In the deep mountains and old forests of Japan, there is a small mountain village called Maru Village, which has changed from a place that eats by the sky to a village with characteristics and vitality. Next, Liang Jiejun will take you into the road village and explore her development together!
Rural overview
Located in Kochi Prefecture, Japan, Malu Village covers an area of 250,000 mu, 96% of which is mountain forest, and the area of state-owned forests accounts for more than 75%. The terrain is uneven, and the external traffic is very inconvenient. The high mountains, deep forests, rainfall and sparse population are the true portrayal of the road village.
History
Development dilemma The village used to sell "Umeyoshi" trees to get rich oil, and a single tree could sell for 1 million yen, which was the main source of income at that time. In 1979, when the state legislated to protect forests and prohibit large-scale logging, the industrial pillars of the village suddenly fell, and the population plummeted by 2/3.
New turning point Seeing that the village is about to go empty, the village chief and the agricultural group leader thought of planting grapefruit on the mountain, the road village is surrounded by mountains and the sea, the environment is pure, the villagers do not want to use fertilizers and pesticides to pollute the environment, adhere to the organic cycle planting method, adhere to the manual picking, the growth of grapefruit can reach the first quality in Japan.
Rural revitalization No one expected that Yuzu not only revitalized this village, but also made Malu Village a well-known wealthy village in Japan, creating an amazing performance of more than 200 million yuan a year.
The way to revitalization
1. Creative development to create the ultimate piece
Adhere to ecological planting Based on the superior geographical environment and human environment, the ecological planting method is adopted, and no chemical fertilizers and pesticides are used in the entire planting and production process, so as to ensure that the grapefruit is green and pollution-free, and adhere to manual picking, so that the entire production process of grapefruit strives for the first quality in China.
When there are new visitors, the village chief will send a bottle of homemade "Gokkun Road Village" to taste, which is the original yuzu juice, no additives, rich in grapefruit flavor and sweet taste. With the thinking of creating fist products and the spirit of craftsmanship, polishing the taste, quality and packaging of this grapefruit drink, the single product is done to the extreme, forming a non-agricultural product with core competitiveness and brand effect.
Creative design packaging In addition to the product, all the promotional materials are painted by a hand painter in Malu Village, who reproduces various interesting scenes of village life on the calendar, official website, product brochure and other promotional materials, with the words of a child who is childish and naughty, so that the people who get the product can truly feel the happiness of life in Yuzu Village in the mountains.
Cross-border daily chemical products have developed the value of the agricultural products themselves to the greatest extent, and have established cosmetics factories that rely entirely on yuzu processing waste as raw materials for the processing of beverages, and have used a large amount of yuzu peel, seeds and other wastes produced during the processing of beverages as an important raw material for cosmetics production; Established the brand UMAJI (Malu Village Agricultural Cooperative) to be responsible for the marketing of grapefruit skin care products.
The success of extending diversified products and drinks has enabled villagers to see the high added value of traditional agricultural and sideline products through deep processing and recycling. They began to develop yuzu soup, yuzu jam, yuzu candy, biscuits, and even yuzu soy sauce, and grapefruit products from Maru Village are all over the corners of Japanese life.
2. Accurate target audience Develop fan economy
Although the infrastructure for sightseeing has been optimized and beautified, but the original rural appearance has not been changed, rice paddy ponds can still be seen, and homestays are built on the banks of the Yasuda River, and there is no "demolition and construction", which can easily evoke people's "hometown" complex and be released. Effectively use and channel this "homesickness" complex, accumulating hundreds of thousands of high-quality customers.
Consider the precise positioning of needs Precise positioning of the countryside as a stress relief area for modern people, not just a shelter. They know very well that it is to combine the image of the whole village with the sale of goods, that is, to sell the image of the whole village, so that travelers can become better people, not just the purchase and sale of goods.
Diversified experiences of cultural activities transform consumers into fans, attracting a group of volunteers to experience life and participate in rural revitalization activities. Through the development of yuzu growth period study tour apprenticeship program, rural life experience, yuzu festival, sacrifice celebration and other cultural activities, to enliven the rural atmosphere, so that the villagers of the road village to meet with fans, this continuous interaction also increases the stickiness of fans. For fans, thinking about their actions will make them feel a sense of hometown complex; For Malu Village, holding cultural activities to experience can ensure the popularity of the village and bring a steady stream of passengers to the village, killing two birds with one stone.
Creating a Special Status for Fans The "Special Villagers" system, a system for online applications for fans around the world, has registered more than 10,000 "special villagers" from all over the world. Special villagers were also issued a residence permit, and when they arrived in the village, they only needed to show their residence permit, and they could go to the village chief's office at any time to chat with the village chief and drink grapefruit juice, so that the "special villagers" had the experience of being the masters and subtly formed the consciousness of loving the village and protecting the village.
Think tank tips
Malu Village activated its own resources, found a differentiated agricultural brand, created the ultimate product of "yuzu", developed the fan economy through accurate target positioning, and promoted the diversified development of the industry. In this era of such great competition in the agricultural industry, if you want to stand out from it, you must highlight your own differentiation, so how to create the ultimate product and attract fans? Liang Jiejun summed up the logic behind the road village from it, hoping to inspire and help everyone!
1. Create high-quality agricultural products
Good products to the extreme To seize the advantages of the rural environment, from the quality, variety, appearance and other aspects of polishing products; In the face of defects in primary agricultural products that are not easy to solve, to find out the differences with similar products, it is also possible to "learn from each other's strengths" through processing and other methods to highlight the taste and nutritional value of products to make up for the shortcomings.
Fist products to start when you first started to do rural industry, don't do everything, all at once to make a variety of products, it is easy to lose the center of gravity, not only consume a lot of manpower, material resources, financial resources, it is also difficult to form a brand, and finally nothing is fine, nothing is strong. Therefore, to develop the industry in the village, it should first create a fist product, expand market sales, form a certain degree of popularity and brand effect, and more efficiently let it occupy the minds of consumers.
When the fist products in the countryside have a certain market, they can consider forming various derivative products by transforming the diversified functional values of agricultural products or developing diversified auxiliary industries, and then combining them into a series of products to further strengthen the brand effect of rural products.
2. Create a fan traffic portal
Develop the fan economy Through the marketing model of the membership system, sharing system and other communities, we will build a bridge for agricultural products and rural tourism products, set up ports online, connect the connection between consumers and the countryside, and at the same time, improve the service experience and special activities offline, and use the principle of "fan economy" to enhance the stickiness and activity of consumers in the target market.
Strengthen the local experience Emphasize the creation of rural scenes, services, and atmospheres, excavate characteristics in rural scenery, environment, culture, etc., retain the original style of the countryside while presenting the theme of each place, strengthen the creation of rural atmosphere, and form a unique impression on consumers; In addition, it is also necessary to maintain the lives of the indigenous people in the local area, so that the real rural life scenes can cause emotional resonance such as consumer nostalgia, form specific emotional memory points, and promote consumers to extend their stay time and increase the chance of revisiting.
In summary, rural revitalization, industry is the key. If you want to develop the agricultural industry well, you must choose the rural advantage industry, create the ultimate agricultural product, become a fist product, occupy the consumer's mind, and increase consumer stickiness through diversified experience, and then develop a combination of products to increase industrial income, which is the way to revitalize the rural development industry!