10 trillion Yang Kang market ushered in a big explosion. Will rural medical care in rural life+be the tipping point?

Kangye industry is a huge sunrise industry.

The Ministry of Civil Affairs predicts that during the 14th Five-Year Plan period, the elderly population in China will exceed 300 million, and China will move from mild aging to moderate aging.

According to the data released by the seventh national census, the proportion of people aged 60 and over in China exceeds 18.70%, among which the proportion of people aged 65 and over reaches 13.50%, and the degree of population aging is further deepened. Moreover, from 2022, it is expected that the growth rate of the elderly population will remain above 6.5438+million.

In the next 10 year, the real estate scale in Yang Kang is expected to reach 10 trillion yuan in 2030, which strongly indicates that Yang Kang's industry is welcoming unprecedented development opportunities.

This epidemic, in particular, has promoted the demand escalation of the health care industry. "Ecology, culture and health" are the three rigid market demands, and also the focus of product chain research and development.

From the perspective of supply, the No.1 Document of the Central Committee in 2020 will further expand the land resources of health care industry from the land supply side; Investment institutions are attracted by the "trillion-dollar cake" in the health care industry, and real estate, insurance, tourism, science and technology enterprises have begun to invest heavily in the health care field to provide financial support for its development.

According to statistics, more than 5,000 amusement projects have been successfully invited and started in various districts and counties across the country, but not many of them have opened and achieved profitability. The dislocation between supply and demand is still a difficult problem in the development of leisure industry.

Really, because of the healthy travel, trillions of blue oceans compete with each other, and business is difficult to do.

Now it has entered the age of leisure tourism, and even the "Y generation and Z generation" are paying attention to health preservation, and the pursuit of health has become the mainstream of leisure life. Living and vacationing in Yang Kang has also spawned a series of new formats and become a new model for economic breakthrough and development in the new era. For example: living in the countryside, rural health care, wild luxury health care and so on.

In addition, under the background of the development of "urban and rural planning and urban-rural integration", the healthy atmosphere in the county is more intense, which is the breakthrough point of county economic development.

Generally speaking, the 10 trillion health care market has ushered in a big explosion. What will be the tipping point?

In promoting rural revitalization in an all-round way, can most villages seize this opportunity and share the dividend?

It depends on what the future rural trend is and what the development direction is.

In my opinion, the future development direction of rural areas is a mixture with the concept of "housing". There are not only rural houses here, but also a healthy living environment in rural areas and a residential community with a sense of science and technology.

The countryside is not only the place where farmers live, but also the place where grain, miscellaneous grains, fruits and vegetables are produced. It is also the closest place to nature, which can heal the wounds of modern industrial civilization. Many incurable diseases in cities are recovered from rural life.

So living in the countryside+rural medical care will be the tipping point of 10 trillion medical care market.

So, how do ordinary villages catch this tipping point?

There are three major points in accurate detonation and key site selection.

1. location, the villages in the peripheral extension areas of big cities or metropolitan areas and urban agglomerations, and the five major areas of Beijing-Tianjin-Hebei, Yangtze River Delta, Guangdong-Hong Kong-Macao, Chengdu-Chongqing urban agglomerations and Central China urban agglomerations, the villages within 2 hours' drive enjoy the location advantage of development.

2. The resource base, whether it is ecological resources, human resources or local resources, must be based on certain resource conditions.

3. For the integration of agriculture, health and tourism, it is necessary to open up the integration and innovation of the primary, secondary and tertiary industries, empower the primary industry and rural areas with new products, marketing, operation, brand and investment logic, and innovate the value release of land elements, property elements and talent elements.

Market segmentation, all-age health care, lies in cross-border integration.

When "Generation Y and Generation Z" began to pay attention to health care, it had to be paid attention to, representing the trend of future consumption, and the composition of the new middle class centered on them. Medical care is not only for the aged, but also for people of all ages.

Needs under 30 years old-exercise and fitness: mountaineering, cycling, running, getting close to natural landscape, forest, pastoral area, learning and experiencing local conditions and customs.

Needs of 30-50 years old-leisure and health preservation: beauty pedicure, tea tasting, bird watching and fishing, leisure and entertainment, etc. Outdoor parent-child: experience life, children's outdoor development, family gatherings, etc. Go to road trip: camping, picnic, RV camping, barbecue, etc.

50 to 60 years old-nourishing health: meditation, practice, Chinese studies, Tai Chi, retreat, etc. Health care: spa, Chinese medicine, diet, etc. Prevention of diseases: regulating sub-health, health care products and physical therapy.

