In 2017, the first document put forward the concept of "pastoral complex" for the first time, "the pastoral complex is dominated by agriculture, with the full participation and benefit of farmers as the premise, with agricultural cooperatives as the main construction body, with agriculture and rural land as the carrier, integrating industry, tourism, creativity, real estate, exhibition, expo, culture, commerce, entertainment and other three industries related industries and supporting industries, forming a multi-functional, complex, innovative industrial combination". The pastoral complex emphasizes the "integration of three industries" of primary, secondary and tertiary industries, the "trinity" of agricultural and cultural tourism, and the "synchronization of production, production, and life" of rural production and living ecology.
From this point of view, a successful pastoral complex must be supported and empowered by multiple industries to present a diversified and multi-dimensional development situation, so how does it derive multi-industry development through core agriculture and empower each other? Let's take a look at how a successful pastoral complex carries out self-cultivation.
Agriculture is the core and leading
In the first document, it is pointed out that the pastoral complex is dominated by agriculture, and the main body should be farmers or professional farmer cooperatives composed of farmers, rather than enterprises or other subjects. Therefore, behind the successful pastoral complex, there must be a successful agricultural core industry as the main support. The town of Obuse in Japan is famous as the hometown of chestnuts for 600 years, and the countryside tour of Obuse Town revolves around the agriculture of chestnut production as the primary industry and driving force. Tianfuyuan in Dujiangyan, Chengdu, Sichuan Province is based on the grain, oil and vegetable industry and the characteristics of Hongyang kiwifruit to build a pastoral complex. Starting from the grape planting industry, Australia's Hunter Valley has derived from the integration of wine manufacturing, agriculture and animal husbandry, tourism and other industries. The Fresno agricultural tourism area in the United States takes agricultural production as the main body, and has developed an industrial framework of agricultural characteristics and service towns + theme tour lines.
Industrial derivatives
When a pastoral complex has a core agricultural industry, it is natural to process agricultural products to derive an industrial secondary industry. The town of Obuse in Japan has delicately reprocessed the core agricultural chestnut to create many special products, such as various chestnut desserts with Mont Blanc as its signature, chestnut yokan, chestnut puree, sweets, sticky rice, and more. Starting from lavender farming, Provence in France has developed a series of attractive lavender processing and manufacturing products, such as lavender perfumes, cosmetics and skin care products, essential oils and clothing. The pastoral complex of Wufu Town, Wuyishan City, Fujian Province, China, takes the cultivation of white lotus and the cultivation of Wuyi rock tea as the core, and reprocesses the rock tea and white lotus into agricultural tourism and leisure commodities through the intensive processing of agricultural products, so as to increase the value of agricultural products.
Derivative of the tourism industry
When the pastoral complex has the core of the agricultural industry, coupled with the derivation of the industrial industry, and the experience and retail links are mature, the tourism industry will also come into being, and the tourist attractions, hotels, homestays, restaurants, shops, etc. will enrich the destination of the complex and promote the development of tourism. Japan's Kosuge Genryu Village takes the most natural and primitive rural life in the village as the core attraction point, and decorates more than 100 rooms in the village into a unique old mansion ** B&B and connects the entire village in series, and even the station has been transformed into a unique B&B reception area, becoming a base for Japan to experience the original life of the countryside. Australia's Hunter Valley makes full use of grape planting and winemaking to create an exquisite wine experience route of eating, living, visiting and shopping in the winery, tourists can visit the winery and learn and taste the wine, live in the winery castle to feel the idyllic life, and can also take a hot air balloon ride through the vineyard, visiting the winery has become a must-visit trip for tourists to Australia.
Creative Industries Spin-off
Taking advantage of the unique geographical environment and industrial conditions in the pastoral complex, some creative industries have come to the fore and become a special selling point in the pastoral complex, creating a fresh and novel experience for tourists, thereby improving the overall attractiveness of the pastoral complex. Mokumoku Village in Mie Prefecture, Japan, starts from pig breeding and agriculture, and builds six major links of "food, housing, transportation, travel, shopping and entertainment" around production and processing, and creates the core IP - pigs. There are handmade sausage making courses here for customers to experience the joy of handicraft, all kinds of interesting theme homestays, farm handicraft experience activities, etc., and the image of the pig is created everywhere in the park, condensing the super IP creativity of the pig. The Zhujialin Pastoral Complex Project in Yinan County, Shandong Province takes millet grains, pearl oil apricots, and woody oilseeds as the economic industries, and develops with creative agriculture and cultural and creative agriculture as the core, integrating the original rural aesthetics and artistic creativity into the tourism industry. Among them, there are all kinds of interesting agricultural experience parks, art communities, etc., which are the representatives of unique and creative pastoral complexes in China.
