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There is such a group of people, in the suburbs of Xi'an, who are not disturbed by the modern life of Xi'an people, and live their own long-inherited life, and it is precisely this for the people in the metropolis that it is a differentiated demand. What is sold in Yuanjia Village is an authentic local life. The development logic of Yuanjia Village is: "sell rural life, take rural life as the demand point of urban citizens, insist on taking villagers as the main body, organize villagers, and overcome the defects of decentralized operation".
1. The past and present of Yuanjia Village
Rural revitalization, what should our village do?
Everyone may have their own answer to this question, after 2014, the Yuanjiacun model has become a popular concept in the industry, what is the Yuanjiacun model, this is a troublesome question.
In 2007, Yuanjia Village is a two-storey small building with porcelain tiles in the north and south rows of east and west streets, it is a house built by the villagers during the construction of the new countryside, there is no problem from the perspective of residence, but if it is from the perspective of tourism, it does not have any landscape value, Yuanjia Village has been engaged in tourism for more than ten years, and the landscape has undergone very big changes.
Ten years later, Yuanjia Village, the scale has expanded, the foreign population has increased significantly, there is a residential community, the form of the house has also changed, the original two-story plate building has become the Guanzhong dwelling on both sides of the slope, from the east of Yuanjia Village to the west, the original village appearance is completely unrecognizable, it seems that it is a traditional village, Yuanjia Village is actually a traditional village.
If it is only a change in the landscape, it cannot be said that Yuanjia Village has created a miracle, and a set of data is used to illustrate the miracle created by rural tourism in Yuanjia Village. The original Yuanjia Village is not big, only 62 households, less than 300 people, today Yuanjia Village has merged several other villages, the scale has expanded, according to our statistics, in Yuanjia Village gathered the main body of entrepreneurship, investment about 1500 people, Yuanjia Village solved the employment problem of 3500 ~ 4500 surrounding villagers, driven by nearly 20,000 farmers around, through the development of Yuanjia Village tourism to achieve income increase.
In 2019, the passenger flow of Yuanjia Village exceeded 7 million, and the tourist flow of the village unit was not able to exceed that of Yuanjia Village, and it was very difficult for the passenger flow of many large scenic spots to exceed 3 million.
How much is the tourism income of Yuanjia Village?
There are many "legends" in the outside world, some say tens of billions, some say billions, today I will tell you a real data, in 2019 and 2020, the tourism income of Yuanjia Village is about 500 million, mainly by the collective income of Yuanjia Village, The income of cooperatives and the income of foreign investors are composed of about 380 million yuan in their annual turnover to enter the financial center of Yuanjia Village, but the personal tourism income of the villagers in Yuanjia Village, including the income of the homestay owners who have a large stock of the current stock, and the income of the surrounding villagers operating in Yuanjia Village are not counted.
The difference between Yuanjia Village tourism and tourism in other places is that it is a project with the village branch and village committee as the core, so the villagers are the main beneficiaries, and the per capita net income of the villagers of Yuanjia Village has exceeded 100,000 yuan last year and the year before last, which is very remarkable in rural China.
Second, two innovations in Yuanjia Village
Rural tourism, an innovator in the integration of three industries
Rural revitalization of the industry, industrial prosperity, the focus is on the development of rural industry, if the countryside does not have its own industry, there is no development of industry, then rural revitalization is actually no foothold, the increase in the income of villagers, the change of the rural environment must be centered on the industry, today, the industry of Yuanjia Village is thriving, rich in business, prosperous market, prosperous business, every household has money to make, in fact, Yuanjia Village is with a relatively complete business system and a more mature business model.
Three rural issues, innovator of rural revitalization
Take Wuzhen as an example, Wuzhen is a closed scenic spot operated by enterprises, while Yuanjia Village is to carry out rural tourism in the village where the original villagers live, and there are many rural tourism and farmhouses all over the country. Rural tourism in the country, basically started at the farmhouse, stopped at the farmhouse, until now the farmhouse is still a farmhouse, there is no major breakthrough. Yuanjia Village is different, by mobilizing and organizing the peasants, it has solved the disorderly and vicious competition of the villagers, and effectively realized the organization of rural tourism in one village.
3. Yuanjiacun model
The Yuanjiacun model is that the party branch and village cadres of Yuanjiacun mobilize and organize and lead the masses to be self-reliant, work hard, do not ask for government money, and do not seek investment from enterprises, innovate to solve the problems of agriculture, agriculture and agriculture, adhere to the integrated development of three industries, adhere to the expansion of the collective economy, adhere to the road of common prosperity, and initially realize rural revitalization.
