What agricultural landscape is hottest this spring? Colorful canola flowers must be on the list. On March 13th, the small farmers and the editorial team came to Baohua Village, Tuanjie Town, Pidu District, more than ten kilometers away from Chengdu, and visited the happy table created by the Shudu Baohua Tourism Professional Cooperative - Tianlilao Ecological Experience Park. Once at their destination, small farmers are captivated by the sights in front of them: endless colorful rape flowers and bustling tourists, while the roadside is filled with a variety of local products, which can be believed to be a small village on the periphery of the city.
What does it take for a small village on the outskirts to attract so many tourists? How does a tourism professional cooperative drive the surrounding economic development? With these questions in mind, we met the planner behind this lively scene, Ni Kaizhi, co-founder of Shudu Baohua Tourism Professional Cooperative, and began today's interview.
One
Colorful canola flowers + night light show
walk! Go to Bowa Village to see the strange!
"Most of the tourists who come in succession are because of colorful rape flowers, which is also a clever trick for us to attract tourists," Ni Kaizhi, one of the initiators of the project, confidently introduced: "This time is a colorful rape flower, and in a while we will hold more distinctive and experiential lobster festivals, music festivals, rice and fish festivals, farmers' harvest festivals and other forms of theme activities and parent-child activities." According to different seasons, corresponding flowers, vegetables and fruits are planted. Regarding how to attract tourists, we have made some efforts, and now it seems that the effect is still good. Two days ago, Sichuan Satellite TV also came here to report on colorful rape flowers! ”
As the interview progressed, we gradually learned the story behind the happy table. It turned out that Ni Kaizhi was not a native of Sichuan, his hometown was in Jiangxi, and the reason why he finally chose to take root in Sichuan was a more legendary experience.
All this is due to the "5.12" Wenchuan earthquake in 2008, when he was a regional director of an IT company in Shenzhen, and he already had a wealth of professional experience, stable partners, and good career development. After the earthquake, he was eager to help the victims of the disaster on his own, because his hometown of Poyang, Jiangxi, had been hit by floods, and he had personally experienced the despair, pain and displacement after the disaster. To this end, Ni Kaizhi came to the disaster area thousands of miles away, became a frontline volunteer, lived in a tent every day, and although life was hard, his heart was extremely full. Hearing this, the small farmers couldn't help but have a little more respect for Ni Kaizhi.
After the disaster relief, Ni Kaizhi began a new journey in his life, he did not return to Shenzhen, but stayed in Sichuan, joined a public welfare organization, and two years later, he and his like-minded friends founded a social service organization focused on serving farmers' cooperatives "Yizhong Community Development Center", a road he has been walking for 12 years. Now he is not only a professional manager of public welfare, but also founded the Nongshi Network and cultivated more than 100 farmers' cooperatives from scratch. Therefore, with the support of rich experience, Ni Kaizhi, Together with Baohua villagers and Xinxiangxian, initiated the establishment of the Shudu Baohua Tourism Professional Cooperative, and single-handedly incubated the happy table - Tian li Lao Ecological Experience Park.
Night view of the happy dining table
The Happy Table Program was launched in January 2020 and was officially established on April 22, 2020 after several months of preparation. At present, the happy table covers a total area of 236 acres, and 186 acres of light color rape flowers are planted. Next, corn, tomatoes, pumpkins, passion fruit and other fruits and vegetables will be planted successively, combined with fishing, sightseeing, fruit and vegetable picking and other projects. Not only that, the various fruits and vegetables produced by Happy Table Farm are all certified organic green ecological products, which is also a highlight of attracting people. Coupled with the escort of their own technical personnel, for example, this year's colored rape flowers are the latest agricultural technology specially introduced by agricultural technicians.
In fact, the happiness table is mainly about the "night market economy", and the most beautiful scenery is at night, which is another magic weapon for us to attract tourists. The variety of lights and water mist will make the happy dinner table at night present a beautiful effect. "Listening to Ni Kaizhi's introduction, let us especially look forward to the coming of the night."
