As family farms sprung up like mushrooms, how do farms get out of the "road of specialty" has become a major test for many farmers: "Scale up?" Increase the scope of your business?"" Extending the industrial chain?"" Create a three-industry integration project?" ..... Different choices correspond to different paths, and the British family farm, through cooperation with the famous animation IP "Shaun the Sheep", has created a multi-functional leisure farm that integrates offline experience, entertainment, education, catering, shopping, etc. - "Shaun the Sheep Farm".
Predecessor of Shaun the Sheep Farm
This is a family farm (Feder Ted's) in the non-metropolitan municipality of northwest England, which was originally a tourist farm featuring native and foreign (exotic) animals, and featured some knowledge education such as farming, breeding, and animal habitat.
Shaun the Sheep Farm features
One is the fantasy of the daily fun anime life of sheep, shepherds, farmers and other daily fun animation on the Mossy Bottom Farm in the United Kingdom, one is a sightseeing education farm featuring various small animals, the animation "Shaun the Sheep" IP not only meets the characteristics of the (Feder Ted's) farm, but also provides offline scene experience for its large fan base, the two coincide, so after a new planning and transformation, in 2019, Feder Ted's Officially upgraded to the uk's only "Shaun the Sheep Farm".
1. Create a scene experience around the theme
On the basis of the original resource advantages, Feder Ted's has created a number of animation experience centers around the "Shaun the Sheep" IP, which highly restores the animation scenes and allows visitors to have a complete immersive experience. For example:
1) Three trick-or-treating pigs receive water PK activity
In the "Shaun the Sheep" anime, the three trickster pigs live next to the sheep pen, often fight against the sheep, and make troublesome villains for the sheep, and the anime protagonist "Shaun the sheep" can often cleverly turn the danger into a disaster. According to this link, the farm has set up a "three trick-or-treating pigs to catch water PK activity", and children can transform into "Shaun the Lamb" to see if they can overcome the "trick-or-treating pigs" and become the winners with the most water.
2) Sports club for shepherd dogs (BITZER).
In the "Shaun the Sheep" anime, the Shepherd (Bitzer) is a thick and cute, loyal to the owner, but sometimes "lazy and slippery", turning a blind eye to the behavior of the sheep, and even secretly participating in Shaun the Sheep's crazy plan, and its "rivalry" with Shaun the Sheep is one of the highlights of the entire anime. According to this role, the farm highly restores BITZER's sports club, and visitors enter the room, not only from the layout, decoration and instant integration into the scene, and even through a variety of sports equipment and various activities in the room, feel the joy of BITZER's daily life.
3) Anime theater viewing experience
On holidays or rest days, the two theaters on the farm hold occasional theatrical performances of Shaun the Sheep. Visitors can take photos with the real, furry Shaun or Bitzer to satisfy the full of love and adoration.
4) Anime game activity experience
In addition to the highly restored anime scenes, the farm has also added a DIY handicraft center based on the theme color of "Shaun the Lamb", so that children can use their imagination at the Mossy Bottom Crafts workshop to make various handicrafts.
In addition, the safe archery area and the penalty game area have also become popular activity experience centers for tourists.
2. Dots and lines are connected in series to form thematic characteristics
The farm not only highly restores the animation scene and brings immersive offline experience to tourists, but also connects dots and lines through the farm animal center, mini beast center, indoor activities, outdoor activities, research and education, etc., enriching the theme content and forming theme characteristics. For example:
1) Two-day tour route
On the first day, visitors can get up close and personal with guinea pigs, ancient ponies of England, camels, ferrets, chicks, sheep, goats, elk, Guinea piglets, cows, alpacas, donkeys and other native animals at the animal centre, and feel the healing charm of furry;
At the Mini Beast Center, watch the "Eagle Aerial Acrobatic Show" and explore the magic of foreign (exotic) mini animal insects, reptiles, amphibians, and fish;
At the farm restaurant, which won the "Recipe 4 Health" award for five-star food hygiene and balanced health, you can taste a variety of healthy "themed" food dishes.
