Shiliuyun-Xinjiang Daily (Reporter Du Jianhui) news: On the morning of January 20, 2025, Amulajan Rusul, 34 years old, was busy discussing with his partner regarding the livestreamer training for that day, and reminding his wife to check the goods in the warehouse. He is also a father of two kids, living in Naimenmodun Village, Naimenmodun Town, Hejing County, Bayingolin Mongolian Autonomous Prefecture, northwest China's Xinjiang Uygur Autonomous Region.

Photo taken on January18, 2025 shows Amulajan Rusul and his wife sell Xinjiang's characteristic agricultural productions through live streaming in northwest China's Xinjiang Uygur Autonomous Region. (Photo by Zhang Mingxia)

In 2015, after graduating from university, Amulajan sent resumes to two companies but received no response. He then decided to return home and wait for opportunities.

Then Amulajan teamed up with his cousin, and they scraped together 200,000 yuan (about 27,604 U.S. dollars) to register a company. They wholesaled some snacks and other small goods to sell online.

Amulajan spent every day crafting promotional copy, but without a stable customer base offline and lacking sales experience, they lost all their investment within a year.

Then he returned home again. But he was not willing to give up. He borrowed 20,000 (about 2,760 U.S. dollars) yuan from a classmate and rented a room in Korla City, Bayingolin Mogolian Autonomous Prefecture, planning to work odd jobs to make ends meet. Through friends, he landed some gigs in graphic design and the operation of WeChat official accounts.

"Those days were really tough. I lived in a rental room with just a bed and almost cut off contact with all my relatives. But luckily, I met my wife," Amulajan said.

In 2017, the couple got married in that rental room. A year later, their first daughter was born. He borrowed some money and opened a grocery store. During the day, he delivered goods, and at night, he continued to operate WeChat official accounts, do promotions, and sell products through WeChat Moments.

Photo taken in June, 2023 shows Amulajan Rusul teaches e-commerce lessons in Luntai County, Bayingolin Mongolian Autonomous Prefecture, northwest China's Xinjiang Uygur Autonomous Region. (Photo courtesy of Amulajan Rusul)

On September 7, 2019, a funny video that Amulajan and his friend shot by the Kongque River in Korla City went viral overnight, with a view count of 750,000. "I was so excited that I couldn't sleep a wink that night. It felt like hope was just around the corner," he said. After that, he was like a man on a mission, creating positive and uplifting short skits. With no actors available, he enlisted the help of his wife and classmates. And in the absence of props, he made do with bricks, cardboard boxes, and wooden planks.

Subsequently, several humorous videos also became hugely popular online.

Photo taken in December, 2023 shows Amulajan Rusul takes a photo for the souvenir of an e-commerce exchange activity in Urumqi City, northwest China's Xinjiang Uygur Autonomous Region. (Photo courtesy of Amulajan Rusul)

In 2022, with his positive short dramas, Amulajan accumulated over 300,000 followers on Douyin (Chinese version of TikTok) and Kuaishou (Chinese version of Kwai). That year, he also moved into the Korla Innovation and Entrepreneurship Incubation Base. The base offered free rent, complete live-streaming equipment, and even organized annual study tours to cities like Suzhou and Hangzhou for e-commerce practitioners. For him, who was just starting his entrepreneurial journey, it was like being in his element.

After returning from his studies, he visited beehives, goji berry processing plants, pear orchards, and apricot groves, filming the production processes of honey and goji berries, as well as the growing environments of pears and apricots. The beautiful visuals and detailed displays of the production processes attracted a large number of followers.

His follower count on Douyin and Kuaishou quickly surpassed two million, and he began live-streaming to sell products. During this time, he also registered a company and signed raw material supply agreements with local beekeepers, goji berry processors, rose petal jam factories, and others. He then sold these products under his own registered brand, "Maizaibang."

In the product display cabinet of his company, the reporter saw boxes of honey, goji berry puree, rose petal jam, and over 30 other products, all labeled with the "Maizaibang" brand.

In 2024, Amulajan discussed with his partners to launch livestreamer training at the Korla Innovation and Entrepreneurship Incubation Base. He also built a 300-square-meter goods transit warehouse in Korla City, bringing in household appliances and general merchandise from east China's Jiangsu Province to expand the local market and offering free shipping across Xinjiang.

"Free shipping in live-streaming sales is very attractive. I sold 18,000 yuan worth of goods in just two hours," said Rehmanjiang Tughut, an e-commerce partner of Amulajan.

Amulajan has now transformed into a supplier, partnering with over 500 e-commerce sellers across Xinjiang to live-stream and sell his products. Now, with over three million followers, Amulajan has trained more than 200 live streamers who have contributed significantly to business growth. His annual sales volume has exceeded ten million yuan (about 1.38 million U.S. dollars). Amulajan said proudly, "I guess I've made my own business. I'm planning to take my top-performing employees on a trip and help them make it too."

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