Rural cultural tourism is not beautiful. Why do these three entrepreneurs "draw water with a sieve"?

Although the trillion rural cultural tourism market is large, what kind of participants can get "soup" in the future is worthy of in-depth investigation by investors. History is the best teacher. In this issue, three typical cases of rural tourism entrepreneurship failure were sorted out according to interviews.

I believe that Cheng Hanlong's imprisonment in Yaowan, Wuyuan, Jiangxi Province will definitely remind amateurs who are interested in rural tourism to avoid the "big yelang" so as not to lose all their money; The Xiangju Building in Wali, a suburb of Beijing, was forcibly demolished, and Yang Delu 14 years' hard work was wasted, which will certainly warn entrepreneurs not to take any chances on the land issue, otherwise it will be a disaster; The sale of Shaanxi Bailuyuan Folk Culture Village is a true portrayal of China's tourism industry falling into a strange circle of imitation. In order to survive, rural travelers should start from the heart and the local area, create rich rural lifestyle products, and meet the needs of urban people to "pin their homesickness".

Undoubtedly, the entrepreneurial environment of rural tourism is improving, whether it is the pilot project of land supply policy, the promulgation of homestay standards, and the introduction of accommodation support measures for villagers in various towns and villages, but opportunities are reserved for those who are prepared. Only by doing enough efforts can investors not be "choked to death" or even "drowned" when they enter the deep water area of rural tourism. Let's learn from history and "learn from it" ...

The founder of 5A-level rural tourist spots has been jailed, and scientific financing is the way out.

Cheng Hanlong, the founder of Wuyuan Kaochuan Industrial Co., Ltd. (hereinafter referred to as Kaochuan Industrial), the operating entity of Yaowan Scenic Spot, a 5A-level rural tourist attraction in Jiangxi Province, has been heavily publicized by CCTV for dozens of times, and has received more than 6.5438+0.3 million tourists in two years, and is suffering from prison.

According to Li Jie (a pseudonym), a creditor of Kaochuan Industry, Cheng Hanlong's arrest warrant has been handed over to the procuratorate by the local public security bureau. Cheng Hanlong, who has been in administrative detention since May last year, is not as relaxed as his lawyer learned a month ago. "You can be free after 37 days of detention." It is reported that the direct reason for Cheng Hanlong's detention is that he owes nearly 70 million yuan to the local usury company, which has not been paid back for many years. Cheng Hanlong was also detained together with the owner of the usury company who failed to repay the principal and interest on time.

According to a number of people familiar with the matter, there are two other scenic spots involved in the case, of which Wuyuan Xiyuan owes a loan shark company 1. 1 billion yuan and Xi Manor owes a loan shark company 60 million yuan. All three scenic spots have been closed and their founders have been detained. The usury in Wuyuan County, the most beautiful village in China, which won the honorary titles of National Rural Tourism Holiday Experimental Zone and China Excellent International Rural Tourism Destination, is so rampant. Under the heavy pressure of COVID-19 epidemic, several rural cultural tourism entrepreneurs were detained at the same time, which is thought-provoking.

At one time, "Shili Yaowan" was like "Riverside Scene at Qingming Festival": blacksmith's shop, brewery, cotton beating, paper making, ink grinding, oil pressing, tea making, weighing, umbrella making … all kinds of folk crafts were dizzying; Beating sesame cakes, making zongzi, steaming cakes, stirring rice paste, cooking rice noodles, printing rice cakes, frying lamps, grey sauce cakes, Qingming cakes, Houlle cakes ... all kinds of local food make people linger, as well as ancient village dreams, homestay experiences, special activities and other tourism formats, in addition to nearly 65,438+.

It all started at 20 12, and 36-year-old Cheng Hanlong started his dream of revitalizing rural tourism with 20 million yuan. During this period, there was great resistance. Just after renting this land, Cheng Hanlong met with wild speculations. After many twists and turns and repeated communication, he won the support of the villagers. The problem of "short board" of funds appeared in the later stage of the second phase of the project. In order to raise the villagers' wages, Cheng sold his car and belongings and began to borrow money. ...

Just before the opening in March, 20 16, Li Jie, who was engaged in local tourism planning, was introduced by the staff of the local tourism bureau and got to know Cheng, and borrowed millions of yuan from Kaochuan Industry. At that time, Cheng Hanlong had invested all his savings in the construction of scenic spots and borrowed usury. However, the opening of the scenic spot is just around the corner, and there is income from opening the park. At that time, although Cheng was chased by loan sharks, he was still full of hope for the development prospects of the scenic spot. At that time, Cheng told Li Jie that he only borrowed 20 million yuan from usury, but what Li didn't expect was that as of today, in addition to 70 million yuan from usury and 20 million yuan from society, the total loan of Kaochuan Industrial reached 90 million yuan. After several years of opening, due to poor management and environmental epidemic, it is difficult for ticket revenue to support basic operating expenses, let alone repay debts.

