Ma Chenggang, a wealthy man in Xihong City, worries that his eldest son is too spoiled to succeed him. Determined to raise a capable successor, he takes an unconventional approach. They conceal their wealth, moving the family to a dilapidated neighborhood, and maintain an illusion of poverty, so that his son could develop qualities such as hard work, knowledge, careful budgeting, physical fitness, and perseverance.

For family reasons, Zhong Bufan, a young man from a small town, flees his home to try to reach Beijing. On the way, he crosses paths with Ren Jiqing, an old man suffering from Alzheimer's disease who mistakes him for his son.