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Open up the wilderness in the south, and return to the garden. --Tao Yuanming
The New York Times selected 45 places to visit in the world, and Moganshan ranked 18th. CNN calls this place: one of the 15 places with Chinese characteristics that you must go in addition to the Great Wall.
Moganshan has a long history and pleasant scenery, and is a famous mountain in Jiangnan, but the place where jiangsu and Zhejiang people are brilliant, there are bamboo, clouds and springs, and it is not a mountain of Moganshan. In recent years, Moganshan's reputation in the tourism and leisure market has both natural beauty and help from all parties.
Moganshan is won by mountains, by immortal names, and by people. During the Republic of China period, political figures were active here, each leading the way; thousands of years later, foreign family music and homestays were all over the mountains, which can be said to be "a Mogan Mountain, half of the history of the Republic of China".
In recent years, Moganshan has become famous at home and abroad for the development of "homestays" such as "Naked Heart Valley | Township", and has gradually formed a holiday destination with attracting high-consumption crowds as the main body, and has also become a model for the construction of "beautiful villages" in the country.
The development concept of Moganshan is worth learning, but if the consumption characteristics of the Yangtze River Delta market are copied from the "naked valley | township", the result is likely to be that "oranges are oranges in Huainan, and oranges in Huaibei are oranges", and investors can only "naked" and retreat.
About rural makeover
Rural transformation is not a matter of the past ten or twenty years, and a hundred years ago, there were already calls for practice.
At the beginning of the last century, a "rural reform movement" arose in the Republic of China, and some reformist intellectuals, such as Yan Yangchu, Liang Shuming, and Huang Peiyan, profoundly realized the crucial position of rural problems in China's problems, regarded the transformation of rural areas as the core task of China's modernization, and launched a practical social movement with the direct purpose of transforming traditional rural society and had far-reaching influence.
After the founding of New China, this transformation did not continue on the mainland. However, this movement did not disappear, but continued to Taiwan, and has not stopped since the 1970s in rural transformation and rural creation in Taiwan. Rural cultural projects have become classics and provide many successful cases of transformation.
Moganshan also has such characters and periods of practice. Huang served successively as director of foreign affairs and mayor of Shanghai of the Republic of China government. In 1931, Huang Gao and his family retired to Moganshan and launched the "Moganshan Rural Transformation Experiment", even after Huang Gao's death in 1936, his wife Shen Yiyun led the crowd to persist in the transformation experiment until 1949.
Driven by various factors, Moganshan has become a test field for rural transformation in the past and present.
| Guarding the green mountains and rivers, it is impossible to break through the rural dilemma
More than a decade ago, like many villages with excellent resources, the scattered villages of Moganshan still guarded the green mountains and rivers and did not know where to go. There is the Moganshan Scenic Area, but the scenic spot belongs to Zhejiang Province, and the local area does not enjoy any ticket revenue; the place is also used as a water source protection area in Huzhou, and all the polluting animal husbandry and processing industries have been removed.
In the whole village, there are few more sources of income other than small farming; small farmers operate for a year, and labor input and income are completely disproportionate. The small-scale peasant economy has declined, and young people have no hope in staying in the village, preferring to leave the land for the city, leaving behind many withered buildings, abandoned communities, and no business development.
Here, like most of the villages in the present situation, productivity was limited, and in addition to farming, there were bamboo forests and tea gardens that spread over the mountains, and the economic benefits generated at that time were very limited.
| The middle force of rural transformation - foreign intellectuals and civil society organizations with dreams of rural reconstruction
The past ten years have been a decade of beautiful rural construction, led by the government, all kinds of planning, financial subsidies in various names, and rural construction has been carried out in a fierce way. Looking around, it has an effect, but it may not be the ideal country look in your heart.
There are some people from Moganshan, who dream of rural reconstruction, designers, painters, literati, various organizations and operators. At this point, the curtain of the transformation of moganshan countryside slowly opened.
These intermediate forces with broad horizons and full of feelings are different from the planning and construction of any government organization, bringing advanced township innovation concepts, fresh literary and artistic atmosphere and construction funds. They are scattered in Moganshan, looking for rural landscapes that they believe can be preserved and created, continuing the thousand-year-old culture of Moganshan while injecting new vitality and elements.
For example, Zhu Shengxuan found the silkworm seed farm that has been abandoned in Yu Village, which is the production base for Huang Gao's rural transformation. The 11 silkworm farm houses in Yucun were used as cultural markets, and their old buildings and patterns were completely preserved, repaired and beautified.
| The transformation of the Moganshan countryside, which is both foreign and grounded
The backbone of the repeated design, constant deliberation, one model, one drawing, among which the big names in the design industry at home and abroad are gathered, just for a beautiful rural project, it is difficult to see their figure. But they came for Moganshan.
