Nearly 95 percent of the 6.7 million kilograms of passion fruit the enterprise sold last year came from households registered as living below the poverty line.

"We give free seedlings to poor families and prioritize buying their harvests," he says.

About 60 regular employees, and around 40 more during peak season, package the fruit in the company's 12,000-square-meter warehouse.

Incubating innovation

E-commerce is also helping farmers in Fenggang village in Ruijin city's Rentian township to preserve tradition and incubate innovation to produce prosperity through selling salted duck eggs.

Locals sell their eggs to the cooperative, Granny Liao's Salted Duck Eggs, founded by 90-year-old Liao Xiuying.