In 1995, Xu Zheng returns home to inherit the mountain goods shop and contracted land left by his father, but is tricked into Zuling Ridge by his adoptive brother Xu Chengye, who covets the family property, and pushed toward a brown bear. At the moment of life and death, a blood-stained jade pendant allows him to refine the brown bear, giving him his only avatar, 'Mountain Lord'. From then on, Xu Zheng relies on Mountain Lord to delve deep into dangerous mountains, hunt wild boars, seek rare medicines, save fellow villagers, and protect Zuling Ridge. Not only does he resolve his life crises, but step by step he takes back his family property and opens up sales channels for mountain goods.