Social media increase interest and income on sustainable forestry in Lin'an, China

Solución completa

by Xiaobo GU, Lin'an Bureau of Agriculture and Rural Affairs, China

Local residents are harvesting bamboo shoots by digging them from the ground.

Lin'an Bureau of Agriculture and Rural Affairs

Lin’an Model Forest, located in northwestern Zhejiang Province, China, is rich in forest resources, with a forest coverage rate of 82.6% that covers 2,618 km² of woodland. Its dominant species include bamboo, pine, Chinese fir, hickory, and Chinese yew. Once dependent on unsustainable timber and bamboo harvesting, which led to ecological degradation and economic challenges, Lin’an transitioned to a sustainable forest economy through innovative cultivation of bamboo shoot and hickory. This shift led to its accession to the International Model Forest Network (IMFN) in 1999. Today, Lin’an is known as China’s “Hickory Capital” and “Hometown of Bamboo,” as well as a major producer of bamboo shoots. By leveraging e-commerce, regional branding, and community partnerships, Lin'an has enhanced product value, empowered farmers, and pioneered an innovative approach that integrates ecological protection with economic growth.

Last update: 28 Apr 2025

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Contexto

Défis à relever

Floods

Tropical cyclones / typhoons

Erosion

Lack of alternative income opportunities

Lack of technical capacity

Reducing Ecological Pressure: Promoting green agricultural products to drive forest economy transformation, reducing reliance on land expansion and chemical inputs while fostering sustainable production.

Employment and Income Growth: Expanding market access and direct sales through a regional brand to improve product quality and increase farmers’ income.

Bridging the Digital Divide: Providing e-commerce training to farmers to prevent traditional farmers from being marginalised and expanding livelihood opportunities.

Scale of implementation

Local

Subnational

Ecosystems

Temperate deciduous forest

Temperate evergreen forest

Tema

Restoration

Gender mainstreaming

Ubicación

Lin'an, Hangzhou, Zhejiang, People's Republic of China

East Asia

Procesar

Summary of the process

Lin’an launched e-commerce in 2007 to promote sustainable agricultural sales through a “brand value and digital connection” strategy. In 2019, it established the regional public brand “Tian Mu Shan Bao (Treasures of the Tianmu Mountains)”, integrating bamboo shoots, hickory nuts, and other products under 32 sub-brands with a unified ecological standard, achieving a 30-50% product premium. By 2024, sales under this brand exceeded 350 million yuan (49 million USD), driving 1 billion yuan (142 million USD) in agricultural sales and benefiting nearly 100,000 farmers. To ensure quality, Lin’an introduced group standards for key products and trained 43,000 farmers in digital agriculture, cutting fertiliser use in bamboo shoot production by 62%. Data-driven insights further boosted sustainability, with a 78% repurchase rate for organic dried bamboo shoots encouraging 4,100 farmers to adopt green practices, creating a positive cycle of quality improvement and income growth.

Building Blocks

E-commerce branding

The regional public branding helps promote Lin'an's unique agricultural products via e-commerce platforms, build branded products, and enhance product value by setting group standards.

Enabling factors

The Lin'an Bureau of Agriculture and Rural Affairs launched the "Tian Mu Shan Bao (Teasures of the Tianmu Mountains)", the regional public brand, strictly reviewing local sustainable sub-brands, ensuring quality and market recognition.
The government supports e-commerce development, builds infrastructure like fresh bamboo shoot markets and logistics bases, and provides training and financial aid.

Lesson learned

Use e-commerce data tools to target markets and create a brand that meets consumer demand.
Establish strict quality standards and traceability systems to build consumer trust.

Ecological farming and regional cultural excavation

Promote organic and ecological cultivation, linking eco-tourism and other industries to enhance the cultural value of local agricultural products.

Enabling factors

Collaboration with research institutions to offer training and guidance on ecological planting techniques.
Leverage the “celebrity economy” to create flagship products, combining local products like bamboo shoots, hickory nuts, and tea with eco-tourism to add cultural value.

Lesson learned

Regular training enhances farmers’ awareness and skills for sustainable planting.
Offer subsidies and rewards to encourage ecological planting practices and reduce chemical inputs.

