In the early winter of Lake Beijing Mountain Farm, the red leaves and mist are contrasted, and the rape fields are full of greenery, as if you are in a fairy tale world. Who would have thought that such a beautiful place, two years ago, was just a small village with no name, but now it is called "Hubei Little Switzerland" by netizens, attracting more than 100,000 tourists every year.
As one of the models of rural revitalization created by Taikang Insurance Group and the local government, Jingshan Farm can be said to have undergone earth-shaking changes in the past two years. In the process of practice, Chen Ping, senior vice president of Taikang Home and general manager of the Life Care Division, found that Jingshan Farm is facing the problem of "new three rural" farms, farmhouses and farmland, and the problem of "three rural" agricultural materials, agricultural technology and agricultural business. Therefore, in the past two years, Taikang has actively explored, on the one hand, fully exploring the beautiful natural scenery of Jingshan Farm, transforming farmhouses and farmland, and on the other hand, introducing capital and technology to activate local characteristic industries, maximizing the economic value of local characteristics, and increasing farmers' income.
"Cultural tourism + science and technology" is a new way of rural revitalization
Jingshan Farm is actively exploring a new path of rural revitalization of "cultural tourism + science and technology", building a brand and attracting tourists through the construction of humanities and rural revitalization, using scientific breeding technology to promote excellent varieties and planting techniques to enhance the market competitiveness of farm products, and implementing a unified underwriting, brand and sales strategy to effectively increase farmers' income and promote the rural revitalization of Jingshan City and even central Hubei.
In 2023, Taikang Life Care Division held a grand rural revitalization concert at Jingshan Farm, attracting more than 3,000 on-site views and more than 850,000 online views. On April 9 of the same year, the farm successfully held the first on-site exchange meeting of the province's "Ten Thousand Enterprises Prospering Ten Thousand Villages" action, showing the practical achievements of Taikang in helping rural revitalization to guests from all walks of life, which was widely praised and injected impetus into the farm's further market development. At present, since the operation of the first phase of the project, the farm has attracted 150,000 tourists, and the second phase of the century-old house project has officially started in September 2023.
On June 30, 2023, Jingshan Farm and Li Chong Village jointly held the opening ceremony of Rice Wine Village and the signing ceremony of suppliers. The project integrates Chinese bee farming, production and processing of bagged shiitake mushrooms, ancient rice wine brewing, and rural cultural tourism, which is another important practice of Taikang Insurance Group to practice "business for good" and help rural revitalization. At present, the farm has more than 200 employees, including more than 100 local employees, 56 college students, and more than 300 temporary local workers, with an average annual income of more than 30,000 yuan.
At the same time, the farm also relies on the ecological system resources of Taikang Insurance Group to integrate and upgrade the surrounding agricultural products, implement a unified brand and unified sales strategy, and promote industrial development. In 2023, a total of nearly 29.32 million yuan of characteristic agricultural and sideline products will be sold. In addition, Taikang has also carried out a series of rural revitalization projects in Fuxian Lake in Yunnan, Sancha Village in Bohai Town in Beijing, and Nurbag Township in Shaya County in Xinjiang.
Zeng Lei, general manager of Jingshan Farm, introduced: "At present, we are vigorously supporting the breeding of agricultural products such as bridge rice, shiitake mushrooms, Chinese bees, rice wine and other agricultural products with the characteristics of central Hubei in Shuangdun Village, Li Chong Village and other villages and towns around Jingshan Farm, and have achieved remarkable results. In 2023 alone, we will drive the sales output value of special products to exceed 30 million yuan, provide 100 jobs for surrounding villagers, and increase the annual per capita income by more than 30,000 yuan. ”
The road to rural revitalization for inheritors
Ye Juxia, the inheritor of Xiaogan's rice wine, first came to Jingshan Farm two years ago, and most of it was still deserted. She was deeply worried about whether rice wine would develop here. Now, however, it seems that her concerns were completely unfounded.
The ancient handmade rice wine produced by Tai Kee Wine Cellar and Li Chong Village has become one of the most popular products of Jingshan Farm. This rice wine, originally only sold in Xiaogan, Hubei, is now exported to first-tier cities such as Beijing, Shanghai, and Guangzhou, and even in Inner Mongolia, Gansu and other places.
Ye Juxia said that all this is due to the leaders of Jingshan Farm who have "visited her three times". Although she was already well-known in the Xiaogan area and lived a leisurely life, she realized that Xiaogan rice wine should not only stay in Xiaogan. So, at the age of nearly 60, she decided to hand over the business to her son, and she came to Jingshan Farm to start her handmade rice wine promotion road.
At Jingshan Farm, Ye Juxia has made handmade rice wine popular with her unique and exquisite skills. Soon, she became the leader of rural revitalization at Jingshan Farm. Here, she not only teaches handmade rice wine classes, but also teaches rice wine making techniques to the surrounding villagers.
