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Live streamers promote pearls during a livestreaming in Xinchangle village, Zhuji, a county-level city in Shaoxing, East China's Zhejiang province. [Photo/zj.zjol.com.cn]

The Xinchangle village, Zhuji, a county-level city in Shaoxing, East China's Zhejiang province, is selling pearls on livestreaming e-commerce platforms, local media reported on June 9.

About 80 percent of the villagers are involved in cultivating, processing and selling pearls. More than 300 households in the village are engaged in e-commerce of pearls. In 2021, the online turnover of pearls in the village reached 3.8 billion yuan ($567 million).

In April, the villagers founded Zhuji Xinle Jewelry Co. By June 5, the company's pearl turnover by livestreaming has exceeded 3 million yuan. It is estimated that pearl livestreaming would bring in more than 2 million this year to the village.

Since the establishment of the company, the village has provided 30 training sessions and 40 jobs for villagers. This year, the village plans to invest 15.1 million yuan to boost the development of pearl e-commerce industry.