More than 20 years ago, Jingshan Village, Jingshan Town, Yuhang District, was a well-known local "three more" poor village: there were many villagers who scolded the village cadres, many villagers who stole, and many villagers who gambled. Villagers make a living by producing tea and selling tea, and their biggest wish is to be able to sell their own tea for money.
More than 20 years later, the tea is still Jingshan tea, and the home is still in Jingshan Village. However, their homes have enjoyed many national brand honors such as "Beautiful and Livable Village Demonstration", "Beautiful Leisure Village", "Characteristic Industry Billion Yuan Village" and so on.
Last year, the list of the first batch of 100 pilot villages for future rural construction in Zhejiang Province was announced, and Jingshan Village was on the list;
Recently, Hangzhou announced the first list of Gongfu villages, and Jingshan Village is impressively listed!
For more than 20 years, thanks to the construction of beautiful villages and ecological environmental protection, Jingshan Village has made the tea industry bigger, strengthened the agricultural cultural tourism, attracted talents, and created a future digital village through villagers' co-construction, village-enterprise cooperation, and village-village cooperation. The combination of online and offline, indoor and outdoor integration, so that the collective economy continues to grow, the villagers' sense of happiness is increasing.
Taking the opportunity to create a future village, the village at the foot of this trail mountain is creating a sample of China's future countryside, determined to "be seen by the world" and become a poem and a distant place that everyone yearns for.
Village-enterprise cooperation to strengthen the tea industry
Industrial prosperity is the core of the future countryside
In April, the spring tea picking of Jingshan tea entered the end, and the price of spring tea this year increased by 10% compared with last year, but it was still in short supply. "In the past, it was 'face tea', 'relationship tea', and 'jin' was called, but now it is about 'grams' and 'cups' to sell."
Jingshan Village is one of the top ten famous teas in Zhejiang Province, jingshan tea core production area, once due to high production costs, the origin brand is not prominent, the price of jingshan tea in jingshan village was once even lower than other tea enterprises outside the village.
"Outside these tea companies have introduced new models such as e-commerce and live broadcasting, and sales have increased and prices have gone up." We are in the core production area, or use the old way, jingshan tea can not be sold at a price. Yu Ronghua, the general secretary of the party branch of Jingshan Village, has been troubled for many years, and he reflected: "We realize that if we do not keep pace with the times and innovate, the emperor's daughter will also be worried about getting married!"
As the birthplace of the source of the Japanese tea ceremony, "Jingshan Tea", digging deep into the tea culture is an important means to increase the added value of the Jingshan tea brand. The village actively guided and organized tea enterprises and tea farmers to seek advice from tea culture researchers and authorities, and restored the process of ordering tea in the Southern Song Dynasty from sporadic data; Restoration of matcha making techniques; The etiquette of tea feasts in the Song Dynasty was restored. In the more than two years since October 2019, more than 1,000 expeditions and sightseeing teams, including individual visitors, have enjoyed the above performances and interactive experiences in Jingshan Village.
Moreover, the cultural scenes that allow tourists to stop and consume have been upgrading and increasing.
In 2019, Zen Tea Village had its own "IP" - Jing Lingzi, and it was also on the "Central News Network" when it was released to the public. Its image is taken from a monk, and a jinglingzi square was built in the village, which became a popular punching point. Jinglingzi is not only a mascot, but also derives a number of cultural and creative goods for tourists to choose and buy.
Next, there is a bigger plan for Jingshan Village. In August last year, Jingshan Village cooperated with Holley Group to use the mode of enterprise management, market-oriented operation and village-enterprise conspiracy to help rural revitalization, and build a rural industrial development pattern with distinct regional characteristics, active innovation and entrepreneurship, rich business types and close interest linkages.
"We will integrate more than 3,000 acres of tea gardens in the village, create a brand of origin in Jingshan Village, build a Jingshan Tea Industrial Park in the village, and comprehensively promote the integrated development of tea ecological planting, deep processing, brand marketing, and tea tourism." Yu Ronghua said that the industry is the support of the future countryside, common prosperity can be lasting, "we must use the model of village-enterprise cooperation, set up our own tea development company in the village, build a head enterprise leading the development of jingshan tea, and drive the villagers to achieve common prosperity." In 2020, the per capita income of Jingshan Village is 41,700 yuan, and we will take the opportunity of future rural construction to achieve a per capita income of 50,000 yuan by the end of 2022. ”
The integration of agricultural culture and tourism creates a business format
"Passer-by" becomes "customer" and "guest"
In Jingshan Village, there is the Jingshan Temple, the first of the Five Mountains and Ten Brakes of the Southern Song Dynasty and the source of the Japanese tea ceremony, which was originally not lacking in popularity, but it backfired.