Two
Specialty dining + organic farming
Tian Li Lao - Re-measure the distance from the countryside to the table
The white tents standing on the countryside attract special attention, which turns out to be the specialty of the happy table. "It's not enough to attract citizens by scenery, but how to turn tourists into guests is the most important thing." Ni Kaizhi said: "At this time, the main food of the happy table, ecological organic fish, should be on the scene. Don't underestimate the ecological organic fish we raise in the mountains, it is a deep-water fish from Shengzhong Lake in the southern county of Nanchong City, the meat is fat and tender, coupled with the vine peppers grown locally in Sichuan, even the soup is delicious, very popular with tourists. In addition, there are special hot pots, barbecues, and lobster festivals and roast sheep festivals according to different seasons. Let the tourists come once and want to come a second time, and there will be surprises every time. ”
Next, small-scale farmers learned that the Shudu Baohua Tourism Professional Cooperative has a complete supply chain, realizing seamless docking from the pastoral to the table. In addition to the organic vegetables grown on the farm for tourists to pick, the rest will be served directly to the table. This supply and marketing integration model perfectly solves the sales problem. The happy table design ordering system has achieved full transparency, and diners can directly scan the code to query the source of each dish when ordering on the Mini Program.
At present, the happy table receives 30 tables a day, with a daily flow of 1,000 people and an annual reception of 300,000 tourists. The passenger flow is mainly based on students, retirees and surrounding citizens. In addition, Ni Kaizhi also cooperated with travel agencies and surrounding universities to adopt the method of college publicity, taking the model of the happy dining table as a case, publicizing the integration of the first, second and third industries to promote rural revitalization and youth entrepreneurship, and providing students with places for internships and research in colleges and universities, creating a happy dining table into a youth education base. This move not only expands the influence and fulfills a social responsibility, but also brings traffic to the happy table.
Speaking of the source of customers, Ni Kaizhi also added: "Baohua Village has a unique geographical advantage, only 40 minutes to the main city location, convenient transportation, subway and bus can be directly accessed. And there are 5 universities around the Happy Table, and the distance is only about two kilometers, so we focus on the night market economy, also because this way is more attractive to modern young people. At this time, the performance on the stage in the center of the square has begun to perform, a lively scene, looking at the child's excited smile, it is really a happy and harmonious look.
Now the happy table has become a net red punch card, and there are already 1 million people punching in the pastoral hot pot and colorful rape flowers on the vibrato. Coupled with the weChat public account, vibrato, Kuaishou's round of publicity bombing, and the ability to directly place orders on the Software such as Meituan and Hungry, it is convenient for our sales. According to statistics, 20% of the customers of the happy table come from the Internet.
Dining table in the countryside
The original Baohua Village is a village with only primary industry, and the villagers have no other economic resources except for breeding and breeding. After the field trip, Ni Kaizhi decided to land the Happy Table Project in Baohua Village. Therefore, he further cooperated with the "two committees" of the village branch, and the peasant households' land was transferred to the village collective, and then the village collective took the land as a unified shareholding.
Here we have to mention the business model of the happy table, not only the equity mechanism is very new, but its income distribution is also very distinctive, combined with public welfare. At present, there are 4 categories of shareholders of Happy Table, namely village collectives, villagers in the village, Xinxiangxian and social organizations, with a total of 43 people. Among them, the more special is the existence of Xinxiangxian, xinxiangxian is also a new villager, although not from the village, but they are all professional talents who have been engaged in the agricultural field for many years and have technology, resources and feelings.
Speaking of the income distribution mechanism of the happy table, it is mainly for the four directions of shareholder dividends, sustainable development funds, provident funds, and community public welfare development funds. The first three categories are everyone's tangible income and accumulation of funds for the development of subsequent projects, while public welfare development is used for public welfare undertakings in the village, such as the construction of public services in the village, the help of special families, the condolences of holidays, etc., so that Baohua Village is developing better and better from all aspects, this measure is very rare!
