Generation Z, or Gen Z, refer to the generation of people who have grown up alongside the development of the Internet and digital technology. Today, young people of this generation are holding posts in all walks of life. They are playing significant roles in different sectors, and they are showing young and beautiful vibes in the digital era, which highlights vigorous advancement in technology and the digital economy. On the new journey of Chinese modernization, China's Gen Z women are writing wonderful chapters, by making contributions to the progress of their country. Women of China presents the stories of five Chinese Gen Z women.
In this article, we share the story of Zhang Qian, founder of the "One Square Meter Livestream" charity project, and vice-president of the women's federation for livestreamers in Huangyan, a district in Taizhou, a city in east China's Zhejiang Province.
Zhang Qian has spent the past four years driving rural revitalization through digital tools. Who is she? Zhang, who is just 23 years old, is Chairwoman of Lishui Pengpengyun E-commerce Co., founder of the "One Square Meter Livestream" charity project, and vice-president of the women's federation for livestreamers in Huangyan, a district in Taizhou, a city in east China's Zhejiang Province.
Zhang, who was raised in the countryside by her grandparents, learned early in life that poor marketing often resulted in high-quality produce selling for less than fair prices. The experiences motivated Zhang to use her expertise to make a difference. In 2021, Zhang enrolled in Lishui Vocational and Technical College (in Lishui, a city in Zhejiang), to study e-commerce operations and brand planning. Spotting the potential of livestreaming, she began creating short videos, and cultivating livestreamers.
By day, Zhang focused on her studies; by night, she practiced her livestreaming skills. "During my first livestream, I had only seven viewers, and my hands were shaking," Zhang recalls. Her persistence paid off. In 2022, she established a studio, developed a 15-person media team, and began promoting local products — including honey, sweet potatoes and peanuts — online. The livestreams eventually attracted thousands of viewers. Her team now has nearly 800,000 followers. In 2024, she founded Pengpengyun E-commerce, to train livestreamers, and to promote agricultural products via livestreaming.
During the past few years, more than 500 livestreaming sessions have helped Zhang hone her e-commerce skills. Those sessions have also earned her many honors; for example, second place in the 2024 Zhejiang "New Farmer" Agricultural Produce Livestreaming Contest, and first prize in the 2025 Zhejiang Internet Marketing Specialist Vocational Skills Competition.
"Livestreaming is not just about selling products, it's about helping to promote agricultural produce and increase farmers' incomes," Zhang says. With this in mind, Zhang developed several innovative models to help farmers.
For example, to cultivate livestreamers, she created a system to develop both full-time livestreamers, and livestreamers among university students. Zhang's company now has seven experienced, full-time livestreamers, who manage 12 accounts, plus a 48-member team of student livestreamers.
To boost sales, Zhang initiated the "Farmers Direct to Livestream" model. By establishing a standardized grading system for agricultural products, she improved the products' conditions and standards.
She designed immersive livestream scenarios featuring local dialects and storytelling to make the products more appealing to consumers. She also cut out the middlemen to ensure greater profits for the farmers.
Thanks to these efforts, Zhang in 2024 led her team in exceeding 2.8 million yuan (US $400,000) in online sales. Sales of agricultural products accounted for 40 percent of total sales. "A single order of 50,000 kilograms of peanuts helped 136 elderly villagers earn an income from home," Zhang recalls, proudly. "One granny, receiving a dividend of 3,600 yuan (US $514), told me the money would help cover three years of her grandson's tuition."
Zhang also served as promotion ambassador for the "Mom's Flavor" brand, and she helped sell more than 20 types of local, intangible-cultural-heritage foods online.
Zhang believes "online attention should flow to where it's most needed, and young people should shine where the country needs them." That is why Zhang's efforts have extended beyond business to public welfare.
She launched the "One Square Meter Livestream" charity project, through which she offered one-on-one livestreaming guidance to disabled farmers, stay-at-home mothers and college students. She has helped more than 100 people start their e-commerce businesses. Eighty percent of Zhang's team is college graduates, and each person is playing an important role in advancing rural revitalization. Zhang has also trained more than 500 people in livestreaming skills, with a focus on helping women start businesses.
As she looks ahead, Zhang is confident. "With the support of Huangyan Women's Federation, I will remain rooted in my hometown, and I will use my experience to help more farmers prosper."
This year marks the beginning of the 15th Five-Year Plan period. Zhang has also set clear goals. She will continue helping farmers and artisans, across China, sell quality produce and goods at fair prices. She also plans to use digital tools to expand beyond agriculture to empower physical businesses, including education and training, catering, night markets and other service entities.
Zhang wants to replicate the "Farmers Direct to Livestream" model across China, to help small shops thrive. She plans to continue offering free livestreaming-skills training to stay-at-home mothers, students and disabled people, to help more people earn a living on their own. "Doing business is not just for myself, but for helping more people to achieve prosperity," Zhang says.
Photos from Interviewee
(Women of China English Monthly May 2026)
Editor: Wang Shasha