The foreign atmosphere of Moganshan is that foreigners have come, foreign family music has come, foreign equipment has come, the concept of rural creation across the ocean has come, the landscape reveals various styles, no longer limited to the simplicity of the countryside, the building has been transformed into a fresh and not exaggerated but full of details, and even opened a cultural market that the villagers have never heard of.
The grounding gas of Moganshan is that bamboo, tea gardens, peach trees, pear trees, arbutus trees, etc. are all preserved, good fields or good fields, mountain forests or mountain forests, those buildings and landscapes grow out, both ecological and harmonious, and the landscapes that have been transformed use local materials as much as possible. Bamboo has become a major protagonist of landscaping, and local stone has also become a major theme of house decoration, and the stone retaining wall with the characteristics of Moganshan is a major symbol.
Landscapes and buildings that are protected, designed, and carefully matched are the joint efforts of all forces, accepted by villagers, loved by tourists, supported by the government, and designers to realize their dreams, win-win and sustainable.
| Regarding the official rural transformation, it has to be said that the Deqing County Government
While the backbone was transforming, the government began to pay attention to such changes.
Ordinary rural construction and transformation can not support the construction of projects with intermediate forces, and the public transformation part fully absorbs the original, not exaggerated, not blind, reference and integration of these projects.
For example, the renovation of the façade and the renovation of the station, these two government-led projects, no less than any other project in Moganshan, retained the original building, restored the Republican style, unified, clean, better than the background of the Republic of China street in many movies.
After designing stone retaining walls in Naked Heart Valley, Antiman and other resort hotels, the retaining walls on the main road of Moganshan and the side of the street quickly followed.
For another example, the bamboo in Moganshan Mountain is full of bamboo, the locals are accustomed to it, when some projects are embellished with bamboo effect is very good, many streets and behind the front of the house, there is also a bush of bamboo.
A government that is open, learns, inclusive of cultures, and is willing to support good change to the end is worthy of respect.
| The transformation of Moganshan countryside is seamlessly connected with tourism and leisure vacations
On the one hand, the rural transformation has transformed the living space for farmers, and on the other hand, it has provided a holiday place for tourists. In 2015, Deqing Rural Tourism received 4.615 million tourists, an increase of 21.5% over the previous year. On the road on MoganShan Mountain, on holidays, a long traffic jam line goes down the mountain.
In just a few years, Moganshan has become the hottest in China's tourism fever, and everyone who looks at the mountain feels that this mountain is just so, not high enough, the vegetation is not rich enough, and it is not as good as the landscape of my hometown, but when they walk into it, looking at a seemingly random and ingenious project, the previous idea has long been overturned.
In fact, Moganshan does not have special scenic spots and scenic spots, all the way scenery, all the way to the sketches, all the way to the homestay and boutique hotel, which constitute the absolute tourism attraction of Moganshan.
With the advent of the era of mass tourism, the places willing to go are no longer just lively and shocking scenes. Sometimes tranquility is also a kind of strength, and what you can see and feel when you go to Moganshan is the urge to go again every weekend.
Not every mountain can become a Mogan mountain, because the painstaking efforts poured into it cannot be summarized in a plan.
| Rural transformation, giving villagers a way back to their hometowns
With regard to the peasants, as mentioned earlier, the small-scale peasant economy is declining, young people have embarked on the road of going out to seek development, leaving no hope, going out is not easy to integrate into other cities and communities, they leave the land to go to the city, leaving a lot of withered buildings, the countryside is mainly inhabited by the elderly and children, and many communities are shrinking and even abandoned.
For young people who go out, it is not easy to work hard, and for the elderly and children who stay behind, life is even more lonely. For rural development as a whole, there is no development and vitality except for duplication and dilapidation.
Projects in Moganshan have sprung up, employment opportunities have given young people what they can do and are willing to do, and employees of various restaurants and homestays, from store managers to waiters, are basically from nearby villages. Another part of the vacant labor force has also launched a three-industry operation outside of agriculture, with various local specialties and various types of ingredients provided, and has risen rapidly.
The simplicity and sincerity of the local villagers have not deteriorated due to the increase of commercial elements, which is also a good relationship between the government guidance and other cultural projects to the villagers. Living and working in peace and contentment, in Moganshan from nostalgia to reality. The realm of rural transformation has reached a new height in Moganshan.
Moganshan, why are you so successful?
According to media reports, in 2014, Deqing Homestay received a total of 234,000 tourists, achieved direct operating income of 236 million yuan, and the annual output value of each bed reached 15,000 yuan.