In fact, as early as before the project started, Cheng's father blocked it many times. "How much is 20 million for such a big thing? If you don't do it, you will be in a dilemma! " At that time, Han Long, a young and fearless traveler, "didn't listen to the old man's words, but suffered in front of him" after ten years of nothing. Li Jie revealed that "the serious problem in the operation of scenic spots is that creditor representatives often block roads in scenic spots, and Cheng is hiding debts everywhere. Sometimes his family is surrounded, he runs out, but his wife and children are surrounded at home. " Li expects to get the principal back as soon as possible. "Catch it is not the way. Local governments should endorse and be acquired by powerful state-owned enterprises. At present, the acquisition cost is the lowest, because bosses have no expectations, as long as they can pay off their debts and get personal freedom. Such high-quality resources are managed by experienced rural cultural travel entrepreneurs and will definitely turn waste into treasure. " Li said that once Gravitation Culture Media Co., Ltd. wanted to buy Yaowan Scenic Area, but it was soon negotiated and gave up because of the usury platform.

Li Zhuo, manager of the 18th Beach Scenic Spot in the west of Beijing, said that the capital chain of rural scenic spots is under great pressure, so it is best to strive for government support funds from all sides. Loans must be highly cautious. Although short-term loans and long-term investments can solve the temporary crisis, in the long run, they will soon crush enterprises. Don't shy away! The annual interest rate of usury is as high as over 30%. Even if it is well run, it is difficult to support it by the return on investment of tourism.

14, Xiangjulou said it would be demolished, and China's land policy system needed to be upgraded.

If Cheng Hanlong didn't know it because of his lack of strength, so he lost the opportunity of trial and error, then Yang Delu, the founder of Xiangjulou, was self-aware. He only works intensively in Xiaotangshan, Changping, and his cultural tourism products are widely welcomed by the market. However, due to luck, he failed to get rid of the fate of being demolished because of illegal land.

In the first half of 20 19, under the state's crackdown on the demolition of greenhouses, the Xiangju Building in Wali, Xiaotangshan, which was operated in 14, was demolished in February and April of 20 19 because it occupied orchards, and the Chimu Wushan, which had been operated for four years, was demolished because it occupied agricultural land and forest land.

When fans learned that Xiangju Building had been demolished, they asked when it would be reopened. Xiangjulou has created a road for the development of green creative agriculture and local cultural protection. The annual ticket income exceeds 10 million, attracting tens of thousands of tourists every week, and the road leading to this area is often blocked. Xiangjulou was also rated as a national AA-level scenic spot by the National Tourism Administration, which solved the employment of more than 200 nearby residents. Xiangju Building in Xiaotangshan Wali was founded in 2005 by Yang Delu, a relocated household in Beijing Olympic Village, with the money from two relocations. He has a clear position, Xiangjiang citizens provide a simple rural environment, where they can live with peace of mind.

On the route, we choose to start with the characteristic peasant food, and then build the Wali Museum covering an area of 1000 square meters, and at the same time build a rural folk experience education base. Visitors can take part in traditional wooden ploughing, building houses by peeling off clothes, squeezing corn flour, grinding soybean milk, making tofu, weaving wicker baskets, paper-cutting in rural areas, ethnic tie-dyeing, painting Peking Opera masks, making pottery and other folk experiences. In addition, there are cows, buffaloes, alpacas, ponies, yaks, donkeys, goats, wild boars, porcupines, and top-class star oil chickens in the zoo.

Tourists' hometown experience is rich. A large number of guests from Xiangjulou, attracted by special farmhouse dining, first poured into Wali Museum, then participated in the activities of China Rural Folk Experience Base, and then participated in the expansion project of Wali Paradise. In the end, Xiangjulou has formed an eco-circular economy model: self-healthy oil chicken-fertilizer produced by oil chicken is supplied to the planting base-the planting base produces eco-pesticide-free fruits and vegetables-and then it is supplied to the farmhouse restaurant Xiangjulou-kitchen waste is recycled to the oil chicken and the planting base.

However, the Chimu Wushan Manor in Shunyi was demolished in 20 18, when it just invested tens of millions to build the second phase, which was very popular with parents and children. Yang Gang, the owner of the manor, never imagined that the "disaster" came so unprepared. "I don't object to the land policy, but I hope that law enforcers can keep some temperature when implementing it. After all, these projects were promoted by relevant departments in that year, and the problem was not only in enterprises. " A mother who had been to the manor three times complained that there were no mountains in the Woods. According to informed sources, the manor was once a typical cultural tourism project of Shu Wei, then secretary of Shunyi Municipal Party Committee, and was visited by his superiors many times, with an annual income of 3 million yuan.

