Wu Yunbo, an entrepreneur from the Mongolian ethnic group and a secretary of the Communist Party of China local branch in Dongsala Village, checks on cattle at his cooperative in Jarud Qi (County), north China\’s Inner Mongolia Autonomous Region.(Xinhua/Peng Yuan)
Amid an emerald sea of swaying grass at Dongsala Village in Jarud Qi (County), north China\’s Inner Mongolia Autonomous Region, an awe-inspiring tale of rural revitalization unfolds. Wu Yunbo, an entrepreneur from the Mongolian ethnic group and Dongsala village\’s Party secretary, has blazed a trail, going from his beginnings as a herdsman to establishing a thriving cooperative that is not only enriching his own life but also bringing prosperity to fellow farmers from both the Han and Mongolian people in the region.
Wu\’s days began like those of his forefathers, tending to sheep and cattle on the windswept grasslands. Despite the natural beauty surrounding Dongsala, poverty weighed heavily on the village. Wu observed that the villagers\’ humble livelihood, centered around selling beef, was unable to free itself from the limitations of scattered buying and selling, leading to prices falling short of their true worth.
Driven by a desire to lift his community and unlock the true potential of its vast resources, Wu embarked on a relentless quest to find the path to prosperity. The breakthrough came in 2013 when he established a cooperative for raising cattle that encouraged farmers and herdsmen to invest cash, croplands, or cattle.
The name of the cooperative in Mongolian – The Home of Herdsmen- carries a deep meaning, transcending Wu\’s individual efforts and signifying a collective endeavor to empower every member of the community.
Both the poor and the rich were welcome to hold shares in the cooperative, fostering an inclusive and sustainable model. Poor families can either loan their cattle to the cooperative or buy shares in it.
\”The brand belongs to all the villagers,\” said Wu, \”No one should be left behind on the road to prosperity.\”
The mode of the cooperative transformed the way cattle are sold and processed, and has proven to be a remarkable success. \”Through the process of industrialization and transforming the cattle into value-added meat products, our profits have soared twofold compared to selling the whole cattle,\” said Wu, adding that this innovative approach has not only boosted revenue but also expanded market reach, catering to the growing demand for premium beef products.
The cooperative swiftly turned itself into a renowned brand, covering the entire industry chain from grass planting, cattle raising and slaughter to processing, catering and sales. From the vast grasslands to dining tables, Dongsala\’s products have won admirers across the nation, igniting hope in the hearts of villagers.
Wu Yunbo, an entrepreneur from the Mongolian ethnic group and a secretary of the Communist Party of China local branch in Dongsala Village, checks on beef jerky at his cooperative in Jarud Qi (County), north China\’s Inner Mongolia Autonomous Region. (Xinhua/Peng Yuan)
The cooperative\’s total assets surged to an impressive 70 million yuan, reflecting their strategic acumen and unwavering dedication. The once modest herd of 300 cattle grew to an astonishing 6,000, transforming the once scarcity-plagued village into a prosperous community.
Through the cooperative\’s flourishing success, the lives of farmers improved significantly. As a result, 132 households were lifted out of poverty, and the average annual income per person soared beyond the 20,000 yuan mark in 2022.
\”The transformation has been life-changing,\” said Xin Yanjie, a villager in Dongsala who purchased two cattle and became a shareholder in the cooperative. \”The outcome has been nothing short of extraordinary, with each cattle yielding a yearly dividend in the form of a calf, adding over 10,000 yuan to their annual income,\” he added.
\”What I care most about is how the villagers can live good lives. I was proud to see the remarkable change that swept through the village brought by our cooperative,\” said Wu.
Commitment to rural revitalization
Wu Yunbo\’s unyielding spirit resonated under the guidance of Chinese President Xi Jinping, who is calling for more achievements in rural revitalization and common prosperity. In March 2019, Xi asked Wu how he could get to the village during a panel discussion with legislators from the Inner Mongolia autonomous region.
\”As I understood it, President Xi was not just asking about physical roads to our village, but also inquiring about the future paths for villagers in China to move towards prosperity,\” said Wu.
Inspired by his unforgettable conversation with Xi, Wu explored new ways to develop the local agricultural business and improve the livelihoods of local farmers and herdsmen. Over the past few years, Wu has seen an opportunity to showcase the enchanting tale of the grasslands to wider audiences while simultaneously selling their premium beef and mutton, and jumped on the e-commerce live-streaming bandwagon.
Wu Yunbo, an entrepreneur from the Mongolian ethnic group and a secretary of the Communist Party of China local branch in Dongsala Village boosts meat products sales for his cooperative through live-streaming. Wu Yunbo comes from Dongsala Village of Jarud Qi (County), north China\’s Inner Mongolia Autonomous Region. (Photo provided to People\’s Daily Online)
\”It\’s very challenging for a man of my age to try live-streaming. But when I reminded myself that, as a Party secretary, it is my responsibility to help villagers boost sales, I was immediately encouraged and filled with confidence,\” Wu said.
The results were nothing short of remarkable. Wu went from being an inexperienced live-streamer to an online celebrity with over a million followers. By showcasing the beauty of the grasslands while leading a yellow cattle, he leveraged the power of live-streaming to sell cooperative products, reaching sales of 15,000 yuan in a single session.
\”To achieve lasting prosperity, we must keep pace with social developments and the ever-evolving market trends. Embracing change and innovation became the key to our sustainable development,\” said Wu.
As the digital horizon expanded, Dongsala\’s promise of prosperity went beyond the village, capturing hearts and markets across the nation. However, his vision is not confined to the village, and he aims to establish a sustainable blueprint for rural revitalization that can be replicated across pastoral regions.
\”I hope our experience can become a beacon of hope and inspiration for other pastoral regions, and benefit the entire nation,\” said Wu.
After years of tireless efforts and unwavering dedication, he has finally found the answer to President Xi\’s question. As the winds carry whispers of prosperity and hope, the road to Dongsala continues to pave the way to a brighter future, where unity, prosperity, and wisdom intertwine to create a legacy that echoes through generations.
\”The road to Dongsala is the path to prosperity, happiness, and wisdom,\” he said.
A photo shows the newly constructed road leading to Dongsala village, connecting communities for a brighter future. Dongsala village is in Jarud Qi (County), north China\’s Inner Mongolia Autonomous Region. (Photo provided to People\’s Daily Online)