The Li family was in trouble because Wang Ya couldn't keep a secret. For days, a constant stream of beggars had been knocking on their door. As for why they singled out the Li family, it was clear someone must have pointed them in this direction.
Every village is the same: there are good people, and there are jealous people. As long as everyone is on the same level, it's all smiles and friendliness. But if you get ahead of them, some people get salty. They'll always look for ways to make trouble for you. It's the classic "hating the rich" mentality.
