How to Use Internet Thinking to Create a Hit Point for a Leisure Farm

It should be noted that in today's world where Internet social networking is all the rage, when we find the pain point and solve it, we not only satisfy consumers' needs but also build word-of-mouth. In the age of social media, everyone is a center of communication. The formation of word-of-mouth allows us to reach the entire target audience on the Internet at zero cost.

In red ocean competition, how do you make your project stand out? With strong players all around, how do you make a new product cause a sensation? The prescription offered by Internet thinking is to create a hit point, piercing the sky with a single needle.

Driven by this great era, leisure agriculture has met its best opportunity. Farms everywhere have rushed in, boosting the pace of development in this industry, but also leaving behind drawbacks such as insufficient distinctive features and severe homogenization. When the wind blows hard, even a pig can fly, but when the tide goes out, you find out who wasn't wearing any shorts.

Today, Zhuangke wants to talk with farm owners about how, in the fiercely competitive farm industry, to use Internet thinking to create a hit point and build word-of-mouth for your own farm.

1. How do you find a hit point?

A hit point first arises from a pain point. The place where consumers hurt most is also the problem they most urgently need solved. Solve that problem, and you can give them the greatest comfort. Second, a hit point also comes from a surprising contrast in perception.

2. What are the pain points of leisure agriculture users?

Pain points can be divided by degree of pain into first-level pain points, second-level pain points and third-level pain points. Users of leisure agriculture and rural tourism all come from the surrounding large cities. Their first-level pain points can be summarized in four aspects:

1. The sense of cramped space brought by the row upon row of high-rise buildings in the city. This sense of cramped space brings visual and psychological depression and shrinkage.

2. Living among hard materials such as steel and concrete, the sense of urgency brought by a fast-paced life, and a longing for “soft” materials such as agriculture and planting, and for a slow life.

3. The loss of regional culture and traditional culture brought by massive demolition and construction in cities, various matchbox-like residences, and real estate projects named after foreign styles such as Manhattan, Tuscany and Venice.

4. The exhaustion of the repetitive two-point-one-line work pattern in the city, and the pressure of putting up with bosses and clients. They long for a manor, or even a kingdom, that can belong to themselves personally.

3. How to create a hit point

1. Large-scale landscape, to solve the sense of cramped space.

You can create an agricultural landscape of extremely large area and high ornamental value. Give visitors a large-scale visual impression and form a powerful visual impact. Examples include the grand scenes commonly used in films directed by Zhang Yimou and the rural scenery of Hokkaido in If You Are the One, all of which give people a sense of shock.

At present, some places in China also attract people in this way: for example, the rapeseed flowers of Wuyuan, spread across the county's villages, are extremely well known nationwide and have become the “synonym” of Wuyuan tourism; the Baili Azalea Scenic Area in Guizhou is hailed as the “largest natural garden in the world” and has the reputation of a “world-class national treasure masterpiece.” This approach is especially suitable for large agricultural parks and vast rural areas.

It should be noted that because the above method is widely used by everyone and is gradually becoming homogenized, we suggest artistic treatment of the “large landscape” so as to create differentiation. For example, planting crops of different colors forms beautiful seven-color terraced fields; after some agricultural landscapes are artistically treated, they become bagua farms, yin-yang farms, number farms, flying-bird farms and so on, raising the taste of sightseeing agriculture.

2. High-tech agricultural planting, to satisfy the longing for a slow life and curiosity about new things

Agricultural planting has a certain appeal for city people. But traditional agricultural planting has shortcomings such as a lack of repeat viewing value, novelty and educational function. Use modern agricultural high technology to arm agriculture and transform agriculture as a technical system. For leisure agriculture, agricultural scientific and technological innovation means creating new leisure resources.

The innovation and application of agricultural science and technology play an important driving role in the development of agricultural tourism. For example, the soilless cultivation technology of the modern agricultural park on the three islands of Chongming in Shanghai has attracted a great many tourists from all over the country to visit; in the Shenzhen Space Crop Garden, the large tomatoes, large cucumbers, large loofahs, large peppers and large watermelons produced through space breeding are several times normal size, attracting countless parents to bring their children to view and learn.

3. Create cultural features, to make up for the loss of traditional culture

Massive demolition and construction in cities has caused modern people to suffer a severe loss of cultural awareness and cultural sensibility. In rural areas, however, because development and construction came relatively late, the preservation of traditional culture is still relatively complete. For leisure agriculture, traditional culture is its unique core competitiveness.

This culture can be summarized in four aspects:

One is farming culture. Our farming culture of several thousand years has a long history and rich connotations. Presenting farming culture through landscapes, displays, experiences and other means can enhance the appeal of leisure agriculture.

The second is regional culture. Leisure farms and rural tourism themselves have very strong regional character, and integrating regional culture will give the park local features. For example, the Ningxia Yellow River Hengcheng International Rural Tourism Resort, taking Yellow River culture as its main thread, planned a water sightseeing route shaped like the Yellow River basin.

The third is festival culture, such as holding various picking festivals, peach blossom festivals and pear blossom festivals in the park.

The fourth is theme culture. Tap into the history and culture of a certain crop, or endow it with new cultural connotations through cultural creativity, to form an agricultural theme culture. For example, the Pumpkin Garden in Tongzhou, Beijing, takes pumpkin culture as its theme and builds a Pumpkin Halloween Square, Pumpkin Sculpture Square, Pumpkin Mountain Villa and so on, making visitors feel as if they have entered a fairy-tale art world of pumpkins.

4. Private customization

Everyone has a martial arts dream, and likewise everyone has a dream of being a manor owner. Especially for people living in cities, many have no choice but to survive in an “ostrich” manner, keeping their heads down. Even if they cannot be a real manor owner, having a small “three-fen” vegetable plot of their own, a pigsty, a fish pond and so on of their own, can satisfy their psychological needs to a great extent.

At the same time, with the strengthening of environmental awareness, when people eat vegetables and meat, they all long for and seek “reassuring vegetables” and “healthy meat” that taste good, are of good quality, benefit health and guarantee safety. Having a small vegetable plot of one's own, where one can work personally or entrust management to others, and experience the joy of harvest, has become a desired need for many city people.

Zhuangke believes that in traditional thinking, enterprise development emphasized coordinated development and winning by scale. But in today's highly developed Internet age, it is already difficult to have a blue ocean market that lets us proceed step by step in an orderly way. In today's era of industry segmentation, it is also difficult for one project to satisfy the needs of all consumers. Whoever can accurately position themselves, find their target group, and find even one of their pain points, then concentrate strength to solve it, can pierce the sky with a single needle and become a benchmark in the industry.

It should be noted that in today's world where Internet social networking is all the rage, when we find the pain point and solve it, we not only satisfy consumers' needs but also build word-of-mouth. In the age of social media, everyone is a center of communication. The formation of word-of-mouth allows us to reach the entire target audience on the Internet at zero cost.