Products incorporating local cultural elements in Leishan county, Qiandongnan Miao and Dong autonomous prefecture are displayed and sold at the NetEase Yanxuan shop. [Photo/hangzhou.zjol.com.cn]

Yanxuan, an e-commerce brand of NetEase, a streaming platform based in Hangzhou, has played a significant role in helping alleviate poverty in Leishan county, Qiandongnan Miao and Dong autonomous prefecture, Southeast Guizhou province, by setting up a unique shop with the support of the government of Shangcheng district in Hangzhou.

The shop, which opened on April 21, 2019, displays and sells 68 varieties of commodities incorporating local Leishan culture.

"We found that Leishan has many high-quality agricultural products and a rich culture. We hope we can help sell local products to a wider market via e-commerce channels," said Zhou Luobin, deputy head of Leishan. Zhou was previously an official in Shangcheng district and was later sent to Leishan to aid in local poverty-relief efforts.

Thanks to coordinated efforts by Shangcheng's poverty alleviation team stationed in Leishan, Yanxuan managed to carry out an on-site investigation in July 2018 and decided to set up a special shop to help brand local products.

A NetEase Yanxuan shop in Leishan county, Qiandongnan Miao and Dong autonomous prefecture, Southeast Guizhou province [Photo/hangzhou.zjol.com.cn]

The shop sells local handicrafts and agricultural products, and products with original designs. In partnership with the Chinese Academy of Art, Yanxuan has been able to add touches of Yanxuan culture to its products in order to raise the profile of local brands.

Yang Meilin, a 34-year-old female embroiderer in Leishan, managed to increase her income by selling embroidery works at the shop.

Yang said that women of the Miao ethnic group learned to embroider at a very young age, but their works couldn't be sold at top prices.

She received an order from the Yanxuan shop when it opened, and subsequently received training there.

"Our embroidery works have been improved and more properly branded at the Yanxuan shop," said Yang, adding that her works can now be sold at a higher price.

According to Yang, a female embroiderer in her hometown can now earn at least 1,800 yuan ($259.2) per month selling embroidery works at the shop. When not doing embroidery work, they can help with housework.

Since its inception, the NetEase Yanxuan shop in Leishan has generated 11.3 million yuan in sales, increasing the incomes of many local residents from low-income families.