“Prosperous Rural Community” in Chongqing's Youyang County, Hejiayan Village

Challenges and Objectives

In Hejiayan Village, part of Youyang County's rural revitalization effort, locals face the challenge of unlocking their region's economic potential due to poor infrastructure and transportation. The natural beauty of the area remains largely untapped, with outdated facilities preventing full tourist engagement.

The community's main goal is to create a more prosperous village where farmers benefit directly from their resources and labor. To achieve this, they've embarked on a "Prosperous Rural Community" pilot project with three main focuses:

1. Economic Innovation: They're introducing new mechanisms to enhance both collective and personal incomes, ensuring farmers are the primary economic beneficiaries.
2. Smart Farming: By incorporating smart farming practices, the village aims to increase income while minimizing environmental impact through reduced pesticide and fertilizer use.
3. Cultural Preservation: Utilizing digital technology, they are creating a digital archive to preserve and share the traditional Miao embroidery culture, fostering cultural revival and economic opportunity.
   

Collaboration Partners and Roles

The "Shared Prosperity"（共富乡村） plan in Hejiayan Village was launched in November 2021 through a collaborative effort between the Youyang County Committee and County Government, Tencent SSV Village Development Laboratory, and China Agricultural University. Together, they initiated the Chongqing Youyang Shared Prosperity Rural Development Project.

Government Agency: The Youyang County Committee and County Government advocate for shared prosperity in rural communities, connecting external resources, mediating internal conflicts, and promoting shared rural prosperity.

User Group or Association: Villagers contribute land and houses for rural revitalization, mediating disputes and facilitating solutions. Village Cooperatives engage village participants, establish planting/shared prosperity scales, and negotiate subsidies. Family Farms integrates advanced agricultural technology.

For-profit External Organization: Tencent provides financial and technological support, driving internal development with digital technology.

Non-profit External Organization: China Agricultural University offers technological support and a comprehensive "Rural CEO" development program. Social Organizations conduct philanthropic initiatives and collaborate with businesses to extend urban public services to rural areas. Tourism Cooperatives employ a model of government guidance and community participation for mutual benefit.

Revitalisation Activities

Economic Transformation: Underused residential spaces have been given new life, with vacant homes turned into smart guest accommodations and old, rundown buildings repurposed into stylish coffee shops. Even the idle granaries haven't been left out—they've been renovated into state-of-the-art rural academies.

Industrial Revival: The village has seen the birth of a cliff-side café and the rise of rural homestays, thanks to the Rural CEO Program. This initiative has not only improved the local economy but also enticed villagers who had moved away for work to return and contribute their newfound business acumen.

Cultural Revival: Hejiayan's intangible cultural heritage has been woven into its tourism fabric. Regular cultural events draw guests into the local traditions, with dances like the "Yuyang Tujia Hand Dance" enhancing the communal spirit.

Agricultural Revival: A focus on rice quality and standards has ushered in a wave of high-quality organic farming. Old rice fields are being transformed with more sustainable farming methods, bringing a breath of fresh air to Hejiayan's agriculture.

Societal Revitalization: Efforts in society have been multifaceted, from community monitoring and conflict resolution to encouraging villagers to return or new ones to settle. There is also a focus on youth empowerment, building connections with outside experts, and nurturing the fabric of community relationships while bolstering traditional cultural activities.

Revitalisation Outcome

In Hejiayan Village, the outcomes of revitalization are tangible and marked by significant growth. The initiatives spearheaded under the project, such as the "Cloud Rice" mini-program and the "Four-piece Set" digital toolkit, have been instrumental in industrial revitalization. These digital efforts, coupled with campaigns like "Harvest Goodies" and the creation of video content to profile rural life, have not only supported the industry but also enhanced the village's economic status. The village's collective economic income has impressively doubled to 4.79 million RMB, and the per capita disposable income saw a 26% increase to 18300 RMB.

The project's success in increasing household income through rural accommodations and tourism products has strengthened the community's trust in the collaborative partners, including the local government and Tencent. This has encouraged more villagers to actively engage in further development efforts. Despite the challenges posed by the COVID-19 pandemic, communication through digital platforms like WeChat and video calls has remained frequent and effective.

The "Rural CEO Development Program" has been a cornerstone of the project, with 46 households in Hejiayan Village participating in shared prosperity cooperatives. The program has generated a wage income of 1.1 million RMB for over 120 households, doubling the village's collective income and providing services to around 2 million consumers through digital tools.

Moreover, the adoption of shared prosperity mechanisms, such as homestays, rural cafes, cooperative societies, and online rice adoption programs, has not only brought in financial gains but also reinforced the trust in the institutions driving the project. The integration of digital tools has enhanced the farmers' sense of accomplishment and broadened the social impact of the project despite the benefits not fully offsetting the costs and efforts involved.