Real estate industry derivation
In pastoral complexes, the construction of leisure clusters and residential development belts can stimulate real estate demand. Residential communities that can concentrate the population have become the core of the urbanization of pastoral complexes. Some buildings and spaces that use local characteristics to express local culture and art have been built. The "Peaceful and Hopeful Field" created by New Hope Group is guided by the deep integration of the agricultural industry, and further optimizes the living environment through the planning and development of resort health care, demonstration farms and other projects, which is also a case of pastoral complex development model signed by real estate developers and ** cooperation.
Derivative of the exhibition industry
The pastoral complex with the exhibition industry as the driving force can quickly inject strength into the core agricultural industry through the mutual empowerment of the exhibition and the agricultural industry. Located in Fuhong Town, Qingbaijiang District, Chengdu City, Sichuan Province, the "My Pastoral" pastoral complex has become a representative case of pastoral complex with organic integration of primary, secondary and tertiary industries with a high-standard modern fruit and vegetable base and a high-quality rose garden garden as the main plan, and the Asia-Europe Agricultural Products Trade and Exhibition as the engine.
Derivative of the expo industry
The derivation of the expo industry in the pastoral complex can organically combine agriculture and art, so that the pastoral landscape and rural culture can also have ornamental, cultural, scientific and even educational value. The expo with different themes also makes the complex full of vitality and development momentum, thereby promoting the second visit of tourists. The modern Silk Road Pastoral Complex in Minle County, Gansu Province, realizes the revitalization of the countryside by creating a pastoral complex integrating modern agriculture, cultural tourism and rural communities. Among them, the cultural exhibition hall has attracted many tourists to experience the homestay culture and special food, promoted the sales of agricultural products, and also inspired the local area to further hold intangible cultural heritage performances, rape flower festivals, pear blossom festivals and other expo activities to improve the revisit rate of tourists.
Cultural industry derivation
Pastoral complexes with cultural characteristics can also create characteristic cultural IPs through cultural empowerment, providing core development momentum for the complex. The "Rice Dream Space" pastoral complex in Shenbei New District, Shenyang City, Liaoning Province, takes rice farming as the core, creating a rice field art kingdom that integrates and innovates Xibe culture and rice culture. Shenbei New District, Shenyang City, where the park is located, is known as the "Hometown of Chinese Rice Field Painting", and there are the country's largest rice culture theme park, agricultural science and technology experimental demonstration base and tourism maker base in the park. The industrial park has also established the country's largest education and science popularization base for primary and secondary school students with agricultural culture as the medium, and has incorporated rice culture into all aspects of "production, processing and sales", realizing the output of rice culture.
Entertainment industry spin-off
The derivation of the entertainment industry in the pastoral complex can maximize the expansion of the tourist group, prolong the stay time of tourists, allow tourists to deeply experience rural customs activities, empower the tourism link, and increase their return rate. Walter Peak Highland Farm in Queenstown, New Zealand, develops a variety of agricultural leisure activities with agriculture and animal husbandry as the core, and visitors can take the famous TSS century-old steamboat to the farm. At the farm, visitors can enjoy fun performances such as sheep shearing show, sheepdog herding show, English afternoon tea and barbecue in a traditional English villa, and spend an entertaining and educational day. The Lujia Village Pastoral Complex in Anji County, Huzhou City, Zhejiang Province not only makes bold innovations in leisure agriculture and rural tourism, but also initiates a new night tour experience, where tourists can take a sightseeing train at night to reach the time station, ** Streamer overflowing light show, experience a street of food night market, and inject new vitality into the nightlife of the countryside.
Derivatives of the commercial industry
In a successful pastoral complex, the sales of various agricultural products and derivative souvenirs and souvenirs have long been integrated into the entire experience process in the park, and tourists have realized product transactions during tours or activities in the park. For example, the aforementioned Zhujialin Pastoral Complex in Yinan County adheres to the combination of online and offline sales platforms to help the development of a number of local brand e-commerce and realize brand management. The high-quality fruit and vegetable products of Chengdu Qingbaijiang "My Garden" Pastoral Complex are launched as a fruit and vegetable brand with the same name as the park.
With the popularity of leisure agriculture and rural tourism in recent years, pastoral complexes can create a new industrial model that reflects the multi-functional compound and comprehensive value through a variety of ways such as + agriculture, + cultural and creative, + tourism, + vacation, + exhibition, + education, + science and technology, etc., and shine as a way of new urbanization development.