'Ganwei' brand drives agricultural modernization and rural vitality in Gansu

A livestream set up under a walnut tree in rural Longnan once helped sell 1,500 kilograms of walnuts in just two hours. For Liang Qianjuan, a deputy to the 14th National People's Congress, a rural e-commerce entrepreneur from Huixian county in Longnan, Gansu province, moments like that reflect the growing momentum behind the province's agricultural brand "Ganwei", or "flavor of Gansu".

"Many of our specialty products used to be difficult to sell because of transportation barriers," Liang said.

"E-commerce has given them wings."

Speaking during the Gansu delegation's open day during the two sessions in Beijing, Liang said digital platforms have become a powerful tool for connecting high-quality agricultural products from remote mountain areas with broader markets across China and overseas.

Over the past decade, Liang has expanded her online business from a single store into a multi-platform operation spanning major e-commerce and livestreaming platforms. Her company now sells more than 50 products, including edible fungi, wild honey, and bean products sourced from local farmers and cooperatives.

The development of e-commerce has also brought more villagers into the supply chain. Liang's business now works with hundreds of households, while some farmers have started their own online ventures selling products such as walnuts and honey.

According to Liang, the annual sales of her company have more than tripled, rising from just over 2 million yuan ($290,000) to more than 6 million yuan today. E-commerce in Longnan has also grown rapidly, with more than 16,000 online stores across the city and total sales reaching 8.8 billion yuan in 2025.

Liang added that the growing business had also created job opportunities for rural women. Many who previously stayed at home now work in packaging and logistics at her company, earning around 3,000 to 4,000 yuan a month.

Beyond e-commerce, developing strong agricultural brands and extending industrial chains are key to turning local specialties into sustainable industries, NPC deputy Yin Jianmin, chairwoman of Lanzhou Xinyuan Modern Agricultural Technology Development Co Ltd, said.

Drawing on the long-standing sheep-raising traditions of the Dongxiang ethnic group in Linxia, Yin has helped build a full industrial chain around Dongxiang lamb, covering breeding, technical training, processing and marketing, under a "one county, one product" model.

Through breeding support, technical guidance and cooperative-based production, the initiative has improved lambing rates and expanded market access while creating stable incomes for local farmers. Over the past decade, more than 10,000 people have benefited from the industry, she said.

Yin added that the Dongxiang lamb industry has also created jobs for ethnic minority women close to home.

"It not only increases their income, but also broadens their horizons and even has a positive impact on how they educate their children," she said.

Such grassroots initiatives are helping promote the "Ganwei" brand and transform traditional agriculture into higher-value industries.

Gansu's primary industry value-added growth has ranked among the top five nationwide for 19 consecutive quarters, according to Ren Zhenhe, governor of Gansu province. The province's full agricultural industrial chain, covering livestock, vegetables, fruits, potatoes, Chinese medicinal herbs, grains and seeds, has reached an output value of 620 billion yuan.

"Ganwei" has also ranked among the top regional agricultural brands in China for five consecutive years, with products sold across the country and exported to more than 90 countries and regions, Ren said.

As branding, digital commerce and agricultural modernization continue to converge, Liang said the ultimate goal remains simple: ensuring that high-quality produce from farmers' land can reach stable and profitable markets.