Pingle Village, located at the site of the ancient city of Han and Wei, is named after the Ming Emperor of the Eastern Han Dynasty to welcome the Western Regions into the tribute to feiyan copper horse building "Ping optimistic", with a long history and profound cultural heritage. "Return to feast peaceful music, fine wine and poetry" verse, popular among the population, passed down through the ages. Pingle Village is also the only peony painting production base in China, known as the "Village of Calligraphy and Painting", and is known as "the first village of peasant peony painting creation".
Basic overview
Located in Pingle Village, Pingle Town, Mengjin District, Luoyang City, Henan Province, 12 kilometers away from Luoyang City, has a strong historical and cultural precipitation, and is adjacent to the thousand-year-old temple - White Horse Temple in the south, with convenient transportation and a very superior geographical location. Pingle Village creates and sells more than 400,000 peony paintings every year, with a revenue of 120 million yuan, becoming the first village of farmers' peony paintings that are famous throughout the country, and farmers here "live" a village with peony paintings!
In 2006, the local government began to take measures to build Pingle Village into the "First Village of Peony Painting in China". In 2007, Pingle Village was awarded the honorary title of "Henan Characteristic Cultural Industry Village" by the Provincial Department of Culture, and Pingle Town was also named "Town of Culture and Art" by the Ministry of Culture and the Ministry of Civil Affairs. How did Pingle Village achieve the small goal of "earning him one hundred million a year" with a painting? Today, Liang Jiejun will take you to explore how Pingle Village has developed.
History
For thousands of years, the villagers of Pingle have a fine tradition of advocating culture and art. The "Pingle Peasant Peony Painting" arose in the mid-1980s, and the story of the development of peony flowers in Pingle Village revolves around an art teacher.
1. Encounter with flowers
In the spring of 1983, the first Luoyang Peony Flower Fair was held in Luoyang Wangcheng Park. Guo Tai'an, who works in Luoyang, took his younger brother Guo Taisen to the city to admire the flowers. That was the first time Guo Taisen saw peony flowers, and he was deeply shocked by the variety and rich color of peony petals. Without a camera, Guo Tai'an, an art teacher, sketched a peony from a notebook with a pencil he carried with him. This encounter with Peony became a turning point in the life of the Guo brothers.
2. Industrial opportunities
Guo Tai'an, who has a strong art background, began to create peony paintings, and Guo Taisen also began to practice hard under the influence of his brother. As the technique matured, the brothers held the mentality of trying it out and went to the White Horse Temple scenic spot to sell paintings. Unexpectedly, tourists fell in love with peony paintings and instantly snapped them up. Gradually, local and foreign merchants came to them to set paintings, and the brothers' peony paintings became famous.
Since then, Guo Taisen has also ushered in one "highlight moment" in his life again and again: in 2010, he went to Taiwan to carry out cultural exchange activities; in 2017, as a cultural envoy, Guo Taisen accompanied a large cultural exchange delegation from Henan Province to visit Ecuador, Colombia and other countries. At the same time, under the influence of Guo Taisen, many farmers in the village also want to learn to paint peonies, with the support and help of the local government, Guo Taisen held a free training class for peony painting and a training class for painters, and the trainees participating in the training were full.
3. Produce from flowers
With the development of economy and society, the villagers began to actively promote the commercialization of peony paintings, and several well-known peasant painters in the village sold their works to xi'an, Jinan, Kunming and other big cities, and some of them also crossed the ocean and were collected by calligraphy and painting lovers in Japan, the United States, and Southeast Asian countries. The continuous improvement of income has mobilized the enthusiasm of villagers for painting, prompted the gradual increase of local farmers engaged in peony painting creation, created conditions for the increase in the number of peony painting sales, and promoted the continuous development and growth of the peony painting sales market. In addition to the direct sales of paintings, since 2016, painting has also led to the rapid development of new formats such as mounting, research, cultural creation, e-commerce, logistics, etc. According to incomplete statistics, the output value of peony paintings in Pingle Village alone can reach more than one hundred million yuan per year.