The needs of people over 60 years old-medical care: health examination, rehabilitation training, drug treatment, etc. Nursing: family doctor, nurse care, life care, etc. Pension: pension community, health management center, rehabilitation center, etc.

To introduce Kangye industry in rural areas, we must base ourselves on agriculture and never forget our roots. Rural revitalization is an irreversible trend. From industrial poverty alleviation to industrial revitalization, on the basis of "agriculture+",breaking the cognitive boundary and paying attention to the overlapping and integration of industries lies in cross-border integration.

On the one hand, it can break the bottleneck of "one village, one side" industrial development in the current rural revitalization process and expand the brand boundary of "one village, one product", from single agricultural products to old-age service products and related derivatives.

On the other hand, it can make up for the shortage of urban endowment resources, promote the sustainable development of rural social economy, form an effective flow of resources between urban and rural areas, and alleviate the aging and hollowing out problems faced by rural areas at present.

Living in the countryside+rural medical care is essentially the integration of "agriculture and health travel".

Living in the countryside+pastoral health, the foothold is in the pastoral community.

Living in the countryside+rural rehabilitation, focusing on landing, returning to rural life, building rural communities and realizing "five-state integration".

Ecology-oriented. Based on the ecological environment of natural villages, the natural landscape of "mountains, water, forests and fields" is integrated with the humanistic landscape of "nostalgia, nostalgia and rural residence" to build a harmonious human settlement ecological community.

The state of birth is blood. The original ecological villages should be embedded in modern agriculture, tourism and rural creative industries, and integrated with village protection and rural revitalization to realize self-hematopoiesis and self-evolution of local villages.

Form is the body. The original village texture and traditional architectural space are the best carriers of local life and folk experience. How to deal with protection and display, inheritance and innovation is the key to realize pastoral beauty.

Special style of writing. The excavation of rural traditional culture and non-legacy folk customs and the incubation of "IP", the combination of local people's feelings, national festivals and modern folk tourism, entertainment and performing arts, and rural creative content can create a vibrant and differentiated rural pastoral.

Man is the soul. Human touch is the soul of rural life. With the humanistic pastoral, you can have the breath of life and really attract tourists. It is necessary to cultivate a life atmosphere of "subject and object sharing" and show a pastoral life realm of returning to nature in the heart.

As a part of living, pastoral communities serve aborigines and new immigrants, and there will also be "three creations and one leisure" people, namely cultural creators, agricultural creators, scientific creators and leisure people.

Indigenous people: solve the problem of increasing employment and become industrial workers and high-end service personnel; Cultivate new farmers with the concept of talents, ensure farmers' participation and benefit, improve farmers' production and living environment, and cultivate new professional farmers.

New immigrants: mainly divided into two categories, one is elite, with urban culture and youth as the core, as the second hometown of life; First, healthy old-age care is the core, as the first choice for rural old-age care.

Maker crowd: mainly divided into three categories: cultural makers, agricultural makers, and popular science makers.

Expatriates: mainly leisure people, relying on resources and functional projects such as agricultural sightseeing, cultural experience, rural leisure, rural vacation, etc. To attract urban consumers to return to rural life and come to the countryside for tourism, leisure and vacation.

Finally, form a high-quality living space. For example, middle-aged people in cities can own a "small vegetable garden, orchard and garden" and run family farms.

The focus of rural housing+rural medical care lies in planning, planning and design.

The difficulty of rural+rural health care lies in opening up the chain of all-age health care products, meeting the potential market demand and forming a consumption chain, which can seize the lifeline of the realization point.

Especially for newly invested projects, on the basis of pre-evaluation and investment feasibility analysis, it is often the key to the success of the project to adopt cross-border integration planning and planning design methods to serve business decisions and look at the overall situation rather than the details.

The environment of rural housing+rural medical care is mainly rural environment, with diversity, complex landscape and rich levels.

We divide this kind of environment into three categories: natural environment, humanistic environment and pastoral environment, and plan and design different types of environment respectively, and derive relevant product formats.

1, natural environment design

Natural environment design should pay attention to local conditions, guide landscape environment design with ecological design principles, and play a role in improving farmers' lives. The local conditions here are simply divided into three categories:

First, there are "trees" by nature. The design of rural housing and rural medical care is generally in villages with a long history, and there are many trees with a long history in the environment. These trees may be carriers of culture and people's beliefs. We should not only protect these trees, but also provide them with enough living space. Forests are also a part of nature. Ecological design theory guides environmental design to take forest as the design object, which can not only add modern landscape elements, such as promenade and plank road, but also form the characteristic natural landscape of pastoral community by planting characteristic saplings.