The essence of Deqing Homestay is in Moganshan, Moganshan Homestay is a collective name, not a homestay. Bounded by 104 National Highway and the Moganshan Scenic Area as the commanding height, the areas of Shangbai, Chengxi, Xianghekou and Sanqiao in Moganshan Town, Raft Head Township and Wukang Town are collectively known as the western part of Deqing, which is an ecological environmental protection area and is also known as the Moganshan Tourism and Leisure Tourism Area. It is here that a large number of well-known homestays are gathered.
To be honest, the natural resources of Moganshan are not unique, and there are many such landscapes in the whole country. Moganshan's homestay design is not full of personality, if you visit 20 other heterogeneous homestays distributed throughout the country, you will change your view of the architectural design of Moganshan Homestay.
So, what exactly has promoted the fame and popularity of Moganshan Homestay?
The location advantage is obvious, and the spiritual belonging is within reach
Moganshan is located in the center of the Shanghai, Ningbo and Hangzhou Golden Triangle, deqing raft head township at the foot of Moganshan Mountain, 55 kilometers away from Hangzhou and Huzhou, only 210 kilometers away from Shanghai, 250 kilometers away from Nanjing, 09 Provincial Highway runs through the whole territory, 104 National Highway, Xuanhang-Hangzhou Railway, Hangning Expressway pass by the side.
Shanghai is a modern metropolis, Nanjing and Hangzhou are the ancient capitals of the ancient city, but also the current popular cities for tourism, in such a superior geographical location, for the collection of Moganshan popularity to provide unlimited possibilities.
Rich in natural resources, it is a combination of relying on and homestays
The New York Times selected the 45 most worthwhile places in the world, and Moganshan ranked 18th. CNN calls this place: one of the 15 places with Chinese characteristics that you must go in addition to the Great Wall. From these reports of foreign media, we can get a glimpse of the general.
In fact, Moganshan itself is a national AAAA-level tourist attraction, a national scenic spot, and a national forest park. Moganshan mountain rolling hills, beautiful scenery, scenic area of 43 square kilometers, although it is not as majestic as Taidai, Huashan mountain steep, but with the shade of the sea of bamboo, clear and inexhaustible mountain springs, scattered villas, the charming scenery of the four seasons in Jiangnan, enjoy the reputation of "the first mountain in Jiangnan".
The humanistic history is deep, so that celebrities and foreigners can endorse it
Moganshan, named after the wu king Lu sent cadres and mo evil to forge a world-class male and female double sword in the late Spring and Autumn period. It is one of the four major summer resorts in China, with many historical celebrities, which has won a huge celebrity effect for Moganshan.
After the Opium War, the Qing court signed a series of unequal treaties, and foreign forces such as the United States, Britain, Germany, France, and Russia began to get involved, building villas and churches on the mountain, and Moganshan became a paradise where foreigners could live freely.
Because the missionary Mei Sheng and others published what they saw and heard here in foreign newspapers, Moganshan became famous and became one of the four major summer resorts on the mainland alongside Lushan, Beidaihe and Jigongshan. Since that era, foreign culture has begun to "get along" with Moganshan.
In other words, Moganshan itself is a leisure tourism resort, and various supporting facilities have long been available, which is the basis of Moganshan Homestay, which can be described as standing directly on the shoulders of giants.
There are many architectural relics, and the building itself is a landscape
Because Moganshan itself is a traditional summer resort, a large number of celebrities have left countless poems, stone carvings, and more than 200 celebrity villas of different styles and beautiful shapes.
These more than 200 villas are rich in image and have no similarity, representing the architectural styles of more than ten countries such as Europe, the United States, Japan and Russia, making Moganshan known as the "World Architecture Museum".
Among them, the Empress Hotel: where Mao Zedong stayed, where Zhang Yunyi recuperated, where Chen Yi came to visit; Wuling Village: Chiang Kai-shek stayed here many times during his honeymoon and attended meetings; Baiyun Mountain Pavilion: built by Huang Gao, the first foreign minister of the Kuomintang, where Zhou Enlai and Chiang Kai-shek held peace talks between the Kuomintang and the Republic of China; Jingyi Villa: the villa of Zhang Jingjiang, the elder of the Kuomintang; and the Villa of Lin Hai: the villa of Du Yuesheng and Zhang Xiaolin.
These numerous buildings are themselves the basis for their unique charm and cultural heritage.
Of course, many villas on the mountain are not for everyone to live in, shouldering special reception tasks, health care needs, and receiving ordinary tourists is their "side business", we talk about Moganshan homestay also refers to those who are converted into houses in the middle of the mountain.
In other words, the natural scenery of other places is supported and supported, while the natural scenery of Moganshan is only the supporting facilities of the accommodation.
Rural tourism is promoted, and large cities take the lead in bucking the trend
When the diversified and mixed modern civilization gradually reduced the agricultural civilization, people in the metropolises of Shanghai, Hangzhou, and Nanjing took the lead in awakening, nostalgia, and return, and they began to yearn for the tranquility and peace of the countryside, rural tourism came into being, and Moganshan just waited quietly near them, so close, and varied, unique connotations.
