Naojiancailiang is sharing his entrepreneurial journey through live streaming. He has led cooperative farmers to achieve the “Three Twos”: “two houses,” one in the countryside and one in the city; “two vehicles,” one for production and one for daily life; “two outfits,” work clothes in the daytime and suits in the city at night; farmers enjoy public services and a good life similar to urban residents. This is Naojiancailiang’s dream. He is the chairman of the Nojin Agricultural Cooperative in Wuyi Village, He Ka Town, Xinhai County, Hainan Tibetan Autonomous Prefecture, and a leader in the village's wealth creation. When we met him, he was harvesting Qingke. In the cooperative’s ten-thousand-mu (1 mu is approximately 0.0667 hectares) farmland, spindly Qingke ears droop under the weight, the oat fields are lush, and the rapeseed has already entered the granary, with two harvesters working non-stop. “This is the C230 harvester we purchased for 980,000 this year; it’s the best on the market,” Naojiancailiang proudly explained amidst the rumble of the harvesting machines, describing a distant piece of agricultural machinery. The speed has improved by 40%, and the grain loss per mu is now only 8 jin, compared to 28 jin previously. “No matter how you calculate it, this deal is worthwhile!” Naojiancailiang said, adding that in the past, such machinery purchases seemed unbelievable. Now with the cooperative's funds supplemented by national agricultural machinery subsidies, they can confidently acquire equipment. Currently, the cooperative has four different models of harvesters, each better than the last. Established in 2016, the Nojin Agricultural Cooperative now cultivates 10,500 mu of land with 52 households involved. Initially, there were only five households and 2,300 mu of land. “When we started selling our rapeseed and Qingke, the income was low,” Naojiancailiang recalled, noting that the cooperative's first revenue in 2018 was only 50,000 yuan. Observing poor sales from only rapeseed and Qingke, he and the members decided to invest in their products, spending 1.4 million yuan to build an oil extraction workshop. Eager to learn from big brands, Naojiancailiang designed a distinctive logo for the rapeseed oil products but was initially dissatisfied with the result and hired professionals for the task. “I wanted something eye-catching that made it clear it was our rapeseed oil logo.” Within less than a year, he spent 600,000 to 700,000 yuan on brand creation. Some cooperative members questioned, “Why spend money on this?” Naojiancailiang reassured them, “If it succeeds, it benefits all of us; if it fails, it's my loss.” To build trust, he personally financed a logo design that everyone was satisfied with. Today, the cooperative's rapeseed oil is well-known locally and has a dedicated shop in Xining. Young villagers wear felt hats bearing the He Ka Nojin brand logo during the Wucai Arrow Cup competition, and Naojiancailiang, as a sponsor, feels proud. The cooperative produces rapeseed oil, makes flour from Qingke, and bundles oats for sale in nearby areas and provinces, achieving self-supply and sale with an annual income of up to 2.4 million yuan. “With large-scale cultivation, we manage sowing and harvesting uniformly, freeing up rural labor, allowing them to take on additional work for increased income,” Naojiancailiang explained. On the path to wealth, he unites all possible forces. With excess grain storage issues, he coordinated with two other cooperatives in the village to rent an 87-acre granary in town to solve the storage problem. To boost brand visibility, he learned to publish short videos on social platforms, promoting the cooperative's planting status and live-streaming the introduction of their rapeseed oil. Although audience numbers can be small, he persistently promotes local agricultural products and the carefully produced rapeseed oil. Despite having only three years of formal education and limited writing skills, he understands the importance of registering his trademark and investing in brand logo design. “Since we started, we must wholeheartedly perfect our product.” At this year’s 11th Plateau Agricultural and Pastoral Professional Cooperative Economic Development Exchange Conference and 2025 Hainan State Agricultural and Animal Products Promotion Event, Naojiancailiang held a product launch for his newly developed rapeseed oil, learning from media practices. “The results were excellent; I secured a 600,000 yuan order that day.” He noted that no one around had seen such efforts before, leading by example; only by enhancing brand visibility and increasing sales can his dreams come true. “What I do is lay the groundwork—the better path for the oil industry I want the younger generation to pursue,” Naojiancailiang concluded.