You may think that the Yuanjiacun model is very complicated, and many people actually do not have a fixed definition when talking about the Yuanjiacun model. 90% of people's definition of the Yuanjiacun model is to build a snack street in the wilderness to attract people to eat snacks, so as to make rural tourism flourish and solve the problem of rural development, in fact, the snack street has nothing to do with the Yuanjiacun model. Snack Street is only one part of the commercial sector of Yuanjiacun, and its proportion in the entire commercial sector of Yuanjiacun is gradually decreasing.
The Yuanjiacun model is not a business model in the general sense, but an experience summary and manifestation form of rebuilding rural life and realizing rural revitalization.
The Yuanjiacun model is divided into two levels, and its rural tourism business model is built on the organizational model, which is mutually reinforcing, complementing each other, and combining the two into one, one is indispensable. What we can see is its business model, what we can't see is the organizational model, the business model is his table, and the organizational model is his inside. The fundamental reason is that there is no organizational model, and with the homogenization of commerce, it has fallen into a state of disorderly competition and vicious competition, and Yuanjia Village has solved this problem through the organizational model.
After Yuanjiacun has tourism IP and brand value, its rural tourism business model can be partially or completely separated from the original organizational model and replicated and expanded in other places. In the past, some people asked whether Yuanjiacun's business model could go out, and after several years, the success of Yuanjiacun's city store and provincial project basically proved that this model can be replicated.
Yuanjiacun business model - rural life complex
Yuanjia Village's rural tourism is doing well, business is booming, and the market is prosperous, is it just driven by a snack street? The business model of Yuanjia Village is in fact a rural life complex, which takes rural life as a tourist attraction to attract, stabilize, balance, and achieve a certain scale of passenger flow, and then develop rural industries and rural vacations, and finally form a multi-format rural life complex. Now the yearning of urban citizens for rural life has become a trend and trend, whether it can provide the business formats and products that urban citizens need, Yuanjiacun has solved this problem.
How to understand the success of Yuanjiacun?
The reason why Yuanjia Village has been able to succeed is that it has solved three major problems in the process of its development, which have so far plagued capital going to the countryside, government-led rural revitalization projects, and projects that the villages themselves want to do.
First, by building a rural life tourism attraction core, Yuanjia Village solves the problem of how villages far away from the city can introduce large-scale stable passenger flow. The countryside far from the city is basically hollowed out, and it is difficult to attract urban people, let alone develop rural industries.
Second, Yuanjia Village has solved the problem of making rural tourism an industry through the integration of rural three industries, allowing farmers to participate, and farmers can continue to increase their income.
Third, Yuanjia Village solves the distribution of villagers' interests through shareholding cooperation, and solves the problem of common prosperity of villagers through secondary distribution.
To put it simply, Yuanjiacun has solved three major problems in the process of development, how to let people come, how to make money, how to divide money?
At present, the biggest problem of rural tourism is the flow of passengers, if there is no relatively stable and balanced passenger flow, rural industry, business can not develop at all. But people come and may not be able to make money, we don't have this misunderstanding, think that as long as people come can make money, for example, we understand, Xi'an's Terracotta Warriors and Horses is 10 million passenger flow every year, the Terracotta Warriors and Horses set up a mandatory commercial street, 1.5 kilometers long, tourists must cross this street, in order to leave the Terracotta Warriors, theoretically open a shop on this street, 10 million people a year pass in front of your door, it must be profitable, but there is no money-making merchants on this street.
Rural tourism with the village as a unit must solve the problem of benefit distribution, and the villagers must be prosperous together.
Fourth, the resources and ideas for the development of rural tourism in Yuanjia Village
In 2007, Yuanjia Village was a hollow village, the assets of the village collective were negative, and the only resource was the construction land left by the village-run enterprise, but Guo Zhanwu found a new resource. He believes that the traditional customs of the countryside and the daily life of the villagers are a kind of tourism product if they can meet the needs of urban citizens through a careful design. Yuanjia Village has created an impression experience place in Guanzhong, allowing citizens from Xi'an, Xianyang and surrounding urban agglomerations to experience a different rural life.
In the past, many summaries have been made on the success of rural tourism in Yuanjia Village, in fact, the core keyword of rural tourism is "farmers", that is, who is the main body of rural tourism. Guo Zhanwu seized this opportunity and played a peasant card, and we found that wherever rural tourism is engaged, there are almost no farmers, or there is no in-depth communication with farmers, and we cannot experience rural life.
For example, Huaxi Village, Huaxi Village is the first village in the world, its degree of wealth is beyond doubt, the annual sales income reaches tens of billions, and the industry is mainly based on steel, hardware, textiles, chemicals, etc., what is the experience of traveling to Huaxi Village? A ticket for visiting a villa in Huaxi Village is 50 yuan, but in fact it has no ornamental value. Huaxi Village Longxi Hotel roof placed 300 million to build a pure golden bull, although it is unique in the country, but there is not much tourism and ornamental value, if the 300 million to build the golden bull can be seen by the whole country, now someone will take 3 billion, 30 billion to build a bigger golden bull, or even a golden bull herd for people to see. We know that Huaxi is developing very well, and the villagers of Huaxi Village are living very happily, but it has nothing to do with us, it doesn't sell life, and we can't participate in it.
