Livestreamer Fu Xiufang's profile reads: "Hi, everyone! You can call me 'Xiaofang.' In 2014 I came to Xinjiang which has become my second hometown now!"

File photo: CGTN

"I'm so glad to share my daily life with you guys and sincerely recommend this magic fruit in Xinjiang: seabuckthorn."

Seabuckthorn, a niche fruit of the Xinjiang Uygur Autonomous Region, is being marketed with an emphasis on abundant sunlight, nutritious water, the industrious work of its farmers, the fruit's high-quality vitamins and its unique sweet and sour taste.

Seabuckthorn products include cake and freeze-dried powder which sell in cities like Beijing and Shanghai.

In 2018 Fu noticed that Xinjiang's seabuckthorn industry was booming and seized the chance to plant it herself.

China has the richest natural seabuckthorn resources in the world, according to the June 2022 National Seabuckthorn Resource Baseline Survey Report.

China has 1,273,626 hectares of national seabuckthorn forest including 705,567 hectares of artificial seabuckthorn forest.

Seabuckthorn is said to improve the environment, promote rural revitalization and increase the incomes of farmers.

In 2019 Fu created the Xiaofang of Xinjiang seabuckthorn farmer account on the Kuaishou short-video social platform, recording her life working in the field.

After a video of her picking seabuckthorn garnered more than 5,000 likes, she moved into livestreaming.

Fu had little e-commerce experience. She adapted to the camera lights, acquired knowledge of seabuckthorn and learned how to interact with customers.

Her first livestream attracted followers and commenters praised her "innocent smile" and the authentic rural surroundings as Fu encouraged the audience to travel there in person and shared Xinjiang customs.

"I'm just a farmer, presenting my ordinary life in Xinjiang," Fu said. "And people love it – that's enough for me."

Fu livestreamed on more social media including Douyin and developed her own brand.

"Previously I could only make one or two orders a day, but after the livestreaming, sales have soared to a maximum of more than 4,000 orders a day," she said.

Assisted by subsidy funding from the government and poverty alleviation through e-commerce policies, Fu's supply chain has gradually improved.

She has strengthened logistics and upgraded her livestreaming facilities.

Lately Fu said she has seen more farmers planting seabuckthorn and trying out e-commerce.

"To be frank, I always held the belief that I could encourage more farmers to participate in poverty alleviation and build Xinjiang into a better place through our way," she said.