There is such a small town near the southwest coast of South Africa, it is surrounded by mountains, green valleys, mountains, forests, streams are beautiful and charming, rich in natural resources, if the beauty of the northern grasslands is the leisure of "windblown grass low to see cattle and sheep", then here is the "windblown grass low to see ostriches" Of the magnificent, captive, free-running ostriches, everywhere! This is Oudtshoorn, which has the world's largest ostrich population and is known as the "Ostrich Capital of the World". Among the many farms in the small town of Oudtshoorn is a family farm that combines "study" with "leisure farm" – Cape Town Ostrich Ranch, South Africa.
Cape Town Ostrich Ranch creates the background
Oudtshoorn, where the farm is located, is a fertile inland plateau that has developed rapidly thanks to this huge flightless bird, the ostrich.
In the early 19th century, the price of ostrich feathers soared due to the popularity of social top hats with ostrich feathers in European and British aristocratic circles. According to incomplete statistics, in 1821, the famous Cape of Good Hope at the southwestern tip of Africa exported 1230 kilograms of wild ostrich feathers alone. In 1858, although only 915 kilograms were exported, the price tripled.
Seeing this potential, farmers in Oudtshoorn have domesticated, bred ostriches, and planted ostrich feed, perilla; Between 1875 and 1880, the price of white ostrich feathers was £1,000 per pair, almost the same as diamonds and gold, so ostrich feathers were called "platinum" at that time.
However, due to overproduction, in 1885, the ostrich industry suddenly plummeted, and the floods at that time caused the ostrich industry in Oudtshoorn to wither away for a time; It was not until 1899-1902, due to the application of ostrich feathers to the field of architecture after the Second Anglo-Boer War, that the feather-based "feather palace" was born, which gradually revived the ostrich industry.
Before the First World War, ostrich feathers became South Africa's fourth-largest export commodity after gold, diamonds and wool. However, under the action of the law of market value, in 1914, the ostrich industry once again faced a crisis.
After World War II, ostrich leather and meat opened up new markets, allowing the ostrich industry to gradually recover. Against this backdrop, Cape Town Ostrich Ranch has transformed from primitive farming to a new type of family farm that combines research with recreational farms.
Cape Town Ostrich Ranch features
From traditional breeding to the integration of one, two and three industries of ostrich creative farm, Cape Town Ostrich Ranch from the core industries, supporting industries, supporting industries, derivative industries and other continuous improvement, in the realization of "1 + 2 + 3>6" development at the same time, but also gradually formed a unique brand advantage.
1. Core Industries: Forming a research and learning chain through tourism
Cape Town Ostrich Ranch focuses on ostrich sightseeing, ostrich knowledge, ostrich feeding and other animals (goats, cheetahs, turtles, crocodiles, ducks, weaving birds, etc.) as the core, creating a learning chain that is complete with learning, edible, playable, and purchasable functions for visitors.
2. Support industry: form a gastronomic chain with meals
Cape Town Ostrich Ranch, in addition to impressing tourists with the farm study tour, the delicious food formed by ostrich meat processing and farm-grown vegetables is highly praised by tourists, and even some tourists directly use ostrich food as a attraction to come to visit.
In addition, in order to meet the tourism and sightseeing needs of different tourists, the farm will also provide tourists with guidance on the surrounding landscape and wildlife.
3. Supporting industries: form a processing chain with culture
In order to form a perfect farm study and sightseeing tour, Cape Town Ostrich Ranch on the basis of optimizing the landscape in the park, featuring ostrich culture, created an ostrich museum, and professional tour guides will explain the whole process, which can not only allow tourists to "play and learn", but also let everyone relax in a beautiful and peaceful landscape environment.
At the same time, through the intensive processing of ostrich products, the farm forms special commodities, such as ostrich leather products, ostrich egg decoration, ostrich plush toys, ostrich clothing and daily necessities, etc., so that tourists from different countries, regions and ages can enjoy a unique shopping trip.
