From the village, for the village

"In my childhood, the village was a different world altogether. The houses were old, roads were narrow, and I clearly remember walking several kilometers to the market," recalled Li Jing, 29, currently serving as the director assistant to the village secretary of Maotianping Village Committee in Cuijiaba, a town situated in the Enshi Tujia and Miao autonomous prefecture of Central China's Hubei province. "But now, our village boasts modern, well-constructed homes, wide well-lit roads, and practically every household owns at least one car."

Li is a native of this village and was one of the first from her community to pursue higher education. She studied hotel management and tourism at Wuhan University of Science and Technology. After graduation, she embarked on a career in the hotel industry, working first in Wuhan and then within the prefecture. However, she made the life-altering decision last year to return to her village.

"I want to be an integral part of my hometown's development and bring about real changes that improve the livelihoods of our villagers while realizing my own personal value," Li said.

Li's daily responsibilities revolve around the demonstration of China's Rural Revitalization Strategy, which encompasses industrial revitalization, talent development, cultural preservation, ecological restoration, and organizational rejuvenation. In simple terms, her role focuses on enhancing the quality of life for her fellow villagers.

Enshi is renowned for its breathtaking scenery. But Li aspires to showcase the agricultural riches cultivated by its residents.

Enshi Tujia and Miao autonomous prefecture, the youngest prefecture in China, heavily relies on agriculture and most of its farmers grow potatoes.

"Here, we are blessed with a subtropical monsoon humid climate and over 70 percent forest coverage. This makes it an ideal setting for cultivating potatoes," Li explained. "You can find selenium-rich potatoes here, as the soil in our prefecture boasts high selenium content, a trace element known for its health benefits."

When Li returned to her hometown, she received unwavering support from her family, despite some villagers who questioned her decision. She resolved to vindicate herself through determination and action.

Her job involves extensive communication with the villagers, with roughly half of her workload dedicated to promoting potato production.

"We regularly hold meetings in the village square, where we share insights on potato planting techniques, sales channels, market trends, and more," Li said.

"These gatherings provide us with opportunities to equip the villagers with tools and offer a window for them to voice their concerns and experiences."

This is also where the idea of live-streaming first emerged. In the past, only a small number of villagers were involved in potato farming, and only those with cars or tricycles could transport their products to the county market. Today, the village's potato production landscape spans an impressive 1,200 acres. To expand sales beyond the village and county, the young workforce in the village chose to embrace the world of livestreaming.

"Video sharing platforms like Douyin have significantly broadened our reach, substantially increasing the popularity and sales of our small potatoes," Li said.

This innovative marketing strategy has yielded remarkable results. Coupled with other methods, such as e-commerce platforms like Meituan, the annual income from potato sales has skyrocketed from a mere 1,000 yuan ($137) to the current figure of 20,000 yuan, according to Li.

However, the path to prosperity is by no means easy. "Most of the young people left our village for opportunities elsewhere, leaving the main labor force comprised of middle-aged and elderly people, who tend to be more conservative," Li said. "Initially, they were confused and resistant to the novel sales methods that were proposed."

But Li didn't force them to adopt the new idea. She chose to communicate with patience. For example, Li would frequently visit and talk to them, always ready to listen to their concerns. "They were primarily worried about their well-being, and as they became more familiar with live-streaming and its potential benefits, they gradually embraced the concept," she said.

Li and her colleagues would also search online for inspiration through other villages' success stories, even though they knew that the path to prosperity differed from village to village, and there was no step-by-step manual for them. But one thing was common: the quality of the products.

"We're constantly studying and improving our potatoes. While we're live-streaming, we actively engage with our viewers, providing them with insights into our potatoes," Li said. "Meanwhile, we meticulously evaluate consumer feedback and adapt our strategies promptly to meet market demand."

In addition to potato farming, Li's team has created positions like potato managers, similar to marketing and sales specialists. There's even a role for a potato appraiser, responsible for selecting the best-looking potatoes for sale. "But Rome wasn't built in a day, so we can't expect the villagers to instantly embrace these roles," Li said. "It takes time and patience."

In her spare time, Li remains closely connected with the villagers, frequently engaging in conversations with them. She acknowledges that it demands a considerable investment of time and energy, but she believes it's all worth it.

Li has very fond memories of an incident from last year when one villager had a poor potato crop. "Although her potatoes were unimpressive in terms of size and quality, she held faith in us and worked tirelessly and enthusiastically. When she harvested this year, I'll never forget the smile on her face," Li recalled. "Genuine smiles on the faces of the villagers are the ultimate reward."

In the near future, Li hopes to continue helping her fellow villagers raise their potato production and increase their income. Her long-term vision is to promote urban-rural integration.

"I think it's now called ecological tourism, ecological culture, and green industries," she said. "We will constantly seek ways to improve the livelihoods of the villagers and promote ecological civilization and sustainable development in rural areas."