As soon as the sky turned white, the morning mist in Changbai Mountain had not yet dissipated, and Liu Jianing had already carried a bamboo basket into the woods. She skillfully picked the newly sprouted fern from the dead branches, and the screen behind her phone also became lively: "Jianing has entered the mountains again?" "Today's fern looks really fresh, hurry up and link it" "Just trust your mountain products, don't be ruthless without technology"

Since quitting her job five years ago and returning home, the girl of 1994 started from zero fans and attracted more than 900000 Kwai fans' attention with her true mountain running diary again and again. She not only sent pine nuts, mushrooms, wild vegetables and other mountain products from Changbai Mountain forest area to the table of thousands of families, but also took her hometown elders to create a road to increase the income of rich farmers, making the annual income of villagers several times higher than before.

Today, the Kwai account of "Forest Girl Jianing" has sold more than 900000 agricultural products, with a total sales of nearly 40 million. Behind the dazzling numbers, there are baskets of mountain goods handed over by fellow villagers, and the prosperous days that have become more and more stable.

Returning to hometown and starting a business with the courage to retreat from the rapids, from 'stepping out of the mountains' to' rooting in the mountains'

At the beginning of 2020, Jianing made an unexpected decision: to leave Zhejiang and return to the village.

Her hometown is located in a small mountain village surrounded by mountains in Shulan City, Jilin Province. Most of the villagers make a living by farming or transporting Northeast mountain goods. In 2013, Jianing was admitted to Chongqing University of Posts and Telecommunications with excellent grades, and after graduation, she successfully entered a state-owned enterprise in Zhejiang as a civil servant. After working for six months, she stood out from dozens of tour guides with her strong memory and diligent research, becoming a "gold medal tour guide" for multiple large-scale expos. Her personality also changed from introverted to no longer shy to express herself.

But this job, which may seem stable and glamorous to outsiders, left her feeling confused. The other side of stability is high repetition. Without exposure to new things, people's sense of value will become lower and lower. However, the villagers do not understand her reverse choice. In their view, going out of the countryside to the big city is the "correct solution" to life. "What can be gained from returning to this small place.

The more questioning voices there were, the more Jia Ning wanted to argue, "just want to make some achievements to show them. At that time, short video live streaming platforms were quietly emerging, and many anchors were thriving by selling local specialties. Jianing pondered, "We have plenty of good mountain products in our mountainous areas, maybe I can also give them a try

There was no account initiation process and she didn't understand operational skills. After registering an account, she immediately plunged into the forest area and started broadcasting directly. As the "Roof of Northeast China", Changbai Mountain is famous for its well preserved primitive forest ecosystem, producing characteristic mountain treasures such as pine nuts, fungus, hazelnut mushrooms, monkey head mushrooms, osmanthus, and ferns.

Jia Ning's initial live streaming was more like a record of mountain and forest life: picking wildflowers, digging wild vegetables, displaying the medicinal herb Tianma planted by her mother... She never expected that this unadorned authenticity would become the cornerstone of success. More than 20 days after the broadcast, a video recording picking morel mushrooms in the mountains exploded unexpectedly. The growing number of fans overnight made her feel the power of the Internet.

Stupid birds fly first, building a bridge of trust with sincerity and quality

I am a slow bird who flies first, and I have to spend more time preparing before I dare to do anything.

At the beginning of the live broadcast, she didn't know much about wild vegetables and dried fruits on the mountain, and was not familiar with the growth habits of hazelnut mushrooms and ferns. She even collected poisonous mushrooms. In order to quickly understand the characteristics of each type of mountain product, she saved screenshots of videos from her peers and popular science materials online on her phone, and compared and studied them at any time when going up the mountain.

In the deep mountains and forests, thrills can also occur from time to time. Once, in order to search for wild Ganoderma lucidum, she and the villagers entered a deep mountain area. "They are used to growing in 'jumping ponds', which are high-altitude areas with many large stone piles, and there are many crevices between the stones that are more than one person deep." At that time, Jianing accidentally stepped on the ground and fell into the crevices, causing her crotch to swell for a long time before recovering. With this' desperate 'spirit, Jianing has transformed from an outsider to an expert in mountain products.

