What enlightenment did ＂China Rural Tourism Super IP＂ bring to Chongqing to share its experience in rural revitalization？
Core tips
On June 12th, 2021 Chongqing Rural Revitalization and Cultural Tourism Industry Development Summit Forum was held in Chongqing International Expo Center. Experts from all over the country and practitioners of rural revitalization shared cutting-edge observation and practical experience. Among them, located in Guanzhong Plain, yuanjiacun, Liquan County, Shaanxi Province, which is known as the "super IP of rural tourism in China", is worth dissecting. In this forum, Zaijianwei, the leader of China Rural Revitalization yuanjiacun Research Group, brought a case study of yuanjiacun’s "Rural Life Complex Boosting Rural Revitalization".
Rural revitalization, Chongqing has great development potential. How to do a good job of rejuvenating the countryside and draw a magnificent picture of the countryside? In this issue of Weekly, we will take yuanjiacun as a case, interpret its key to success, analyze its development experience, and explore what enlightenment Chongqing rural revitalization can get from it.
Yuanjiacun’s Three Keys to Development
Yuanjiacun, Yanxia Town, Liquan County, Xianyang City, Shaanxi Province, is a small village with only 62 households and 286 people. It used to be a "rotten village" with "no oil for lighting, no cattle for farming, and no success in work", and almost no young people were seen.
There is a street in the east and west of the village, with two rows of houses in the north and south. There is neither the beauty of green mountains nor the style of the old town. Since 2007, yuanjiacun, with villagers as the main body and villages as the carrier, has devoted itself to urbanization, scenic spots and commercialization, fully restored Guanzhong folk customs and rebuilt rural life. Tourists experience rural life in all directions, from zero distance and from multiple angles, and truly realize the "integration of village and scenery", thus forming a unique super IP and well-known brand of rural tourism. The total number of tourists exceeds hundreds of millions, and the annual per capita of farmers purely exceeds 100,000 yuan. "yuanjiacun Model" provides vivid samples and examples for rural construction, development and revitalization in other places, and has become a rare phenomenon in rural areas of China in recent decades.
The first key—
Build a complex of rural life and show the original ecological lifestyle and traditional customs.
Yuanjiacun has successfully built a complex of rural life, which is one of the secrets of its success.
"Can you show and reflect the traditional customs of the countryside and the daily life of the villagers? This is an invisible but real-time resource among us. Yuanjiacun succeeded. We didn’t rely on natural resources or artificial resources, and we didn’t spend a lot of money to build a garden. Instead, we took the villagers as the main body to restore rural life. " Zhai Jianwei said that rural tourism in yuanjiacun includes villages and villages, but mainly farmers, so it can give different experiences to urban people. "You can’t move villagers out for tourism, which is a big discount on the tourism experience."
Yuanjiacun takes the traditional customs of the countryside and the daily life of the villagers as resources, and makes tourism out of nothing. The village is the scenic spot, and the home is the scenic spot. The village and the landscape are integrated, and the whole people participate. We will resolutely put an end to fancy sculptures and landscapes. The simple, sincere and lively faces of the villagers are the most unique resources.
It is worth mentioning that by implementing the strategy of "going into the city and going out of the province", yuanjiacun has implanted the rural lifestyle of yuanjiacun into the city, so that urban residents can experience rural life at their doorsteps. At the same time, through "going out", yuanjiacun has built a rural life complex project with local folk culture and historical characteristics. At present, more than 10 provinces and cities, including Shanxi, Henan, Beijing, Hubei, Qingdao and Jiangsu, are under construction.
The second key—
The third industry brings the second industry to promote the first industry, so that everyone can make money if they have business.
Zai Jianwei said that the second secret of yuanjiacun’s success lies in two local initiatives: first, it has engaged in an innovative model of rural tourism, integration of three industries; The second is to innovate the organizational model and let all villagers participate, thus putting an end to disorderly and vicious competition in the industry.
