Based on the case study of a village in Hubei Province,this paper probes into how the new rural endowment insurance is carried out in the countryside.It is found that the mode of embedding serves rather efficient to achieve the purpose of insurance implementation in an all-rounded manner,particularly under the assistance of village officials.It is also found that this insurance has been universally-accepted and considered an essential part of the multi-dimensional care for the retired.It can be finally concluded that the successful embedding of this insurance relies on village officials,its quality and the demand of farmers.