Author: Mo Wenjian, Chief Strategy Officer of Zhejiang Township Lifang Rural Development Group.
Recently, we have intensively investigated some rural projects around Shanghai, and found the following common phenomena:
First, most of the rural projects in the human settlements after the renovation of the basic stay in the layout of the rural cultural tourism format, the implementation of some characteristics of homestay building, folk culture promotion, artists in the village and agricultural products cultural and creative packaging, etc., look good, but can not withstand the careful calculation of the "economic account" - the face is there, but the lining is still very thinTo put it bluntly, it doesn't make money
Second, after a considerable number of projects were constructed, they were on fire for a while, but there were not many "repeat customers". From the analysis of specific business formats, it is trueThe selling point is insufficient, and it is difficult to attract people to continue to consumeThe "iteration" of business operators is very frequent, and there is generally a lack of confidence in the prospects
Third, grassroots cadres generally focus on and grasp the pointFocus on "rural operations".I always feel that the most lacking thing in the countryside is the key element of operation, as long as the operator is found, all problems can be solved.
Many cadres from the north and the central and western regions come to Jiangsu, Zhejiang and Shanghai for research, and they are always very emotional: after the rural landscape here is improved, the conditions for the development of rural cultural tourism are very sufficient, the economy is developed, the population is dense, and there seems to be no shortage of business no matter how you do it. As everyone knows,"Low level of homogenization" is also becoming a common problem in the field of rural revitalization, including in the Yangtze River Delta region. Consumers do not pay for the same, one-size-fits-all rural cultural tourism, and the large-scale loss of the homestay industry illustrates this truth. Some industry professionals also analyzed that from beautiful villages to beautiful economies, the rural revitalization work in some coastal areas is actually very superficial and short-term, and it is not good-looking, or the development momentum is not sustainable after the fire, and the key to comprehensive rural revitalization has not been found. Judging from the projects we visited, these seemingly "nitpicking" evaluations do have some truth. In addition to the bleak business of the B&B, many farmhouses, campsites and some characteristic towns based on pastoral complexes are not optimistic, some rely on the best subsidies to barely maintain, and some continue to change hands to find pick-up heroes, and there are very few who really "laugh to the end".
Why is this happening?
In front of us, it may be a fact that many decision-makers and practitioners are embarrassed, that isEveryone's general understanding of rural industries, as well as some construction ideas, are often too simplistic, idealistic and utilitarian。During this time, meetings were held all over the country to learn from Zhejiang's tens of millions of projects, and there were many large and small forums held by industry associations and ** institutions, some of which we participated, but more of them were paid attention to through the circle of friends, short ** and ** reports. Everyone's understanding of the importance of "industrial revitalization" is unified, and they are all calling for industrial revitalization as a key starting point. However, the perception of the rural industry itself is very superficial
A considerable part of them are still stuck in the concept of "rural e-commerce", and are still doing the basic work of "production and marketing docking". In fact, in recent years, the Ministry of Commerce and the Ministry of Agriculture and Rural Affairs have promoted "agricultural products into the city" and "consumption assistance", which has greatly broadened the marketing channels of primary agricultural products and achieved remarkable results. However, facts have proved that the "sense of gain" of the peasants is not strong just by selling agricultural products, and there are not a few who do not make money, let alone get rich. Channel providers are also miserable, and there are not many who really rely on primary agricultural products to make money. The reason is very simple, the premium ability of most primary agricultural products is very weak, especially on e-commerce platforms, and the sales of products are often hit to the bottom. It's safe to sayThe value chain of the primary industry itself is very short, and if we do not make a fuss about the integration of the three industries, it is extremely difficult to achieve rural revitalization through the primary industry.
In exchange with the cadres from other places who came to Zhejiang to inspect the 10 million project, we also found that a considerable number of people regard "rural cultural tourism" as the top priority of rural industry revitalization. In this regard, Zhejiang's experience in building "beautiful villages" and the means of developing a "beautiful economy" may have somewhat "misled" cadres from other places. Indeed, homestays, farmhouses and some villages are one of the outstanding achievements of rural revitalization in Zhejiang. The problem is that the provincial and county conditions are different, and the conditions for the development of rural cultural tourism in Zhejiang are not available at all in many central and western regions and northern regions. At the same time,The format of rural cultural tourism iterates quickly, and there are obvious life cycle limitations, so it cannot be blindly copied。Among them, there is another reason, many rural cultural tourism projects are short, flat and fast, and it is easy to make political achievements, which is also the reason why some cadres are enthusiastic. Worry-free, just draw a gourd in the same way. This phenomenon is very common, and almost every place has left some "good-looking and not hot" model projects, except for the investigation and research of the reception room, there are few real consumers.
There are also some places,Grasp the county economy in the traditional way of attracting investmentIt is hoped that the traditional investment promotion routines of "big projects" and "big projects" will be used to achieve rural revitalization. The county organized various special classes to go to all parts of the country to attract investment with unprecedented efforts. This approach was very lively at first, but in the end, it had little effect. Objectively speaking, in the current environment, there is indeed a dilemma of "no business to recruit" in many places, and it is not easy to attract some real "revitalization" projects for the countryside. This kind of investment promotion idea is essentially no different from the traditional empowerment of land transfer and tax return policy elements。Even if a few projects can be implemented, careful analysis shows that it is not closely related to rural revitalization, especially the prosperity of farmers and the increase of collective economic income.
