The annual tourism income exceeds 1 billion, and the hollow village turns into an "Internet celebrity village" on its way to counterattack

The annual number of tourists exceeds 3 million, and the annual operating income exceeds 1 billion yuan. It is difficult to imagine that these are the tourism achievements of an ordinary village. This village is Yuanjia Village.

With the acceleration of urbanization, hundreds of thousands of villages are gradually disappearing in China every year. Yuanjiacun, like other ordinary villages more than ten years ago, had a registered population of 62 households, which is a gradual trend. The declining hollow village has now become one of the top ten beautiful villages in China and is known as the "No. 1 Village in Guanzhong".

From a deserted and declining hollow village to a dark horse in rural tourism in China, what did Yuanjiacun do right?

In 2007, tourism was still at the level of sightseeing, and Yuanjia Village had no natural resources and no historical and cultural buildings. It seemed to have nothing to do with the tourism industry. What could it rely on to stand out? Under the leadership of Guo Zhanwu, secretary of Yuanjia Village, rural folk customs and daily life were used as resources to rely on, with villagers as the main body and the village as the carrier to restore Guanzhong folk customs. Yuanjia Village built a "scenic spot" in half a year, forming a unique Rural tourism IP.

Part 1

In terms of resources, the reason why we chose Guanzhong folk customs is because folk life has been completely integrated into local daily life, from dialects to clothing to food. These unique resources cannot be imitated by other places. In the first stage, the scenic area of ??Yuanjia Village includes Guanzhong folk customs represented by Guanzhong’s traditional old buildings, old workshops, old objects and other cultural heritage.

Part 2

In terms of characteristics, it focuses on gourmet catering, rich products and avoids internal competition. The store management will screen and evaluate at all levels to finally determine the one with the best taste and service capabilities. Operators or stores have gradually built fifty-six antique Guanzhong farmhouses based on the idea of ??one household with one feature and one household with one brand, showcasing rural life and food characteristics of farmhouses and Guanzhong snacks, and will be displayed on the snack signboard Various information such as what ingredients are in each pot of soup and which sheep the raw materials come from can avoid tourists' worries about food quality. In addition, the tourists' experience is constantly enriched when eating, such as the development of beautifying and eye-catching soybeans after the tofu feast. Tofu and Japanese tofu cuisine are introduced. At the same time, tourists can also visit the tofu production process and let tourists participate in it.

Part 3

In terms of business model, Yuanjiacun does not adopt the model of capital investment and corporate unified management like other scenic spots, but adopts the form of national participation, because The original purpose of the scenic spot was to make farmers rich, and this kind of development can not only reduce the cost of early land acquisition and later operation costs, but also preserve the original ecological life scene of the countryside and mobilize the enthusiasm of the villagers.

Part 4

In terms of industrial development, the model of continuously extending the industrial chain and using tourism to leverage the reverse development of agriculture and industry is also a major innovation. The first industry realizes the integrated development of the three industries. Taking Youpo Lazi as an example, it was initially just a characteristic scene of Guanzhong folk custom. Under a slope of Kangzhuang Old Street, an old scalper, a stone millstone, and a peasant woman ground the When the rapeseed oil was boiled, the street was filled with fragrance, and the market was in short supply. After the Youpo Spicy seeds became popular, they built a base in a pepper producing area in Shaanxi to expand the production capacity of the Youpo Spicy Seeds and gradually industrialize them. .

Part 5

In terms of operating formats, Yuanjia Village’s tourism has not remained unchanged. Instead, with the improvement of people’s living standards and the growth of tourist demand, commercial formats have been continuously enriched. Establish rural inns to retain tourists, and at the same time start to build an ancestral street that promotes local culture, allowing tourists to experience Guanzhong's local customs in depth, and also builds new business formats such as art galleries, bookstores and inns, coffee bars, and creative workshops to increase and enrich The business projects and service functions of the scenic spot have been improved to further meet the leisure vacation and cultural consumption needs of urban residents. The overall business format has gradually changed from single to diversified, realizing the transformation from rural tourism to rural vacation.

After Yuanjia Village became popular, many village scenic spots began to imitate it, but in the end they all ended in failure because everyone only imitated the basic content of its old workshops and specialty snacks. Without an in-depth understanding of its operating model, its homogeneous appearance is not attractive to tourists, and it relies solely on tourism development without industrial support, so failure is inevitable.

And the timing is also very important. Yuanjia Village was an innovative move when it developed Guanzhong folk custom tourism features. At this time, the countryside began to gradually decline. This model of rebuilding rural life can arouse everyone's nostalgia and is good for tourists. It has a certain appeal, so what are the lessons worth learning from in this case?

An asset-light model with the participation of all people, this model can solve the problem of early investment, and can also give full play to everyone's enthusiasm and drive all the people in the village to get rich; the reverse development model with market demand as the core, through the market Screening, extending the industrial chain, and promoting the integrated development of the three industries; innovation that keeps pace with the times, because everyone’s demand for tourism is constantly changing, and it is difficult for scenic spots to maintain long-term development if they remain in the past model, so it is necessary to go deep into the market to understand tourists As demand changes, tourism products should be upgraded and optimized to maintain long-term competitiveness and attractiveness through continuous innovation.