The second is to blend with "water". Water is an important part of the natural environment, which breeds various cultures. The design of water environment should not only combine buildings, but also lay out the vegetation and water flow direction inside them through ecological design to form a natural ecological water environment landscape. Water can not only form microclimate, but also create characteristic space with cultural symbols. Because the shape of water is unpredictable and the sound is pleasant, the environment integrated with water is elastic and poetic.

Third, the existence of "mountain" * * *, the mountain environment is a common natural environment in rural residential+pastoral health care, the mountain is steep or slow, or rugged or overgrown with vegetation, the construction of villages will generally be built on the mountain, and there are mountains to rely on. The environmental design of mountain forests will generally combine leisure tourism projects, pay attention to the protection of mountains, and soothe impetuous hearts with beautiful environment.

2. Humanistic environment design

The humanistic environment design of rural housing+pastoral rehabilitation pays attention to the good protection and inheritance of historical remains, regional national culture and folk customs, and takes practicality, beauty and economy as the fundamental scale of humanistic environment design to design a characteristic landscape that highlights folk culture. Cultural landscape design can be divided into two types. The first is the design and transformation of traditional cultural landscape. From the perspective of landscape modeling, color, material, light and shadow, environmental protection, etc. Using traditional materials and techniques, combined with modern innovative technologies and new materials, the damaged cultural landscape or cultural carrier is repaired or transformed to highlight the cultural value of the landscape and form a landscape with cultural characteristics. We can also reproduce the traditional cultural landscape. Because there are few local historical and cultural landscapes left, the original landscape is re-designed by people's memory and incomplete completion methods, and the characteristic cultural landscape is reappeared in front of people by using modern technology or traditional crafts. For example, the pastoral harvest landscape of "Pastoral East" will be integrated with the principle of modern design composition, the materials will be eco-friendly, the harvest landscape will be restored, and the small landscape will reflect the big environment, which is representative and lasting.

The other is the innovation of cultural landscape, which mainly reflects modern design aesthetics and environmental protection of materials. Humanistic landscape expresses unique culture through innovative design techniques and modern aesthetic concepts. Some of them will convey some ecological and environmental protection ideas and cultural ideas to people through the use of environmental protection materials or high-tech crop planting and purposeful design.

3. Rural environmental design

Pastoral environment is a unique environment of rural residence and pastoral health care. The overall background environment is pastoral, which can be divided into pastoral, fruit forest, lake and farmland. The environmental design outside the building involves these aspects. Its design is based on the living habits and habits of farmers. The so-called "relying on mountains to eat mountains and relying on the sea to eat the sea" has formed buildings with various pastoral environments as the background. There are two ways to design the rural environment of buildings: one is to use the original rural environment to the surrounding environment of buildings, that is, to build buildings on the countryside; The other is to reshape the environment around the building into an idyllic environment, and form a new idyllic environment through reasonable planting, matching vegetation and managing irrigation.

Key points of design: first, we should grasp the degree of rural environment, not too artificial, which will form a rigid and mechanized landscape, and take the original rural environment as a reference. Second, it should be restored regularly. The general rural landscape environment is artificially created, that is, the fruits of people's labor. Therefore, it is necessary to carry out manual care and recovery regularly. Third, the rural environment has higher value. Compared with the natural environment, the rural environment is not only beautiful, but also valuable for people to use, eat, pick and store. Therefore, we should pay attention to the embodiment of its value in rural environmental design. The pastoral environment is seasonal, which is mainly related to its plant configuration, so we should pay attention to the environmental impact brought by seasonal changes when designing.

The design significance of rural environment can not only reflect the essential requirement of rural community-pastoral, but also form a higher-value environmental landscape, bringing happiness and convenience to people's lives.

The planning, planning and design of the three major environments are the key to the implementation of the rural residential+pastoral health care project. It can also derive product format chains such as "rural residential, convalescent residential, cultural experience residential, and residential relying on longevity natural resources", establish consumption chains, form cash nodes, and gradually build a complete industrial ecosystem.

In short, during the "14th Five-Year Plan" period, some villages that develop "agricultural health tourism" must seize this opportunity period, make rational use of resource advantages, do a good job in top-level design, let projects such as rural housing and pastoral health land be launched as soon as possible, expand domestic demand and stimulate consumption, so as to muddy the water of the economy and become a "golden age" under the internal circulation of the economy!

Text/Li Guomin/Cross-border Integration Planner/Pre-planning, planning and design of projects focusing on rural construction, cultural tourism and agricultural tourism!

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