Shi Yan, who holds a PhD from China's Tsinghua University, lives her life rather differently from her fellow graduates. Having established her own agricultural company, she now works as a farmer in suburban Beijing. The company operates under a new business model that connects producers directly with consumers. Nearly 2,000 families have ordered their products and more than 700 have become members. They can receive a weekly delivery of fruit and vegetables, dairy products or meat. Shi and her husband run the company which now has an annual income of more than eight million yuan.