Community participation in collaborative development

A network of community partnerships fostered to promote collective growth, with a focus on encouraging female entrepreneurship.

Enabling factors

Lin’an has developed a robust network of partnerships, offering one-stop services for organic farming and e-commerce marketing, promoting a culture of collaboration that benefits the entire community.
Female participation in bamboo shoot and hickory nut processing has deep roots in Lin’an. The rise of e-commerce has empowered many women to establish their own brands, leveraging their skills and personal competencies. Supported by government initiatives that encourage female entrepreneurship, a growing number of women are emerging as business leaders in Lin’an, setting an example for others in their communities.

Lesson learned

Create effective community cooperation mechanisms to encourage participation in sustainable farming and collaborative production and marketing models.
Use community and e-commerce platforms to facilitate information exchange, improving market transparency and efficiency.

Impacts

Economic benefit
The expansion to e-commerce has broadened market reach, reduced intermediaries, and regional branding has enhanced product value and competitiveness.
Market expansion and branding have strengthened the non-timber forest product (NTFP) industry, fostered innovation, set standards, and integrated with tourism and culture.
Through streamlined supply chains, alignment with market demand, increased organic production, reduced delays, and rural financial services support farmers.
Environment benefits
Through organic farming, reducing pesticide/fertiliser use, and improving soil and water quality, Lin’an products can be marketed as high-end.
The shift to high-value products from land expansion to quality, by preserving forest resources and supporting mixed planting of products, including bamboo, hickory and herbs.
Social benefits
Community members receive digital skills training to boost their confidence.
Through networks set up by the locals, farmers have formed partnerships, shared technology, linked production and sales, and developed infrastructure to support one another.
E-commerce success raises awareness of sustainable forest use, strengthens conservation efforts, and facilitates international experience exchange.

Beneficiaries

Local farmers: Significant income increase, improved quality of life, and acquisition skills.
Small and medium-sized enterprises (SMEs): Market expansion through e-commerce platform.
Consumers: Access to high-quality, safe agricultural products.

Global Biodiversity Framework (GBF)

GBF Target 2 – Restore 30% of all Degraded Ecosystems

GBF Target 7 – Reduce Pollution to Levels That Are Not Harmful to Biodiversity

GBF Target 10 – Enhance Biodiversity and Sustainability in Agriculture, Aquaculture, Fisheries, and Forestry

GBF Target 23 – Ensure Gender Equality and a Gender-Responsive Approach for Biodiversity Action

Sustainable Development Goals

SDG 5 – Gender equality

SDG 8 – Decent work and economic growth

SDG 12 – Responsible consumption and production

Story

Chen Jie introducing her kernel extraction technique

Chen Jie

Chen Jie, a pioneering female entrepreneur from Lin'an, blends tradition with innovation. In 2015, she founded Tuan Yuan Ren (Reunion Hickory), a high-end brand specialising in premium hickory products. Her business uses a non-heritage handcrafted kernel extraction technique to ensure each hickory kernel remains perfectly intact to preserve its rich flavor and exceptional quality. By leveraging e-commerce platforms, similar to TikTok, Chen Jie effectively targets her market, boosts brand visibility, and expands her reach, positioning her products in the high-end market.

Her entrepreneurial journey extends beyond business success. Chen Jie is deeply committed to community development. As chair of the "Community Prosperity Workshop," she promotes kernel extraction techniques in nearby communities. Through regular online and offline workshops, she has trained over 300 people and created more than 200 annual employment opportunities. This initiative has empowered residents with valuable skills, boosting their incomes and fostering shared prosperity.

Chen Jie’s story is a powerful example of the potential of women in e-commerce, showcasing the successful blend of traditional craftsmanship and modern technology. She is not only building a business but also transforming her community, demonstrating how e-commerce can drive sustainable growth and positive social change.

This story has been produced with financial support from the Government of Canada’s Global Forest Leadership Program and through the International Model Forest Network (IMFN) Secretariat's IMFN Climate initiative which supports efforts to scale up forest and landscape restoration, enable inclusive landscape governance, and equip the next generation of forest leaders to address the twin crises of climate change and biodiversity loss.