A customer shops at an Alibaba rural service centre in Jinjia Village, Tonglu, Zhejiang province, China, July 20, 2015. E-commerce growth in the countryside now outpaces that in major cities, though fewer than one tenth of online purchases made on Alibaba platforms were shipped to rural areas in the first quarter of this year. Alibaba estimates the potential market at 460 billion yuan ($74 billion) by next year. (Photo by Aly Song/Reuters)

Members of the Shanxi Folk Dance and Music Troupe perform during a rehearsal before a show at the Orient Museum in Lisbon February 1, 2016. The show is part of the Chinese New Year Celebrations program of Orient Museum in Lisbon. (Photo by Rafael Marchante/Reuters)

Photographer Ma Hongjie has spent 11 years documenting families in various parts of China for his upcoming book The Family Belongings of Chinese People. Here: a couple with their belongings and vegetables in Hebei Huailai county. (Photo by Ma Hongjie)

A woman takes pictures with her mobile phone at a building, which is made by half of a replica of the Qinian Hall of the Temple of the Heaven (R) and half of a western building, at a studio for productions of films and television shows on the outskirts of Shijiazhuang, Hebei province, China, December 3, 2015. (Photo by Reuters/Stringer)

Carrying a portable shrine on their shoulders, participants all clad in traditional happi coats, parade through precincts of the Kanda Myojin shrine during the annual summer festival in Tokyo, Saturday, May 9, 2015. (Photo by Eugene Hoshiko/AP Photo)

Cows rush through mud and water while jockey holds onto their tails, on March 12, 2016 in Padang, West Sumatra, Indonesia. For hundreds of years these farmers have competed in one of the worldís most oddest races in the hopes of showing off their cattle. Known as Pacu Jawi the traditional cow race takes place in Padang, West Sumatra, and has become the highlight of the year for locals. (Photo by Teh Han Lin/Barcroft Images)

Models of the “Altyr” fashion theatre, dressed in Khakas national costumes, get over a wooden fence during a photo session, as a part of the rehearsal for the Tun-Pairam traditional holiday (The Holiday of the First Milk) celebration at a museum preserve outside Kazanovka village near Abakan in the Republic of Khakassia, Russia, May 28, 2016. (Photo by Ilya Naymushin/Reuters)

Tibetan pilgrims walk outside the Sera Monastery in Lhasa, Tibet Autonomous Region, China, 11 September 2016. Sera Monastery is known as one of the “great three” Gelug university monasteries of Tibet founded in 1419. (Photo by How Hwee Young/EPA)