Ironically, this turned out to be a life-changing trip for Meng, as he discovered many jobs in the city which the locals couldn't be bothered doing. So, after his wife was recharged from the hospital, the couple stayed in the city and started to sell lamb and vegetables.

They scrimped and saved as much as they could, picking up coal cinders for house heating and locking up their two little sons at home without hiring a nanny while they were working.

Meng Ke and his wife.

One day they were shocked to see that while they were out, their elder son had burned himself and had a big wound on his leg. Even now, the memory leaves him feeling guilty. "We had no choice but to keep working," he recalls.

Meng's career began to blossom after he opened a small Mongolian restaurant in 1993, featuring top-quality dairy products, lamb and Mongolian dumplings.

Despite being the owners, Meng and his wife also worked as waiters and chefs. Two years later, they took over some neighboring restaurants and extended their business.

Although more than 40 restaurants have sprung up on the same street over the last decade, Meng's has always been the most successful.

"There is no secret to my success - good service and good food," he says.

That simple philosophy also applies to his campsite in Zhenglan Banner. According to Meng, the number of tourists reached more than 10,000 last summer, most of whom were from Beijing and Tianjin. Normally the three-night trip including food and accommodation costs about 200 yuan ($26.70) per person.

"Nature is our greatest asset," he says.

The number of herdsmen has decreased 20-30 per cent in recent years, as the younger generations prefer to try their luck in the big cities, but it doesn't worry Meng at all since he believes they will eventually rediscover the unbreakable tie to the countryside.

Asked what he feels most proud of, Meng's answer is not about his businesses but about his children.

"I was poorly educated but both of my sons entered universities," he beams. "This is the biggest achievement in my whole life."

By Xie Fang