Li Jun, a deputy to the 13th National People's Congress and secretary of the party branch of Xiuyun Village in Baiyi Town, Cangxi County, Guangyuan City, Sichuan Province, has been in Xiuyun Village for 12 years, and he has witnessed earth-shaking changes here. "In the words of an ordinary person in our village, I never thought I could live this kind of life in my life."
"Young man, do a good job." This is what General Secretary Xi Jinping said to Li Jun, a deputy to the 13th National People's Congress and secretary of the party branch of Xiuyun Village, Baiyi Town, Cangxi County, Guangyuan City, Sichuan Province, when presiding over the symposium on fighting the battle against poverty with precision.
"These 6 words are not only an encouragement for me, but also a motivation." Li Jun said. At the second "representative channel" of the Third Session of the Thirteenth National People's Congress, Li Jun spoke for the countryside through the live broadcast of the Central Radio and Television Corporation. He said that our village is a very ordinary village deep in the Qinba Mountains, and I hope that in a few years, when everyone hears Xiuyun Village, it will no longer be the name of a village.
This is because Li Jun has been in xiuyun village for 12 years, an ordinary small mountain village, and he has personally seen earth-shaking changes here. "In the words of an ordinary person in our village, I never thought in my life that I could live this kind of life."
In 2010, the "two committees" of Xiuyun Village were replaced, and Li Jun, 25, became the youngest village party branch secretary in the county. In the past decade, Li Jun has led the villagers of Xiuyun Village to get rid of poverty and embark on a new road of rural revitalization. He has also won the "2017 National Poverty Alleviation Award" and "The 10th National Rural Youth Prosperity Leader Pacesetter" and other honors.
Li Jun, a deputy to the National People's Congress, attended the National People's Congress. (Courtesy of Li Jun)
01
Give up the high salary in the city and run back to the poor mountainous areas
More than a decade ago, after graduating from university, Li Jun was hired as an executive of a large company in Chengdu, sitting in an office to manage a large group of people. Today, he is an experienced grassroots village official, running through the fields every day to do agricultural work, leading the villagers to run together to a better future for rural revitalization.
A sentence that Li Jun often hangs on his lips is "There are also golden mountains and silver mountains in mountainous areas!" Rural revitalization is our ideal! This sentence is the confidence and courage of Li Jun to lead the villagers to run towards the grand goal of rural revitalization.
Li Jun, a "post-80s generation", was born in Xiuyun Village, Baiyi Town, 52 kilometers away from Cangxi County. The mountains are high and the roads are far away, the traffic is limited, many elderly people in the village have never stepped out of the poor mountains in their lives, and they cannot truly perceive the outside world, and the young people do not have the slightest sense of belonging to their hometown. This embarrassing situation made Li Jun, who worked hard in Chengdu, deeply feel. Especially when he returned to his hometown during the New Year's Festival, he saw the dilemma in the village, the poor village appearance, and carved the mark of pain in his heart again and again.
Can young people who come out of the village think of ways to do something for their hometown? If we can change the face of poverty in our hometown through some effective ways, such youth should be more meaningful. After some serious consideration, Li Jun gave up his high-paying job in Chengdu and returned to his hometown.
02
Develop industries and help alleviate poverty
After Li Jun became the secretary of the village party branch, he led the villagers to attract investment, build village roads, and develop characteristic agriculture. Villagers take advantage of the unique natural advantages of Xiuyun Village, and finally embark on the road of poverty alleviation, Xiuyun Village ecological agriculture signboard is getting louder and louder, and has a place in Chengdu "Xiuyun Brand".
Li Jun exchanged views with villagers on the quality of agricultural products. (Courtesy of Li Jun)
In 2014, Li Jun led the whole village to successfully carry out the first "Distant Mountains And Relatives to Buy instead of Donation" activity. At that time, more than 10 enterprises and more than 50 loving families came to the scene, and more than 560,000 yuan of agricultural products were subscribed to on the spot. Chickens, ducks, pigs, rice, noodles, oil and vegetables in every household in the village are sold at a price of more than 30% above the market price, which has exploded in the local area. Later, Li Jun successively organized China Construction Bank, Qiyang Group, China Datang and other units to carry out more than 10 "purchase instead of donation" activities in the village, and more than 1,200 urban families were paired and subscribed. China Datang group also donated a refrigerated truck to Murakami to transport agricultural products.
