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In recent years, rural tourism has grown strongly and developed rapidly, becoming a shining spot. Many rural models that focus on non-operating operations are facing a more “hollowing†situation, but there are also many transformations, physical upgrading, and the realization of tourism, rural areas, and industrial villages, which have led to a significant increase in the return of rural population and income. The business management model + creativity behind it is playing a unique and significant role.
Below we look at three cases:
Success case one
How does Moganshan Homestay achieve annual revenue of 350 million yuan?
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Located in Moganshan Town, Deqing County, Zhejiang Province, about two hours drive from Shanghai, the homestay of Cuizhushan is dotted. According to official data, in 2015, there were nearly 100 boutique B&Bs in Moganshan Town, achieving direct operating income of 350 million yuan. The price of the local hotel for one thousand yuan a night has become a standard, some even reach three or four thousand a night, and the peak season needs to be booked one month in advance.
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Compared with today's hot, more than a decade ago, Moganshan Town was another look. Although the Moganshan Scenic Area is in its territory, the local area does not enjoy the benefits of the tourism economy. As a water source, all polluting industries in the Moganshan area have been retired, and there are few other sources of income other than small-scale farming and sporadic farmhouses.
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Thinking behind success
In 2004, South African businessman Gao Tiancheng discovered during the tour that the tranquility of the Moganshan countryside is very suitable for urban leisure, but the low-grade farmhouse can not meet such needs. Gao Tiancheng felt that this was a business opportunity. He rented six dilapidated old houses in a village and transformed them into "foreign music" through careful design.
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Gao Tiancheng believes that the farmhouse in Moganshan is integrated with the local natural and cultural environment. Through the use of old objects and space design, it can meet the leisure and holiday needs of middle and high-end people. Later, he rented the old houses one after another, and created a boutique hotel with a design aesthetic and a local element, which attracted many tourists.
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Gao Tiancheng's experiment opened a new industry for Moganshan, and many investors followed suit to create a boutique B&B, which was once vacant or abandoned, and revived. In recent years, the “counter-urbanization†lifestyle that has emerged among the mid- to high-end consumer groups has caused more and more people to flood into Moganshan.
Driven by the property industry, the rent of Moganshan farmhouses has doubled every year. In addition to the rent income, some local villagers also started a waiter at the hotel. In addition, the vegetables and fruits planted by the villagers are supplied to the homes each year at a slightly higher market price.
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The local government has also played an active role in the development of the entire property industry. Deqing County Government has determined that boutique B&B is one of the development directions of rural leisure tourism, and has given relatively loose policies in the renovation of old houses.
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The effective combination of investors, villagers, local governments and various factors has made Moganshan Homestay an excellent example of rural innovation and development. In October 2016, Moganshan Town was selected as the first batch of towns with Chinese characteristics.
Success Story 2
Yuanjiacun: lack of mountains and water, but the bigger the bigger
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Yuan Jiacun seems to be ordinary, but there are many doorways, not everyone can copy it. So why is Yuanjiacun so hot? 1
All the people are soldiers, using industry to adjust farmers, common prosperity
Yuanjia Village is located in Guanzhong Plain. There are 62 households with 286 people in the village, with a land area of ​​660 mu. There is no shortage of mountains and water, natural and human conditions are not prominent, and it is not a "typical village" supported by the government. However, the village cadres of this village led the villagers to find ways and ideas, and they worked together to open up a new world of development with the unique characteristics of Guanzhong “farmhouse musicâ€.
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Focus on what we can do
Yuan Jiacun Guo Shuji concluded that the theme of Yuanjiacun is Guanzhong folklore. Why don't we do red Yan'an, why don't we do Tang Zhaoling, Tang Zhaoling is behind us? We don't do it because they don't have anything to do with our lives. We have to do a rural life in the middle of the road. What we say, our clothes, many of our things are part of Guanzhong folklore. I feel that I can do this thing, we can't do anything else, and we won't do it. â€
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The essence of Yuanjia Village's sustainable development is to continuously innovate its industrial form. Driven by the village cadres, Yuanjiacun first built the “farmhouse music†operated by the peasants, and later built a special snack street, which attracted special resources such as catering and tourism goods, and improved the level of rural tourism. Later, it created “Yuanjiacun under the moonlight†to develop nighttime economy such as hotel accommodation and bars, and also realized “all-people participation and common prosperity†through the establishment of joint-stock companies and mass-shares.