It is reported that it is a common phenomenon that investors in rural cultural tourism have repeatedly found relevant units and departments in the city to reflect the situation and apply for the implementation of land policies. The local government generally does not give any written reply, but only verbally replies "Let's talk about it first". Because local governments want to attract investment to develop local economy, they turn a blind eye to the act of playing the edge ball. Generally speaking, enterprises are unwilling to take responsibility for signing approval contracts in black and white, and naturally they will not take pains to run various approval processes; Once the higher authorities ask for forced demolition, they will spare no effort.

If time goes back, will Yang Delu and Yang Gang of Chimu Wushan in Xiangjulou go through the formalities of examination and approval of construction land according to law? Can you handle it? "It takes them at least two years to run their own procedures, and it's not worth it to be exhausted; Besides, it's hard for them to run down. Unless there is a tough government relationship, normal people can't run down at all. " 15 Bai Gang (pseudonym), who has worked in rural cultural tourism, pointed out that China's current land policy is only suitable for entrepreneurs to build theme parks and real estate, and does not support small and medium-sized capital to enter the countryside to operate small and beautiful cultural tourism projects.

Bai Gang lamented, "In fact, their land did not produce food originally, and the ecological environment was not destroyed in the operation. The project also provided employment for the villagers. Why can't it exist? I think this is very strange. " This is one of the reasons why there are so few high-quality leisure and holiday products in the suburbs of Beijing. In essence, small and medium-sized capital dare not enter, lest it be demolished one day. This is also the reason why rural companion banks and secluded villages bypass the huge compliance risks in rural areas and choose to provide soft services to local governments holding assets.

"The government has put the money down? Do you want social capital to join the rural revitalization? How can they get in without cleaning the passage and designing the process? This is a tough question. " Although Bai Gang is worried, he believes that this day will come. "China's land policy system, service system and other production relations have seriously lagged behind the development of productive forces and need to be more refined and flexible."

From "overnight fame" to the collapse of Bailuyuan, it was all caused by plagiarism?

If the founders of Xiangjulou and Chimu Wushan are sensitive entrepreneurs of cultural tourism, then the vendors in Bailuyuan Folk Culture Zone in Shaanxi Province are the epitome of the failure of cultural tourism in China, which is used to imitating.

August 20 19, invested hundreds of millions, covering an area of 1200 mu, and received tourists 1500 person-times. Bailuyuan Folk Culture Village, only 30 kilometers away from the main city of Xi, was closed. Shaanxi Weishui Cultural Industry Investment Co., Ltd. sold it to xi Anlancheng Ideal Town Construction Management Co., Ltd. According to the staff of Lantian County Natural Resources and Planning Bureau, the initial plan of the new owner is to build a high-end Yang Kang cluster on the original site; However, as the land spatial planning of Lantian County and the overall planning of Xi 'an Bailuyuan are still in preparation, all the merchants in the park are closed at present, and the construction waste in the roadway is piled up into mountains and overgrown with weeds.

This result has its inevitability. The first "hard injury" is illegal land use: it was only opened in March 2065438+2006, and was notified of illegal land occupation without approval at the warning interview meeting of relevant law enforcement supervision and inspection held by Shaanxi Provincial Government in September. It is reported that at that time, 498 mu of land in Bailuyuan Folk Culture Village was built without approval, and some illegal construction projects were demolished after being notified;

Second, it is unpopular. The land occupied by the Cultural Village originally belonged to Tianpo Village, Ancun Town, Lantian County. The villagers petitioned the higher authorities many times. After land acquisition, the per capita arable land of 430 villagers involved is insufficient 1 min. At the beginning, they promised to give 200 yuan's land-lost subsidy to the elderly over 60 every month, but it has not been given yet.

Third, there is a lack of planning and serious homogenization. With the rise of "Bailuyuan" IP craze, in just two years, six cultural tourism projects, including Bailuyuan Folk Culture Village, Bailuyuan Film and Television City, Bailuyuan Landscape Agriculture Park, have gathered in Bailuyuan, which is only over 200 square kilometers. Zhangyan, a researcher at Shaanxi Academy of Social Sciences, said: "How can the small White Deer Plain carry so many tourism projects? This in itself has formed competition and scattered passenger flow in the region, and most of them are doomed to survive. "

Fourth, the content is insufficient. There is no Guanzhong culture and local folk customs in the park, which can't meet the needs of tourists to "place their homesickness". Generally, it is the commercialization of quick success and instant benefit-antique snack street, and tourists will naturally not go again once they go.

Bai Gang said that there are more than 50 imitators of yuanjiacun like Bailuyuan in the market, but most of them are only in form, and they have not got the essence of the collective economy "* * * to get rich together". In fact, not only the rural cultural tourism market, but also the whole destination is generally lacking in creativity and plagiarism. The reason is the lack of talents, especially rural cultural tourism talents.