In addition, yuanjiacun has built a platform for farmers’ entrepreneurship, training villagers to become the main body of management and entrepreneurship, making them the bosses and shareholders, so that every family can have business and everyone can earn money. At the same time, market-oriented, reverse development, promote one production with three industries and two industries, and realize the integrated development of three industries.
For example, yuanjiacun has a historical tradition of making spicy seeds. Guo Zhanwu, secretary of the village party branch, restored the folk scene in this pass through creative design: under a dirt slope in Kangzhuang Old Street, yuanjiacun, an old ox, a stone millstone and a peasant woman splashed the ground chili pepper with boiled rapeseed oil, and the street was full of fragrance. This kind of experience is not only delicious food and beautiful scenery, but also memories and homesickness. Tourists buy while watching, and the products are in short supply.
The village then guided the villagers to build workshops to expand the production capacity of oil-pungent seeds and gradually industrialize them. Transforming an experience scene of tertiary industry into a processing project of secondary industry, a bottle of oily pepper, from the initial annual turnover of less than 100 thousand yuan, to the operating income of more than 8 million yuan in 2018.
The third key—
Give full play to the advantages of the village collective, so that the interests of all villagers are shared.
Yuanjiacun adjusts income distribution by means of joint-stock cooperation, avoids polarization, successfully solves the problem of increasing the income of all villagers, and fundamentally ensures the sustainable development and rural revitalization of yuanjiacun, which is also the third secret of the success of "yuanjiacun Model".
Take the pepper professional cooperative led by the village collective as an example. At first, a farmer in yuanjiacun used yellow cattle to grind peppers, which was very popular with tourists and promoted the sales of peppers. According to the past practice, when villagers see which industry is profitable, many industries will emerge overnight, which will lead to similar industries and homogeneous competition of products. However, in order to protect this industry, we should explore ways to build cooperatives through villagers’ shareholding, realize the healthy development of the industry and drive the villagers’ income. Today, through this model, the sales of pepper industry has exceeded 15 million yuan.
To put it simply, yuanjiacun’s success has solved three problems: first, how to get people to come; second, how to make money; and third, how to divide the money.
Learning from yuanjiacun, Chongqing can exert its strength in these aspects.
Dialogue guests > > >
Researcher, Chongqing Academy of Social Sciences, Ding Zhongbing
Director of Rural Industry Division, Agricultural and Rural Committee of Aifeng City
Wu Wencong, Party Secretary of Dashi Township, Dianjiang County
Secretary of the branch of Hejiayan Village, Huatian Township, Taotao Youyang
The development of rural industries should pay attention to exploring the multiple functions of agriculture and rural areas.
Chongqing Daily: yuanjiacun first sold a kind of homesickness, a way of life, and then developed a variety of industries. So how can we jump out of the industry to develop industries when developing rural industries?
Ding Zhongbing: The development of rural industries should pay attention to exploring the multiple functions of agriculture and rural areas. In China, the countryside is not only a production space for agricultural products, but also a living space full of homesickness and returning to nature. It is an activated display space for Chinese traditional excellent culture and a long-standing farming civilization, and an ecological space for people to live in harmony with nature. Especially in the background of increasing urban population and people’s income level, the functions of production, life, ecology and culture in agriculture and rural areas increasingly show their scarcity of resources and unique value.
At the same time, although many mountainous villages in Chongqing do not have comparative advantages in grain production and bulk agricultural products production, their natural ecological environment is generally good, their folk customs are simple, and their traditional production and life forms are well preserved. We can learn from the experience of industrial development in yuanjiacun, Shaanxi Province, and strive to build a rural life complex to attract people from the city to experience life in the countryside, so as to build rural tourism into a leading industry and leading industry for the revitalization of rural industries.
