“In late August, I experienced my most successful sales event to date, selling Tunisian soft-seed pomegranates in Daliangshan, Sichuan, where we managed to complete 100,000 orders in just one hour,” Quan Jinhua shared during our interview.
Although he has often been identified as “the older brother of Olympic champion Quan Hongchan” and labeled a “social media influencer,” Quan Jinhua prefers to embrace the title of “rural advocate.”
His mission is clear: “To help farmers discover new sales channels.”
Originally from Maihe Village in Zhanjiang, Quan Jinhua grew up in a tropical region where sugarcane was the main crop, and fruits were secondary. Due to the lack of market information and various other challenges, a significant amount of fruit ends up unsold, often rotting in orchards. From a young age, he witnessed his family’s fruit going to waste due to a lack of buyers.
In 2020, Quan returned home to care for his ailing mother, leaving his position as a chef in Shanghai. It was during this time that he began to consider how he could support his family.
Inspired by the rapid growth of platforms like Douyin (TikTok), he decided to try selling agricultural products through live streaming. “I spent a lot of time in live streaming rooms, learning how others marketed their agricultural products, including how to emphasize qualities like sweetness,” he recalled.
His online sales journey kicked off in 2022, starting with red oranges from his family’s orchard and gradually expanding to assist other villagers in selling their unique agricultural products. He acknowledged his limited expertise but was determined to try and change the traditional sales model, empowering farmers to sell directly. “By giving farmers a new sales outlet, they can avoid price cuts from middlemen, which brings me immense joy,” he explained.
One of his most unforgettable selling experiences took place in 2023 during a surplus crisis for dragon fruit in Zhanjiang. With market prices plummeting to nearly zero, many fruits were left unpicked. Quan decided to invest his own money to hire people to harvest the fruit and bring it to his live streaming platform.
“We sold them for 9.9 yuan for five kilograms, almost the weight of a single large fruit. Can you believe it? In a supermarket, you’d pay five or six yuan for just one!” he said enthusiastically. While the sales only broke even, they provided vital support to the farmers.
Quan discussed the necessity of patience when addressing price skepticism during his live streams. “In the past, I would react too quickly and get upset. Now, I take time to explain, especially the hard work our farmers put in. For instance, each pomegranate is carried down from high mountains, with farmers hauling up to 80 kilograms for just five yuan,” he noted.
Recalling his sister Quan Hongchan’s Olympic victory in 2021, he said, “When she made her final dive, the village was quiet, but once the scores were announced, cheers erupted everywhere. I was in shock, even though I had mentally prepared for her success.”
The public recognition as “the older brother of Olympic champion Quan Hongchan” has changed his life significantly. “My parents no longer worry about unsold farm produce, and this has positively influenced my live streams,” he observed.
However, with this increased attention comes greater responsibility. “I’m focused on making the most out of this wave of recognition, using it to showcase our work and bridge the gap between consumers and producers,” he explained.
Today, Quan’s philanthropic live streams have extended beyond Zhanjiang, featuring lychees from Maoming, pomegranates from Daliangshan, yams from Lixian, and cantaloupes from Xinjiang. Recently, he even traveled to Lankao County, Henan, to promote sweet potatoes during the Chinese Farmers’ Harvest Festival.
“I believe that since I have such a significant platform, it’s crucial not to limit myself to my hometown. I want to use this influence to help more farmers sell their products,” he stated.
Quan approaches the pressure of newfound fame with composure. “I believe in going with the flow; if the attention fades, I will keep experimenting with short videos,” he shared.
Reflecting on his transformation from a novice in live streaming to a widely recognized rural advocate with over 3 million followers, Quan acknowledges that challenges remain. “For example, selling pomegranates requires understanding their growing conditions and ensuring quality throughout production and packaging. It’s vital to engage with farmers during live streams so viewers can better understand their realities,” he explained.
He recognizes that the relationship between the public and internet influencers like himself needs more time to mature. “Moreover, creating a healthy online environment is a shared responsibility. I aim to reduce misunderstandings between both ends of the screen through my efforts,” he elaborated.
With the recent acknowledgment of internet influencers as a legitimate occupation by the Ministry of Human Resources and Social Security, Quan views this as both a chance and a challenge. “On one hand, it can boost employment and stimulate industry growth; on the other, it comes with the weight of promoting positive content,” he pointed out.
Looking ahead, Quan Jinhua is determined to stay true to his mission, guided by twelve principles: “Unwavering dedication, adaptability to change, and wholehearted effort.” He concluded, “As a rural advocate, I am committed to continually supporting agricultural products and evolving my approach to best serve farmers and consumers in this modern e-commerce era.”
