds), pp-1-116. Cambridge: Cambridge University Press.

Economist, 2017. “China needs many more primary-care doctors.” The Economist, May 11 https://www.economist.com/china/2017/05/11/china-needs-many-more-primary-care-doctors [20.10.19].

Zhou, Viola. 2018. “Does China Have Universal Healthcare? A Long (And Better) Answer.” Inkstone, Oct 10 https://www.inkstonenews.com/health/china-translated-does-china-have-universal-health-care/article/2167579

This text was first published by Goethe-Institut China under a CC-BY-NC-ND-4.0-DE license (Creative Commons) as part of a monthly column in collaboration with What’s On Weibo.

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