Ai Feng: Chongqing also has a similar local rural industry of "integration of three industries". For example, Fuling mustard tuber, Jiangjin pepper, Tongnan lemon, etc., all of which have a good industrial base, have developed a whole industrial chain from seedling raising to planting, processing, cold storage, sales and transportation, and integration of agriculture and tourism. The biggest common point in the cultivation and development of these industries is to jump out of the industry itself to develop.
Compared with industrial development, in fact, we should learn from yuanjiacun’s ability to develop, cultivate and make a name for itself through village collective stock cooperation. Combined with the actual situation, Chongqing put forward the idea of building industrial clusters in different levels for the development of rural industries. Based on the extension of industrial chain and the expansion of industrial functions, a number of rural advantageous industrial clusters with hundreds of millions of towns and villages, tens of billions of districts and counties, and hundreds of billions of modern mountainous high-efficiency agriculture were built. At the same time, according to different business entities, we should create corresponding industrial alliances and industrial consortia to solve various problems in the development of the whole industrial chain of rural industries, and then promote the high-quality and efficient development of rural industries.
Wu Wencong: Dashi Township and yuanjiacun have similar historical and folk cultural resources. We can learn from yuanjiacun’s practice of showing local people’s original ecological life and traditional customs to develop rural tourism. As a national intangible cultural heritage, Dashi bamboo weaving has been included in the rural revitalization plan. Dashi Township has a historical tradition of bamboo weaving, and some villagers still have the skills of weaving Dashi bamboo weaving. We can learn from yuanjiacun to show the living conditions of these people to tourists, and at the same time, we will force the scale and industrialization of the secondary production of Dashi bamboo weaving through tertiary tourism. In addition, with the help of the planning of agricultural cultural tourism, Dashi bamboo weaving will "go out" and become a national-renowned cultural tourism product.
Tao Tao: Hejiayan Village has become a well-known "online celebrity Village" with terraced fields and Gong Mi. We must also learn from yuanjiacun how to create unique homesickness symbols, such as how to attract tourists to spend deeply with the original ecological Tujia diaojiao building and original traditional farming culture.
The development of rural industries needs to be transformed and upgraded from product economy to experience economy.
Chongqing Daily: In the process of development, yuanjiacun’s industry has undergone transformation and upgrading. What enlightenment does this have for the development of rural industries in Chongqing?
Ding Zhongbing: The development of rural industries should strive to realize the transformation and upgrading from product economy to experience economy. Experience economy is an economic type that relies on service and makes consumers leave a deep impression or rich feelings on something or phenomenon through feeling and memory.
At the same time, in the process of developing rural tourism, yuanjiacun does not simply provide tourists with sightseeing products, agricultural special products and tourist souvenirs, but focuses on providing rural life experience, farming experience and holiday and leisure experience for urban people, leaving a good feeling for people to go and want to go, thus realizing the sustainable development of rural tourism. Many villages in Chongqing can learn from yuanjiacun’s industrial development experience, vigorously develop in-depth experience-based rural tourism, expand the profit space, and enhance the ability of sustainable development.
Tao Tao: At present, with the help of the municipal rural revitalization and assistance team, Hejiayan Village has realized the integrated development of agriculture, literature and tourism with the resources of terraced fields, traditional farming culture and ancient villages, and has transferred more than 50 sets of idle farmhouses through the village collective to build rural villagers’ houses. At the same time, through land transfer, the village collectively built 10,000 mu of terraced fields, which promoted the villagers to increase their income through multiple channels while expanding their industries.
The village also signed an agreement with Youyang Tourism Investment Company on the overall development and construction of Hejiayan rural tourism, preparing to build a camping base and a landscape glass plank road to create a boutique rural tourism product. At the same time, the Huatian terraced fields and the Cangpugai prairie backed by them will be bundled and planned to build a demonstration zone for leisure and cool. We will also build a 26-kilometer-long rural tourism loop, where tourists can not only taste the Gong Mi and local honey, but also visit the alpine grassland, enjoy the scenery and enjoy the cool, and have a leisure holiday.