The live streaming sales chain was gradually explored by her. The fan wanted to place an order, but she didn't know how to get on the bus or find a courier. She had to negotiate with each courier company and inquire about packaging sources. It took her nearly a month to streamline the shipping process.

In the early stages of operation, Jianing did not have a team and relied solely on her family's help to get things done. She packed and shipped goods during the day and had time to livestream in the afternoon, and was busy until late at night. When she was too busy, she tried to hire some villagers to help, transforming from individual combat to team collaboration.

In the past two years, Jia Ning's family contracted thousands of hectares of pine forests. When the pine nuts were ripe, the villagers drove agricultural vehicles to transport the newly fallen pine towers into the yard one by one. The lively harvest scene happened to be recorded by Jia Ning, who was broadcasting live. At that time, with a 'whoosh', many people came into the live broadcast room. Those who didn't know them were curious about what it was, and some people who knew them shouted, 'Just fallen pine nuts, hurry up and get everyone in the car.'

She also realized that "nowadays people are paying more and more attention to healthy living, and primitive agricultural products are highly recognized, which happens to be what we are best at doing". In the live broadcast room of Jianing, there are no fancy language or exquisite scenery, only promises that have been implemented: nuts refuse to be aged or adulterated, and are full of new products of the season; Vegetables are collected and packaged on site, paired with insulated boxes and ice packs to ensure they remain fresh when delivered to consumers. Some people questioned the quality of the agricultural products, but she never defended herself. She sincerely invited, 'Why not take an order with a fooled attitude? If you're not satisfied, we have shipping insurance.'.

This frankness and sincerity have also accumulated solid trust for her. Old fans accompanied her all the way, always believing in the selection of "Forest Girl Jia Ning"; When a product is newly launched, fans will leave messages encouraging, 'Jia Ning doesn't need to say much, we know what quality your product has in our hearts'.

Open up a new path to help farmers increase income, and "returnees" become "leaders"

The more recognition gained, the more confident Jianing becomes. She thought that with the resources of her hometown and the new opportunities brought by live streaming e-commerce, she might be able to lead more people onto the fast lane of increasing income and becoming rich.

Previously, due to the lack of primary sales channels, villagers had to wait for vendors to lower prices to purchase the mountain goods they picked, and the garden vegetables they grew themselves could only rot in the ground if there were too many. Jianing is well aware of the plight of the villagers. After the e-commerce business started, she established a village group and published the purchase price in the group from time to time. Wild vegetables, mushrooms, garden vegetables, sticky bean buns, dried potatoes... As long as the quality of agricultural products is up to the standard, she will accept all the orders, and the price given is much higher than that of the vendors.

At first, my fellow villagers didn't trust me and didn't dare to appear on camera when filming videos. Now, they take the initiative to send me anything good. Some villagers have provided her with long-term supplies, invested in dividends, and helped her package and earn wages. Over the course of a year, many villagers have increased their income by nearly 100000 yuan per year, which is several times higher than their previous income from simply farming and selling food. Their lives have become increasingly prosperous.

Two years ago, Jianing married her husband who was in the herbal medicine business and moved to live in the neighboring city of Baishan. After Jianing left, many things were worrying. "The villagers' simple words were a recognition of her and also gave her greater goals.

Next, she plans to establish a small media company and recruit some anchors or villagers who are willing to become anchors, allowing more cameras to showcase high-quality products and the new face of rural areas to the public. At the same time, she also plans to further leverage the forest resources and specialty advantages of her hometown, build a supply chain for Changbai Mountain mountain products, and bring more products into the public eye, benefiting more and more farmers.

Using digital technology to break the geographical restrictions and activate the endogenous power of the rural economy, the choice of "returning youth" Jianing is in line with the concept of Kwai platform. In 2026, Kwai E-commerce launched the "Harvest China" series of IP, which is precisely the hope to go deep into the industrial belt, join hands with the high-quality talents like Jianing, and promote the local characteristics of good goods to reach a wider range of consumers.

From a white-collar worker in a state-owned enterprise to a rural anchor, forest girl Jianing has turned her love for the black land into a down-to-earth career. For the future, she is also convinced that as long as we strictly control the quality and adhere to our original intention, these high-quality products from the black soil will continue to emerge from the deep mountains and go further.