For decades, Lin Wenfeng lived the quiet life of a rural farmer in Jingning, Zhejiang—a man rooted in the soil, tending to ginger fields under the humid mountain air. But in just 19 days, everything changed. His red sugar ginger tea flew off virtual shelves, racking up 100,000 orders on e-commerce platforms. Only three of those orders received negative reviews—two due to shipping delays—and customer satisfaction soared to 99.9%, a rare feat in online retail.
This isn’t just a story about sales. It’s about transformation—of a man, a community, and how digital tools are reshaping rural China.
A Return to the Land: From City Worker to Ginger Farmer
Lin Wenfeng, now affectionately known as “Old Ginger Head” in his hometown, didn’t start out farming. Born and raised in Jingning—the only ethnic minority autonomous county in Zhejiang—he spent his early years away from the fields. His father was a substitute teacher, sparing him the harshest farm labor as a child.
He worked odd jobs across Wenzhou and Hangzhou: hauling bricks at construction sites, selling beer, driving school buses. But in 2011, family circumstances brought him back home to care for his aging parents.
That’s when he got his first real taste of agriculture.
A relative suggested they grow ginger during the fallow period between茭白 (water bamboo) harvests. The numbers were tempting—his cousin made 200,000 to 300,000 RMB annually. Lin agreed without hesitation.
Jingning’s mountainous terrain and moist climate create ideal conditions for growing Xiaohuangjiang—a local variety of small yellow ginger. Unlike common ginger, it’s tender, less fibrous, and packs more flavor. But farming, Lin quickly learned, is far harder than it looks.
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With no formal training, he struggled through trial and error. Each season ended with unsold stock and mounting losses. By 2016, he was nearly ready to give up.
Then came a turning point.
A Breakthrough at the Agricultural Expo
In November 2016, Lin attended the Zhejiang Ecological Premium Agricultural Products Expo in Hangzhou. Instead of just displaying packaged goods, he brought a potted ginger plant—roots and soil intact.
Standing at his booth, he passionately explained the growth cycle, soil quality, and unique qualities of Xiaohuangjiang. His authenticity caught the attention of local media. The next day, city residents flooded the venue to buy directly from him. Buyers and distributors followed.
Sales picked up. Word spread. For the first time, Lin saw a future in farming—not just survival.
He began sourcing ginger from other local growers, especially elderly villagers left behind by urban migration. He’d buy their harvests, package them under his brand, and sell them online.
But progress stalled again in early 2020.
The pandemic crushed offline markets. Forced online, Lin tried launching e-commerce efforts—but lacking know-how, he fell victim to compliance issues. A product labeling oversight led to a formal complaint by a “professional whistleblower,” resulting in fines and setbacks.
He attended every free e-commerce training session in Jingning, absorbing theory but struggling to apply it. Sales remained stagnant.
The Alibaba “New Farmer” Turnaround
Everything changed in 2023.
Lin joined a public welfare e-commerce training program launched by Alibaba, part of its broader rural revitalization initiative. His team won first place in a competition—and he was selected for the New Farmer Accelerator Program, receiving one-on-one mentorship from Alibaba’s on-site envoys.
Two experts—Liang Yu and Cai Bo—became his coaches. They audited his red sugar ginger tea product line from packaging to description. Lin learned that even font size on labels matters. “I used to just order packaging from any factory,” he said. “Now I understand branding, standards, and user experience.”
They optimized his Taobao store, improved visuals, refined copywriting, and prepared him for large-scale operations.
Then came the big test: Taobao’s Baba Farm charity-driven sales campaign in January 2024.
To prepare, Alibaba mentors helped Lin streamline logistics, train staff, pre-pack inventory, and negotiate better shipping rates. “At first, I thought they were over-preparing,” Lin admitted. “But then Day One hit—3,000 orders.”
Chaos followed.
Printing errors delayed fulfillment. The team spent hours tracking down mistakes. But with mentors onsite—laptops open, solving real-time issues—processes improved daily.
By peak volume, they shipped 7,300 orders in a single day, all dispatched before 6:30 PM.
Over 19 days, they fulfilled 100,000 orders—with only 6 negative reviews, three of which were logistics-related.
“That’s a defect rate of just 0.003%,” Lin said proudly. “In e-commerce? That’s almost unheard of.”
That night, he broke down crying with his wife. “I’ve only cried twice in my life—once when my daughter got into college. This was the second.”
The impact went beyond profit: over 50 farming households benefited, each earning an average of 3,000 RMB more.
Scaling Impact: From Survival to Sustainability
Growth wasn’t just operational—it was visual too.
With help from Alibaba’s公益 design team (Alibaba Foundation), Lin received a professionally redesigned package for his red sugar ginger tea. Launched during the 2025 Spring Festival sales event, the new look boosted appeal and trust among urban consumers.
But the most lasting lessons weren’t about packaging or platforms.
Two phrases from his mentors stayed with him:
“Opportunity favors the prepared.”
“Alibaba helped you—now help others who need it.”
So he did.
Lin now runs an order-based procurement model: he commits to buying all ginger from participating farmers as long as they meet quality standards. He hosts live-streaming sales to help other rural producers move their goods. He’s donated homegrown watermelons to sanitation workers and construction crews during typhoon relief efforts.
“I love experimenting,” Lin says with a grin. “I used to think my job was just digging in the dirt.”
Now, he’s building a production line for nian gao (sticky rice cake)—even using his own face as the brand logo. “I never had the confidence before,” he admits. “Now I feel like I can build something lasting.”
👉 See how modern farmers are using tech and platforms to scale sustainably.
FAQs: The New Era of Rural E-Commerce
Q: Who is considered a ‘New Farmer’ in China today?
A: A ‘New Farmer’ refers to rural entrepreneurs who leverage digital tools—like e-commerce, live streaming, and AI—to modernize agriculture, improve supply chains, and increase income sustainably.
Q: How did Alibaba’s mentorship differ from regular training programs?
A: Unlike one-off workshops, Alibaba’s program involves long-term on-site coaching—hands-on support from experts who stay embedded in the community until measurable results are achieved.
Q: What makes Jingning’s small yellow ginger special?
A: Grown in high-altitude, humid conditions, Xiaohuangjiang has finer fibers, richer flavor, and firmer texture than regular ginger—ideal for teas and health-focused products.
Q: Can small farmers replicate Lin Wenfeng’s success?
A: Yes—with access to mentorship, infrastructure (like logistics), and platforms that lower entry barriers. Programs like Alibaba’s New Farmer Initiative are designed precisely for scalability.
Q: How important is packaging and branding for agricultural products?
A: Extremely. Modern consumers buy based on trust and aesthetics. Professional design signals quality and helps rural brands compete nationally.
Q: What role does customer satisfaction play in e-commerce success?
A: Critical. High satisfaction leads to repeat purchases and positive reviews—key drivers of algorithmic visibility on platforms like Taobao and Pinduoduo.
Lin Wenfeng no longer does every task himself. He has full-time farmhands and hired a university graduate to manage his online store.
His journey—from laborer to entrepreneur—is proof that digital inclusion, targeted mentorship, and platform access can transform lives in rural China.
And as he looks ahead to managing future large-scale campaigns independently?
“I want to learn how to generate my own momentum,” he says. “A farmer can create more than crops—he can create opportunity.”
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