The ecological agricultural products in the village have continuously entered the city, and the people have an endogenous power. Compared with traditional donations, urban family businesses are also more willing to accept the "purchase instead of donation" approach. It not only rewards donors, but also dignified recipients.
The poverty alleviation model pioneered by Li Jun in Xiuyun Village, which is "purchasing instead of donating", has been written into the guiding opinions of the CPC Central Committee and the State Council on the three-year action to win the battle against poverty.
In the process of developing the industry, Li Jun, as a deputy to the National People's Congress, also wrote down the voices of the people and the difficult problems of development into his opinions and suggestions. With the formation of a buyer's market for agricultural products, most agricultural products only rely on low-price strategies, do not work product quality and brand, and it is difficult to gain a foothold in the market.
Li Jun believes that accelerating the construction of regional brands of agricultural products is an effective means to optimize the product and industrial structure, promote agricultural quality and efficiency, is an urgent task to transform the mode of agricultural development and accelerate the construction of modern agriculture, and is also an important breakthrough in promoting the structural reform of the agricultural supply side.
03
Create the "Xiuyun Village" brand, so that people who eat are healthy and people who are well-off
For example, how to better solve the problem of the stable upward trend of agricultural products, and how can Xiuyun Village go out to achieve rural revitalization?
Li Jun and the villagers of Xiuyun Village thought and practiced together. Taking "green environmental protection" as the selling point of characteristic agricultural products has become a place that Xiuyun Village is proud of in the market. In addition to online sales channels and targeted supply of some supermarkets, another channel to expand the sales of Xiuyun Village's characteristic agricultural products is the "Xiuyun Village Tangguan" located on Jincheng Avenue in Chengdu High-tech Zone.
In Chengdu, a place where many special cuisines in the province gather, there are tens of millions of urban diners looking for food. However, Xiuyun Village Tang Restaurant is different and attracts a large number of visitors from all over the world. As soon as diners walk into the door of this soup restaurant, they will always be attracted by the 16 words on the lintel: Cangxi County Ecological Agricultural Products Offline Sales Experience Center.
The food ingredients in this restaurant are all from the special agricultural products of Xiuyun Village, and the staff in the store are also villagers of Xiuyun Village. The more than 20 waiters are from Xiuyun and surrounding villages.
Li Jun and the villagers together to live stream the goods. (Courtesy of Li Jun)
Here, they speak the words of Xiuyun Village, sell Xiuyun Village products, and tell the story of Xiuyun Village. What they reap is not only material rewards, but also spiritual satisfaction and pride. Consumers not only eat healthy ingredients here, but also buy green agricultural products in the village, and participate in poverty alleviation and rural revitalization with their practical actions – this is the unique charm of attracting urban gourmets who come to consume.
As a result, the mountain goods of Xiuyun Village and the villagers of Xiuyun Village have taken root in Chengdu, the provincial capital hundreds of kilometers away from their hometown, in this new way. In 2018, Xiuyun Village opened three more agricultural product stores in Chengdu and Cangxi County, and set up counters for sales in Chengdu Huaxi Hospital, etc.; developed a digital management platform for small farmers, which not only enables small farmers to achieve standardized production and traceability of their products, but also effectively solves sales problems.
"We connect the city at one end and the countryside at the other, so that people who eat are healthy and those who are well-off." Li Jun said that the integration of online and offline has realized chain operation and driven more people to get rid of poverty and become rich.
Up to now, Xiuyun Village has driven 59 surrounding villages and 2882 small farmers to join the Xiuyun Village brand plan.
"In 2015, there was a poor family in our village, who used to be notoriously dirty and messy in the village. Since we auctioned his two pigs online for a high price of 7600 yuan, the local market price at that time was up to 3000 yuan. Li Jun said that since then, he has gotten up very early every day to clean up the environment, beat pig grass, feed chickens and ducks, and earn more than 20,000 yuan at home a year. The Internet can make good products sell at good prices, so that poor households have a spirit!
In the future, Li Jun hopes that the chain stores in Xiuyun Village can open all over the country as soon as possible, drive more small farmers and vulnerable groups to get rich by hard work, and go faster, farther and better on the road of rural revitalization!
"This is an opportunity for our generation, I hope that more thoughtful and cultured young people can return to the countryside and take root in the grassroots, I firmly believe that the countryside will become the envy of urban people in the near future!" Li Jun said.
Planners: Wang Ping, Yu Hao, Li Xiaojian
Author: Yu Hao, Zhong Debo
Source: National People's Congress