A poverty relief service was the second part of the initiative to help poor households that are struggling to make ends meet. Finally, the third idea was contract farming.

Herdsmen can now borrow loans from Rider Horse to buy seeds and fertilizer to plant crops. The produce is then sold back to the company.

"In this way, Lang has helped around 2,000 herdsmen," said Guo Tang, Horqin Right Wing Middle Banner government chief.

"He introduced a new service industry to boost the economy by creating jobs and increasing the income of herdsmen."

Lang has also explored plans to operate horse racing for the locals.

"We want them to earn money and have fun in this sport," he said. "This may in turn help attract more people to the industry.

"As the cake grows bigger, more local people can benefit," he added.

For Bai Fengzheng, Lang's project has been a winner.

The 27-year-old herdsmen can now balance a traditional way of life with making money by breeding half-blood horses.

"A Mongolian pony costs less than 3,000 yuan, but a cross breed horse will sell for three times that amount," Bai said. "More than 50 of my friends have joined me in this business."

Contact the writers at wuyong@chinadaily.com.cn and yuanhui@chinadaily.com.cn

(China Daily 07/27/2017 page18)