【编者按】
在广袤的中国乡土上，一场深刻的变革正悄然发生。乡村振兴的浪潮中，涌现出一批视野开阔、锐意创新的“新农人”——他们或是归国学子，或是电商弄潮儿，或是科技践行者。他们深深扎根于田野，以全球化的商业思维重绘农业图景，让山东的绳网、果蔬、大棚技术等特色产品跨越山海，走向世界。
国际传播系列报道《我们村的CEO》，聚焦山东几位乡村创业者的奋斗故事。他们用行动证明，乡土不仅是根脉所系，更是梦想破土而出的沃土；他们以创新思维和拥抱时代变化的能力，为乡村振兴注入澎湃活力，也向世界讲述着中国乡村充满机遇的新故事。敬请关注，感受这股来自田野的蓬勃力量。
【Editor's Note】
Across China's vast countryside, a profound transformation is unfolding. Amidst the tide of rural revitalization, a new generation of agricultural pioneers has emerged. They are returnees, e-commerce innovators, and tech practitioners who root themselves in the fields. With global vision, they are reshaping agriculture, taking Shandong's specialty products—ropes and nets, fruits and vegetables, greenhouse technologies—global.
The international reporting series “The CEOs from Our Village“ spotlights the endeavors of rural entrepreneurs in Shandong. They prove that the countryside is not only their heritage but fertile ground where dreams take root. With innovative thinking and adaptability, they inject new vitality into rural revitalization, telling the world a story of opportunity unfolding in China’s villages. Stay tuned to witness this dynamic force rising from the fields.
在山东滨州惠民县，这个贡献了全国80%绳网的“绳索之乡”，一根根绳索，正从田间地头延伸至体育赛场、摩天大楼乃至浩瀚太空，编织起一个年产值超300亿元、产品远销全球103个国家和地区的庞大产业版图。在这张蓝图中，李庄镇的年轻小伙张书愿大学毕业后毅然返乡，一头扎进家族传承的绳网事业。不甘囿于传统路径，他敏锐地“网”住了数字时代的致富密码——借助直播电商与跨境电商的东风，为绳网开辟了线上新航道，成功将“惠民造”销往海外。
一“网”情深
一张泛黄的老照片里，爷爷带着沉甸甸的绳网样品，身影融入二十世纪的风尘。那是绳网产业最原始的步履——手工捻线成股，打绳成网，然后用脚步丈量城市，在茫茫人海中寻找客户。待到张书愿初识绳网的年纪，父辈已为产业注入了机器的轰鸣。合绳机、喷丝机、织网机陆续从南方引进，车间里日夜不息。
父亲那代人专注的是生产规模的扩张与质量的精进，汗水浇筑起一个初具雏形的工厂。然而当张书愿大学毕业，在繁华都市与绳网小镇之间抉择时，他触摸到的不只是父辈留下的坚实厂房，更是一种沉甸甸的使命——这根绳，三代人的命运与之缠绕，小镇的发展亦系于其上。他毅然返乡，成为新一代的“掌网人”。
他接手的并非坦途。机器轰鸣背后，是产品日渐同质化的阴影与利润在价格战中不断削薄的困局。张书愿清醒意识到：他这一代肩上扛起的责任，是如何在互联网时代里，用新网兜住老产业的未来。
触“网”之路
“互联网+绳网”双网融合给产业发展带来了新机遇，电商平台拓宽了销售渠道，也吸引了张书愿的注意：“我这一代人更注重销售、贸易，就是如何能够把父辈留下的这些生产设备生产出来的产品，去找到更多的客群。”因此在大学毕业之后，张书愿开始尝试通过抖音、快手等平台为自家销售绳网。第一场直播只有三四十人在线，但作为源头厂家，拥有价格优势和质量保障，让张书愿坚信互联网这条路一定能走通。
通过不断地摸索和学习，张书愿如愿等到了爆单的那一天。他记得很清楚，那天是2023年5月23号，那条视频的播放量达到了6000多万，带来了一万多笔订单。突如其来的爆单也带来了“幸福的烦恼”，工厂的产能竟然一时跟不上了。于是，线上飞速增长的订单又促使线下更新设备、扩大规模，张书愿的手机俨然成了厂里最倚仗的生产设备。如今，张书愿的网店已拥有10.1万粉丝，热销单品遮阳网累计销售超27万单。
“网”罗全球
随着越来越多人投身电商平台，价格战的主战场也从线下转移到线上，张书愿明显感觉到投入与产出不成正比。为了谋求更广阔的市场空间，他把销售的触角伸向更远处，网罗全球订单。
2024年，张书愿带着自家绳网登陆海外社媒，做起了跨境电商。通过晒工厂日常、展示产品细节等，张书愿一点点为产品在海外积累人气。他表示，海外客户往往在下订单前一、两个月就早早关注到他们的产品，贴文的不断更新让客户充分了解绳网的质量，更加信任产品的售后保障和技术支持，才有了一笔笔海外订单纷至沓来。
截至目前，张书愿已经把绳网卖到了澳大利亚、沙特、伊拉克、乌兹别克斯坦、菲律宾、哥伦比亚、秘鲁等国。2024年，工厂的外贸订单仅占总订单的10%左右，到了2025年，外贸订单占比猛增至80%，小小绳网连接起广阔天地。
继“网”开来
谈及未来规划，张书愿更愿意着眼于“人”。工厂里既有像他一样年龄的年轻人拿起鼠标，带着绳网走出去、卖全球，也有像父辈一样年纪的大爷大妈守着机器，护着绳网品质。张书愿希望所有人能与工厂共同发展，实现从家门口就业到家门口致富，让手中的绳网编织出乡村振兴新图景。
从爷爷的手工编织，到父亲的规模化生产，再到张书愿的电商出海——一根绳，三代人，编织的不只是网，更是这座小镇的产业未来。当传统与创新在这张网上交织，当老一辈的经验遇上年轻人的视野，乡村振兴的故事，便有了更坚韧的脉络。在这里，绳网的传承从未断线，而每一代人的接力，都在为它赋予新的可能。
