During a livestream, Zhang Shuyuan takes viewers on a tour of a factory that produces nets in Lizhuang town of Binzhou, Shandong province.

Engaging with the online audience, Zhang answers questions and provides insights into the manufacturing process, including the technologies allowing the nets to block sunlight efficiently.

After graduating from a university in Shanghai, Zhang, 23, returned to his hometown last year to develop his family business.

"My grandfather has been involved in the rope industry since the 1990s, and my father, along with fellow villagers, has been instrumental in advancing the rope and net industry in our town," Zhang said.

"I hope to contribute to the development of the rope industry in my hometown with new ideas such as promoting our products on e-commerce platforms."

With a history spanning 300 years in making ropes and net products, Lizhuang has developed over 300 products, including those used in construction and sports.

These products hold a market share of over 80 percent nationwide and are exported to more than 100 countries and regions worldwide, including the Middle East, Europe and East Asia.

"There was a period when our products struggled to meet market demand due to the similarity among products produced by rope and net manufacturers in our town. We needed to innovate and diversify to tap into new markets," said Zhang Weisheng, Zhang Shuyuan's father.

"Fortunately, the town government provided timely support. Measures like equipment upgrades and expert training have been helpful in navigating challenges and staying competitive," added the father.

Under the guidance of local authorities, rope and net producers have participated in trade fairs and international exhibitions, facilitating market expansion and diversification into sectors such as agriculture, sports, leisure and deep-sea aquaculture.

At Zhanpeng Net Co's workshop in Lizhuang, a new batch of products tailored for export to the Middle East is in production. These nets incorporate additives that produce an unpleasant flavor in animals' mouths, effectively deterring them from chewing the ropes.

While traditionally focused on safety and dust protection nets for construction, Zhanpeng Net witnessed a decline in demand and profitability in recent years.

Collaboration with academic institutions led to product enhancements, including improved durability and anti-aging properties, enabling access to new markets and applications.

Energized by technological advancements, local companies are transitioning toward specialized functional rope nets, including weed control nets, deep-sea cage nets and high-performance polymer drag nets.

In recent years, a growing number of young entrepreneurs have returned to their hometowns, injecting fresh energy into the rope industry. Through online operations and e-commerce, they have expanded market reach and sales channels for rope products.

"Since 2023, we have been utilizing internet platforms for sales and promotion, attracting clients from diverse regions. In July, we ventured into international markets, with overseas sales reaching three million," Zhang Shuyuan said.

To propel the rope and net industry toward cutting-edge advancements, the town will develop more cooperative relationships between businesses and research institutions, said Li Peng, Party secretary of the town.

These partnerships aim to drive innovation in areas such as biodegradable high-performance ropes tailored for the aerospace and aviation industries, he said.

zhaoruixue@chinadaily.com.cn