Fortunately, Moganshan did not rush towards the model of urbanization, but presented a more vibrant rural appearance, completing a beautiful urbanization counterattack.
When the rural tourism of Moganshan effectively connects urban needs and local resources, it exerts amazing fermentation power. The farm houses that were once scattered and abandoned on Moganshan now rent up to 1 million yuan per 30 years.
The derivative supporting industries, renting farmhouses and circulating land have turned the sleeping assets in the village into real capital. More than 60 foreign jiale in the Moganshan area alone have driven more than 183 million yuan of property income such as peasants' housing rental income and circulating land income.
Under such a situation, the more the Moganshan Homestay develops, the more popular it is, the more cohesive it is, and the more influential it is, which is the economic foundation for the long-term development of Moganshan.
Dig deep into cultural resources and give new souls to creativity
Jiangnan villages, landscapes and natural landscapes are similar. To form "one village, one product" and differential competition, cultural packaging is indispensable.
Liaoyuan Village in the foothills of the Mogan Mountains has done enough "Republic of China culture" articles, Liaoyuan Village originated in the Republic of China during the "rural improvement" movement, the Republic of China dignitary Huang Hao was politically frustrated, in Liaoyuan Village set up dairy farms, silkworm breeding farms, racecourse, etc., time flies, these wind and rain erosion of the yards, warehouses, schools have become the "material" of rural tourism; abandoned railway sleepers, old-fashioned bicycle accessories and locally used bamboo, as cultural walls and fences, have been separated into tea houses, inns and cultural creative spaces.
Culture is like MSG and color palette, enriching and enhancing the feast of rural tourism, thus driving the growth of Moganshan Homestay.
Shape a new category, unique, and it is difficult to remember or not
When it comes to Moganshan Homestay, I have to mention "YangJiale"! In 2007, Gao Tiancheng, a South African boy who rode from Shanghai to Moganshan, took a look at the small village of "Sanjiuwu" surrounded by green mountains. When he heard that most of these farmhouses were idle, he immediately rented 6 large houses with his friends for 15 years. Since then, they have transformed the mud house into a low-carbon "Sanjiuwu Rural Club" with the concept of environmental protection and become the birthplace of "Yangjiale" in Moganshan.
It can be said that it is the novelty of "YangJiale" that has gathered countless eyes for Moganshan Homestay. People first wondered, isn't it a "farmhouse", how to come out with a "foreign family music"? Then began to explore, which greatly satisfied people's curiosity. At the same time, major media have followed the trend and reported that they have written a special book for the emergence of this novelty, setting off a climax of public opinion, so that Moganshan Homestay and "Yangjiale" became famous overnight.
The success of "Yangjiale" is indispensable to Moganshan Homestay.
There are stories, and nature is intriguing
When you are in Moganshan Homestay, those celebrities of the Republic of China come to you one by one, and the owner of the homestay is even more happy to comment on it for you.
When you are in Moganshan Homestay, the stories of those foreigners who started their own businesses in Moganshan are presented to you one by one.
When you are in Moganshan Homestay, those poems and stone carvings come alive, crossing the stacks of history and telling you about the vicissitudes and great changes.
High-pressure grid, but diverse forms, scale effect highlighted
Moganshan homestay starting from a thousand yuan that is polite, often three or five thousand yuan a night abounds, so to speak, Moganshan homestay is because of the gui once again gathered their eyes.
"What house and what bed, so expensive?" Lao Tzu must go and see! ”
Undoubtedly, for the rich class that blindly seeks novelty and difference in life, it is really not afraid of your expensive, and it is afraid that you dare not be expensive. The more expensive you are, the more I live!
In this process, it once again impacted the nerves of the public, and also ignited the media's desire to report, and it is difficult for Moganshan Homestay to think about it.
Of course, if you feel that it is not so after reading it (most of them are also self-deception, the left and right measures are only whether their own pockets are enough to drum), Moganshan still has a few hundred yuan of homestays, and even a hundred and ten yuan, think of what you think, anxious you are anxious. You can stay overnight in a homestay of three or five hundred yuan, and then take a selfie next to the famous homestay, then upload the circle of friends, and mark a sentence at the end: Moganshan Homestay, no big deal.
The local government vigorously supports it, and the back is against the big tree to cool off
Not only Moganshan, but also the entire Zhejiang Province, rural tourism is at the forefront of the country. For example, more than 70% of the 687 villagers in Hagiura Village operate farms; 2.7 million urban people stayed in the village last year; and almost the entire village of Luci Village on the banks of the Fuchun River has been developed into a rural hotel. Compared with rural tourism in various places, Zhejiang's "input-output ratio" is significantly higher.
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