Zhou Zhihong, a full-media reporter of Hunan Daily, photographed by Li Meihua
Hunan Daily all-media reporter Li Meihua correspondent Zou Guodong Liu Qiong
【Well-off Index】
Zhou Zhihong, 44 years old, a native of Tianping Village, Shanshan Town, Louxing District, Loudi City. In 2012, he resigned and returned to his hometown to start a business and open a farm. In 2018, the Phoenix Villa Characteristic Industrial Park was built, mainly engaged in leisure farms, agricultural and sideline products processing and sales, handmade soap DIY (self-made) experience workshops, etc., with an annual turnover of more than 5 million yuan. Driving more than 50 surrounding farmers to increase their income steadily, last year helped villagers sell about 3 million yuan of agricultural products, and arranged for many villagers to find employment in the villa.
【Dream Story】
There is a "golden phoenix" hidden in Dashishan Village, Shanshan Town, Louxing District, Loudi City: Zhou Zhihong, a villager who returned to his hometown to start a business, turned the adobe house into a leisure tourism punch card, which not only realized his dream of getting rich, but also led the villagers to increase their income steadily.
On November 4th, the morning fog gradually dissipated, and the sunlight sprinkled through the clouds under the Dashi Mountain in Tianping Village, and the Phoenix Villa founded by Zhou Zhihong appeared in front of the eyes. Golden grapefruit hanging branches, osmanthus flowers wafting in the courtyard, orange groves, hydrangea exhibition area, cafes, handmade soap DIY experience workshops are lined up.
The owner, Zhou Zhihong, took the reporter to stroll through the villa, and a story about her and the Phoenix Villa slowly unfolded.
Dreams become life
"I want a big house, facing the sea, with spring blossoms." The dream woven by the poet Haizi is the life that Zhou Zhihong yearns for.
The ideal is "plump", and the helpless reality is "bone feeling". In 2000, Zhou Zhihong married into Tianping Village, and the marriage room was two dilapidated adobe houses.
Zhou Zhihong, who refused to admit his fate, went out with her husband to work hard, saved some money to renovate the house, and planted flower seedlings in the courtyard; There was no sea, so I contracted a fish pond in front of the door.
"Every grass and tree, every sand and stone in the countryside is a building material, and the key is to make effective use of it." Zhou Zhihong introduced that the house is made of local materials, and the river stone rock slabs, bamboo canes, and strip stones are skillfully used to maintain the original ecological charm of the countryside.
Year after year, like a swallow nesting, the dream house begins to take shape. "Home is a dream, far away is life, how to choose?" Zhou Zhihong said that there were "ambitions" at that time, and both wanted.
In 2013, Despite his family's objections, Zhou Zhihong took all his savings and returned to his hometown to use a house to open a farm in Phoenix Villa.
Seemingly impulsive, in fact, Zhou Zhihong has calculated for a long time: on the one hand, the village is less than 15 minutes away from the urban area, and the advantages of the suburbs are obvious; On the other hand, he has been engaged in management and sales work for many years, and his operating experience is relatively rich.
Aiming at the goal, Zhou Zhihong used his brain to make a fuss from the customs and customs of the land and seek a breakthrough on the social platform. "Photographing the scenery of the four seasons of the villa, farmhouse food and local customs and habits, in the form of pictures and videos, regularly pushed to the circle of friends, Weibo and so on." Zhou Zhihong introduced that in this way, Phoenix Villa attracted wave after wave of tourists to punch in, achieving a turnover of more than 400,000 yuan in the first year and successfully "going out of the circle".
"Boss, book a big box." In the chat with reporters, Zhou Zhihong received a series of food ordering calls. She said happily that riding on the east wind of poverty alleviation, the infrastructure in the village is getting better and better, and the business of the farmhouse is becoming more and more prosperous, with a turnover of 20,000 yuan at most in a day.
Elongate the chain to retain customers
The entrepreneurial process is not smooth, but full of ups and downs. In 2017, a number of surrounding farms emerged, and Phoenix Villa was affected. "The most dismal one, for 3 consecutive days, without a single guest." Zhou Zhihong said that at that time, the operating income plummeted, and the cost of employees' salaries and other expenses was pressed on her like a mountain.
