Using the “Ten Million Project” to Paint a New Vision of Harmonious and Beautiful Rural Areas—Case Study on the “Ten Million Project” Harmonious Rural Construction Initiative in Shihai Town, Xingwen County

Editor’s Note: Guided by the spirit of the 20th National Congress of the Communist Party of China, regions across the country are actively exploring new paths for rural revitalization. The experience of the “Ten Million Project” provides us with a valuable learning model. Zeshi Consulting, a professional institution deeply rooted in the field of engineering consulting, is closely aligned with the nation’s strategic plan to promote the experience of the “Ten Million Project.” We are wholeheartedly studying and researching the “Ten Million Project,” proactively planning high-quality “Ten Million Project” initiatives, and focusing our efforts on the “Three Rural Areas” (agriculture, rural areas, and farmers) and the “Three Livelihoods” (ecology, daily life, and production). The “Ten Million Project” is an important strategic initiative personally conceived, deployed, and promoted by General Secretary Xi Jinping during his tenure in Zhejiang Province. Over the past 20 years of implementation, it has transformed countless beautiful villages, benefited millions of rural residents, and created successful experiences and practical models for advancing all-round rural revitalization. In the 2024 Central Document No. 1, taking the study and application of the “Ten Million Project” experience as the main thread, systematic arrangements have been made for promoting all-round rural revitalization now and in the period ahead. To thoroughly implement General Secretary Xi Jinping’s important discourses on “agriculture, rural areas, and farmers” work, the Zeshi Consulting team has undertaken in-depth study and research, seeking to enhance our wisdom through learning and boost our practical capabilities through study, thereby laying a solid foundation for the implementation of real-world projects.
The Zeshi Consulting team first engaged in theoretical study, thoroughly examining relevant literature to gain a deep understanding of the origin, development process, and achievements of the “Ten Million Project.” They studied Central Document No. 1 as well as other related policy documents, systematically outlining the core concepts and key implementation points of the “Ten Million Project.” To better grasp the practical experiences of the “Ten Million Project,” senior leaders from Zeshi Consulting conducted an on-site visit to Yucun Village in Anji County, Zhejiang Province, where they gained detailed insights into Yucun’s specific practices and successful experiences during its transformation. In addition, Zeshi Consulting held multiple internal seminars and organized online exchanges among its branches in Guangxi, Yunnan, and other regions. Drawing on both their theoretical studies and field visits, they conducted in-depth analyses of successful cases of the “Ten Million Project,” explored the key factors behind their success, and discussed how these lessons could be applied to other regions.

Conduct learning and research in multiple forms.
Armed with a deep understanding of the “Ten Million Project” experience, the Zeshi Consulting team entered Xingwen County.
Xingwen County

Xingwen County, affiliated with Yibin City in Sichuan Province, is rich in ethnic culture, red culture, and local cultural charm. It is the largest county in Sichuan Province inhabited by the Miao ethnic group and is known as the "Hometown of Miao Medicine and Miao Herbal Remedies in China." In 2022, it was successfully included in the list of "Top 100 Chinese County-Level Cities with Tourism Development Potential," and in 2023, it was officially awarded the title of a member of the fifth batch of Tianfu Tourism Famous Counties.
In recent years, Xingwen County has taken the “Ten Million Project” as a guiding principle for building a livable Xingwen. Following the working principles of “overall coordination, concerted efforts in the same direction, and synergy,” the county has formulated plans at the township level and is steadily advancing rural living environment improvement projects. These efforts provide strong support for comprehensively promoting rural revitalization, accelerating the modernization of agriculture and rural areas, and building a beautiful China. The “Ten Million Project” and the Beautiful Countryside Construction Initiative in Shihai Town, Xingwen County, are among these initiatives.
In April 2024, Zeshi Consulting, entrusted by the client, began conducting preliminary consulting work for this project. The consulting team went deep into Shihai Town, engaging in extensive communication and exchanges with the local government, community residents, and farmers. They collected a wealth of first-hand data, conducted thorough on-site surveys and market analyses, and gained a comprehensive understanding of the local actual needs and development potential.

The Scenery of Shihai Town
Drawing on a deep understanding of the “Ten Million Project” experience, the consulting team focused on the following key points during the early-stage planning of the project:

01 Always adhering to a people-centered approach, the “Ten Million Project” stems from General Secretary Xi Jinping’s profound dedication to the well-being of the people. It consistently regards improving rural living environments and building beautiful villages as a people-oriented project aimed at strengthening agriculture, enhancing village aesthetics, and boosting farmers’ incomes—placing the people’s interests at the very heart of all efforts. During the early planning stages of the project, the consulting team kept in mind what villagers truly needed and addressed their most pressing concerns. They designed the Shihai Town Human Settlement Improvement Project and the Large-Scale Agricultural Industry Development Project. By renovating local village appearances and standardizing agricultural production management, they are creating a beautiful countryside that is both livable and conducive to thriving businesses—a place characterized by a clean and orderly environment and steadily developing industries. Through every possible means, they are striving to improve villagers’ living conditions, focusing on enhancing their quality of life and continuously boosting their sense of happiness and fulfillment.