In 2020, the flow of people at Jingshan Temple exceeded 2.4 million, but less than 100,000 people resided in Jingshan Village. "These 100,000 people in the village also spend very little, and for our village, they are just passers-by." Yu Ronghua has been thinking, how to turn "passers-by" into "customers" and "guests" in the village?
The beautiful rural construction of Jingshan Village has been at the forefront of Hangzhou's countryside, with pink walls, small bridges and flowing water, and the Jiangnan rural scenery connected by ten Zen scenery makes everyone who comes praise, and has also been on Weibo hot search because of "how much has changed in the countryside of Zhejiang in ten years", but why can't the beautiful home retain people?" There are very few tourist projects in the village, and it is inevitable that people will not be retained. ”
Jingshan Village has done two things: to promote its strengths and to make up for its shortcomings.
There is no shortage of places to eat and live in the village: more than 70 farms and more than 10 homestays have been re-integrated, graded, and standardized, which can avoid malicious price competition and enhance the characteristics of service development. Take Liu Xiang, the owner of Liuxiang Homestay, who has a flexible brain, and quickly keeps up with the idea of developing agricultural culture and tourism in the village, and "digs" the resources of the village: picking wild strawberries with guests in the spring, touching snails in summer to see fireflies, walking the ancient road to see the sea of flowers in autumn, and enjoying snow and praying in winter. "Not only is the May Day holiday full, but it is usually not worried about the source of customers."
However, the village lacks a "complex" where adults and children can "play", and the turning point soon came. At the end of last year, the construction of the "Jinglingzi Paradise" through the agricultural cultural tourism project began, and it was opened on May Day this year.
"Full of tourists! There are many parent-child families who come to play, children can play slides, trampolines, water play, feed small animals, adults can fish, barbecue, camp, drink coffee, everyone can find their own fun. Yu Ronghua said with a smile that tourists willing to stay in the village will lengthen the tourism chain of eating and staying, and will bring income to the villagers.
Tasting the sweetness of the integration of agricultural culture and tourism, Jingshan Village is planning more punch points.
The national intangible cultural heritage trail camellia banquet was displayed in a live state and became a project that tourists can experience; Carry out one-day parent-child study for tea farmers; Let tourists experience the fun of picking tea and stir-frying tea; Using the idle farmhouses in the village to create 12 workshops, the layout of tea rafts, tea food, tea clothes, tea utensils and other tea-related formats, "in addition to being able to taste the unique trail camellia, tourists can also participate in tea picking, tea making and other tea activities, experience the Song Dynasty tea ordering, learning the trail mountain tea ceremony, feel the charm of the trail mountain tea culture." ”
With tea as the medium, Jingshan Village as the core and four other villages such as the surrounding Sungai Village were united to form a new community of common prosperity villages. Yu Ronghua said, "Our five villages will use tea culture to enrich the content of rural tourism, and currently receive more than 200,000 tourists a year." In 2019, the collective income of Jingshan Village was 890,000 yuan, and by 2021, it has exceeded 2 million yuan, and this year's goal is to reach 3 million yuan. ”
Returnees, Xinxiang people, and returnees have all come
It has injected new impetus into the Camellia industry
Last year, Jingshan Village set up the first village-level township sage association registered with the civil affairs department in Yuhang District, and cooperated with the district charity federation to set up the Jingshan Village Xiangxian Gongfu Charity Fund. At the launching ceremony on March 6 this year, in less than 10 minutes, more than 40 township sages claimed donations of 5.55 million yuan, and this group of "returnees" said that they would use the funds for the industrial development of Jingshan Village, talent cultivation, public welfare charity, ecological protection and other matters.
Before the fundraising activities, Lou Miaolong, president of the Xiangxian Friendship Association, also paid 500,000 yuan out of his own pocket for the biodiversity survey of Jingshan Village. This attracted a group of "Xinxiang people" who are committed to the maintenance of biodiversity and ecological protection to Jingshan Village, and Shen Qiu, who graduated from Cornell University in the United States majoring in environmental engineering, is one of them, and they have made a comprehensive and systematic investigation of the mammals, birds and plants in the village. "We just learned that there are black chamois, a national first-class protected animal, a 'giant panda in the water' peach blossom jellyfish, and a rare plant called 'dream orchid' with a fake sand crystal orchid." Yu Ronghua was quite surprised, he said: "We know that the village also has rare resources, so that we can form a personalized and differentiated advantage in the competition of the 'agricultural culture and tourism' industry." ”
The biological specimens obtained from the investigation have set up a "specimen museum" in the Jingshan Village Visitor Service Center, which has become a new tourist attraction in Jingshan Village and a popular science education base for teenagers, which is another reserve resource for the development of agricultural cultural tourism in Jingshan Village.
