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LI Liang was appointed first Party secretary of Beizhuang Village， Liucun Town of Changping District， Beijing， in November 2015.
He is among the first batch of more than 200 officials that the Beijing municipal government selected last November and sent to work in povertystricken villages. The campaign calls on young officials accustomed to a comfortable， air-conditioned working environment to go to the countryside. There they are expected to acquaint themselves with village life and make development-related suggestions to local residents.
Li Liang， who is in his early 30s， is a standard urbanite with little experience of either living or working in the countryside. Formerly a TV news reporter， four years ago he was recruited to the Beijing Municipal Committee of the Chinese People’s Political Consultative Conference （CPPCC）.
Join the Village Circle
Beizhuang is a village of 93 households and 182 people in Beijing’s northwestern suburbs. Li Liang left his downtown home one Monday morning in November， 2015 at 6 am， and boarded the S2 commuter train to Nankou， Changping. He then took the 10 km bus ride to the village where he would live and work for the next two years.
Both his old and new work units， as well as the Beizhuang villagers， had high expectations of this energetic young man. But Li felt he should first of all try to discard his image as an outsider and become regarded as a fellow villager.
Li’s mentor， Deputy Party Secretary of Liucun Town Xu Guangjun， explained to Li local conditions. Beizhuang Village Party Secretary Zhang Honghai is also a great source of information about the village.
Li’s experience as a veteran reporter helped him to rapidly grasp the demands of his new job. During the first two months he walked around and“interviewed” almost everyone he ran into， whether at work in the fields and greenhouses， at home in the village， or at the town government offices. His list of WeChat friends thus grew， and the workings of the village became clearer to him.
Village Brand Building
Beizhuang Village connects the plain where the city proper is located with the mountainous region extending northward. Although only 50 km away from downtown Beijing， the village has yet to develop and so exploit this geographic advantage.
Rural residents are unfamiliar with the concepts of branding and publicity， and consequently with their potential value. To their minds only people doing business need branding， so how could it be applied to a village？
He is among the first batch of more than 200 officials that the Beijing municipal government selected last November and sent to work in povertystricken villages. The campaign calls on young officials accustomed to a comfortable， air-conditioned working environment to go to the countryside. There they are expected to acquaint themselves with village life and make development-related suggestions to local residents.
Li Liang， who is in his early 30s， is a standard urbanite with little experience of either living or working in the countryside. Formerly a TV news reporter， four years ago he was recruited to the Beijing Municipal Committee of the Chinese People’s Political Consultative Conference （CPPCC）.
Join the Village Circle
Beizhuang is a village of 93 households and 182 people in Beijing’s northwestern suburbs. Li Liang left his downtown home one Monday morning in November， 2015 at 6 am， and boarded the S2 commuter train to Nankou， Changping. He then took the 10 km bus ride to the village where he would live and work for the next two years.
Both his old and new work units， as well as the Beizhuang villagers， had high expectations of this energetic young man. But Li felt he should first of all try to discard his image as an outsider and become regarded as a fellow villager.
Li’s mentor， Deputy Party Secretary of Liucun Town Xu Guangjun， explained to Li local conditions. Beizhuang Village Party Secretary Zhang Honghai is also a great source of information about the village.
Li’s experience as a veteran reporter helped him to rapidly grasp the demands of his new job. During the first two months he walked around and“interviewed” almost everyone he ran into， whether at work in the fields and greenhouses， at home in the village， or at the town government offices. His list of WeChat friends thus grew， and the workings of the village became clearer to him.
Village Brand Building
Beizhuang Village connects the plain where the city proper is located with the mountainous region extending northward. Although only 50 km away from downtown Beijing， the village has yet to develop and so exploit this geographic advantage.
Rural residents are unfamiliar with the concepts of branding and publicity， and consequently with their potential value. To their minds only people doing business need branding， so how could it be applied to a village？