4. Derivative industry: form an experience chain with activities
Cape Town Ostrich Ranch focuses on the ostrich industry, providing visitors with a wealth of experiential activities, such as ostrich feeding, ostrich feeding, ostrich riding, etc., which not only allows visitors to gain an in-depth understanding of ostrich-related knowledge, but also allows people to deepen their understanding of ostriches through close contact activities.
At the same time, the farm creates a play space for children by building leisure places such as sand pits and swings; By organizing music activities, festivals, competitions, festivals and other activities, we create a unique activity place for adults to get away from the hustle and bustle of the city and have unique rural characteristics.
Learn from and think
Family farms are a new type of agricultural business entity that integrates familyization, specialization, marketization and socialization; Research is a new tourism market that integrates education, travel and life, integrating family farms with research and learning, which is one of the hot spots in the current agricultural travel industry, but how to skillfully integrate, seamless docking, and win the favor of consumers, we may wish to learn from the three points of Cape Town Ostrich Ranch:
1. Family farm industrial operation: focused
There are many types of family farms, such as picking type, experience type, sightseeing type, research type, etc., and the corresponding business models are also diverse, such as "family farm + cooperative model", "family farm + company model", "family farm + cooperative + company model", "family farm + cooperative + supermarket model", "family farm + direct sales model", etc., but no matter which type, which model, family farm industrialization operation is the only way. For the industrialized operation of family farms, we must not "grasp the eyebrows and beards", and we must have a focus and a direction. For example, the industrial operation of Cape Town Ostrich Ranch, although it continues to expand the surrounding industries, has always been derived around the ostrich research and tourism chain, the scope is expanding, the function is perfect, but the key industries have always been in a prominent position.
2. Characteristic operation of family farms: hierarchical
The independence of the family farm gives it greater flexibility in the operation of the market. But as family farms have proliferated, this independence flexibility has made the problem of "homogenization" within the industry more serious. Therefore, the characteristic operation of family farms is an inevitable choice. For the characteristic operation of family farms, in addition to analyzing the key points of the industry and finding the direction, it is also necessary to understand the hierarchical operation: industrial stratification, market stratification, customer stratification, and achieve targeted upgrading and transformation according to different levels of needs. For example, Cape Town Ostrich Ranch takes the main line of ostrich study and sightseeing chain, providing children with fun "outdoor classes" and "children's playgrounds", as well as rich "outdoor adventures" and "leisure centers" for adults, so that visitors of different ages and levels can find a unique "sense of belonging" in the farm.
3. Family farm brand operation: tree image
At present, the development of family farms across the country is becoming more and more mature, and consumers' choices for family farms are becoming more and more diverse, so the brand has become the key to whether family farms can win. The brand operation of family farms, in addition to the industrialization has a focus, hierarchical and distinctive, but also know how to use activities to establish a brand image and expand popularity. For example, Cape Town Ostrich Ranch, with its advantages in venue, landscape and special cuisine, hosts concerts, competitions and festivals, which not only maximizes the use of resources, but also establishes a brand image, invisibly expanding the popularity of the farm, thus forming an important product publicity activity on the farm.
Article source: Village Rally Number Editor: One Degree
Rural Assembly Number: Self-run media of Beijing Urban and Rural Strategy Research Institute. Shouldering the mission of "solving the puzzle of rural revitalization, exploring the way of industrial integration, and shaping the beauty of local idylls", it has deeply cultivated the fields of rural industrial upgrading, beautiful rural construction, and integration of agricultural culture and tourism, and disseminated new ideas, new concepts and new models for rural development in the world. Build a self-media information exchange platform, a smart innovation podium, a rural industry stage that comprehensively empowers the sustainable development of rural areas, and a publicity and promotion booth. Provide rapid and effective knowledge transfer services for builders committed to rural development, and realize the beautiful vision of village-enterprise interdependence, jingtian and urban-rural integration