02 Always Adhering to Site-Specific Approaches: The consulting team deeply understands that the key to learning from and applying the experiences and practices of the “Ten Million Project” lies in starting from reality, identifying the right entry points and breakthroughs. China’s rural areas vary greatly in terms of natural conditions, local customs, development levels, and existing foundations. Therefore, when learning from and applying the “Ten Million Project” experience, we must avoid simply copying others’ methods or adopting a one-size-fits-all approach that ignores local realities. The consulting team is committed to making good use of investigation and research—a time-honored treasure—by truly rolling up our sleeves, going deep into the front lines, and proactively engaging with the grassroots level. We are tapping into Shihai Town’s unique resource endowments, including its geological and landscape features (karst landforms), cultural and historical resources (the history of the Buo ethnic group), biological landscape resources (bamboo forests), tourism product resources (local specialty products, moso bamboo, bamboo mushrooms, square-bamboo shoots, black-bone chickens, kiwifruits, cured meats, and bamboo-themed cultural and creative products), as well as its Miao medicinal culture.

03. We must consistently uphold innovation-driven development to achieve sustainable rural development. Innovation is the key to generating new momentum for growth. The “Ten Million Project” adheres to deepening reform, driving all-round innovation in rural areas, and emphasizes that rural development should leverage its own unique strengths and characteristics—building on local specialty industries and historical and cultural heritage—to guide sustainable rural development. Based on preliminary surveys and research, and drawing on Shihai Town’s rich historical and cultural heritage as well as its ecological resources, the consulting team has tailored a cultural service facility project specifically for Shihai Town’s rural revitalization. Grounded in distinctive cultures such as Miao medicine and Bao culture, the project will establish study-and-research centers and experiential bases, creating new rural business models that help local farmers continuously increase their incomes, elevate their living standards, and achieve common prosperity for both farmers and rural communities.

04 We have consistently upheld the principle of cultivating talent and drawing on the experience of the “Ten-Million Project” to powerfully and effectively advance the comprehensive revitalization of rural areas—after all, talent is the key. General Secretary Xi Jinping pointed out: “We must promote the revitalization of rural talent, place the development of human capital in the primary position, and strengthen talent support for rural revitalization.” This important statement provides clear guidance and fundamental principles for rural talent work in the new era. Our consulting team is planning to establish a skills-training center, conduct vocational skills training for farmers, and cultivate high-quality farmers who are culturally literate, passionate about rural life, knowledgeable about agriculture, proficient in technology, skilled in management, and capable of effective business operations—thus steadily advancing the revitalization of rural talent.

05 We have consistently prioritized ecology. The construction of an ecological civilization is an important component of rural revitalization. Guided by the new development philosophy, our consulting team closely integrates village improvement with the creation of green, eco-friendly homes, simultaneously advancing both environmental remediation and ecological development. On one hand, we incorporate ecological restoration and conservation into the overall project planning, adopting appropriate preventive measures and countermeasures during the design, construction, and operation phases to minimize environmental impacts. On the other hand, by developing eco-friendly parking lots, ecological landscapes, and eco-tourism initiatives, we are helping Shihai Town play its “ecological card” and chart a course toward village development and prosperity driven by ecological sustainability.
During the preliminary consulting phase of the “Ten Million Project” and the Beautiful Countryside Construction Initiative in Shihai Town, Xingwen County, Zeshi Consulting has consistently adhered to a methodology that integrates theory with practice, seamlessly blending the essence of the “Ten Million Project” with the local realities and fully leveraging the role of a professional consulting firm. Through solid, scientific, precise, and comprehensive planning during the project’s early stages, Zeshi Consulting has provided high-quality decision-making support to relevant local government departments and financial institutions. In June of this year, the project secured 600 million yuan in policy bank loans, laying a robust foundation for its implementation.
In the future, Zeshi Consulting will continue to master and effectively apply the lessons learned from the “Ten Million Project,” refining our skills through study and enhancing our capabilities in practice. With innovative thinking, professional expertise, and a pragmatic attitude, we will help more rural areas burst with vitality.

Editor and Writer: Wu Diya
First Draft, First Proofreading / Zhong Xiaodan

Second Review, Second Proofreading / Wei Juan

Editor-in-Chief/Zeng Huaqian

This article is for informational purposes only and does not constitute any investment advice.