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Good prospects have allowed Yuanjiacun people to go out to work in the village. In 2007, many villagers now earn 10 times as much as they are working. According to the introduction of the village cadres, each villager can now guarantee an annual income of 200,000 yuan, and almost all of the more than 20 young people working outside the home will return to the village. Yuanjiacun also promoted the development of 10 surrounding villages and absorbed more than 2,000 foreign villagers to work here.
Success Story 3
Once the bachelor village became the most beautiful country today
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Before 2012, Bajiao Village was still a well-known “poor villageâ€. There are 120 households in the village, almost all living in old tile houses and thatched houses. The sanitation is poor and the income of farmers is lower than the average level of the town. "There are 119 households in the village. In the past, there were more than 40 bachelors. The saying of 'single village' has made the villagers and village cadres feel a headache. "It is not drunk playing cards, that is, the conflict is constant, and the outsiders are afraid to enter the village. Gao Yong, the secretary of the Party branch of Nanban Village, who was the head of the villagers in Bajiao Village, said frankly that the villagers’ lack of motivation for development and lack of self-motivation, and the inefficient industries, Baqiao Village, have not shown signs of getting rich.
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Start changing:
The change took place in 2012. In this year, Baisha included Bajiao Village as a “beautiful village†to create a plan. It took a total of 30 million yuan for the farmers to make a point, the government to make a point, the bank to lend a little, the collective to make up a little, and the company to do a little. The transformation of the village has allowed every household to live in a two-story building of 143 square meters. The horizontal and horizontal Linyin Village Road replaced the muddy dirt road, saying goodbye to the rainy season, the village is full of muddy soil and sewage. Beautiful village environment, but also the hearts of the villagers. With the start of the construction of beautiful villages, the villagers began to go out to work on their own initiative. The spirit of the villagers changed and more people contacted. More than 40 new daughter-in-laws came back one by one - "The Bachelor Village" became history.
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The villagers of Bajiao Village started the B&B by the opportunity of the overall development of Bangxi Town. They also set up the Bajiao Village Leisure Tourism Agricultural Cooperative, launched all the villagers to buy shares, and ate the tourist meal.
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Relying on the location advantages and ecological advantages of Bajiao Village, the village established the Bajiao Village Leisure and Tourism Agricultural Cooperative to guide the villagers to participate in tourism development. In addition, Bajiao Village also integrated 14.6 million yuan to start the construction of leisure farms, and built a comprehensive agricultural leisure park integrating bed and breakfast, catering, self-driving and holiday, so that the whole village realized a tourism income increase of 150,000 yuan last year.
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After more than four years of construction, in mid-October 2015, the Ministry of Agriculture announced the list of “China's Most Beautiful Leisure Villages†in 2015. Bajiao Village was among the “Special Folk Villages†and became the only selected person in the western part of Hainan.
Thinking behind the success story
1. Need to be positioned accurately, adapt to local conditions, and create a cultural and experiential link that suits you;
2. Entrepreneurship is required for all people, and the interests of all people are tied to an industrial chain to form a scale of catering and accommodation. At the same time, through the cooperatives, the advantageous projects are managed by shares, and the villagers are encouraged to become rich together;
3. Through tourism, drive traditional agricultural production and improve the bargaining power of agricultural special products.
4. Rural tourism must consider objective reality. It cannot be considered as "the rural area can develop rural tourism". It is necessary to make scientific demonstration and planning for investment and development projects. If neglecting important factors such as transportation, accommodation, folk culture, industrial structure, and the interests of indigenous peoples, it will eventually lead to investment projects not becoming wealth.
Reflection case
Leading village: Qingshan Xiushui but business is deserted
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Population: 846 households with 3,176 people, the village covers an area of ​​35 square kilometers, and the cultivated land is 3,900 mu;
Rapidly promoted by the government;
After a long time in 2012, it has been gradually deserted since 2013;
The tourism industry has not yet been strengthened, nor has it formed other scale industries. It is difficult for farmers to find other ways to get rich after the land transfer. The young and middle-aged laborers are basically working outside the country; lack of market leadership and industry drive, and development is slow.
