Paint your hair as leaves to match the magnolia trees on your head, cross the laneways and enjoy a go-kart race in the playground, and stroll down the streets with moving music that tells the new changes of the old village.
During this year's Spring Festival, the "678 Art Era" cultural and creative project initially built in the new four oil press villages in Hengli Town, Dongguan City, "opened its doors to welcome guests", and the old village, which had no historical relics, lacked celebrity stories, and a vacancy rate of 90%, was transformed into a rural cultural tourism network red place that attracted nearly 10,000 people every day and more than 80% of young people to punch in.
Iconic wall painting in the "678 Art Age"
From scratch, cultural and creative projects inspire vitality
In the evening, the village of Xinsi Oil Press was crowded, and at this time last year, it was still an old village with a vacancy rate of nearly 90%.
"The oil press village project can be said to have been planned for a long time. Because of the lack of historical resources in the new four villages, there are almost no historical relics and celebrity allusions in the village, and the cultural heritage is relatively weak. Zhou Xuelun, secretary of the Party Committee of Xinsi Village, said bluntly that rural revitalization should retain nostalgia, retain memory, and have the support of industry. How to build creative industries in resource-poor villages and stimulate the vitality of old villages is a problem that has plagued the development direction for many years.
New Four Villages is located in the northeast of Hengli Town, east of Dongguan, composed of four natural villages of Oil Press Village, Xiaotiantou, Xiaokengwei and Huangtang, with a registered population of 2366 people and an external population of nearly 30,000 people, and the total income of the two levels of the village group in 2020 is 40.109 million yuan, of which the economic strength of oil press village is relatively good.
Since being elected secretary of the village party committee in 2014, Zhou Xuelun has organized many cadres and masses around the construction of beautiful villages, actively mobilized villagers to form a "project founding team", and went to Shenzhen, Shunde and other areas to investigate, and finally decided to use the oil pressing village as a pilot to create an art and commercial complex for modern rural revitalization. The "678 Art Era" comes from this: architecture in the 1960s, styles in the 1970s and 1980s, and commercial formats with literary creativity.
The village painted a post office painted on the wall according to the characteristics of the old house
It is reported that the "678 Art Times" project in oil press village has set up a "678 Art Times Company" at the beginning and implemented a shareholding system. The village collective, founders and project operation team occupy 51% of the company's equity to facilitate the decision-making and operation of the project, and the remaining equity is cited.
"This advantage is that it not only fully involves the villagers, enhances their enthusiasm, but also ensures the relatively independent decision-making power of the operation team." Zhou Xuelun said frankly that the villagers in this model are not only housing lessors, but also become one of the members of the project, and the operation team is not only the operation, the team also has equity investment, which can avoid the phenomenon of abandonment because the project team "only takes money and does not invest".
"Let professional people do professional things." During the interview, Zhou Xuelun mentioned this point many times, which is also the reason why "678 Art Times" has always insisted on "villagers participating in the establishment of companies for market-oriented operation".
Nowadays, the "678 Art Era" has become a characteristic Internet celebrity attraction in Hengli and even Dongguan, and nearly 20,000 people come to "punch in" a day during the peak period. A 678 art era of "making something out of nothing" has made the New Four Oil Press Village, which has been silent for many years, full of vitality and vitality.
The exploration does not stop, and the cultural connotation retains nostalgia
At the time of dinner, in the "678 Art Era" cultural and creative block, the Little Bear Playground ushered in a brief calm.
In July this year, Zheng Xiaoting, a villager who married into Xinsi Oil Press Village, rented this land of more than 1,000 square meters and made it a playground loved by children. "On weekends, it's bustling, and the most popular is the go-kart, which is always lined up." Zheng Xiaoting pointed to the small track next to it and said, "Because of the popularity, we chose this place, as a villager in this village, and I am also full of confidence in the future development of this project." Next, she will introduce more rides to create a children's playground hidden in the old village.
Go-kart track in the Cubs Playground
This is one of the many young people who have returned to the new four oil press villages, the "678 Art Era" is on fire, and the young people in the village have also returned. According to the relevant person in charge, "There are 24 shops in the first phase of the Art Times project, of which 5 stalls are operated by young people in the village. The "678 Art Times" project focuses on strengthening the "return attraction" of local young forces, and will have certain preferential treatment for talents in the village in terms of business attraction and operation and maintenance management.
Zhou Meiling's "Sister B", who is in her early 30s, is one of the beneficiaries.
At lunchtime, "Sister B" was busy in the shop as usual. Originally running a tea stall in other places, under the mobilization of village cadres and her own many inspections, she finally won a frontage shop in the cultural and creative block, the shop area is not large, but the business is very good, and the signature dish "Sister B Lemon Tea" can sell four or five hundred cups a day at the peak time. "The popularity here is getting better and better, in addition to providing us with a six-month rent-free period, it will also control the number of the same format and avoid vicious competition, which is much better than I opened a store elsewhere." Zhou Meiling said.
The addition of young people has rejuvenated the vitality of the old village, and the trend Coldplay culture is also continuing to integrate into the development of the "678 Art Era". "Culture is the only way to retain people." Zhou Zhilun, one of the founders of "678 Art Times", introduced to reporters: "Dongguan is a 'basketball city', so we are planning to build a basketball culture street in the cultural and creative block, and then we will introduce film and television and e-sports culture, while improving the supporting infrastructure, making it a gathering place for trend culture and attracting more young people." ”
【Written by】 He Qiying, Shi Mei, Liu Yuanzhong
【Photo】 He Qiying
【Author】 He Qiying, Shi Mei, Liu Yuanzhong
【Source】 Southern Press Media Group South + client