In the face of difficulties, Zhou Zhihong thought about breaking the situation from the perspective of consumers: "You can't only tie the stomach of the guests, but also keep the hearts of the guests, in order to lengthen the consumption chain." ”
In order to retain guests, Zhou Zhihong relied on the natural landscape of Dashi Mountain, circulated at the foot of the mountain, leased nearly 500 acres of wasteland, built 8 entertainment and leisure areas such as flower bonsai base, oil painting room, self-service barbecue, etc., and created a characteristic industrial park integrating eating, shopping, traveling and entertainment, and doing the integration of culture and tourism. Visitors to the park can climb mountains, sketch, carry out team building activities, etc.
Zeng Dan's family, who came on a special trip on the weekend, divided into three ways after lunch: the husband sat quietly fishing, the children experienced making handmade soap, and Zeng Dan learned flower arrangement and potted plant maintenance skills. "After playing most of the day, the trunk of the car is stuffed with hydrangeas, hand soap, oil tofu, native eggs and other 'booty'." Zeng Dan smiled and told reporters that buying goods on the spot has a stronger sense of experience, and it is worth the trip.
At present, the Phoenix Villa Characteristic Industrial Park receives more than 100,000 tourists every year, with a turnover of more than 5 million yuan.
"Next year, we will start the third phase of construction, develop homestays and Zen culture parks, create a health brand, and leave tourists for the night." Focusing on the long term, Zhou Zhihong came up with big ideas.
"One industry" brings the rich side
In Tianping Village, villager Yan Qingyuan picks fruits and vegetables to sell, and from time to time leads tourists to his own orange grove to experience picking. "Help phoenix villa to bring in tourists, and the family's agricultural products will not worry about selling." Yan Qingyuan smiled and said that last year, he sold 7,000 kilograms of oranges in front of his home and earned more than 20,000 yuan.
Relying on the industrial park, Zhou Zhihong mobilized the villagers to plant rice and raise native chickens. Through the establishment of agricultural products exhibition and sales areas, e-commerce platforms, etc., unified acquisition and help sales, the formation of production, supply and marketing integrated operation system. Last year, it helped villagers sell about 3 million yuan of agricultural products and reached long-term supply and marketing agreements with more than 50 farmers.
"What's even happier is that I let the young people stay in the village." Looking at the vigorous employees, Zhou Zhihong said "triumphantly" that of the 15 permanent employees of the villa, 9 young people were young.
"Going out to work to eat and live costs a lot, a stable monthly income of more than 3,000 yuan at home, you can also take care of children, and your little life is comfortable!" "Post-90s" who have worked in Phoenix Villa for 6 years," said Ai Jinglan.
Zhou Zhihong said with a smile that she plans to hold a hydrangea festival every year from next year to create a cultural tourism brand and help rural revitalization with flowers to meet friends and promote festivals.
■ Dream Fulfillment Testimonials
Happiness is on your doorstep
Zhou Zhihong
After working hard for 12 years, with the love and pursuit of rural life, he returned to his hometown to establish an ecological leisure farm. In the past, it was sparsely populated, poor and backward, and now it has become a rural tourist resort with fragrant melons and fruits and thriving industries. Villagers no longer have to go to distant places to sell, send agricultural products or lead tourists to their own fields to pick them, and they can sell them for a good price. With the development of the industry, more income can be added to the villagers in the future.
Happiness is on your doorstep. I hope to lead the villagers to vigorously develop leisure agriculture. I firmly believe that as long as the direction is correct, the road is right, according to local conditions, and scientific planning, everyone's dream of a beautiful countryside will certainly be realized.
(Arranged by Li Meihua)
![Dreaming is really the happiest thing in life. Many people have dreams, and put into action, and finally realize the dream, they live a solid and peaceful life, they are happy and happy to live every day[fig]](data:image/gif;base64,R0lGODlhAQABAIAAAP///wAAACwAAAAAAQABAAACAkQBADs=)