Cheng Minggao is a fruit farmer in Nanfeng county, Jiangxi province, and is hoping the thriving e-commerce market will turn all his hard work into hard cash.

With a bumper harvest from his 500-mu (33.33 hectares) orange groves safely gathered in, he is looking for the best possible price.

Hopefully, after joining a cooperative organized by an investment company to sell farm produce such as Cheng's oranges online, he will reap the rewards of working long summer days in the fields.