What is the reason why rural tourism can attract people from the city? There are green waters and lush mountains, building a stone house in the mountainous area, building a seagrass house by the sea, having a pit kiln in Longdong, having a bamboo building in the south, and a snow house in the north, and so on. The purpose of these examples is to show that rural tourism is falling into the trap of making an eye-catching project, which may attract people on holidays and weekends, but it is usually difficult.
What are the core values (tourist attraction) of Yuanjia Village?
What is the tourist attraction of Yuanjia Village? To sum up, it is to restore the traditional Guanzhong folk customs and rebuild the rural life of Guanzhong. Yuanjia Village does not sell landscapes, let alone spend money to build landscapes, it is to use the lives of villagers and villagers as tourism resources to attract urban people. Therefore, Yuanjia Village tourism is a complete sense of rural tourism, which includes villages, villages, villagers, urban citizens go to the countryside to find nostalgia, to experience folk customs, to experience the kind of human touch with the villagers, in Yuanjia Village can be realized.
5. Common prosperity and rural revitalization
Common prosperity is the vision and result of rural revitalization, and common prosperity is actually to ask those who earn more money to distribute money to those who earn less. So how did Yuanjia Village organize the villagers, and what were its steps and methods?
The steps, methods and forms of organizing the peasants in Yuanjia Village
Use industrialization to make the villagers earn money. The situation of each villager and his family is different, so it is necessary to solve the distribution problem through cooperative secondary distribution and create a platform for farmers to start a business. If it is an enterprise that invests in rural areas, the income is not linked to the farmers, and the enterprises provide some jobs and employment opportunities for the farmers at most, such as security and cleaning, and the farmers have long been dissatisfied with this situation, and the farmers are also eager to have their own business and development platforms.
In the process of development, special attention is paid to discovering, cultivating and supporting advantageous projects, and finally industrialization. In order for everyone to achieve common prosperity, it is necessary to involve more villagers through the establishment of farmers' cooperatives. Or take the oil and spicy people as an example, the villagers become the shareholders of the oil and spicy cooperatives by taking shares, and finally become all the villagers into shares, and the oil and spicy cooperatives have become a new type of collective economy.
Therefore, Yuanjia Village has realized the three changes, which is a real industry-based and villager-based income increase, and if there is no industry to rely on, there is no value and significance for the villagers' income increase. The collective economy of Yuanjia Village has also broken the abstract concept of collective economy in the past. The collective economy of Yuanjia Village directly corresponds to every household, 62 villagers, each of whom is a member of the collective economy of the village, and the villagers have high enthusiasm.
Rural development is very complicated, Yuanjia Village is not smooth sailing, and it can even be said that it is full of traps, step by step, every distribution of interests will cause huge contradictions and conflicts, and the ugly side of human nature is vividly expressed, some want to drink pesticides, some want to kill people and set fires, and some want to commit suicide by throwing themselves into the river, but under the goal of Guo Zhanwu unswervingly taking the road of common prosperity and unswervingly safeguarding the interests of the majority of people, the villagers finally returned to rationality. We also found that the villagers do not demand absolute average, but more hope that your development can lead to my development. Therefore, in the process of rural development in the future, we must pay attention to the intersection of interests, so that everyone can become a community.
Yuanjiacun's exploration and practice have proved that as long as we uphold the party's leadership, implement the party's rural policies, play the leading role of the secretary, play the core role of the branch, and the cadres can truly serve the masses and uphold the dominant position of the peasants, we will be able to do a good job in rural affairs. Rural revitalization has to return to the state of mobilizing and organizing the masses in the early days of the Communist Party, and truly do the specific work of the rural masses.
We now want to spend money to create a big landscape when we engage in tourism, which is very simple, but it is very difficult to really train a farmer into a high-quality business entity and entrepreneurial entity. If you want to make a unique and unique rural tourism project, you must rely on the villagers.
Yuanjiacun has indeed created a lot of national firsts, an ordinary northern hollow village, if there is no strong innovation ability can not achieve industrial development at all, if not adhere to common prosperity can not burst out of strong vitality, Yuanjiacun is an innovator to solve the problem of agriculture, agriculture and agriculture, but also to achieve a practitioner of rural revitalization.
Copyright Notice: The article comes from the Insight Academy, author: Zai Jianwei, the copyright belongs to the original author, reprinting needs to be indicated, only for learning and exchange, if there is a source marked wrong or infringing, please contact us, we will correct and delete it in time, and apologize.
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