On February 16 (the seventh day of the Lunar New Year), Mr. Liu, a tourist, took a family of three to stroll through the snack street of Yuanjia Village, Liquan County, Xianyang, Shaanxi, and the whole street was crowded with people. As soon as he finished eating the hot and sour noodles, he began to look around again for the next food without queuing.
Yuanjia Village, Liquan County, Xianyang City, Shaanxi Province.
In 2023, Yuanjia Village will receive more than 8 million tourists annually, with a total annual tourism output value of more than 1.2 billion yuan and a per capita annual income of more than 150,000 yuan. "From the war-torn settlement in the Northern Song Dynasty to the prosperity of workshops in the Ming and Qing dynasties, Yuanjia Village has experienced thousands of years of vicissitudes and changes, and in recent years has become famous for its original Guanzhong folk culture and quaint rural features. Why is Yuanjia Village so "hot" and enduring? We try to find out here.
Why stay in Yuanjia Village?
A bowl of "farmhouse rice" can achieve "prosperity" at the doorstep
Walking into the Yuanjiacun Village History Museum, the ** and pennants displayed in the museum all tell everyone the history of Yuanjiacun. Since the 70s of the last century, Yuanjiacun has undergone three transformations. From 1970 to 1978, Yuanjia Village actively developed the collective economy and became a benchmark for the agricultural front in Shaanxi Province and even the whole country. From 1978 to 2005, industrial enterprises were established, and cement factories became the pillar industry of Murakami.
Wang Chuangzhan, director of the Yuanjia Village Committee.
Since 2007, Yuanjia Village has given full play to the accumulated characteristics and unique advantages of historical formation, and built a rural tourism complex with Guanzhong folk culture as the background. Wang Chuangzhan, director of the village committee of Yuanjia Village, said that the original concept of rural tourism was basically a farmhouse, and Yuanjia Village was 70 kilometers away from Xi'an City. It became the main "problem" at that time. "Yuanjia Village started as a tourist on the basis of farmhouse, and the theme positioning is Guanzhong folk culture, attracting people in the form of tourism, so that farmers can sell farmhouses in their own homes. ”
Hui Wenxia, a villager in Yuanjia Village.
In 2007, when Murakami developed rural tourism, I opened the first farmhouse based on local cuisine, and now my annual income has increased several times. "Hui Wenxia is not only an aboriginal villager, but also the owner of the No. 11 Farm Inn in Yuanjia Village. Previously, Hui Wenxia worked in the cement factory of a village-run enterprise, with a salary of several hundred yuan a month, a stable income, and a steady heart. When the village first started rural tourism, she, like most villagers, took a wait-and-see attitude.
After patient communication with the village cadres, she was selected as one of the two demonstration households in the village, and set up a farmhouse based on local vegetables that year, becoming one of the first villagers to benefit from the village. "In fact, we are just cooking 'home's own food', simple, pure and healthy. After seeing that I made a profit, the farmhouse in our village grew from the initial 2 households to 5 households, and then more than 60 households in the village began to participate in the construction of rural tourism. Hui Wenxia said.
Watching the endless stream of tourists walk past her door every day and merge into the bustling snack street, Hui Wenxia is beautiful in her heart: "This is good, the snack street diverts tourists, or there are too many customers, and people are too tired to resist." The reason why they are calm and "don't grab customers" is because they are all shareholders of the cooperative, and no matter whose business is booming, everyone benefits together.
There are so many dividends that I can't figure it out. Looking at another text message on her phone, Hui Wenxia smiled happily. Today, Hui Wenxia's annual income has reached about 600,000 yuan. In her words, as a villager in Yuanjia Village, she feels very happy.
During the Spring Festival, the villagers of Yuanjia Village perform performances to welcome tourists from all over the world.
Why did you choose to go back to Yuanjia Village?
Rural development needs us, and this is the mission of the younger generation
In 2010, there were already a lot of tourists coming to Yuanjia Village, but there was a problem, there were many tourists during the day, and they all left at night. How can you keep people? Wang Chuangzhan said that they began to transform and upgrade to do rural vacations, build inn areas, and create conditions for tourists to stay overnight. Tourists have a new problem when they stay: they have nothing to do when they come out at night. As a result, Yuanjia Village has built supporting blocks such as bar street and art street, gradually realizing the transformation of Yuanjia Village during the day to "Yuanjia Village under the moonlight". This has also attracted groups of talents to return to their hometowns to start businesses and foreign investment.
As the son-in-law of Yuanjia Village, Zhang Lei has been doing international self-driving tours outside, and after working hard for many years, he returned to Yuanjia Village in 2017 to invest in and operate boutique homestays, and currently serves as the president of the Yuanjia Village Homestay Association, with 3 self-owned homestays in operation. Zhang Lei said that he chose to return to Yuanjia Village to invest and start a business, first of all, the consideration is that the passenger flow of Yuanjia Village is large enough, and secondly, this idea of driving the whole village to get rich together is very attractive to him, "I also invest in the cooperative in the village, in addition to the operating income of the homestay itself, there are other share dividends, which can not be obtained in other places."
Today, there are more than 30 high-quality homestays in Yuanjia Village, and different tourists can find their own accommodation fun. Zhang Lei said that every holiday, Yuanjia Village is the first to be full of homestays, and then farmhouses, which reflects the improvement of tourists' consumption level and quality pursuit. The B&Bs in Yuanjia Village are also constantly improving their quality to meet the needs of tourists.
Wang Qi, deputy director of the Yuanjia Village Committee.
