Power Construction Corporation of China (POWERCHINA) launched a special live-streaming on July 25 to facilitate the sales and consumption of agricultural products in a bid to increase farmers’ incomes. The five-hour live broadcast attracted 53,000 online views and 350,000 likes and interactions, with the total online and offline sales volume exceeding 200,000 yuan ($29,617).
For years, POWERCHINA has fully committed itself to rural revitalization and deeply advanced the buy-to-support cause. It has secured the highest rating of “Excellent” in the central government’s targeted assistance evaluation for eight consecutive years.
Cultivating Premium Products
POWERCHINA has continuously prioritized industrial assistance to help recipient regions cultivate competitive agricultural products.
In recent years, the corporation has planned to breed 10,000 dairy cattle and plant 100,000 mu (66.67 square kilometers) of forage grass in a modernized pasture in Jianchuan, a small county in Southwest China’s Yunnan Province. The pasture is currently raising 7,220 dairy cattle, generating an annual value of 155 million yuan through sales of fresh milk. The project has benefited 31,229 people from 7,775 formerly impoverished households in the county, creating jobs for 50,000 local residents and generating an annual collective income of 4.74 million yuan for 60 villages.
A view of the modernized pasture in Jianchuan County in Yunnan Province. [Photo/sasac.gov.cn]
In Minfeng County, Xinjiang Uygur Autonomous Region, the corporation has donated a total of 137 million yuan to launch more than 60 assistance projects, which provide vocational skill training for over 5,000 rural residents annually. The corporation has funded more than 500 primary and secondary school students, and has purchased and sold local specialty agricultural products worth 31 million yuan in total. From 2024 to 2025, it invested 14 million yuan to bolster characteristic industries and help local residents achieve steady income growth.
Since 1956, when the corporation launched its initiative to assist Markham County in Xizang Autonomous Region, the corporation has dispatched more than 70 assistance personnel to the county, invested approximately 248 million yuan in assistance funds, recruited 456 Xizang college graduates and created over 50,000 employment opportunities for local farmers and herdsmen.
Smart Sales Strategy
High-quality products need smooth sales channels to move beyond mountainous areas and reach consumers nationwide. POWERCHINA focuses on building platforms and expanding channels to solve this core challenge.
POWERCHINA has built an extensive sales network relying on its own online shopping platform or its partner, Chinese e-commerce giant JD.com. In recent years, it has consistently participated in a series of national buy-to-support campaigns and has leveraged various e-commerce channels, such as mini-programs, to promote a wide range of local specialties, including Yunnan plateau yogurt, Xinjiang jujubes and Xizang pork, among consumers nationwide.
The corporation has also integrated the buy-to-support initiative into employees’ daily lives by setting up rural revitalization assistance zones in its subsidiaries’ staff residential areas, establishing a long-term mechanism featuring daily consumption and targeted assistance.
Fulfilling Social Responsibility
Buy-to-support assistance is not temporary, but a long-term initiative.
In terms of talent cultivation, POWERCHINA has leveraged its rural revitalization work station in Jianchuan County to provide annual training for thousands of county government officials and rural business leaders. It has launched targeted rural doctor training programs, training over 1,100 rural medical workers in total. Its public welfare programs, including scholarships, have funded more than 900 students, steadily improving local education quality.
POWERCHINA initiates training programs for rural medical workers. [Photo/sasac.gov.cn]
As for brand building, the corporation’s typical cases in industrial development, ecological improvement and talent cultivation during the 14th Five-Year Plan period (2021-25) have been included in the Bluebook on Central State-owned Enterprises Supporting Rural Revitalization issued by the State-owned Assets Supervision and Administration Commission of the State Council.
POWERCHINA fulfills its social responsibility as a central SOE with concrete actions. It strives to bring high-quality plateau agricultural products to every household, contributing to consolidating poverty alleviation achievements and comprehensively advancing rural revitalization across China.
(Executive editor: Zuo Shihan)
