In the first half of this year, Haiyan County achieved a primary industry added value of 924 million yuan, with a growth rate of 4.2% that ranks second in the city. The per capita disposable income growth rate for rural residents reached 6.6%, and the urban-rural income ratio narrowed to 1.28 during this period.

To put this in perspective, a smaller urban-rural income ratio indicates a smaller gap between city and countryside, reflecting a higher level of balanced development. Nationally, the urban-rural income ratio for 2025 is projected to be 2.31, while Zhejiang Province's ratio stands at 1.81. In this regard, Haiyan is certainly a top performer both nationwide and at the provincial level.

Raising incomes while closing the gap is essential for more balanced and higher-quality urban and rural living. This report explores the story behind Haiyan's ratio shrinking to 1.28, examining how the county has effectively executed this dual approach of addition and subtraction.

One Farmland, Three Income Streams The value generated by a single piece of farmland in Haiyan is being redefined. In Yucheng Town, rice and grapes from eight villages are now uniformly marketed under the "Yuweitiancheng" brand, the county's first town-level agricultural product brand. Within a year, this initiative has driven agricultural product sales exceeding 14 million yuan.

In Wanghai Subdistrict, 430 households in Xinxing Community have once again received their "dividend checks," with the rice-shrimp co-prosperity workshop completing its third round of distributions over three years, totaling 666,000 yuan. The land now produces not just crops but also three income streams for farmers: rent, dividends, and wages. Furthermore, agricultural products are no longer sold solely at raw material prices; they can now command a premium "brand price," transforming from obscure local goods into recognized quality products.

From Local Specialty to Branded Product "Look at this Yucheng 'Yuweitiancheng' soft-shelled turtle I'm holding – it's not only large but also has particularly tender and fat flesh, perfect for stir-frying or stewing." At 9 a.m. in Goucheng Village, Yucheng Town, "Turtle Mom" Qian Xueqin started her livestream, and within 10 minutes, orders began flooding in. After a two-month summer break, her first livestream back sold over 30 orders overnight, with customers hailing from provinces like Henan and Anhui.

Qian Xueqin, 59, has grown from zero orders on her first broadcast to a peak of 600 orders per day, using just a smartphone to sell Yucheng soft-shelled turtles nationwide. Last year, eight village collective economic organizations in Yucheng jointly established the Haiyan Zhuangchai Lake Agricultural Development Company, which launched the local public agricultural brand "Yuweitiancheng" to integrate premium local specialties like Zhuangchai Lake soft-shelled turtles and Qiandang Lake rice. As the "Turtle Mom," she was among the first to join this brand alliance, and her turtles now have a proper "identity."

Han Chunjuan, Party Secretary of Lvzhong Village, emphasized that products bearing the "Yuweitiancheng" label must first guarantee quality, noting the strict controls in place to ensure every link meets standards. In 2025, eight village collective economic organizations, including those from Zhuangjia, Jiangwei, and Lvzhong villages, jointly funded the establishment of the Haiyan Zhuangchai Lake Agricultural Development Company and unveiled the "Yuweitiancheng" town-level brand. Through a "strong village company + village collective + farmer" model, this initiative opens new sales channels for local quality produce, further boosting farmers' economic returns.

The brand's most significant impact has been dispelling consumer doubts. "Previously, some customers were hesitant to order because the turtle had no brand or guarantee. After joining 'Yuweitiancheng,' our sales increased noticeably, with annual revenue growing by 20%," said Xu Kaixing, Qian Xueqin's daughter. Besides online customers, many offline buyers now make special trips to purchase "Yuweitiancheng" branded turtles. Xu Kaixing added that while their purchase price is 0.5 to 1 yuan per jin higher than the market rate, quality standards are never compromised, as every turtle represents the brand's reputation. The initiative currently collaborates with over ten turtle farmers, expanding sales channels and boosting their incomes.