Wang Qi, a young man born in 1993, is a native of Yuanjia Village, who entered a central enterprise after graduating from university, and resigned in 2019 and returned to his hometown to become a member of the village committee. His personal growth has always been closely linked to Yuanjiacun. Wang Qi told reporters, "I remember when I was a child, the village developed industry, and my parents worked in the factory. ”
Wang Qi has been studying and working outside, and he returns to the village less often every year, but every time he goes home, he can find that the village has changed dramatically. Why did you choose to go back to Yuanjia Village? Wang Qi said, "Rural development needs us. Yuanjia Village has a cultural tourism industry, and more post-80s, post-90s and even post-00s have returned to the village one after another to make Yuanjia Village better, I think this is the mission of our generation. At present, Wang Qi serves as the deputy director of the village committee in Yuanjia Village, mainly responsible for the reception of party and government organs, enterprises and institutions, and non-governmental organizations across the country, including **, universities, party building, etc. "The power of the individual is very small, but if all the aborigines, new villagers, and merchants of Yuanjia Village are firmly connected, I think the development of Yuanjia Village has infinite possibilities in the future. Wang Qi said.
Why come to Yuanjiacun to start a business?
One person is not rich, but driving everyone to be rich is really rich
At 11 o'clock at noon on February 6th, Yuanjia Village, Liquan County, Xianyang City, has been crowded with tourists from all over the world, people with curiosity about rural food, eat here with relish, fashionably dressed girls holding retort cakes while walking and eating: "Guanzhong snacks, here is the best taste." ”
Ma Qiufeng, president of Yuanjiacun Vermicelli Workshop Cooperative.
In the handmade vermicelli shop on the snack street, Ma Qiufeng, the president of the vermicelli workshop cooperative, is packing vermicelli with the clerk, and the reason why it is called the president is that the vermicelli club and other yogurt, oil, spicy, vinegar and other workshops are all cooperatives with villagers as shares.
In 2014, I closed the business of the clothing store and came to Yuanjia Village to open a vermicelli workshop. Ma Qiufeng said that he never thought that a bowl of hot and sour noodles would get out of the predicament.
As the country vigorously promotes the construction of the most beautiful countryside, how to meet the food experience of urban tourists entering the rural scenic spots has become a problem that thousands of food operators in folk experience villages represented by Ma Qiufeng need to think about. "The freshest ingredients and the simplest production process can bring diners the best food experience. Ma Qiufeng said.
In Yuanjia Village, all snack bars that use vermicelli are produced by vermicelli cooperatives**, which is the last large-scale production before the long holiday. Ma Qiufeng told reporters, "At present, the annual income of the vermicelli cooperative exceeds 10 million, and the villagers and I are not only neighbors, but also each other's shareholders." If you want me to say, one person is not rich, but driving everyone to be rich is really rich. ”
Today, there are more than 30 cooperatives in Yuanjia Village, large and small, with workshops, agricultural product processing, urban experience stores, infrastructure and other forms. Wang Chuangzhan said, "For example, our parking lots, shuttle buses, and tourist buses are all in the form of cooperatives. As long as we can make money, we will set up cooperatives and involve the villagers. ”
Why Yuanjia Village?
There are so many places in the country to develop rural tourism, why is Yuanjia Village the most successful? Wang Chuangzhan said that Yuanjiacun has always had a sense of crisis in the process of development, and how to continue to develop is very important.
In addition to relying on tourism to bring people in, Yuanjiacun put forward the "going out strategy", also known as the "into the city, out of the province" plan. "Entering the city" is to use the brand and reputation established by Yuanjiacun for many years to go out and open a "Yuanjiacun City Experience Store"; "Out of the province" is to use the experience and ideas summarized by the people of Yuanjia Village to create "Yuanjia Village" with different regional and cultural backgrounds in other provinces.
Xi'an Qujiang Intime City Yuanjiacun City Experience Store.
In 2015, Yuanjiacun opened its first city experience store in Qujiang Yintai in Xi'an, which was also the first step in their strategy of going global. Ma Jingchao, the store manager, said that in order to ensure that Xi'an citizens can eat the same food as Yuanjia Village, the "Chengcheng Store" has its own secrets. Before opening a store, they will post "hero posts", and then organize "competitions" by category, and select the best stall operators through competition.
The ingredients in the store are also transported from Liquan County, Xianyang, where Yuanjia Village is located, every morning, and the food of Yuanjia Village is delivered to the tables of citizens and tourists through the unified raw material standards of the place of origin to ensure food safety and hygiene. Ma Jingchao told reporters that at present, 30 merchants and more than 100 staff members in the store are local villagers in Liquan County, which has also driven local employment.
On February 16, aerial photography of the parking lot of Yuanjia Village.
Today, Yuanjiacun has opened 18 urban experience stores in Xi'an, Xianyang and Baoji, and has successively created 5 folk tourism experience places with local characteristics in Qinghai, Shanxi, Hainan and other places. Wang Chuangzhan said that every store in Yuanjia Village is in the form of a peasant shareholding system, and capable peasants in Yuanjia Village will be brought out to work and start a business, and those who can't go out will bring out the money to buy shares, and the peasants will directly and indirectly follow the industry in the income, thus solving the problem of industrial extension in Yuanjia Village.
Yuanjia Village has driven industrial development through rural tourism, and has successfully explored the "Yuanjia Village" model of rural collective economic development, which is a branch, company, cooperative, and joint-stock farmer, and has become a representative of rural revitalization. Why Yuanjia Village? The answer to this question is actually contained in every industrious figure, every successful exploration, and every policy practice to activate the vitality of the countryside on this land.