Therefore, when we discuss the revitalization of rural industries, we must first return to the "rural industry" itself, what is the rural industry?What is a rural industry with future value?What is the key means of rural industry revitalization?
At last year's National Rural Work Conference, ** proposed".To promote the revitalization of the industry, all localities must ponder the three words of 'native products' thoroughly. There are many interpretations of "local specialties" on the Internet. As far as my personal understanding is concerned, the so-called "soil" refers to the water and soil and the rural resources based on itThe so-called "special" refers to the customs and characteristics with regional characteristics;The so-called "production" is to start with local characteristic products and gradually form a complete industrial cluster with the integration of one, two and three, so as to lengthen the interest chain and empower local development to the greatest extent. So it seems,The so-called rural industry, it must be based on the service and development of the countryside, based on the primary industry, through the "successive" diversified integration means, for the development of specific villages to form a "small and special, small and beautiful, small and refined, small and excellent" industrial cluster, in the way of value reengineering and business reconstruction, so as to benefit from the local farmers and the collective economy
Of course, this definition may not apply to traditional large-scale farming areas. For large-scale agriculture and brand agricultural enterprises, the scale of one industry itself may prove the direct results of "industrial revitalization". However, it should be noted that in more parts of the country, the countryside is generally in the state of "small farmers" - the per capita arable land is very limited, the scale of the local agricultural industry is not large, and the production methods are also very traditional. We think more about what to do with these placesHow to accurately find the driving force for the industrial revitalization of these villages?Through a large number of practical cases in the township cube, I have been trying to "".Redefined"The way to find a breakthrough——Redefine rural products and industries, especially through the power of science and technology, to create a new core competitiveness for rural products and industries, so as to achieve stronger premium capabilities。Township cubes are being laid out in the whole countryFishing CubeHoney CubeZhongxiang YanSauce cubeMoe CubeIt is to use science and technology to open up a new blue ocean market in the traditional agriculture, forestry, animal husbandry and sideline fishery industries. A local ordinary agricultural product, get rid of the homogeneous low-level competition, through deep processing and the empowerment of new consumption formats, establish its own unique new competitive advantage.
In Changshan, Zhejiang, the local government promoted the landmark product "Hu Yu" to become "double pomelo juice" through deep processing, realizing the beautiful turn of the industry, which provided a very convincing evidence for my above view. In the past, no one cared about the fresh fruit of grapefruit, but now it has become the main raw material for young people's health drinks in Jiangsu and Zhejiang, and the value of the product has increased more than ten times, thus providing enough space for planting, processing and marketing. In Linhai, Zhejiang, there are also companies that are innovating to launch "orange and grapefruit juice" in an attempt to break through in the fully competitive citrus market. We have provided a high-quality development plan for the full-branch development of Hubei Laifeng rattan tea, which is to extract flavonoid essential oil from the waste rattan tea straw through supercritical technology, and plan to build a daily chemical industry cluster based on flavonoids as raw materials for the local area on the basis of "drinking", and open up a broader development space for the rattan tea industry through "use". The key to the success of these cases is, without exception, scientific and technological innovation!It has not only changed the physical form of ordinary agricultural products from the outside to the inside, but also increased the user base by several times or even dozens of times because of the expansion of its functions and use scenarios, and its value has also achieved simultaneous growth.
How to find more rural paths to Chinese-style modernization?Obviously, in the process of promoting the five major revitalizations, the most urgent thing is that we must inject source power into the revitalization of rural industries through scientific and technological innovation. It's not an easy path, but it must be walked through.
Guangxi Township Cube is a holding subsidiary of Zhejiang Township Cube Rural Development Group, focusing on providing planning, design, implementation of integrated solutions and whole-process operation services for rural revitalization, covering rural revitalization regional solution top-level design, brand agricultural industry innovation and upgrading, brand rural overall building, rural industry planning and landing, rural operation whole-process guidance services and project undertaking and other rural empowerment services.
Zhejiang Township Cube Rural Development Group has so far had 900 regional public brands, rural brands, corporate brands of service experience, Guangxi Township Cube has been for Guangxi Laibin City Liuduan Village, Jiangyantun, Gaotiantun, Guchitun, Lanjiatun, Gulingtun, Guilin Maozhushan Village, Qianjing Village, Liuzhou City, Liuzhou City, Siping Village, Baise City and a number of rural revitalization demonstration villages to build services. In particular, the construction of Liuduan Village, by digging deep into the connotation of Yao culture, tea culture and folk culture in Jinxiu Liuduan Village, making full use of the resources of the new and old Yaozhai in Liuduan, building the old Yaozhai into an Internet celebrity check-in point, and building the new Yaozhai into a livable new countryside, and supporting the Yaozhai Agricultural Innovation Dream Factory and the Liuduan Village Tea Tourism Industrial Park, Liuduan Village will be built into a demonstration model for the integration of "tea culture and tourism" and rural revitalization. In November 2023, Liuduan Village was selected as China's Beautiful Leisure Village in 2022, and it was pleased to mention the new signboard of "National Brand". Township Cube Rural Development Group does not forget its original intention, keeps its mission in mind, adheres to the strategic guidance of "revitalizing the countryside with the mission of common prosperity", and deeply cultivates the field of agriculture and rural service industries, so as to realize the systematic integration of rural agricultural tourism resources and products, value reconstruction, and create new opportunities and new wealth for the countryside.