Similarly, "Qiandang Lake Rice," a core sub-brand of "Yuweitiancheng," has undergone a transformation from anonymity to having a recognized identity. To secure better prices for its high-quality rice, Lvzhong Village successfully registered the "Qiandang Lake Rice" trademark. The most direct change from brand operation has been a price increase. Previously, without a brand, the rice could only be sold at farm-gate prices, no matter how good the quality. "We used to sell some to the grain depot and the rest to middlemen at standard market rates. After registering the 'Qiandang Lake Rice' trademark, we standardized production and provided unified technical guidance. Sales have grown steadily, and we now earn 15% more per jin," said Zhang Haitao, a major grain grower in Lvzhong Village. Since its launch last year, "Qiandang Lake Rice" has sold an average of 50,000 jin per month.

The Three Incomes from a Single Acre In June, 430 households in Xinxing Community, Wanghai Subdistrict, received a bank transfer from this year's rice-shrimp co-prosperity fund, totaling 240,000 yuan, with the highest-earning villager receiving over 1,000 yuan. In 2023, leveraging the mature paddy-field crayfish industry, Xinxing Community established the Rice-Shrimp Co-Prosperity Workshop. Farmers entrust their scattered land to the community, which consolidates and transfers it to large-scale operators for rice-shrimp cultivation. Each mu provides a guaranteed base rent of 720 yuan, plus an additional 80 yuan per mu from the co-prosperity fund dividend. Currently, the community has over 5,000 mu of farmland, with more than 3,000 mu dedicated to rice-shrimp farming.

Jiang Shuixiang, 62, a resident of Xinxing Community, was found tidying shrimp nets at Jianli Farm. "I'm getting older, and after retiring from the factory, I had nothing to do at home. The farm needed hands, so I came to help catch shrimp and eventually stayed on for the long term," he explained. He has worked at the farm for two years, earning a stable income close to home. "My monthly wage is 5,000 yuan, reaching 6,000 yuan during the busy season," Jiang said with a smile. Despite the hard work, his family's 7 mu of land brings in both the base rent and co-prosperity fund each year, adding nearly 70,000 yuan to their annual income. "For a 62-year-old like me, this is a very substantial income." In Xinxing Community, over 50 farmers have found employment near their homes.

Wanghai Subdistrict began exploring the rice-shrimp rotation model in 2018. After years of promotion, this "one field, two uses" approach now covers the entire subdistrict, with rice-shrimp integrated farming exceeding 6,600 mu. Sun Yongliang, head of Yongjie Farm, has calculated the benefits: the rotation model yields approximately 1,000 yuan more per mu than traditional rice cultivation. Additionally, Wanghai is leveraging its rice-shrimp industry to develop integrated agriculture, culture, and tourism. Businesses like Jianli Family Farm have introduced immersive experiences such as shrimp pond fishing, educational study tours, and DIY cooking, with a single-visit capacity exceeding 400 people.

Haiyan has now established 104 demonstration bases for rice-shrimp farming across 100 mu or more, covering a total area of about 56,300 mu, with an annual output of roughly 6,500 tons. The entire industry chain's output value exceeds 1 billion yuan, ranking second in the province and first in the city.

Looking Ahead Moving forward, Haiyan will promote the development of Tongyuan National Agricultural Industry Strong Town to lead high-quality development across the county's rice industry. Efforts will also focus on completing the acceptance of the provincial-level Hushan Modern Agricultural Park, accelerating projects such as the renovation and upgrade of the Jiaxing Black Pig breeding farm, a preserved mustard green processing base, and a citrus socialized service center in Huangshawu. The county will also cultivate new industries like "rice plus flax," continuously deepening efforts to extend, supplement, and strengthen the distinctive characteristics of the rural industrial chain.

Reporter's Reflection From the rice-shrimp co-prosperity industry in Wanghai Subdistrict to the specialty product co-prosperity projects in Yucheng Town, this journey has been deeply insightful. Today's farmers are no longer just toiling in the fields as in the past. Agriculture used to depend entirely on weather conditions, but times have changed dramatically. The land remains the same, yet it now yields multiple benefits: rent from land transfer, dividends from equity participation, and wages from employment. The agricultural products from this land are no longer simply sold by weight; they now carry brands, recognition, and higher added value. Farmers are seeing ever-widening income channels and thicker wallets, making their lives more promising than ever.