Three
Integration of one, two and three industries - a replicable happy table model
It has become a new engine for rural revitalization
But with so many shareholders, if the business philosophy is inconsistent, how should they make decisions? Speaking of this, Ni Kaizhi seems to have been prepared for a long time: "The daily operation of the happy table is decided by the board of directors of 9 people, and the shareholders do not participate in the daily operation." The biggest difference we have ever had is the positioning of the happy table, most of the internal villager shareholders think that the infrastructure can be done well; and the shareholders of the new villagers, their opinions will give full play to the existing resources to the greatest benefits, the tourism industry is service-oriented, the improvement of service is the core, the service is in place, the product quality is guaranteed, and then do a good job of publicity, so as to attract tourists. We cannot blindly invest in hardware, not to mention that basic farmland land cannot be easily used for infrastructure construction. ”
In the end, after a democratic vote by the cooperative, the shareholders of the new villagers, led by Ni Kaizhi, won the victory. After a year of operation, there is now a happy table. Not only that, the happy table also solved the employment of 15 local villagers, and among these 15 employees, 80% of them are shareholders' families, who can not only get monthly salaries, but also dividends at the end of the year according to equity. Almost the entire village can benefit from this, the restaurant is also run collectively, and the monthly turnover is open and transparent, so it is no wonder that everyone is full of energy.
"Most of the cooperatives I have served before are single primary and secondary industries, and how to do a good job of integrating the first, second, and third industries, so that they are closely related, interdependent, and mutually reinforcing, is a problem I have been thinking about before." Obviously, through the practice of the happy table model, Ni Kaizhi has found a solution to the problem.
Today's happy table takes ecological organic planting as the background, implants special catering, integrates agricultural ecological demonstration, agricultural experience, parent-child science education, social practice of college students and other elements, and realizes the linkage development of the first, second and third industries. Through the introduction of social organizations, enterprises and other resources, relying on the rich agricultural, forestry and water resources of Baohua Village, the circulation of land is adopted to plant organic vegetables, rice, grain and oil crops, excavating rural tourism resources, expanding the happy dining table and night market economy in the field, experiencing the unique cultural atmosphere of the countryside "from the pastoral to the table", and creating an ecological natural experience park for the integrated development of agriculture, tourism, culture and commerce.
In addition, the new villagers and the village collective economy will be introduced into the cooperative, focusing on improving the rural single industrial structure, helping the cooperative members to harvest economically, promoting the sustainable development of the rural economy, and effectively accelerating the construction of a new rural area with stronger agriculture, more beautiful rural areas and richer farmers. Happy Table is currently applying for a creative integration rural revitalization demonstration base.
Talking about the future, Ni Kaizhi said: "We have a standardized happy table model, including how to choose a site, planning and design, products, tents, dining environments, etc., and have a whole supply chain. Next, we will continue to copy this model, Nanchong City, Yilong County already has one, the third in Tianfu New District is already in planning, as well as Wuhan, Jiangxi and other places, years ago has been to the field investigation. ”
As a cooperative model for cultivating sustainable development of non-time network, the Happy Table Project is about to go out of Sichuan and take a bigger stage, and will also undergo greater tests. Perhaps we cannot estimate how far the distance between the ideal and the realization is. But just like the distance from Jiangxi to Sichuan, just like the distance from the countryside to the table, as long as you start the journey, every step will draw a colorful stroke on the blueprint of the future.
At this point, our interview is over, and we wish that the happy table can spread throughout more villages in China, bringing more income and a better life to farmers. Next, small farmers and teams will continue to pay attention to the outstanding agricultural operators and entrepreneurs around us, and share their experiences and suggestions in the actual combat process with everyone.