The process requirements of ancient handmade rice wine are very high, not only to ensure the taste, not to add any chemical agents, but also to ensure a certain shelf life. Teaching how to make handmade rice wine is not an easy task, but Ye Juxia has always persevered. Today, Li Chong Village, which is next to Jingshan Farm, has become a cooperative village of Jingshan Farm's ancient handmade rice wine.
Yin Jun, Secretary of the Party Branch of Li Chong Village, said: "With the support of Jingshan Farm and Ye Juxia, the rice wine brewing in Li Chong Village has gradually industrialized and scaled. As a result, the villagers' incomes have increased, and we are very optimistic about this industry. In the future, we will accelerate the increase of investment in this area, and realize the semi-automation of the ancient manual rice wine to increase the output without changing the taste and adding any additives. ”
Ye Juxia's efforts and persistence not only gave new vitality to the ancient handmade rice wine in Jingshan Farm, but also injected new vitality into the local rural revitalization.
Rural revitalization has injected new momentum
Rural revitalization, industry first. By activating the characteristic industries of Jingshan Farm, Taikang has injected new momentum into rural revitalization. Among them, handmade rice wine is a microcosm of it. The most significant change in Jingshan Farm is the smiles on the faces of the villagers.
In this regard, Wang Guofu, the village secretary of Shuangdun Village, where Jingshan Farm is located, has deep feelings, "I am a witness to the changes in Jingshan Farm. Wang Guofu said that the most direct change is that the villagers have moved from the original adobe building to the new well-off building, which three years ago, the villagers would not have imagined, but now, 70% of the people in the village are working on Jingshan Farm, and every family is living a prosperous life.
This model has not only changed the face of the village and improved the living standards of the villagers, but also has a significant radiation effect on the surrounding villages. Zhao Gang, assistant general manager of Taikang Home's Life Care Division, said: "Taikang's rural revitalization is most important to sustainability. On the one hand, starting from supporting industries, farmers can make blood, produce and create wealth. On the other hand, we should start from our own business and closely combine our own business with rural revitalization to achieve sustainable development. ”
It is reported that Taikang has built a "Taixianggou" rural revitalization and agricultural assistance platform, introduced high-quality agricultural and sideline products from Jingshan Farm and surrounding villages, and relied on Taikang's strong sales network and customer system to unify underwriting, branding, and sales to further help the development of local industries and increase the income of villagers.
The industry drives rural development and further attracts talents to return to their hometowns. Xu Qiao of Shuangdun Village is a typical representative. Five years ago, Xu Qiao, like many young people here, chose to cross narrow country lanes and pursue her career in the big city with her ideals in mind. After graduating from university, she went to Shenzhen and became a "deep drifter".
At the end of 2018, Xu Qiao learned that Taikang had invested in the construction of the Jingshan Farm project in his hometown, so he moved the idea of returning to his hometown. When he first came to Jingshan Farm, Xu Qiao didn't have much work experience, but after four years of training, Xu Qiao grew from a newcomer in the workplace to the head of the cultural tourism product department. Today, Xu Qiao is able to lead the team alone and contribute wisdom and strength to the development of Jingshan Farm. After seeing her experience, many classmates and fellow villagers also decided to return to their hometowns to work. Jingshan Farm now has nearly 200 employees, 80% of whom are from the local area, and 30% of them are local returning college students.
"For me personally, in addition to the improvement of business capabilities, more importantly, through the opportunities created by Taikang and through the project and platform of Jingshan Farm, I have also received a lot of development opportunities and recognition. Last year, I was elected as a member of the Jingshan CPPCC, which is the greatest recognition and encouragement for me. Now, our village is changing every day, and we are very happy to see more and more partners around us coming back to build our hometown with us and help rural revitalization. Xu Qiao said.
Under the positioning of the core backbone enterprise of the Great People's Livelihood Project in the new era, Taikang adheres to the long-term principle of "business for good" and actively practices corporate social responsibility. Through continuous innovation and development, Taikang contributes to the "Taikang Plan" of rural revitalization to the society, creates a "Taikang Sample" of rural revitalization, and contributes to the revitalization of China's rural economy. In recent years, Taikang Insurance Group has been committed to promoting rural revitalization and pastoral health care. By building an ecologically livable environment, creating jobs, and guiding industrial adjustment and upgrading, Taikang helps achieve common prosperity.
It is reported that under the advocacy of Chen Dongsheng, founder, chairman and CEO of Taikang Insurance Group, Taikang has carried out rural revitalization work in many regions, including Jiugong Mountain in Beijing, Luofu Shengjing in Guangdong, Beijing Mountain Farm in Lake, Jingshankhut Tea Garden in Zhejiang, Fuxian Lake in Yunnan and Yingawati Village in Xinjiang. In view of the culture and characteristics of different regions, Taikang supports characteristic industries according to local conditions, and explores solutions to solve the problems of "new agriculture, agriculture, and agriculture". Through the ways and means of market economy, Taikang provides a new model, new experience and new sample for rural revitalization.
Source: Huanqiu.com