The analysis behind the leading village is gradually deserted:
Entering the leading village of Pingli County, Ankang City, at the junction of Shaanxi, Hubei and Chongqing, you can see at a glance, the "White Wall, Qingwa, Matou Wall, Lattice Window" Huizhou residential buildings and the beautiful scenery of Qingshan Xiushui. There are 846 households with 3,176 people in the village. The village covers an area of ​​35 square kilometers and cultivates 3,900 acres. Leading Village is 5 kilometers away from the county seat and five hours from the provincial capital Xi'an.
In fact, since the beginning of three or four years ago, the development of leading villages has government-led factors. For this reason, the leading village soon built a characteristic street such as the antique street, the Qin Chu agricultural culture park, the sightseeing tea garden, and the infrastructure and living conditions improved significantly.
However, after a long time in 2012, the leading villages have gradually become deserted since 2013: apart from important holidays, there are few tourists here, and 10 workshops with local characteristics, such as winemaking and tofu, which have been built earlier. The three or four houses were closed down, and the shops on both sides of the antique street were basically “placementâ€. A villager said that although the characteristic houses have been built, there is not much way to make money, "it can't drive economic development."
According to the local villagers in the leading village, the core scenic area of ​​the leading village is about 9 square kilometers, involving 550 villagers, of which about 90% of the farmers have transferred the land, and the land area is 2,000 mu. The current circulation cost is about 750 yuan per mu. .
However, as the tourism industry has not yet become strong, and the village has not formed other scale industries, it is difficult for farmers to find other rich roads after the land transfer, and the young and middle-aged laborers are basically working outside. Villager Jiang Hongwei exclaimed: "The government has created a good environment. If people go out, they will lose their meaning."
After reading these three successful cases and a failure case, what inspired you? The four cases were also supported by the local government, and the results presented were quite different. Is it the difference between local government policies? Or is it different in the actual operation method? If you want to step into the door of rural tourism, you have all sorts of doubts and want to take the "coming people". On February 4, 2018, the document No. 1 of the Central Committee on the Implementation of the Rural Revitalization Strategy was published. It is a year of “leisure agriculture and rural tourismâ€. By 2050, the countryside will be fully revitalized, with strong agriculture, rural beauty and peasant wealth. Fully realized; rural revitalization, industrial prosperity is the focus. We must adhere to the quality of agriculture, green agriculture, and the agricultural supply-side structural reform as the main line, accelerate the construction of modern agricultural industrial systems, production systems, and management systems, improve agricultural innovation, competitiveness, and total factor productivity, and accelerate the realization of agricultural powers. Transforming to a strong agricultural country.
★ 2018 Rural Revitalization + Pastoral Complex + Featured Town Summit
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[peak time]
May 17-19, 2018
[Place of the Summit]
China â— Wuxi
[Participant]
1. Leaders of governments at all levels and relevant departments; 2. Chairman, general manager and senior management team of real estate enterprises; 3. Executives of tourism development, characteristic towns, leisure agriculture, farmhouses, health care, investment institutions, etc.; Middle and high-level leaders of planning, gardening, architectural design, etc.
ã€organizer】
Huacheng Huiwen Chuang Technology Co., Ltd., Garden East
[Contact Phone ] 183 1019 4058 Manager Li
[Company introduction, previous style]
Summit content
☆ How to implement the “Village Revitalization Strategy�
☆ How to achieve the overall requirements of the rural revitalization strategy?
☆ How to solve the land problem?
☆ How to seize the rural revitalization of the trillion-dollar market?
☆ How to accurately obtain the “Outland Complex†support fund?
☆ How to seize the policy opportunities of the characteristic towns and pastoral complexes?
☆ How to cultivate and introduce characteristic industries and crack the tendency of “real estate�
☆ How to judge the idyllic complex, the characteristic town detonation format and industrial layout?
☆ How to broaden the investment and financing channels of “idoral complex†and “characteristic town�
☆ How to promote the transformation of traditional farms, farms and cooperatives into an idyllic complex?
☆ How to create a business model of continuous cash flow in the pastoral complex and characteristic town?
☆ How to make the new consumption industry with the integration of culture and technology, new industries and profit models detonate the trillion-dollar idyllic complex and characteristic town market?
VIP seat project inspection:
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This article was first published on the WeChat public account: Real Estate O2O Research Institute. The content of the article belongs to the author's personal opinion and does not represent the position of Hexun.com. Investors should act accordingly, at their own risk.
(Editor: Yue Right HN152)
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