4. Take advantage of the Olympic Games
In order to welcome the 2008 Olympic Games, Luoyang City organized the "Thousand People Thousand Meters Painting Peony" activity, which was participated by more than 100 peasant painters in Pingle Village, which caused a sensation in the country for a while, and also attracted party and state leaders to the village to investigate and investigate. Pingle Village Peony Painting with the help of the Olympics this opportunity, not only famous, the second year of the Olympic Games began the government also increased investment, has supported more than 38 million yuan, planning and construction of an area of 90 acres of "China Pingle Peony Painting Creative Park", after the completion and operation, more than 100 painters invited into the park to concentrate on creation, exchange, display, operation, planning the direction of industrial development, agglomeration development, transformation and upgrading.
Think tank tips
Pingle Village takes culture as the soul and industry as the basis, which not only enables the farmers of Pingle Village to achieve employment and prosperity at the doorstep of their homes, but also helps the farmers of Pingle Village to break out a new path of cultural inheritance and integration of culture and tourism in the new era of rural revitalization. On the arduous road of rural revitalization, Pingle Village undoubtedly used a "clever energy", and what kind of valuable experience is worth learning from? Liang Jiejun summarized three points here, hoping to bring help to you!
1. Take advantage of resources to develop in groups
In the revitalization and development of rural areas, some villages have superior resources, but they do not know how to revitalize resources, and we must understand the importance of "taking advantage of the situation". These villages with intangible cultural heritage or characteristic resources can take the revitalization and utilization of superior resources as the core competitiveness of the village, and quickly "occupy the pit" with the help of resource advantages to form their own unique attraction points. It is also necessary to have a keen eye, discover the superior resources of the surrounding areas, and associate them with themselves, and take advantage of all the resources that can be used by themselves and the surrounding areas to maximize the value of resources.
By integrating assets, resources and funds, and exploring the development model of "village enterprises and villagers", we can effectively promote the overall breakthrough of the collective economy and improve quality and efficiency. It is necessary to do a good job of "one village and one product" and promote the scale, unification and industrialization of the industry through cooperatives, village collectives, enterprises + farmers.
2. Occupy the market and win the market
When there are no superior resources to rely on, we must learn to "create momentum" ourselves, take the rare and special attraction points of the market as a hotbed for the tourism industry, give birth to unique local highlight resources, occupy the market first, and continuously upgrade and improve it, and sustainable development can act as a permanent cash cow for villagers.
The wine aroma is also afraid of the deep alley, and the marketing link is the weakest link for mainland farmers, how to crack it? There are two entry points.
Professional team On the basis of sufficient resources and existing basic industries, we can co-ordinate the establishment of an industrial marketing team that understands the Internet operation model and has agricultural expertise; or arm the villagers through training and other means to form an internal marketing team.
Introduction-based outsourcing Can be purchased through the purchase of professional team packaging marketing services, in order to quickly set up a more professional marketing team, in order to shorten the distance between the source market, occupy the market, and solve sales problems.
3. Integration of culture and tourism, value reengineering
Rural economic development should be driven by culture to take shape, and the development of leading industries should be the leader, and gradually let the industry spread and spread. Do a good job in the combination of culture and tourism, mutual achievements and mutual benefit and win-win results, culture is inherited by the industry, and the industry is driven by culture. It can also inject culture into the entire chain of production, processing and sales of agricultural products, enhance the added value of products, and maximize the value of all parties.
In summary, relying on local superior resources, integrating local high-quality culture and tourism, taking advantage of the resources that can be used in the surrounding areas and seizing the opportunity of the flow of the times, and then quickly occupying the market and doing a good job in marketing, we can develop the limited resources of the countryside to the infinite value level, which is a valuable experience that can be learned on the road of rural revitalization.