In Huimin County, Binzhou, Shandong—China's ropemaking heartland supplying 80% of the nation's ropes and nets—fibers once woven in farm fields now stretch into sports arenas, skyscrapers, and even outer space. This industry, with annual output value exceeding 30 billion yuan, spans 103 countries and regions. Within this landscape, Zhang Shuyuan, a young manfrom Lizhuang Town, returned home after college to dive into his family's legacy. Refusing to tread traditional paths, he seized the digital era's promise: leveraging live-streaming and cross-border e-commerce, he opened new online channels, successfully selling “Huimin-made“ nets worldwide.
Generations Bound by the Net
A faded photo shows Zhang's grandfather carrying hefty rope samples, traveling door-to-door in the 20th century—when nets were painstakingly handwoven. By Zhang's childhood, machines dominated: rope-twisters and weaving looms hummed nonstop in factories his father built.
While his father's generation expanded scale and refined quality, Zhang felt a deeper calling upon graduating. “This rope binds three generations—and the town's fate,“ he says. Returning home, he became the successor of rope-net industry.
Yet challenges awaited: homogenized products and profit-squeezing price wars. Zhang knew his mission: to weave a new web sustaining the old industry in the internet age.
Touched by the Net: The First Threads
“Internet + rope nets“ sparked opportunity. “My generation focuses on trade—connecting our products to global buyers,“ Zhang explains. He launched live sales on Douyin and Kuaishou. Initial streams drew just 30–40 viewers, but as a factory-direct seller offering quality and value, he persevered.
His breakthrough came on May 23, 2023: a viral video with 60+ million views brought 10,000+ orders overnight—a “pleasant headache“ that strained factory capacity. Online demand spurred offline expansion; his phone became the plant's command center. Today, his store boasts 101,000 followers, with 270,000+ shade nets sold.
Nets Cast Wide: Spanning the World
As e-commerce competition intensified, Zhang looked beyond borders. In 2024, he tapped overseas social media, showcasing factory operations and product details to build trust. “International clients often follow us for months before ordering,“ he notes. Steady content won confidence in quality and after-sales support, fueling overseas sales.
His nets now reach Australia, Saudi Arabia, Iraq, Uzbekistan, Philippines, Colombia, and Peru. Foreign orders leaped from 10% of total sales in 2024 to 80% in 2025—tiny threads weaving global connections.
Weaving Forward: The Net Legacy Continues
Zhang's vision centers on people: young employees handling e-commerce alongside elderly workers overseeing machines. “I want everyone to thrive here—from local jobs to local prosperity,“ he states.
From grandfather's handwoven ropes to father's mass production, and now Zhang's digital frontier—three generations have spun more than nets; they've woven their town's industrial future. Where tradition meets innovation, and elder wisdom merges with youthful vision, rural revitalization gains unbreakable threads. Here, the legacy continues—each generation redefining new possibilities.
无限工作室&看台工作室联合出品
策划：魏鹏 尹海洋 辛然 王春雷
统筹：武玮佳 马洪震
美术设计：王春雷 刘广岩
视频监制：张一帆
采访、翻译：杨晓
文案：马洪震 武玮佳
配音：武玮佳
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