In the Internet era, good wine is also afraid of deep alleys. Jingshan Village has also built a Sunac space with Houma Media, a "Xinxiang person" who is deeply engaged in Internet communication, and is committed to online Internet dissemination. The person in charge, Xiao Bai and the team partners, dug deep into the historical culture and intangible cultural heritage connotation of Jingshan Village, and created a number of hot topics, including "Zhejiang Village Secretary Popular Science Japanese Tea Ceremony Originates from Jingshan Mountain", "Immersive Experience of Hangzhou Jingshan Village Intangible Cultural Heritage", "Hangzhou Craftsmen Paint on Tea to Welcome the Asian Games", which have been on Weibo hot search for many times, causing nearly 90 million people to pay attention to Jingshan Village, pushing Jingshan Village into the field of vision of more people.
Before the arrival of "returnees" and "xinxiang people", Jingshan Village has actually ushered in a group of "returnees". Ma Kuan, a native of Jingshan Village, returned to the village to start a business after returning from studying in Singapore, and now he has been hired as the head of the tourism company under Jingshan Village, and the previously mentioned "Jinglingzi" and the "Zen Village Tea Festival" held for 2 consecutive years are planned and landed by the company team. In three months, the passenger flow of Jingshan Village increased by nearly 10,000 people, and the collective economic growth of the village was more than 200,000 yuan, driving the villagers to increase their income by more than 1.5 million yuan.
"Tea second generation" Zhou Ying, her father is the representative inheritor of the provincial intangible cultural heritage of Jingshan tea stir-frying technology, she studied finance at university, and returned to Jingshan Village to learn tea and study tea. In the 18th China Tea Festival in 2018, Zhou Ying won the title of "The Most Beautiful Tea Fairy" with her excellent skills in tea art display, and became a recognized promoter of Jingshan Tea. Now, together with the young people in the village, she is selling jingshan tea to more places through the Internet.
Digital cockpit online and offline integration
Draw a blueprint for common prosperity with the power of digital intelligence
More and more young people return to their hometowns to start a business, which has brought popularity and vitality to Jingshan Village, and has also injected new impetus into the Jingshan tea industry, from selling tea to promoting tea culture, from developing tourism industry to developing agricultural cultural tourism industry, from "selling on jin" to "on cup selling", this "green leaf" of Jingshan tea has become a "golden leaf" that promotes the development of rural industries and promotes the common prosperity of tea farmers.
In 2021, the average price of one kilogram of mountain tea sold to more than 1,000 yuan, with a total output value of more than 100 million yuan, and many tea farmers have lived in country houses.
After being selected as the first batch of pilot villages for future rural construction in the province, Yu Ronghua trail saw more possibilities. "The village has set up 9 major scenarios including future neighborhoods, future culture, future industries, and future low carbon, creating a digital cockpit so that tourists and villagers can meet their needs through digital villages."
Tourists have no place to park, but the villagers' own yards are empty, and the digital cockpit created by Jingshan Village links these two needs. "Sharing parking, tourists open the 'Cloud Trail Mountain' mini program, you can see which villager's door parking space is empty, follow the navigation can find." Villagers appropriately collect some parking fees and sit at home to collect money, the best of both worlds. ”
Through the "Cloud Trail Mountain" mini program, it can also meet a series of supporting services such as booking accommodation and booking catering. "The first time you come, you don't know which farmhouse dish is delicious, you can click in to see the evaluation, which one has a good evaluation, go to which one to eat." Yu Ronghua said that the villagers' own dried sweet potatoes, dried multi-flavored bamboo shoots and nougat were listed on the online mall, which truly realized the intelligent service of "eating, living, traveling, traveling, shopping and entertainment".
With the digital cockpit, there is a more efficient approach to grassroots governance. "Villagers are too old to go out to get an old age card, as long as they submit their ID cards and household registration books online, we can do a good job for him; The elderly who live alone open the door and enter normally every day, if they don't go out on any day, they will call the police online, and we will go to his home to see the situation and prevent anything else..." Yu Ronghua said that the fire alarm, the water level rise, these abnormal phenomena can be early warning through the digital cockpit.
Digital village is part of the future rural construction, according to the requirements of future rural construction, Jingshan Village will further through digital reform, iteratively upgrade the digital wisdom pastoral, open up online communication space, introduce more agricultural cultural tourism projects, and draw a blueprint for common prosperity with the power of digital wisdom.
(Source: Hebei Network Radio and Television Station)