In the indoor amusement facilities, feel the laughter and joy unique to childhood (now due to the new crown epidemic in the United Kingdom, the indoor facilities have been closed);
On the second day, in addition to experiencing the activities at "Shaun the Sheep", you can go to the outdoor wooden "maze adventure" and go to different areas such as go-karts, climbing frames, rope bridges, pedal tractors, sleigh slides, jumping pillows, sand pits and other different areas for outdoor play.
Go to the farm animal barn, dress up the ponies with brush hair, and participate in the daily work of the farm; Go to The Ed-Shed and learn all sorts of interesting agricultural knowledge.
2) One-day excursion route
Visitors can experience the scene charm of the "Shaun the Sheep" theme farm according to the performance schedule of the farm theater, then meet the guinea pigs in the "Guinea Pig Village", see the ferrets in the animal barn, meet the Guinea piglets, camels, alpacas and explore the Mini Beast Center, then taste the authentic specialties in the restaurant, and take the "Small Sightseeing Train" transformed from four barrels in the outdoor area to explore the farm scenery.
3. Real-time operation, generating brand effect
"Shaun the Sheep Farm" not only creates a scene experience with the theme IP, enriches the theme content with farm resources, and increases the interactivity of the tour with dots and lines, but also builds new places and new activities in real time according to festivals and animation movies, which not only forms effective publicity, but also produces brand effects. For example, to celebrate the release of the "Shaun the Sheep" movie, the farm planned to design a "maze of cornfields" the size of eight Wembley football fields in England.
Note: It is reported that it will not be officially opened to the public until the summer of 2021.
Learn from and think
As a "rising star" of leisure agriculture, family farms have a variety of types: planting and picking, breeding and production, leisure tourism, research and education, etc. Different types of farms have different development characteristics, but the "theme" operation ideas of family farms can be used together. Therefore, from the British "Shaun the Sheep Farm", the following three points are worth thinking deeply:
1. Target group: Accurate positioning
As we all know, the wider the consumer group of products, the higher the market share, and many farmers hope to improve market competitiveness by expanding the consumer base. But as everyone knows, leisure agriculture is still in its infancy, not to mention the family farm market. If the family farm does not have a clear and accurate target group positioning, "eyebrows and beards are grasped", it is easy to form a dilemma of "effortless and unflattering". Therefore, before determining the farm planning and design, we must first do a good job of target population analysis. As shaun the Sheep Farm targets children, creating indoor and outdoor playgrounds; Take the family as the target group, organize party parties, and design various parent-child activities; Targeting the fan base of "Shaun the Sheep", we create a lively, interesting, and realistic farm experience center.
2. Topic selection: Resource matching
Family farm "theme", its "theme" for the soul, only by choosing the "theme" that matches the resources, can we efficiently achieve industrial integration, in order to form a differentiated competitive advantage. Just as shaun the sheep farm (Shaun the Sheep Farm) according to its animal resource advantages, cleverly integrate animal cartoons, with points and lines connected into a surface, so that the entire farm is not only an offline experience farm, but also a multi-functional leisure farm integrating entertainment, shopping, sightseeing, etc.
3. Operation management: fine and specific
In addition to landscape characteristics, IP implantation, and scene experience, refined operation management is indispensable for family farms. If the pre-planning, planning and design is the direction, and the mid-term construction implementation is the focus, then the later promotion operation is the key to the "theme" branding. As long as the direction is not biased and the implementation is in place, then, from the theme brand, service system, evaluation system and other aspects of fine management, refined operation, you will certainly be able to find the profit point of the farm. Just as the "Shaun the Sheep Farm" (Shaun the Sheep Farm) with the theme of fun and participation as one, quickly open the market to expand popularity, but also integrate modern science and technology education, cooperation with surrounding schools, the formation of outdoor education practice base, its original "credit card", not only let children "play in learning" and "learn to gain", but also let parents have brand trust in the farm, forming a long-term competitiveness in the market.
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